Winning Back Trust Through Mail
A creative perspective
Who is this person?
www.directnewideas.com
What’s happened to brands?
What’s happened to brands? <ul><li>Mercedes make a car that falls over </li></ul><ul><li>Ford make cars that crash </li></...
On the subject of cars…
Brands are up to no good <ul><li>Nestle dressed women up as nurses to hand out free samples of powder milk to breast-feedi...
Poisoning our children
 
Poisoning us
Brands are dishonest
Coca-Cola tried to fool us
Kraft lied
There will be consequences
The banks…
The banks
The people we don’t trust don’t trust each other
Dick Fuld
Politicians lie
Politicians lie
Lack of trust <ul><li>In 2000 4 in 10 consumers showed preference to one brand. In 2007, fewer than 1 in 10. </li></ul><ul...
A big brand crash waiting to happen
How do people tell brands what they feel?
 
 
 
 
 
Brands have powerful enemies
And these are tough times
So, what is trust? <ul><li>It develops over time </li></ul><ul><li>So it’s a relationship </li></ul><ul><li>In which you c...
5 ways to rebuild trust <ul><li>1. Through values </li></ul><ul><li>2. Through ethics </li></ul><ul><li>3. Through constan...
Brands have to have values <ul><li>Values provide a platform for </li></ul><ul><li>a consistent message </li></ul><ul><li>...
Not just attributes
 
Recognisable values
In everything they do
Virgin
The letter as brand communication
Honda
It starts with the brand
Keeping the relationship going
Dirt is good
But better in Direct Mail
How to start talking about values? <ul><li>Repositioning helps </li></ul><ul><li>Some brands have turned disaster into tri...
Jet Blue screwed up
They wrote to say sorry
Innocent’s ethics looked dodgy
They wrote to explain <ul><li>Mitchell and his colleagues tirelessly tracked down and contacted every negative blogger on ...
Eurostar stranded passengers  <ul><li>. </li></ul>
Mail is fundamental to their recovery
2. The importance of ethics
Ethical brands <ul><li>Most ethical </li></ul><ul><li>The Co-Op </li></ul><ul><li>The Bodyshop </li></ul><ul><li>BBC </li>...
Better get some ethics <ul><li>Brands are learning they had better get some ethics fast </li></ul><ul><li>Or face the cons...
Nestle goes Fairtrade
Ethics – not for everyone
Yet! <ul><li>The digital revolution is making business more accountable </li></ul>
Compare and contrast
Corporate social responsibility
 
HD loves HB
Musica
3. Trust through constancy <ul><li>Most of the money goes on acquisition </li></ul><ul><li>Few awards for retention </li><...
Retention v acquisition
CRM doesn’t come cheap
Baileys
 
Surprise and Delight
Saying thank you goes a long way
Saying thank you goes a long way
4. Through intimacy  <ul><li>It’s about being personal </li></ul><ul><li>The connection real people make with each other <...
Real people saved Microsoft
A real farmer for Birdseye
A real farmer for Birdseye
The chubby grocer
Conversation
Dole introduce you to the real grower
What does personal mean?
PersonALITY
Having a distinct tone of voice
 
 
It’s knowing
 
Personal means you know me
5. Through creativity <ul><li>Creativity has been democratised </li></ul><ul><li>It shows you care </li></ul><ul><li>You’v...
Is any response more direct than a laugh?
 
It engages at once
The envelope is a poster
The beginning of an experience
 
It tells a story
Involves you
It engages the senses
A postcard that purrs
A letter you can eat
Why are these exceptions? <ul><li>Authenticity </li></ul><ul><li>Reality </li></ul><ul><li>Personality </li></ul>
Problem: data or creativity? <ul><li>Clients are buying data </li></ul><ul><li>Not creativity </li></ul><ul><li>Aided and ...
ROI <ul><li>Who doesn’t want a return on their investment? </li></ul><ul><li>It is such a reductive concept </li></ul><ul>...
Return on Idea <ul><li>You need an idea about the brand </li></ul><ul><li>You need an idea about who you are talking to an...
Burger King’s idea
Return on idea. From….
To….
Return on Idea from Cadbury
Return on Idea from Cadbury
Dove
Dove - Return on Idea
Strategem - Return on Idea
In summary: <ul><li>Be a bit more human </li></ul><ul><li>Ask, how can we do stuff that people will like? </li></ul><ul><l...
The creative perspective
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Trust me I'm Marketing

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  • Actually…through a combination of media. No medium can exist on its own any longer…but certainly, if brands are to win back trust, then mail as part of an integrated comms strategy makes much sense, as I will show, I hope.
  • I’m here to preach to the converted. And to do a bit of direct marketing … I am the new publisher of Directory and am keen to offer subscriptions
  • In return for this shameless bit of advertising, I will endeavour to spend the next hour Being almost interesting while showing some great work…
  • And they are a building society, a mutual, not even a bank….
  • And they are a building society, a mutual, not even a bank….
  • Not just corporations, but their leaders have been letting us down. The CEO of Lehman Brothers- has just been revealed as hiding a $50 billion hole. Repo 105 transactions He has been described as the worst US CEO of all time.
  • I did not have sex with that woman
  • I did not have sex with that woman
  • Brands are also in trouble because own label looks better value
  • The rise and rise of own label
  • Relationship - spot that word. It’s the word around which the future of direct marketing revolves
  • Relationship - spot that word. It’s the word around which the future of direct marketing revolves
  • When you know what the brand is all about, then you can do great work across all media Guinness
  • When you know what the brand is all about, then you can do great work across all media Guinness
  • Persil repositioned the brand around ‘Dirt Is Good’ – a brilliant insight. – and Mums responded well. BUT the moment their kids came home messy they went berserk.
  • The only way Mums will let kids get messy is if they get messy with them. A campaign idea that really should be direct driven…
  • How do you start sharing your values with your customers????? The psychology of apology is interesting.
  • They wrote a letter Issued advertising to spell out the 7 Day plan and the 30 day plan….
  • Again, please note that this is one-to-one communication
  • one-to-one communication to the 20% of regular passengers who are responsible for 80% of their income
  • This is the FT looking at companies and asking how they choose their suppliers. Well, consumers are pretty much the same as finance directors
  • Niot because they WANT to, but because they HAVE to
  • Gore-Tex
  • Manchester United currently has £703m of debt. The Glazers can take out £63m next year. They can sell the training facilities and lease them back…they are regarded as evil
  • As I said, people want their brands to have recognisable values. And it is no surprise The Red Knights want to create a structure similar to that of Barcelona
  • Brands are acquiring a conscience.
  • Brands are acquiring a conscience.
  • Musica is a retailer selling DVDs. They asked people to rate the Greatest Song Ever. Every visit to the website, they would donate money towards hearing aids for deaf children.
  • I want to go back to relationships a moment. And trust. It’s like my marriage.Back in the 1980s I met a gorgeous Danish blonde and I spent a bloody fortune getting her into bed. If I thought she was going to get any cheaper once I married her, I was hideously horribly wrong. Retention is expensive But worth it…even though I don’t get any sex any more. The point is, I am able to nurture the relationship because we are Able to share certain values. We value our children highly…so
  • But then, losing customers is expensive too. MTN sent you a solar powered phone recharger if you had a phone contract with them for 10 years….
  • Ideas about how to look busy but actually have a relaxed Christmas…
  • Surprise and delight
  • If you donated money to the Ant-Nazi League they sent you an egg-cup. And that turned you into a recruiter
  • If you had put your dog into the Tribis kennels in the year, at Christmas you were sent a box of chocs…
  • Except they were biscuits for your dog
  • 2. Real people ---- that’s what makes direct work best In 2006 the BBC reported “the man who made Microsoft more human is leaving for a technology Start-up….
  • In 2006 the BBC reported “the man who made Microsoft more human is leaving for a technology Start-up….
  • In 2006 the BBC reported “the man who made Microsoft more human is leaving for a technology Start-up….
  • He blogged for a year about losing weight…and finished on 24th December 2008
  • In 2006 the BBC reported “the man who made Microsoft more human is leaving for a technology Start-up….
  • As a consumer, I will engage with brands that have a distinct personality
  • It means REAL PEOPLE
  • This is wry…because that’s the way parenthood is.
  • This is witty. It knows that life is boring…that spectacles are boring…that going to the optician is boring…so It tries to be just a little bit HUMAN about it
  • You’re charmed, entertained
  • And you know what’s happening to me.
  • Everyone understands creativity. They also understand when you don’t give a shit…
  • Mil is the original interactive medium, the original experiential medium… Here I experience a sense of violation which the advertiser wants me to experience…
  • The interesting thing about this pioece is it was mailed out to 3,000 marketers and 8,000 said they had received it.
  • Lt’s recap. For you to make your DM work, you need it to be branded. And that means I want to know and share your values. It needs to be grounded in reality. And it needs to have personality. So why is so little DM any of the above????
  • Unambitious. Lazy. And amazingly 20th Century. Wise up guys, it’s 2009. And there are new rules of communication.
  • As I have said - that idea may emerge from a sense of the brand’s values - Dove. Or from its
  • Burger King had a huge positioning idea - that they are an entertainment brand
  • 20th consecutive quarter of growth, $634m for the quarter, up 3% on 2008
  • Cadbury had a huge strategic idea – let’s get people to look elsewhere
  • But you can bet that when the gorilla idea was bought by the board, no-one was asking for the projected ROI. They NEEDED an idea to survive. When you don’t need an idea because everything seems to be going okay, That[‘s when you treat your consumers like morons…
  • This DVD was mailed out to 15 clients. It led to 13 pitches
  • To answer my own questions – it’s about being nice; thoughtful; spending a bit of money; and taking nothing for granted. But get it right and the rewards of being a trusted brand will last you and protect you for many many years
  • Today has been a slightly different perspective. I hope you have enjoyed it
  • Trust me I'm Marketing

    1. 1. Winning Back Trust Through Mail
    2. 2. A creative perspective
    3. 3. Who is this person?
    4. 4. www.directnewideas.com
    5. 5. What’s happened to brands?
    6. 6. What’s happened to brands? <ul><li>Mercedes make a car that falls over </li></ul><ul><li>Ford make cars that crash </li></ul><ul><li>Firestone make tyres that burst </li></ul>
    7. 7. On the subject of cars…
    8. 8. Brands are up to no good <ul><li>Nestle dressed women up as nurses to hand out free samples of powder milk to breast-feeding mums. </li></ul><ul><li>Just enough for them to stop lactating. And then have to buy the Nestle formula. </li></ul><ul><li>Nike exploit child labour </li></ul>
    9. 9. Poisoning our children
    10. 11. Poisoning us
    11. 12. Brands are dishonest
    12. 13. Coca-Cola tried to fool us
    13. 14. Kraft lied
    14. 15. There will be consequences
    15. 16. The banks…
    16. 17. The banks
    17. 18. The people we don’t trust don’t trust each other
    18. 19. Dick Fuld
    19. 20. Politicians lie
    20. 21. Politicians lie
    21. 22. Lack of trust <ul><li>In 2000 4 in 10 consumers showed preference to one brand. In 2007, fewer than 1 in 10. </li></ul><ul><li>Carlson Marketing: trust in brands is down 50% since 2000. </li></ul><ul><li>The Henley centre reports that trust in 16 of the UK’s 17 largest, brands is reduced. </li></ul><ul><li>Only 20% of brands are trustworthy according to Gerzema and Lebar </li></ul>
    22. 23. A big brand crash waiting to happen
    23. 24. How do people tell brands what they feel?
    24. 30. Brands have powerful enemies
    25. 31. And these are tough times
    26. 32. So, what is trust? <ul><li>It develops over time </li></ul><ul><li>So it’s a relationship </li></ul><ul><li>In which you can be wrong as well as right </li></ul><ul><li>With give and take </li></ul><ul><li>Being open and honest </li></ul>
    27. 33. 5 ways to rebuild trust <ul><li>1. Through values </li></ul><ul><li>2. Through ethics </li></ul><ul><li>3. Through constancy </li></ul><ul><li>4. Through intimacy </li></ul><ul><li>5. Through creativity </li></ul>
    28. 34. Brands have to have values <ul><li>Values provide a platform for </li></ul><ul><li>a consistent message </li></ul><ul><li>An ongoing conversation </li></ul><ul><li>Create talkability </li></ul><ul><li>A theme with which to interact with customers/staff </li></ul>
    29. 35. Not just attributes
    30. 37. Recognisable values
    31. 38. In everything they do
    32. 39. Virgin
    33. 40. The letter as brand communication
    34. 41. Honda
    35. 42. It starts with the brand
    36. 43. Keeping the relationship going
    37. 44. Dirt is good
    38. 45. But better in Direct Mail
    39. 46. How to start talking about values? <ul><li>Repositioning helps </li></ul><ul><li>Some brands have turned disaster into triumph </li></ul><ul><li>And found their values </li></ul>
    40. 47. Jet Blue screwed up
    41. 48. They wrote to say sorry
    42. 49. Innocent’s ethics looked dodgy
    43. 50. They wrote to explain <ul><li>Mitchell and his colleagues tirelessly tracked down and contacted every negative blogger on their web site, to personally explain the logic of the deal. </li></ul><ul><li>“ H aving the blog, as well as inviting people to ring us on the Banana Phone, is all about keeping in touch with our customers and inviting them to engage with us, ” says Mitchell. He believes such communication is key to keeping Innocent grounded as it grows. </li></ul>
    44. 51. Eurostar stranded passengers <ul><li>. </li></ul>
    45. 52. Mail is fundamental to their recovery
    46. 53. 2. The importance of ethics
    47. 54. Ethical brands <ul><li>Most ethical </li></ul><ul><li>The Co-Op </li></ul><ul><li>The Bodyshop </li></ul><ul><li>BBC </li></ul><ul><li>Marks & Spencer </li></ul><ul><li>Waitrose </li></ul><ul><li>Least ethical </li></ul><ul><li>McDonald’s </li></ul><ul><li>Burger King </li></ul><ul><li>Ryan Air </li></ul><ul><li>Nike </li></ul><ul><li>Shell </li></ul>
    48. 55. Better get some ethics <ul><li>Brands are learning they had better get some ethics fast </li></ul><ul><li>Or face the consequences </li></ul>
    49. 56. Nestle goes Fairtrade
    50. 57. Ethics – not for everyone
    51. 58. Yet! <ul><li>The digital revolution is making business more accountable </li></ul>
    52. 59. Compare and contrast
    53. 60. Corporate social responsibility
    54. 62. HD loves HB
    55. 63. Musica
    56. 64. 3. Trust through constancy <ul><li>Most of the money goes on acquisition </li></ul><ul><li>Few awards for retention </li></ul><ul><li>You shouldn’t be surprised your customers desert you </li></ul>
    57. 65. Retention v acquisition
    58. 66. CRM doesn’t come cheap
    59. 67. Baileys
    60. 69. Surprise and Delight
    61. 70. Saying thank you goes a long way
    62. 71. Saying thank you goes a long way
    63. 72. 4. Through intimacy <ul><li>It’s about being personal </li></ul><ul><li>The connection real people make with each other </li></ul>
    64. 73. Real people saved Microsoft
    65. 74. A real farmer for Birdseye
    66. 75. A real farmer for Birdseye
    67. 76. The chubby grocer
    68. 77. Conversation
    69. 78. Dole introduce you to the real grower
    70. 79. What does personal mean?
    71. 80. PersonALITY
    72. 81. Having a distinct tone of voice
    73. 84. It’s knowing
    74. 86. Personal means you know me
    75. 87. 5. Through creativity <ul><li>Creativity has been democratised </li></ul><ul><li>It shows you care </li></ul><ul><li>You’ve spent time and money </li></ul>
    76. 88. Is any response more direct than a laugh?
    77. 90. It engages at once
    78. 91. The envelope is a poster
    79. 92. The beginning of an experience
    80. 94. It tells a story
    81. 95. Involves you
    82. 96. It engages the senses
    83. 97. A postcard that purrs
    84. 98. A letter you can eat
    85. 99. Why are these exceptions? <ul><li>Authenticity </li></ul><ul><li>Reality </li></ul><ul><li>Personality </li></ul>
    86. 100. Problem: data or creativity? <ul><li>Clients are buying data </li></ul><ul><li>Not creativity </li></ul><ul><li>Aided and abetted by media agencies </li></ul><ul><li>Media agencies sell success as a result of appropriate placement </li></ul><ul><li>All summed up in ROI </li></ul>
    87. 101. ROI <ul><li>Who doesn’t want a return on their investment? </li></ul><ul><li>It is such a reductive concept </li></ul><ul><li>Trying to be predictive </li></ul><ul><li>i.e. Let’s do what we did last time </li></ul><ul><li>Based on what everyone else is doing </li></ul><ul><li>Allows marketers to feel in control </li></ul><ul><li>Unambitious </li></ul>
    88. 102. Return on Idea <ul><li>You need an idea about the brand </li></ul><ul><li>You need an idea about who you are talking to and what you want to say to them </li></ul><ul><li>Finally you need a creative idea that will engage </li></ul>
    89. 103. Burger King’s idea
    90. 104. Return on idea. From….
    91. 105. To….
    92. 106. Return on Idea from Cadbury
    93. 107. Return on Idea from Cadbury
    94. 108. Dove
    95. 109. Dove - Return on Idea
    96. 110. Strategem - Return on Idea
    97. 111. In summary: <ul><li>Be a bit more human </li></ul><ul><li>Ask, how can we do stuff that people will like? </li></ul><ul><li>So they will want us as a brand friend? </li></ul>
    98. 112. The creative perspective

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