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What Can Marketing Learn from Vanilla Ice
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What Can Marketing Learn from Vanilla Ice


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  • 1. What can marketing learn from VANILLA ICE closer customer connections in changing times Peter Harris Managing Director Vision Critical
  • 2. Peter Harris Managing Director @ Vision Critical AUDITOR marketing RESEARCHFamily man AMSRS aussie NEW MEDIA building relationships ASHES TRAGIC
  • 3. “Stop, Collaborate and Listen” – Vanilla Ice
  • 4. Stop. Collaborate. Listen.
  • 5. Past
  • 6. Today
  • 7. Some inconvenient truths “In most categories a brand’s market share is stationary” 4 out of 5 categories seen as increasingly homogeneous 3x $ spent on discounting as ‘brand building’ in fmcg 0.5% average click-thru rate for banners Less than 1 in 10 ads seen as different 4% response rate successful in DMSources: Andrew Ehrenberg; Copernicus Consulting; McKinsey
  • 8. Brands that engage in social media are winning Brands fall into one of four engagement profiles…. Mavens have experienced better revenue growth (last 12 mths)Source: The world’s most valuable brands. Who’s most engaged? Ranking the Top 100 Global Brands Report, prepared by Altimeter and Wetpaint
  • 9. Continuous listening
  • 10. brands must go beyond broadcast
  • 11. and become “facilitators”
  • 12. How can we get a better ROI? (Return on insight)
  • 13. Stop. Collaborate. Listen.
  • 14. collaborateInvite them in. Treat them as collaborators. Harness theircollective intelligence. Give them a role in helping the brandsucceed and a chance to become visible to their community.
  • 15. collaborate
  • 16. If what we’re doing is right,and if we give them the tools,young people will do the marketing andorganising for us(and be better at it than we are)
  • 17.
  • 18. • 70,000 ideas in first year• Free coffee for Gold Card members on their birthday• Starbucks VIP card• Buy coffee beans, get a free cup of coffee
  • 19. • Get (free) help, advice & support in planning kitchens, offices, wardrobes eetc..• Employee and fan community - 100,000+ members, 4 yrs old• Community donations + ad revenue funding model• Reward participation with Ikea gift cards
  • 20. Results
  • 21. Why they will collaborate? connect useful educate entertainSource: PHD
  • 22. Stop. Collaborate. Listen.
  • 23. ListenTalk with customers in context. Listen to theirideas before they get skewed. Uncover issues,focusing on how people feel.
  • 24. “In the old days, brands wanted everybody to pay attention to them. Now brands need to pay attention to everybody else.”-Anonymous
  • 25. listen
  • 26. “We’ve been voted the best marketer of the 20thcentury. But that’s because we were the biggestshouters. In the 21st century, we want to be the bestlisteners.- Greg Icenhower, P&G, directorof corporate communications
  • 27. Social Media Monitoring ToolsSocial Media Buzz Monitoring1. Free Alert Systems2. Paid Analysis Dashboard3. Full Service Insights Partners
  • 28. Online Customer Community• Continuous connection to your customers• 300–500 invitation-only members in a room Discussion Journals Quick Polls Mystery shopping Online chat Scrapbook Brainstorm Immersion Use photos Twitter Video Off-line events Survey
  • 29. ‘Listening is the new marketing’, Chris Brogan
  • 30. 7 Secrets of Vanilla Ice Marketing
  • 31. 1. Make your own game• Stand out• Don’t play by other people’s rules
  • 32. 2. Build a Posse• Make friends / connect• Insiders advantage / outsiders can’t buy influence• Create a big F’n network
  • 33. 3. Spin off• The Archimedes Effect / Leverage• Build off previous success
  • 34. 4. Throw Awesome Parties• Be a great party host• Invite them to participate and mash their own content• Connect , network and help build relationships
  • 35. • Provide opportunities to participate• Don’t force the conversations but help it along• Share instead of hoard
  • 36. • Put on & play a constructive role in offline events• Add value to the community experience• Capture content and 3rd party perspectives on your community topic
  • 37. • Pay your dues - consistency and authenticity• Be open to criticism and admit when you are wrong• Have a higher purpose
  • 38.