Friedrich Tromm
riter
Cre ative Director Copyw
41 Stefan Nagel
Phone: +4916210617
gency.com Creative Director Art
E-Mail: friedrich@try-no-a
Phone: +491793986212
E-Mail: stefan@try-no-agency.com

6
o p er at io ns

rketing today
“M ass ma
is a m ass mi stake.“
onalds 2004
hief Marketin g Officer, McD
Larry Light, C

?

http://www.youtube.com/watch?v=gDW_Hj2K0wo

83 7 5 TV Spots
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

5611
Radio Spots
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

16 9 3 Pr int Ads
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

3000
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

“That d oes not feel like advertisement
anymore; but li ke a war that the economy
fights against the people.“
Peter Glaser, Vanity Fair 21/08

http://www.youtube.com/watch?v=EkThfAYF_-Q

T HE FAC TS
and the
FIG UR ES

of the viewers can remember
12-13% a TV-Spot.
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

of consumers do not believe companies
76% are telling the truth in their advertising.
(Source: GfK Marktforschung)

of TV advertising in Germany
82% is generating a negative ROI.
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

1965: 80% of 18-49 year olds
could be reached with only 3 TV-Spots.
2002: 117 Prime-Time Spots
to reach the same result.
(Source: Jim Stengel, Global Marketing Officer,P&G)

Ad-market: 51% growing in 2002
TV growth rate: 76%
Spendings in 2010:
10.000.000.000
Bodycount US:
Bodycount Russia:
19$
500$

http://www.youtube.com/watch?v=DkOHsjZKBB0

not the strongest of the species
“It is
survive, nor the m ost intelligent,
that
e one most respon sive to change!“
but th
charles darwin 1849

767 Mio.US$ less marketingbudget
by the Top 25 Companys in the US in 2007.
(Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)

P&G reduced its marketingbudget by 25%.
(Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)

Telekom reduced its marketingbudget by 53%.
(Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)

N O W
W HAT ?

G O O D
N E W S !

BRAND

R ETURN
ON
I NVESTMENT

R ETURN
ON
I NVOLVEMENT

digi tal heart

H O W ?

Operations.
pass
The
By

1.

C re ate
a ttrac tive
P rod ucts.

ink the future of
“We th
great p roducts
adver tising is
that have ma rketing
emb edded in them.“ 006
er + Bogu sky, October 2
O , Crispin Port
Jeff Hicks, CE

j ust do it.

http://www.youtube.com/watch?
v=wLyFlDAikac&feature=PlayList&p=D1785FD850CB113F&playnext=1&playnext_from=PL&index=36

http://www.youtube.com/watch?v=t_Ckhz-rzvw

So ld!
ILL ION
3 .2 M

Don‘t make money.

Make meaning.

Meaning makes money.

2.

Create Confidence.

Do n ‘t get lost
i n tra nsla tion.

What's good
for a Russian
is deadly
for a German.

http://www.youtube.com/watch?v=XQcVllWpwGs

Know your audience.

3.

e
eatns.
Cr o
Con versati

“ Markets are conversations.“
Cluetrain Manifesto

“I define advertising as a conversation
starter. Interrupt ion does not cut
it anymore.. . you either get
e talking... or not hing happens.“
peopl
Krasselt
Marschall Ross CCO Cramer-

http://www.youtube.com/watch?v=XQcVllWpwGs

Observe and listen.

4.

Cr eate
Cont ent.

ys job is t o create
“ The agenc
con tent so va luable and
at consum ers would
usefull th
to live wi thout it.“
not want
sky
, Crisp in Porter + Bogu
Jeff Hicks, CEO

ADD VALUE
T HROUGH
CONT ENT!

http://www.youtube.com/watch?v=fKuG0MaY39Q

Be relevant.

5.

Create new
Conn ints.
ection Po

in the bu siness of
“W e are not
media co mpanies
kee ping the
re in the business
al ive. We a
with con sumers.“
of connecting
ike
tegory Management, N
s, Glob al Brand & Ca
T revor Edward New York Times 2
007

http://www.youtube.com/watch?v=rpVwpUOcjJg

http://www.youtube.com/watch?v=LFqsJLRQbEk&feature=channel_page

Take the mountain
to the prophet.

6.

eati
Cr uni e
tes.
Comm

eati
Cr uni e
tes.
Comm

Es.
Sitie
U un
m
Com

nt wit h our
o c onfide ell how
“We are s eryon e to t
t, we w ant ev
produ c if ther e is a
lly fe el and ut it.”
th ey rea to kno w abo
em, we want
prob l Skittles
, Pre ss Relea
se

Skittles Social Media Campaign Increases Traffic 1332% in One Day!
(Source: Hitwise US)

Use the power of we.

Resumé.

“You used to use your
to buy an a udience.
budget
No w you have to invent
ttract an audience.“
ideas to a
ions
Lisa Seward, Mod Communicat

✓ Create attractive Products
✓ Create Confidence
✓ Create Conversations
✓ Create New Connection Points
✓ Create Content
✓ Create Community

Know the rules.

Kno w the rules.
And break t hem.

Know the rules.

7.

Listen to your heart.

ntact us.
ation please feel free to co
For any further inform
Friedrich Tromm
pywriter
Creative Director Co
41
Phone: +4916210617 Stefan Nagel
.com
E-Mail: fr iedrich@try-no-agency Creative Director Art
Phone: +491793986212
E-Mail: stefan@try-no-agency.com

to:
CREDITS and THX
l Isakson,
& Friends Strategy Group, Pau
Ste ffen Staeuber, Scholz
arta Kagan,
d communic ation, Neil Perkin, M
S FStrategy brands an