Recommended
More Related Content
Similar to Strategic Spending And Effective Creative In Uncertain Times
Similar to Strategic Spending And Effective Creative In Uncertain Times (20)
Recently uploaded
Recently uploaded (20)
Strategic Spending And Effective Creative In Uncertain Times
- 1. Dr. David Bridwell People Scientist Intermark Group Jake McKenzie CEO Intermark Group Keith Otter Chief Creative Officer Intermark Group PSYCHOLOGY-DRIVEN MARKETING: STRATEGIC SPENDING AND EFFECTIVE CREATIVE IN UNCERTAIN TIMES
- 4. 4
- 5. STRATEGIC SPENDING 5 SURVIVE TO THRIVE HUMAN PSYCHOLOGY THINKING SMART
- 7. 7 THREAT DETECTION The brain has systems dedicated to detecting and responding to threats. This process emphasizes short-term safety over long-term goals.
- 12. WE SEEK CONSISTENCY REMEMBER TO MUTE HOW TO BAKE BREAD HOW MUCH TP? STAY HOME DID I TOUCH ANYTHING? TOUCH MY FACE? REMEMBER TO UNMUTE 12
- 13. DRAWN TO THE FAMILIAR Things that are familiar make us feel safe. We have a strong need to feel safe in times of crisis. 13
- 14. AN AD RETREAT 14
- 15. Long-term case history 15 STAY PRESENT
- 17. 17 EXPOSURE
- 19. 19 EXPOSURE
- 21. 21
- 22. 22 MORE THAN FAMILIARITY NET change -13 -6 Decrease Increase Use Image +11 +22 -24 -28
- 23. LONG TERM ROI Year 1 Year 2 Year 3 Year 4 Sales Cashflow Short term Long term 50% 210% 23
- 24. SOV = SOM 10 Points +/- SOV Changes Market share by 1% How SOV drives growth 24
- 25. SHARE OF VOICE 7% 8% 10% 11% 29% 35% Brand #1 Brand #2 Brand #3 Brand #4 Brand #5 Brand #6 -50% -50% -30% -100% -100% 25
- 26. SHARE OF VOICE 16% 21% 29% 34% Brand #1 Brand #2 Brand #3 Brand #4 Brand #5 Brand #6 2X SOV! -50% -50% -30% -100% -100% 26
- 27. SOV KEEPS YOU STABLE Advertising Investment reduces risk
- 28. 16% 21% 29% 34% Brand #1 Brand #2 Brand #3 Brand #4 Brand #5 Brand #6 2X SOV! -50% -50% -30% -100% -100% 28 SOV IS NOT ENOUGH
- 29. 29 FROM SURVIVE TO THRIVE
- 30. SINGLE MINDED STAY ON BRAND BIG IDEA DISRUPT 30 THE FOUNDATIONS
- 31. 31 We have a strong need to remain engaged while we’re stuck in our homes. This helps us create meaning. ENGAGE PEOPLE1
- 34. 34
- 35. 35 Immersion induces awe and expands our mind. Improve mental health by attending to the present moment. LONG-FORM CONTENT
- 36. 36 SIT BACK AND RELAX Opportunity to explore while we’re stuck in our homes. Audi introduced a ‘slow TV’ film featuring 4 hours of the day driving through Australia.
- 37. 37
- 39. 39 IMPORTANT FOR B2B People are more worried about the economy (57.0%) than they are getting infected (33.7%). Fivethirtyeight.com “An economic crisis first, health crisis second.” World Economic Forum
- 41. 41 FOCUS MORE ON COLLECTIVE PERSPECTIVE THAN INDIVIDUALISTIC “WE’RE IN THIS TOGETHER” VS. “GOING TO WAR” ELEVATE YOUR FOLLOWERS2
- 43. 43
- 44. 44 When the hours and days blend together. Stand out by creating moments. CREATE MOMENTS3
- 46. 46
- 47. 47 We’re experiencing a range of difficult emotions. Including grief, social isolation, and loss of identity. Humor can provide relief. BE STUPID4
- 48. 48 BE STUPID4
- 49. 49 IT’S A HUGE HOLE 49
- 50. 50
- 51. 51 Be Uplifting, and focus on higher ideals. Positive associations with your brand. 5 ASPIRATIONAL 51
- 53. 53 AVOID CLICHES6 Show, don’t tell. Do more than separating your logo. We know how to wash our hands now. A little levity would be great. Seriously, we’re over it.
- 54. ENGAGE PEOPLE1 ELEVATE YOUR FOLLOWERS2 CREATE MOMENTS3 BE STUPID4 ASPIRATIONAL5 AVOID CLICHES6
- 56. 56 USE WHAT YOU’VE GOT
- 58. 58 MAKE THE MOST OF THINGS
- 62. ANIMATION 62
- 64. 64 ABOVE ALL, HAVE A BIG IDEA
- 65. BE CREATIVE 65 KEEP COMMUNICATING THINK SMART IN SUMMARY
- 66. COME BACK STRONG
- 67. 67 www.intermarkgroup.com/webinar Find Intermark Group on YouTube THANKS!