Feel free to re-use or mash-up
                          this presentation under Creative
                          Common...
Alain Thys: Jekyll or Hyde ?

            As a retailer/VC/entrepreneur:
            Double digit ROI

            As a ma...
If you think marketers have an image problem




                                               FUTURELAB
FUTURELAB




What People Think of Marketers
Don’t shoot the messenger 
FUTURELAB




Marketers are faddish, irresponsible, …
don’t think like business people …
more akin to a recalcitrant child...
The average tenure of CMOs in consumer
            markets is 23, 15 or 12 months.

FUTURELAB
FUTURELAB




Too many marketers have become so
specialised that they don’t think in terms of
the company’s big picture.
 ...
FUTURELAB




Marketers are frivolous and difficult to
approach
Australian Society of Certified Public Accountants
FUTURELAB




                Withhold research
            Take credit for other’s work
                   Lack structure...
quot;We can't compete on price. We also can't
compete on quality, features or service.

That leaves fraud, which I'd like ...
FUTURELAB   Buy Stormhoek Wine 
FUTURELAB
If you think marketers have an image problem




                                               FUTURELAB
The « outsider’s » perspective

•   Marketing campaigns have unsure or negative ROI
•   Sales promotions don’t generate sa...
FUTURELAB

The Marketer’s Bushido
Changing marketing’s bad image
Insight

                Respect

                Integrity

            Financial Acumen

               Inclusion

     ...
Insight

                Respect

                Integrity

            Financial Acumen

               Inclusion

     ...
In spite of all “insights” and research, 95% of consumer products
 introductions and innovations fail to reach their ROI t...
FUTURELAB




German Traditional Chains vs. Hard discounters
McKinsey & Company, Nov 2004
60% of sensory experience of drinking espresso comes from the retail
environment (and you lose it when you go home)




FU...
« Best Practice » is Insufficient




    Insight               Product




              Insight     Insight      Insight...
Don’t forget to understand the “influencers”
Real Insight

 Understand what truly drives and
            moves me

  ... and those who influence me

   ... at every st...
Insight

                Respect

                Integrity

            Financial Acumen

               Inclusion

     ...
RESPECT




          FUTURELAB
FUTURELAB




http://www.youtube.com/
watch?v=D3qltEtl7H8




RESPECT ??
Don’t treat me
like a child
“one message doesn’t fit all”




                   FUTURELAB
People
                                  don’t fit
                                   boxes
     •   28-34
     •   Online...
To simplify and give meaning:
Humans seek patterns, even where there are none
FUTURELAB




“It’s the easy way out, and as long as we all do it, we’re fine”
                                           ...
RESPECT


 Let go of mindless segmentation

    Treat markets like “people”

       Bring back the love

 And you might ge...
Insight

                Respect

                Integrity

            Financial Acumen

               Inclusion

     ...
perception
80% of CEO’s believe of
believe their brand
provides a superior
customer experience

8 % of their customers
agr...
We show that we value our
customers by serving them
well, putting their needs and interests
at the center of everything we...
Companies break their promises every single day.
Does your business keep yours?


                                        ...
Breaking promises in a WoM world is suicidal




 FUTURELAB
But I’m just a marketer
FUTURELAB   That is not my department …
YES IT IS …

 Your brand communicates every
   time it touches a customer.

As a marketer you need to manage
      this co...
Consider Each Moment of Truth as a Brand Expression

 Source: DAVIS S., LONGORIA T., “Harmonising Your Touchpoints”, Brand...
In a million channel world, brands whose consumers tell the best
stories, win

                                      EXPER...
INTEGRITY


Ensure that your brand tells the
  truth when it makes a promise

 And when a promise is made
     make sure i...
Insight

                Respect

                Integrity

            Financial Acumen

               Inclusion

     ...
A Reminder from Tom




    http://www.youtube.com/
    watch?v=9MaKHxsGZ-A




                              FUTURELAB
Show Me the Money


Marketers say
“Our advertising generates the branding and
strong creative we need to differentiate
our...
A Structural Answer: Multivariate and Agent Based Modeling




    MEASURE & PREDICT                        AGENT BASED MO...
Pragmatism: Focus your money where it matters

 Average Media Consumption by Week (Europe), 2005
 14
                     ...
Resist Orthodoxy
• Booking TV = higher margin
• Standard rate-cards are less work
• Digital avoidance is easier on the bra...
FINANCIAL ACUMEN

 Establish structural measures to
  assess the financial impact of our
  marketing initiatives, in terms...
Insight

                Respect

                Integrity

            Financial Acumen

               Inclusion

     ...
Houston, we have a problem

90% of businesses are
unable to execute the
strategy they have on
paper

70% of businesses
pro...
Only 5% of the workforce understands what the strategy is

                 Source: Norton, D. Aligning your Strategy to t...
THE MOMENT OF TRUTH

 Your brand communicates every
   time it touches a customer.

As a marketer you need to manage
     ...
YET THEY ARE THE
“MOMENT OF TRUTH”




               FUTURELAB
FUTURELAB




           Do people “get” your strategy ?


What will you do to make it “clear”
INCLUSION

  Make sure that everyone who
 needs to deliver the promise you
       make to the market

 •   Understands thi...
Insight

                Respect

                Integrity

            Financial Acumen

               Inclusion

     ...
FUTURELAB




Dreaming of a better future …
where there is more to business than making money.
DREAM ON …
SHOW ME THE MONEY




FUTURELAB
Be responsible AND make money


                            FUTURELAB
Consumer Demand




    2008

          FUTURELAB
Market Opportunity
PERSPECTIVE


    Do good for the world and
        for your business




FUTURELAB
Insight

                Respect

                Integrity

            Financial Acumen

               Inclusion

     ...
FUTURELAB

Be the First Penguin
that resists threaths & temptation
Insight

                Respect

                Integrity

            Financial Acumen

               Inclusion

     ...
FUTURELAB




The Alternative
http://blog.futurelab.net
Marketing3 Presentation
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Marketing3 Presentation

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This is a presentation Alain Thys gave at the Marketing 3 conference on Nov 29, 2007. For more on this topic, check out http://blog.futurelab.net

Published in: Business

Marketing3 Presentation

  1. 1. Feel free to re-use or mash-up this presentation under Creative Commons 2.0 license (non- commercial, attribution) Marketing 3: On Accountability Alain Thys (http://blog.futurelab.net) FUTURELAB
  2. 2. Alain Thys: Jekyll or Hyde ? As a retailer/VC/entrepreneur: Double digit ROI As a marketer: Close to € 100,000,000 spent to date, and very little to show for it FUTURELAB
  3. 3. If you think marketers have an image problem FUTURELAB
  4. 4. FUTURELAB What People Think of Marketers Don’t shoot the messenger 
  5. 5. FUTURELAB Marketers are faddish, irresponsible, … don’t think like business people … more akin to a recalcitrant child … McKinsey & Company, CEO/CMO Survey, 2005
  6. 6. The average tenure of CMOs in consumer markets is 23, 15 or 12 months. FUTURELAB
  7. 7. FUTURELAB Too many marketers have become so specialised that they don’t think in terms of the company’s big picture. Philip Kotler
  8. 8. FUTURELAB Marketers are frivolous and difficult to approach Australian Society of Certified Public Accountants
  9. 9. FUTURELAB Withhold research Take credit for other’s work Lack structure Are always in meetings Work from 10 to 4 Have long lunches Unaccountable, untouchable Seek quick promotions Churn Care about cars, stats and lunch Use jargon Slippery Expensive Cranfield University
  10. 10. quot;We can't compete on price. We also can't compete on quality, features or service. That leaves fraud, which I'd like you to call marketing.quot; Dilbert’s Boss cc 3.0, Megaqwerty FUTURELAB
  11. 11. FUTURELAB Buy Stormhoek Wine 
  12. 12. FUTURELAB
  13. 13. If you think marketers have an image problem FUTURELAB
  14. 14. The « outsider’s » perspective • Marketing campaigns have unsure or negative ROI • Sales promotions don’t generate sales • Consumers get irritated by advertising • Most new value propositions fail in the market • The campaign presentation never reflects consumer reality • Marketing initiatives overpromise • … • And each year they come up with a new story Marketers need to become more « accountable » for themselves and for the benefit of the business.. FUTURELAB
  15. 15. FUTURELAB The Marketer’s Bushido Changing marketing’s bad image
  16. 16. Insight Respect Integrity Financial Acumen Inclusion Perspective Passion FUTURELAB The Marketer’s Bushido
  17. 17. Insight Respect Integrity Financial Acumen Inclusion Perspective Passion FUTURELAB The Marketer’s Bushido
  18. 18. In spite of all “insights” and research, 95% of consumer products introductions and innovations fail to reach their ROI targets How do you make a difference to someone who has infinite choice? FUTURELAB
  19. 19. FUTURELAB German Traditional Chains vs. Hard discounters McKinsey & Company, Nov 2004
  20. 20. 60% of sensory experience of drinking espresso comes from the retail environment (and you lose it when you go home) FUTURELAB
  21. 21. « Best Practice » is Insufficient Insight Product Insight Insight Insight Insight Insight Acting on Insight in emotions, rationalisations and choice drivers at every step of the experience. The Experience IS the Product FUTURELAB
  22. 22. Don’t forget to understand the “influencers”
  23. 23. Real Insight Understand what truly drives and moves me ... and those who influence me ... at every step of the overall experience you offer FUTURELAB
  24. 24. Insight Respect Integrity Financial Acumen Inclusion Perspective Passion FUTURELAB The Marketer’s Bushido
  25. 25. RESPECT FUTURELAB
  26. 26. FUTURELAB http://www.youtube.com/ watch?v=D3qltEtl7H8 RESPECT ??
  27. 27. Don’t treat me like a child “one message doesn’t fit all” FUTURELAB
  28. 28. People don’t fit boxes • 28-34 • Online music, movies & laser hair removal • Modest but dependable disposable income FUTURELAB
  29. 29. To simplify and give meaning: Humans seek patterns, even where there are none
  30. 30. FUTURELAB “It’s the easy way out, and as long as we all do it, we’re fine” Romanian marketer
  31. 31. RESPECT Let go of mindless segmentation Treat markets like “people” Bring back the love And you might get some in return FUTURELAB
  32. 32. Insight Respect Integrity Financial Acumen Inclusion Perspective Passion FUTURELAB The Marketer’s Bushido
  33. 33. perception 80% of CEO’s believe of believe their brand provides a superior customer experience 8 % of their customers agree (Bain & Company) FUTURELAB
  34. 34. We show that we value our customers by serving them well, putting their needs and interests at the center of everything we do. (from the AOL mission statement) FUTURELAB http://www.youtube.com/watch?v=xaaAYVUWP0I
  35. 35. Companies break their promises every single day. Does your business keep yours? FUTURELAB
  36. 36. Breaking promises in a WoM world is suicidal FUTURELAB
  37. 37. But I’m just a marketer FUTURELAB That is not my department …
  38. 38. YES IT IS … Your brand communicates every time it touches a customer. As a marketer you need to manage this communication. This makes you responsible for each “moment of truth” FUTURELAB
  39. 39. Consider Each Moment of Truth as a Brand Expression Source: DAVIS S., LONGORIA T., “Harmonising Your Touchpoints”, Brand Packaging, Jan/Feb 2003 FUTURELAB
  40. 40. In a million channel world, brands whose consumers tell the best stories, win EXPERIENCES - EMOTIONS - STORIES
  41. 41. INTEGRITY Ensure that your brand tells the truth when it makes a promise And when a promise is made make sure it is kept FUTURELAB
  42. 42. Insight Respect Integrity Financial Acumen Inclusion Perspective Passion FUTURELAB The Marketer’s Bushido
  43. 43. A Reminder from Tom http://www.youtube.com/ watch?v=9MaKHxsGZ-A FUTURELAB
  44. 44. Show Me the Money Marketers say “Our advertising generates the branding and strong creative we need to differentiate ourselves in the marketplace.” The CEO/CFO wants to hear… “Our analysis shows us that our € 3 million advertising campaign generated an incremental € 22.3 million in revenue. We can continue to generate ROI up to a € 4.5 million ad spend, generating an additional € 10.6 million in incremental revenue, at which point broad media advertising becomes saturated for our market.” Source: CFO vs. CMO Smackdown, PMD Professional, 2005
  45. 45. A Structural Answer: Multivariate and Agent Based Modeling MEASURE & PREDICT AGENT BASED MODELING Case: Indian Tea company, Greek Telco. Case: US Packaged Consumer Goods Company FUTURELAB
  46. 46. Pragmatism: Focus your money where it matters Average Media Consumption by Week (Europe), 2005 14 IMPACT Source: Nielsen Interactive Europe, 2005 12 10 8 6 4 2 0 es t on ic o s s VD ne k e i us ad am oo in i D er is M az R v B t G In le ag Te M Preference Purchase Repurchase Loyalty Advocacy
  47. 47. Resist Orthodoxy • Booking TV = higher margin • Standard rate-cards are less work • Digital avoidance is easier on the brain • Agency co-operation is inconvenient
  48. 48. FINANCIAL ACUMEN Establish structural measures to assess the financial impact of our marketing initiatives, in terms the business can appreciate. Meanwhile, at least allocate your funds where they generate most impact for the business. In short, show me the money FUTURELAB
  49. 49. Insight Respect Integrity Financial Acumen Inclusion Perspective Passion FUTURELAB The Marketer’s Bushido
  50. 50. Houston, we have a problem 90% of businesses are unable to execute the strategy they have on paper 70% of businesses project performance they will never attain Source: Axon, L. Learning to lead: How Companies Grow Profits by Growing Leaders, Sept 22,2004 Source: Norton, D. Aligning your Strategy to the Customer Value Proposition, 13/9/2005
  51. 51. Only 5% of the workforce understands what the strategy is Source: Norton, D. Aligning your Strategy to the Customer Value Proposition, 13/9/2005
  52. 52. THE MOMENT OF TRUTH Your brand communicates every time it touches a customer. As a marketer you need to manage this communication. This makes you responsible for each “moment of truth” FUTURELAB
  53. 53. YET THEY ARE THE “MOMENT OF TRUTH” FUTURELAB
  54. 54. FUTURELAB Do people “get” your strategy ? What will you do to make it “clear”
  55. 55. INCLUSION Make sure that everyone who needs to deliver the promise you make to the market • Understands this promise • Knows what it means to him/her • Supports this direction • Acts upon it FUTURELAB
  56. 56. Insight Respect Integrity Financial Acumen Inclusion Perspective Passion FUTURELAB The Marketer’s Bushido
  57. 57. FUTURELAB Dreaming of a better future … where there is more to business than making money.
  58. 58. DREAM ON … SHOW ME THE MONEY FUTURELAB
  59. 59. Be responsible AND make money FUTURELAB
  60. 60. Consumer Demand 2008 FUTURELAB
  61. 61. Market Opportunity
  62. 62. PERSPECTIVE Do good for the world and for your business FUTURELAB
  63. 63. Insight Respect Integrity Financial Acumen Inclusion Perspective Passion FUTURELAB The Marketer’s Bushido
  64. 64. FUTURELAB Be the First Penguin that resists threaths & temptation
  65. 65. Insight Respect Integrity Financial Acumen Inclusion Perspective Passion FUTURELAB The Marketer’s Bushido
  66. 66. FUTURELAB The Alternative
  67. 67. http://blog.futurelab.net

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