Branded Content Congres 24 June 2010
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Branded Content USA Best Prac-ces Joel Warady Principal Joel Warady Group 24 June, 2010
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Presentation Joel Warady gave at the 2010 Branded Content Congres (Broadcast Press) in Bussum, The Netherlands
Transcript of Branded Content Congres 24 June 2010
Branded ContentUSA Best Prac-ces
Joel WaradyPrincipal
Joel Warady Group
24 June, 2010
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You want to create....
Talkable Brands
ROI vs. ROE
Word of
Mouth
Community Familiarity
Transparency EmotionalTies
TrustRelationships
“Lovemarks are owned by the people who love
them.” —Lovemarks: The Future Beyond Brands, Kevin Roberts
“Trademarks are owned by companies
who create them.”
Market Explosion
• Fortune 500 Companies
– Average Spend on Branded Content in 2009
• $1.8 million (US dollars) per company
– 51% -‐ Print
– 27% -‐ Internet Media
– 22% -‐ Video / Audio
• 2009 Spend was double compared to 2008
• 78% of respondents say more effec-ve than adver-sing
Custom Publishing Council Study Dec. 2009
US Companies Findings
• Effec-veness Study
– 70% say more effec-ve than television adver-sing
– 61% say more effec-ve than direct mail
– 57% say more effec-ve than public rela-ons
• Why companies use Branded Content
– 54% for Customer Educa-on
– 25% for Customer Renten-on
– 21% for Brand Loyalty programs
• Long-‐term gains vs. short-‐term salesCustom Publishing Council Study Dec. 2009
Marke8ng Budget Impact
• Branded Content is reaching 32% of marke-ng budget of companies surveyed
• 2010 Planned Spending– 24% will increase budget– 20% will decrease budget– 56% will remain constant in spend
Custom Publishing Council Study Dec. 2009
What Works?
What Doesn’t!
Orbit Gum -‐ Case Study
Case Study -‐ Orbit Gum
"I'm not a seller; I'm not an advertiser. We don't claim to do that," Bateman told the New York Times. "We're just looking to make cool pieces of entertainment and just arbitrarily make that subject matter a brand's message."
Jason Bateman, Actor, Producer
Case Study -‐ Orbit Gum
Case Study I Can’t Believe Its Not Butter
Case Study American Family Insurance
Case Study American Family Insurance
• Partnership– American Family Insurance
– NBC Universal Digital Studio• Comi`ment– 10 part comedy series
–Moving into Season 2
• Results -‐ Season 1– 24% increase in “intent to purchase”
Provide Quick Responses
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Tell a Compelling Story
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Case Study -‐ Circle of Eight• Milchan -‐ Van Eyssen
– Concept Development
• Paramount Digital Entertainment
– Development
– Financial
– Distribu-on
• Pepsi -‐ Mountain Dew
– Involved in Produc-on Discussions
– “Credible Integra-on Points”
• MySpace
– Exclusive Premier
Listen to the Conversa8ons
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Viral Brand Awareness• You Don’t Own Your Brand
– They own your brand
• Who are they???– Customers– Users – Lovers– Haters– Compe-tors– The People of Earth
1st Branded iPhone App
Top 100 Apps in the US
$.99 adds value to App
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•Company established in March 2001•Products sold in all 50 States and All 10 Canadian Provinces •Available in over 5000 stores
•Natural (Whole Foods, Sprouts)•Conventional (Kroger, SuperValu)•Independent Natural•Mass (Walmart)
•Inc. 500 for 2 years•Sales in excess of $12 million (USD)
Alterna8ve Channel WOM
Branded Content on the Cheap
Branded Content on the Cheap
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The Way We Connect is Changing
The Way We Connect is Changing… Really Fast!
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Let go of the fallacy that your brand belongs to you. It belongs to the market.Co-‐create your brand by collabora-ng with your customers.Scrap the focus groups, fire the cool chasers, and hire your audience.Facilitate your most influen-al and passionate customers in transla-ng your brand’s message to a broader audience.Be pa8ent. Your brand ini-a-ve could take years – or weeks – to take off.Be flexible. Carefully plan every step, but be totally open to having the story rewri`en along the way.Lose control. Free yourself to seize sudden opportuni-es that only last for moments.Resist the paranoid urge for consistency. Embrace the value of being surprising and imperfect.Respect your community. Draw the line between promo-on and the ad-‐bus-ng trinity of manipula-on, intrusion, and co-‐op-on.Let the market hijack your brand.
Marke8ng Without Marke8ng:A Brand Hijack Manifesto
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Damk U Wel!
Ques-ons:
You can also find me on: Facebook – JoelWaradyGroup
LinkedIn – joelwaradyTwi`er -‐ @joelwarady
