Your SlideShare is downloading. ×
0
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
CMO Congress 2012
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

CMO Congress 2012

126

Published on

In 2012 I was invited as a special guest to deliver an hour long session at CMO Congress in Sopot, Poland. I focused on global change and integration within the growing marketing communications space. …

In 2012 I was invited as a special guest to deliver an hour long session at CMO Congress in Sopot, Poland. I focused on global change and integration within the growing marketing communications space. Well received, I was voted one of the most useful and insightful lectures of the series.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
126
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. SO... YOURCUSTOMERSHAVE STOPPEDLISTENING TOYOU?CraigLeGrice
  • 2. LIKE A LONGLOST LOVE,YOU’LL NEVERSEE THEM AGAIN.CraigLeGrice
  • 3. THEY’REPROBABLY IN THESHOWER WITH‘THAT BRAND’ ASWE SPEAK... :-(CraigLeGrice
  • 4. IT’S ENTIRELYZUCKERBERG’SFAULT.RIGHT?CraigLeGrice
  • 5. DO YOU WANTTHE GOOD NEWSOR THE BADNEWS!?CraigLeGrice
  • 6. GOOD NEWS:YOUR CUSTOMERSTILL LOVES YOU.CraigLeGrice
  • 7. BAD NEWS:THEY JUST DON’THAVE TIME FORYOU ANYMORE.CraigLeGrice
  • 8. OUCH.CraigLeGrice
  • 9. IT GETS WORSE...CraigLeGrice
  • 10. IT’S ALL YOURFAULT...NOT MARK’S.CraigLeGrice
  • 11. BRANDS HAVETRAINED ANDCONDITIONEDTHIS BEHAVIOURFOR YEARS.CraigLeGrice
  • 12. REMEMBER THEGOOD OLD DAYSWHEN PEOPLEPAID ATTENTION?CraigLeGrice
  • 13. 1920s READCOVER TO COVER,NEWSPAPERSRULED THEWORLD.CraigLeGrice
  • 14. 1940s WHEN THERADIO WAS KING,PEOPLE SPENTHOURS AT A TIMELISTENING.CraigLeGrice
  • 15. 1960s TV MADETHE AVERAGEATTENTION SPANA NEAT ONEHOUR SLOT.CraigLeGrice
  • 16. 1980s SONY ANDPHILIPS CREATEDCDs. A 40 MINUTEALBUM WAS NOWIN YOUR POCKET.CraigLeGrice
  • 17. 2000s APPLE’SiPOD AND iTUNESCHOPPED MUSICSALES IN TO 3MINUTE TRACKS.CraigLeGrice
  • 18. 2010s WE USETWITTER IN 140CHARACTERBITES. FACEBOOKADS ARE NOW 90.CraigLeGrice
  • 19. EVEN WORSE:MOST OF OURCONSUMERS ARENOW DOING 3.2THINGS AT ONCE.CraigLeGrice
  • 20. IS IT REALLY ANYWONDER WE ARENOT REACHINGTHE AUDIENCEWE USED TO?CraigLeGrice
  • 21. WHAT’S THEANSWER TOBEING HEARD?BE MORERELEVANT.CraigLeGrice
  • 22. ARE YOU USINGEVERY DIGITALTOOL AVAILABLEFOR MAXIMUMRELEVANCE?CraigLeGrice
  • 23. LET’S THINKABOUT HOW ITCOULD BEDONE...CraigLeGrice
  • 24. RULE 1 THECUSTOMER IS INCONTROL.WE KNOW THATALREADY, RIGHT?CraigLeGrice
  • 25. RULE 2 IF THEENVIRONMENT ISRIGHT THEY’LLSHARE MOMENTSWITH BRANDS.CraigLeGrice
  • 26. RULE 3 BUT ONLYIF WE ADD VALUEAND RESPECTTHEIR TIME ANDSPACE.CraigLeGrice
  • 27. RULE 4 AS SOONAS CNSUMERSARE BORED...THERE ARE NORULES.CraigLeGrice
  • 28. EXAMPLE: IN THESUPERMARKETBUSINESS, THISOFTEN MEANSDEALS & OFFERS.CraigLeGrice
  • 29. TEMPTATION ANDLAZINESS LEADSBIG BRANDS TODO THISEN-MASSE.CraigLeGrice
  • 30. LAST YEARFMCG BRANDSSENT OUT300 BILLIONCOUPONS.CraigLeGrice
  • 31. WERE THEYGOING FOR THEPERSONALTOUCH?;-)CraigLeGrice
  • 32. 300 BILLION IS ABIG NUMBER.BUT THE BIGGESTNUMBER HERE ISACTUALLY 1...CraigLeGrice
  • 33. ONE TO ONERELATIONSHIPS.BRAND LOYALTYIN REVERSE.CraigLeGrice
  • 34. MEET ‘JANE’ –OIUR ‘AVERAGE’CONSUMER.IF EVER THEREWAS ONE.CraigLeGrice
  • 35. TECHNOLOGYAND DATA LETSUS REACH JANE.WHERE & WHENIT SUITS JANE.CraigLeGrice
  • 36. THIS CLOSERRELATIONSHIPALLOWS US TOUNDERSTANDJANE BETTER.CraigLeGrice
  • 37. WHICH MEANSWHEN WE SPEAKTO JANE, WE CANTAKE UP LESS OFHER TIME.CraigLeGrice
  • 38. LET’S CONSIDERA “WE CAN DOTHIS NOW”EXAMPLE...CraigLeGrice
  • 39. JANE VISITS OURSUPERMARKETON THURSDAYNIGHT.CraigLeGrice
  • 40. SHE RECENTLY‘LIKED’ ONE OFOUR SHAMPOOBRANDS ONFACEBOOK.CraigLeGrice
  • 41. WE’VE GIVEN HERA COUPON TO TRYOUR NEWLYLAUNCHEDCONDITIONER.CraigLeGrice
  • 42. SHE REDEEMSTHIS - BUYINGCAT FOOD, A DVD,POPCORN ANDICE CREAM TOO.CraigLeGrice
  • 43. SO WE KNOW SHEHAS A CAT. HASHAIR. AND LIKESMOVIES.CraigLeGrice
  • 44. IT’S NOT ROCKETSCIENCE YET.GRANTED.CraigLeGrice
  • 45. BUT WHAT ELSECAN WE FINDOUT / DO WEALREADY KNOW?CraigLeGrice
  • 46. SHE BOUGHT ADVD, ICE CREAMAND POPCORNLAST WEEK TOO.ON THURSDAY.CraigLeGrice
  • 47. IS EVERYTHURSDAYACTUALLY MOVIENIGHT AT JANE’SHOUSE?CraigLeGrice
  • 48. WHAT ELSEWOULD SHE LIKEFOR THIS WEEKLYEVENT?CraigLeGrice
  • 49. WE KNOW SHEACCESSESFACEBOOK FROMHER iPHONE.IT’S DEAL TIME.CraigLeGrice
  • 50. $1 OFF CHIPSAND DIPS AND ‘3FOR 2’ ON DVDsON TURSDAYS.FOR A START...CraigLeGrice
  • 51. HER THURSDAYNIGHT SPEND IS$50 THIS WEEK.UP FROM HERUSUAL $30.CraigLeGrice
  • 52. AND THE COUPONREDEMPTIONPROCESS ALSOGIVES US JANE’SADDRESS.CraigLeGrice
  • 53. WHICH IN TURNGIVES US ACCESSTO LOTS MOREAVAILABLE DATA.SHE HAS 2 KIDS.CraigLeGrice
  • 54. SO WHERE IS SHEDOING THEWEEKLY FAMILYGROCERY SHOP?NOT WITH US!CraigLeGrice
  • 55. LET’S SEND HERA SMS VOUCHER.‘GET $10 OFFWHEN YOUSPEND $100’.CraigLeGrice
  • 56. CAN WEENCOURAGE HERTO SHOP FORMORE THAN JUSTMOVIE NIGHT?CraigLeGrice
  • 57. YOU BET.SUNDAY ROLLSROUND AND JANEVISITS THESUPERMARKET.CraigLeGrice
  • 58. SPENDING $200.COMPARED TOHER USUAL $30ON THURSDAYS.CraigLeGrice
  • 59. RESULT!BUT THERE’SMORE...CraigLeGrice
  • 60. BY THIS POINTWE KNOW JANEIS A MUM, LIKESMOVIES, AND ISON FACEBOOK.CraigLeGrice
  • 61. LET’S INVITE HERTO ENTER OUR‘MOVIE MUMS’COMPETITION.AS AN EXPERT.CraigLeGrice
  • 62. THE PRIZE: AFAMILY TRIP TOHOLLYWOOD.JUST POST TO 10FRIENDS’ WALLS.CraigLeGrice
  • 63. WE’VE NOWTAKEN JANE’STHURSDAY NIGHTMOVIE CLUBONLINE.CraigLeGrice
  • 64. SHE IS ENGAGEDBECAUSE IT’SHER SUBJECT,HER FRIENDS,HER SPACE.CraigLeGrice
  • 65. WE’VE BUILT ANONGOINGCONVERSATIONWITH JANE.AND 10 FRIENDS.CraigLeGrice
  • 66. SIMPLE ANDEFFECTIVEENGAGEMENTHAS GIVEN US:CraigLeGrice
  • 67. PRODUCT TRIAL.PURCHASE DATA.HOUSEHOLD INFO.NEW FRIENDS.CONVERSATION.CraigLeGrice
  • 68. AND AT LEAST$200 OF SALESTHAT MAY NOTHAVE HAPPENEDOTHERWISE...CraigLeGrice
  • 69. MOVINGFORWARD, WEHAVE BIGGERPRIZES:CraigLeGrice
  • 70. SIMPLY, JANE ISNOW A BETTERCUSTOMER. SHESPENDS MORE $,MORE OFTEN.CraigLeGrice
  • 71. 10 OF JANE’SFRIENDS. WEALREADY KNOW1 THING THEY’LLENGAGE WITH.CraigLeGrice
  • 72. WE’VE GAINEDACCESS TO ASTRICTLYCLOSEDENVIRONMENT.CraigLeGrice
  • 73. WE WOULDNEVER HAVEBEEN INVITED TOJANE’S MOVIENIGHT.CraigLeGrice
  • 74. BUT WITH GOODUSE OF DATA ANDCONVERSATION,WE’RE RIGHTTHERE WITH HER.CraigLeGrice
  • 75. AND SHE DIDN’TEVEN HAVE TOPAY MUCHATTENTION.:-)CraigLeGrice
  • 76. THANK YOU.TWEET ME TOCONTINUE THECONVERSATION...@CraigLeGriceCraigLeGrice

×