The document discusses how to harness fear for personal and organizational growth, stressing the importance of innovation, belief, and effective communication. It outlines strategies for embracing change and leveraging digital marketing to enhance operational efficiency, using examples from Panasonic Toughbook and Rathbones to highlight successful case studies. The document also emphasizes the need for creativity in marketing and the significance of addressing customer needs in a digital-first world.

1. Harnessing the Fear Factor
20:20 Vision
A DMA Event
National Motorbike Museum, UK
24 March 2011
Kevin Mason
Strategy & Digital Director: Proctor & Stevenson
Director: Intimis Marketing Automation Systems

2. Freeing excellence affects reality
F.E.A.R (you got the fear)
Lyrics from F.E.A.R. by Ian Brown

3. FEAR
Is good. It helps us survive

4. FEAR
Fear of failure stops innovation

5. FEAR
Fear of change makes us uncompetitive

6. FEAR
Don t be afraid to think different

7. “Innovation distinguishes between a
leader and a follower”
Steve Jobs

8. FEAR
How to harness it - personally
Listen
Move forward – carefully
Calculate the risk
Think things through
Believe
If you don’t believe in your ideas, no-one else will
There will be pain and roadblocks in the process. Your belief will get you through
Act
Be prepared to be challenged
Take people with you
Keep on moving

9. FEAR
How to harness it – organisationally
Interact
Inspire optimism, not fear
Encourage and listen to ideas
Involve everyone
Lead by example
Be open, not defensive
Disrupt
Surprise
Push out of the comfort zone
Encourage non-conformers
Involve the less adventurous
Observe
Look for unexpected outcomes
Dig under the surface of “good news” reports
Learn from mistakes
Look outside the organisation

10. “If we don’t change direction soon,
we’ll end up where we’re going”
Professor Irwin Corey, 1914

11. CHANGE
Embrace it
Threat?
Customers and budgets have moved online
Outbound lead generation marketing is waning in favour of inbound lead nurturing
Marketing automation lets clients manage their own content and campaigns
Brands are becoming publishers
The roles of agency & publisher are up for question

12. CHANGE
Embrace it
Threat?
Customers and budgets have moved online
Outbound lead generation marketing is waning in favour of inbound lead nurturing
Marketing automation lets clients manage their own content and campaigns
Brands are becoming publishers
The roles of agency & publisher are up for question
Opportunity
Use digital media and systems creatively, ingeniously, efficiently
Make physical marketing surprise and delight
Make the two work together to create innovation

13. “Sometimes when you innovate, you
make mistakes. It is best to admit them
quickly, and get on with improving your
other innovations”
Steve Jobs

14. Panasonic Toughbook
Efficiencies enable innovation

15. Strategy, systems, campaigns, partners
Data management
Asset management
Print on demand
Content management
Campaign management
Telemarketing lead management
Siebel integration
Email
Direct mail
Social
Search
Behavioural and retargeted display advertising
Partners: Equimedia – media & search, Total Recall – data
Results
Toughbook marketing share of pipeline has risen from 11% to 25% with 33% less budget
Automation and efficiencies enable innovations to surprise and delight
.
Panasonic Toughbook
Integrated vision

16. From the field to your desk
We send IT decision makers a used Toughbook with a pre-loaded video presentation to
demonstrate what happens in the typical life of the machine
How do we afford this extravagance?
First we use Web Forensics to match IP addresses of website visitors to company names
Then we monitor to identify repeat/multiple visits from companies we want to talk to
Finally, we buy contact data on-demand to target our mailshot to the people who matter
Panasonic Toughbook
Example: The Toughbook Challenge

17. Panasonic Toughbook
Example: The Toughbook Challenge

18. Spread the word
A beautifully produced digitally printed book
Describes the work Toughbook has done for another part of the organisation
Share of wallet and propensity to buy data modelling targets activity pan-europe
Marketing managers order via print on demand systems
Panasonic Toughbook
Example: Key Account Campaign

19. Panasonic Toughbook
Example: Key Account Campaign

20. “Courage is resistance to fear, mastery of
fear, not absence of fear”
Mark Twain

21. Even small changes can make a big difference
Rathbones are a premium wealth management service company
Their brochure was done “at a price” and didn’t reflect the brand
They were overspending on their web infrastructure
Consolidating web operations onto an open-source content management platform
Got rid of license fees
Reduced hosting charges
Reduced agency update fees
The savings funded a photo shoot and a premium brochure refresh.
It also funded a website redesign and build.
Rathbones
Digital efficiency savings fund brand refresh

22. Rathbones
Digital efficiency savings fund brand refresh

23. Rathbones
Digital efficiency savings fund brand refresh

24. Rathbones
Digital efficiency savings fund brand refresh

25. “Business is a good game – lots of
competition and a minimum of rules. You
keep score with money.”
Atari founder Nolan Bushnell

26. Transparent personalisation
Campaign to promote a networking event with business guru guest speaker
High impact “gatekeeper” mailshot including a free copy of the speaker’s book
Personalised invitation to the “success is within” session was digitally printed onto acetate
to look like an Xray
7% response rate
Skillsoft
The naked leader

27. Skillsoft
The naked leader

28. “Great spirits have always
encountered violent opposition from
mediocre minds.”
Albert Einstein

29. Getting past the gatekeeper
How do you communicate the importance and relevance of layered business data?
How do you get past the “gatekeeper” to very high level decision makers?
A high impact, highly personalised mailer targeting senior utilities decision makers
A framed, digitally printed, highly personalised map of their corporate headquarters
showing different data views from aerial to underground
17% response rate
Many copies still hanging on board room walls
Ordnance Survey
Utilities Campaign

30. Ordnance Survey
Utilities Campaign

31. “The greatest mistake you can make
in life is to be continually fearing
you’ll make one”
Elbert Hubbard

32. Personally
Listen – calculate your risks
Believe – it will get you through obstacles
Act – take people with you
Organisationally
Interact – lead by example, be open and listen
Disrupt – push people out of their comfort zone, encourage non-conformers
Observe – look for unexpected outcomes, learn from mistakes
Creatively
Use digital media and systems creatively, ingeniously, efficiently
Make physical marketing surprise and delight
Make the two work together to create innovation
The fear factor
How to harness it – in summary

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may well contain material in which intellectual property rights exist.
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In particular the rights in the systems, software, data structures, business processes workflows and
models devised by Proctor and Stevenson Limited, including, but not limited to the Intimis system,
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No material or information in which those rights exist is to be reproduced, adapted, copied, or
otherwise used in any form whatsoever.
© Proctor and Stevenson Ltd 2005-11
“Free your mind and your ass will follow”
Funkadelic
Visit proctors.co.uk
Email kevinm@proctors.co.uk