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Wake up call

The power of your brand lies with your customers They choose to watch your ad (or not) They decide to read your collateral (or not) They may speak positively about you (or not) They hold the money we all so desperately want. Wake up call.

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Wake up call

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  1. The power of your brand lies with your customers They choose to watch your ad (or not) They decide to read your collateral (or not) They may speak positively about you (or not) They hold the money we all so desperately want Wake up call

  2. “…direct experiences drive brand perceptions more than traditional advertising…partly due to flagging consumer confidence in advertising messages.” 93% of Americans surveyed by Yankelovich “do not have great confidence in the advertising messages of large corporations.” And resistance to traditional advertising is cresting The KISS mantra

  3. The advertising age 2% conversion The post-advertising age 100% engagement What is success? Engagement

  4. Rich content gets engagement Relevance

  5. Because it rates high for relevance… Entertainment

  6. …and for entertainment Saved & filed

  7. And, good news for B2B marketers, such content gets saved and used. Independent

  8. June 14, 2006 What keeps Brown up?

  9. The creative problem 2005: Stuffy 1950s-style graphics Focus on UPS: We did this and we did that… No engaging story. No thought to the audience. 2006: New approach

  10. The creative solution Modern business-magazine design Focus on the customer: Fortune-style profiles of success Switch from illustration to photography to make it real Engaging stories about what Brown did for its customers. The bigger problem

  11. The bigger problem 2006: Multiple overlapping magazines delivering uncoordinated messages Some 2mm+ copies printed and mailed 2-6x per year The bigger solution

  12. The bigger solution 2007: Reduce to one magazine delivering coordinated, versioned stories to carefully defined audience segments Under 1mm copies printed and mailed 4x per year Compass web

  13. A survey of 5,000 reader-customers determined that: • 92% enjoy reading the customer profiles • 35% have been prompted to try a specific UPS product or service after reading an article • 69% pass their copy to others in their company to read • 87% would prefer to continue to receive their magazine in the mail versus electronically Metrics Metrics

  14. A survey of 5,000 reader-customers determined that: • 92% enjoy reading the customer profiles • 35% have been prompted to try a specific UPS product or service after reading an article • 69% pass their copy to others in their company to read • 87% would prefer to continue to receive their magazine in the mail versus electronically Metrics

  15. The even bigger solution 2007: Using the 7-figure savings on paper and printing, create new customer-facing web site, monthly email newsletter Total new content: Up 300% Drive to web tactics

  16. Needed brand platform

  17. Needed a brand platform to unify B2B communications Workshop

  18. Two-day workshop revealed: It was too late for newspapers – written yesterday, printed last night, read today While the competition is instantaneous: Bloomberg, CNN, Sky, etc. Reality had shifted

  19. Epic 2015 Viewspaper

  20. Two-day workshop revealed: A Viewspaper, not a newspaper Brand platform

  21. Movie

  22. UPS

  23. Thank you

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