HOW TO                           +          (NOT)FAILWIEDEN+KENNEDY AMSTERDAM
OR:
WHY THERE ISNO AUDIENCE FOR WHAT WE MAKE
AND WHY THAT  TRUTH WILL SET USFREE
THIS     IS THELANGUAGE      OFMARKETING...
‘AUDIENCE’
‘FANS’
‘COMMITMENT’
‘RELATIONSHIPS’
‘ENGAGEMENT’
‘LOVE’
IT’S THE LANGUAGE        OF     CONSUMERSGIVING A SHIT
ALL  RHETORIC   NOEVIDENCE
SOIF YOU WANT TO FAIL DO THIS...
ASSUME THAT PEOPLE   CAREABOUT BRANDS
ASSUME THAT PEOPLE WANT TO HAVE ARELATIONSHIP  WITH YOUR BRAND
ASSUME THAT  YOUR FANS     ARE YOUR MOSTVALUABLE CONSUMER
ASSUME THAT EVERYONE      WANTS TOPARTICIPATE
ASSUME THAT PEOPLEWILL FIND       YOUR CONTENT
ASSUME THAT  DEPTHIS MORE IMPORTANT THAN  BREADTH
WHAT?
MOST PEOPLEDON’T CARE   THAT MUCHABOUT BRANDS
“Welcome to the Domestos Germ buster app. Play the germ buster game   to destroy those ‘menacing nasties’ that lurk in you...
MOST PEOPLEDON’T KNOW MUCH  ABOUT THE BRAND THEY BUY
50%                                                  OF ALL KNOWLEDGE                                                     ...
80%                                                                                OF A BRAND’S BUYERS                    ...
“     ALMOST EVERY APP BUILT FOR A BRAND ON FACEBOOK HAS               PRACTICALLY NO USAGE... HEAVY, ‘IMMERSIVE’    EXPER...
0.5%                                                                              PROPORTION OF FANS     TALKING ABOUT A B...
PEOPLE DON’T HAVEA RELATIONSHIP   WITH YOUR BRAND
THE VAST MAJORITY        OF CONSUMERSHAVE MULTIPLE PARTNERS
72%                                 OF PEPSI DRINKERS                                      ALSO DRINK                     ...
‘YOUR CONSUMERS’        ARE JUSTSOMEBODY ELSE’S    CONSUMERS     WHO OCCASIONALLY      BUY YOU
HUMAN RELATIONSHIPS       DEMAND  MASSIVE PROCESSING POWER
100 BILLION NEURONSWITH ROUGHLY ONE MILLION BILLION CONNECTIONS      EACH FIRING AT 10 TIMES PER SECOND
RELATIONSHIPSARE A MATTER     OF LIFEANDDEATH
PEOPLE WITH                                                                            STRONG                             ...
COMPARED WITHHUMAN RELATIONSHIPS   BRAND RELATIONSHIPS  ARE THIN
“MOST OF US GO THROUGH LIFE FINDING IT HARD ENOUGH TO HAVEGOOD RELATIONSHIPS  WITH THE REAL PEOPLE       IN OUR LIFE    LE...
WHAT’S    LOVEGOT TO DO WITH IT?
YOUR FANS        ARE       NOT      YOUR MOSTVALUABLE CONSUMER
THIS IS     000’s of HHs buying                                                        FRUCTIS                  12300     ...
THIS IS WHAT IT NEEDS TO DO                                                  TO LOOK     000’s of HHs buying              ...
000’s of HHs buying                  12300                  9225                                                 FANS     ...
YOUR BRAND’S HEALTH         DEPENDS ONLOTS PEOPLE WHO DON’T KNOW YOU WELLDON’T THINK OF YOU MUCH            AND  DON’T BUY...
THESE CONSUMERS     GENERATEPUBLICITY NOT REVENUE
DISTINGUISH BETWEEN      ACTORS        AND THETHE AUDIENCE
MOST PEOPLE  DON’T WANT TOPARTICIPATE
PASSIVECONSUMPTION  IS NOT   DEAD
6.4bn hrs.                              Aggregate consumption                                    year to May 2011         ...
OF                200 BRANDS STUDIED                                            ONLY ONE                                  ...
PEOPLE’S      DIGITAL   PARTICIPATION          ISWITH EACH OTHER
20%        60%                                    17%   PASSIVE    EASY                                   INTENSE         ...
JUST BECAUSE PEOPLE    ARE PARTICIPATING WITHEACH OTHER         DOESN’T MEAN THEY WILL PARTICIPATE  WITH BRANDS
MASSREACTION  MATTERS MORE THAN    MASSPARTICIPATION
PEOPLEWILL NOT FIND  YOURCONTENT
1 IN 1,000,000                     ODDS OF A PERSON VIEWING                          YOUR CONTENT                         ...
0.9%                                          AVERAGE CLICK THROUGH RATESOURCE: ADVERTISING RESEARCH FOUNDATION
4,875                   PIECES OF CONTENT THE                      AVERAGE FACEBOOK USER                            RECEIV...
OVERLOOKED                     CONTENTSOURCE: YOUTUBE
UNTIL                  PUBLICIZEDSOURCE: YOUTUBE
DEPTH        IS      NOTMORE IMPORTANT THANBREADTH
BRANDS                         DEPEND ONBIG, BROAD POPULATIONS  12300  9225   6150  3075     0          1x   2x   3x   4x ...
THE BIG DIFFERENCE BETWEEN  BIG AND SMALL BRANDS              IS NOT   HOW MUCH LOYALTY            THEY GETBUT HOW MANY PE...
‘ENGAGEMENT’  HASN’T REPLACEDREACH
SO...
MUCH OF WHAT WE MAKE       IS NOT      VITAL        BUT  TRIVIAL
MUCH OF WHAT WE MAKE       IS NOT      VITAL        BUTINCIDENTAL
INCIDENTAL   TO THIS:
ORDINARY  AWFUL AWESOME EVERYDAYLIFE
THERE ISNO AUDIENCE FOR WHAT WE MAKE
OUR TASK        IS NOTNURTURING ENTHUSIASM         BUT  OVERCOMINGINDIFFERENCE
THIS SHOULDINSPIRE    NOTDEPRESS     US
ALL CREATIVITY    DEMANDSRESISTANCE
AND   OVERCOMINGINDIFFERENCE     DEMANDSAWESOME
BE PART      OF WHATINTERESTS PEOPLE
GIVEMORE THAN YOU  TAKE
TAKE         A POSITION  DON’T JUST HAVE‘A POSITIONING’
“JUST MOVE ME, DUDE”        DAN WIEDEN
+     @mweigelmartin.weigel@wk.com    wkamst.com
If you want to fail, assume there is an audience
If you want to fail, assume there is an audience
If you want to fail, assume there is an audience
If you want to fail, assume there is an audience
If you want to fail, assume there is an audience
If you want to fail, assume there is an audience
If you want to fail, assume there is an audience
If you want to fail, assume there is an audience
If you want to fail, assume there is an audience
If you want to fail, assume there is an audience
If you want to fail, assume there is an audience
If you want to fail, assume there is an audience
If you want to fail, assume there is an audience
If you want to fail, assume there is an audience
If you want to fail, assume there is an audience
If you want to fail, assume there is an audience
If you want to fail, assume there is an audience
If you want to fail, assume there is an audience
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If you want to fail, assume there is an audience

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Presentation takes a deliberately provocative stance and is a personal view – there is after all, no official ‘philosophy’ about anything at Wieden+Kennedy – but it is my belief that our task as communicators is not merely nurturing enthusiasm, but overcoming indifference. For most people don’t care that much about our output. Brands and their communications just don’t matter that much to most people.

Published in: Business

If you want to fail, assume there is an audience

  1. 1. HOW TO + (NOT)FAILWIEDEN+KENNEDY AMSTERDAM
  2. 2. OR:
  3. 3. WHY THERE ISNO AUDIENCE FOR WHAT WE MAKE
  4. 4. AND WHY THAT TRUTH WILL SET USFREE
  5. 5. THIS IS THELANGUAGE OFMARKETING...
  6. 6. ‘AUDIENCE’
  7. 7. ‘FANS’
  8. 8. ‘COMMITMENT’
  9. 9. ‘RELATIONSHIPS’
  10. 10. ‘ENGAGEMENT’
  11. 11. ‘LOVE’
  12. 12. IT’S THE LANGUAGE OF CONSUMERSGIVING A SHIT
  13. 13. ALL RHETORIC NOEVIDENCE
  14. 14. SOIF YOU WANT TO FAIL DO THIS...
  15. 15. ASSUME THAT PEOPLE CAREABOUT BRANDS
  16. 16. ASSUME THAT PEOPLE WANT TO HAVE ARELATIONSHIP WITH YOUR BRAND
  17. 17. ASSUME THAT YOUR FANS ARE YOUR MOSTVALUABLE CONSUMER
  18. 18. ASSUME THAT EVERYONE WANTS TOPARTICIPATE
  19. 19. ASSUME THAT PEOPLEWILL FIND YOUR CONTENT
  20. 20. ASSUME THAT DEPTHIS MORE IMPORTANT THAN BREADTH
  21. 21. WHAT?
  22. 22. MOST PEOPLEDON’T CARE THAT MUCHABOUT BRANDS
  23. 23. “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.”
  24. 24. MOST PEOPLEDON’T KNOW MUCH ABOUT THE BRAND THEY BUY
  25. 25. 50% OF ALL KNOWLEDGE ABOUT A BRAND IS HELD BY JUST 20% OF ITS BUYERSSOURCE: 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
  26. 26. 80% OF A BRAND’S BUYERS KNOW A LITTLE OR NOTHING ABOUT THAT BRANDSOURCE: 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. “ 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
  28. 28. 0.5% PROPORTION OF FANS TALKING ABOUT A BRAND ON FACEBOOKSOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIFE?’, ADMAP, MAY 2012
  29. 29. PEOPLE DON’T HAVEA RELATIONSHIP WITH YOUR BRAND
  30. 30. THE VAST MAJORITY OF CONSUMERSHAVE MULTIPLE PARTNERS
  31. 31. 72% OF PEPSI DRINKERS ALSO DRINK COCA-COLASOURCE: TNS IMPULSE PANEL (UK)
  32. 32. ‘YOUR CONSUMERS’ ARE JUSTSOMEBODY ELSE’S CONSUMERS WHO OCCASIONALLY BUY YOU
  33. 33. HUMAN RELATIONSHIPS DEMAND MASSIVE PROCESSING POWER
  34. 34. 100 BILLION NEURONSWITH ROUGHLY ONE MILLION BILLION CONNECTIONS EACH FIRING AT 10 TIMES PER SECOND
  35. 35. RELATIONSHIPSARE A MATTER OF LIFEANDDEATH
  36. 36. PEOPLE WITH STRONG SOCIAL NETWORKS LIVE LONGERSOURCE: 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
  37. 37. COMPARED WITHHUMAN RELATIONSHIPS BRAND RELATIONSHIPS ARE THIN
  38. 38. “MOST OF US GO THROUGH LIFE FINDING IT HARD ENOUGH TO HAVEGOOD RELATIONSHIPS WITH THE REAL PEOPLE IN OUR LIFE LET ALONE ALL THE BRANDS WE BUY.” BRUCE MCCOLL, GLOBAL CMO, MARS
  39. 39. WHAT’S LOVEGOT TO DO WITH IT?
  40. 40. YOUR FANS ARE NOT YOUR MOSTVALUABLE CONSUMER
  41. 41. THIS IS 000’s of HHs buying FRUCTIS 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN
  42. 42. 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 FREQUENCYSOURCE: NIELSEN
  43. 43. 000’s of HHs buying 12300 9225 FANS 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN
  44. 44. YOUR BRAND’S HEALTH DEPENDS ONLOTS PEOPLE WHO DON’T KNOW YOU WELLDON’T THINK OF YOU MUCH AND DON’T BUY YOU OFTEN IF AT ALL
  45. 45. THESE CONSUMERS GENERATEPUBLICITY NOT REVENUE
  46. 46. DISTINGUISH BETWEEN ACTORS AND THETHE AUDIENCE
  47. 47. MOST PEOPLE DON’T WANT TOPARTICIPATE
  48. 48. PASSIVECONSUMPTION IS NOT DEAD
  49. 49. 6.4bn hrs. Aggregate consumption year to May 2011 182m hrs. Facebook, Twitter, and LinkedIn TVSOURCE: DELOITTE/BARB AND UKCOM/NIELSEN, UK
  50. 50. 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
  51. 51. PEOPLE’S DIGITAL PARTICIPATION ISWITH EACH OTHER
  52. 52. 20% 60% 17% PASSIVE EASY INTENSE 44% INITIATION FRIENDS, FAMILY & PHOTOS TV, ENTERTAINMENT & LIFESTYLESOURCE: BBC
  53. 53. JUST BECAUSE PEOPLE ARE PARTICIPATING WITHEACH OTHER DOESN’T MEAN THEY WILL PARTICIPATE WITH BRANDS
  54. 54. MASSREACTION MATTERS MORE THAN MASSPARTICIPATION
  55. 55. PEOPLEWILL NOT FIND YOURCONTENT
  56. 56. 1 IN 1,000,000 ODDS OF A PERSON VIEWING YOUR CONTENT ON YOUTUBESOURCE: WISTIA.COM
  57. 57. 0.9% AVERAGE CLICK THROUGH RATESOURCE: ADVERTISING RESEARCH FOUNDATION
  58. 58. 4,875 PIECES OF CONTENT THE AVERAGE FACEBOOK USER RECEIVES EVERY DAYSOURCE: FACEBOOK
  59. 59. OVERLOOKED CONTENTSOURCE: YOUTUBE
  60. 60. UNTIL PUBLICIZEDSOURCE: YOUTUBE
  61. 61. DEPTH IS NOTMORE IMPORTANT THANBREADTH
  62. 62. BRANDS DEPEND ONBIG, BROAD POPULATIONS 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY
  63. 63. THE BIG DIFFERENCE BETWEEN BIG AND SMALL BRANDS IS NOT HOW MUCH LOYALTY THEY GETBUT HOW MANY PEOPLE BUY THEM
  64. 64. ‘ENGAGEMENT’ HASN’T REPLACEDREACH
  65. 65. SO...
  66. 66. MUCH OF WHAT WE MAKE IS NOT VITAL BUT TRIVIAL
  67. 67. MUCH OF WHAT WE MAKE IS NOT VITAL BUTINCIDENTAL
  68. 68. INCIDENTAL TO THIS:
  69. 69. ORDINARY AWFUL AWESOME EVERYDAYLIFE
  70. 70. THERE ISNO AUDIENCE FOR WHAT WE MAKE
  71. 71. OUR TASK IS NOTNURTURING ENTHUSIASM BUT OVERCOMINGINDIFFERENCE
  72. 72. THIS SHOULDINSPIRE NOTDEPRESS US
  73. 73. ALL CREATIVITY DEMANDSRESISTANCE
  74. 74. AND OVERCOMINGINDIFFERENCE DEMANDSAWESOME
  75. 75. BE PART OF WHATINTERESTS PEOPLE
  76. 76. GIVEMORE THAN YOU TAKE
  77. 77. TAKE A POSITION DON’T JUST HAVE‘A POSITIONING’
  78. 78. “JUST MOVE ME, DUDE” DAN WIEDEN
  79. 79. + @mweigelmartin.weigel@wk.com wkamst.com

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