Primate Presents: Big brand thinking

But first… A brand quiz

Nike

Turnover: $28bn UK Marketing budget: £100m

adidas

Turnover: $17.1bn UK Marketing budget: £68m

Reebok

Turnover: $2bn UK Marketing budget: £4m

Speedo

Turnover: $500m UK Marketing budget: £3m

Turnover: $1.2bn

Li-Ning

Turnover: $1.2bn UK Marketing budget: £0m

Why is that important?

BRAND

= trust and awareness = engagement

= emotional investment = financial investment

BRAND MARKETING

BRAND

Who am I?

Ed Waterston Director of Creative Strategy – Waterston Tanner & Co. Product and Marketing Director: Cannondale, GT, Mongoose, Schwinn (Australia) Business category manager (cycling, court sports): adidas Northern Europe UK Head of Marketing: SCOTT Sports

ed@waterstontanner.com @edwaterston @w_t_co w-t.co/blog

What is big brand marketing?

Everything.

(biased?)

Science

Art

Process

Customer

Solution

Access points

Activation Commercial 360°

Supporter

Cause Access

points and activation

Charity 360°

Supporters

The Supporter

Know everything about your

potential supporters.

The Supporter

Psychology.

The Supporter

Awareness = Repetition

The Supporter

Engagement = The reward system

and/or emotional disruption.

The Supporter

Dopamine

The reward system

Tangible reward

Emotional Reward Tangible reward

Emotional Reward Tangible reward

Emotional Reward

The Supporter

Reward

Charity shops

Fundraising events

Television donation campaigns

Tangible reward

Emotional Reward Tangible reward

Emotional Reward Tangible reward

Emotional Reward

The Supporter

Reward

Charity shops

Fundraising events

Television donation campaigns

Impo

rtan

ce o

f em

otio

nal e

ngag

emen

t

The Supporter

The Hypothalamus

Emotional disruption

The Supporter Emotional disruption

The Cause

The Cause

Product.

The Cause

Your message.

The Cause

Emotional disruption versus the reward system

The Cause

Emotional disruption

The Cause

The reward system

The Cause

Education.

The journey of self discovery.

The Cause

The Cause

Alignment

Gap Reduction Supporter

Cause

Access and activation

1995 ENGAGED

Seven Views

2014 AWARE

2014: Thirteen Views ENGAGED

Relevant, aligned, disruptive content

Access points and Marketing activation

Marketing activation - commercial

Celebrity  endorsement  

Advertising  and  PR  

Events  

Mailing  lists  

Website  

Repeat  

Conversion  line  

The  line  of  engagement  

POP  

Marketing activation and touch points - Charity

Advertising/ Celebrity

Endorsement Events Mailing

lists Website Face to

Face Fundraising

Shops and product

alliances

Conversion  line  

Social Media

Advertising/ Celebrity

Endorsement Events Mailing

lists Website Face to

Face Fundraising

Shops and product

alliances

Conversion  line  

Holistic, aligned, consistent campaign message and content

Social Media

Marketing activation and touch points - Charity

Marketing activation – The MAMIL Example Advertising/

Celebrity Endorsement

Events

Mailing lists

Website

Shops and product

alliances

Soci

al M

edia

Celebrity cyclist endorsement - print, digital,

television and out of home advertising.

Cyclo-sportive endurance event with minimum sponsorship for entry

Stranger sponsorship of participants using cyclist fundraiser profiles – celebrity/public

Exposure and sign-up on the website

Partnership with sports apparel company to produce event specific range, merchandised in

charity shops

Supporter

Cause Access

points and activation

Charity 360°

Thank you!!