Presentation for the Marketing Effectiveness 2019 event of BAM on February 5th, 2019. The post-truth world has engulfed marketing. The self-appointed apostles of the digital revolution have led us badly astray; even the Mad Men and Women have lost the plot. A counter revolution is underway, we call it the evidence-based way. Come along and hear what Wim and Peter have to say about what has gone wrong and what needs to change. Peter Field explains why the current marketing model is broken and makes the case for getting back to marketing effectiveness, Wim Vermeulen talks about the way forward and examines today's most effective communication model and the TapForward effect.

1. Marketing Effectiveness
Getting the balance right in 2019
Part 2

2. The case for
change
Why today’s
model is
broken
Peter Field
The way forward
Examining today’s
most effective
communication
model
Wim Vermeulen

3. @wimvermeulen
THE WAY FORWARD
What the most effective
campaigns have in
common
dentsuconsulting.be

4. . Managing Director Dentsu Consulting
. Director of Innovation & Strategy Dentsu Aegis Network
. Author ‘Marketing for the Mad (Wo)Men of Tomorrow’
. Lecturer at Solvay Business School
. 25 years in marketing
wimvermeulen.com
dentsuconsulting.be

5. RATIONAL RATIONAL
EMOTIONAL EMOTIONAL
Fourth communication model

6. TapForward effect?
What happens when other people than you
get excited by your campaign
(triggering network effects)

7. Steering technology that provides perfect stability
at high speeds, total control at low speeds and
reduces the strain on your muscles.
On a truck

9. warc.com, 2016
87monline views
50mv
views of parodies
+24
%Sales
78mEarned
x175
TapForward
Effect

11. TapForward Model
Work on the
Autopilot Connect
deeply
Get people
Talking

12. TapForward Model
Work on the
Autopilot Connect
deeply
Get people
Talking

13. When people are interacting with
their favourite brands, you
actually see less neurological
activity.
https://www.warc.com/content/paywall/article/event-reports/when_advertising_goes_wrong_lessons_from_past_failures/124360

14. Strong brands are no-brainers

15. BRAND BYPASSALGORITHM
https://www.mm.be/news-nl-29223-wim-vermeulen-dentsu-aegis-network-we-zijn-toe-aan-een-herziening-van-het-marketingvak

17. 14 x 247= ?

18. SYSTEM 1
Autopilot
SYSTEM 2
Lazy thinker
90% 10%
Emotions Reason
https://bigthink.com/errors-we-live-by/kahnemans-mind-clarifying-biases

19. “System 1 runs the
show. That’s the
one you want to
move.”
Daniel Kahneman

20. TapForward Model
Work on the
Autopilot Connect
deeply
Get people
Talking

21. Lieve Pattyn
Marketing Director EG

22. Product EG

23. 28.000.000 7%
Spontaneous
Awareness
Product EG

24. Increase growth
Doctors + Pharmacists
+ Consumer
=
+ Consumer
=
Awareness
+
Preference

29. EG is now the second best known brand.
And the most spontaneously known.

30. OTC
Q4 2018 vs Q4 2017
+26%

31. TapForward Model
Work on the
Autopilot Connect
deeply
Get people
Talking

33. 5 TRIGGERS
CREATE VALUE
FOR OTHERS
CREATE VALUE
FOR ONESELF
MAINTAIN
RELATIONSHIPS
SEEK
APPRECIATION
BECAUSE IT IS
IMPORTANT TO
YOU
https://www.bostonwebdesigners.net/news/why-people-share-online/

35. THE TOP 10 TAPFORWARD EMOTIONS
1. AMUSEMENT
2. INTEREST
3. SUPRISE
4. HAPPINESS
5. DELIGHT
6. PLEASURE
7. JOY
8. HOPE
9. AFFECTION
10.EXCITEMENT
https://hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-go-viral

36. TapForward Model
Work on the
Autopilot Connect
deeply
Get people
Talking

37. availability
heuristic
affect
heuristic
processing
fluency
heuristic
3
https://www.linkedin.com/pulse/you-cant-feel-wont-do-fame-feeling-fluency-3-words-change-soer/
mental shortcuts
for
brand
performance

38. System 1, Unlocking Profitable Growth, 2017, Kearon, Ewing,Wood
https://www.slideshare.net/brainjuicer/the-irrationality-of-measuring-brand-performance-using-fame-feeling-fluency
Performance on these metrics explain
85% of Market Share

39. availability
heuristic
affect
heuristic
processing
fluency
heuristic
3
https://www.linkedin.com/pulse/you-cant-feel-wont-do-fame-feeling-fluency-3-words-change-soer/
Does your brand
comes readily
to mind?
How distinctive and
familiar is your brand?
How do your
consumers
feel about
your brand?
mental shortcuts
for
brand
performance

41. https://www.bloomberg.com/news/articles/2018-09-04/kaepernick-campaign-created-43-million-in-buzz-for-nike-so-far
$43 million
$163,5 million

42. https://www.linkedin.com/pulse/you-cant-feel-wont-do-fame-feeling-fluency-3-words-change-soer/
SEA
SEO
Social
Engagement
Influencers
Distribution strategy
Penetration
…
Value perception
User Experience
Usability
Innovation
Product development
Pricing strategy
…
Design
Sound
Corporate identity
Brand properties
Brand architecture
Customer Journey
…
Important for all disciplines, not only advertising

43. mental shortcuts
for
brand
performance
availability
heuristic
affect
heuristic
processing
fluency
heuristic
3
Get people
Talking Connect
deeply
Work on the
Autopilot

44. TapForward Model
Work on the
Autopilot Connect
deeply
Get people
Talking

45. Sales Market
Share
Price
sensitivity
Loyalty Penetration Profit
47
29
3
9
28
21
55
32
8
14
34 35
Others TapForward Effect
% reporting very large improvements
TapForward fits our digital age best

46. The case for
change
Why today’s
model is
broken
Peter Field
The way forward
Examining today’s
most effective
communication
model
Wim Vermeulen

47. Do you have your
ACT
together?
The question for 2019

48. Downloads available at
Dentsuconsulting.be

49. www.dentsuconsulting.be www.wimvermeulen.com