„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 Rese...
5611                                         Radio Spots




 (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Res...
1693                                           Print Ads




 (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Res...
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, V...
THE FACTS
& FIGURES
78% of the German population are
irritated by advertising, only 24% are still
really watching advertising.
               ...
82% of TV advertising in Germany is
generating a negative ROI.


        (Source: Deutsche Bank Studie, GfK Studie, Nielse...
12-13% of the viewers can remember
a TV-Spot.


        (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research ...
76% of consumers do not believe companies
are telling the truth in their advertising.


                                  ...
65% of all people feel „continuously
bombarded“ by advertising.


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

                             ...
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.
...
THE
CONSEQUENCES?
„We´re not in the business of keeping
the media companies alive.
We´re in the business of connecting
with consumers.“
Trev...
767 Mio.U$                                                              less marketingbudget
      by the Top 25 Companys ...
P&G reduced its marketingbudget by                                 25%.




(Sources: New York Times, AdAge, Brand Eins, D...
Telekom reduced its marketingbudget by                                 53%.




(Sources: New York Times, AdAge, Brand Ein...
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...
!
TREAT THEM WELL,
AND THEY`ll RETURN
THE FAVOR.
BUT WHAT
CHANGED?
BRAND
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 Port...
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 Hick...
ENGAGEMENT
„You used to use your budget to
buy an audience. Now you have to
invent ideas to attract an audience.“
Lisa Seward, Mod Co...
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, Fu...
UTILITY
“When you create a utility, you're
creating something that gives people
time back. It becomes less about
information as po...
COMBINE ALL
“With the organizational tools
Barack’s campaign is giving us,
we, the people, can change history.”
Valli Frausto, a 50-ye...
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”
Ba...
LET`S KEEP IN TOUCH!
CREDITS




Scholz & Friends Strategy Group                                     Paul Isakson
http://www.slideshare.net/SFS...
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
More Than Advertising
Upcoming SlideShare
Loading in...5
×

More Than Advertising

4,915

Published on

3 Comments
19 Likes
Statistics
Notes
  • 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
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • @ 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
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Great presentation. Good overview and compendium.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
4,915
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
571
Comments
3
Likes
19
Embeds 0
No embeds

No notes for slide

More Than Advertising

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

    Clipping is a handy way to collect important slides you want to go back to later.

×