The Next Round and the Last Call: Creating Connectedness with Lifestyle and Passion Brands - iCrossing

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Few brands stir as much passion and connection as spirits brands. These brands evoke memories, prompt good times, and live in moments of connection, and they have for hundreds of years. Today, the …

Few brands stir as much passion and connection as spirits brands. These brands evoke memories, prompt good times, and live in moments of connection, and they have for hundreds of years. Today, the biggest and most compelling advances in technology are falling directly into the world of spirits brands, as people become more connected to information, content, and (most importantly) one another. This session will explore how successful spirits brands like Jim Beam and Maker's Mark are using digital to build connected brands -- or closer relationships with their audiences. This session explored: The last call: What are some of the marketing methods that brands need to move away from? The next round: How are innovators using digital to build connected brands? What mix of strategy, technology, and media is correct? For more information please visit www.icrossing.com.

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  • 1. lastcall&next roundcreating connections with lifestyle brandsThursday, October 18, 2012
  • 2. lastcall&next roundcreating connections with lifestyle brandsThursday, October 18, 2012
  • 3. Thursday, October 18, 2012
  • 4. partners in connecting consumers and brandsThursday, October 18, 2012
  • 5. Thursday, October 18, 2012
  • 6. GOODNEWS.* Neilsen reports strong sales through 2012bourbonisstrong*Thursday, October 18, 2012
  • 7. Distrustoftraditionalmediaadtypesisridiculouslyhigh.Consumers who “don’t trust” ad formatsThursday, October 18, 2012
  • 8. text ads product placement radio tv magazines0%20%40%60%80%Distrustoftraditionalmediaadtypesisridiculouslyhigh.Consumers who “don’t trust” ad formatsThursday, October 18, 2012
  • 9. sellrelationships.Thursday, October 18, 2012
  • 10. sellrelationships. thensellproducts.Thursday, October 18, 2012
  • 11. Thursday, October 18, 2012
  • 12. LastCallwhat we can’t do anymoreNextRoundwhat we will do more ofThursday, October 18, 2012
  • 13. Thursday, October 18, 2012
  • 14. focusingsolelyonfangrowthcommunicatingonourtimeprovidingun-relevantcontentexecutingwithoutastrategyLastCallThursday, October 18, 2012
  • 15. jumpingoneveryplatform…justtobethereLastCallThursday, October 18, 2012
  • 16. jumpingoneveryplatform…justtobethereLastCallThursday, October 18, 2012
  • 17. NextRounddevelopsocialmediaandchannelsupportstrategycreatestoriesexecutewithexcellenceThursday, October 18, 2012
  • 18. developachannelstrategyThursday, October 18, 2012
  • 19. elevate Beam to themasses in ways fansindividually identifydevelopachannelstrategyThursday, October 18, 2012
  • 20. elevate Beam to themasses in ways fansindividually identifyenable consumers tofind and discover yourbrand storiesdevelopachannelstrategyThursday, October 18, 2012
  • 21. elevate Beam to themasses in ways fansindividually identifyenable consumers tofind and discover yourbrand storiesengage and rewardloyalists with directdialoguedevelopachannelstrategyThursday, October 18, 2012
  • 22. elevate Beam to themasses in ways fansindividually identifyenable consumers tofind and discover yourbrand storiesengage and rewardloyalists with directdialoguemaintain videoconsistency byhousing contentdevelopachannelstrategyThursday, October 18, 2012
  • 23. elevate Beam to themasses in ways fansindividually identifyenable consumers tofind and discover yourbrand storiesengage and rewardloyalists with directdialoguemaintain videoconsistency byhousing contentprovide details for allwhiskey consumersdevelopachannelstrategyThursday, October 18, 2012
  • 24. elevate Beam to themasses in ways fansindividually identifyenable consumers tofind and discover yourbrand storiesengage and rewardloyalists with directdialoguemaintain videoconsistency byhousing contentprovide details for allwhiskey consumerskeep brand advocatesinterested andIn the NoedevelopachannelstrategyThursday, October 18, 2012
  • 25. Thursday, October 18, 2012
  • 26. LastCallmasscommunicationinlimitedmarketstalkingonlytoourloyalistsconstantlycustomandvariedmessagingThursday, October 18, 2012
  • 27. nextroundconsistentmessaging&broaderreachhypertargetedmessagingbettingonsocialmediaexperimentationandmeasurementThursday, October 18, 2012
  • 28. threetake awaysThursday, October 18, 2012
  • 29. threetake awaysThursday, October 18, 2012
  • 30. threetake awaysit’s not about the media we boughtbut about the relationships we form.Thursday, October 18, 2012
  • 31. threetake awaysit’s not about the media we boughtbut about the relationships we form.content is the lifeblood of providingcustomer valueThursday, October 18, 2012
  • 32. threetake awaysit’s not about the media we boughtbut about the relationships we form.content is the lifeblood of providingcustomer valuedon’t view “digital” monolithically, butrather built a cohesive and integratedchannel planThursday, October 18, 2012
  • 33. ? !Thursday, October 18, 2012
  • 34. Thursday, October 18, 2012
  • 35. thanks!Thursday, October 18, 2012