HOW TO                           +          (NOT)FAILWIEDEN+KENNEDY AMSTERDAM
DROPPING THE TRUTH BOMBS ON MARKETING’S BULLSHIT
THIS    IS THELANGUAGE     OFMARKETING...
‘AUDIENCE’
‘FANS’
‘ADVOCATES’
‘COMMUNITIES’
‘COLLABORATION’
‘RELATIONSHIPS’
‘ENGAGEMENT’
‘LOYALTY’
‘COMMITMENT’
‘LOVE’
IT’S THE LANGUAGE        OF     CONSUMERSGIVING A SHIT
ALL  RHETORIC   NOEVIDENCE
WE ARE PRISONERS      OFMETAPHOR
AND VICTIMS    OFVANITY
WHAT FOLLOWS     IS NOT AS BLEAKAS IT WILL INITIALLY FEEL
BECAUSE IN THE END IT’S THE CASE FOR WHY  GREAT   CREATIVITY      IS ABSOLUTELYESSENTIAL
IF YOU WANT TO FAIL DO THIS...
IF YOU WANT TO FAIL  ASSUME   THEY’REINTERESTED
“WELCOME TO THE DOMESTOS GERM BUSTER APP. PLAY THE GERM BUSTER GAME TODESTROY THOSE ‘MENACING NASTIES’ THAT LURK IN YOUR H...
“ ALMOST EVERY APP BUILT FOR A BRAND ON FACEBOOK HAS           PRACTICALLY NO USAGE... HEAVY, ‘IMMERSIVE’EXPERIENCES ARE N...
0.5%                                                                              PROPORTION OF FANS     TALKING ABOUT A B...
OF 200 BRANDS STUDIED                                       ONLY ONE                                 SHOWED A LEVEL OF ENG...
MOST PEOPLEDON’T KNOW MUCH  ABOUT THE BRAND THEY BUY
50%                                             OF ALL KNOWLEDGE                                                          ...
80%                                                                           OF A BRAND’S BUYERS                         ...
LEARNING ABOUT BRANDSIS NOT THAT IMPORTANT
IF YOU WANT TO FAILASSUME THEY’REYOURS
72%                                 OF PEPSI DRINKERS                                      ALSO DRINK                     ...
‘DUPLICATION OF PURCHASE’           ISUNAVOIDABLE
AND IT’SPREDICTABLE
% BUYING ONCE OR MORE IN 12 MONTHS              Colgate buyers                                    Aquafresh buyers        ...
THE FANTASY...
YOUR     YOURBRAND   CONSUMER
THE REALITY...
‘YOUR’CONSUMER
NOT          ‘YOUR’ YOUR        CONSUMERBRAND
‘YOUR CONSUMERS’        ARE JUSTSOMEBODY ELSE’S    CONSUMERS     WHO OCCASIONALLY      BUY YOU
MARKETING   ISN’T ABOUTCONQUEST AND CONVERSION
IF YOU WANT TO FAIL  ASK       FORDEVOTION
THIS IS  000’s of HHs buying                                                       FRUCTIS                  12300         ...
THIS IS WHAT IT NEEDS TO DO                                             TO LOOK                                LIKE PANTEN...
000’s of HHs buying                  12300                  9225                                                FANS      ...
THESE CONSUMERS     GENERATEPUBLICITY NOT REVENUE
Nescafe                             42%                    2.3                   Maxwell       6%                 1.9     ...
WHAT’S    LOVEGOT TO DO WITH IT?
% reporting very                                                  loyalty   penetration                               larg...
YOUR BRAND’S HEALTH          DEPENDS ONLOTS OF PEOPLE             WHO  DON’T KNOW YOU WELL DON’T THINK OF YOU MUCH        ...
IF YOU WANT TO FAIL  EXPECT   THEM TOWORK AT IT
“THE ONLY WAY A RELATIONSHIP WILL LAST IS IF YOU SEE           YOUR RELATIONSHIP AS A PLACETHAT YOU GO TO GIVE,       AND ...
“     “TV ADVERTISING USED TO WORK LIKE THIS: YOU SAT          ON YOUR SOFA WHILE CREATIVES WERE PAID TO         THROW A B...
THE NO.1 REASON               WHY PEOPLE SAY THEY INTERACT WITH COMPANIES VIA SOCIAL SITES                                ...
HUMAN RELATIONSHIPS       DEMAND  MASSIVE PROCESSING POWER
100 BILLION NEURONSWITH ROUGHLY ONE MILLION BILLION CONNECTIONS      EACH FIRING AT 10 TIMES PER SECOND
HUMAN RELATIONSHIPS       INVOLVE     BUILDING COMPLEX  MENTAL MODELS
< 1 MINUTESOURCE: EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE (2007), ‘UNDERSTANDING WINE SHOPPERS’ PURCHASE DECISION P...
23 SECONDSSOURCE: SHOPPER GAUGE
THAT AFTER ALL,    IS THEWHOLE POINT  OF BRANDING
HEURISTIC:MENTAL SHORT CUTS TO EASE THE COGNITIVE LOAD           OF MAKING A DECISION
DEPTH                             OF PARTICIPATION                                    EVANGELISTS   MAINSTREAMSOURCE: FORR...
IF YOU WANT TO FAIL    ASSUME          YOUCOMPLETE THEM
CONSUMERS’                                                                         BUSINESSES’           ACTUAL REASONS   ...
CONSUMERS’                                                                         BUSINESSES’           ACTUAL REASONS   ...
CONSUMERS’                                                                         BUSINESSES’           ACTUAL REASONS   ...
CONSUMERS’                                                                         BUSINESSES’           ACTUAL REASONS   ...
CONSUMERS’                                                                         BUSINESSES’           ACTUAL REASONS   ...
RELATIONSHIPSARE A MATTER     OF LIFEANDDEATH
PEOPLE WITH                                                                            STRONG                             ...
WHO DIES   WHEN THISDISAPPEARS?
77% OF PEOPLE                                                                      SAY THEY DON’T HAVE A                RE...
SO...
‘BRAND RELATIONSHIPS’ ARENOTHING LIKE     HUMAN RELATIONSHIPS
IT’S JUSTMETAPHOR
“THE PRICE OF METAPHOR       IS ETERNAL VIGILANCE”ARTURO ROSENBLUETH AND NORBERT WIENER, ‘THE ROLE OF MODELS IN SCIENCE’
MUCH OF WHAT WE MAKE IS NOT VITAL               BUT        TRIVIAL
MUCH OF WHAT WE MAKE IS NOT VITAL               BUT    INCIDENTAL
INCIDENTAL   TO THIS:
ORDINARY  AWFUL AWESOME EVERYDAYLIFE
OUR CHALLENGE ISN’T THAT PEOPLE ARENOT PAYING ATTENTION
OUR CHALLENGE IS THAT PEOPLEREALLY DON’T CARE
OUR TASK IS NOT NURTURING ENTHUSIASM     BUT OVERCOMINGINDIFFERENCE
“    INDIFFERENCE IS THE STRONGEST FORCE    IN THE UNIVERSE.    IT MAKES EVERYTHING MEANINGLESS.    LOVE AND HATE DON’T ST...
THIS SHOULDINSPIRE    NOTDEPRESS     US
FORALL CREATIVITY    DEMANDSRESISTANCE
LET’SEMBRACEOUR GREATEST SOURCE        OFRESISTANCE
BE PART OF WHATINTERESTS  PEOPLE
GIVEMORE THAN YOU  TAKE
TAKE         APOSITION  DON’T JUST HAVE‘A POSITIONING’
+THANK YOU wkamst.com  @mweigel
How to (not) Fail
How to (not) Fail
How to (not) Fail
How to (not) Fail
How to (not) Fail
How to (not) Fail
How to (not) Fail
How to (not) Fail
How to (not) Fail
How to (not) Fail
How to (not) Fail
How to (not) Fail
How to (not) Fail
How to (not) Fail
How to (not) Fail
How to (not) Fail
How to (not) Fail
How to (not) Fail
How to (not) Fail
Upcoming SlideShare
Loading in...5
×

How to (not) Fail

398,680

Published on

Published in: Business
157 Comments
1.8k Likes
Statistics
Notes
No Downloads
Views
Total Views
398,680
On Slideshare
0
From Embeds
0
Number of Embeds
485
Actions
Shares
0
Downloads
0
Comments
157
Likes
1,824
Embeds 0
No embeds

No notes for slide

Transcript of "How to (not) Fail"

  1. 1. HOW TO + (NOT)FAILWIEDEN+KENNEDY AMSTERDAM
  2. 2. DROPPING THE TRUTH BOMBS ON MARKETING’S BULLSHIT
  3. 3. THIS IS THELANGUAGE OFMARKETING...
  4. 4. ‘AUDIENCE’
  5. 5. ‘FANS’
  6. 6. ‘ADVOCATES’
  7. 7. ‘COMMUNITIES’
  8. 8. ‘COLLABORATION’
  9. 9. ‘RELATIONSHIPS’
  10. 10. ‘ENGAGEMENT’
  11. 11. ‘LOYALTY’
  12. 12. ‘COMMITMENT’
  13. 13. ‘LOVE’
  14. 14. IT’S THE LANGUAGE OF CONSUMERSGIVING A SHIT
  15. 15. ALL RHETORIC NOEVIDENCE
  16. 16. WE ARE PRISONERS OFMETAPHOR
  17. 17. AND VICTIMS OFVANITY
  18. 18. WHAT FOLLOWS IS NOT AS BLEAKAS IT WILL INITIALLY FEEL
  19. 19. BECAUSE IN THE END IT’S THE CASE FOR WHY GREAT CREATIVITY IS ABSOLUTELYESSENTIAL
  20. 20. IF YOU WANT TO FAIL DO THIS...
  21. 21. IF YOU WANT TO FAIL ASSUME THEY’REINTERESTED
  22. 22. “WELCOME TO THE DOMESTOS GERM BUSTER APP. PLAY THE GERM BUSTER GAME TODESTROY THOSE ‘MENACING NASTIES’ THAT LURK IN YOUR HOME AND LEARN ABOUT THE BENEFITS OF DOMESTOS OVER THIN BLEACH.”
  23. 23. “ ALMOST EVERY APP BUILT FOR A BRAND ON FACEBOOK HAS PRACTICALLY NO USAGE... HEAVY, ‘IMMERSIVE’EXPERIENCES ARE NOT HOW PEOPLE ENGAGE AND INTERACT WITH BRANDS... HEAVYWEIGHT EXPERIENCES WILL FAIL BECAUSE THEY DON’T MAP TO REAL LIFE.” PAUL ADAMS, GLOBAL HEAD OF BRAND DESIGN AT FACEBOOK
  24. 24. 0.5% PROPORTION OF FANS TALKING ABOUT A BRAND ON FACEBOOKSOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIFE?’, ADMAP, MAY 2012
  25. 25. OF 200 BRANDS STUDIED ONLY ONE SHOWED A LEVEL OF ENGAGEMENT OVER 2%SOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIFE?’, ADMAP, MAY 2012
  26. 26. MOST PEOPLEDON’T KNOW MUCH ABOUT THE BRAND THEY BUY
  27. 27. 50% OF ALL KNOWLEDGE ABOUT A BRAND IS HELD BY JUST 20% OF ITS BUYERSSOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
  28. 28. 80% OF A BRAND’S BUYERS KNOW A LITTLE OR NOTHING ABOUT THAT BRANDSOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
  29. 29. LEARNING ABOUT BRANDSIS NOT THAT IMPORTANT
  30. 30. IF YOU WANT TO FAILASSUME THEY’REYOURS
  31. 31. 72% OF PEPSI DRINKERS ALSO DRINK COCA-COLASOURCE: TNS IMPULSE PANEL (UK)
  32. 32. ‘DUPLICATION OF PURCHASE’ ISUNAVOIDABLE
  33. 33. AND IT’SPREDICTABLE
  34. 34. % BUYING ONCE OR MORE IN 12 MONTHS Colgate buyers Aquafresh buyers Macleans buyers Sensodyne buyers (49%) (26%) (20%) (12%) 18% 11% 11% 22% 46% 29% 53% 35% 54% 61% 25% 35% Colgate Aquafresh Macleans SensodyneSOURCE: JOHN DAWES, ‘PREDICTABLE PATTERNS IN BUYER BEHAVIOUR AND BRAND METRICS: IMPLICATIONS FOR BRAND MANAGERS’, IN M.D. UNCLES ED., PERSPECTIVES ON BRAND MANAGEMENT
  35. 35. THE FANTASY...
  36. 36. YOUR YOURBRAND CONSUMER
  37. 37. THE REALITY...
  38. 38. ‘YOUR’CONSUMER
  39. 39. NOT ‘YOUR’ YOUR CONSUMERBRAND
  40. 40. ‘YOUR CONSUMERS’ ARE JUSTSOMEBODY ELSE’S CONSUMERS WHO OCCASIONALLY BUY YOU
  41. 41. MARKETING ISN’T ABOUTCONQUEST AND CONVERSION
  42. 42. IF YOU WANT TO FAIL ASK FORDEVOTION
  43. 43. THIS IS 000’s of HHs buying FRUCTIS 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9xSOURCE: NIELSEN ANNUAL PURCHASE FREQUENCY
  44. 44. THIS IS WHAT IT NEEDS TO DO TO LOOK LIKE PANTENE000’s of HHs buying 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY
  45. 45. 000’s of HHs buying 12300 9225 FANS 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9xSOURCE: NIELSEN ANNUAL PURCHASE FREQUENCY
  46. 46. THESE CONSUMERS GENERATEPUBLICITY NOT REVENUE
  47. 47. Nescafe 42% 2.3 Maxwell 6% 1.9 House Nescafe has but gets only 7x more 0.4 more market share purchases per buyerSOURCE: TNS (UK)
  48. 48. WHAT’S LOVEGOT TO DO WITH IT?
  49. 49. % reporting very loyalty penetration large effects on: campaigns campaigns SALES 35 62 MARKET SHARE 15 35 PROFIT 18 31SOURCE: INSTITUTE OF PRACTITIONERS IN ADVERTISING, ‘MARKETING IN THE ERA OF ACCOUNTABILITY’
  50. 50. YOUR BRAND’S HEALTH DEPENDS ONLOTS OF PEOPLE WHO DON’T KNOW YOU WELL DON’T THINK OF YOU MUCH AND DON’T BUY YOU OFTEN IF AT ALL
  51. 51. IF YOU WANT TO FAIL EXPECT THEM TOWORK AT IT
  52. 52. “THE ONLY WAY A RELATIONSHIP WILL LAST IS IF YOU SEE YOUR RELATIONSHIP AS A PLACETHAT YOU GO TO GIVE, AND NOT A PLACE THAT YOU GO TO TAKE” ANTHONY ROBBINS
  53. 53. “ “TV ADVERTISING USED TO WORK LIKE THIS: YOU SAT ON YOUR SOFA WHILE CREATIVES WERE PAID TO THROW A BUCKET OF SHIT IN YOUR FACE. TODAY YOURE EXPECTED TO SIT ON THE BUCKET, FILL IT WITH YOUR OWN SHIT, AND TIP IT OVER YOUR HEAD WHILE FILMING YOURSELF ON YOUR MOBILE.” CHARLIE BROOKER, THE GUARDIAN, 05.12.9
  54. 54. THE NO.1 REASON WHY PEOPLE SAY THEY INTERACT WITH COMPANIES VIA SOCIAL SITES IS TO GET A DISCOUNTSOURCE: IBM IN ‘TO KEEP YOUR CUSTOMERS, KEEP IT SIMPLE’, HARVARD BUSINESS REVIEW, MAY 2012
  55. 55. HUMAN RELATIONSHIPS DEMAND MASSIVE PROCESSING POWER
  56. 56. 100 BILLION NEURONSWITH ROUGHLY ONE MILLION BILLION CONNECTIONS EACH FIRING AT 10 TIMES PER SECOND
  57. 57. HUMAN RELATIONSHIPS INVOLVE BUILDING COMPLEX MENTAL MODELS
  58. 58. < 1 MINUTESOURCE: EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE (2007), ‘UNDERSTANDING WINE SHOPPERS’ PURCHASE DECISION PROCESS AND BEHAVIOUR IN STORE’, UNPUBLISHED RESEARCH REPORT
  59. 59. 23 SECONDSSOURCE: SHOPPER GAUGE
  60. 60. THAT AFTER ALL, IS THEWHOLE POINT OF BRANDING
  61. 61. HEURISTIC:MENTAL SHORT CUTS TO EASE THE COGNITIVE LOAD OF MAKING A DECISION
  62. 62. DEPTH OF PARTICIPATION EVANGELISTS MAINSTREAMSOURCE: FORRESTER RESEARCH
  63. 63. IF YOU WANT TO FAIL ASSUME YOUCOMPLETE THEM
  64. 64. CONSUMERS’ BUSINESSES’ ACTUAL REASONS PERCEIVED REASONS WHY THEY INTERACT WITH COMPANIES VIA SOCIAL SITES WHY CONSUMERS FOLLOW THEM VIA SOCIAL SITESSOURCE: IBM IN ‘TO KEEP YOUR CUSTOMERS, KEEP IT SIMPLE’, HARVARD BUSINESS REVIEW, MAY 2012
  65. 65. CONSUMERS’ BUSINESSES’ ACTUAL REASONS PERCEIVED REASONS WHY THEY INTERACT WITH COMPANIES VIA SOCIAL SITES WHY CONSUMERS FOLLOW THEM VIA SOCIAL SITES (33%) FEEL CONNECTEDSOURCE: IBM IN ‘TO KEEP YOUR CUSTOMERS, KEEP IT SIMPLE’, HARVARD BUSINESS REVIEW, MAY 2012
  66. 66. CONSUMERS’ BUSINESSES’ ACTUAL REASONS PERCEIVED REASONS WHY THEY INTERACT WITH COMPANIES VIA SOCIAL SITES WHY CONSUMERS FOLLOW THEM VIA SOCIAL SITES (33%) (64%) FEEL CONNECTED FEEL CONNECTEDSOURCE: IBM IN ‘TO KEEP YOUR CUSTOMERS, KEEP IT SIMPLE’, HARVARD BUSINESS REVIEW, MAY 2012
  67. 67. CONSUMERS’ BUSINESSES’ ACTUAL REASONS PERCEIVED REASONS WHY THEY INTERACT WITH COMPANIES VIA SOCIAL SITES WHY CONSUMERS FOLLOW THEM VIA SOCIAL SITES (22%) BE PART OF A COMMUNITYSOURCE: IBM IN ‘TO KEEP YOUR CUSTOMERS, KEEP IT SIMPLE’, HARVARD BUSINESS REVIEW, MAY 2012
  68. 68. CONSUMERS’ BUSINESSES’ ACTUAL REASONS PERCEIVED REASONS WHY THEY INTERACT WITH COMPANIES VIA SOCIAL SITES WHY CONSUMERS FOLLOW THEM VIA SOCIAL SITES (22%) (61%) BE PART OF A BE PART OF A COMMUNITY COMMUNITYSOURCE: IBM IN ‘TO KEEP YOUR CUSTOMERS, KEEP IT SIMPLE’, HARVARD BUSINESS REVIEW, MAY 2012
  69. 69. RELATIONSHIPSARE A MATTER OF LIFEANDDEATH
  70. 70. PEOPLE WITH STRONG SOCIAL NETWORKS LIVE LONGER SOURCE: GILES, GLONEK, LUSZCZ, ANDREWS, ‘EFFECT OF SOCIAL NETWORKS ON 10 YEAR SURVIVAL IN VERY OLD AUSTRALIANS: THE AUSTRALIAN LONGITUDINAL STUDY OF AGING’, J EPIDEMIOL COMMUNITY HEALTH 2005;59:574-579SOURCE: GILES, GLONEK, LUSZCZ, ANDREWS, ‘EFFECT OF SOCIAL NETWORKS ON 10 YEAR SURVIVAL IN VERY OLD AUSTRALIANS: THE AUSTRALIAN LONGITUDINAL STUDY OF AGING’, J EPIDEMIOL COMMUNITY HEALTH 2005;59:574-579
  71. 71. WHO DIES WHEN THISDISAPPEARS?
  72. 72. 77% OF PEOPLE SAY THEY DON’T HAVE A RELATIONSHIP WITH A BRANDSOURCE: HARVARD BUSINESS REVIEW STUDY, HTTP://BLOGS.HBR.ORG/CS/2012/05/THREE_MYTHS_ABOUT_CUSTOMER_ENG.HTML
  73. 73. SO...
  74. 74. ‘BRAND RELATIONSHIPS’ ARENOTHING LIKE HUMAN RELATIONSHIPS
  75. 75. IT’S JUSTMETAPHOR
  76. 76. “THE PRICE OF METAPHOR IS ETERNAL VIGILANCE”ARTURO ROSENBLUETH AND NORBERT WIENER, ‘THE ROLE OF MODELS IN SCIENCE’
  77. 77. MUCH OF WHAT WE MAKE IS NOT VITAL BUT TRIVIAL
  78. 78. MUCH OF WHAT WE MAKE IS NOT VITAL BUT INCIDENTAL
  79. 79. INCIDENTAL TO THIS:
  80. 80. ORDINARY AWFUL AWESOME EVERYDAYLIFE
  81. 81. OUR CHALLENGE ISN’T THAT PEOPLE ARENOT PAYING ATTENTION
  82. 82. OUR CHALLENGE IS THAT PEOPLEREALLY DON’T CARE
  83. 83. OUR TASK IS NOT NURTURING ENTHUSIASM BUT OVERCOMINGINDIFFERENCE
  84. 84. “ INDIFFERENCE IS THE STRONGEST FORCE IN THE UNIVERSE. IT MAKES EVERYTHING MEANINGLESS. LOVE AND HATE DON’T STAND A CHANCE AGAINST IT. JOAN VINGE
  85. 85. THIS SHOULDINSPIRE NOTDEPRESS US
  86. 86. FORALL CREATIVITY DEMANDSRESISTANCE
  87. 87. LET’SEMBRACEOUR GREATEST SOURCE OFRESISTANCE
  88. 88. BE PART OF WHATINTERESTS PEOPLE
  89. 89. GIVEMORE THAN YOU TAKE
  90. 90. TAKE APOSITION DON’T JUST HAVE‘A POSITIONING’
  91. 91. +THANK YOU wkamst.com @mweigel

×