TheTrendwatch #09bis (true lies)
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TheTrendwatch #09bis (true lies)

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More Trends? Visit http://www.thetrendwatch.com or http://www.facebook.com/thetrendwatch

More Trends? Visit http://www.thetrendwatch.com or http://www.facebook.com/thetrendwatch

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Transcript

  • 1. True Lies
  • 2. I’m a rabbit! This is NOT a rabbit
  • 3. Preach brand leadership and product benefits
  • 4. Build a love story with your consumer
  • 5. Build a love story with your consumer
  • 6. Marketing is about creating best sellers, blockbusters and hits
  • 7. The future is about selling less of more
  • 8. The future is about selling less of more
  • 9. Drive traffic in-store and to your website
  • 10. Fish where fish are
  • 11. Listen to consumer tests
  • 12. 89% ‘What kind of coffee do you prefer?’ DARK - RICH - HARDY - ROAST Listen to consumer tests
  • 13. Listen to consumer tastes
  • 14. Test Listen to consumer tastes
  • 15. Test Happy NOT satisfy 27% 73% Listen to consumer tastes
  • 16. Test Universality Happy NOT satisfy 27% 73% Listen to consumer tastes
  • 17. Test Universality Happy 60% Happy NOT satisfy 27% 73% NOT satisfy 40% Listen to consumer tastes
  • 18. Test Universality Variability Happy 60% Happy NOT satisfy 27% 73% NOT satisfy 40% Listen to consumer tastes
  • 19. Test Universality Variability Happy Happy 78% 60% Happy NOT satisfy 27% 73% NOT satisfy 40% NOT satisfy 22% Listen to consumer tastes
  • 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. Advertise the right message
  • 22. Play your genuine brand role
  • 23. Play your genuine brand role
  • 24. Internet and mobile help your brand go global
  • 25. New media use is mainly personal and local
  • 26. Control the 4 Pʼs
  • 27. Let the consumer do YOUR job
  • 28. TV is THE place to do branding
  • 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. Consumer TV ad recall continues to drop
  • 31. Consumer TV ad recall continues to drop
  • 32. Media fragmentation is a nightmare
  • 33. 39% of North Americans simultaneously watch TV and use the Internet Media fragmentation is a nightmare
  • 34. Multi-tasking is a land of opportunities
  • 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. Optimize your media investment
  • 37. Synergyze your media investment
  • 38. Synergyze your media investment
  • 39. Monitoring and measuring ROI is mandatory
  • 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. ʻStarifyʼ your product
  • 42. Fix your product
  • 43. Consumer Relationship Management is the holy grail
  • 44. Who REALLY controls the interactions between the vendor and the customer? Consumer Relationship Management is the holy grail
  • 45. Providing customers with tools and methodologies to engage with me on the market Vendor Relationship Management drives more business
  • 46. Best practices improve your business
  • 47. Best practices lead to average
  • 48. Best practices lead to average
  • 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. Itʼs about changing marketers