How to-fail-golden-drum2

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Martin Weigel
Head of Plannning, Wieden + Kennedy, Amsterdam

How to-fail-golden-drum2

  1. 1. HOW TO + (NOT)FAILWIEDEN+KENNEDY AMSTERDAM
  2. 2. OR:
  3. 3. WHY THERE ISNO AUDIENCE FOR WHAT WE MAKE
  4. 4. AND WHY THAT TRUTH WILL SET USFREE
  5. 5. THIS IS THELANGUAGE OFMARKETING...
  6. 6. ‘AUDIENCE’
  7. 7. ‘FANS’
  8. 8. ‘COMMITMENT’
  9. 9. ‘RELATIONSHIPS’
  10. 10. ‘ENGAGEMENT’
  11. 11. ‘LOVE’
  12. 12. IT’S THE LANGUAGE OF CONSUMERSGIVING A SHIT
  13. 13. ALL RHETORIC NOEVIDENCE
  14. 14. SOIF YOU WANT TO FAIL DO THIS...
  15. 15. ASSUME THAT PEOPLE CAREABOUT BRANDS
  16. 16. ASSUME THAT PEOPLE WANT TO HAVE ARELATIONSHIP WITH YOUR BRAND
  17. 17. ASSUME THAT YOUR FANS ARE YOUR MOSTVALUABLE CONSUMER
  18. 18. ASSUME THAT EVERYONE WANTS TOPARTICIPATE
  19. 19. ASSUME THAT PEOPLEWILL FIND YOUR CONTENT
  20. 20. ASSUME THAT DEPTHIS MORE IMPORTANT THAN BREADTH
  21. 21. WHAT?
  22. 22. MOST PEOPLEDON’T CARE THAT MUCHABOUT BRANDS
  23. 23. “Welcome to the Domestos Germ buster app. Play the germ buster game to destroy those ‘menacing nasties’ that lurk in your home and learn about the benefits of Domestos over thin bleach.”
  24. 24. MOST PEOPLEDON’T KNOW MUCH ABOUT THE BRAND THEY BUY
  25. 25. 50% OF ALL KNOWLEDGE ABOUT A BRAND IS HELD BY JUST 20% OF ITS BUYERSSOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
  26. 26. 80% OF A BRAND’S BUYERS KNOW A LITTLE OR NOTHING ABOUT THAT BRANDSOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
  27. 27. “ ALMOST EVERY APP BUILT FOR A BRAND ON FACEBOOK HAS PRACTICALLY NO USAGE... HEAVY, ‘IMMERSIVE’ EXPERIENCES ARE NOT HOW PEOPLE ENGAGE AND INTERACT WITH BRANDS... HEAVYWEIGHT EXPERIENCES WILL FAIL BECAUSE THEY DON’T MAP TO REAL LIFE.” PAUL ADAMS, GLOBAL HEAD OF BRAND DESIGN AT FACEBOOK
  28. 28. 0.5% PROPORTION OF FANS TALKING ABOUT A BRAND ON FACEBOOKSOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIFE?’, ADMAP, MAY 2012
  29. 29. PEOPLE DON’T HAVEA RELATIONSHIP WITH YOUR BRAND
  30. 30. THE VAST MAJORITY OF CONSUMERSHAVE MULTIPLE PARTNERS
  31. 31. 72% OF PEPSI DRINKERS ALSO DRINK COCA-COLASOURCE: TNS IMPULSE PANEL (UK)
  32. 32. ‘YOUR CONSUMERS’ ARE JUSTSOMEBODY ELSE’S CONSUMERS WHO OCCASIONALLY BUY YOU
  33. 33. HUMAN RELATIONSHIPS DEMAND MASSIVE PROCESSING POWER
  34. 34. 100 BILLION NEURONSWITH ROUGHLY ONE MILLION BILLION CONNECTIONS EACH FIRING AT 10 TIMES PER SECOND
  35. 35. RELATIONSHIPSARE A MATTER OF LIFEANDDEATH
  36. 36. PEOPLE WITH STRONG SOCIAL NETWORKS LIVE LONGERSOURCE: GILES, GLONEK, LUSZCZ, ANDREWS, ‘EFFECT OF SOCIAL NETWORKS ON 10 YEAR SURVIVAL IN VERY OLD AUSTRALIANS: THE AUSTRALIAN LONGITUDINAL STUDY OF AGING’, J EPIDEMIOL COMMUNITY HEALTH 2005;59:574-579
  37. 37. COMPARED WITHHUMAN RELATIONSHIPS BRAND RELATIONSHIPS ARE THIN
  38. 38. “MOST OF US GO THROUGH LIFE FINDING IT HARD ENOUGH TO HAVEGOOD RELATIONSHIPS WITH THE REAL PEOPLE IN OUR LIFE LET ALONE ALL THE BRANDS WE BUY.” BRUCE MCCOLL, GLOBAL CMO, MARS
  39. 39. WHAT’S LOVEGOT TO DO WITH IT?
  40. 40. YOUR FANS ARE NOT YOUR MOSTVALUABLE CONSUMER
  41. 41. THIS IS 000’s of HHs buying FRUCTIS 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN
  42. 42. THIS IS WHAT IT NEEDS TO DO TO LOOK 000’s of HHs buying LIKE PANTENE 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN
  43. 43. 000’s of HHs buying 12300 9225 FANS 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN
  44. 44. YOUR BRAND’S HEALTH DEPENDS ONLOTS PEOPLE WHO DON’T KNOW YOU WELLDON’T THINK OF YOU MUCH AND DON’T BUY YOU OFTEN IF AT ALL
  45. 45. THESE CONSUMERS GENERATEPUBLICITY NOT REVENUE
  46. 46. DISTINGUISH BETWEEN ACTORS AND THETHE AUDIENCE
  47. 47. MOST PEOPLE DON’T WANT TOPARTICIPATE
  48. 48. PASSIVECONSUMPTION IS NOT DEAD
  49. 49. 6.4bn hrs. Aggregate consumption year to May 2011 182m hrs. Facebook, Twitter, and LinkedIn TVSOURCE: DELOITTE/BARB AND UKCOM/NIELSEN, UK
  50. 50. OF 200 BRANDS STUDIED ONLY ONE SHOWED A LEVEL OF ENGAGEMENT OVER 2%source: Karen Nelson-Field & Jennifer Taylor, ‘Facebook fans: A fan for life?’, Admap, May 2012
  51. 51. PEOPLE’S DIGITAL PARTICIPATION ISWITH EACH OTHER
  52. 52. 20% 60% 17% PASSIVE EASY INTENSE 44% INITIATION FRIENDS, FAMILY & PHOTOS TV, ENTERTAINMENT & LIFESTYLESOURCE: BBC
  53. 53. JUST BECAUSE PEOPLE ARE PARTICIPATING WITHEACH OTHER DOESN’T MEAN THEY WILL PARTICIPATE WITH BRANDS
  54. 54. MASSREACTION MATTERS MORE THAN MASSPARTICIPATION
  55. 55. PEOPLEWILL NOT FIND YOURCONTENT
  56. 56. 1 IN 1,000,000 ODDS OF A PERSON VIEWING YOUR CONTENT ON YOUTUBESOURCE: WISTIA.COM
  57. 57. 0.9% AVERAGE CLICK THROUGH RATESOURCE: ADVERTISING RESEARCH FOUNDATION
  58. 58. 4,875 PIECES OF CONTENT THE AVERAGE FACEBOOK USER RECEIVES EVERY DAYSOURCE: FACEBOOK
  59. 59. OVERLOOKED CONTENTSOURCE: YOUTUBE
  60. 60. UNTIL PUBLICIZEDSOURCE: YOUTUBE
  61. 61. DEPTH IS NOTMORE IMPORTANT THANBREADTH
  62. 62. BRANDS DEPEND ONBIG, BROAD POPULATIONS 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY
  63. 63. THE BIG DIFFERENCE BETWEEN BIG AND SMALL BRANDS IS NOT HOW MUCH LOYALTY THEY GETBUT HOW MANY PEOPLE BUY THEM
  64. 64. ‘ENGAGEMENT’ HASN’T REPLACEDREACH
  65. 65. SO...
  66. 66. MUCH OF WHAT WE MAKE IS NOT VITAL BUT TRIVIAL
  67. 67. MUCH OF WHAT WE MAKE IS NOT VITAL BUTINCIDENTAL
  68. 68. INCIDENTAL TO THIS:
  69. 69. ORDINARY AWFUL AWESOME EVERYDAYLIFE
  70. 70. THERE ISNO AUDIENCE FOR WHAT WE MAKE
  71. 71. OUR TASK IS NOTNURTURING ENTHUSIASM BUT OVERCOMINGINDIFFERENCE
  72. 72. THIS SHOULDINSPIRE NOTDEPRESS US
  73. 73. ALL CREATIVITY DEMANDSRESISTANCE
  74. 74. AND OVERCOMINGINDIFFERENCE DEMANDSAWESOME
  75. 75. BE PART OF WHATINTERESTS PEOPLE
  76. 76. GIVEMORE THAN YOU TAKE
  77. 77. TAKE A POSITION DON’T JUST HAVE‘A POSITIONING’
  78. 78. “JUST MOVE ME, DUDE” DAN WIEDEN
  79. 79. + @mweigelmartin.weigel@wk.com wkamst.com

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