Marketing changed,
     did you notice?


Brieuc Saffré
In 2010,


brieuc_s on Flickr
there are many advertisers
             photo de fights


                               brieuc_s on Flickr
Ruffyy on Flickr




many competitors from anywhere
we live in a worlwide town
anyone is media
unmaterial goods appeared
“Your brand is what Google says your brand is, not what you say your brand is,”




        Chris Anderson, 2006 / The Lon...
fitc.ca’s spot / the last advertising agency on earth




  advertising is looking for its future
Did you really realise all the changes ?
                                 brieuc_s on Flickr
the message came from
vertical transmissions
                         Alex [Fino] LA   on Flickr
Logorama




from audiences and channels   t h at b ran ds co n t ro led
and i n t e r r u p t i o n s
now it comes from horizontal interactions
                 photo lessive
warriorwomen on Flickr




brands look for their community on
arenas where they’re just participants
that’s why they must act as a participant
(be useful, helpful, interesting, relevant, bring something to the community, in...
that’s why they must act as a participant
(be useful, helpful, interesting, relevant, bring something to the community, in...
that’s why they must act as a participant
(be useful, helpful, interesting, relevant, bring something to the community, in...
that’s why they must act as a participant
(be useful, helpful, interesting, relevant, bring something to the community, in...
“It's an application designed for (Dutch) amateur football
                                                               ...
that’s why they must act as a participant
(be useful, helpful, interesting, relevant, bring something to the community, in...
“The old paradigm,
         a system of mass production, mass media, and mass marketing           ,
             is being ...
“Awareness doesn’t
     really matter in a world
             of        overchoice”
                         Gareth Key’s ...
brands need to think a

  long term relationship
  instead of                short term campaigns   that will bring nothin...
short term campaigns and      if your product (or
buzz will work (or not) for   service) is really useful
several days (or...
SkypeCaptain on Flickr




more than story telling, “influence”, buzz,
e-mailing, transmedia, advergames, etc.
baliartphotography.com on Flickr




people look for (good)   experience
“Chelley” on Flickr




so work on the   experience   you propose
“Don’t market to customers,
   market to situations”
          Helge Tenno’s presentation / A bigger idea




            ...
the more
                   useful,
                   creative,
                   interesting,
                   releva...
iesharq. on Flickr
                                        the
                                  bigger
                  ...
theskywatcher on Flickr




your product (or service) is your communication
Andriiw on Flickr




if   they   appreciate   the      product   or   service,


people will talk about it p o s i t i v ...
a Dan of action on Flickr




  and they will interact with you
  to improve the experience ( i f   y o u ’ r e   a b l e ...
Wiertz Sébastien on Flickr




  but innovation depends on   y o u
“It's really hard to design products
           by focus groups.
 A lot of times, people don't know
         what they wan...
“it’s what you do,
     not what you say             ,
  that matters.”
       Paul Isakson / paulisakson.com
brieuc_s on Flickr




actualy, marketing is
getting back to basics
Consider the neighbourhood baker...
He has a direct dialogue with its customers who ask some well or medium cooked
baguett...
calonyr11 on Flickr




in fact, internet and social media
brought us back to the baker context
social media give you the opportunity to

> find and understand what people need




                                     ...
social media give you the opportunity to



> have feedback on your brand and your competitors




                       ...
social media give you the opportunity to




> ... to improve your products & services




                               ...
social media give you the opportunity to




> give answers and advices




                                           a D...
social media give you the opportunity to




> be useful for people


                               Chris Wilson / the Ma...
trbpix on Flickr




                   remember
Thanks to all these marketing
                        experts for their great thoughts,
                        ideas and ...
brieuc saffré
                          brand-utility.com
                          fluid-advance.com
                    ...
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Marketing changed - brand utility

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Internet arrived in the 90ies, however, we did not change our way of doing business... we stayed focused on mass.

Our tools and our behaviours changed, how can the brands proceed to succeed in the next years ?

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Marketing changed - brand utility

  1. 1. Marketing changed, did you notice? Brieuc Saffré
  2. 2. In 2010, brieuc_s on Flickr
  3. 3. there are many advertisers photo de fights brieuc_s on Flickr
  4. 4. Ruffyy on Flickr many competitors from anywhere
  5. 5. we live in a worlwide town
  6. 6. anyone is media
  7. 7. unmaterial goods appeared
  8. 8. “Your brand is what Google says your brand is, not what you say your brand is,” Chris Anderson, 2006 / The Long Tail: Why the Future of Business is Selling Less of More + what your friends eventually say about a brand, social search is growing (Google, Bing with Facebook and others are working on it) it’s not only what you say about your brand that is considered
  9. 9. fitc.ca’s spot / the last advertising agency on earth advertising is looking for its future
  10. 10. Did you really realise all the changes ? brieuc_s on Flickr
  11. 11. the message came from vertical transmissions Alex [Fino] LA on Flickr
  12. 12. Logorama from audiences and channels t h at b ran ds co n t ro led
  13. 13. and i n t e r r u p t i o n s
  14. 14. now it comes from horizontal interactions photo lessive
  15. 15. warriorwomen on Flickr brands look for their community on arenas where they’re just participants
  16. 16. that’s why they must act as a participant (be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)
  17. 17. that’s why they must act as a participant (be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)
  18. 18. that’s why they must act as a participant (be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)
  19. 19. that’s why they must act as a participant (be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)
  20. 20. “It's an application designed for (Dutch) amateur football players, in support of their team and weekly matches. It features official local competition details as fixtures, tables and results, but also non-official information uploaded by the players themselves. The app can be embedded within social media or at the team's website, which makes it very accessible with high viral potential.” Adverblog that’s why they must act as a participant (be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)
  21. 21. that’s why they must act as a participant (be useful, helpful, interesting, relevant, bring something to the community, inspire the others...)
  22. 22. “The old paradigm, a system of mass production, mass media, and mass marketing , is being replaced by a totally new paradigm, a one-to-one economic system” Don Peppers & Martina Rogers / The one to one future storvandre on Flickr
  23. 23. “Awareness doesn’t really matter in a world of overchoice” Gareth Key’s presentation / Planning needs some planning Rainy City on Flickr
  24. 24. brands need to think a long term relationship instead of short term campaigns that will bring nothing a Dan of action on Flickr
  25. 25. short term campaigns and if your product (or buzz will work (or not) for service) is really useful several days (or much and relevant, people will less). recommend it. They won’t be efficient Slowly, but surely, it will because there are already have the long term ∞ campaigns going... awareness it deserves...
  26. 26. SkypeCaptain on Flickr more than story telling, “influence”, buzz, e-mailing, transmedia, advergames, etc.
  27. 27. baliartphotography.com on Flickr people look for (good) experience
  28. 28. “Chelley” on Flickr so work on the experience you propose
  29. 29. “Don’t market to customers, market to situations” Helge Tenno’s presentation / A bigger idea Luke Tsharke on Flickr
  30. 30. the more useful, creative, interesting, relevant and easy are the nonac. on Flickr experiences you propose...
  31. 31. iesharq. on Flickr the bigger your successes will be.
  32. 32. theskywatcher on Flickr your product (or service) is your communication
  33. 33. Andriiw on Flickr if they appreciate the product or service, people will talk about it p o s i t i v e l y (and that’s the best ad you can have)
  34. 34. a Dan of action on Flickr and they will interact with you to improve the experience ( i f y o u ’ r e a b l e t o )
  35. 35. Wiertz Sébastien on Flickr but innovation depends on y o u
  36. 36. “It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.” Steve Jobs, fights 25th 1998 / Business Week photo de May
  37. 37. “it’s what you do, not what you say , that matters.” Paul Isakson / paulisakson.com
  38. 38. brieuc_s on Flickr actualy, marketing is getting back to basics
  39. 39. Consider the neighbourhood baker... He has a direct dialogue with its customers who ask some well or medium cooked baguettes, others love his croissants but some of them asked for a croissant with almounds... The baker tries to meet their needs as much as he can and is always trying to improve his products. People really appreciate his bread... that’s why they do not hesitate to buy some before having friends for diner for example. At the end of the diner, these friends loved the bread as well and asked “where did this excellent baguette came from ?” That’s the way the baker works on his reputation, he makes the best bread he can for his direct customers (the closest ones locally speaking) and improves it as much as he can. That’s the way he will find his first “brand ambassadors”.... Maybe he could have done some very original breads or having a very different way to sell them, he just did something that people appreciated... They appreciated it so much that they recommend naturally the baker to their friends...
  40. 40. calonyr11 on Flickr in fact, internet and social media brought us back to the baker context
  41. 41. social media give you the opportunity to > find and understand what people need Ben Heine on Flickr
  42. 42. social media give you the opportunity to > have feedback on your brand and your competitors bschmove on Flickr
  43. 43. social media give you the opportunity to > ... to improve your products & services detroitsky on Flickr
  44. 44. social media give you the opportunity to > give answers and advices a Dan of action on Flickr
  45. 45. social media give you the opportunity to > be useful for people Chris Wilson / the Marketing Fresh Peel
  46. 46. trbpix on Flickr remember
  47. 47. Thanks to all these marketing experts for their great thoughts, ideas and presentations... Helge TennØ 180360720.no Paul Isakson paulisakson.com Seth Godin sethgodin.com David Armano darmano.typepad.com Faris Yakob farisyacok.typepad.com Gareth Kay garethkay.typepad.com Zeus Jones zeusjones.com Ingmar de Lange brandutility.net Josh Chambers joshchambers.com and thanks for all the Flickr PSFK psfk.com users and their great photos. Darwin Bell on Flickr Mashable mashable.com Adverblog adverblog.com & Scanblog people
  48. 48. brieuc saffré brand-utility.com fluid-advance.com slideshare.net/brieuc twitter.com/_brieuc bkp550 on Flickr scanblog.com facebook.com/scanblog slideshare.net/scanblog twitter.com/scanblog June 2010
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