The Opposite of Big
>>	
  How	
  to	
  win	
  at	
  marketing	
  in	
  a	
  world	
  that’s	
  getting	
  smaller	
  every...
The	
  evolution	
  of	
  marketing	
  in	
  
	
  five	
  easy	
  steps.	
  
	
  >>	
  Once	
  upon	
  a	
  time,	
  the	
 ...
1.	
  You	
  owned	
  your	
  brand.	
  
	
  >>	
  Ah,	
  the	
  good	
  old	
  days.	
  Your	
  job	
  was	
  to	
  push	...
2.	
  Then	
  came	
  Social	
  Media.	
  
	
  >>	
  It	
  gives	
  people	
  the	
  power	
  to	
  connect	
  with	
  eac...
3.	
  Your	
  customer	
  owns	
  ‘your’	
  brand.	
  
	
  
>>	
  These	
  days,	
  marketers	
  are	
  spending	
  more	
...
4.	
  What’s	
  next?	
  
	
  
>>	
  You	
  can’t	
  own	
  your	
  brand	
  any	
  more.	
  But	
  you	
  can	
  still	
 ...
5.	
  Your	
  customer	
  is	
  your	
  brand.	
  
	
  
>>	
  Whoa,	
  this	
  is	
  a	
  pretty	
  heavy	
  concept.	
  O...
How	
  are	
  you	
  going	
  to	
  push	
  your	
  story	
  out	
  there?	
  
Better	
  yet,	
  how	
  are	
  you	
  goin...
Social	
  media	
  is	
  media.	
  It’s	
  a	
  channel.	
  
	
  Without	
  content,	
  a	
  channel	
  is	
  an	
  empty	...
The	
  content	
  in	
  channels	
  is	
  often	
  not	
  an	
  idea.	
  
There’s	
  no	
  reason	
  it	
  should	
  be.	
...
Ideas	
  need	
  channels.	
  
	
  
>>	
  Without	
  a	
  channel,	
  the	
  idea	
  remains	
  in	
  one	
  place,	
  glu...
Ideas	
  don’t	
  know	
  it,	
  but	
  they	
  do	
  not	
  
share	
  equal	
  ability	
  to	
  penetrate	
  heads.	
  
	...
Ideas	
  like	
  to	
  propagate.	
  They	
  don’t	
  want	
  
to	
  occupy	
  just	
  one	
  head.	
  They	
  want	
  to	...
Media	
  also	
  allow	
  ideas	
  to	
  enter	
  many	
  
heads	
  one	
  after	
  the	
  other	
  in	
  a	
  cascade	
  ...
So	
  even	
  though	
  social	
  media	
  is	
  sexier	
  than	
  
television	
  or	
  radio	
  right	
  now,	
  it	
  is...
Channels	
  need	
  content.	
  Content	
  does	
  not	
  
have	
  to	
  be	
  an	
  idea.	
  But	
  when	
  it	
  is,	
  ...
This	
  part	
  is	
  so	
  important,	
  we’ll	
  say	
  
it	
  again:	
  Ideas	
  make	
  money	
  move.	
  
Channels	
 ...
If	
  you	
  are	
  a	
  seller	
  of	
  products	
  or	
  services,	
  
you	
  need	
  to	
  attach	
  powerful	
  ideas	...
Powerful	
  ideas	
  ‘pull’	
  more	
  money.	
  
They	
  also	
  pull	
  it	
  faster.	
  Some	
  ideas	
  
pull	
  money...
If	
  you	
  want	
  to	
  sell	
  more	
  stuff	
  to	
  more	
  
people	
  more	
  often,	
  you	
  need	
  to	
  create	...
 	
  
	
  
21
Contact:	
  johnmkewley@gmail.com	
  
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How to Win at Marketing.

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Transcript of "How to Win at Marketing."

  1. 1. The Opposite of Big >>  How  to  win  at  marketing  in  a  world  that’s  getting  smaller  every  day  <<   1 ©  John  Kewley  2012  
  2. 2. The  evolution  of  marketing  in    five  easy  steps.    >>  Once  upon  a  time,  the  world  was  big,  really  big.  Explorers    spent  their  entire  lives  getting  from  there  to  here.  Then  came  the   telegraph,  radio,  TV,  the  Internet,  mobile  smartphones...  and   coming  your  way:  the  injectable  Internet  via  implanted  chips,  not   to  mention  airborne  BreatheNet.  What  to  do,  dear  marketer,  what   to  do?  Let’s  go  backward  to  go  forward...     2
  3. 3. 1.  You  owned  your  brand.    >>  Ah,  the  good  old  days.  Your  job  was  to  push  TV,  radio  and  print  ads  at  unsuspecting   people.  Selling  was  based  on  USPs—Unique  Selling  Propositions,  golden  nuggets  of   competitive  product  difference  guaranteed  to  penetrate  the  dormant  brain  cells  of  the   target  audience  and  incite  them  to  rush  out  and  make  a  purchase.  ‘Brand-­‐building’  was   all  the  rage.  Life,  my  friend,  was  peachy.  Sales  targets  were  easily  attainable.  Let’s  give   the  CMO  a  big  fat  raise.     3
  4. 4. 2.  Then  came  Social  Media.    >>  It  gives  people  the  power  to  connect  with  each  other  while  you’re  soundly   sleeping—after  all,  you  got  that  big  fat  raise.  Ungratefully,  they  used  that  power   to  trade  stories  about  your  brand,  not  all  of  them  favourable.  With  the  rise  of   social  media  like  Facebook,  Twitter,  Yelp  and  rather  more  specific  vehicles  like   Why  I  $#@!!%  Hate  [insert  your  brand  here],  complete  with  a  YouTube  video   that’s  been  viewed  487,000  times.  Geez.     4
  5. 5. 3.  Your  customer  owns  ‘your’  brand.     >>  These  days,  marketers  are  spending  more  time  and  money  trying  to  ‘touch’    people  via  social  media,  meaning  they  have  less  money  to  invest  in  the  generation   of  big  ideas.  As  follower  lists  grow,  ideas  are  getting  smaller.  Marshall  McLuhan   was  right.  The  medium  is  the  message.  Gotta  get  something  —  anything  —  up  on   that  Facebook  wall,  pronto,  where  somebody  might  ‘like’  it.  Placement  beats  con-­‐   tent.  But  never  forget  that  brand  love  beats  brand  ‘like’.     Tip?  Go  for  the  deeper  emotion,  pal.     5
  6. 6. 4.  What’s  next?     >>  You  can’t  own  your  brand  any  more.  But  you  can  still  win—and  keep  your   job—by  investing  more  resources  in  big  ideas.  The  kind  that  amuse,  engage,   inform,  persuade  and  yes,  add  value  to  the  brand,  even  though  you  don’t   own  it.  Because  people  are  still  people.  You  know,  they  don’t  actually  live   inside  that  little  house  in  your  browser  that  represents  ‘Home’.  They  still  exist   offline.  They  breathe  and  laugh  and  cry  and  dream  and  hope  and  buy.  They   sit  around  in  a  real  place  with  a  roof  and  four  walls  and  a  leaky  faucet,  and   yup,  they  do  still  watch  TV.  So  think  harder  about  how  to  reach  ‘em  where   they  live,  not  just  where  they  virtually  hang  out.     6
  7. 7. 5.  Your  customer  is  your  brand.     >>  Whoa,  this  is  a  pretty  heavy  concept.  Only  forward-­‐thinking  marketers  get  it.   But  think  about  it.  You  don’t  own  your  brand,  your  customer  does.  A  brand  is  an   ephemeral  thing.  It  resides  in  the  neurons  of  everybody  who  has  ever  used  your   product  or  service,  or  heard  an  opinion  from  anyone  who  has.  When  they  go   online  to  tweet,  or  get  up  and  go  into  the  kitchen  to  make  a  sandwich,  they  carry   ‘your’  brand  with  them.  It’s  inside  their  heads.  Your  brand  is  mobile.  It  walks  and   talks.  Your  job  is  to  tell  all  of  those  people  your  brand  story  so  they  can  tell   others.  The  key  word  here  is  ‘tell’.  Don’t  sell.  They  can  see  right  through  that  old   trick.  Respect,  honor  and  elevate  your  customers.  Remember,  they  are  the  brand.   Tell  unexpected  and  engaging  stories  that  create  new  customer  connections  and   illuminate  old  ones.     7
  8. 8. How  are  you  going  to  push  your  story  out  there?   Better  yet,  how  are  you  going  to  put  it   conveniently  on  your  customer’s  doorstep,   quietly  enough  not  to  disturb  them,  then  get  out   of  the  way  and  let  them  pull  it  into  their  lives?     >>  Getting  your  story  into  your  customer’s  head  must  be  about  piggybacking  on  the  right  distribution   channel,  right?  Let’s  see.  Today,  social  media  is  sexy.  But  someday,  sooner  than  later,  it  will  not  be.     >>  Radio  used  to  be  sexy,  if  you  can  believe  that.  Families  got  dressed  in  their  finest  clothes  and  sat  primly   beside  a  large  piece  of  wooden  furniture  that  weighed  a  couple  of  hundred  pounds  called  a  radio,  giving  it   their  full  attention.     >>  They  were  interested  in  the  content,  sure.  But  they  were  enthralled  by  the  media  itself.  Radio  was  magic.   That  sense  of  wonder  faded.     8
  9. 9. Social  media  is  media.  It’s  a  channel.    Without  content,  a  channel  is  an  empty  tube.   It’s  a  water  pipe  without  the  water.   It’s  an  empty  conduit,  full  of  echoes.     >>  Without  content,  channels  are  carriers  with  nothing  to  carry,  vacant  pathways,  abandoned   tunnels,  bloodless  arteries.  Channels  need  content.     9
  10. 10. The  content  in  channels  is  often  not  an  idea.   There’s  no  reason  it  should  be.     >>  Content  fulfills  its  purpose  as  long  as  it  occupies  space  in  the  channel.  It’s  perfectly  fine  if    content  is  merely  a  data  stream,  a  burst,  a  blip,  a  shout.  The  channel  swells  with  pride.  It  feels  full.     >>  Content  can  be  pictures,  messages,  words,  video,  pings,  hiccups.  Sometimes  these  things   convey  an  idea.  Sometimes  they  don’t.  Channels  do  not  need  ideas.     10
  11. 11. Ideas  need  channels.     >>  Without  a  channel,  the  idea  remains  in  one  place,  glued  to  the  floor.  You  might   come  across  it,  as  you  would  stumble  over  a  toadstool  in  a  dark  forest.  But  you   probably  wouldn’t.     But  an  idea  doesn’t  care  what  kind  of   channel  it  is  in.     >>  It  will  try  very  hard  to  move  along  in  the  channel.  Ideas  like  to  move.  They  will   happily  travel  inside  a  whisper,  a  bullet,  a  kiss,  a  hug,  a  punch,  a  teardrop.  They  will   work  hard  to  get  where  they  are  going.  They  want  to  get  inside  as  many  heads  as   possible,  as  fast  as  possible.     11
  12. 12. Ideas  don’t  know  it,  but  they  do  not   share  equal  ability  to  penetrate  heads.     >>  Some  ideas  are  so  foolish  they  bounce  right  off.  Other  ideas  are  so  foolish,  they  find   a  welcome  mat  waiting  for  them  and  so  they  go  right  in  and  make  themselves  at  home.   Lesson?  People  do  not  care  if  ideas  are  foolish.     12
  13. 13. Ideas  like  to  propagate.  They  don’t  want   to  occupy  just  one  head.  They  want  to   occupy  them  all.     >>  This  is  why  media  are  important.  Media  allow  ideas  to  enter  many  heads  at  the  same   time,  as  with  a  television  broadcast.     13
  14. 14. Media  also  allow  ideas  to  enter  many   heads  one  after  the  other  in  a  cascade   called  ‘viral’.     >>  The  effect  of  viral  is  no  greater  than  the  effect  of  broadcast.  The  end  result  is  the   same:  an  idea  moves  from  one  place  to  many.  The  only  variant  is  how  long  it  takes   to  happen.  Broadcast  is  faster,  which  sometimes  is  better,  but  only  when  speed  of   transmission  matters.     14
  15. 15. So  even  though  social  media  is  sexier  than   television  or  radio  right  now,  it  is  no  better.    It  is  just  a  different  channel.     >>  What  really  matters  is  the  content  being  transmitted  in  the  channel.  It  matters  most  when   that  content  is  an  idea.     >>  Let’s  summarize.  Ideas  need  channels.  Social  media  is  the  channel  du  jour.  Traditional  media   like  TV  still  matter  because  they  give  ideas  the  ability  to  enter  many  heads  at  the  same  time.     15
  16. 16. Channels  need  content.  Content  does  not   have  to  be  an  idea.  But  when  it  is,  it  moves   faster  and  gets  inside  more  heads.     >>  Anyone  who  is  capable  of  coming  up  with  ideas  is  king.  Generating  ideas  is  a  tremendously   important  talent.  It  is  so  important  that  it  makes  money  move.  Money  moves  toward  people   who  can  create  ideas.     16
  17. 17. This  part  is  so  important,  we’ll  say   it  again:  Ideas  make  money  move.   Channels  cannot  do  that.     >>  Money  moves  toward  products  and  services  that  have  ideas  attached  to  them.   That  is  why  advertising  exists.     >>  Advertising  is  not  about  channels.  Marketing  isn’t  about  channels.  They’re    about  ideas.  More  specifically,  marketing  is  about  attaching  ideas  to  products  and   services  that  are  powerful  enough  to  make  money  move.     17
  18. 18. If  you  are  a  seller  of  products  or  services,   you  need  to  attach  powerful  ideas  to   whatever  you’re  selling.     >>  It  is  not  enough  to  engage  suppliers  who  bill  themselves  as  ‘social  media  experts’.   Social  media  is  just  a  channel.     >>  You  need  people  who  are  imaginative  enough  to  generate  ideas  capable  of  moving   through  any  channel,  getting  inside  heads,  attaching  themselves  to  money,  and  pulling   that  money  back  to  you.     18
  19. 19. Powerful  ideas  ‘pull’  more  money.   They  also  pull  it  faster.  Some  ideas   pull  money  forever.     >>  What  makes  an  idea  powerful?  It  needs  to  be  unexpected.  It  also  needs  to  be   relevant  to  its  receiver.     >>  An  unexpected  idea  that  is  not  relevant  is  capable  of  attracting  attention,  but   will  not  be  able  to  pull  money  over  time,  if  at  all.     >>  A  relevant  idea  that  is  not  unexpected  will  be  unable  to  compete  with  all  of  the   other  ideas  rushing  through  the  channel  like  water  through  a  firehose.     19
  20. 20. If  you  want  to  sell  more  stuff  to  more   people  more  often,  you  need  to  create   a  tornado  inside  your  customer’s  head.     >>  The  best  way  to  do  that  is  with  unexpected,  relevant  ideas.     >>  You  need  to  really  burrow  in  there  and  tickle  those  neurons.  Because  in  this  age  of   instantaneous  zipping  and  zapping,  opinions  flying  hither  and  yon  on  blogs  that  flog,   and  walls  that  bring  people  together  instead  of  keeping  them  apart,  you  don’t  own   your  brand.  Your  customers  do.  They’re  just  letting  you  borrow  it.     20
  21. 21.       21 Contact:  johnmkewley@gmail.com  
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