iMedia Brand Summit - Sept 2010 Shifts in consumer media consumption habits are reshaping the ways marketers can—and must— build relationships with consumers. Moreover, the expansion of digital into every aspect of our lives has caused fundamental changes in how people interact with brands, what they expect of brands, and the role marketing plays in their lives. The Relationship Era is here. Brands must form deeper connections and reach people on a different level, and trust and meaningful connections with consumers are the keys to success. Over the last 60 years, M&Ms has grown into a mega brand that is now sold in over 100 countries. M&Ms marketing efforts have evolved from purely functional benefits (“Melts in your mouth, not in your hand”) to more personalized, lifestyle-focused efforts. Mars treats customers as partners, and has tapped emerging technology and platforms, like e-commerce and mass customization, for product development and customer satisfaction. Join Jim Cass to discuss the Relationship Era, what it has meant for the brand, and where they are going next.

1. Building an Iconic Brand in the New Era of Empowered Consumers September 14, 2010

2. “The times are they are a-changing” In the new era of marketing, leading brandsengage with people, and in doing sobuild sustainable relationships – ones that involvehigh levels of trust and transaction.

3. A Brand’s Goal is to Build Trust and Transactions CONGRUENCY CARE CREDIBILITY

4. The Evolution of Marketing

5. Evolution of M&M’s Marketing Strategy Across the Eras

6. Shifting Marketing Approach into the Relationship Era Technology Your Brand’s Purpose Market Demand Create Marketing Plan Advertise and Promote Create Marketing Plan Advertise and Promote Develop Offerings Test in Market Develop Offerings Test in Market Measure Measure Attract and Inspire Learn and Adapt Co-create Offerings Listen Lead A Movement

7. Attract and Inspire Learn and Adapt Lead A Movement Co-create Offerings Listen Co-Create Offerings

8. Attract and Inspire Learn and Adapt Lead A Movement Co-create Offerings Listen Listen

9. Attract and Inspire Learn and Adapt Lead A Movement Co-create Offerings Listen Attract and Inspire NBC Interstitials 2004 M-Azing Apprentice 2005 Dick Clark New Year's Eve 2003 ET Tie-Ins 2006

10. Attract and Inspire Learn and Adapt Lead A Movement Co-create Offerings Listen Lead A Movement

11. Sometimes, You Just Let Word-of-Mouth Take its Own Course!

12. Attract and Inspire Learn and Adapt Lead A Movement Co-create Offerings Listen Learn and Adapt 1: Direct traffic 2: Referred Traffic 3: Search Traffic

13. Five Tips for Success in the Relationship Era 1. Clarify Purpose 2. Commit to Sustainable Relationships 3. Connect with Authenticity 4. Engage 5. Treat Customers as Partners

14. 1. Clarify Purpose

15. QualityOur relentless commitment ResponsibilityIn the hands of our associates MutualityCloser to our customers EfficiencyGreater focus on fewer priorities FreedomModel for growth and profit 2. Commit to Sustainable Relationships Commitment to the customer, quality, ingenuity, & the team Accomplishment, Pride, Recognition, and Team Spirit The ability to have fun doing fulfilling work, in a flexible environment, with opportunities for growth. Hard working, talented associates committed to the customer, working in a fast-paced open office with a ‘sky’s the limit!’ attitude

16. 3. Connect with Authenticity

17. 4. Engage

18. 5. Treat Customers as Partners