Give the People What They Want

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My presentation on social media and new marketing, as presented at the Brand ManageCamp conference (Chicago, 9/26/07.)

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Give the People What They Want

  1. 1. greg verdino give the people what they want
  2. 2. in 2006 marketers spent $285B on advertising and introduced 32,624 new products source : schneider/stagnito communications / iri most memorable new product launch survey
  3. 3. 81% of people couldn’t name any of them { not even one } source : schneider/stagnito communications / iri
  4. 5. what’s a marketer to do ?
  5. 6. shout louder ?
  6. 7. fight clutter with clutter ?
  7. 8. photo: Steve Coulson (www.stevecoulson.com)
  8. 11. { or } change
  9. 12. pull push vs
  10. 13. the destination is dead
  11. 21. Dan Sheppard was not much of a fan of Chipotle prior to Nov. 3. "When I went the first time I was completely full, then I had this huge burrito and it just made me feel miserable," he recalled. But after taking second place in the chain's college ad contest, the advertising student at the University of Nebraska-Lincoln had a newfound appreciation for the restaurant's signature dish. "Maybe that's because it tasted like $5,000," Mr. Sheppard joked. do you have viral disease ?
  12. 22. you don’t decide what goes viral consumers do
  13. 24. myth: the consumer is in control
  14. 25. fact: nobody is in control
  15. 29. so what do people really want ?
  16. 30. conversation
  17. 31. they’re talking about you
  18. 34. “ _ _ _ _ _ _ _ _ sucks” 
  19. 44. new marketing is conversation
  20. 46. thank you greg verdino chief strategy officer crayon [email_address] www.crayonville.com gregverdino.typepad.com

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