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Marketing stratego for slideshare

The presentation as delivered for Jeugdwerk Vlaanderen on May 4th, 2011

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Marketing stratego for slideshare

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  1. FUTURELAB Een andere kijk op marketing Een sessie voor Marketing Stratego

  2. FUTURELAB We are Futurelab FUTURELAB

  3. FUTURELAB FUTURELAB A Personal Introduction Athens Berlin Brussels Bucharest Chicago Hamburg Helsinki Iasi Kiev London Melbourne Miami Milton Keynes Moscow Prague Shanghai The Hague Valencia

  4. FUTURELAB “Like an architect, we add to the vision of our clients and manage their agencies and vendors towards the desired result.” For more information about this proposal, please contact Futurelab International Hoornzeelstraat 24 3080 Tervuren Belgium T: +32 2 7338332 F: +32 2 7065772 E: info@futurelab.net Stefan Kolle, Partner E: sko@futurelab.net M: +32 (473) 888 996 We are business strategists with a passion for customers, innovation and profit We deliver new profit opportunities through customer-centricity, commercial sense and hands-on innovation 6/05/2011 4

  5. FUTURELAB Thought leadership Recognition + 10,000 articles 75,000 regular readers • • + 100,000 readers + 10,000 followers Regular speaking & media appearances We do more than consult, we want to right what is wrong Opinionated – a desire to make a difference – unafraid to take the high road

  6. FUTURELAB FUTURELAB Welcome to the Marketing Revolution Of..‘hoe word ik minder ambetant ‗? 

  7. FUTURELAB

  8. FUTURELAB ―You can‘t bore people into buying your product – you can only interest them‖

  9. FUTURELAB "We can't compete on price. We also can't compete on quality, features or service. That leaves fraud, which I'd like you to call marketing." Dilbert‘s Boss cc 3.0, Megaqwerty

  10. FUTURELAB 76% of consumers don‘t believe that companies tell the truth in advertisements Yankelowich,2006

  11. FUTURELAB Advertising Myths 1. Frequency is mostly not a driver for action – on the contrary 2. There is no golden rule about ―6 OTS‖

  12. FUTURELAB FUTURELAB So, what do we do? We are yelling louder and LOUDER

  13. FUTURELAB But…. People who live near train lines find ways to adjust to the noise ... Consumers have begun to treat encroaching advertising just like those trains.

  14. FUTURELAB Last Year Advertising is a tax you pay for unremarkable thinking Robert Stephens, CEO, the Geek Squad

  15. FUTURELAB “Today's marketing model is broken. We're applying antiquated thinking and work systems to a new world of possibilities." Jim Stengel, Global Marketing Officer P&G

  16. FUTURELAB The answer ... go socio-digital.....right?

  17. FUTURELAB FUTURELAB After all, there is an ever expanding universe to play with “The workers should appropriate the means of production”

  18. FUTURELAB FUTURELAB And engagement goes deep ... very deep 84% of Germans under 30 would rather give up their car or partner than live without internet or mobile telephone. Source: Bitkom study via Onlinekosten.de – March 2, 2009 72% of British male gamers would avoid having sex for a chance to try their hands on a brand new PS3-game. Source: PS3 Price Compare study, via Itproportal, March 3, 2009

  19. FUTURELAB The Sad Reality Many digital marketing herd activities just don‘t cut it either ... FUTURELAB

  20. FUTURELAB Banner blindness 1998!

  21. FUTURELAB Contextual advertising ...has just died

  22. FUTURELAB 62% % of marketers advised by agencies to advertise in games/virtual worlds 87% % asked to start/increase viral marketing spend on social networks 93% % told by agencies to begin/increase viral video spend Marketing Sherpa Ad:tech survey Lemmings?

  23. FUTURELAB The Advertising Technique Hype Cycle Hype 7 Isnt there a bit much? 6 5 4 3 Hey, actually this is cool 2 Hmm – what‘s this? 1 0 0 1 2 3 4 5 6 Naah, cant measure it Sooo 5 minutes ago

  24. FUTURELAB FUTURELAB Different Channel, Same Problem 78% of consumers consider in-stream advertising as ―intrusive‖. Half of viewers stop watching an online video once they encounter an in-stream ad. Source: Burstmedia, January 2008 29% of consumers leave a website that appears to be cluttered with advertising. Source: Burstmedia, December 2008 BANNER/AD BLINDNESS Only 13% of UK consumers pay attention to ads on social networking sites. NEW !! TWITTER SPAM Source: Ebay Advertising, March 2009

  25. FUTURELAB FUTURELAB Different Channel, Same Problem Reality Check What does this mean for the business??? “If I tell my Facebook friends about your brand, it’s not because I like your brand, but because I like my friends.” Mike Arauz

  26. FUTURELAB FUTURELAB ―Informed‖ consumers are much less reliant on advertising for product information Out of 20 media company blogs are ―least trusted‖ sources of information. Consumer product ratings/reviews are the second most trusted source. (Forrester, Q2-2008 ―The problem is not the [online] medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed‖ Eric Clemons

  27. FUTURELAB Is it all over?

  28. FUTURELAB It‘s only just begun

  29. FUTURELAB FUTURELAB Across the board ... MarCom Needs A Reboot

  30. FUTURELAB Image: (c) Adambooth The Core Issue People who live near train lines adjust to the noise. They do the same with advertising. FUTURELAB

  31. FUTURELAB FUTURELAB BRANDS HAVE TO STOP BEING NOISE Communication-wise

  32. FUTURELAB FUTURELAB Imagine instead … Getting consumers to embrace the message

  33. FUTURELAB FUTURELAB Harry Potter Books ( + 3000 pages) General Hospital (11,800 episodes) The Matrix Star Academy Fan Protest Save Jericho Harrypotterfanfiction.net (54,000 stories) Of Gods and Men • • • • • • • It can be done

  34. FUTURELAB FUTURELAB Talking about what YOU want to say Interrupting me Treating me like any other 35-45 year old male

  35. FUTURELAB Relevance Relevance Engagement € Reputation Engagement Reputation FUTURELAB

  36. FUTURELAB OUR VISION ON MARKETING Relevance FUTURELAB Relationship Reinforcement Reputation Engagement Relevantie x Interactie(?) x Reputatie = $$$

  37. FUTURELAB Relevance Relevance Engagement € Reputation Engagement Reputation FUTURELAB

  38. FUTURELAB To make me pay attention, stop looking at yourself BRAND-CENTRIC COMMUNICATION PLANNING HUMAN-CENTRIC COMMUNICATION PLANNING Starts from what the brand wants to say and how to efficiently get it to pre-defined homogeneous audiences. Starts from what the customers want to “hear” and being relevant to their situation, environment, interests and needs.

  39. FUTURELAB FUTURELAB Illustrating the point How to advertise at a busstop?

  40. FUTURELAB Brand/Media-Centric Communication Planning You need to get extreme to get noticed FUTURELAB

  41. FUTURELAB FUTURELAB relevance = f(personality, need, situation) Human Centric Communication Planning What would this boy want to hear?

  42. FUTURELAB Human Communication Planning A World of Opportunity I consume a massive amount of content every moment of my day … it’s just not yours. This means someone is doing a better job than you are. Audio/Video Podcasts Books & Magazines Mobile Television Social Applications Story Posters Busstop Conversations Mobile Games FUTURELAB

  43. FUTURELAB FUTURELAB relevance = f(personality, need, situation) When it comes to marketing communications Don‘t look at the box, look at the person

  44. FUTURELAB Welcome to the Marketing Revolution Introduce Human-Centric Communication Planning TODAY: STRUCTURAL SOLUTION Take your existing plan and ask yourself ―what‘s in it for the customer to give me his media-time?‖ Establish a ―human driven‖ communication planning model How can I make it more relevant and interesting? And if you don‘t know, go into the street and ask. Why would he pay attention to me? FUTURELAB

  45. FUTURELAB INSIGHT Understand what truly drives your customers FUTURELAB

  46. FUTURELAB What is my customer trying to tell me?

  47. FUTURELAB The same coffee bean Cost per cup on the futures market < 1 cent in a package at the grocery store 5-30 cents in a cup by the roadside €1 in a cup in a cafe €1 - 5 at a deluxe restaurant €5 – 10 in a perfect espresso in Venice together with the one you love Who cares? Insights are about money

  48. FUTURELAB Choice drivers and decision makers

  49. FUTURELAB Preference Purchase Repurchase Loyalty Advocacy ―does it look nice‖ ―is it a good drive‖ ―could I afford it‖ ―is it easy to buy‖ ―is the quality good‖ ―repair service ?‖ ―Will they give me a good fleet deal‖ ―Do other people think I‘m cool‖ For every step of the journey

  50. FUTURELAB The Customer Journey 6/05/2011 50

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