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Primate Presents: Big brand thinking
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
[email protected] @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!!
