Making Peoples Lives Better

MAKING PEOPLE’SLIVESBETTER

TOPICS / AGENDA

B R AN D S

O LD MAR KETIN G

N EW MAR KETIN G

IN N O VATIO N

EN G AG EM EN T

U TILITY

IN S IG H T

BRANDS &BRANDING HAVEN’TCHANGED

BRAND =COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY.

BRANDING =USING MARKETING TO INFLUENCE PEOPLES’ ATTITUDES TOWARDS, AND PERCEPTIONS OF, THE BRAND.

BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGH CONSISTENT POSITIVE EXPERIENCES & ENGAGEMENTS WITH A PRODUCT, SERVICE OR COMPANY.

TREAT MEWELL, ANDI’LL RETURNTHE FAVOR.

OLDMARKETING

OLD MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

CRM

ADVERTISING

CONSUMER

THIS ISN’TWORKING.

“I DON’T KNOW WHAT WE’RE YELLING ABOUT!!!”

A TIME FOR CHANGE

“We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.”

Trevor EdwardsVice President, Global Brand & Category ManagementNikeOctober 2007

Source: New York Times - http://www.nytimes.com/2007/10/14/business/media/14ad.html

http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd

MODERNMARKETING

MODERN MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

ADVERTISING

CONSUMER

CRM

MODERN MARKETING

“[Digital] is the centerpiece of a broader campaign. I think that’s become a real integral part of how we use the web, moving beyond just promoting web addresses in TV spots or print ads to really making them a critical part of the storytelling for the brands.”

Rob MasterMedia Director, North AmericaUnileverMarch 2008

Source: Advertising Age - http://adage.com/article?article_id=125663


HOW CANYOU CREATEBRAND FANS?

DELIVERVALUETHROUGHMARKETING.

OR, MORESIMPLYPUT…

MAKEPEOPLES’LIVESBETTER.

O.K. SOUNDSSIMPLEENOUGH.

SO HOW CANWE DO THIS?

PRODUCTINNOVATION

BUILD THE MARKETING INTO THE PRODUCT.

MAKE THE PRODUCT SOGREAT, PEOPLECAN’T HELP BUT TALK ABOUT IT.

MODERN MARKETING

“Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.”

Seth GodinAuthor / Speaker / Marketing ExpertPurple Cow2002

Source: Purple Cow / Seth Godin / Page 3

MODERN MARKETING

“We think the future of advertising is great products that have marketing embedded in them.”

Jeff HicksCEOCrispin Porter + BoguskyOctober 2006

Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/


MODERN MARKETING

“Coming up with product innovations. That's what we're setting out to do.”

Steven MarrsVice ChairmanGlobal Head of Digital and Branded ContentNITROApril 2007

Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893


MODERN MARKETING

“Our belief is that marketing and product have converged. The consumer doesn’t separate the marketing experience from the product experience.”

Ajaz AhmedFounder & ChairmanAQKAMarch 2008



THE PRODUCT IS THE MARKETING

GREAT.BUT MY PRODUCTISN’T COOL.

WHAT CANI DO???

WELL,FRANKLYYOU’RESCREWED.

ADD VALUETHROUGHCONTENT.

CONTENTIS THENEWCURRENCY

PEOPLE WILLPAY FORGREATCONTENT.

CONTENT IS THE NEW CURRENCY

1 Week = $1.6 Million

Source: Chicago Tribune / Leisure Blogs / Turn It Up - http://leisureblogs.chicagotribune.com/turn_it_up/2008/03/reznors-one-wee.html


BRANDS WILLPAY FORGREATCONTENT.


“[The agency’s job is to create] content so valuable and useful that [consumers] wouldn't want to live without it.”

Jeff HicksCEOCrispin Porter + BoguskyOctober 2006

Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/


ENGAGEMENT

ENGAGEMENT

“The days of making funny things that may or may not have an effect on the client's business are ending.”

Jeff BenjaminInteractive Creative Director Crispin Porter + BoguskyMarch 2008

Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd


ENGAGEMENT

CP+B FOLK LORE / MYTHOLOGY:

ALEX BOGUSKY DOESN’T WANT TO SEE SCRIPTS ANYMORE.

“DON’T SHOW ME A SCRIPT. SHOW ME THE PRESS RELEASE.”

IT’S ALL ABOUT HOW PEOPLE WILL ENGAGE - WHY THEY WILL FIND IT INTERESTING & PARTICIPATE.Source: Life Moves Pretty Fast - http://ameliatorode.typepad.com/life_moves_pretty_fast/2008/01/dont-write-me-a.html


ENGAGEMENT

No. 1 seller in Personal Grooming category on Amazon.com for the first two months after launch.

Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=53172


ENGAGEMENT

UTILITY

UTILITY

“[Branded Utility] is where the brand creates a commitment to a relationship. It’s where the brand creates something useful to you, something that’s a utility in your life. The consumer will feel more confident with the relationship if the brand will continue to be part of your life.”

Benjamin PalmerCEO / OwnerThe Barbarian GroupOctober 2006

Source: psfk.com - http://www.psfk.com/2006/11/branded_utility_1.html


UTILITY

“When you create a utility, you're creating something that gives people time back. It becomes less about information as pollution and more about information to help people get through life.”

Nick LawChief Creative Officer, North AmericaR/GAMarch 2008

Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd


UTILITY

UTILITY

“[Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.”

Nick LawChief Creative Officer, North AmericaR/GAApril 2007

Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893


UTILITY

HOW DOWE CREATETHIS KIND OFMARKETING?

CREATING BETTER MARKETING

“We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need, and will want, then make sure we’re there, ready.”

Akio MoritaCo-FounderSony Corporation

Source: Truth, Lies & Advertising / Jon Steel / page 189 (found via Meme Huffer- http://memehuffer.typepad.com/meme_huffer/2007/12/great-quotes-fo.html )


CREATING BETTER MARKETING

“It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.”

Steve JobsCo-Founder, Chairman & CEOAppleMay 1998

Source: BusinessWeek - http://www.businessweek.com/1998/21/b3579165.htm


UNCOVERRICHCONSUMERINSIGHTS

OPPORTUNITY COMES FROM INSIGHTS

“Great work comes from insight, and we have always worked from insight. … We have a vision of ourselves becoming the lead agency for the digital age. Insights are going to come in so many different ways. We’d like to pride ourselves on the ability to capitalize on them.”

Laura LangCEODigitas USAMarch 2008



HOW DOWE UNCOVERTHESEINSIGHTS?

OBSERVE+

LISTEN

TRADITIONAL METHODS

FO C U S G R O U P S

1 1 x IN TER VIEWS

ETH N O G R AP H ICS TU D IE S

C U LTU R ALAN TH R O P O LO G Y

S U R VEYS

/ U S AB ILITY TE S TIN GLAB S

EMERGINGMETHODS

DIGITAL ETHNOGRAPHY & ANTHROPOLOGY

del.icio.us

COLLABORATION

COLLABORATION

AGENCY CONSUMERS

COMPANY

INFORMATION& INPUT

INSIGHTS & IDEAS

INNOVATION& CONTENT

BETTERBRANDS

COLLABORATION

IF YOU ONLYREMEMBERONE THING…

MODERN MARKETING =MAKING PEOPLES’LIVES BETTER.

THEEND

Making Peoples Lives Better

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