The document discusses the evolution of marketing from a simple broadcast model to a more complex model requiring insights, multiple tactics like digital, experiential and social media, and rigorous measurement of impact. It promotes an approach called "Brand Infiltration" that goes beyond ads to building experiences and things that connect, entertain and solve client problems. Brand Infiltration aims to attract, engage and infiltrate audiences through relevant tactics and drive massive impact on metrics like sales and brand awareness.
21. Only 18% of TV ad
campaigns generate
positive ROI.
Source: Connected Marketing: The Viral, Buzz and Word of Mouth
Revolution by Justin Kirby and Paul Marsden
fuck you.
http://www.flickr.com/photos/undergrounder/2583601660/
31. Experiential
grassroots
BRANDED ENTERTAINMENT
BROADCAST
D
Out-of-Home
i Mobile In-store
s
p
l
a
y
32. Experiential
grassroots
BRANDED ENTERTAINMENT
BROADCAST
D Ambient
Out-of-Home
i Mobile In-store
s
p
l
a
y
33. Experiential
grassroots
BRANDED ENTERTAINMENT
BROADCAST
D Ambient
Out-of-Home
i Mobile In-store
s
p
DIRECT
l
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y
34. Experiential
Guerilla
grassroots
BRANDED ENTERTAINMENT
BROADCAST
D Ambient
Out-of-Home
i Mobile In-store
s
p
DIRECT
l
a
y
35. Experiential
Guerilla
grassroots
BRANDED ENTERTAINMENT
BROADCAST
D Ambient
Out-of-Home
i Mobile In-store
s
Social
media
p
DIRECT
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36. Experiential
Guerilla
grassroots
BRANDED ENTERTAINMENT
BROADCAST
D Ambient
Viral
Out-of-Home
i Mobile In-store
s
Social
media
p
DIRECT
l
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y
37. PRESENCE Experiential
Guerilla
grassroots
BRANDED ENTERTAINMENT
BROADCAST
D Ambient
Viral
Out-of-Home
i Mobile In-store
s
Social
media
p
DIRECT
l
a
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38. PRESENCE Experiential
Guerilla
grassroots
BRANDED ENTERTAINMENT Applications
BROADCAST
D Ambient
Viral
Out-of-Home
i Mobile In-store
s
Social
media
p
DIRECT
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39. PRESENCE Experiential
Guerilla
grassroots
BRANDED ENTERTAINMENT Applications
BROADCAST
D Ambient
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Out-of-Home
i Mobile In-store
s
Social
media
p
DIRECT
l
a Undercover
y
40. PRESENCE Experiential
Guerilla
grassroots
BRANDED ENTERTAINMENT Applications
BROADCAST
D Ambient
Viral
Out-of-Home
i Mobile In-store
s
Buzz
Social
media
p
DIRECT
l
a Undercover
y
41. PRESENCE Experiential
Guerilla
grassroots
BRANDED ENTERTAINMENT Applications
BROADCAST
D Ambient
Viral
Out-of-Home
?
i Mobile In-store
s
Buzz
Social
media
p
DIRECT
l
a Undercover
y
71. Brand Infiltration™:
A progressive approach to integrated marketing
that blends digital, experiential and classic
marketing tactics with social media savvy and an
uber-rigorous commitment to metrics.
72. Brand Infiltration™:
The act of going beyond clever copy or pretty
pictures to actually solving our clients’ business
problems in the most inventive, relevant, effective
way possible.
75. A Closer Look at Brand InfiltrationTM
Insight
Infiltrators AKA
Stalkerati use social
media monitoring to
glean meaningful
insights on products,
brands, and consumers.
76. A Closer Look at Brand InfiltrationTM
Tactics
Insight
Infiltrators believe in
Infiltrators AKA
fishing where the fish
Stalkerati use social
actually are — not where
media monitoring to
they might be. Through
glean meaningful
digital, experiential, and
insights on products,
classic channels, our
brands, and consumers.
goal is to drive massive
impact. Of course, clever
copy and pretty pictures
never hurt.
77. A Closer Look at Brand InfiltrationTM
Tactics
Insight Measurement
Infiltrators believe in
Infiltrators AKA Infiltrators are metrics
fishing where the fish
Stalkerati use social maniacs! We look
actually are — not where
media monitoring to beyond clicks and
they might be. Through
glean meaningful impressions to zero in
digital, experiential, and
insights on products, on value: How do our
classic channels, our
brands, and consumers. programs impact
goal is to drive massive conversions, brand
impact. Of course, clever awareness, and
copy and pretty pictures ultimately, sales?
never hurt.
86. MEDIA STRATEGY:
Them
Us
Get the most eyeballs
Focus on most relevant,
(i.e., quantity > quality).
most targeted audience
(i.e., quality > quantity).
100. brandinfiltration.com
BOSTON TORONTO
c: 617.771.8362 c: 416.564.1416
e: marta@brandinfiltration.com e: jacquelyn@brandinfiltration.com
t: @mzkagan t: @infiltrators
101. PHOTO CREDITS
All photos taken by David Cyr or purchased from iStockPhoto.com, except as noted below.
Times Square Billboards
http://www.flickr.com/photos/mattmendoza/3248177419/
Pecado venial
http://www.flickr.com/photos/paco_calvino/509970213/
#11 - Swakopmund
http://www.flickr.com/photos/opeyre/455591380/
Comcast TiVo DVR - To Do List
http://www.flickr.com/photos/stevegarfield/2125870635/
La, La, La, Not Listening!
http://www.flickr.com/photos/benandjenn/2419628201/
fuck you.
http://www.flickr.com/photos/undergrounder/2583601660/