Primate presents: Ed Waterston talks big brand campaigns | Campaigns for Charities
Transcript of Primate presents: Ed Waterston talks big brand campaigns | Campaigns for Charities
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Primate Presents: Big brand thinking
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But first… A brand quiz
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Nike
Turnover: $28bn UK Marketing budget: £100m
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adidas
Turnover: $17.1bn UK Marketing budget: £68m
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Reebok
Turnover: $2bn UK Marketing budget: £4m
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Speedo
Turnover: $500m UK Marketing budget: £3m
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Turnover: $1.2bn
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Li-Ning
Turnover: $1.2bn UK Marketing budget: £0m
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Why is that important?
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BRAND
= trust and awareness = engagement
= emotional investment = financial investment
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BRAND MARKETING
BRAND
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Who am I?
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Ed Waterston Director of Creative Strategy – Waterston Tanner & Co. Product and Marketing Director: Cannondale, GT, Mongoose, Schwinn (Australia) Business category manager (cycling, court sports): adidas Northern Europe UK Head of Marketing: SCOTT Sports
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[email protected] @edwaterston @w_t_co w-t.co/blog
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What is big brand marketing?
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Everything.
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(biased?)
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Science
Art
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Process
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Customer
Solution
Access points
Activation Commercial 360°
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Supporter
Cause Access
points and activation
Charity 360°
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Supporters
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The Supporter
Know everything about your
potential supporters.
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The Supporter
Psychology.
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The Supporter
Awareness = Repetition
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The Supporter
Engagement = The reward system
and/or emotional disruption.
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The Supporter
Dopamine
The reward system
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Tangible reward
Emotional Reward Tangible reward
Emotional Reward Tangible reward
Emotional Reward
The Supporter
Reward
Charity shops
Fundraising events
Television donation campaigns
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Tangible reward
Emotional Reward Tangible reward
Emotional Reward Tangible reward
Emotional Reward
The Supporter
Reward
Charity shops
Fundraising events
Television donation campaigns
Impo
rtan
ce o
f em
otio
nal e
ngag
emen
t
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The Supporter
The Hypothalamus
Emotional disruption
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The Supporter Emotional disruption
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The Cause
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The Cause
Product.
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The Cause
Your message.
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The Cause
Emotional disruption versus the reward system
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The Cause
Emotional disruption
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The Cause
The reward system
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The Cause
Education.
The journey of self discovery.
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The Cause
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The Cause
Alignment
Gap Reduction Supporter
Cause
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Access and activation
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1995 ENGAGED
Seven Views
2014 AWARE
2014: Thirteen Views ENGAGED
Relevant, aligned, disruptive content
Access points and Marketing activation
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Marketing activation - commercial
Celebrity endorsement
Advertising and PR
Events
Mailing lists
Website
Repeat
Conversion line
The line of engagement
POP
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Marketing activation and touch points - Charity
Advertising/ Celebrity
Endorsement Events Mailing
lists Website Face to
Face Fundraising
Shops and product
alliances
Conversion line
Social Media
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Advertising/ Celebrity
Endorsement Events Mailing
lists Website Face to
Face Fundraising
Shops and product
alliances
Conversion line
Holistic, aligned, consistent campaign message and content
Social Media
Marketing activation and touch points - Charity
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Marketing activation – The MAMIL Example Advertising/
Celebrity Endorsement
Events
Mailing lists
Website
Shops and product
alliances
Soci
al M
edia
Celebrity cyclist endorsement - print, digital,
television and out of home advertising.
Cyclo-sportive endurance event with minimum sponsorship for entry
Stranger sponsorship of participants using cyclist fundraiser profiles – celebrity/public
Exposure and sign-up on the website
Partnership with sports apparel company to produce event specific range, merchandised in
charity shops
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Supporter
Cause Access
points and activation
Charity 360°
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Thank you!!