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How To (not) Fail - by Wieden Kennedy Amsterdam

Source: http://martinweigel.org/2012/10/03/if-you-want-to-fail-assume-there-is-an-audience/

How To (not) Fail - by Wieden Kennedy Amsterdam

Source: http://martinweigel.org/2012/10/03/if-you-want-to-fail-assume-there-is-an-audience/

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How to-fail-30th-oct-2012

  1. 1. HOW TO + (NOT) FAIL WIEDEN+KENNEDY AMSTERDAM
  2. 2. OR:
  3. 3. WHY THERE IS NO AUDIENCE FOR WHAT WE MAKE
  4. 4. AND WHY THAT TRUTH WILL SET US FREE
  5. 5. SOME NUMBERS ONE AD NO CASE STUDIES AND SOME GOOD NEWS
  6. 6. THIS IS THE LANGUAGE OF MARKETING...
  7. 7. ‘AUDIENCE’
  8. 8. ‘FANS’
  9. 9. ‘COMMITMENT’
  10. 10. ‘RELATIONSHIPS’
  11. 11. ‘ENGAGEMENT’
  12. 12. ‘LOVE’
  13. 13. IT’S THE LANGUAGE OF CONSUMERS GIVING A SHIT
  14. 14. ALL RHETORIC NO EVIDENCE
  15. 15. SO IF YOU WANT TO FAIL DO THIS...
  16. 16. ASSUME THAT PEOPLE CARE ABOUT BRANDS
  17. 17. ASSUME THAT PEOPLE WANT TO HAVE A RELATIONSHIP WITH YOUR BRAND
  18. 18. ASSUME THAT YOUR FANS ARE YOUR MOST VALUABLE CONSUMER
  19. 19. ASSUME THAT EVERYONE WANTS TO PARTICIPATE
  20. 20. ASSUME THAT PEOPLE WILL FIND YOUR CONTENT
  21. 21. ASSUME THAT DEPTH IS MORE IMPORTANT THAN BREADTH
  22. 22. WHAT?
  23. 23. MOST PEOPLE DON’T CARE THAT MUCH ABOUT BRANDS
  24. 24. “Welcome to the Domestos Germ buster app. Play the germ buster game to destroy those ‘menacing nasties’ that lurk in your home and learn about the benefits of Domestos over thin bleach.”
  25. 25. MOST PEOPLE DON’T KNOW MUCH ABOUT THE BRAND THEY BUY
  26. 26. 50% OF ALL KNOWLEDGE ABOUT A BRAND IS HELD BY JUST 20% OF ITS BUYERS SOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
  27. 27. 80% OF A BRAND’S BUYERS KNOW A LITTLE OR NOTHING ABOUT THAT BRAND SOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
  28. 28. “ ALMOST EVERY APP BUILT FOR A BRAND ON FACEBOOK HAS PRACTICALLY NO USAGE... HEAVY, ‘IMMERSIVE’ EXPERIENCES ARE NOT HOW PEOPLE ENGAGE AND INTERACT WITH BRANDS... HEAVYWEIGHT EXPERIENCES WILL FAIL BECAUSE THEY DON’T MAP TO REAL LIFE.” PAUL ADAMS, GLOBAL HEAD OF BRAND DESIGN AT FACEBOOK
  29. 29. 0.5% PROPORTION OF FANS TALKING ABOUT A BRAND ON FACEBOOK SOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIFE?’, ADMAP, MAY 2012
  30. 30. PEOPLE DON’T HAVE A RELATIONSHIP WITH YOUR BRAND
  31. 31. THE VAST MAJORITY OF CONSUMERS HAVE MULTIPLE PARTNERS
  32. 32. 72% OF PEPSI DRINKERS ALSO DRINK COCA-COLA SOURCE: TNS IMPULSE PANEL (UK)
  33. 33. ‘YOUR CONSUMERS’ ARE JUST SOMEBODY ELSE’S CONSUMERS WHO OCCASIONALLY BUY YOU
  34. 34. HUMAN RELATIONSHIPS DEMAND MASSIVE PROCESSING POWER
  35. 35. 100 BILLION NEURONS WITH ROUGHLY ONE MILLION BILLION CONNECTIONS EACH FIRING AT 10 TIMES PER SECOND
  36. 36. HUMAN RELATIONSHIPS INVOLVE BUILDING COMPLEX MENTAL MODELS
  37. 37. RELATIONSHIPS ARE A MATTER OF LIFEAND DEATH
  38. 38. PEOPLE WITH STRONG SOCIAL NETWORKS LIVE LONGER SOURCE: GILES, GLONEK, LUSZCZ, ANDREWS, ‘EFFECT OF SOCIAL NETWORKS ON 10 YEAR SURVIVAL IN VERY OLD AUSTRALIANS: THE AUSTRALIAN LONGITUDINAL STUDY OF AGING’, J EPIDEMIOL COMMUNITY HEALTH 2005;59:574-579
  39. 39. COMPARED WITH HUMAN RELATIONSHIPS BRAND RELATIONSHIPS ARE THIN
  40. 40. RELATIONSHIPS ARE FREE TRANSACTIONS ARE NOT
  41. 41. “MOST OF US GO THROUGH LIFE FINDING IT HARD ENOUGH TO HAVE GOOD RELATIONSHIPS WITH THE REAL PEOPLE IN OUR LIFE LET ALONE ALL THE BRANDS WE BUY.” BRUCE MCCOLL, GLOBAL CMO, MARS
  42. 42. WHAT’S LOVE GOT TO DO WITH IT?
  43. 43. YOUR FANS ARE NOT YOUR MOST VALUABLE CONSUMER
  44. 44. THIS IS 000’s of HHs buying FRUCTIS 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY SOURCE: NIELSEN
  45. 45. THIS IS WHAT IT NEEDS TO DO TO LOOK 000’s of HHs buying LIKE PANTENE 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY SOURCE: NIELSEN
  46. 46. 000’s of HHs buying 12300 9225 FANS 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY SOURCE: NIELSEN
  47. 47. YOUR BRAND’S HEALTH DEPENDS ON LOTS OF PEOPLE WHO DON’T KNOW YOU WELL DON’T THINK OF YOU MUCH AND DON’T BUY YOU OFTEN IF AT ALL
  48. 48. THESE CONSUMERS GENERATE PUBLICITY NOT REVENUE
  49. 49. DISTINGUISH BETWEEN ACTORS AND THE THE AUDIENCE
  50. 50. MOST PEOPLE DON’T WANT TO PARTICIPATE
  51. 51. PASSIVE CONSUMPTION IS NOT DEAD
  52. 52. 6.4bn hrs. Aggregate consumption year to May 2011 182m hrs. Facebook, Twitter, and LinkedIn TV SOURCE: DELOITTE/BARB AND UKCOM/NIELSEN, UK
  53. 53. OF 200 BRANDS STUDIED ONLY ONE SHOWED A LEVEL OF ENGAGEMENT OVER 2% source: Karen Nelson-Field & Jennifer Taylor, ‘Facebook fans: A fan for life?’, Admap, May 2012
  54. 54. PEOPLE’S DIGITAL PARTICIPATION IS WITH EACH OTHER
  55. 55. 20% 60% 17% PASSIVE EASY INTENSE 44% INITIATION FRIENDS, FAMILY & PHOTOS TV, ENTERTAINMENT & LIFESTYLE SOURCE: BBC
  56. 56. JUST BECAUSE PEOPLE ARE PARTICIPATING WITH EACH OTHER DOESN’T MEAN THEY WILL PARTICIPATE WITH BRANDS
  57. 57. MASS REACTION MATTERS MORE THAN MASS PARTICIPATION
  58. 58. PEOPLE WILL NOT FIND YOUR CONTENT
  59. 59. 1 IN 1,000,000 ODDS OF A PERSON VIEWING YOUR CONTENT ON YOUTUBE SOURCE: WISTIA.COM
  60. 60. 0.9% AVERAGE CLICK THROUGH RATE SOURCE: ADVERTISING RESEARCH FOUNDATION
  61. 61. 4,875 PIECES OF CONTENT THE AVERAGE FACEBOOK USER RECEIVES EVERY DAY SOURCE: FACEBOOK
  62. 62. OVERLOOKED CONTENT SOURCE: YOUTUBE
  63. 63. UNTIL PUBLICIZED SOURCE: YOUTUBE
  64. 64. DEPTH IS NOT MORE IMPORTANT THAN BREADTH
  65. 65. BRANDS DEPEND ON BIG, BROAD POPULATIONS 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY
  66. 66. THE BIG DIFFERENCE BETWEEN BIG AND SMALL BRANDS IS NOT HOW MUCH LOYALTY THEY GET BUT HOW MANY PEOPLE BUY THEM
  67. 67. ‘ENGAGEMENT’ HASN’T REPLACED REACH
  68. 68. SO...
  69. 69. MUCH OF WHAT WE MAKE IS NOT VITAL BUT TRIVIAL
  70. 70. MUCH OF WHAT WE MAKE IS NOT VITAL BUT INCIDENTAL
  71. 71. INCIDENTAL TO THIS:
  72. 72. ORDINARY AWFUL AWESOME EVERYDAY LIFE
  73. 73. THERE IS NO AUDIENCE FOR WHAT WE MAKE
  74. 74. OUR TASK IS NOT NURTURING ENTHUSIASM BUT OVERCOMING INDIFFERENCE
  75. 75. THIS SHOULD INSPIRE NOT DEPRESS US
  76. 76. FOR ALL CREATIVITY DEMANDS RESISTANCE
  77. 77. BE PART OF WHAT INTERESTS PEOPLE
  78. 78. GIVE MORE THAN YOU TAKE
  79. 79. TAKE A POSITION DON’T JUST HAVE ‘A POSITIONING’
  80. 80. + @mweigel martin.weigel.org martin.weigel@wk.com

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