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10 KEY INSIGHTS. 70 EXAMPLES. 

BASICALLYALLYOU NEED TO KNOW. FOR NOW.









ANDRÉ SKAGERVIK 2015
THE ULTIMATE GUIDE TO...
HOWTO BE THAT KIND OF BRAND?



2015. The media landscape has changed rapidly over last years. You know it. I know it. Mor...
ANDRÉ SKAGERVIK. An experienced marketing and business director with a wide
background within brand development, strategy,...
10 KEY INSIGHTS.
70 EXAMPLES.
UNLIMITED POSSIBILITIES.



The different topics of this guide have one major thing in commo...
#1 RELATE TO THE RECIPIENT'S NEED

#2 EMBRACE IDENTITY

#3 CREATE ENTERTAINMENT / SOCIALTOPICS 

#4 AVAILABILITY

#5 STORY...
#1 RELATE TO THE RECIPIENT'S NEED
”Marketing is no rocket science.The above is still the single most important
criteria wi...
#2 EMBRACE IDENTITY
”Everyone loves a brand that can help them build their unique identity,
communicate their values and s...
#3 CREATE ENTERTAINMENT / SOCIAL TOPICS
”People don’t evaluate the authenticity of things like they used to.Today
entertai...
#4 AVAILABILITY
”Over the years, advertising has changed from just push to pull-push.Today the
audience sets the condition...
#5 STORYTELLING
”In a world where content is king our audience is continuously seeking for new
stories to take part of.And...
#6 CREATE INVOLVEMENT
”Participation. Engagement. Co-ownership.The target groups of tomorrow will
expect to have a fast tr...
#7 CUSTOMIZATION / PERSONALIZATION
”One size usually doesn’t fit all. No matter how homogenous your audience seem
to be at ...
#8 OWN YOUR SEGMENT
”As for all kind of business this statement itself is a no-brainer. In general,
owning your segment is...
#9 LET THE AUDIENCE FILL IN THE BLANKS
”Clarity and communicating an obvious customer value is of course critical parts
of...
#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...
#1 RELATE TO THE RECIPIENT'S NEED

#2 EMBRACE IDENTITY

#3 CREATE ENTERTAINMENT / SOCIALTOPICS 

#4 AVAILABILITY

#5 STORY...
GOOD LUCK!
(AND FEEL FREE TO SAY HI...)

andre@skagervik.se

se.linkedin.com/in/skagervik/



The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
The ultimate guide to successful advertising
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The ultimate guide to successful advertising

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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...

Published in: Business

The ultimate guide to successful advertising

  1. 10 KEY INSIGHTS. 70 EXAMPLES. 
 BASICALLYALLYOU NEED TO KNOW. FOR NOW.
 
 
 
 
 ANDRÉ SKAGERVIK 2015 THE ULTIMATE GUIDE TO 
 SUCCESSFUL MARKETING 
 AND ADVERTISING + SOME OFTHE BESTEXAMPLES IN HISTORY
  2. HOWTO BE THAT KIND OF BRAND?
 
 2015. 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. An experienced marketing and business director with a wide background within brand development, strategy, sales, business development, management, media planning, creative direction, e-commerce and CRM. Today I work as Director Marketing and Communications for Ottobock Scandinavia Group, a leader in the orthopedic industry with over 600 employees and an annual turnover exceeding 1 billion SEK. Previously I have worked as Business Director at Rehband International, Head of Strategy at one of Scandinavia's largest B2B agencies, and been responsible for the sports retail chain Stadium's international digital marketing communications. Over the years I’ve been working with international marketing for companies like Nike, Siemens, Scania, IFS, Paralympics, Adidas, Schneider Electric, Peak Performance, Puma, Toyota, SSAB, Helly Hansen, etc.
 andre@skagervik.se se.linkedin.com/in/skagervik/

  4. 10 KEY INSIGHTS. 70 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...

  5. #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? 

  6. #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.”
  7. #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.”
  8. #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.”
  9. #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.”
  10. #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?”
  11. #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!”
  12. #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.”
  13. #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.”
  14. #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.”
  15. #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.”
  16. #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 MARKETING ACTIVITIES ON TODAY? 

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


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