MAS Book Dennis Demori

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Dreams…

Imagination…

Creativity…

“In the beginner’s mind there are many possibilities, but in the expert’s mind there are few”

- Shunryu Suzuki, Japanese Zen priest

[email protected] http://dennisdemori.com/

Dennis Demori Communications Strategist 24 Haven Avenue South, Ronkonkoma, NY 11779

[email protected] Cell: 617-513-9013 Twitter: @DennisDemori Blog: http://dennisdemori.com/

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Let’s explore more possibilities…

About MeCase Study– Ad

Council Case Study – MTN

DEWCase Study – NYTimes.com

Resume

Slideshow presentations are available at:

http://www.slideshare.net/DennisDemori

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ABOUT ME

I think we can learn a lot from other industries and cultures, so I’m always looking at outside sources for relevance and ideas.

Think Outside The Box

[email protected] Blog http://dennisdemori.com/

The Possibility of… A Fresh Perspective

This is me during my Black Belt test

My Interests

Mutual funds, real estate, sales, mortgages, bartending, recruiting, training, business development

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Past Work

When you get your Black Belt, you also receive a title:

Sensei

Sensei is the Japanese word for instructor. Ironically, the best instructors are usually the best students.

As a new Planner, I believe my dedication to constantly learning, questioning and reevaluating will be a huge asset.


Case Study

UNDERAGE DRINKING PREVENTION

The Possibility of… Putting Family First

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BackgroundDespite modest declines, underage drinking

(among teens 11-17 yrs old) remains at alarming levels

The Issue

Parents know underage drinking has a myriad of negative effects, yet haven’t been more proactive in

stopping it

Audience Analysis: Parents

The Disruptive Idea

The Key Insight: Spending more TIME with your kids is the best thing you can do


Parents have HEARD these messages (scare tactics) for years – we need to move past

INFORMING parents to giving them ACTIONABLE behaviors.

We talked about how European attitudes towards alcohol consumption. They don’t stigmatize alcohol – it’s just a part of life . We compared this cultural observation to our own immigrant families’ feelings about drinking. Our research helped us confirm that kids who spend more time with their parents are considerably less likely to use alcohol.

Parents Are NOT a Homogeneous Bunch

• ENABLERS think it’s safer if their kids drink at home• FATALISTS think there isn’t anything they can do• DENIALISTS don’t think their kids drinks

• ANTI ROLE MODELS have alcohol issues

The Thinking Behind

This Strategy

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- CREATIVE BRIEF -WHAT IS THE PROBLEM?

Parents have repeatedly heard the “underage drinking is bad for your kids” message, but haven’t gotten more involved. WHAT ARE WE TRYING TO ACHIEVE?

Change the current dialogue with parents to give them tools to positively reduce underage drinking among 11-17 teens.TO WHOM ARE WE SPEAKING?We’re speaking to parents of 11-17 yr old teens who are already aware of the fact that underage drinking is negative, but feel helpless.WHAT DO THEY CURRENTLY THINK?

“I know this is a problem but there’s very little I can do…they’re going to do it anyway.”WHAT DO WE WANT THEM TO THINK?“There IS something I can do about it, and it’s a lot simpler than I would have ever thought. It just makes sense.”

WHAT IS THE SINGLE MOST PERSUASIVE IDEA WE CAN CONVEY?

Stop Making Excuses – Spend More Time With Your Kids WHY SHOULD THEY BELIEVE IT?

The single most effective thing a parent can do to prevent underage drinking is spend more time with their kids.• Teens who have dinner with their families frequently are less likely to use alcohol than teens that don’t• Additional benefits include improved academic performance and reduced drug/tobacco abuse• Contrary to popular belief, an overwhelming majority of teens would prefer having dinner w/ their families than eating aloneWHAT ARE THE GUIDELINES?• Ad Council (www.adcouncil.org) operates w/ a limited budget & mostly donated media• What can we do to cause a real impact & empower parents? Perhaps it doesn’t stop w/ the message & goes into giving tools to influence the ACTION we expect them to take Tone: positive, empowering


Underage Drinking Prevention

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CAMPAIGN - MakeTime.com“Teen Drinking Stops With Parents”

These billboards would be reserved for large spaces in areas of transit. Inside the “Make Time” headline are excuses parents make for not spending time with their kids. These ads were also designed to increase web traffic.

PRINT WEB

The website was created to give parents a forum to communicate with one another and as a source of ideas/activities for parents to get more involved with their kids.


OUTDOOR


Case Study – MTN DEW

The Possibility of… Innovation

Mtn Dew is no different than any of these other companies. They all have a history of innovation – of being bold and unafraid to shake up the status quo. Great brands realize that being innovative isn’t about taking an occasional risk –it’s about ingraining change in your culture from the very beginning.

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BackgroundThe CSD category has been slowly declining while enhanced water and energy drinks have been growing at a fast rate.

Business Analysis The ProblemEnergy drinks (like Red Bull) are eroding the CSD segment and the genre (extreme sports & gaming) that MTN DEW has stood for. Competing only in the extreme arena is not sustainable for MTN DEW in the long run.

Audience Analysis

The Opportunity

Through our research we found that Mtn Dew has always had a rebellious brand that didn’t follow conventions – it established them. They have a heritage of supporting emerging trends in the youth demographic, from Xtreme sports to gaming.

By analyzing our target’s media habits, we know that they love watching/sharing/creating videos. We can build on this with MTN DEW supporting up-and-coming comedians on YouTube. This makes sense because MTN DEW’s recently expanded their support to emerging artists and musicians.

THE KEY INSIGHT: MTN DEW is the FUEL in the quest for what’s next

MTN DEW has a history of innovation. We can position the brand to emerge as the leader in an untapped territory for young males.

The young guys who have been fans of MTN DEW are thrill-seekers who believe In brands that support their interests. Our target will follow MTN DEW’s new direction if it feels the brand supporting an emerging trend that’s a natural extension of the brand.


The Thinking Behind

This Strategy

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- CREATIVE BRIEF -WHAT IS THE PROBLEM?

Mountain Dew (MTN DEW)’s been bullied out of extreme genre by newer/bolder energy drinks; struggling to figure out what to align w/ next.WHAT ARE WE TRYING TO ACHIEVE?

Increase consumption of MTN DEW by broadening its appeal & making it stand for something its target can get behind. TO WHOM ARE WE SPEAKING?18-24 yr old guys who can embrace a new genre we support. They’re on a never-ending quest to find the next thrill. WHAT DO THEY CURRENTLY THINK?“I know Mountain Dew has supported extreme sports and gaming in the PAST , but I don’t know what they stand for TODAY.” WHAT DO WE WANT THEM TO THINK?

“It’s really cool what MTN DEW is doing right now. I like the fact that they support something I’m already into.”WHAT IS THE SINGLE MOST IMPORTANT IDEA WE CAN CONVEY?

MTN DEW is the FUEL in my quest for what’s nextWHY SHOULD THEY BELIEVE IT?

• Fans are extremely loyal & involved; there’s even online petitions to bring back discontinued flavors• MTN DEW has always been about innovation: extreme sports, gaming (Game Fuel for Halo 3), flavors, etc• Expanded past the extreme genre into emerging music (Green Label Sound) & underground art (Green Label Art limited edition bottles)

MTN DEW is the #1 selling “single serve” soft drink – think vending machines, etc. • Our guys buy products from companies that sponsor things they believe in (like sports teams, games)• They’re constantly connected (mobile, online) & enjoy creating, consuming & sharing content• They notice out of home & transit advertising a lot• They don’t rely on TV to stay informed & don’t consider TV their main source of entertainment Brand personality: Non-conformist, innovative, leads the pack, in tune with youth culture


WHAT ARE THE GUIDELINES?

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CAMPAIGN: “Fuel The Funny”

Web

Interactive – Billboard & Vending Machine

There is a HUGE underground movement of emerging, young comedians on YouTube who post hundreds of videos on their own. MTN DEW has a tremendous opportunity to get into this category at an early stage like their did with extreme sports and latch onto an audience that already has many engaged fans.

We’re using the character of Dwight Schrute from “The Office” TV Show as the new face of MTN DEW because he’s funny & easily recognized by our target. Using him as a spokesperson also gives us many cross-promotional opportunities.

The executions were highly interactive and used advanced technology such as billboards with motion sensors & touch screen vending machines.

We knew from our research that highly interactive ads would increase user engagement, resulting in increased sales.


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The possibility of… a new identity

Case Study – NYTimes.com


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The Assignment: Change Perception

Business Problem

Audience Analysis

The Opportunity

THE KEY INSIGHT: NYTimes.com gives me the tools for smarter conversations.


NYTimes.com is perceived to be simply “the newspaper on the web” when in fact it’s a fully interactive news & information platform.

Let’s be honest – a simple ad campaign will not solve the NYTimes business woes. They’re operating on a broken business model just like the music and auto industries. They deserve to fail because they did not innovate years ago.

They SHOULD have created Craigslist and Yelp, but they didn’t. They don’t have to worry about online competitors – their biggest competition is the NYTimes itself and its inability to break away from tradition.

Our target is content users who are "grazers" that consume large amounts of information via web, mobile, etc.

They want to be informed and entertained, but more importantly, they want to share information to be seen as information portals themselves.

The NYTimes has made significant strides to expand beyond print: web, Kindle, multimedia, mobile, iPhone, opening the Archives, etc.

If we play on readers’ emotional & psychological needs to be connected and relevant people, we can create an effective awareness campaign that helps readers see the NYTimes.com in a different light.

Most people see the NYTimes as a reputable, legitimate news source. One of the reasons people read the NYTimes.com is that they themselves want to be seen by others as reputable, knowledgeable and newsworthy. The brand is an extension of how many readers want to be perceived. This is a insight I read about in “The Culting of Brands.”

The Thinking Behind

This Strategy

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- CREATIVE BRIEF -WHAT IS THE PROBLEM?People see the NYTimes.com as a repackaged version of the newspaper when in fact it’s a much richer source of news & multimedia.WHAT ARE WE TRYING TO ACHIEVE?Increase traffic to NYTimes.com.

TO WHOM ARE WE SPEAKING?

NYTimes-minded readers in their 20’s & 30’s who are active web participants and more likely to share content. These content users are “grazers” who consume large amounts of info via web, mobile, etc. They enjoy being informed, but more importantly, they want to be seen as information portals themselves.

WHAT DO THEY CURRENTLY THINK?“There’s no difference between what the NYT print & online versions offer readers.”

WHAT DO WE WANT THEM TO THINK?“The depth of the NYTimes.com keeps me ahead of the curve in a way the newspaper can’t.”

WHAT IS THE SINGLE MOST IMPORTANT IDEA WE CAN CONVEY?

WHY SHOULD THEY BELIEVE IT?• History of quality journalism• Website offers blogs, videos, visualization charts, slideshows, archives, etc.• Facebook Fan page, YouTube channel, Twitter content, iPhone app, Kindle , Times Reader

• NYTimes is having serious financial problems – we need to use a VERY economic campaign• Think of web content that is “sticky”: slideshows, videos, visualizations, etc.• Executions need to be RELEVANT to audience – think geo-utility• TONE: Intelligent, forward-thinking

WHAT ARE THE GUIDELINES?

NYTimes.com gives me the tools for smarter conversations.



CAMPAIGN: “It’s Not A Newspaper”

Print

Web

GPS

Print campaign: The idea is to illustrate things people associate with newspapers, like getting ink smudge on your hands, and drawing a clear line between the newspaper and website.

GPS: We thought one of the major benefits of the NYTimes.com was the Archives. We combined this idea with cell phone GPS to provide geographically relevant news. Example: Grand Canyon.

Web campaign: Video sites like Hulu provide an excellent opportunity during commercial breaks to engage an audience. Using targeted ads with NYTimes related content, like crossword puzzles or current events where people can voice their opinions, we could drive more traffic to NYTimes.com.

Date post:	29-Nov-2014
Category:	Business
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