Brandhomies Erik and Jef were invited to speak at EXMA 2016, at Bogota, Colombia. As thé largest marketing platform of South-America, the conference was home to over 5000 attendees to provide them with the most groundbreaking insights on marketing. This year, Brandhome was keynote speaker to discuss infobesity and Meaningful Marketing, next to marketing pioneers Uri Levine and Marc Randolph.
At Brandhome, we are eternal students, constantly looking for ways to expand our knowledge on marketing, this while sending some of our insights back into the marketing world. As experts in storytelling we always strive to create meaningfulness. This is a responsibility we take and endow in everything we do. After a week of creative and strategic expositions on marketing, networking, and also blowing off some branding steam, our Brandhomies came back fully inspired, a feeling they would also like to share with you.
4. ERIK SAELENS
FOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME
41 YEARS
LIVE IN ANTWERP, BELGIUM
MARRIED, 2 DAUGHTERS
HOBBIES
5.
6.
7.
8. PART 1: WHAT IS A BRAND?
PART 2: INFORMATION OVERLOAD
PART 3: IS THIS MEANINGFUL MARKETING?
PART 4: THE MEANINGFUL MARKETING PROCESS
PART 5: STORYTELLING
PART 6: MEANINGFUL MARKETING MESSAGES
TOPICS
55. THE BAD NEWS: WE CAN’T KEEP UP WITH THE IMMENSE
INCREASE OF INFORMATION PRODUCED
1950
consumable content
1960 1970 1980 1990 2000 2010
availablecontent
perceived
opportunity}
actual
opportunity}
…
*Davis; 2014
56. INABILITY TO ABSORB
AND PROCESS ALL
THE INFORMATION TO
WHICH WE ARE EXPOSED
INFOBESITY
57. Stress-related illness contributes
up to 30 sick days a year
INFORMATION
OVERLOAD
THE FACTS Information overload costs the
U.S. economy $900 billion a year
42% attributed ill-health
to this stress
63. € 200 000 000 000
= the budget spent on overloading people with information
64. ARE MARKETERS RESPONSIBLE?
FIND A WAY TO MAKE PEOPLE DEAL WITH
THE OVERLOAD OF INFORMATION
DECREASE INFORMATION IN QUANTITY/
INCREASE INFORMATION IN QUALITY
QUALITY > QUANTITY
69. Savings have become more important than ever,
so people will proactively search for it.
THE CONTEXT HAS CHANGED,
AND SO HAS CONSUMER BEHAVIOUR
70. If the price is acceptable, they are
still loyal to their favourite brands.
THE CONTEXT HAS CHANGED,
AND SO HAS CONSUMER BEHAVIOUR
71. A lot of consumers trade down and buy cheaper brands or private labels.
If they do, they often don’t go back to the first ones.
THE CONTEXT HAS CHANGED,
AND SO HAS CONSUMER BEHAVIOUR
72. They are selective splurgers.
THE CONTEXT HAS CHANGED,
AND SO HAS CONSUMER BEHAVIOUR
73. They don’t stick to one channel.
THE CONTEXT HAS CHANGED,
AND SO HAS CONSUMER BEHAVIOUR
74. Up to 75% of digital
advertising is NEVER seen
75. Up to 75% of digital
advertising is NEVER seen
How do we prevent this waste of money?
76. HOW TO PREVENT WASTE OF MONEY?
BUILD BRAND MEMORY STRUCTURES
IN THE MINDS OF YOUR CONSUMERS
COMMUNICATE QUICK
STICK TO THE CORE OF YOUR MESSAGE
BE EASY TO RECOGNIZE
MENTAL
AVAILABILITY
77. HOW TO PREVENT WASTE OF MONEY?
PHYSICAL
AVAILABILITY
WHICH LANDSCAPES ARE ALREADY SATURATED?
DON’T GO THERE
BE WHERE THE BUYING IS
- ADVERTISE CLOSE TO YOUR SELLING POINT
- BE PRESENT WITH YOUR PRODUCTS
CLOSE TO YOUR (DIGITAL) ADVERTISEMENTS
78. HOW TO PREVENT WASTE OF MONEY?
=meaningful
marketing
MENTAL
AVAILABILITY
PHYSICAL
AVAILABILITY
DON’T NARROW TARGET AUDIENCE
TARGET IN DIFFERENT WAYS
GET TO KNOW YOUR AUDIENCE &
TARGET ON LIFESTYLE
… NOT ON DEMOGRAPHICS OR
SEGMENTS
80. MEANINGFUL MARKETING
=
BEING MEANINGFUL IN YOUR MARKET
READ: USE YOUR MARKETING IN A MEANINGFUL, TARGETED WAY
IN ORDER TO CONTRIBUTE OR IMPROVE YOUR CUSTOMERS’ LIFE,
THE COMMUNITY, SOCIETY AND THEREFORE YOUR BUSINESS AS WELL.
81. WHEN IS MARKETING MEANINGFUL?
IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING
82. WHEN IS MARKETING MEANINGFUL?
IF THE MESSAGE HAS THE RIGHT TIMING
IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING
83. WHEN IS MARKETING MEANINGFUL?
IF THE MESSAGE HAS THE RIGHT TIMING
IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING
IF THE MESSAGE ADDRESSES YOU IN A PERSONAL WAY
84. WHEN IS MARKETING MEANINGFUL?
IF THE MESSAGE HAS THE RIGHT TIMING
IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING
IF THE MESSAGE ADDRESSES YOU IN A PERSONAL WAY
IF THE MESSAGE IS NOT ABOUT THE SENDER, BUT ABOUT THE RECEIVER
87. Spend it on
online banners
for bottled water?
Build 10 water wells
in poor African
villages?
If you were a drinkable water brand, would you:
88. Spend it on print
advertising
in magazines for
running shoes?
Organize free courses
to educate people
how to exercise and
run healthy?
If you were Nike, promoting running shoes, would you:
89. Spend it
on advertising in
newspapers
for banks who sell
mortgages?
Organize workshops
to teach young people
how to deal with the
financial aspect of
living by yourself?
If you were a bank, would you:
90. Invest €100K in
promoting jobs to find
the right skills?
Invest €100K in people
to make their skills
match the needs of the
market?
If you were a HR company, would you:
91. Spend it on
a TV campaign for
your detergents? Clean up 5 km2 of the
City of Bogota?
If you were a detergent manufacturer, would you:
124. 1.Be a resource of information that helps people solve their problems
2.Become a strategic partner for businesses that complement yours
3.Reward your loyal customers by surprising and delighting them with special gifts or offers
4.Give people the ability to define themselves toward others
5.Stand for something more than your products or services
6.Communicate in a relatable way
7.Play a role in improving your customers’ quality of life and well-being
8.Tap into social data to discover customers’ wants and needs, and create targeted, personalised campaigns
9.Communicate at the right time and place and make your message relevant
10.Don’t be a pipeline, become a platform