More Than Advertising

„Mass marketing today is a mass mistake.“ Larry Light, Chief Marketing Officer, McDonalds 2004

8375 TV Spots (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

5611 Radio Spots (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

1693 Print Ads (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

3000 (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

„That doesn´t feel like advertisement anymore; but like a war that the economy fights against the people.“ Peter Glaser, Vanity Fair 21/08

THE FACTS & FIGURES

78% of the German population are irritated by advertising, only 24% are still really watching advertising. (Source: GfK Marktforschung)

82% of TV advertising in Germany is generating a negative ROI. (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

12-13% of the viewers can remember a TV-Spot. (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

76% of consumers do not believe companies are telling the truth in their advertising. (Source: GfK Marktforschung)

65% of all people feel „continuously bombarded“ by advertising. (Source: Yankelovich Monitor 2004)

54% of the consumer in the US avoid products & services who „shower“ them with advertising. (Source: Yankelovich Monitor 2004)

WHY WHY WHY?

THIS IS REALITY!

1965: 80% of 18-49 year olds could be reached with only 3 TV-Spots. 2002: 117 Pime-Time Spots to reach the same result. (Source: Jim Stengel, Global Marketing Officer,P&G)

THE CONSEQUENCES?

„We´re not in the business of keeping the media companies alive. We´re in the business of connecting with consumers.“ Trevor Edwards, Global Brand & Category Management, Nike New York Times 2007

767 Mio.U$ less marketingbudget by the Top 25 Companys in the US in 2007. (Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)

P&G reduced its marketingbudget by 25%. (Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)

Telekom reduced its marketingbudget by 53%. (Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)

NOW WHAT?

GOOD NEWS!

BRANDS & BRANDING HAVEN`T CHANGED(EIGTHER)

BRANDS: Collectively, what people say, feel & think about your product, service or company.

BRANDING: Using marketing to influence peoples‘ attitudes towards the brand.

BRAND LOYALTY: Will still be earned over time trough consistent positive experiences & engagements with a product, service or company.

TREAT THEM WELL, AND THEY`ll RETURN THE FAVOR.

BUT WHAT CHANGED?

RESEARCH RESULTS:

THE FUTURE OF ADVERTISING:

OLD MARKETING

MORDERN MARKETING

THE FUTURE IS NOW!

GREAT PRODUCTS

„We think the future of advertising is great products that have marketing embedded in them.“ Jeff Hicks, CEO, Crispin Porter + Bogusky October 2006

CREATE PRODUCTS

GREAT. BUT MY PRODUCT ISN´T COOL!

ADD VALUE THROUGH CONTENT!

ENTERTAINMENT

„The agency´s job is to create content so valuable and usefull that consumers wouldn´t want to live without it.“ Jeff Hicks, CEO, Crispin Porter + Bogusky October 2006

ENGAGEMENT

„You used to use your budget to buy an audience. Now you have to invent ideas to attract an audience.“ Lisa Seward, Mod Communications

TECHNOLOGY

COLLABORATION

COMMUNITY

SOCIAL MEDIA

“Social media is not a game played from the sidelines. Those who participate will succeed. Engage or die.” Brian Solis, Future Works

UTILITY

“When you create a utility, you're creating something that gives people time back. It becomes less about information as pollution and more about information to help people get through life.” Nick Law, CEO, R/GA North America March 2008

COMBINE ALL

“With the organizational tools Barack’s campaign is giving us, we, the people, can change history.” Valli Frausto, a 50-year-old mother of two from Columbus

HOW DO WE CREATE THIS KIND OF MARKETING?

MAKE GOOD PRODUCTS

BE HONEST

OBSERVE & LISTEN

INVOLVE

R RETURN O ON I INVESTMENT

R RETURN O ON I INVOLVEMENT

COLLABORATE

DELIVER VALUE TROUGH MARKETING.

OR, MORE SIMPLY

“Change will not come if we wait for some other person or if we wait for some other time…We are the hope of the future” Barack Obama

LET`S KEEP IN TOUCH!

CREDITS Scholz & Friends Strategy Group Paul Isakson http://www.slideshare.net/SFStrategy/brands-and-communication-in- http://www.slideshare.net/paulisakson/whats-next-in-marketing- the-era-of-media-democracy advertising-318143/ Neil Perkin Marta Kagan http://www.slideshare.net/neilperkin/whats-next-in-media http://www.slideshare.net/mzkagan/what-the-fk-social-media

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More Than Advertising

by More Than Advertising on Nov 19, 2008

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More Than Advertising — Presentation Transcript