How to (not) Fail

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 HOME AND LEARN ABOUT THE BENEFITS OF DOMESTOS OVER THIN BLEACH.”

“ 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

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

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

MOST PEOPLEDON’T KNOW MUCH ABOUT THE BRAND THEY BUY

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

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

LEARNING ABOUT BRANDSIS NOT THAT IMPORTANT

IF YOU WANT TO FAILASSUME THEY’REYOURS

72% OF PEPSI DRINKERS ALSO DRINK COCA-COLASOURCE: TNS IMPULSE PANEL (UK)

‘DUPLICATION OF PURCHASE’ ISUNAVOIDABLE

AND IT’SPREDICTABLE

% 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

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 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9xSOURCE: NIELSEN ANNUAL PURCHASE FREQUENCY

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

000’s of HHs buying 12300 9225 FANS 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9xSOURCE: NIELSEN ANNUAL PURCHASE FREQUENCY

THESE CONSUMERS GENERATEPUBLICITY NOT REVENUE

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)

WHAT’S LOVEGOT TO DO WITH IT?

% 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’

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

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 NOT A PLACE THAT YOU GO TO TAKE” ANTHONY ROBBINS

“ “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

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

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 PROCESS AND BEHAVIOUR IN STORE’, UNPUBLISHED RESEARCH REPORT

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: FORRESTER RESEARCH

IF YOU WANT TO FAIL ASSUME YOUCOMPLETE THEM

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

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

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

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

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

RELATIONSHIPSARE A MATTER OF LIFEANDDEATH

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

WHO DIES WHEN THISDISAPPEARS?

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

‘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 STAND A CHANCE AGAINST IT. JOAN VINGE

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

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How to (not) Fail

by Martin Weigel on Feb 20, 2013

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