CMO Congress 2012

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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.

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CMO Congress 2012

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

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