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Big Tent Creativity
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  • 1. Big Tent Creativity • Sandwich board • T-Shirt • Lawn signs (7) • Email signatures • Parking lot chalk • Door clings • Marquee • Table tent • Napkin bands • Water bottle caps • Coat hanger tags • Soap dispensers Rethink—a fresh take on connecting with your customers 01
  • 2. Big Tent Creativity Why “Big Tent?” Television Radio Society on the move — “like herding cats” Print Message/Medium link Direct Mail Literature “If content is king, then context is queen” Point of Sale Outdoor Trade Show Expanding media options PR Web Site Virtual Worlds Kiosks Podcasting Web Banners Word-of-Mouth Floor Graphics Satellite Radio Webinar Online Video Widgets Gaming Blogs Wallscapes Email Marketing Staged Events Reactrix Vlogs Street Teams Cinema Slides PointRoll Folksonomies Buzz Marketing Ambient/Guerilla Tactics Cinema Pre-Roll ent GPS DVD Product Placem Search Engine Marketing Text Messaging Virtual Events On-Hold Marketing Chat SEO Digital Billboard Rich Media Surface Computing Voice Chat Social Networking Elevator Screens Apparel File Sharing RSS Feeds Viral Marketing Gas Pump Video iPods/iTunes Discussion Groups Transit Consumer-Generated Media Naming Rights g Contests Mobile Marketin Social Sponsorships Wikis Environments Interactive TV Rethink—a fresh take on connecting with your customers 02
  • 3. Big Tent Creativity Why “Big Tent?” Society on the move — “like herding cats” “If content is king, then context is queen” Message/Medium link Expanding media options Too much to know it all & changing constantly “We may continue to be Collaborative storytelling exposed to media on an ever greater scale, but Ideas from anywhere & everywhere that doesn’t Stretch & break traditional mar/comm boundaries actually mean we absorb it.” Fluid execution — It’s about being relevant — Michael Bloxha insight and resear m, Director of ch at Ball State University’s center for Media Design Rethink—a fresh take on connecting with your customers 03
  • 4. Segmentation
  • 5. Big Tent Creativity: Segmentation It’s no longer about reaching the masses More important to reach 10 of the right people than 100 of the wrong i.e. local dance studios Rethink—a fresh take on connecting with your customers 05
  • 6. Big Tent Creativity: Segmentation If the audience is large, segment within Message will get lost if not tailored to the different segments Rethink—a fresh take on connecting with your customers 06
  • 7. Big Tent Creativity: Segmentation If the audience is large, segment within Message will get lost if not tailored to the different segments Rethink—a fresh take on connecting with your customers 07
  • 8. Big Tent Creativity: Segmentation If the audience is large, segment within Message will get lost if not tailored to the different segments Rethink—a fresh take on connecting with your customers 08
  • 9. Big Tent Creativity: Segmentation Psychographic targeting vs. demographic targeting Behavioral targeting looks beyond age and gender Rethink—a fresh take on connecting with your customers 09
  • 10. Fluidity
  • 11. Big Tent Creativity: Fluidity Consistency in branding — 2 classic definitions: 1.) Consistent visual identity and brand voice across all points of contact 2.) Consistent delivery of the brand promise Fluidity in branding Capitalize on benefits of uniformity while allowing for flexibility to ensure relevance Rethink—a fresh take on connecting with your customers 11
  • 12. Big Tent Creativity: Fluidity Audience A Audience B Audience E Brand Audience D Audience C Rethink—a fresh take on connecting with your customers 12
  • 13. Big Tent Creativity: Fluidity What comprises Brand uniformity? The Brand is centered around a single, big idea It remains true to its core purpose It is the central organizing principle of the company Rethink—a fresh take on connecting with your customers 13
  • 14. Big Tent Creativity: Fluidity What comprises Brand uniformity? The Brand is centered around a single, big idea It remains true to its core purpose It is the central organizing principle of the company Rethink—a fresh take on connecting with your customers 14
  • 15. Big Tent Creativity: Fluidity What comprises Brand uniformity? The Brand is centered around a single, big idea It remains true to its core purpose It is the central organizing principle of the company Rethink—a fresh take on connecting with your customers 15
  • 16. Big Tent Creativity: Fluidity What comprises Brand uniformity? The Brand is centered around a single, big idea It remains true to its core purpose It is the central organizing principle of the company Rethink—a fresh take on connecting with your customers 16
  • 17. Big Tent Creativity: Fluidity Brand Fluidity: The 70/30 Rule: Context vs. numerical application 70% of brand strategy & guidelines firm/ 30% flexible Flexibility comprised of: Language/cultural differences The Fluid Brand “…puts Audience variances a brand’s message out there, traveling many dif Changes in market landscape fer ent pathways, and dressed in many differen t costumes, all Advances in technology specifically tailored to ce rta in groups of interested consumers. Crossing pa ths with the consumer now actually starts a rel ationship in which the consumer plays an activ e part.” — MEDIA Magazine Rethink—a fresh take on connecting with your customers 17
  • 18. Big Tent Creativity: Fluidity Fluid Identity: Schemes that flex and adapt to circumstances are more appropriate in the multi-channel, multicultural world that brands now inhabit Rethink—a fresh take on connecting with your customers 18
  • 19. Big Tent Creativity: Fluidity Fluid Identity: Schemes that flex and adapt to circumstances are more appropriate in the multi-channel, multicultural world that brands now inhabit Rethink—a fresh take on connecting with your customers 19
  • 20. Big Tent Creativity: Fluidity Fluid Identity: Schemes that flex and adapt to circumstances are more appropriate in the multi-channel, multicultural world that brands now inhabit Rethink—a fresh take on connecting with your customers 20
  • 21. Big Tent Creativity: Fluidity Fluid Identity: Schemes that flex and adapt to circumstances are more appropriate in the multi-channel, multicultural world that brands now inhabit Rethink—a fresh take on connecting with your customers 21
  • 22. Big Tent Creativity: Fluidity Fluid Messaging: It matters less how often or consistently you say the message and more on whether or not customers get the same experience each time Rethink—a fresh take on connecting with your customers 22
  • 23. Big Tent Creativity: Fluidity Fluid Messaging: It matters less how often or consistently you say the message and more on whether or not customers get the same experience each time Rethink—a fresh take on connecting with your customers 23
  • 24. Big Tent Creativity: Fluidity Fluid Messaging: It matters less how often or consistently you say the message and more on whether or not customers get the same experience each time Rethink—a fresh take on connecting with your customers 24
  • 25. Big Tent Creativity: Fluidity Fluid Messaging: It matters less how often or consistently you say the message and more on whether or not customers get the same experience each time Rethink—a fresh take on connecting with your customers 25
  • 26. Distribution
  • 27. Big Tent Creativity: Distribution Time Shifting AND Place Shifting Nomadic Consumers are untethered Distribution must untether or risk irrelevance Content and context of equal importance Rethink—a fresh take on connecting with your customers 27
  • 28. Big Tent Creativity: Distribution Consumption of Content It’s all about how a person wishes to be communicated with “We need to think more about the way consumers consume content, how that differs by the type of content, and why and where they are consuming it.” — Alan Schanzer, North American Managing Partner, MEC Interaction-Media, June 2007 Rethink—a fresh take on connecting with your customers 28
  • 29. Big Tent Creativity: Distribution B2C leads to B2B “The B2B market consists of experts. These people are professionals. And yet, they can’t escape the fact that they’re also HUMAN. Being human, they’re subject to the same laws of life as the rest of us.” — competitivebranding.com Rethink—a fresh take on connecting with your customers 29
  • 30. Big Tent Creativity: Distribution B2C leads to B2B “The B2B market consists of experts. These people are professionals. And yet, they can’t escape the fact that they’re also HUMAN. Being human, they’re subject to the same laws of life as the rest of us.” — competitivebranding.com Rethink—a fresh take on connecting with your customers 30
  • 31. Big Tent Creativity: Distribution B2C leads to B2B “The B2B market consists of experts. These people are professionals. And yet, they can’t escape the fact that they’re also HUMAN. Being human, they’re subject to the same laws of life as the rest of us.” — competitivebranding.com Rethink—a fresh take on connecting with your customers 31
  • 32. Big Tent Creativity: Distribution Offroading Where are your customers? Physically / Mentally / Virtually Rethink—a fresh take on connecting with your customers 32
  • 33. Big Tent Creativity: Distribution Offroading Where are your customers? Physically / Mentally / Virtually Don’t just think outside the box, rethink what the box is! Search for opportunities to connect The inseparable media/message mix Rethink—a fresh take on connecting with your customers 33
  • 34. Big Tent Creativity: Distribution Cingular // (unknown) Rethink—a fresh take on connecting with your customers 34
  • 35. Big Tent Creativity: Distribution Kill Bill promo // Saatchi & Saatchi (New Zealand) Rethink—a fresh take on connecting with your customers 35
  • 36. Big Tent Creativity: Distribution Bic // (unknown) Rethink—a fresh take on connecting with your customers 36
  • 37. Big Tent Creativity: Distribution Benjamin Moore // (unknown) Rethink—a fresh take on connecting with your customers 37
  • 38. Big Tent Creativity: Distribution K Karate School // (unknown) Rethink—a fresh take on connecting with your customers 38
  • 39. Big Tent Creativity: Distribution TAXI (Canada) Rethink—a fresh take on connecting with your customers 39
  • 40. Big Tent Creativity: Distribution Folgers Coffee // Saatchi & Saatchi Rethink—a fresh take on connecting with your customers 40
  • 41. Big Tent Creativity: Distribution Canon Street Marketing // Leo Burnett Rethink—a fresh take on connecting with your customers 41
  • 42. Big Tent Creativity: Distribution FedEx Kinkos // (agency unknown) Rethink—a fresh take on connecting with your customers 42
  • 43. Big Tent Creativity: Distribution Procter & Gamble // (agency unknown) Rethink—a fresh take on connecting with your customers 43
  • 44. Big Tent Creativity: Distribution Wisconsin Public Service // Imaginasium Rethink—a fresh take on connecting with your customers 44
  • 45. Big Tent Creativity: Distribution Schneider Logistics // Imaginasium Rethink—a fresh take on connecting with your customers 45
  • 46. Big Tent Creativity: Distribution Papa John’s Pizza // Saatchi & Saatchi Rethink—a fresh take on connecting with your customers 46
  • 47. Big Tent Creativity: Distribution St. Norbert College // Imaginasium Rethink—a fresh take on connecting with your customers 47
  • 48. Big Tent Creativity: Distribution Lego // Ogilvy & Mather Rethink—a fresh take on connecting with your customers 48
  • 49. Big Tent Creativity: Distribution Venice Casino // AdmCom Rethink—a fresh take on connecting with your customers 49
  • 50. Big Tent Creativity: Distribution Accessorize // Saatchi & Saatchi (Switzerland) Rethink—a fresh take on connecting with your customers 50
  • 51. Big Tent Creativity: Distribution IWC Watches // Jung Von Matt (Hamburg) Rethink—a fresh take on connecting with your customers 51
  • 52. Big Tent Creativity: Distribution Branded chocolate chip cookie scented bus shelters treat commuters to an unexpected multi- sensory experience. MagniScent® olfactory scent sampling technology disseminates smell via scent-infused adhesives affixed to the inside of the bus shelters and undersides of the benches. Got Milk // Goodby, Silverstein & Partners (California) Rethink—a fresh take on connecting with your customers 52
  • 53. Big Tent Creativity: Distribution Unilever // (unknown) Rethink—a fresh take on connecting with your customers 53
  • 54. Big Tent Creativity: Distribution Baltica // (agency unknown) Rethink—a fresh take on connecting with your customers 54
  • 55. Big Tent Creativity: Distribution 20th Century Fox Film Corp. & 7-Eleven // FreshWorks Rethink—a fresh take on connecting with your customers 55
  • 56. Big Tent Creativity: Distribution Offroading Where are your customers? Physically / Mentally / Virtually Don’t just think outside the box, rethink what the box is! Search for opportunities to connect The inseparable media/message mix Matrix+ Rethink—a fresh take on connecting with your customers 56
  • 57. Big Tent Creativity: Distribution Chat of Purchase Posters Symposium Webinar Signage Airport Display Mall bannersIM Branded Promotional Items Articles Point Brochure Product Demo Event Banner Mobile Marketing Identity SSO Trade Papers Show Website Annual Report Promotions Special Events Wallscapes Event Sponsorship DVDs Video Release YouTube White Catalogs TV Campaign RSS Gaming Transit Email NewsletterButtons Printed Team Sponsorships Newsletter Texting Stationery Entry Graphics Banner Advertising Road Show Sport Sell Sheet Email Signature Floor Graphic Stuffers Bill Literature Sales Kits Temporary Tattoos Newspaper Advertising Direct Mail Blogging On-Hold Messaging PostcardsOnline Video Press Releases Christmas Cards Special Events Viral VideoCinema Slides Billboard Radio Campaign Yard Signs Sponorships Sales Team Trade Publication Advertising Radio Door Hanger of Mouth Contests Word Cinema Pre-Roll Speaking Engagements Podcast Rethink—a fresh take on connecting with your customers 57
  • 58. Big Tent Creativity: Distribution Rethink—a fresh take on connecting with your customers 58
  • 59. Big Tent Creativity: Distribution Media-Neutral AND Solutions-Neutral Generational disconnect Rethink—a fresh take on connecting with your customers 59
  • 60. Big Tent Creativity: Distribution Media Neutral AND Solutions-Neutral Generational disconnect Team approach = solutions-neutral Rethink—a fresh take on connecting with your customers 60
  • 61. Big Tent Creativity: Distribution Media Neutral AND Solutions-Neutral Generational disconnect Team approach = solutions-neutral Rethink—a fresh take on connecting with your customers 61
  • 62. Big Tent Creativity Summary Be where your customers are Be relevant thank you. Be alert to solutions from anywhere Be open to Rethink—a fresh take on connecting with your customers 62