Hacking Direct

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Talk from 2009 DMA days

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Hacking Direct

  1. 1. Whattup.
  2. 2. Casey Ingle
  3. 3. Casey Ingle Associate Director, Strategic Planning, Cole & Weber United
  4. 4. What I Really Care About: Solutions = People + Change + Growth
  5. 5. What I Really Care About: Solutions = People + Change + Growth Inspiring new ways to think, do, see and act that creates business impact & cultural reward
  6. 6. Hacking Direct:
  7. 7. Hacking Direct: A cultural anthropologists' take on energizing and modernizing our most important and influential marketing practice. This talk will introduce emerging cultural trends that are changing the expectations of brand connections. How will you intercept the most nomadic generation ever? How will you keep them involved with your brand if they are un-loyal by design? We'll define key strategies for putting these trends to work and introduce tactical examples of those who have done well, and those who could have done better. The conversation will culminate in presenting a futuring construct, mapping out where personalization marketing could go, and more importantly, how you can lead the charge.
  8. 8. Direct marketing is a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is focused on driving a specific "call-to- action." This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium.
  9. 9. Direct marketing is a sub-discipline and type of marketing. There are two main definitional characteristics which Personalized distinguish it from other types of marketing. The first is that it attempts to send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, Experience telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is focused on driving a specific "call-to- action." This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) For Action responses from consumers (known simply as "response" in the industry) regardless of medium.
  10. 10. Personalized Experience “how direct marketers can benefit” For Action
  11. 11. Hacking Direct/ Personalized Experience For Action
  12. 12. Hacking Direct/ Personalized Experience For Action
  13. 13. MEET THE MILLENIALS
  14. 14. The marketing term for people like me is "slash/slashers." Like, I'm doing the yearbook plus my blog and making videos and working at a communications firm called Naked. We don't want one path-we want to get involved in lots of creative projects. It's like, "Oh, you should holler at Harley to go D.J. your party!" or "Holler at so- and-so to shoot your short! He's also in a band!" I call us the New Pop Culture, which might sound bold, but I believe it. We're more influenced by what we're up to-our own creative outputs-than what Karl Lagerfeld is up to. We are more interested in reading our friends' blogs than Style.com. My friends and I don't care about Lindsay Lohan; when we see a picture of a celebrity like Kanye West, we want to know who's standing behind him. It's cooler to be a real person. It's our turn now. Heron Preston, Strategist @ Naked, NYC
  15. 15. You are the Millennials. You differ from Generation X in that you are neither cynical nor alienated, and you seem to like your parents. You’re not like the boomers, who are ideologues and tend to listen only to those who share their ideology. You are seen as being inclusive when it comes to race, ethnicity and sexual orientation. You actually have positive attitudes on the ability of government to play a constructive role in our lives. You want to build coalitions. You are networked, and you tweet. And most importantly for our time, you are problem- solvers. James Mackenzie, Director of Strategic Planning @ Cole & Weber United, Seattle
  16. 16. NOMADS
  17. 17. CONSTANT CREATIVES
  18. 18. UNLOYAL BY DESIGN
  19. 19. THEY’RE HERE
  20. 20. Hacking Direct/ PersonalizedExperienceFor Action
  21. 21. “The scarcest resource for today’s business leaders is no longer just land, capital, human labor, and it certainly isn’t information. Attention is what’s in short supply.” -The Attention Economy, Harvard Business Review
  22. 22. & @ the core of attention is experience
  23. 23. & @ the core of attention is experience but beyond a hot buzzword, what the hell does that mean?
  24. 24. ok, but how do we create one?
  25. 25. Engagement Environment In the factory we make cosmetics; in the drugstore we sell hope. - Charles Revlon Emotion Empowerment
  26. 26. Hacking Direct/ Personalized Experience For Action
  27. 27. 4 Strategies ( & 4 companies to check out)
  28. 28. Strategy #1: Give them something to do
  29. 29. with great opportunity, comes great responsibility
  30. 30. Nike’s Parkours Fail: Build an App. Allow people to save places, maps and reviews of spots in their neighborhood. Take pics and upload them somewhere. Share them with friends. Nike gains fans. Nike gets leads. Nike sells shoes. Nike grows. That’s an experience. That’s for action. That’s direct.
  31. 31. Strategy #2: Drop a Pin
  32. 32. What are you doing? 2008
  33. 33. What are you doing? 2008 Where are you doing it at? 2009
  34. 34. Drop an offer around a certain place on Loopt Track who redeems it Observe what they do with it and who they pass it to Sell (buy) them and the 2.0 area as quality leads/advocate spaces
  35. 35. Strategy #3: Feed the Freetards
  36. 36. Write a book Release free chapters on Twitter for those who follow you (qualified leads) Start dialogue with them about what they like Incent them to buy it – and book you for speaking engagements, etc
  37. 37. Strategy #4: Exploit the Trust Graph
  38. 38. KEY TREND: Cell Phone Paradigm Shift Mobile devices are no longer held to your ear. You don’t have to call “Judy your shoes friend” to ask for her opinion anymore. You can text, IM, Facebook, Tweet, etc her.
  39. 39. Social Search Social Peer Gaming Reviews Trust Score
  40. 40. Social Search Social Peer Gaming Reviews Qualified Trust Score Lead
  41. 41. If you only remember one thing: Everything is amazing right now. So gobe happy. God damnit.
  42. 42. Direct Hacked: Personalized Experience For Action
  43. 43. THANKS. Casey Ingle (206) 225-6769 If you’d like a copy of this presentation, contact me via twitter.com/propaganda1980

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