Harnessing the Fear Factor 20:20 Vision A DMA Event National Motorbike Museum, UK 24 March 2011 Kevin Mason Strategy & Digital Director: Proctor & Stevenson Director: Intimis Marketing Automation Systems

“Freeing excellence affects reality F.E.A.R (you got the fear)” Lyrics from F.E.A.R. by Ian Brown

FEAR Is good. It helps us survive

FEAR Fear of failure stops innovation

FEAR Fear of change makes us uncompetitive

FEAR Don’t be afraid to think different

“Innovation distinguishes between a leader and a follower” Steve Jobs

FEAR How to harness it - personally

Listen Move forward – carefully Calculate the risk Think things through Believe If you don’t believe in your ideas, no-one else will There will be pain and roadblocks in the process. Your belief will get you through Act Be prepared to be challenged Take people with you Keep on moving

FEAR How to harness it – organisationally

Interact Inspire optimism, not fear Encourage and listen to ideas Involve everyone Lead by example Be open, not defensive Disrupt Surprise Push out of the comfort zone Encourage non-conformers Involve the less adventurous Observe Look for unexpected outcomes Dig under the surface of “good news” reports Learn from mistakes Look outside the organisation

“If we don’t change direction soon, we’ll end up where we’re going”

Professor Irwin Corey, 1914

CHANGE Embrace it

Threat? Customers and budgets have moved online Outbound lead generation marketing is waning in favour of inbound lead nurturing Marketing automation lets clients manage their own content and campaigns Brands are becoming publishers The roles of agency & publisher are up for question

CHANGE Embrace it

Threat? Customers and budgets have moved online Outbound lead generation marketing is waning in favour of inbound lead nurturing Marketing automation lets clients manage their own content and campaigns Brands are becoming publishers The roles of agency & publisher are up for question Opportunity Use digital media and systems creatively, ingeniously, efficiently Make physical marketing surprise and delight Make the two work together to create innovation

“Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations” Steve Jobs

Panasonic Toughbook Efficiencies enable innovation

Strategy, systems, campaigns, partners Data management Asset management Print on demand Content management Campaign management Telemarketing lead management Siebel integration Email Direct mail Social Search Behavioural and retargeted display advertising Partners: Equimedia – media & search, Total Recall – data Results Toughbook marketing share of pipeline has risen from 11% to 25% with 33% less budget Automation and efficiencies enable innovations to surprise and delight .

Panasonic Toughbook Integrated vision

From the field to your desk We send IT decision makers a used Toughbook with a pre-loaded video presentation to demonstrate what happens in the typical life of the machine How do we afford this extravagance? First we use Web Forensics to match IP addresses of website visitors to company names Then we monitor to identify repeat/multiple visits from companies we want to talk to Finally, we buy contact data on-demand to target our mailshot to the people who matter

Panasonic Toughbook Example: The Toughbook Challenge

Panasonic Toughbook Example: The Toughbook Challenge

Spread the word A beautifully produced digitally printed book Describes the work Toughbook has done for another part of the organisation Share of wallet and propensity to buy data modelling targets activity pan-europe Marketing managers order via print on demand systems

Panasonic Toughbook Example: Key Account Campaign

Panasonic Toughbook Example: Key Account Campaign

“Courage is resistance to fear, mastery of fear, not absence of fear” Mark Twain

Even small changes can make a big difference Rathbones are a premium wealth management service company Their brochure was done “at a price” and didn’t reflect the brand They were overspending on their web infrastructure Consolidating web operations onto an open-source content management platform

Got rid of license fees Reduced hosting charges Reduced agency update fees

The savings funded a photo shoot and a premium brochure refresh. It also funded a website redesign and build.

Rathbones Digital efficiency savings fund brand refresh

Rathbones Digital efficiency savings fund brand refresh

Rathbones Digital efficiency savings fund brand refresh

Rathbones Digital efficiency savings fund brand refresh

“Business is a good game – lots of competition and a minimum of rules. You keep score with money.” Atari founder Nolan Bushnell

Transparent personalisation Campaign to promote a networking event with business guru guest speaker High impact “gatekeeper” mailshot including a free copy of the speaker’s book Personalised invitation to the “success is within” session was digitally printed onto acetate to look like an Xray 7% response rate

Skillsoft The naked leader

Skillsoft The naked leader

“Great spirits have always encountered violent opposition from mediocre minds.” Albert Einstein

Getting past the gatekeeper How do you communicate the importance and relevance of layered business data? How do you get past the “gatekeeper” to very high level decision makers? A high impact, highly personalised mailer targeting senior utilities decision makers A framed, digitally printed, highly personalised map of their corporate headquarters showing different data views from aerial to underground 17% response rate Many copies still hanging on board room walls

Ordnance Survey Utilities Campaign

Ordnance Survey Utilities Campaign

“The greatest mistake you can make in life is to be continually fearing you’ll make one” Elbert Hubbard

Personally Listen – calculate your risks Believe – it will get you through obstacles Act – take people with you Organisationally Interact – lead by example, be open and listen Disrupt – push people out of their comfort zone, encourage non-conformers Observe – look for unexpected outcomes, learn from mistakes Creatively Use digital media and systems creatively, ingeniously, efficiently Make physical marketing surprise and delight Make the two work together to create innovation

The fear factor How to harness it – in summary

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