Stop marketing to people…



                  Marwann AL SAADI
                      Brieuc SAFFRÉ
…and begin marketing to situations




slavickgo on sxc.hu
As a marketer, you always have to
bring your solution to some specific

             needs
                             © ...
Whether you
                      are a woman…


Royalshot on sxc.hu
...a man



tolgakosta on sxc.hu
…a child




Jana_koll on sxc.hu
…or an old person



coloniera2 on sxc.hu
You can be in a hurry…




analog on flickr
tired…




goody2230 on sxc.hu
Christiem on sxc.hu




                      bored…
happy…


arsel on sxc.hu
lusi on sxc.hu




                 …or thirsty
You can be an expert in finance…




ngould on sxc.hu
…and a newbie in DIY
It is all about context and situations




                               © Saniya Al Saadi
Legomyphoto.wordpress.com




 and how you can adapt your product
 or service to them…
This is why you have to customize
your speech




                              acaben on flickr
HushhushFR




Nestlé Aquarel
targets its thirsty
users in concerts,
because they
know they will be
useful to them.
Sametimenxtyr on deviantart




  They satisfy an instant need.
Old spice engages tweeters and
 TV advertisement spectators…

© Old Spice
…answers to each tweet with a
 personalized video…




© Old Spice
…and entertains
      people in a new
      way!




© Old Spice
MINI in USA answers to particular
situations with its Roadside assistance
app…
…and provides useful help to car
drivers facing problems on the road.
Asos.com website




Asos helps you choose your clothes depending
on weather and activity: your situation.
Nowadays, people tend to care less
about a company’s story




                               © Saniya Al Saadi
© Saniya Al Saadi




It is now all about discovering, living
and sharing new experiences
bwaclawski on sxc.hu




Whatever your product or service is…
navigergo on flickr




…it is related to one “personal” situation
Electronic toilet
                            paper dispenser




Stop providing useless stuff to
your customers...
SitorSquat is an
iPhone application
created by
Charmin, toilet
paper brand.
It helps you find
the nearest toilets
and tell...
Social Media and
geolocation for example
are some good
opportunities to learn
more about contexts and
situations. They per...
Fiat takes advantage of situations
with Ecodrive…
…and provides a free and useful service helping
drivers to consume less.
Relationship is thus not limited to the
purchasing process anymore…
…and Fiat collects data to innovate and
improve its next cars.




Data tron
Crème Brûlée carts in San Francisco
take advantage of social media


                                  This Crème brûlée
 ...
BakerTweet sends a
tweet to followers
when the bread is
hot and ready.




                     …and   bakers do even more...
The History channel makes good use
of geolocation…


                          The History Channel
                       ...
Knowing situations will
permit you to be more
meaningful and relevant.
Being relevant means bringing value and
converting new members to your brand!
                                   © Saniya ...
Thank you for
your attention.

And many thanks
to Saniya AlSaadi
sxc.hu, flickr.com
users for their
cool photos.
Inspired by

    Helge Tenno 180360720.no
 Faris Yakob farisyakob.typepad.com
Paul Isakson paulisakson.typepad.com
 Trendw...
marwann al saadi
                             twitter.com/marwannas
                           brieuc saffré
             ...
Upcoming SlideShare
Loading in...5
×

Stop marketing to people

4,970

Published on

...and begin marketing to situations!

Published in: Business
7 Comments
25 Likes
Statistics
Notes
  • great stuff here. a very simple of example of brand utility is here.
    http://www.slideshare.net/koochi/dettol-case-study-wommy-gold-2011
    A 20 cent spray bottle which grew sales >80%.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Thanks, You are doing visually what I offer orally: communication to and between subgroups. We live in a very specialized world. We recognize that we must target individuals based on their specific needs, as you put it - their situations. And there are enough of these 'situations' to warrent group targeting. Phoenix-English Communications, Germany.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • how can i download ? Or it just can be enjoy it
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • smart
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hi Moncy, thanks for the feedback, happy you liked it and I hope you will make good use of it.
    Have a nice day

    Nadine, merci beaucoup pour ce message, et j’espère que cette présentation vous sera utile!
    Bonne journée!

    Marwann.

    P.S.: You can follow us and find case studies at http://www.brand-utility.com and for French people, at http://www.scanblog.com/blog/actu/ too :-)
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
4,970
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
0
Comments
7
Likes
25
Embeds 0
No embeds

No notes for slide

Transcript of "Stop marketing to people"

  1. 1. Stop marketing to people… Marwann AL SAADI Brieuc SAFFRÉ
  2. 2. …and begin marketing to situations slavickgo on sxc.hu
  3. 3. As a marketer, you always have to bring your solution to some specific needs © Saniya Al Saadi
  4. 4. Whether you are a woman… Royalshot on sxc.hu
  5. 5. ...a man tolgakosta on sxc.hu
  6. 6. …a child Jana_koll on sxc.hu
  7. 7. …or an old person coloniera2 on sxc.hu
  8. 8. You can be in a hurry… analog on flickr
  9. 9. tired… goody2230 on sxc.hu
  10. 10. Christiem on sxc.hu bored…
  11. 11. happy… arsel on sxc.hu
  12. 12. lusi on sxc.hu …or thirsty
  13. 13. You can be an expert in finance… ngould on sxc.hu
  14. 14. …and a newbie in DIY
  15. 15. It is all about context and situations © Saniya Al Saadi
  16. 16. Legomyphoto.wordpress.com and how you can adapt your product or service to them…
  17. 17. This is why you have to customize your speech acaben on flickr
  18. 18. HushhushFR Nestlé Aquarel targets its thirsty users in concerts, because they know they will be useful to them.
  19. 19. Sametimenxtyr on deviantart They satisfy an instant need.
  20. 20. Old spice engages tweeters and TV advertisement spectators… © Old Spice
  21. 21. …answers to each tweet with a personalized video… © Old Spice
  22. 22. …and entertains people in a new way! © Old Spice
  23. 23. MINI in USA answers to particular situations with its Roadside assistance app…
  24. 24. …and provides useful help to car drivers facing problems on the road.
  25. 25. Asos.com website Asos helps you choose your clothes depending on weather and activity: your situation.
  26. 26. Nowadays, people tend to care less about a company’s story © Saniya Al Saadi
  27. 27. © Saniya Al Saadi It is now all about discovering, living and sharing new experiences
  28. 28. bwaclawski on sxc.hu Whatever your product or service is…
  29. 29. navigergo on flickr …it is related to one “personal” situation
  30. 30. Electronic toilet paper dispenser Stop providing useless stuff to your customers...
  31. 31. SitorSquat is an iPhone application created by Charmin, toilet paper brand. It helps you find the nearest toilets and tells you if it is open or not. …and make them come to you by helping them.
  32. 32. Social Media and geolocation for example are some good opportunities to learn more about contexts and situations. They permit to collect data. © Saniya Al Saadi
  33. 33. Fiat takes advantage of situations with Ecodrive…
  34. 34. …and provides a free and useful service helping drivers to consume less.
  35. 35. Relationship is thus not limited to the purchasing process anymore…
  36. 36. …and Fiat collects data to innovate and improve its next cars. Data tron
  37. 37. Crème Brûlée carts in San Francisco take advantage of social media This Crème brûlée cart lets customers know where he is through Twitter and geolocation apps. chrisleesphotos on flickr
  38. 38. BakerTweet sends a tweet to followers when the bread is hot and ready. …and bakers do even more for their customers!
  39. 39. The History channel makes good use of geolocation… The History Channel created tips on Foursquare that share historical facts with users when they check into specific locations. They brought interesting and relevant information.
  40. 40. Knowing situations will permit you to be more meaningful and relevant.
  41. 41. Being relevant means bringing value and converting new members to your brand! © Saniya Al Saadi
  42. 42. Thank you for your attention. And many thanks to Saniya AlSaadi sxc.hu, flickr.com users for their cool photos.
  43. 43. Inspired by Helge Tenno 180360720.no Faris Yakob farisyakob.typepad.com Paul Isakson paulisakson.typepad.com Trendwatching trendwatching.com TechCrunch techcrunch.com The Book of Revelations thebookofrevelations.co.uk
  44. 44. marwann al saadi twitter.com/marwannas brieuc saffré brand-utility.com fluid-advance.com slideshare.net/brieuc bkp550 on flickr twitter.com/_brieuc scanblog.com twitter.com/scanblog slideshare.net/scanblog facebook.com/scanblog August 2010

×