More Than Advertising

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  • FILM LINKS – MORE THAN ADVERTISING presentation

    - Chart 3 - Bill Hicks on Marketing
    http://www.youtube.com/watch?v=gDW_Hj2K0wo

    - Chart 15 - Sky Ad-Free Movies
    http://www.youtube.com/watch?v=EkThfAYF_-Q

    - Chart 60 – Fake Prototypes
    http://www.youtube.com/watch?v=fmeklvWXVYM

    - Chart 62 – THE FIRST AD ON A MOUNTAIN TOP
    http://www.youtube.com/watch?v=X0z63Pl-zPs

    - Chart 65 – CB Radio Campaign
    http://www.youtube.com/watch?v=pwJ33kLUEh4

    - Chart 67 – Mini Clubman THE OTHER TESTDRIVE
    http://www.youtube.com/watch?v=LFqsJLRQbEk

    - Chart 82 – Burger King Games
    http://www.youtube.com/watch?v=t_Ckhz-rzvw

    - Chart 87 – UNICEF's Tap Project
    http://www.youtube.com/watch?v=3OmN4B7yyS8

    - Chart 89 – Million Cell Phones by Droga5
    http://www.youtube.com/watch?v=PxX45aCtkD8

    - Chart 94 – Somers Town Trailer
    http://www.youtube.com/watch?v=jf1CI5jcJJg

    - Chart 98 – Pantene Beautiful Lengths
    http://www.youtube.com/watch?v=b1rW2tZN2Lc

    - Chart 102 – iPint App
    http://www.youtube.com/watch?v=mBl2R2A7Du0&feature=related

    - Chart 107 – Innovate or Die - Aquaduct: Mobile Filtration Vehicle
    http://www.youtube.com/watch?v=-U-mvfjyiao

    - Chart 114 – Make Mine a Million $ Business
    http://www.youtube.com/watch?v=4tfxiVDoy3I&feature=related



    - Chart 117 – Tiger Woods PGA Tour 08 Jesus Shot
    http://www.youtube.com/watch?v=h42UeR-f8ZA

    - Chart 118 – Tiger Woods 09 - Walk on Water
    http://www.youtube.com/watch?v=FZ1st1Vw2kY&feature=related

    - Chart 123 – Nike Plus
    http://www.youtube.com/watch?v=nhStKDFGv_s

    - Chart 137 – Barack Obama: 'We Have a Lot of Work to Do'
    http://www.youtube.com/watch?v=cfjQujYrfEk

    - Chart 141 – Wassup 2008
    http://www.youtube.com/watch?v=Qq8Uc5BFogE
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  • @ Klawiklawaklowong:
    Thank you. And feel free to use or share it at any time.

    @ Guest 5141a25
    Parts of it are from the S&F presentation, as you can see in the credits. Its a mash up from all the stuff and presentations that inspired me. So feel free to use it too.

    Regards from Stuttgart

    Steffen
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  • Great presentation. Good overview and compendium.
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Transcript

  • 1. „Mass marketing today is a mass mistake.“ Larry Light, Chief Marketing Officer, McDonalds 2004
  • 2. 8375 TV Spots (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
  • 3. 5611 Radio Spots (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
  • 4. 1693 Print Ads (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
  • 5. 3000 (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
  • 6. „That doesn´t feel like advertisement anymore; but like a war that the economy fights against the people.“ Peter Glaser, Vanity Fair 21/08
  • 7. THE FACTS & FIGURES
  • 8. 78% of the German population are irritated by advertising, only 24% are still really watching advertising. (Source: GfK Marktforschung)
  • 9. 82% of TV advertising in Germany is generating a negative ROI. (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
  • 10. 12-13% of the viewers can remember a TV-Spot. (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
  • 11. 76% of consumers do not believe companies are telling the truth in their advertising. (Source: GfK Marktforschung)
  • 12. 65% of all people feel „continuously bombarded“ by advertising. (Source: Yankelovich Monitor 2004)
  • 13. 54% of the consumer in the US avoid products & services who „shower“ them with advertising. (Source: Yankelovich Monitor 2004)
  • 14. WHY WHY WHY?
  • 15. THIS IS REALITY!
  • 16. 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)
  • 17. THE CONSEQUENCES?
  • 18. „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
  • 19. 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)
  • 20. P&G reduced its marketingbudget by 25%. (Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)
  • 21. Telekom reduced its marketingbudget by 53%. (Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)
  • 22. NOW WHAT?
  • 23. GOOD NEWS!
  • 24. BRANDS & BRANDING HAVEN`T CHANGED(EIGTHER)
  • 25. BRANDS: Collectively, what people say, feel & think about your product, service or company.
  • 26. BRANDING: Using marketing to influence peoples‘ attitudes towards the brand.
  • 27. BRAND LOYALTY: Will still be earned over time trough consistent positive experiences & engagements with a product, service or company.
  • 28. !
  • 29. TREAT THEM WELL, AND THEY`ll RETURN THE FAVOR.
  • 30. BUT WHAT CHANGED?
  • 31. BRAND
  • 32. RESEARCH RESULTS:
  • 33. THE FUTURE OF ADVERTISING:
  • 34. OLD MARKETING
  • 35. MORDERN MARKETING
  • 36. THE FUTURE IS NOW!
  • 37. GREAT PRODUCTS
  • 38. „We think the future of advertising is great products that have marketing embedded in them.“ Jeff Hicks, CEO, Crispin Porter + Bogusky October 2006
  • 39. CREATE PRODUCTS
  • 40. GREAT. BUT MY PRODUCT ISN´T COOL!
  • 41. ADD VALUE THROUGH CONTENT!
  • 42. ENTERTAINMENT
  • 43. „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
  • 44. ENGAGEMENT
  • 45. „You used to use your budget to buy an audience. Now you have to invent ideas to attract an audience.“ Lisa Seward, Mod Communications
  • 46. TECHNOLOGY
  • 47. COLLABORATION
  • 48. COMMUNITY
  • 49. SOCIAL MEDIA
  • 50. “Social media is not a game played from the sidelines. Those who participate will succeed. Engage or die.” Brian Solis, Future Works
  • 51. UTILITY
  • 52. “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
  • 53. COMBINE ALL
  • 54. “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
  • 55. HOW DO WE CREATE THIS KIND OF MARKETING?
  • 56. MAKE GOOD PRODUCTS
  • 57. BE HONEST
  • 58. OBSERVE & LISTEN
  • 59. INVOLVE
  • 60. R RETURN O ON I INVESTMENT
  • 61. R RETURN O ON I INVOLVEMENT
  • 62. COLLABORATE
  • 63. DELIVER VALUE TROUGH MARKETING.
  • 64. OR, MORE SIMPLY
  • 65. “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
  • 66. LET`S KEEP IN TOUCH!
  • 67. 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