The document discusses the changing media landscape and the need for brands to shift from traditional advertising to engagement marketing. It notes that audiences are fragmenting across numerous media channels and consumers have more control over their media consumption. This transformational change requires brands to create more value for customers through immersive brand experiences rather than interruptive ads. Examples of engagement marketing campaigns like Pop Idol, Guinness Storehouse, and mobile games are presented as more effective ways for brands to connect with audiences.

2. “ Most television advertising is a waste of money and marketing has become little more than promotion…many marketing professionals are clueless about how effective their strategies are” Philip Kotler, Marketing Forum, London. 2003.

4. Media Fragmentation. The reality of a static Mass Media is becoming an oxymoron. This chart does not include the impact of the mobile phone, gaming, or non ‘paid-for’ media.

5. Audience fragmentation: with the ease of access to programming that computers now have, mean that younger viewers in particular (a commercially very attractive group) may become increasingly infrequent television users. There is for example, already evidence that television has lost young male viewers to computers. John Ranelagh, editor TV2 Norway

7. Transformational change It’s that simple and that tough. We must create more value for consumers, audiences, and customers. Steven J. Heyer. CEO The Coca Cola Company. Advertising Age Conference 5th February 2003

8. This was once the ultimate in brand communications

9. Our recent history has been deeply affected by the increased speed of technological development plus the convergence and proliferation of the audio-visual, mobile, IT, and personal computing industries, increased internet and bandwidth penetration, and media choice. These developments have impacted businesses and the marketing community. As a result of these developments, business itself is faced with a tougher job when innovation and flexibility are the markers for competition.

10. “ Consumers are now challenging this corporate logic of value creation. Spurred by the consumer-centric culture of the Internet — with its emphasis on interactivity, speed, individuality and openness — the consumer’s influence on value creation has never been greater, and its spreading to all points in the value chain”. “ The Co-Creation Connection” by C.K. Prahalad and Venkatram Ramaswamy,

12. “ If I lost my mobile phone I’d go into a panic”. She happily confesses her mobile phone is her lifeline, and 21 year old Helen Searle, a PR consultant, says it would be a disaster, if they were separated. “ I use it for everything”, she said. “If I lost it I would go into panic mode. I would lose all my reminders, my calendars, all my pictures and contacts. That would mean I wouldn’t know how to stay in touch with anyone and wouldn’t know what I was supposed to be doing — especially in my social life. It’s essential.” Evening Standard Thursday 27 November 2003.

14. Some facts about mobile phones If you want to reach people get them using their mobile phone.

16. Engagement Marketing at its most ambitious can respond to any combination of these. It can be a driver to greater revenues, and valuable customer experience. It is not exploitative and focuses on a co-creation principle.

18. Engagement marketing develops solutions that solve your marketing problems - from brand saliency right through to promotional and sales efficiency.

19. It does this by creating new types of multi-media content (or ‘properties’) through which your brand can engage its audiences - and thus deliver its commercial messages more effectively.

20. These properties might include creating your own TV programme, building innovative new web or mobile applications, or even developing a live 'bricks and mortar' solution for your brand (and probably a combination of a number of these.)

21. Creating your own multi-media property is capable of addressing your marketing objectives more effectively than conventional 'interruptive' advertising - delivering potentially bigger results, with wider commercial benefits, and at a fraction of the cost of tv advertising.

22. And it is not only you the marketer that needs to rethink the rules. With the proliferation of media, good content is in short supply. Broadcasters/media owners and distributors are desperate for great rating shows. All media distribution want “engaging stories” that will draw in audiences. They also need to rethink the Co-creation principle. If the 21st Century was about Interruption The the 21st Century will be about Engagement Engaging properties will bring audiences, create IP, and generate multiple revenues.

23. ‘ Cross-platform branding and marketing communications’ 4E’s An opportunity to: Engage your customers Experience the product or service Enhance your company/customer relationship more Emotionally than traditional advertising.

25. Engagement Marketing

27. ‘ Engagement Marketing’ reaches right back to 1903 and the creation of the Tour de France The Tour by numbers Course : 22 teams, 198 riders, 350 accompanying people, 15 members of the College of Stewards Media : 1,200 accredited journalists, 1,000 technicians or chauffeurs, 370 press titles or agencies, 70 local or national radio stations, 15 million spectators lining the roads, 2 billion TV contacts, 75 channels broadcasting the race (21 live), 170 broadcasting countries, 2,400 hours of TV programming

28. Super Stable: mobile horse racing game ‘ Super Stable’ is Hong Kong’s first mobile horse racing game jointly developed by New World Mobility and Imoeba. Customers can indulge themselves as virtual horse owners and enjoy the excitement of bringing up their horses to become the ‘King of Horse’. Using SMS or WAP service, customers can play the nurturing game and participate in horse races anytime, anywhere. Super Stable drove data revenues up by 50%. Normally Mobile operators would expect 10-15%

29. Twins Mobile Twins the famous music duo from Hong Kong were made into a mobile phone brand for Twins fans. Twins mobile transformed the mobile phone market in Hong Kong. Creating a high yield demand for the service. Twins mobile is based upon “reconstructing the value chain by creating services that would engage users, providing value both the telecommunications company the information providers and a passionate fan base.”

30. Twins Launch a multi-media event

31. Pop Idol

32. Pop Idol Pop Idol is built upon participation for both players and the audience. A combination of 19 Management, BMG, Freemantle Media, ITV, and O2. A virtuous circle, creating entertaining television, high audience figures, music publishing and an entire new revenue stream for all partners. Pop Idol can travel across countries generating more ROI. Advisers to the programme believe Pop Idol is likely to be worth up to £70m by the time television, recording and other performance rights have been exploited around the world. Ask for the SMLXL paper on Pop Idol

33. Guinness Visitor Centre Dublin

36. SMLXL Multi-media Entertainment Properties Engagement Marketing Media Partners Content partners Commercial (brand) Partners Revenues Sponsorship/ Media Fees Media Revenue Prevs Syndication TV Partners Web Partners ‘ Live’ Partners Mobile Partners

40. If companies spent the 20th century managing EFFICIENCIES

41. they must spend the 21st century managing EXPERIENCES

42. Engage? or Die