Interact With Every One: How to Achieve Advertising Success in Today's Consumer Driven Marketplace


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Much has changed in the world of advertising in last decade. New technology has meant faster delivery of advertising campaigns. New media has meant more ways to deliver an advertising message. But perhaps the most significant change in advertising in the last ten years has been the shifting role of the consumer. Today's consumer has moved from a passive role to an active role and this shift changes everything. The following presentation highlights the impact that this movement is having on advertising and lays out the basic blueprint for capitalizing on this significant revolutionary milestone in our industry.

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Interact With Every One: How to Achieve Advertising Success in Today's Consumer Driven Marketplace

  1. 1. How to Achieve Advertising Success in Today’s Consumer Driven Marketplace interact with every one interact with every one
  2. 2. Contents <ul><li>Headed in a n u direction </li></ul><ul><li>Conversational communication </li></ul><ul><li>Interact with every one </li></ul><ul><li>Getting to know Numantra </li></ul>
  3. 3. 1. Headed in a n u Direction
  4. 4. The Consumer is in Control
  5. 5. Signs That The Consumer is in Control <ul><li>Media fragmentation </li></ul><ul><li>Explosion of cable TV </li></ul><ul><li>Birth of the Internet </li></ul><ul><li>FedEx </li></ul><ul><li>TiVo/DVRs </li></ul><ul><li>Viral Marketing </li></ul><ul><li>Rise of the Blog </li></ul><ul><li>Social Networking </li></ul><ul><li>Consumer Generated Media </li></ul>
  6. 7. Signs That The Consumer is in Control <ul><li>Mastercard’s is Loaded with consumer video. “Priceless Picks are not necessarily endorsed by MasterCard” </li></ul><ul><li>BMW’s use of a 1998 video of children opening their Nintendo on Christmas — paid to use it in new spot </li></ul><ul><li>Anheuser Busch launches, videos made by Bud drinkers </li></ul><ul><li>Doritos 30-second Superbowl ad </li></ul>
  7. 8. 2. Conversational Communication
  8. 9. WALL STREET JOURNAL <ul><li>Traditional advertising methods fail today because they do not provide a mechanism for the consumer to respond. </li></ul><ul><li>Traditional advertising fails because it doesn’t listen. </li></ul>Conversational Communication
  9. 10. Conversational Communication <ul><li>From one-way to two-way </li></ul><ul><li>From passive to active </li></ul><ul><li>From advertising to interaction </li></ul><ul><li>From talking to listening </li></ul><ul><li>From broadcasting to narrowcasting </li></ul><ul><li>From an audience to an individual </li></ul>
  10. 11. Conversational Communication <ul><li>Obvious signs that your marketing communications are ready to listen. </li></ul><ul><ul><li>You have a specific call to action. Write. Call. Email. Click. </li></ul></ul><ul><ul><li>You make a specific invitation. Join. Register. Sign up. Opt in. </li></ul></ul><ul><ul><li>You ask a question. Survey. Poll. Vote. </li></ul></ul><ul><ul><li>You open yourself to questions. Search. Feedback. Chat. </li></ul></ul>
  11. 12. 3. Interact With Every One
  12. 13. Interact With Every One <ul><li>Numantra Strategies and Programs must include: </li></ul><ul><ul><li>Branding Communication plus, </li></ul></ul><ul><ul><li>Advertising message plus, </li></ul></ul><ul><ul><li>Call to action/invitation, </li></ul></ul><ul><li>In every message/ad/communication </li></ul>
  13. 14. Interact With Every One <ul><li>Formula for Success </li></ul><ul><li>Media neutral </li></ul><ul><li>Strategically Lead </li></ul><ul><li>Consumer/Customer Focused </li></ul><ul><li>Personalization/Customization </li></ul><ul><li>Database Driven </li></ul><ul><li>Plans for Future Communication and dialog </li></ul>
  14. 15. 4. Getting to Know Numantra
  15. 16. Genesis Numantra was started on the crest of a tidal wave of change that helped usher in the 21st Century. Our traditional experience and our passion for the new has made us leaders of this new age. “Innovation” is not just familiar territory, it’s our home. We are Native to the New.
  16. 17. Unique and Different Effectively flattened organization. A complete culture of innovation. Each member empowered to be leaders on our client’s business. Being Native to the New means we are poised to guide our clients to new heights of innovation and achievement.
  17. 18. Our Clients
  18. 19. Our Core Services <ul><li>Planning - a complete suite of strategic services </li></ul><ul><li>Media - media agnostic approach: strategy first, media second </li></ul><ul><li>Creative - holistic approach, no division between traditional and interactive </li></ul><ul><li>Production - complete pre-press and digital production services including web programming and hosting </li></ul>
  19. 20. <ul><li>Give us a shout and </li></ul><ul><li>we’ll demonstrate that </li></ul><ul><li>when you begin to </li></ul><ul><li>interact with every one , </li></ul><ul><li>you will achieve substantial, </li></ul><ul><li>measurable results. </li></ul><ul><li>Call us at </li></ul><ul><li>214.635.2300 </li></ul>