Friedrich Tromm
                            riter
  Cre ative Director Copyw
                           41                ...
6
o   p er at io ns
rketing today
“M ass ma
is a m ass mi stake.“
                                                      onalds 2004
          ...
?
http://www.youtube.com/watch?v=gDW_Hj2K0wo
83 7 5                          TV Spots




 (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Me...
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...
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.“

           ...
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 Res...
of consumers do not believe companies
76% are telling the truth in their advertising.

                                   ...
of TV advertising in Germany
82% is generating a negative ROI.

       (Source: Deutsche Bank Studie, GfK Studie, Nielsen ...
1965:  80% of 18-49 year olds
could be reached with only 3 TV-Spots.




2002:   117 Prime-Time Spots
to reach the same re...
Ad-market:   51%       growing in 2002

                          TV growth rate:   76%
Spendings in 2010:




10.000.000....
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  siv...
767 Mio.US$                                                                  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...
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.“ ...
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 tal...
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 w...
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...
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 ...
Skittles Social Media Campaign Increases Traffic   1332% in One Day!


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




         Friedric...
to:
                     CREDITS and THX
                                                          l Isakson,
            ...
Digital Heart No Agency
Digital Heart No Agency
Digital Heart No Agency
Digital Heart No Agency
Digital Heart No Agency
Digital Heart No Agency
Digital Heart No Agency
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Digital Heart No Agency

  1. 1. 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
  2. 2. 6 o p er at io ns
  3. 3. rketing today “M ass ma is a m ass mi stake.“ onalds 2004 hief Marketin g Officer, McD Larry Light, C
  4. 4. ?
  5. 5. http://www.youtube.com/watch?v=gDW_Hj2K0wo
  6. 6. 83 7 5 TV Spots (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
  7. 7. 5611 Radio Spots (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
  8. 8. 16 9 3 Pr int Ads (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
  9. 9. 3000 (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
  10. 10. “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
  11. 11. http://www.youtube.com/watch?v=EkThfAYF_-Q
  12. 12. T HE FAC TS and the FIG UR ES
  13. 13. of the viewers can remember 12-13% a TV-Spot. (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
  14. 14. of consumers do not believe companies 76% are telling the truth in their advertising. (Source: GfK Marktforschung)
  15. 15. of TV advertising in Germany 82% is generating a negative ROI. (Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
  16. 16. 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)
  17. 17. Ad-market: 51% growing in 2002 TV growth rate: 76% Spendings in 2010: 10.000.000.000 Bodycount US: Bodycount Russia: 19$ 500$
  18. 18. http://www.youtube.com/watch?v=DkOHsjZKBB0
  19. 19. 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
  20. 20. 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)
  21. 21. P&G reduced its marketingbudget by 25%. (Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)
  22. 22. Telekom reduced its marketingbudget by 53%. (Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)
  23. 23. N O W W HAT ?
  24. 24. G O O D N E W S !
  25. 25. BRAND
  26. 26. R ETURN ON I NVESTMENT
  27. 27. R ETURN ON I NVOLVEMENT
  28. 28. digi tal heart
  29. 29. H O W ?
  30. 30. Operations. pass The By
  31. 31. 1.
  32. 32. C re ate a ttrac tive P rod ucts.
  33. 33. 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
  34. 34. j ust do it.
  35. 35. http://www.youtube.com/watch? v=wLyFlDAikac&feature=PlayList&p=D1785FD850CB113F&playnext=1&playnext_from=PL&index=36
  36. 36. http://www.youtube.com/watch?v=t_Ckhz-rzvw
  37. 37. So ld! ILL ION 3 .2 M
  38. 38. Don‘t make money.
  39. 39. Make meaning.
  40. 40. Meaning makes money.
  41. 41. 2.
  42. 42. Create Confidence.
  43. 43. Do n ‘t get lost i n tra nsla tion.
  44. 44. What's good for a Russian is deadly for a German.
  45. 45. http://www.youtube.com/watch?v=XQcVllWpwGs
  46. 46. Know your audience.
  47. 47. 3.
  48. 48. e eatns. Cr o Con versati
  49. 49. “ Markets are conversations.“ Cluetrain Manifesto
  50. 50. “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-
  51. 51. http://www.youtube.com/watch?v=XQcVllWpwGs
  52. 52. Observe and listen.
  53. 53. 4.
  54. 54. Cr eate Cont ent.
  55. 55. 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
  56. 56. ADD VALUE T HROUGH CONT ENT!
  57. 57. http://www.youtube.com/watch?v=fKuG0MaY39Q
  58. 58. Be relevant.
  59. 59. 5.
  60. 60. Create new Conn ints. ection Po
  61. 61. 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
  62. 62. http://www.youtube.com/watch?v=rpVwpUOcjJg
  63. 63. http://www.youtube.com/watch?v=LFqsJLRQbEk&feature=channel_page
  64. 64. Take the mountain to the prophet.
  65. 65. 6.
  66. 66. eati Cr uni e tes. Comm
  67. 67. eati Cr uni e tes. Comm
  68. 68. Es. Sitie U un m Com
  69. 69. 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
  70. 70. Skittles Social Media Campaign Increases Traffic 1332% in One Day! (Source: Hitwise US)
  71. 71. Use the power of we.
  72. 72. Resumé.
  73. 73. “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
  74. 74. ✓ Create attractive Products ✓ Create Confidence ✓ Create Conversations ✓ Create New Connection Points ✓ Create Content ✓ Create Community
  75. 75. Know the rules.
  76. 76. Kno w the rules. And break t hem.
  77. 77. Know the rules.
  78. 78. 7.
  79. 79. Listen to your heart.
  80. 80. 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
  81. 81. 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
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