A new way to think about connecting with your audience.

2. Big Tent Creativity
• Sandwich board • T-Shirt • Lawn signs (7) • Email signatures
• Parking lot chalk • Door clings • Marquee • Table tent
• Napkin bands • Water bottle caps • Coat hanger tags • Soap dispensers
Rethink—a fresh take on connecting with your customers 01

3. Big Tent Creativity
Why “Big Tent?”
Television
Radio
Society on the move — “like herding cats” Print
Message/Medium link Direct Mail
Literature
“If content is king, then context is queen” Point of Sale
Outdoor
Trade Show
Expanding media options PR
Web Site Virtual Worlds
Kiosks Podcasting
Web Banners Word-of-Mouth Floor Graphics
Satellite Radio Webinar
Online Video Widgets Gaming
Blogs Wallscapes
Email Marketing Staged Events Reactrix
Vlogs Street Teams
Cinema Slides PointRoll Folksonomies
Buzz Marketing Ambient/Guerilla Tactics
Cinema Pre-Roll ent GPS DVD
Product Placem Search Engine Marketing
Text Messaging Virtual Events On-Hold Marketing
Chat SEO
Digital Billboard Rich Media Surface Computing
Voice Chat Social Networking
Elevator Screens Apparel File Sharing
RSS Feeds Viral Marketing
Gas Pump Video iPods/iTunes Discussion Groups
Transit Consumer-Generated Media
Naming Rights g Contests
Mobile Marketin Social Sponsorships
Wikis Environments
Interactive TV
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4. Big Tent Creativity
Why “Big Tent?”
Society on the move — “like herding cats”
“If content is king, then context is queen”
Message/Medium link
Expanding media options
Too much to know it all & changing constantly “We may continue
to be
Collaborative storytelling exposed to media
on an ever
greater scale, but
Ideas from anywhere & everywhere that doesn’t
Stretch & break traditional mar/comm boundaries actually mean we
absorb it.”
Fluid execution — It’s about being relevant — Michael Bloxha
insight and resear
m, Director of
ch at Ball State
University’s center
for Media Design
Rethink—a fresh take on connecting with your customers 03

5. Segmentation

6. Big Tent Creativity: Segmentation
It’s no longer about
reaching the masses
More important to reach
10 of the right people than
100 of the wrong
i.e. local dance studios
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7. Big Tent Creativity: Segmentation
If the audience is large,
segment within
Message will get lost if
not tailored to the
different segments
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8. Big Tent Creativity: Segmentation
If the audience is large,
segment within
Message will get lost if not
tailored to the different segments
Rethink—a fresh take on connecting with your customers 07

9. Big Tent Creativity: Segmentation
If the audience is large,
segment within
Message will get lost if not
tailored to the different segments
Rethink—a fresh take on connecting with your customers 08

10. Big Tent Creativity: Segmentation
Psychographic targeting
vs. demographic targeting
Behavioral targeting looks
beyond age and gender
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11. Fluidity

12. Big Tent Creativity: Fluidity
Consistency in branding — 2 classic definitions:
1.) Consistent visual identity and brand
voice across all points of contact
2.) Consistent delivery of the brand promise
Fluidity in branding
Capitalize on benefits of uniformity while
allowing for flexibility to ensure relevance
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13. Big Tent Creativity: Fluidity
Audience A
Audience B
Audience E
Brand
Audience D Audience C
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14. Big Tent Creativity: Fluidity
What comprises Brand uniformity?
The Brand is centered around a single, big idea
It remains true to its core purpose
It is the central organizing principle of the company
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15. Big Tent Creativity: Fluidity
What comprises Brand uniformity?
The Brand is centered around a single, big idea
It remains true to its core purpose
It is the central organizing principle of the company
Rethink—a fresh take on connecting with your customers 14

16. Big Tent Creativity: Fluidity
What comprises Brand uniformity?
The Brand is centered around a single, big idea
It remains true to its core purpose
It is the central organizing principle of the company
Rethink—a fresh take on connecting with your customers 15

17. Big Tent Creativity: Fluidity
What comprises Brand uniformity?
The Brand is centered around a single, big idea
It remains true to its core purpose
It is the central organizing principle of the company
Rethink—a fresh take on connecting with your customers 16

18. Big Tent Creativity: Fluidity
Brand Fluidity: The 70/30 Rule:
Context vs. numerical application
70% of brand strategy & guidelines firm/ 30% flexible
Flexibility comprised of:
Language/cultural differences
The Fluid Brand “…puts
Audience variances a brand’s message out
there, traveling many dif
Changes in market landscape fer ent pathways, and
dressed in many differen
t costumes, all
Advances in technology specifically tailored to ce
rta in groups of interested
consumers. Crossing pa
ths with the consumer
now actually starts a rel
ationship in which the
consumer plays an activ
e part.”
— MEDIA Magazine
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19. Big Tent Creativity: Fluidity
Fluid Identity:
Schemes that flex and adapt to circumstances are more appropriate
in the multi-channel, multicultural world that brands now inhabit
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20. Big Tent Creativity: Fluidity
Fluid Identity:
Schemes that flex and adapt to circumstances are more appropriate
in the multi-channel, multicultural world that brands now inhabit
Rethink—a fresh take on connecting with your customers 19

21. Big Tent Creativity: Fluidity
Fluid Identity:
Schemes that flex and adapt to circumstances are more appropriate
in the multi-channel, multicultural world that brands now inhabit
Rethink—a fresh take on connecting with your customers 20

22. Big Tent Creativity: Fluidity
Fluid Identity:
Schemes that flex and adapt to circumstances are more appropriate
in the multi-channel, multicultural world that brands now inhabit
Rethink—a fresh take on connecting with your customers 21

23. Big Tent Creativity: Fluidity
Fluid Messaging:
It matters less how often or consistently you say the message and more
on whether or not customers get the same experience each time
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24. Big Tent Creativity: Fluidity
Fluid Messaging:
It matters less how often or consistently you say the message and more
on whether or not customers get the same experience each time
Rethink—a fresh take on connecting with your customers 23

25. Big Tent Creativity: Fluidity
Fluid Messaging:
It matters less how often or consistently you say the message and more
on whether or not customers get the same experience each time
Rethink—a fresh take on connecting with your customers 24

26. Big Tent Creativity: Fluidity
Fluid Messaging:
It matters less how often or consistently you say the message and more
on whether or not customers get the same experience each time
Rethink—a fresh take on connecting with your customers 25

27. Distribution

28. Big Tent Creativity: Distribution
Time Shifting AND Place Shifting
Nomadic
Consumers are untethered
Distribution must untether or risk irrelevance
Content and context of equal importance
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29. Big Tent Creativity: Distribution
Consumption of Content
It’s all about how a person wishes to be communicated with
“We need to think more about the way consumers consume content,
how that differs by the type of content, and why and where they are
consuming it.” — Alan Schanzer, North American Managing Partner, MEC Interaction-Media,
June 2007
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30. Big Tent Creativity: Distribution
B2C leads to B2B
“The B2B market consists of experts. These people are
professionals. And yet, they can’t escape the fact that they’re also
HUMAN. Being human, they’re subject to the same laws of life as the
rest of us.” — competitivebranding.com
Rethink—a fresh take on connecting with your customers 29

31. Big Tent Creativity: Distribution
B2C leads to B2B
“The B2B market consists of experts. These people are
professionals. And yet, they can’t escape the fact that they’re also
HUMAN. Being human, they’re subject to the same laws of life as the
rest of us.” — competitivebranding.com
Rethink—a fresh take on connecting with your customers 30

32. Big Tent Creativity: Distribution
B2C leads to B2B
“The B2B market consists of experts. These people are
professionals. And yet, they can’t escape the fact that they’re also
HUMAN. Being human, they’re subject to the same laws of life as the
rest of us.” — competitivebranding.com
Rethink—a fresh take on connecting with your customers 31

33. Big Tent Creativity: Distribution
Offroading
Where are your customers?
Physically / Mentally / Virtually
Rethink—a fresh take on connecting with your customers 32

34. Big Tent Creativity: Distribution
Offroading
Where are your customers?
Physically / Mentally / Virtually
Don’t just think outside the box, rethink what the box is!
Search for opportunities to connect
The inseparable media/message mix
Rethink—a fresh take on connecting with your customers 33

35. Big Tent Creativity: Distribution
Cingular // (unknown)
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36. Big Tent Creativity: Distribution
Kill Bill promo // Saatchi & Saatchi (New Zealand)
Rethink—a fresh take on connecting with your customers 35

37. Big Tent Creativity: Distribution
Bic // (unknown)
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38. Big Tent Creativity: Distribution
Benjamin Moore // (unknown)
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39. Big Tent Creativity: Distribution
K Karate School // (unknown)
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40. Big Tent Creativity: Distribution
TAXI (Canada)
Rethink—a fresh take on connecting with your customers 39

41. Big Tent Creativity: Distribution
Folgers Coffee // Saatchi & Saatchi
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42. Big Tent Creativity: Distribution
Canon Street Marketing // Leo Burnett
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43. Big Tent Creativity: Distribution
FedEx Kinkos // (agency unknown)
Rethink—a fresh take on connecting with your customers 42

44. Big Tent Creativity: Distribution
Procter & Gamble // (agency unknown)
Rethink—a fresh take on connecting with your customers 43

45. Big Tent Creativity: Distribution
Wisconsin Public Service // Imaginasium
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46. Big Tent Creativity: Distribution
Schneider Logistics // Imaginasium
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47. Big Tent Creativity: Distribution
Papa John’s Pizza // Saatchi & Saatchi
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48. Big Tent Creativity: Distribution
St. Norbert College // Imaginasium
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49. Big Tent Creativity: Distribution
Lego // Ogilvy & Mather
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50. Big Tent Creativity: Distribution
Venice Casino // AdmCom
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51. Big Tent Creativity: Distribution
Accessorize // Saatchi & Saatchi (Switzerland)
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52. Big Tent Creativity: Distribution
IWC Watches // Jung Von Matt (Hamburg)
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53. Big Tent Creativity: Distribution
Branded chocolate chip cookie
scented bus shelters treat
commuters to an unexpected multi-
sensory experience.
MagniScent® olfactory scent
sampling technology disseminates
smell via scent-infused adhesives
affixed to the inside of the bus
shelters and undersides of the
benches.
Got Milk // Goodby, Silverstein & Partners (California)
Rethink—a fresh take on connecting with your customers 52

54. Big Tent Creativity: Distribution
Unilever // (unknown)
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55. Big Tent Creativity: Distribution
Baltica // (agency unknown)
Rethink—a fresh take on connecting with your customers 54

56. Big Tent Creativity: Distribution
20th Century Fox Film Corp. & 7-Eleven // FreshWorks
Rethink—a fresh take on connecting with your customers 55

57. Big Tent Creativity: Distribution
Offroading
Where are your customers?
Physically / Mentally / Virtually
Don’t just think outside the box, rethink what the box is!
Search for opportunities to connect
The inseparable media/message mix
Matrix+
Rethink—a fresh take on connecting with your customers 56

58. Big Tent Creativity: Distribution
Chat of Purchase Posters Symposium Webinar Signage
Airport Display Mall bannersIM
Branded Promotional Items
Articles
Point Brochure Product Demo Event Banner Mobile Marketing
Identity
SSO Trade Papers
Show Website Annual Report Promotions
Special Events
Wallscapes Event Sponsorship DVDs Video Release
YouTube
White Catalogs TV Campaign RSS Gaming
Transit
Email NewsletterButtons Printed Team Sponsorships
Newsletter Texting
Stationery
Entry Graphics Banner Advertising
Road Show Sport
Sell Sheet Email Signature Floor Graphic Stuffers
Bill
Literature
Sales Kits
Temporary Tattoos Newspaper Advertising
Direct Mail Blogging
On-Hold Messaging PostcardsOnline Video Press Releases
Christmas Cards
Special Events Viral VideoCinema Slides Billboard
Radio Campaign Yard Signs Sponorships
Sales Team
Trade Publication Advertising Radio
Door Hanger of Mouth
Contests Word Cinema Pre-Roll Speaking Engagements Podcast
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59. Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 58

60. Big Tent Creativity: Distribution
Media-Neutral AND Solutions-Neutral
Generational disconnect
Rethink—a fresh take on connecting with your customers 59

61. Big Tent Creativity: Distribution
Media Neutral AND Solutions-Neutral
Generational disconnect
Team approach = solutions-neutral
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62. Big Tent Creativity: Distribution
Media Neutral AND Solutions-Neutral
Generational disconnect
Team approach = solutions-neutral
Rethink—a fresh take on connecting with your customers 61

63. Big Tent Creativity
Summary
Be where your customers are
Be relevant
thank you.
Be alert to solutions from anywhere
Be open to
Rethink—a fresh take on connecting with your customers 62