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Marketing 3: On Accountability Alain Thys (http://blog.futurelab.net) FUTURE LAB Feel free to re-use or mash-up this presentation under Creative Commons 2.0 license (non-commercial, attribution)
FUTURE LAB Alain Thys: Jekyll or Hyde ? As a retailer/VC/entrepreneur:  Double digit ROI As a marketer:  Close to € 100,000,000 spent to date, and very little to show for it
If you think marketers have an image problem FUTURE LAB
What People Think of Marketers Don’t shoot the messenger   FUTURE LAB
Marketers are faddish, irresponsible, … don’t think like business people …  more akin to a recalcitrant child … McKinsey & Company, CEO/CMO Survey, 2005 FUTURE LAB
The average tenure of CMOs in consumer markets is 23, 15 or 12 months . FUTURE LAB
FUTURE LAB Too many marketers have become so specialised that they don’t think in terms of the company’s big picture. Philip Kotler
Marketers  are frivolous and difficult to approach Australian Society of Certified Public Accountants FUTURE LAB
Cranfield University Withhold research  Take credit for other’s work Lack structure  Are always in meetings  Work from 10 to 4  Have long lunches  Unaccountable, untouchable Seek quick promotions Churn Care about cars, stats and lunch Use jargon Slippery Expensive FUTURE LAB
"We can't compete on price. We also can't compete on quality, features or service.  That leaves fraud, which I'd like you to call marketing."  Dilbert’s Boss cc 3.0, Megaqwerty FUTURE LAB
FUTURE LAB Buy Stormhoek Wine  
FUTURE LAB
If you think marketers have an image problem FUTURE LAB
Marketers need to become more « accountable » for themselves  and  for the benefit of the business.. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],FUTURE LAB
The Marketer’s Bushido FUTURE LAB Changing marketing’s bad image
The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
FUTURE LAB In spite of all “insights” and research, 95% of consumer products introductions and innovations fail to reach their ROI targets How do you make a difference to someone who has infinite choice?
German Traditional Chains vs. Hard discounters McKinsey & Company, Nov 2004 FUTURE LAB
FUTURE LAB 60% of sensory experience of drinking espresso comes from the retail environment (and you lose it when you go home)
The Experience IS the Product Insight Insight Insight Insight Insight Acting on Insight in emotions, rationalisations and choice drivers at every step of the experience. FUTURE LAB Insight Product « Best Practice » is Insufficient
Don’t forget to understand the “influencers”
[object Object],[object Object],[object Object],Real Insight FUTURE LAB
The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
FUTURE LAB RESPECT
FUTURE LAB RESPECT ?? http://www.youtube.com/watch?v=D3qltEtl7H8
Don’t treat me like a child “ one message doesn’t fit all” FUTURE LAB
FUTURE LAB ,[object Object],[object Object],[object Object],People don’t fit boxes
 
To simplify and give meaning:   Humans seek patterns, even where there are none
“ It’s the easy way out, and as long as we all do it, we’re fine” Romanian marketer FUTURE LAB
[object Object],[object Object],[object Object],[object Object],RESPECT FUTURE LAB
The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
[object Object],[object Object],[object Object],[object Object],FUTURE LAB
We show that we value our customers by serving them well, putting their needs and interests at the center of everything we do. (from the AOL mission statement) FUTURE LAB http://www.youtube.com/watch?v=xaaAYVUWP0I
Companies break their promises every single day. Does your business keep yours? FUTURE LAB
Breaking promises in a WoM world is suicidal FUTURE LAB
But I’m just a marketer That is not my department … FUTURE LAB
YES IT IS … Your brand communicates every time it touches a customer. As a marketer you need to manage this communication. This makes you responsible for each “ moment of truth” FUTURE LAB
Source: DAVIS S., LONGORIA T., “Harmonising Your Touchpoints”, Brand Packaging, Jan/Feb 2003 Consider Each Moment of Truth as a Brand Expression FUTURE LAB
In a million channel world, brands whose consumers tell the best stories, win EXPERIENCES - EMOTIONS -  STORIES
[object Object],[object Object],[object Object],INTEGRITY FUTURE LAB
The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
A Reminder from Tom FUTURE LAB http://www.youtube.com/watch?v=9MaKHxsGZ-A
Show Me the Money ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: CFO vs. CMO Smackdown, PMD Professional, 2005
MEASURE & PREDICT Case: Indian Tea company, Greek Telco. A Structural Answer: Multivariate and Agent Based Modeling FUTURE LAB AGENT BASED MODELING Case: US Packaged Consumer Goods Company
Preference Purchase Repurchase Loyalty Advocacy Pragmatism: Focus your money where it matters IMPACT Average Media Consumption by Week (Europe), 2005 Source: Nielsen Interactive Europe, 2005
Resist Orthodoxy ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],FINANCIAL ACUMEN FUTURE LAB
The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
90% of businesses are unable to execute the strategy they have on paper  70% of businesses project performance they will never attain Houston, we have a problem Source: Axon, L.  Learning to lead: How Companies Grow Profits by Growing Leaders, Sept 22,2004 Source: Norton, D. Aligning your Strategy to the Customer Value Proposition, 13/9/2005
Source: Norton, D. Aligning your Strategy to the Customer Value Proposition, 13/9/2005 Only 5% of the workforce understands what the strategy is
FUTURE LAB THE MOMENT OF TRUTH Your brand communicates every time it touches a customer. As a marketer you need to manage this communication. This makes you responsible for each “ moment of truth”
YET THEY ARE THE “MOMENT OF TRUTH” FUTURE LAB
What will you do to make it “clear” FUTURE LAB Do people “get” your strategy ?
FUTURE LAB ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
Dreaming of a better future … where there is more to business than making money. FUTURE LAB
FUTURE LAB DREAM ON …  SHOW ME THE MONEY
FUTURE LAB Be responsible  AND  make money
2008 FUTURE LAB Consumer Demand
Market Opportunity
FUTURE LAB PERSPECTIVE Do good for the world  and  for your business
The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
Be the First Penguin FUTURE LAB that resists threaths & temptation
The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
The Alternative FUTURE LAB
http://blog.futurelab.net

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Marketing3 presentation-1196358928769946-5

  • 1. Marketing 3: On Accountability Alain Thys (http://blog.futurelab.net) FUTURE LAB Feel free to re-use or mash-up this presentation under Creative Commons 2.0 license (non-commercial, attribution)
  • 2. FUTURE LAB Alain Thys: Jekyll or Hyde ? As a retailer/VC/entrepreneur: Double digit ROI As a marketer: Close to € 100,000,000 spent to date, and very little to show for it
  • 3. If you think marketers have an image problem FUTURE LAB
  • 4. What People Think of Marketers Don’t shoot the messenger  FUTURE LAB
  • 5. Marketers are faddish, irresponsible, … don’t think like business people … more akin to a recalcitrant child … McKinsey & Company, CEO/CMO Survey, 2005 FUTURE LAB
  • 6. The average tenure of CMOs in consumer markets is 23, 15 or 12 months . FUTURE LAB
  • 7. FUTURE LAB Too many marketers have become so specialised that they don’t think in terms of the company’s big picture. Philip Kotler
  • 8. Marketers are frivolous and difficult to approach Australian Society of Certified Public Accountants FUTURE LAB
  • 9. Cranfield University Withhold research Take credit for other’s work Lack structure Are always in meetings Work from 10 to 4 Have long lunches Unaccountable, untouchable Seek quick promotions Churn Care about cars, stats and lunch Use jargon Slippery Expensive FUTURE LAB
  • 10. "We can't compete on price. We also can't compete on quality, features or service. That leaves fraud, which I'd like you to call marketing." Dilbert’s Boss cc 3.0, Megaqwerty FUTURE LAB
  • 11. FUTURE LAB Buy Stormhoek Wine 
  • 13. If you think marketers have an image problem FUTURE LAB
  • 14.
  • 15. The Marketer’s Bushido FUTURE LAB Changing marketing’s bad image
  • 16. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
  • 17. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
  • 18. FUTURE LAB In spite of all “insights” and research, 95% of consumer products introductions and innovations fail to reach their ROI targets How do you make a difference to someone who has infinite choice?
  • 19. German Traditional Chains vs. Hard discounters McKinsey & Company, Nov 2004 FUTURE LAB
  • 20. FUTURE LAB 60% of sensory experience of drinking espresso comes from the retail environment (and you lose it when you go home)
  • 21. The Experience IS the Product Insight Insight Insight Insight Insight Acting on Insight in emotions, rationalisations and choice drivers at every step of the experience. FUTURE LAB Insight Product « Best Practice » is Insufficient
  • 22. Don’t forget to understand the “influencers”
  • 23.
  • 24. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
  • 26. FUTURE LAB RESPECT ?? http://www.youtube.com/watch?v=D3qltEtl7H8
  • 27. Don’t treat me like a child “ one message doesn’t fit all” FUTURE LAB
  • 28.
  • 29.  
  • 30. To simplify and give meaning: Humans seek patterns, even where there are none
  • 31. “ It’s the easy way out, and as long as we all do it, we’re fine” Romanian marketer FUTURE LAB
  • 32.
  • 33. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
  • 34.
  • 35. We show that we value our customers by serving them well, putting their needs and interests at the center of everything we do. (from the AOL mission statement) FUTURE LAB http://www.youtube.com/watch?v=xaaAYVUWP0I
  • 36. Companies break their promises every single day. Does your business keep yours? FUTURE LAB
  • 37. Breaking promises in a WoM world is suicidal FUTURE LAB
  • 38. But I’m just a marketer That is not my department … FUTURE LAB
  • 39. YES IT IS … Your brand communicates every time it touches a customer. As a marketer you need to manage this communication. This makes you responsible for each “ moment of truth” FUTURE LAB
  • 40. Source: DAVIS S., LONGORIA T., “Harmonising Your Touchpoints”, Brand Packaging, Jan/Feb 2003 Consider Each Moment of Truth as a Brand Expression FUTURE LAB
  • 41. In a million channel world, brands whose consumers tell the best stories, win EXPERIENCES - EMOTIONS - STORIES
  • 42.
  • 43. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
  • 44. A Reminder from Tom FUTURE LAB http://www.youtube.com/watch?v=9MaKHxsGZ-A
  • 45.
  • 46. MEASURE & PREDICT Case: Indian Tea company, Greek Telco. A Structural Answer: Multivariate and Agent Based Modeling FUTURE LAB AGENT BASED MODELING Case: US Packaged Consumer Goods Company
  • 47. Preference Purchase Repurchase Loyalty Advocacy Pragmatism: Focus your money where it matters IMPACT Average Media Consumption by Week (Europe), 2005 Source: Nielsen Interactive Europe, 2005
  • 48.
  • 49.
  • 50. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
  • 51. 90% of businesses are unable to execute the strategy they have on paper 70% of businesses project performance they will never attain Houston, we have a problem Source: Axon, L. Learning to lead: How Companies Grow Profits by Growing Leaders, Sept 22,2004 Source: Norton, D. Aligning your Strategy to the Customer Value Proposition, 13/9/2005
  • 52. Source: Norton, D. Aligning your Strategy to the Customer Value Proposition, 13/9/2005 Only 5% of the workforce understands what the strategy is
  • 53. FUTURE LAB THE MOMENT OF TRUTH Your brand communicates every time it touches a customer. As a marketer you need to manage this communication. This makes you responsible for each “ moment of truth”
  • 54. YET THEY ARE THE “MOMENT OF TRUTH” FUTURE LAB
  • 55. What will you do to make it “clear” FUTURE LAB Do people “get” your strategy ?
  • 56.
  • 57. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
  • 58. Dreaming of a better future … where there is more to business than making money. FUTURE LAB
  • 59. FUTURE LAB DREAM ON … SHOW ME THE MONEY
  • 60. FUTURE LAB Be responsible AND make money
  • 61. 2008 FUTURE LAB Consumer Demand
  • 63. FUTURE LAB PERSPECTIVE Do good for the world and for your business
  • 64. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
  • 65. Be the First Penguin FUTURE LAB that resists threaths & temptation
  • 66. The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion

Editor's Notes

  1. Which gets us to the topic of the day, marketing accountability (5 minute debate) Starting with an open question. There is a lot of writing these days that marketers have an image problem (storytelling: McKinsey study, CMO’s short lifespan, pressure to show the omney, … ) How does this feel to you? What is accountability to you anyway? Do your bosses ask for this? Would you like to do more? If yes/no, why? What would you suggest
  2. Idee rietveld academie, chef kok, Sushi chef