0
True Lies
I’m a rabbit!




This is NOT a rabbit
Preach brand leadership
and product benefits
Build a love story
with your consumer
Build a love story
with your consumer
Marketing is about creating
best sellers, blockbusters and hits
The future is about
selling less of more
The future is about
selling less of more
Drive traffic in-store
and to your website
Fish where fish are
Listen to consumer tests
89%
  ‘What kind of coffee do you prefer?’
  DARK - RICH - HARDY - ROAST


Listen to consumer tests
Listen to consumer tastes
Test




Listen to consumer tastes
Test



Happy
           NOT satisfy
 27%
             73%




 Listen to consumer tastes
Test             Universality



Happy
           NOT satisfy
 27%
             73%




 Listen to consumer tastes
Test             Universality

                         Happy
                          60%

Happy
           NOT satisfy
...
Test             Universality     Variability

                         Happy
                          60%

Happy
       ...
Test             Universality     Variability
                                              Happy
                        ...
Embrace the diversity!
        Test             Universality     Variability
                                             ...
Advertise the right message
Play your genuine brand role
Play your genuine brand role
Internet and mobile
help your brand go global
New media use
is mainly personal and local
Control the 4 Pʼs
Let the consumer do YOUR job
TV is THE place to do branding
Time Spent                           Budget Spent
                    Magazines
                      3%
    Web          ...
Consumer TV ad recall
continues to drop
Consumer TV ad recall
continues to drop
Media fragmentation
is a nightmare
39% of North Americans
      simultaneously
      watch TV and use the Internet




Media fragmentation
is a nightmare
Multi-tasking
is a land of opportunities
Weekly Hours spent
                        Net Users                                                   Others




        ...
Optimize your media investment
Synergyze your media investment
Synergyze your media investment
Monitoring and measuring ROI
is mandatory
Awareness


                      1- Interest
                      From ʻWho are you?ʼ
                      to ʻWhat do ...
ʻStarifyʼ your product
Fix your product
Consumer Relationship Management
is the holy grail
Who REALLY
     controls
the interactions
    between
   the vendor
       and
 the customer?




     Consumer Relationsh...
Providing customers
               with tools and methodologies
               to engage with me on the market




Vendor ...
Best practices
improve your business
Best practices
lead to average
Best practices
lead to average
Social network




                                                         Media Aggregator
           Power             ...
Itʼs about changing marketers
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TheTrendwatch #09bis (true lies)

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Transcript of "TheTrendwatch #09bis (true lies)"

  1. 1. True Lies
  2. 2. I’m a rabbit! This is NOT a rabbit
  3. 3. Preach brand leadership and product benefits
  4. 4. Build a love story with your consumer
  5. 5. Build a love story with your consumer
  6. 6. Marketing is about creating best sellers, blockbusters and hits
  7. 7. The future is about selling less of more
  8. 8. The future is about selling less of more
  9. 9. Drive traffic in-store and to your website
  10. 10. Fish where fish are
  11. 11. Listen to consumer tests
  12. 12. 89% ‘What kind of coffee do you prefer?’ DARK - RICH - HARDY - ROAST Listen to consumer tests
  13. 13. Listen to consumer tastes
  14. 14. Test Listen to consumer tastes
  15. 15. Test Happy NOT satisfy 27% 73% Listen to consumer tastes
  16. 16. Test Universality Happy NOT satisfy 27% 73% Listen to consumer tastes
  17. 17. Test Universality Happy 60% Happy NOT satisfy 27% 73% NOT satisfy 40% Listen to consumer tastes
  18. 18. Test Universality Variability Happy 60% Happy NOT satisfy 27% 73% NOT satisfy 40% Listen to consumer tastes
  19. 19. Test Universality Variability Happy Happy 78% 60% Happy NOT satisfy 27% 73% NOT satisfy 40% NOT satisfy 22% Listen to consumer tastes
  20. 20. Embrace the diversity! Test Universality Variability Happy Happy 78% 60% Happy NOT satisfy 27% 73% NOT satisfy 40% NOT satisfy 22% Listen to consumer tastes
  21. 21. Advertise the right message
  22. 22. Play your genuine brand role
  23. 23. Play your genuine brand role
  24. 24. Internet and mobile help your brand go global
  25. 25. New media use is mainly personal and local
  26. 26. Control the 4 Pʼs
  27. 27. Let the consumer do YOUR job
  28. 28. TV is THE place to do branding
  29. 29. Time Spent Budget Spent Magazines 3% Web Newspapers 47% 3% TV Print 73% 9% TV Outdoor 25% 7% Radio Digital & Mobile 5% Radio 5% 22% Cinema 1% TV is THE place to do branding
  30. 30. Consumer TV ad recall continues to drop
  31. 31. Consumer TV ad recall continues to drop
  32. 32. Media fragmentation is a nightmare
  33. 33. 39% of North Americans simultaneously watch TV and use the Internet Media fragmentation is a nightmare
  34. 34. Multi-tasking is a land of opportunities
  35. 35. Weekly Hours spent Net Users Others +13 11.7 11.2 8.2 6.8 1.7 1.8 1.9 2.7 es 0.5 1.9 2.4 2.7 zin aga s e rM me ap Ga gP gP C VD s a din yin gD Re Pla hin rs tc pe Wa s pa ew dio e rN Ra ap o gP gt a din te nin TV Re L is g hin W a tc Multi-tasking is a land of opportunities
  36. 36. Optimize your media investment
  37. 37. Synergyze your media investment
  38. 38. Synergyze your media investment
  39. 39. Monitoring and measuring ROI is mandatory
  40. 40. Awareness 1- Interest From ʻWho are you?ʼ to ʻWhat do you propose?ʼ 2 - Search From ʻWhat do you propose?ʼ to ʻLet me check...ʼ 3 - Acquisition From ʻLet me check...ʼ to ʻOk! Letʼs try!ʼ 4 - Relationships From ʻOk! Letʼs try!ʼ to ʻThereʼs something special between us.ʼ 5 - Ambassadorship From ʻThereʼs something special between us.ʼ to ʻI love you.ʼ Foretelling is now possible
  41. 41. ʻStarifyʼ your product
  42. 42. Fix your product
  43. 43. Consumer Relationship Management is the holy grail
  44. 44. Who REALLY controls the interactions between the vendor and the customer? Consumer Relationship Management is the holy grail
  45. 45. Providing customers with tools and methodologies to engage with me on the market Vendor Relationship Management drives more business
  46. 46. Best practices improve your business
  47. 47. Best practices lead to average
  48. 48. Best practices lead to average
  49. 49. Social network Media Aggregator Power Technology Collective intelligence Sharing platform Open Source Web Semantic Blogs Everyone Mashup Online community Folksonomy Opinion leaders AJAX Personal website RSS Brand XML Meta Tags Institution tv HTML radio All Right reserved computer ipod Documente-commerce Creative Commons cellphone smartphone Audio R&D shop in the shop Legal access point Video Agencies long tail era Mobility Integrated document mashup User participation multi actor development Interactive document User generated content life integrated consumption Cognitive deduction User Lead Co-creation Commerce Content R&D Personalization Advertising Itʼs not about marketing changes
  50. 50. Itʼs about changing marketers
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