CRMC 2015 speech

CRMC2015ConferenceSimon MainwaringFounder, We FirstJune 3, 2015

©2015 We First Inc. 1

©2015 We First Inc.

The digital disruption of retail marketing.

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Culture has changed…

– Climate change– Wealth

inequality– Water scarcity– Over-

population

-Environmental damage

– Loss of biodiversity

– Gender inequality

– Healthcare costs

Marketing has changed…

– Digital disruption – Quantified self

– Social media – Peer-to-peer– Mobile commerce – Big Data– Internet of Everything – Wearables

Consumers have changed…

– Media-savvy– Well-informed– Socially-

conscious– Hyper-

connected

– Consumer activists

– Mobile focused– Values-driven– Always on


Drones.


Connected TVs. Connected Cars. Wearables.

Internet of Everything.

Data deluge.


Global smartphone sales.


Socialmedia users & ad spend.


Social commerce.


Consumers as content producers.


Story vs. Data.

Story drives data.


Data defines impact.

VS

Edelman, 2015 ‘Trust Barometer Report’©2015 We First Inc. 13

Building brand trust.

2015 Deloitte ‘Core Beliefs & Culture Survey’

Purpose builds culture.

14©2015 We First Inc.

Consumer preferences.

Nielsen, 2014 ‘Doing Well By Doing Good Report’©2015 We First Inc. 15

Consumer mindset shift.



1. Purposeful storytelling.

Social storytelling.

How well you tell your story determines how well consumers share your story.


Story transcends technology.

You must define a story worth telling to be a brand worth sharing.

1. Own a fundamental human property.

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Unilever.

airbnb.

Starbucks.

Chipotle.

IBM.

Subaru.


2.Declare your mission and values.


3.Be specific - sustainability.


Simplicity is compressed complexity.


B2C company/product brand alignment.


A company promise is a way of being internally…


And externally.


Whole Foods. Value Creation at retailValues signage

Whole Foods. Value creation on productsPackaging

Whole Foods. Value creation onlineConsumer education for better health

Whole Foods. Value creation in communicationsValues-based advertising and events

KEY TAKEAWAYThe future of profit is purpose.


KEY QUESTIONWhat fundamental property does your brand own?


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2. Community architecture.


Consumers driving story.

The first decision of a consumer is do they want to be part of your story.


To inspire participation, the consumer must be the hero of your story.

That story isn’t static but must evolve and mature.

1. Consumers build brands.


2.Encourage co-authorship and co-creation.


3. Celebrate consumers.


Celebratory storytelling.

BRAND


BRAND

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Self-directed storytelling.


Story arc.


Engagement tactics.


Engagement upgrades.


Self-sustaining community.


Chipotle. Value creation onlineWebsite, values overview

Chipotle. Value creation at retailSignage

Chipotle. Value creation at retailCommitment to quality

Chipotle. Value creation at retailPackaging

Chipotle. Value creation in advertisingBillboards

Umpqua Bank. Value creation at retailValues signage and creating community

Umpqua Bank. Value creation at retailValues based interaction

Umpqua Bank. Value creation onlineValues oriented messaging

Umpqua Bank. Value creation at retailvalues based collateral

KEY TAKEAWAYA brand must be the chief celebrant, not

celebrity, of its consumer community.


KEY QUESTIONWhat consumer benefit will your brand

celebrate?


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3.Cultural leadership.


PEOPLE RISE TO THE CONVERSATION YOU GROW AROUND THEM.


Sustainable Mass Transportation.


CULTURAL CONVERSATION 2


Starbucks – Shared Planet Leadership.



Anti-discrimination


Brands as Values Advocates - Indiana

Mission-Led Culture, Marketing & Sales.


The goal is to transcend your products, service, and category to positively shape

culture.


Ben & Jerry’s. Value creation at retailValues signage and fixtures

Ben & Jerry’s. Value creation at retail‘Cleaner greener freezer’ fixture

Ben & Jerry’s. Value creation at retailPackaging

Ben & Jerry’s. Value creation onlineValues overview and ingredients transparency

Ben & Jerry’s. Value creation in advertising

Ben & Jerry’s. Value creation at every touch point

Ben & Jerry’s. Value creation through eventsCause campaign – global warming

Ben & Jerry’s. Value creation through engagementSocial enterprise ‘Partnershop’

CVS Health launches national quit smoking platform and campaign.

Intel CEO challenges entire industry to become ‘conflict mineral free.’


The evolution of revolution is contribution.

KEYTAKEAWAYBe a mission with a company, not a company with a mission.


KEY QUESTIONWhat cultural conversation will your brand lead?


Key takeaways.

3. Be a mission with a company, not a company with a mission.


1. Recognize that the future of profit is purpose.

2. Be the celebrant, not celebrity, of your client community.

Q&AThank you,

CRMC!

[email protected]

Social Branding Training

Summit:

WeFirst15.com©2015 We First Inc. 76

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CRMC 2015 speech

Marketing

Transcript of CRMC 2015 speech