3. What this isn’t about
More Social Media
Stuff
– That if Facebook was
a country it would be
the world’s third
largest
– Tweet or die
– Your Google Analytics
Account
– Or why you need to
be on LinkedIn
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4. It’s about Food for thought for your
‘Marketing Mind’
What if anything has shifted
about marketing?
What does this mean for your
business?
How some businesses are
responding to the challenges?
Inspire your ‘fresh lens’ thinking
( one good thought is enough)
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5. It was simple back then
Marketing was all about telling
people how great we are and we
had it covered
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6. There was often a ‘plan’
We dedicated a whole
strategy day to it reviewed it
every 12 months
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7. It was about products
Drink Drink I’m
Me Me
New &
Too
Special
We gave the consumer what
we thought they needed, new
products all the time, when
we wanted to sell them your name
8. We dedicated resources
A Marketing Manager, a Part
timer or someone with a
sales background
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9. We had Marketing Gurus on tap
We read BRW, practised the
KISS Principle, went to the
industry forums
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10. We followed the M101 rulebook
4Ps, Target Market, 80/20
rule Check!!!
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11. We physically attached our brand to
a lot of things
Signage, Labels, Websites,
Fliers, Products, PR to get
our brand ‘out there’
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12. We repackaged and tweaked for
a fresh look
When consumers (and us) got
bored
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13. This was all good practice, once
But now its ‘Vintage Marketing’
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14. Where Marketers were...
Information rich but insight poor
Companies collected or subscribed to the
identical research
Little competitive advantage
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‘Infobesity’ prevailed
15. Then gradually marketers got the
wake up call
Marketing information managers replaced by
“insight managers”
Product managers are now “segment” or
“category” managers
‘Voice of Consumer’ in all areas of a company’s
operation
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16. The good news – ‘USP’ is here to
stay
We still want to offer
customers something we do
the way we do it – that will
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never change
17. What happened?
Social media, of course
But more than this
there is now a different
landscape to market
within....
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18. Since then Marketing has
undergone a massive shift
Everything is Marketing and
Marketing is everything
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19. Marketing has grown a huge
number of hats
Consumer insight, Key Influencers,
Stakeholder relationships, community
management and engagement,
touchpoints, signature events,
corporate responsibility, sustainability,
customer experience, product your name
useability , spokespeople, sponsorship
20. To think about just bolting on
‘Marketing’ these days is
meaningless
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21. Everything about your customers’
experience is marketing
Doesn’t matter if its not product
related
Or occasional
Or out of your control
It all adds up your name
22. Very simple tools for extracting insights from
consumers are now at our disposal
Framing Immersions Touchpoints
See things Get closer to Identify the
from the consumers’ ‘Go-zones’
consumers’ experiences to engage
POV
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23. ‘Real world’ framing
The ‘Aunty Pat’ test ...
“What is this all about?”
‘Zoom out’ to for a fuller perspective
How would a consumer respond?
‘Open a door’ to new thinking
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24. There doesn’t seem to be a ‘one size fits
all’ toolkit any more
Marketing that works for you might
be unique
There is no standard approach anymore
Your best avenues may lie outside your business
control your name
25. Something old, something new
• Tele g r ams for • Interflor a
special ‘Random Acts of
occasions Kindness’
– Personalisation in a – Brand is more than
sea of ‘same-same’ the product
– Retro trend – Emotional hook
– More occasions – Create buzz outside
of key purchase
periods
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26. The ‘competitive set’ is shattered
‘Competition’ has exploded
outside traditional paradigms
Defining what business you are
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really in is crucial
27. Ask what is your most fertile
marketing territory?
• Le go – Toys? Or ‘Adult
Escapism’
• Cof fee Shop – Coffee?
Or ‘Family Rituals’
• Real Estate Agency –
Selling Houses ?or
‘Welcoming’
• Photog r aphic studio
– special occasions or
‘spreading gratitude’?
• V ir gin – airlines, credit,
records or ‘infinitely
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better experiences’
28. Also remember, everyone has a role,
defined or not, in marketing the business
Staff and families
Suppliers and Retailers
Industry Influencers
Local community
International partners your name
29. Segments have Imploded
The individual is at the fore
The Village is returning
Consumers are well travelled
Lifestyle/touchpoints more important than
demographics
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30. It’s Playtime for Marketing
Experimentation
Disruptive
Stretching your territory
Not just Social Media! your name
31. 24/7 Opportunities
Market while you sleep
Decision making is ‘out of the store’ why
shouldn’t marketing be?
What connections could you be having in the
consumer space?
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32. Target ‘Moments’ in Consumer’s World
Unexpressed Wants
Convenience Orientation
Solve a problem
Tap an adjacent trend
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33. ‘Fresh lens’ on targeting
Thinking differently = newly minted marketing ideas
• Photography Business – sought
new Wedding based occasions to
set apart service– inspired ‘first
look’
• Lingerie company – previously
locked into special occasion - now
offers yearly subscription for
underwear ‘surprises’
• Wine store –
couldn’t battle large liquor stores -
introduced BYO food concept
trading off local eateries
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34. Brands cant rely on visual platforms
anymore
Communications need to be just as
cohesive outside 2-D
and fit with Business is imperative your name
35. The ‘New
Consumer’ also
requires us to
rethink
marketing
Consumers as we knew
them have left the
building
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36. Must be about Convenience
Consumers are fatigued by
sales, uninspired by
department stores, poor
service and ubiquitous
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offerings and look elsewhere
37. New Consumer is marketing savvy
They are well educated in
marketing speak so also
highly cynical
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38. ‘Whatever’, ‘We’re busy’
Businesses must be accessible
You have ‘15 secs’ and no
one is interested in a sales
pitch
Consumers are impatient,
(somewhat lazy) and easily
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distracted
39. Connect, it’s more than just talking
at consumers!
Consumerism is Out!
Your connection points can
be anything and everything
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not just around what you sell
40. It’s all about me, individuals seeking
more than transactions
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41. Let consumers truly ‘own’ the purchase
experience
• ‘Shoes of Prey’
• Totally Customised Shoe
• Creative experience takes shopping into ‘design’
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42. Word of mouth trumpets other media,
some comfort there?
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43. But is this tried and trusted source is
also declining?
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44. The Answers?
Don’t rely on conventional
marketing wisdom that
everyone is using
• Don’t think like a marketer!
• Forget the traditional
consumer model
• Connect with ideas in all
arenas
• Insight driven marketing
• Use ‘fresh lens thinking’ to
understand your territory
• Clear and consistent Branding
• Market Research
Not as one offs
• Ongoing Trial and evaluation but
CONSTANTLY!!!! your name
45. The key to the new consumer is
‘Surprise me’ if you want to keep my
business
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46. Thank you and happy ‘fresh lens’
marketing!
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