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Digital Heart No Agency

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