© 2005 Perceptric Partners
perceptric
unconventional wisdoms
Chris Gilbey and Richard McKinnon
© 2005 Perceptric Partners
we are transitioning
Then to now… conventional to unconventional… it’s a world where the
contrarian view drives the optimum outcome
© 2005 Perceptric Partners
benjamin franklin said:
“Tell me and I will forget. Show me and I might remember. Involve
me and I will understand”
© 2005 Perceptric Partners
we live in
The age of involvement
© 2005 Perceptric Partners
things have changed
© 2005 Perceptric Partners
before
Life imitated art
© 2005 Perceptric Partners
now
Life imitates IT(multi-tasking, P2P information etc)
© 2005 Perceptric Partners
before
Conventional Wisdom
© 2005 Perceptric Partners
now
Unconventional Wisdom
© 2005 Perceptric Partners
before
Hit Driven Product
© 2005 Perceptric Partners
now
The Long Tail
© 2005 Perceptric Partners
before
Press Conferences
© 2005 Perceptric Partners
now
Blog Conferencesand wikis and podcasts and…
© 2005 Perceptric Partners
before
Buying ads on a CPM basis
© 2005 Perceptric Partners
now
Creating intimate conversations with customers
© 2005 Perceptric Partners
before
Buy 30 second spot on Superbowl
© 2005 Perceptric Partners
now
Sponsored superbowl blog that goes on and on…
© 2005 Perceptric Partners
old marketing
mmmm…Mass Market, Mass MediaTell them what they need, stock the
shelves and hope the products move out the door
© 2005 Perceptric Partners
new marketing
Listen to what they say
Make everything available
Let the customer decide
© 2005 Perceptric Partners
rear vision marketing
Let’s keep doing what made us successful same quarter last year.
(Can’t get fired for that!)
© 2005 Perceptric Partners
perceptric marketing
Turn the conversation into commitment
Get married to the market
© 2005 Perceptric Partners
conventional
When mud is being thrown, just deny everything and stay on message
One company in Silicon Valley did this and a minor story about working conditions ended up damaging both the stock
price and their ability to hire the best and brightest
© 2005 Perceptric Partners
unconventional
Create a blog, join a blog, tell it like it is… because someone, somewhere will
- regardless of what you think
© 2005 Perceptric Partners
conventional
Hollywood Content
© 2005 Perceptric Partners
unconventional
Consumer Created Content
© 2005 Perceptric Partners
current marketing view
Whatever we’ve been doing = what we should be doing
Don’t allow employees to talk to people – who knows what they will say, and, for what reason?
Invoke compliance (SOX) to maintain status quo
© 2005 Perceptric Partners
better marketing view
Markets are conversations
A product is a conversation
Markets are sets of customers referencing each other
© 2005 Perceptric Partners
conventional
Ignore the blogosphere and it’ll go away
© 2005 Perceptric Partners
unconventional
Analysts read blogsJournalists read blogs
Early adopters create blogsShareholders are customers for information –
from blogs
© 2005 Perceptric Partners
new technology
People overestimate the short term impact…
People underestimate the long term impact…
© 2005 Perceptric Partners
Counterintuitive, contrarian, strategic, tactical…
Success in a Web 2.0 world
© 2005 Perceptric Partners
remember:
It’s not what you say, it’s what they hear
© 2005 Perceptric Partners