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lastcall&next roundcreating connections with lifestyle brandsThursday, October 18, 2012
lastcall&next roundcreating connections with lifestyle brandsThursday, October 18, 2012
Thursday, October 18, 2012
partners in connecting consumers and brandsThursday, October 18, 2012
Thursday, October 18, 2012
GOODNEWS.* Neilsen reports strong sales through 2012bourbonisstrong*Thursday, October 18, 2012
Distrustoftraditionalmediaadtypesisridiculouslyhigh.Consumers who “don’t trust” ad formatsThursday, October 18, 2012
text ads product placement radio tv magazines0%20%40%60%80%Distrustoftraditionalmediaadtypesisridiculouslyhigh.Consumers w...
sellrelationships.Thursday, October 18, 2012
sellrelationships. thensellproducts.Thursday, October 18, 2012
Thursday, October 18, 2012
LastCallwhat we can’t do anymoreNextRoundwhat we will do more ofThursday, October 18, 2012
Thursday, October 18, 2012
focusingsolelyonfangrowthcommunicatingonourtimeprovidingun-relevantcontentexecutingwithoutastrategyLastCallThursday, Octob...
jumpingoneveryplatform…justtobethereLastCallThursday, October 18, 2012
jumpingoneveryplatform…justtobethereLastCallThursday, October 18, 2012
NextRounddevelopsocialmediaandchannelsupportstrategycreatestoriesexecutewithexcellenceThursday, October 18, 2012
developachannelstrategyThursday, October 18, 2012
elevate Beam to themasses in ways fansindividually identifydevelopachannelstrategyThursday, October 18, 2012
elevate Beam to themasses in ways fansindividually identifyenable consumers tofind and discover yourbrand storiesdevelopach...
elevate Beam to themasses in ways fansindividually identifyenable consumers tofind and discover yourbrand storiesengage and...
elevate Beam to themasses in ways fansindividually identifyenable consumers tofind and discover yourbrand storiesengage and...
elevate Beam to themasses in ways fansindividually identifyenable consumers tofind and discover yourbrand storiesengage and...
elevate Beam to themasses in ways fansindividually identifyenable consumers tofind and discover yourbrand storiesengage and...
Thursday, October 18, 2012
LastCallmasscommunicationinlimitedmarketstalkingonlytoourloyalistsconstantlycustomandvariedmessagingThursday, October 18, ...
nextroundconsistentmessaging&broaderreachhypertargetedmessagingbettingonsocialmediaexperimentationandmeasurementThursday, ...
threetake awaysThursday, October 18, 2012
threetake awaysThursday, October 18, 2012
threetake awaysit’s not about the media we boughtbut about the relationships we form.Thursday, October 18, 2012
threetake awaysit’s not about the media we boughtbut about the relationships we form.content is the lifeblood of providing...
threetake awaysit’s not about the media we boughtbut about the relationships we form.content is the lifeblood of providing...
? !Thursday, October 18, 2012
Thursday, October 18, 2012
thanks!Thursday, October 18, 2012
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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 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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Transcript of "The Next Round and the Last Call: Creating Connectedness with Lifestyle and Passion Brands - iCrossing"

  1. 1. lastcall&next roundcreating connections with lifestyle brandsThursday, October 18, 2012
  2. 2. lastcall&next roundcreating connections with lifestyle brandsThursday, October 18, 2012
  3. 3. Thursday, October 18, 2012
  4. 4. partners in connecting consumers and brandsThursday, October 18, 2012
  5. 5. Thursday, October 18, 2012
  6. 6. GOODNEWS.* Neilsen reports strong sales through 2012bourbonisstrong*Thursday, October 18, 2012
  7. 7. Distrustoftraditionalmediaadtypesisridiculouslyhigh.Consumers who “don’t trust” ad formatsThursday, October 18, 2012
  8. 8. text ads product placement radio tv magazines0%20%40%60%80%Distrustoftraditionalmediaadtypesisridiculouslyhigh.Consumers who “don’t trust” ad formatsThursday, October 18, 2012
  9. 9. sellrelationships.Thursday, October 18, 2012
  10. 10. sellrelationships. thensellproducts.Thursday, October 18, 2012
  11. 11. Thursday, October 18, 2012
  12. 12. LastCallwhat we can’t do anymoreNextRoundwhat we will do more ofThursday, October 18, 2012
  13. 13. Thursday, October 18, 2012
  14. 14. focusingsolelyonfangrowthcommunicatingonourtimeprovidingun-relevantcontentexecutingwithoutastrategyLastCallThursday, October 18, 2012
  15. 15. jumpingoneveryplatform…justtobethereLastCallThursday, October 18, 2012
  16. 16. jumpingoneveryplatform…justtobethereLastCallThursday, October 18, 2012
  17. 17. NextRounddevelopsocialmediaandchannelsupportstrategycreatestoriesexecutewithexcellenceThursday, October 18, 2012
  18. 18. developachannelstrategyThursday, October 18, 2012
  19. 19. elevate Beam to themasses in ways fansindividually identifydevelopachannelstrategyThursday, October 18, 2012
  20. 20. elevate Beam to themasses in ways fansindividually identifyenable consumers tofind and discover yourbrand storiesdevelopachannelstrategyThursday, October 18, 2012
  21. 21. elevate Beam to themasses in ways fansindividually identifyenable consumers tofind and discover yourbrand storiesengage and rewardloyalists with directdialoguedevelopachannelstrategyThursday, October 18, 2012
  22. 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. 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. 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. 25. Thursday, October 18, 2012
  26. 26. LastCallmasscommunicationinlimitedmarketstalkingonlytoourloyalistsconstantlycustomandvariedmessagingThursday, October 18, 2012
  27. 27. nextroundconsistentmessaging&broaderreachhypertargetedmessagingbettingonsocialmediaexperimentationandmeasurementThursday, October 18, 2012
  28. 28. threetake awaysThursday, October 18, 2012
  29. 29. threetake awaysThursday, October 18, 2012
  30. 30. threetake awaysit’s not about the media we boughtbut about the relationships we form.Thursday, October 18, 2012
  31. 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. 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. 33. ? !Thursday, October 18, 2012
  34. 34. Thursday, October 18, 2012
  35. 35. thanks!Thursday, October 18, 2012
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