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Stop marketing to people…



                  Marwann AL SAADI
                      Brieuc SAFFRÉ
…and begin marketing to situations




slavickgo on sxc.hu
As a marketer, you always have to
bring your solution to some specific

             needs
                             © Saniya Al Saadi
Whether you
                      are a woman…


Royalshot on sxc.hu
...a man



tolgakosta on sxc.hu
…a child




Jana_koll on sxc.hu
…or an old person



coloniera2 on sxc.hu
You can be in a hurry…




analog on flickr
tired…




goody2230 on sxc.hu
Christiem on sxc.hu




                      bored…
happy…


arsel on sxc.hu
lusi on sxc.hu




                 …or thirsty
You can be an expert in finance…




ngould on sxc.hu
…and a newbie in DIY
It is all about context and situations




                               © Saniya Al Saadi
Legomyphoto.wordpress.com




 and how you can adapt your product
 or service to them…
This is why you have to customize
your speech




                              acaben on flickr
HushhushFR




Nestlé Aquarel
targets its thirsty
users in concerts,
because they
know they will be
useful to them.
Sametimenxtyr on deviantart




  They satisfy an instant need.
Old spice engages tweeters and
 TV advertisement spectators…

© Old Spice
…answers to each tweet with a
 personalized video…




© Old Spice
…and entertains
      people in a new
      way!




© Old Spice
MINI in USA answers to particular
situations with its Roadside assistance
app…
…and provides useful help to car
drivers facing problems on the road.
Asos.com website




Asos helps you choose your clothes depending
on weather and activity: your situation.
Nowadays, people tend to care less
about a company’s story




                               © Saniya Al Saadi
© Saniya Al Saadi




It is now all about discovering, living
and sharing new experiences
bwaclawski on sxc.hu




Whatever your product or service is…
navigergo on flickr




…it is related to one “personal” situation
Electronic toilet
                            paper dispenser




Stop providing useless stuff to
your customers...
SitorSquat is an
iPhone application
created by
Charmin, toilet
paper brand.
It helps you find
the nearest toilets
and tells you if it
is open or not.




 …and make them come to you
 by helping them.
Social Media and
geolocation for example
are some good
opportunities to learn
more about contexts and
situations. They permit
to collect data.          © Saniya Al Saadi
Fiat takes advantage of situations
with Ecodrive…
…and provides a free and useful service helping
drivers to consume less.
Relationship is thus not limited to the
purchasing process anymore…
…and Fiat collects data to innovate and
improve its next cars.




Data tron
Crème Brûlée carts in San Francisco
take advantage of social media


                                  This Crème brûlée
                                cart lets customers
                                   know where he is
                                through Twitter and
                                  geolocation apps.




                           chrisleesphotos on flickr
BakerTweet sends a
tweet to followers
when the bread is
hot and ready.




                     …and   bakers do even more
                              for their customers!
The History channel makes good use
of geolocation…


                          The History Channel
                          created tips on Foursquare
                          that share historical facts
                          with users when they
                          check into specific
                          locations.

                          They brought interesting
                          and relevant information.
Knowing situations will
permit you to be more
meaningful and relevant.
Being relevant means bringing value and
converting new members to your brand!
                                   © Saniya Al Saadi
Thank you for
your attention.

And many thanks
to Saniya AlSaadi
sxc.hu, flickr.com
users for their
cool photos.
Inspired by

    Helge Tenno 180360720.no
 Faris Yakob farisyakob.typepad.com
Paul Isakson paulisakson.typepad.com
 Trendwatching trendwatching.com
   TechCrunch techcrunch.com
   The Book of Revelations
       thebookofrevelations.co.uk
marwann al saadi
                             twitter.com/marwannas
                           brieuc saffré
                             brand-utility.com
                             fluid-advance.com
                             slideshare.net/brieuc
bkp550 on flickr             twitter.com/_brieuc




 scanblog.com
 twitter.com/scanblog
 slideshare.net/scanblog
 facebook.com/scanblog
                                           August 2010

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Stop marketing to people - context marketing