MOVING FROM ADVERTISING TO MARKETING

WHAT’S NEXT

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They’re busy creating their own content…

Create a blog

or a website

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+

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CONSIDER THIS…People have more content choices in more places…

iTunes

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And they can block us out…

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Caller ID

People don’t need advertising anymore to tell them about new products.

And if they want to find out, they will on their terms.

SO WHAT’STHE FUTURE OFADVERTISING

THERE ISN’T ANY.

ACTUALLY…

THEFUTURE OFADVERTISING ISMARKETING

THE BRAND STILL MATTERS.

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

USING MARKETING TO INFLUENCE PEOPLES’ ATTITUDES TOWARDS, AND BEHAVIOR WITH, THE BRAND.

perception influence perception

BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGH CONSISTENT POSITIVE EXPERIENCES & ENGAGEMENTS WITH THE BRAND.

SO WHAT CHANGES?

EVERYTHING ELSE

STARTING WITH OUR ATTITUDE.

STOPInterrupting

DirectingShouting

High-powered messagesReacting

Return on investmentBig promises

Explaining

STARTEngagingConnectingEnticingEngaging contentInteractingReturn on involvementIntimate gesturesRevealing/Discovering

HOW DO WE GET THERE?

we create MARKETING SOLUTIONS not ADS.

MARKETING SOLUTIONS

GO BEYOND COMMERCIAL MESSAGES.

SOLVE SOMETHING.

INVOLVE PEOPLE.

ENABLE PEOPLE.

ALLOW PEOPLE TO PARTICIPATE.

CREATE BRAND FANS.

DELIVER VALUE.

HOW CANWE CREATEBRAND FANS?

DELIVERVALUE.

OR, MORESIMPLYPUT…

MAKEPEOPLES’LIVESBETTER.

THATSOUNDSBIG.

BUT HERE’S WHAT IT COMES DOWN TO.

WE STOPPITCHINGPEOPLE WITHMESSAGES.

WE STARTPROVIDINGUSEFUL CONTENT.

CONTENT IS THE NEW CURRENCY

“[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/

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

CONTENT IS THE NEW CURRENCY

3 Days = $9.6 Million

Source: Daily Swarm

CONTENT IS THE NEW CURRENCY

17 year old = $1 Million selling MySpace layouts

USEFUL CONTENT

“[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

USEFUL CONTENT

“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

USEFUL CONTENT

USEFUL CONTENT

“[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

USEFUL CONTENT

USEFUL CONTENT

USEFUL CONTENT

USEFUL CONTENT

USEFUL CONTENT

USEFUL CONTENT

USEFUL CONTENT

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USEFUL CONTENT

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QuickTime™ and aTIFF (Uncompressed) decompressor

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USEFUL CONTENT

USEFUL CONTENT

USEFUL CONTENT

USEFUL CONTENT

“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

ONEMORETHOUGHT.

IN AMARKETINGWORLD...

CONTEXTMATTERS.

SO…MAYBE THE EXPERIENCESHOULD BEAT THE CENTEROF MORE OF WHAT WE DO.

BUTCONSIDERTHIS TOO…

THERE ARE MORE PLACES, CONTEXTS, & TOOLS FOR ENGAGING WITH OURCONTENT THAN EVER.

HBO ITUNES FLICKR MYSPACE FACEBOOK ABC LOST THE LOST BLOG THE LOST DVD SET ABC.COM AMERICAN IDOL FOX IDOLS ON ITUNES IDOLS ON TOUR EBLOGGER TYPEPAD IPHONE iLIFE YOU TUBE XBOX Wii TiVO iPOD BLACKBERRY PLAYSTATION TRAVEL & LEISURE AT THE RESORT ON THE PLANE WIDGETS GADGETS MSN.COM GOOGLE WIKIPEDIA

HOW CAN WEMAKE THEMALL WORKTOGETHER?

NOT A BUNCHOF COOL BUTSEPARATEIDEAS…

ONE IDEABROUGHT TOLIFE IN DIFFERENTWAYS IN DIFFERENT PLACES.

Goal: One idea working in all contexts taking advantage of the strengths of each.

InteractivePeople can participate…So, what are we asking them to do?How are they engaging? Is our content useful?

TVBig draw power & high onentertainment value.What role can TV play? Can we use it differently?

MobileYou can take it with you.So, what content are we providing that people would want to take with them?

Big draw power & high onentertainment value.What role can TV play? Can we use it differently?

Ask questions,Provoke• URL• SMS

Brochure:

Organizing ideaWorking in all

contextsDriving Trial:

Drive people to discover, participate, engage

Take it with you. What content would people want to take with them?

Text for more information

Idea Roadmapinventory of ideas

Casual Gaming:Social Networking/Communities of Interest:

Vehicle Displays:

Mobile:

Print:

Website:

TV:

IF YOU ONLYREMEMBERONE THING…

OUR FUTURE =CREATING USEFUL CONTENT THAT MAKES PEOPLES’LIVES BETTER.

THOUGHTS ONTHE FUTURE…

The future is here it just isn’t widely distributed yet.- William Gibson

The best way to predict your future is to create it.- Abraham Lincoln

LET’S MAKESURE WE’RELEADING THATINDUSTRY.

APPENDIX

SUMMARY

Shifting from Advertising To Marketing

create MARKETING SOLUTIONS not ADS

create USEFUL CONTENT

think CONTEXT

don’t forget the BRAND TheIdea Content & tools that make

life better in some way.

Think of all of the places, the touch points, where people could engage with our content. What are they seeking there. The way they use media and technology will influence our content.

Is the brand central to the idea? Are we allowing for experiences that will get people engaged and ultimately move product?

Get beyond commercial messages. Solve something. Involve people. Enable them. Let them Participate.

CREDITS

Paul Isakson - Senior Strategic Planner - space15

Uwe Gutschow & Don Longfellow - Saatchi & Saatchi LA

Microsoft Digital Advertising Solutions, Museum video

Nike+

Healthy Living NYC

Every Step You Take...

Domino’s Pizza Builder

Domino’s Pizza

Dominos.com

My Vegas

Logic + Emotion

My Vegas Is Showing: Brand Utility + Event Based Social Networking

Lego

Lego Factory

Lego.com

M&M

Customise message

Mymms.com

Jeep

Camp Jeep

jeep.com