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Chris Kneeland - Start Making Impressions Instead of Buying Them

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Advertising isn’t dead, but it is woefully overfunded. Businesses are failing faster than ever before, and customer engagement metrics are tanking at alarming rates. Obviously an ad-centric remedy for ailing brands isn’t working. A new prescription is required, and we can look to the most iconic, cult-like brands on the planet to learn six things they're doing better then their mediocre peers.

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Chris Kneeland - Start Making Impressions Instead of Buying Them

  1. 1. START MAKING IMPRESSIONS INSTEAD OF BUYING THEM Chris Kneeland Do NOT
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  3. 3. 0 10 20 30 40 50 60 70 80 90 TV Digital Print Radio Outdoor Annual U.S. Paid Media Spend (B) #INBOUND16
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  6. 6. #INBOUND16 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 1995 2005 2015 USA Net Sales as a % of USA GDP 1995-2015 GM Ford Procter & Gamble
  7. 7. #INBOUND16 -8.00% -6.00% -4.00% -2.00% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% Growth of Top 100 CPG Brands vs. Overall Category Growth 52 Weeks Trailing, June 30, 2015
  8. 8. #INBOUND16 80% 67% 47% 61% 37% 28% Fashion Brand Luxuary Hotel Retailer Percentage of Affluents Who Can Identify a "Favorite" Brand USA, Top 5% by Household Income (HHI) 2007/2008 2014/2015
  9. 9. 1. Deceived WHY SPEND SO MUCH ON ADVERTISING? #INBOUND16
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  11. 11. “Marketers are pouring more and more money into advertising. They don't know what they're buying, they don't know who they're buying it from. They don't know what they're getting, they don't know how much they're paying." #INBOUND16
  12. 12. 1. Deceived 2. Don’t know there is a better way WHY SPEND SO MUCH ON ADVERTISING? #INBOUND16
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  14. 14. #INBOUND16 0 5 10 15 20 25 30 35 40 45 50 2005 2007 2009 2011 2013 2015 Google Trends: Auto Interest Over Time USA 2005 - 2015 Tesla Toyota Chevrolet Honda Ford Other Auto
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  17. 17. 44%New Economic Order #INBOUND16
  18. 18. 77%Discretionary Spend #INBOUND16
  19. 19. 77%New Economic Order #INBOUND16
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  35. 35. THANK YOU. #INBOUND16

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