There's a new world outhere, our online lives are blending in on our real lives. This presentation tries to give an answer on how to market your products/brand in these circumstances. www.edison.be www.twitter.com/pierrezi

1. Edison - 07 oktober 2009
Branded Utility

2. Before going to the booze
• Branded utilities
definitions
• The new world
• Combining the two
• Examples
• Conclusions
• What lies beyond

3. M.a.a.s
Marketing As A Service
•Branded Utility or marketing with a
meaning isn’t new.
•It is as old as marketing itself
– We’ve always tried to give meaning

4. 1931
The oldest
example

5. So what is new then?
The combination of
branded
utility and the
possibilities of
internet

6. First things first
Some definitions

7. Pinpoint
the difference
Often used interchangeably, I prefer a distinction between
Branded Utility:
An overarching concept focused on providing
meaningful marketing that improves
people’s lives and adds value to the user
Branded Utilities:
Tools and the actual implementation of the overarching concept
Branded Utility

8. Or another distinction
[Branded Utility] is where the brand creates a
commitment to a relationship. It's where the brand creates
something useful to you, something that’s a utility in
your life.
The consumer will feel more confident with the relationship
if the brand will continue to be part of his life.

9. In a nutshell
Branded Utility =
• Genuinely useful
• Interesting
• Relational
• Creative
• Helpful

10. How to add value to your
brand/product
• Innovation
• Packaging
• Bonuses
• Alliances
• Relational benefits
– Customer
engagement
– Loyalty - reward
Content is king

11. The new
possibilities
Everything digital
changed
overnight
(digital does not equal the Internet)

12. Some philosophy
This change has
nothing to do with
technology
– From user-
generated content
to user-generated
marketing?
Brands?

13. We’ve come a long way
Well, ... Most of us
the fastest growing
group on Facebook is
54-60 age
PROOF:
http://www.youtube.com/watch?v=9qArqQYZIGI

14. “Do you think
this is air
you’re breathing?”
Morpheus - ‘The matrix’
Our real world is blending with our virtual
world
– Our everyday life becomes part of our online
lives

17. This changes
everything
Stop asking attention, start
giving it.
Giving!

18. Linking the two
So, we know what branded utility is
We know where the internet is...
(Online) Branded Utility
is the bridge between
Brands & Social
Media

19. Branded Utility...
... was being Helpful,
Interesting,
Engaging ... is being Helpful,
Interesting, Engaging,
Interactive

20. Online Branded Utility
• Is combining the benefits of the
internet with something useful for
the users, generating word-of-mouth,
a dialogue between the brand and
the audience, between users.
The internet is the bridge between brands &
the user’s daily life, based on interaction.

21. Linking Branded Utility with social
media leads to Participatory
Marketing
“Houston, we have
a dialogue!”

22. A word about
word-of-mouth
It all about boosting the customer
experience, so hopefully consumers
return the favor.

23. Even more benefits
• People generate content for your
brand
• Content is picked-up be Google
•“You are what Google says
you are”

24. So, what can the new
Branded Utility do for us?
• Enable Word-of-mouth
• Create brand ambassadors
• Pull the brand dialogue on brand
platforms
• Build the relationship
• Boost the google performance

25. The website as
the branded
utility home place
• The internet can
serve ‘usefulness’
like no other
channel
• The website can
be more than a
product showcase

27. Examples:
•Kraft Ifood’s assistant
•Nike+
•Fiat EcoDrive
•Babycenter
•Starbucks
•Clorox Cleaning Advisor
•PizzaHut’s Shortcut desktop app.
•Pampers

29. Kraft (L)earnings
• 7000 recipes
• People pay for valuable
content: 0,99$ per download
• Kraft owns the fridge
• A daily dialogue with users

30. Nike+
Tune your run:
http://www.youtube.com/watch?v=qOr5_GaGnPc

35. Nike+
All about the
experience
All media
working
together
Community
driven

36. Nike + big
conclusion
All media pointing to
the online conversion
Selling 3,000,000 shoes
in 3 months

38. Fiat case
• Downloads: application to improve
your eco-driving skills
• Eco-Ville: The community

40. Starbucks
The launch of MyStarbucksIdea.com, Starbucks first
online community, that takes the Starbucks Experience
outside the store and enables customers to play a role in
shaping the company's future.

41. A step by step cleaning advisor
Tips & Trics on how to save engery

42. Pizza anyone?

43. Why?
• Mobile
ordering
• Internet
ordering
• Connecting
6200
pizzahuts
to users

45. But Wait, there is more
• What if we could link our valuable
content to existing user communities
• Maybe Branded Utility can finally be
a successful strategy for brands to
plug into the social media forces.

46. Travel
Channel
• Kidnap
Your
Friends
• 28%
increase in
site traffic
• 2,7 million
monthly
active users

48. Conclusion
You will get
wealthy
if you connect
with your audience
The high level roadmap:
– Listen
– Give
– Connect
– Reward

49. What marketers should do:
• Listen and tune in
– Gather feedback
– Connect with your audience
• Develop services which add value
‘On top of your product/service’
• Locate key ambassadors

50. Disadvantages
• The relationship must be exploited over time.
• Is there room for 2 ifood assistants?
• Junk stays junk
• Power of word of mouth can turn into negative
brand ambassadors

51. So, branded Utility
• Is cool
• When linked with social media it creates
participitory marketing
– Participitory marketing creates brand
ambassadors
• Brand ambassadors do your work
• Is a tool/strategy to pull the brand
conversation to you in stead of in google

52. Sources:
•Slide Share
• Helge Tenno - New Measuring strategies I & II
• Paul Isackson
•Josh Chambers
• Frankwatching
•Contagious - Apps are the new land-grab
• Marketingcues
• Flickr, youtube, twitter, facebook
• The Edison team & mevrouw Vanden Abeele
• you

53. What
lies
• Augmented Reality
• Sekai Camera
beyond?

54. Gettin’ real!

55. http://www. virtueleopendeur.be

56. Thank you
www.twitter.com/pierrezi
www.linkedin.com/in/pietervandenabeele