1. 10 KEY INSIGHTS. 100 EXAMPLES.
BASICALLYALLYOU NEED TO KNOW. FOR NOW.
ANDRÉ SKAGERVIK
THE ULTIMATE GUIDE TO
SUCCESSFUL ADVERTISING
+ SOME OFTHE BESTEXAMPLES IN HISTORY

2. HOWTO BE THAT KIND OF BRAND?
The media landscape has changed rapidly over last years. You know it. I know it. More brands than ever are
competing for seconds of the audience’s valuable attention. 24 hours a day. 7 days a week. The recipient is
defining the game rules and the advertising agencies are trying harder than ever before. But hey, it really
doesn’t have to be that complicated. Reaching the true success and becoming that kind of brand is really
about understanding a couple of basic principles about the game field.
May I have steal deserve your attention for a couple of minutes? I promise I will make it worth your while...

3. ANDRÉ SKAGERVIK. Marketing and Communications professional with 16 years’
experience from driving market leading brands in a dynamic multi-channel
landscape. Both from agency and customer side, both in B2C and B2B. Through
leading positions within brand development, corporate strategy, retail,
online marketing, business development, product management, PR, creative
direction, e-commerce and CRM I have gained an extensive foundation to
convert communication and branding into clear business performance. A
creative strategist and leader, with a strive to make a difference.
Over the years I’ve been working with international marketing for companies
like Nike, Siemens, Stadium, Scania, Holmen, IFS, Paralympics, Adidas,
Schneider Electric, Peak Performance, Puma, Toyota, SSAB, Helly Hansen, etc.
andre@skagervik.se se.linkedin.com/in/skagervik/

5. 10 KEY INSIGHTS.
100 EXAMPLES.
UNLIMITED POSSIBILITIES.
The different topics of this guide have one major thing in common.They all reflect different perspectives of
how you can use your marketing and branding to create true value for your audience. Understand this
and you will be home safe. The rest of the time you can spend on figuring out how you can work
successfully with the following key insights and related examples...

6. #1 RELATE TO THE RECIPIENT'S NEED
#2 EMBRACE IDENTITY
#3 CREATE ENTERTAINMENT / SOCIALTOPICS
#4 AVAILABILITY
#5 STORYTELLING
#6 CREATE INVOLVEMENT
#7 CUSTOMIZATION / PERSONALIZATION
#8 OWN THE SEGMENT
#9 LETTHE AUDIENCE FILL IN THE GAPS
#10 USING THE UNEXPECTED CHANNELS
SO,ARE YOU READY?

7. #1 RELATE TO THE RECIPIENT'S NEED
”Marketing is no rocket science.The above is still the single most important
criteria within advertising.The faster you can prove that you solve a given need of
the recipient, the more successful your communication will be at the end of the
day. Don’t complicate things just because. Help them, guide them and let them
understand how you are planning to rock their world.”

21. #2 EMBRACE IDENTITY
”Everyone loves a brand that can help them build their unique identity,
communicate their values and stand for something unique. Provide fashion. Add
environmental awareness. Create stories they can make theirs. The emotional
values in the positioning of your brand have never been more important.”

31. #3 CREATE ENTERTAINMENT / SOCIAL TOPICS
”People don’t evaluate the authenticity of things like they used to.Today
entertainment and interesting stuff can come from everywhere. From a complete
stranger writing a blog.AYoutube clip.And, naturally, also from brands.The only
thing that matters is that your content adds something. Fun.Topics for discussion.
Or just cool things that I can share with my friends.”

48. #4 AVAILABILITY
”Over the years, advertising has changed from just push to pull-push.Today the
audience sets the conditions, telling us when they need us and when they’re
actually ready for a message.And once they’re finally ready , they expect us to be
there. Being on our toes, to meet their need. When they find time for looking for
that pair of sneakers late in the evening.When they walk in to our retail store
expecting us to guide them.When they want a special interface for the
smartphone version of your ticket booking site. So, make sure your brand offer is
available. In all ways possible. 24/7.”

59. #5 STORYTELLING
”In a world where content is king our audience is continuously seeking for new
stories to take part of.And new stories to tell. For a brand, this means presenting
the most inspiring parts of your vision, your mission and the activities that adds
that little something for creating a better world. What’s your story?”

60. A recap
Zappos

61. A recap
Google

70. #6 CREATE INVOLVEMENT
”Participation. Engagement. Co-ownership.The target groups of tomorrow will
expect to have a fast track right into your board room.To your strategy, your
product and service development and to your future work.They want to be an
active part of your brand, interact with your marketing activities and definitely
not act as passive receivers. Make sure to utilize this amazing possibility!”

83. #7 CUSTOMIZATION / PERSONALIZATION
”One size usually doesn’t fit all. No matter how homogenous your audience seem
to be at a first sight, they are all independent individuals with different
backgrounds, preferences and situations.And they sure will take part of your brand
in totally different ways.With a solid platform in place, make sure that to find those
specific ways to extend and adapt your message for these different conditions.The
ultimate brand experience always lies in the eyes of the beholder.”

88. #8 OWN YOUR SEGMENT
”As for all kind of business this statement itself is a no-brainer. In general,
owning your segment is a never-ending struggle to be top-of-mind when the
audience stands before a specific purchasing decision. But what if we instead
focus on the activities and surrounding situations that actually triggers this
specific need? When I pick my playlist for the evening run.When I look for an
injury guide after hurting my ankle.When I need to summarize my bookshelf and
get new ideas for future reading. In the future, these are the segments you
should try to own.The situations in-between, the zero moments of truth.
That is being top-of-mind, for real.”

92. Red Bull: Stratosphere
Eventet distribuerades via 80 TV-stationer i 50 länder.
Live-sändnindningen genomfördes via 280 digitala
partners och nådde 52 miljoner visningar, vilket gör
den till den mest sedda i historien.

94. #9 LET THE AUDIENCE FILL IN THE BLANKS
”Clarity and communicating an obvious customer value is of course critical parts
of your marketing. But don’t underestimate the power of allowing your target
group to also add their own interpretation of your brand message. Filling in the
gaps, putting it into a personal context and adding their own values and
preferences to the existing platform. I’ve always loved the statement All business
is local. In this case this case I would like to refer it to the local mind.”

108. #10 USING THE UNEXPECTED CHANNELS
”Last but not least. Once in a while it won’t hurt to blow up that thinking box of
yours.And by that I mean heading in completely new directions. Introducing a
cooperation with a brand from a totally different business. Putting an ad in a that
popular lifestyle magazine even though you sell gas turbines on a daily basis.
With the unbelievable brand noise we see out there this might as matter a fact
be that single thing you need to get your audience’s attention.And once you’ve
got it, you can prove that you will rock their world.”

121. #1 RELATE TO THE RECIPIENT'S NEED
#2 EMBRACE IDENTITY
#3 CREATE ENTERTAINMENT / SOCIALTOPICS
#4 AVAILABILITY
#5 STORYTELLING
#6 CREATE INVOLVEMENT
#7 CUSTOMIZATION / PERSONALIZATION
#8 OWN THE SEGMENT
#9 LETTHE AUDIENCE FILL IN THE GAPS
#10 USING THE UNEXPECTED CHANNELS
HOW MANY OF THESE ARE YOU ACTUALLY BASING
YOUR ACTIVITIES ON TODAY?

122. GOOD LUCK!
(AND FEEL FREE TO SAY HI...)
andre@skagervik.se
se.linkedin.com/in/skagervik/