Journey Brands (23.06.16)
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Presentation by Scot McKee, Managing Director of Birddog, to the DSM Animal Nutrition and Health Leadership Team on 'Journey Brands' (Milan, June 2016).
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Journey Brands (23.06.16)
- 1. B2B JOURNEY BRANDS & OTHER ANIMALS To: DSM Animal Nutrition and Health Leadership Team, Milan, June 2016 By: Scot McKee, Managing Director, Birddog Ltd
- 2. • Scot McKee • Managing Director, Birddog. • Author: ‘Creative B2B Branding (no, really).’ • Author: ‘Business Marketing Face to Face.’ • Top 10 Influencer on LinkedIn – B2B Marketing INTRODUCTION
- 3. • Build Journey Brands • Make a Commitment • Focus on User Journeys • Simplify Brand Integration • Produce Creative Content CONTENTS
- 4. WHAT’S B2B?
- 5. “It’s easy” WHAT’S B2B MARKETING?
- 6. It’s easy to ignore. WHAT’S B2B MARKETING?
- 7. It’s easy to productise WHAT’S B2B MARKETING?
- 9. It’s easy: • It’s easy to be slow • It’s easy to do nothing • It’s easy not to invest • It’s easy to think you’re… WHAT’S B2B MARKETING?
- 11. Everyone thinks they’re different. WHAT’S B2B MARKETING?
- 12. Underneath the makeup, we’re not that different. WHAT’S B2B MARKETING?
- 13. B2B is a little more complex: • Technology has changed market development • Speed to market means success, or failure • Products are being commoditised, cloned, faked • Platforms and channels have changed • Communications have been democratised • Audiences have moved • The only thing separating you from the wolves is… WHAT’S B2B MARKETING?
- 14. Your Brand. WHAT’S B2B MARKETING?
- 16. Because even the biggest brands… WHAT’S B2B MARKETING?
- 17. …can be left behind… WHAT’S B2B MARKETING?
- 18. …or lost altogether. WHAT’S B2B MARKETING?
- 19. So why do I need to remind you of this…? WHAT’S B2B MARKETING?
- 20. Because if you continue to pursue a traditional product marketing strategy… WHAT’S B2B MARKETING?
- 21. …it will end badly. WHAT’S B2B MARKETING?
- 22. JOURNEY BRANDS
- 23. The old/traditional product brand lifecycle is about managing decline, erosion, cost, churn… € Revenue Time JOURNEY BRANDS
- 24. Investment is made on the downhill slide – on defence, extending lifecycle, price cutting… € Revenue Time JOURNEY BRANDS
- 25. That’s what the company cares about. € Revenue Time JOURNEY BRANDS
- 26. But the customer doesn’t give a shit about any of that. € Revenue Time JOURNEY BRANDS
- 27. It’s not the product that reaches across extended value chains, it’s the product experience. Time Brand Experience JOURNEY BRANDS
- 28. We rarely talk function. We talk about outcomes – the experience with a product. ‘The Journey’. Time Brand Experience JOURNEY BRANDS
- 29. In a connected world, the customer only cares about Journey Brands. Time Brand Experience JOURNEY BRANDS
- 30. Audiences no longer rely on you. They trust social communities for more authentic experiences. Time Brand Experience JOURNEY BRANDS
- 31. A good product is not enough. You need to manage/enhance the experience. Or be excluded. Time Brand Experience JOURNEY BRANDS
- 32. How are you going to make me feel good about the journey I’m on with your product? JOURNEY BRANDS
- 33. If the old model is about managing decline, erosion, cost, and churn, € Revenue Time JOURNEY BRANDS
- 34. Journey Brands are about value exchange, growth, loyalty, trust, advocacy, reputation, relationship… the experience. Time Brand Experience JOURNEY BRANDS
- 35. So where does the journey happen? Time Brand Experience JOURNEY BRANDS
- 36. Not on your website. JOURNEY BRANDS
- 38. This is NOT your business customer anymore. LEARN TO ACCEPT CHANGE
- 39. This is your business customer – in the labs. LEARN TO ACCEPT CHANGE
- 40. This is your business customer – in factories. LEARN TO ACCEPT CHANGE
- 41. This is your business customer – in the fields. LEARN TO ACCEPT CHANGE
- 42. Using every available technology. LEARN TO ACCEPT CHANGE
- 43. Across value chains. Fast, mobile, connected… Social. LEARN TO ACCEPT CHANGE
- 44. Maybe not always fast. But always connected. LEARN TO ACCEPT CHANGE
- 45. If your customers are accepting change, you have to respond. LEARN TO ACCEPT CHANGE
- 46. Kodak was slow to respond to digital customers. LEARN TO ACCEPT CHANGE
- 47. Blockbuster was slow to respond to Netflix. LEARN TO ACCEPT CHANGE
- 48. Nokia was slow to respond to smartphones. LEARN TO ACCEPT CHANGE
- 49. Their customers were pretty convinced though. LEARN TO ACCEPT CHANGE
- 50. SOCIAL BUSINESS
- 51. All business will become social businesses. You don’t have a choice. SOCIAL BUSINESS
- 52. You can get there in front of your competitors, or behind them. SOCIAL BUSINESS
- 53. Everyone’s doing ‘something’. But 3 primary challenges remain… SOCIAL BUSINESS
- 54. 1. Commitment Do we believe in a social brand? Across businesses, products, territories…? SOCIAL BUSINESS
- 55. 2. Integration How does this fit with our traditional brand(s)? SOCIAL BUSINESS
- 56. 3. Creative Content Do we have anything interesting to say, how do we say it, how often? SOCIAL BUSINESS
- 58. Let’s assume the corporate brand is already committed at a macro level. MAKE A COMMITMENT
- 59. So let’s look at the micro level. What can you do, right now, today…? MAKE A COMMITMENT
- 60. We’ll take one working example - LinkedIn
- 61. In February 2014, LinkedIn opened its publishing platform to members. MAKE A COMMITMENT
- 62. As well as simply ‘posting’ updates. You can now publish content to your connected network. MAKE A COMMITMENT
- 63. I started ‘publishing’ 3 weeks ago. MAKE A COMMITMENT
- 64. People ‘Liked’ my blog posts. MAKE A COMMITMENT
- 65. People ‘Commented’ and ‘Shared’ them. MAKE A COMMITMENT
- 66. People ‘Followed’ me. MAKE A COMMITMENT
- 67. Instead of me chasing them, they invited me to connect with them. MAKE A COMMITMENT
- 68. From ‘Push’ Marketing. MAKE A COMMITMENT
- 69. To ‘Pull’ Marketing. MAKE A COMMITMENT
- 70. From ‘Broadcast’. MAKE A COMMITMENT
- 71. To ‘Engagement’. MAKE A COMMITMENT
- 72. From ‘Thoughts’. MAKE A COMMITMENT
- 73. To ‘Thought Leadership’. MAKE A COMMITMENT
- 74. Tangible, measurable, social impact, in 3 weeks. MAKE A COMMITMENT
- 75. Well done Scot. But what are you doing with LinkedIn…? MAKE A COMMITMENT
- 76. USER JOURNEY
- 77. If a customer searches for your brand, they need to be able to find you. FOCUS ON USER JOURNEYS
- 78. FOCUS ON USER JOURNEYS
- 79. Your corporate page needs to contain relevant, timely, interesting content. FOCUS ON USER JOURNEYS
- 80. If I have to scroll 3 months to find the product I want, you’ve failed. FOCUS ON USER JOURNEYS
- 81. FOCUS ON USER JOURNEYS
- 82. You’ll never attract followers if you tell them almost nothing about your business… FOCUS ON USER JOURNEYS
- 83. Oh. FOCUS ON USER JOURNEYS
- 84. So – I want to find you, but I can’t. FOCUS ON USER JOURNEYS
- 85. FOCUS ON USER JOURNEYS
- 86. FOCUS ON USER JOURNEYS
- 87. FOCUS ON USER JOURNEYS
- 88. SOMEWHERE ELSE
- 89. SOMEWHERE ELSE
- 90. Easy to find. SOMEWHERE ELSE
- 91. SOMEWHERE ELSE
- 93. SOMEWHERE ELSE
- 94. SOMEWHERE ELSE
- 95. “Yeah, sure – for B2B. But this is ‘Animal Nutrition’. Is the customer represented?” SOMEWHERE ELSE
- 96. Every business is represented. SOMEWHERE ELSE
- 97. If not on one channel, then on another. SOMEWHERE ELSE
- 98. If you fail to deliver good customer experience on one channel, How will you manage the others…? #fail SOMEWHERE ELSE
- 100. First, multiply the social channels across the value chain… SIMPLIFY BRAND INTEGRATION
- 101. Then multiply that by the portfolio of product brands. SIMPLIFY BRAND INTEGRATION
- 102. Yeah. Suddenly you have a LOT of brands. SIMPLIFY BRAND INTEGRATION
- 103. For social, the focus needs to be people, not brands. SIMPLIFY BRAND INTEGRATION
- 104. So choose. SIMPLIFY BRAND INTEGRATION
- 105. Invest, integrate... …or ignore. SIMPLIFY BRAND INTEGRATION
- 106. Where are B2B marketing budgets best applied – a ‘House of Brands’…? SIMPLIFY BRAND INTEGRATION
- 107. Or a ‘Branded House’…? SIMPLIFY BRAND INTEGRATION
- 108. Clue: A ‘Branded House’ is faster, cheaper and easier for customers across long value chains. SIMPLIFY BRAND INTEGRATION
- 109. CREATIVE CONTENT
- 110. Inspiring content will inspire. CREATIVE CONTENT STRATEGY
- 111. Inspiring content will inspire. CREATIVE CONTENT STRATEGY
- 112. Brand Awareness Thought Leadership And meet objectives. CREATIVE CONTENT STRATEGY
- 113. This won’t. CREATIVE CONTENT STRATEGY
- 114. That’s all you need to know. CREATIVE CONTENT STRATEGY
- 118. Time Brand Experience Remember the shape of growth? JOURNEY BRANDS
- 119. Remember the shape of growth? JOURNEY BRANDS
- 120. Remember the shape of growth? JOURNEY BRANDS
- 121. THE WRAP
- 122. • Build Journey Brands • Make a Commitment • Focus on User Journeys • Simplify Brand Integration • Produce Creative Content TODAY’S PRESENTATION…
- 123. TA DAH!
- 124. PLEASE FORM AN ORDERLY LINE… bark@birddog.co.uk +44 20 7323 6666 www.birddog.co.uk ©Birddog Ltd. 2018. Birddog® and Creative Platform® are the Registered Trademarks of Birddog Ltd. 2-6 Boundary Row, Southwark, London SE1 8HP. Registered in England No.2909591.