IN MARKETING + ADVERTISING
description
Transcript of IN MARKETING + ADVERTISING
MUSIC KEY TAKE-AWAYS
IN MARKETING + ADVERTISING
WHATS NEXT
THEFUTURE OF ADVERTISING
THERE ISNT ANY.
THEEND
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THEFUTURE OF MARKETING
TOPICS / AGENDA
BRANDSOLD MARKETINGNEW
MARKETINGINNOVATIONENGAGEMENTUTILITYINSIGHT
BRANDS &BRANDING HAVENT CHANGED
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, AND ILL RETURNTHE FAVOR.
OLDMARKETING
OLD MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER
THIS ISNTWORKING.
I DONT KNOW WHAT WERE YELLING ABOUT!!!
A TIME FOR CHANGE
Were not in the business of keeping the media companies alive. Were
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
MODERNMARKETING
MODERN MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
ADVERTISING
CONSUMER
CRM
MODERN MARKETING
[Digital] is the centerpiece of a broader campaign. I think thats
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 CREATE BRAND FANS?
DELIVERVALUETHROUGHMARKETING.
OR, MORESIMPLYPUT
MAKEPEOPLESLIVESBETTER.
O.K. SOUNDSSIMPLEENOUGH.
SO HOW CANWE DO THIS?
PRODUCTINNOVATION
BUILD THE MARKETING INTO THE PRODUCT.
MAKE THE PRODUCT SOGREAT, PEOPLECANT HELP BUT TALK ABOUT
IT.
MODERN MARKETING
Something remarkable is worth talking about. Worth noticing.
Exceptional. New. Interesting. Its a Purple Cow. Boring stuff is
invisible. Its 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 doesnt separate the marketing experience from the product
experience.
Ajaz AhmedFounder & ChairmanAQKAMarch 2008
Source: Advertising Age -
http://adage.com/article?article_id=125664
THE PRODUCT IS THE MARKETING
THE PRODUCT IS THE MARKETING
THE PRODUCT IS THE MARKETING
THE PRODUCT IS THE MARKETING
GREAT.BUT MY PRODUCT ISNT COOL.
WHAT CANI DO???
WELL,FRANKLYYOURESCREWED.
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ADD VALUETHROUGHCONTENT.
CONTENTIS THENEWCURRENCY
OR, AS TRACY MORGANWOULD SAY
CONTENT IS THE NEW PRESIDENT, BITCH.
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.
CONTENT IS THE NEW CURRENCY
CONTENT IS THE NEW CURRENCY
[The agencys 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 DOESNT WANT TO SEE SCRIPTS ANYMORE.
DONT SHOW ME A SCRIPT. SHOW ME THE PRESS RELEASE.
ITS 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
16 QUARTERS OF CONSECUTIVE GROWTH
Source: BusinessWeek -
http://www.businessweek.com/the_thread/brandnewday/archives/2008/02/crispin_downloa_1.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
ENGAGEMENT
UTILITY
UTILITY
[Branded Utility] is where the brand creates a commitment to a
relationship. Its where the brand creates something useful to you,
something thats 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
UTILITY
UTILITY
HOW DOWE CREATETHIS KIND OFMARKETING?
CREATING BETTER MARKETING
We dont ask consumers what they want. They dont know. Instead we
apply our brain power to what they need, and will want, then make
sure were 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. Wed like to pride ourselves on the ability to capitalize on
them.
Laura LangCEODigitas USAMarch 2008
Source: Advertising Age -
http://adage.com/article?article_id=125670
HOW DO WE UNCOVERTHESEINSIGHTS?
OBSERVE+ LISTEN
TRADITIONAL METHODS
FOCUS GROUPS1x1 INTERVIEWSETHNOGRAPHIC STUDIESCULTURAL
ANTHROPOLOGYSURVEYSUSABILITY TESTING / LABS
EMERGINGMETHODS
DIGITAL ETHNOGRAPHY & ANTHROPOLOGY
COLLABORATION
COLLABORATION
AGENCY
CONSUMERS
COMPANY
INFORMATION& INPUT
INSIGHTS & IDEAS
INNOVATION& CONTENT
BETTERBRANDS
COLLABORATION
COLLABORATION
IF YOU ONLYREMEMBERONE THING
MODERN MARKETING =MAKING PEOPLESLIVES BETTER.
THEEND
?s
IF YOU WANT TO READ MORE OF WHAT IM THINKING
http://paulisakson.typepad.com/planning
THANKS
IMAGE CREDITS
IMG_6515Tony de MarcoFlickr
Anonymous at Scientology in Los AngelessklathillFlickr
Brick Tamland WallpaperAnchorman The Movie Web SiteBrick
Wallpaper
Bloc Party Crowd @ Ogden TheatrePaul IsaksonFlickr
Google Screen GrabGoogleGoogle.com
iPhonee-Learning content authoringGoogle Loves The iPhone
WiiNetworking Audio/VideoX-OOM Software Brings Media Streaming To
The Wii
Starbucks CoffeeBoston.comAging Music Heroes' Haven
Tracy MorganSaturday Night LiveBlack Is The New President,
Bitch
Ghosts I - IVNine Inch NailsGhosts.nin.com
IMAGE CREDITS
RCRD LBL_ + WidgetsRCRD LBLrcrdlbl.com
Whopper FreakoutBurger KingWhopperFreakout.com
Shave EverywherePhilips / NorelcoShaveEverywhere.com
The Coke Zero GameCoca-Cola CompanyCokeZeroGame.com
The Coke Zero GameCoca-Cola CompanyCokeZeroGame.com
Nike+Healthy Living NYCEvery Step You Take...
Dominos Pizza BuilderDominos PizzaDominos.com
Dominos BFD Pizza BuilderAdverblog & Dominos PizzaDomino's
Pizza Builder & Dominos.com
My VegasLogic + EmotionMy Vegas Is Showing: Brand Utility + Event
Based Social Networking
Digital Ethnography + AnthropologyAll logos taken from their
respective Web sites.
IMAGE CREDITS
Consumer CollaborationPaul Isakson[paul isakson]
KlusterKlusterKluster.com
My Starbucks IdeaStarbucksMyStarbucksIdea.com
CONTACT ME
PAUL ISAKSONSenior Strategic Planner space150
http://www.paulisakson.com/[email protected]
Just wanted to share a few thoughts today on where things are
moving. This isnt the long-term outlook so much as the direction
stuff is shifting today thanks to the growing realization of the
power the Web holds to tell stories, engage people, and give them
things that are more relevant and useful as far as brands are
concerned.
So the future of advertising
Just Kidding But before I go on, that picture was from So Paulo,
Brazil, where theyve banned outdoor advertising. The entire city
looks like that. Ghosts of ads past. And this is a result of what
is driving the change in advertising and marketing - people are
tired of the information pollution cluttering their surroundings
and interrupting their lives
Now, lets chat about the future outlook for marketing
The idea of brands and branding arent really going to change. How
we go about building them is and will continue to do so
Just for a quick reminder
From the voice of the consumer. Much like the Golden Rule - Do unto
others If brands do helpful and good things for people, people will
continue to like and use them - giving the brand their hard-earned
money.
All about pushing things out at people. A one way process. Shove,
shout, sell.
Just pay attention to me Interruption
It has all become noise. Everybody is yelling and nobody has been
listening. People arent sure what all the yelling is about anymore
to them its not really worth yelling about, so theyve tuned it out
and as a response, brands have just been increasing the volume this
is broken
Smart brands are looking for ways to change that. If people are
tuning out the noise, then its time to look for new ways that will
help us connect better
Instead of using marketing to shove things out and yell, its about
creating things that draw people in. Things that make them want to
come learn/see/engage more.
If a brand does this right, theyll create a following. Theyll
create their own passionate crowd
the digital space has become the primary hub for these gatherings
to take place its an ideal point for people to collect and connect,
both with each other and with brands.
How can we create fans for our clients brands? How can we make our
clients the rock stars that drew the crowd in the image a few
slides back?
By helping them deliver more value around their products and
services through their marketing.
Save them time. Save them energy. Give them something useful. Help
them learn something. Give them a story to tell others do little
things that make their days a little better. A little easier to get
through.
Well, one of the ways agencies can help companies is in the area of
product innovation. Applying creative insight to the product
development process is an area agencies can add value to their
clients
So
Seth Godin was talking about this long ago
CP+B - an agency who is doing a great job transitioning with the
times was talking about this at least as early as a year and a half
ago
NITRO, an agency picking up more and more buzz is focusing on
this
and AQKA says its all one thing now - there is no separation
between the marketing experience and the product experience I think
a few of you are Halo fans, look at what they did with the
marketing for Halo 3 and how that was an experience akin to the
game
Think back How many of you found out about Google from an ad? Now
how many found out because someone told you about it?
the iPhone even though they do advertise it, look at what the ads
do they show you how you can USE it to make life better
the Wii again they advertise it, but they show people experiencing
the product and how fun it is
Starbucks. They built a global coffee empire without global, or
even national, advertising. Sure, they did local and grass roots to
some extent, but largely it was people carrying around the cups and
telling their friends the product marketed itself.
So, what if your product isnt innately cool?
Enhance the product through content
if you didnt see this online or on SNL last week, look it up.
Anyway
Lets look at the music industry, where nobody buys music
anymore
Trent Reznor made $1.6 million in one week when people could get 9
songs for free. Whatd he do? He made content that people believed
was worth paying for.
Its not just people who will pay for content though.
If you havent heard of RCRD LBL, they are a Web site that lets
people download new and exclusive songs for free through
partnerships they have with their own artists and other labels.
Brands pay to be presenting sponsors of widgets/content and so the
labels and artists can still get paid while fans get free
music
Heres another quote from CP+B - they are all about creating content
- not ads - content
So, what does content need to be or do? There are a few things, but
since we have limited time Ive picked two broader topics. The first
is engagement. Content needs to be engaging if youre going to
create brand fans.
But that content cant just be engaging for the sake of engagement.
It needs to be focused on helping the clients grow their bottom
line and build their brands.
Heres a rumor / urban legend from CP+B that I thought was
interesting Bogusky doesnt want to see the script for the content -
he wants to see how it will be talked about - how and why will
people care - what is going to make people want to interact or get
involved
What CP+B has done with engaging content for BK is working. At a
time when fast food is under scrutiny and the industry is seeing
weakened sales, BK has been seeing consistent, solid growth.
Tribal DDBs engaging content for the Norelco Bodygroom helped it
become the top seller in its category on Amazon
And heres a new example thats getting some buzz right now for Coke
Zero
O.K., now moving on from engagement the second area of content I
wanted to cover is one thats getting a lot of buzz right now.
Utility.
Ben Palmer from Barbarian Group was talking about the importance of
utility a year and a half ago. They were getting tired of putting
in several hours to build micro sites that took the same amount of
time to create as software but only lived as long as the ad
campaign that they were for did. They want to move away from this
and create things that can be used for much longer timeframes and
that will help strengthen the relationship a brand has with the
people that use it.
Heres a quote from Nick Law at R/GA time is the new luxury any way
brands can help people save time in their over-committed days is a
good thing again, its about making their lives better
R/GA helped Nike do this in creating Nike+
Its not advertising. Its an application, like Barbarian was talking
about
CP+B has helped Dominos create an easy way to order a custom
pizza
Not only can you custom create your pizza, but you can name it and
then save it so you can order it easily again in the future - even
from your mobile phone. It doesnt just stop with ordering your
pizza though. Once youve ordered it, you can track how far along it
is in getting to your door if youre short on time and need to order
a pizza, why wouldnt you go this route over their
competition?
and heres one that Critical Mass created for Vegas. Its a social
network that lets you create your Vegas persona, because we all
become someone else in Vegas, right and then you can connect with
your friends to share pics, plan your trips, make reservations, buy
tickets to shows for the Vegas lovers who go there more than a few
times a year, this becomes a very useful tool
Now, how can we help our clients create this kind of
marketing?
Sonys co-founder believed people didnt know what they wanted
because they didnt know what was possible for the most part
Steve Jobs holds a similar belief
So how do you create things for people if they dont know what they
want or need until they see it? By deeply understanding them and
getting to the things they arent saying, but are revealing. Getting
to rich insights.
Heres a quote on the importance and power of insight from the CEO
of Digitas in this weeks Ad Age This is why agencies are in a great
position to help their clients now more than ever. We have smart,
strategic, creative thinkers who can not only uncover these
insights, but also apply them in meaninful ways
Watch how people behave. How they shop. How they use things. How
they go through a web site. How they play a game. Ask them
questions. Listen. Ask more questions. Listen twice as much Notice
and note the areas that could be improved
Some of the traditional ways we can uncover insights that still
have their place and time its all about using the right tools and
methods for what you need to learn in addition to these, I wanted
to highlight a couple things that are getting used and talked about
more and more
People are broadly and publicly sharing more about their lives than
ever before. We can learn a lot about what people want and need
simply by looking at what theyre sharing
Another interesting thing brands can do is collaborate more closely
with their agencies and customers/consumers - especially in the
area of product innovation that we talked about before
The Web is enabling collaboration to take place easier and quicker
companies can share information with consumers and get their input
directly agencies can pull insights out of that information
exchange as well as get quick feedback on ideas as they develop the
agency and company can then take the learnings and insights to
create things people need or want, even if they didnt realize these
things when they were talking to them this goes along with a
growing idea in the planner blog world for Brands in Beta where
brands are constantly tweaking and improving by getting real-time,
on-going feedback from consumers
But to the earlier quotes from Sony and Apple the web is
enabling people to now know more about what they didnt know. As
this continues, brands can get even better insights and feedback,
which is going on right now
Kluster is a site putting this idea in action. Its a social network
for elevating and developing ideas. When you have some time, go
check them out.
Starbucks is putting this into action as well. Theyve been under
scrutiny lately and now theyre looking to get ideas from passionate
Starbucks drinkers.
Ive probably gone just over my 15-minutes (sorry Ben) but Ill close
it up and ask that if you only remember one thing from all of
this
Think about this on whatever youre creating now and next how can we
make this make peoples lives better
For real this time
Last thing if you want to talk more about any of this, PLEASE come
by my office or grab me when Im walking by. Id love to chat. And if
you want to stay on top of what Im thinking around things like
this, you can read them on my blog
Thanks for your time and now Ill turn it over to Ben
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