Closing Keynote: "M&Ms -- The Transformation of a Mega Brand…From Candy to a Personal Experience"
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Closing Keynote: "M&Ms -- The Transformation of a Mega Brand…From Candy to a Personal Experience"

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iMedia Brand Summit - Sept 2010...

iMedia Brand Summit - Sept 2010
Shifts in consumer media consumption habits are reshaping the ways marketers can—and must— build relationships with consumers. Moreover, the expansion of digital into every aspect of our lives has caused fundamental changes in how people interact with brands, what they expect of brands, and the role marketing plays in their lives.

The Relationship Era is here. Brands must form deeper connections and reach people on a different level, and trust and meaningful connections with consumers are the keys to success.

Over the last 60 years, M&Ms has grown into a mega brand that is now sold in over 100 countries. M&Ms marketing efforts have evolved from purely functional benefits (“Melts in your mouth, not in your hand”) to more personalized, lifestyle-focused efforts. Mars treats customers as partners, and has tapped emerging technology and platforms, like e-commerce and mass customization, for product development and customer satisfaction.

Join Jim Cass to discuss the Relationship Era, what it has meant for the brand, and where they are going next.

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Transcript

  • 1. Building an Iconic Brand in the New Era of Empowered Consumers
    September 14, 2010
  • 2. “The times are they are a-changing”
    In the new era of marketing, leading brandsengage with people, and in doing sobuild sustainable relationships – ones that involvehigh levels of trust and transaction.
  • 3. A Brand’s Goal is to Build Trust and Transactions
    CONGRUENCY
    CARE
    CREDIBILITY
  • 4. The Evolution of Marketing
  • 5. Evolution of M&M’s Marketing Strategy Across the Eras
  • 6. Shifting Marketing Approach into the Relationship Era
    Technology
    Your Brand’s Purpose
    Market Demand
    Create Marketing Plan
    Advertise and Promote
    Create Marketing Plan
    Advertise and Promote
    Develop Offerings
    Test in Market
    Develop Offerings
    Test in Market
    Measure
    Measure
    Attract and Inspire
    Learn and Adapt
    Co-create Offerings
    Listen
    Lead A Movement
  • 7. Attract and Inspire
    Learn and Adapt
    Lead A Movement
    Co-create Offerings
    Listen
    Co-Create Offerings
  • 8. Attract and Inspire
    Learn and Adapt
    Lead A Movement
    Co-create Offerings
    Listen
    Listen
  • 9. Attract and Inspire
    Learn and Adapt
    Lead A Movement
    Co-create Offerings
    Listen
    Attract and Inspire
    NBC Interstitials 2004
    M-Azing Apprentice 2005
    Dick Clark New Year's Eve 2003
    ET Tie-Ins 2006
  • 10. Attract and Inspire
    Learn and Adapt
    Lead A Movement
    Co-create Offerings
    Listen
    Lead A Movement
  • 11. Sometimes, You Just Let Word-of-Mouth Take its Own Course!
  • 12. Attract and Inspire
    Learn and Adapt
    Lead A Movement
    Co-create Offerings
    Listen
    Learn and Adapt
    1: Direct traffic
    2: Referred Traffic
    3: Search Traffic
  • 13. Five Tips for Success in the Relationship Era
    1. Clarify Purpose
    2. Commit to Sustainable Relationships
    3. Connect with Authenticity
    4. Engage
    5. Treat Customers as Partners
  • 14. 1. Clarify Purpose
  • 15. QualityOur relentless commitment
    ResponsibilityIn the hands of our associates
    MutualityCloser to our customers
    EfficiencyGreater focus on fewer priorities
    FreedomModel for growth and profit
    2. Commit to Sustainable Relationships
    Commitment to the customer, quality, ingenuity, & the team
    Accomplishment, Pride, Recognition, and
    Team Spirit
    The ability to have fun doing fulfilling work, in a flexible environment, with opportunities for growth.
    Hard working, talented associates
    committed to the customer, working in a fast-paced
    open office with a ‘sky’s the limit!’ attitude
  • 16. 3. Connect with Authenticity
  • 17. 4. Engage
  • 18. 5. Treat Customers as Partners
  • 19. Key Take Aways…
    • It’s all about a two way relationship… In relationships, trust is paramount to success and sustainability To foster trust… thinking deeply about your purpose
  • Thanks!