Successfully reported this slideshow.
Your SlideShare is downloading.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
  • Be the first to comment

Windtunnel Marketing (Internationalist Conf, NYC, April 2011)

  1. 1. THE ANTI WIND TUNNEL MARKETING MOVEMENT
  2. 2.
  3. 3. WHEN DID ALL THE ADS START LOOKING THE SAME?
  4. 4. SAME SCENARIOS…
  5. 5. SAME NARRATIVES…
  6. 6. SAME CASTING..…
  7. 7.
  8. 8. THE CLASSIC COMMUNICATIONS MODEL RELEVANT DIFFERENT BEHAVIORAL CHANGE
  9. 9. THE DOMINANT COMMUNICATIONS MODEL RELEVANT DIFFERENT BEHAVIORAL CHANGE
  10. 10. WE HAVE FORGOTTEN THE POWER OF DIFFERENCE
  11. 11. SO WHAT?
  12. 12. IT ALL BECOMES A GAME OF RESOURCE –BIGGEST MEDIA BUDGET, DISTRIBUTION, NETWORK OR SALES TEAM WINS
  13. 13. “ Marketplace clutter takes 5 forms. Product clutter. Feature clutter. Advertising clutter. Message clutter. Media clutter. ” “ The human mind deals with clutter in the best way it can – by blocking most of it out ”
  14. 14. WE ’ RE IN DANGER OF RE-LIVING OUR ERRORS
  15. 15. SAME OLA.....
  16. 16. Kim ’ s create your own flavor examples, plus ben and jerry ’ s do the world a flavor, Kettle Chips create a chip challenge. Overlay black box saying ‘ Same UGC ’ SAME UGC....
  17. 17. SAME TOOLS…
  18. 18. SAME CONTENT…
  19. 19.
  20. 20.
  21. 21. GENERAL QUESTIONS How long did it take to compile this FAQ? I have another question what email address do I use to contact you? Is it true that Teux Deux is the 16th greatest invention of all time? What are the other 15 greatest inventions? A long time. So read it. Before you email us, read this FAQ and give our demo videos a watch. If you ask a question that is already available here, you won ’ t get a response. Yes. We can ’ t go into detail, but we can say that #6 is Nutella.
  22. 22. <ul><li>INSANITY: ” DOING THE SAME THING OVER AND OVER AGAIN, AND EXPECTING DIFFERENT RESULTS ” </li></ul>WHY HAS THIS HAPPENED?
  23. 23. GLOBALIZATION
  24. 24. THE PROFESSIONALISATION OF MARKETING
  25. 25. CODIFICATION OF BEST PRACTICE
  26. 26. SAME CREATIVE DEVELOPMENT MODEL = SAME OUTPUT CONSUMER GROUPS – INSIGHT DISCOVERY STRATEGIC & CREATIVE DEVELOPMENT CONSUMER GROUPS – CREATIVE TESTING CONSUMER SURVEY – CREATIVE TESTING
  27. 27. SO WHERE DO WE GO FROM HERE?
  28. 28. 1. HIRE DIFFERENCE Spencer Stuart 2010 data shows < 30% CMOs hired from outside their current industry
  29. 29. ‘ I know you ’ ve got experience in the baked goods and bread category … but do you have any in sliced bread? ’ Account Man at interview with potential new boss (New York Circa 1972) Client inquiry, Singapore
  30. 30. 2. BUDGET FOR EXPERIMENTATION
  31. 31. 3. REWARD RISK
  32. 32. 4. VALUE IGNORANCE
  33. 33. 5. JUDGEMENT-BASED DECISION MAKING
  34. 34.
  35. 35. ‘ I love this work. It ’ s on brief, on brand and really engaging. Let ’ s move straight to research. ’ Client -Anon
  36. 36. ANALYSIS PARALYSIS? ‘ In business we value most highly that which we can measure most precisely... ...consequently we often invest huge amounts in being precisely wrong rather than seeking to be approximately right. ’ Sir John Banham President of the CBI
  37. 37. 6. HURRY UP Too much time creates room for caveats, committees and complacency. Speed can be liberating, exciting, invigorating.
  38. 38. THE 40/70 RULE ‘ Don ’ t take action if you only have enough information to give you less than 40% chance of being right. But don ’ t wait until you have enough facts to be 100% sure, because by then it is almost always too late. Once the information is in the 40 to 70 range , go with your gut. ’ Gen (Ret) Colin Powell, Secretary of State
  39. 40. THANK YOU

    Be the first to comment

    Login to see the comments

  • CoreyGreen

    Sep. 4, 2014

A brief provocation that today's advertisers are failing sufficiently to prioritize the qualities of difference and distinctiveness.

Views

Total views

844

On Slideshare

0

From embeds

0

Number of embeds

1

Actions

Downloads

16

Shares

0

Comments

0

Likes

1

×