Passion in corp campaigns

5 TH MARKETING FORUM, NICOSIA, CYPRUS, DECEMBER 2008 Leda Karabela, IT Pro Marketing Lead MICROSOFT MIDDLE EAST & AFRICA HQ Email: ledak@microsoft.com

PITCHING WITH OOMPH: BE DIFFERENT, BE YOU! Buzz marketing - it’s just something more than a term. Passion - all relationships need it. What can marketers do to create the buzz, attraction, allure and emotional and mental space to get people to act on their sentiments?

PASSION!!!!
http://www.youtube.com/watch?v=esrNyIg_SMI

EMOTIONAL CONTAGION, HATFIELD, CACIOPPO, & RAPSON, 1994
Expressed emotions and how they can influence
Emotional contagion : the tendency to express and feel emotions that are similar to and influenced by those of others. One view of the underlying mechanism is that it represents a tendency to automatically mimic and synchronize facial expressions, vocalizations, postures, and movements with those of another person and, consequently, to converge emotionally.

THE CASE OF HUSH PUPPIES: SOHO & EAST VILLAGE KIDS

THE BASSET HOUND

1994-1995: THE TIPPING POINT FOR HUSH PUPPIES

THE NIKE + CASE
800,000 runners signed up to run a 10K race in 25 cities globally (Chicago - S. Paolo)

NIKE+ IPOD
Nike + 25 city 10K run
iPod making the connection
As of August 2008 Nike+ iPod Gym users can record their workouts on Gym equipment including Life Fitness Treadmills, Cross-Trainers and Upright and Recumbent bikes. Users don't need a Sports Kit for this, they simply plug their iPod Nano into the iPod connector on the cardio equipment in their gym. Nike+ lets a user track this data as cardio miles on the web site.
As of Sept. 2008, Apple has integrated the 2nd generation iPod Touch with built-in Nike+ capabilities, eliminating the need for an external receiver to be connected .

SOCCER & FANS A CASE FOR THE FUTURE
FIFA 2010

HOW TO CONNECT & EXCITE THE FANS
Opportunities for novel engagement

LINKAGES
Mobile downloads

LINKAGES
GPS functionality

PC & MOBILE
Don’t miss a thing. Stay connected!

SO, IS THE CORPORATE WORLD CHANGING?

ENTERPRISE FOR THE FUTURE
The IBM Global CEO study: Defining the traits for success

IBM.COM/ENTERPRISEOFTHEFUTURE
Integration
“ In the future, we will be talking more and more about the ‘ prosumer’ — a
consumer/producer who is even more extensively integrated into the value
chain.
As a consequence, production processes will be customized more precisely and individually.”
Hartmut Jenner, CEO,
Alfred Kärcher GmbH
ibm.com/enterpriseofthefuture
I n a recent survey of 1,000
retail consumers, 53 percent said
they used the Internet to compare product features and prices;
25 percent did so from a mobile device while in a store.
And one in ten sent text messages to friends and family during shopping trips to get input or share information on products.
“ 2007 Was the Year of the ‘Omni Consumer’ According to IBM Analysis.” IBM press release.
December 17, 2007.

SO... HOW COULD YOU INFLUENCE THOSE YOU WANT TO TOUCH?

HOW OLD DO YOU THINK THIS YANKELOVICH POLL IS?
NYT: 54% of people avoid buying products that have overwhelmed them with advertising .

THE TIPPING POINT, MALCOLM GLADWELL, 2001
The Few That Lead You To The Many
In making his case for “The Law Of The Few,” Malcolm Gladwell in his revolutionary book “Tipping Point” reveals the surprisingly large role a small cadre of influencers he calls Connectors, Mavens, and Salespeople play in influencing others.
Connectors are defined as “people who know lots of people, people with a special gift of bringing the world together; “
Mavens are “information specialists, people we rely upon to connect us with new information;”
Salespeople are “people with the skills to persuade us when we are unconvinced of what we are hearing.”

PASSIONATE MOVEMENTS
In closing...
Marketing guru Seth Godin , says it best in his 2007 “meatball sundae”.
“ Ideas that spread through groups of people are far more powerful than ideas delivered at an individual.
Social change, education, new-product launches, religious movements…it doesn’t matter, the story is the same. Movements are at the heart of change and growth.
A movement — an idea that spreads with passion through a community and leads to change — is far more powerful than any advertisements ever could be.”

THANK YOU! QUESTIONS? COMMENTS? ARGUMENTS? EMAIL ME AT LEDAK@MICROSOFT.COM

Passion in corp campaigns

by Leda Karabela on Mar 23, 2009

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