Brand Building: One 2 One

transcript

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It’s Not Mad Men Anymore

The Agenda

• Who’s On First• Let’s Define Marketing• Fire All The Brand Managers• What Do We Mean By One 2 One• Kings And Queens• Story Building Vs. Story Telling• ZMOT• It’s Complicated – Two Case Studies and TESCO SK• An Explosion• The New Reality Of Brand Building

Who’s on First – A Marketing Parody

Continue to next slide to view video

Do these guys remind you of how your marketing team creates a Brand Building campaign?

Author and marketing guru Seth Godin said it best…

IF YOU GO OUT OF BUSINESS TOMORROW

NO ONE WILL CARE, SO DO SOMETHING

REMARKABLE, OR QUIT.

Let’s Define Marketing

http://bit.ly/HHbZZs

Back in the day, it was said that if you asked ten economists a question, you got ten opinions.

Today, if you ask ten marketers a question, you get 20 opinions

Take a minute to write down your definition of marketing. (Not easy, is it?)

Then go to the next slide and see ours (Don’t peek)

Takeaway #1

It’s What We Do to

Influence the Next Sale.

(Everything Else Is

Background Stuff.)

Marketing…

Fire All the Brand Managers

They Focus On The BRAND

Brand Building (And Re-building)

Requires A WIDER FOCUS

Wider Focus• The Marketplace• Competition• Consumers• Customers

Brand Building

Mass Media• Reach• Frequency• Static• One way • Linear

PR• Short lived• Tight focus• Event driven

One 2 One• Dynamic• Two way• Flexible• Amplification

One 2 One – What Do We Mean

It’s About Connections And

Engagement

Overlooked• Wasn’t Sexy• High CPM –

Direct Mail• Misunderstood Impact

Word Of Mouth On Steroids • Driven By Technology• Fueled By Data• Accelerated By Knowledge• Actionable And Responsive

Takeaway #2

Brand Building Is Not One

Dimensional

One Size, One Message Does

Not Fit All

One Channel Is Never The

Answer

Technology• Multi-dimensional• Rollercoaster ride• Light Speed

Consumers (B2B & B2C)• Multi-dimensional• Rollercoaster ride• Light Speed

Marketing• Multi-dimensional• Rollercoaster ride• Light Speed

The New Marketing Reality

• Data Is KING• Brand Building Initiatives Will

Not Succeed Without Marketplace Knowledge– Consumers– Competition

• Data That Is– Knowledge Based– Insightful– Actionable– Timely

• Content Is QUEEN• The Message Is Critical

– Not Product Focused– Not Service Focused– Customer Focused

• Segmentation Creates Relevant Messages– Up Close And Personal– Specific Triggers That

Influence The Next Sale

Takeaway #3 – Kings and Queens

Story Building Vs. Story Telling

Traditionally, Marketers Were The

Story Tellers

New Paradigm In Brand Building• Build The Story

Takeaway

Do It In Cyberspace

In 140 Characters

Or Less

• Old Media– The STIMULUS– The Genesis Of Brand Building

• MOT - A P&G Concept– Fmot– Smot

• ZMOT – A Google Concept– Zero Moment Of Truth– Critical New Concept– First Step Of Engagement

• New Media – The Buying Decision Journey Has Changed– What Once Was A Message Is Now A Conversation– Word Of Mouth Is Stronger Than Ever And It’s Digital

ZMOT – Takeaway #5

Remember the G3M Definition of

Marketing.

Brand Building – Winning ZMOT

Brand Building Example

Initiative• Create A New Database Driven Marketing Model That Takes

Advantage Of Near-time Technology• Use “Triggers” To Initiate Engagement And Drive Organic Growth

Opportunity• Expand Market Penetration And Market Share

• Brand Building Challenges – Questions, Questions, Questions– What Is “The Market?” Can We Expand The Market?– Who/What Is The Competition?– How Do We Describe The Product? What Does It Do?– How Does Our Product Compare To Competition? – How/Why Is It Better?– What Do We Name It?– How Do We Price It?– How Do We Take It To Market?– Who Are Potential Customers? How Do We Reach Them?How do we build the story One 2 One?

Retail Supermarket Chain

Background• #2 In Market• Fewer Stores Than #1

Challenge• Increase Business• Protect Margin• Don’t Add Stores

Brand Building – TESCO QR Code Subway Store

It’s Complicated

Multiple Channels• All Play A Role In

Building The Brand• Easy To Screw Up• Blend Old And

New Media Channels

The Story• Multiple Ways To

Build It• Every Channel Is A

New Delivery Channel• Mass• Direct• Social• Mobile

The Explosion of One 2 One - Social Media Revolution 2011

Dangerous Curves Ahead – Takeaway #6The New Reality of Brand Building

Brand Building Is Not Easy Understanding The Brand’s Challenges

Is The Critical First Step Marketplace Customers Competition

Building The Story For Multiple Channels Influencing The First Of Many Sales Being Relevant And Immediate

One 2 One Pop Quiz

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Open Link

Text POPQZ

To 96362

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