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Let’s Get Personal!
- How to Change Your Marketing
Approach and Get Noticed -
By: Nataša Djukanović
About ME
Natasa Djukanovic
Marketing manager of .ME
Testing marketing methods
on digital natives
(my kids)
Social activist
• .ME is a country code top level domain of
Montenegro since 2008.
• .ME is a team of six
• .ME is for people
• It’s all about .ME
About .ME
Summary
• Explain the reasons behind the evolution of
marketing
• Name an abundance of examples to think
about and adapt
• Give tips and tricks to improve and
personalize marketing approach
MARKETING: THE VERY (VERY,
VERY) SHORT HISTORY
Human nature hasn't changed for thousands of years.
Information flow
From burning fires to alarm neighbors…
Information flow
To running
… to Hudson river plane crash
Information flow
Aug 16th 1960, 102,800 ft
Joseph Kittinger
WHERE DOES IT
ALL BEGIN?
Evolution of marketing channels
1450.
1890. 1864.
1922.
1941.
1950
characteristics
“what is
IT?”
1975
good side
“what it
DOES?”
2005
experience
“what do you
FEEL?”
2008
identification
“who you
ARE?”
Evolution of Branding
(1) Unique Selling Proposition
"Melts in your mouth, not in your hand”
M&M’s
(2) Emotional Selling Proposition
(3) Organizational Selling
Proposition
(4) Brand Selling Proposition
*5* Me Selling Proposition
USP  MSP
The audiences own the brands - at least,
they feel they do. It's the ultimate branding
achievement. - Martin Lindstrom
*5* Me Selling Proposition
ESP  MSP
OSP  MSP
Converse – Design Your Own
The team
The .ME community
Tip No 1
Be unique, be different!
You’re not a
corporation
you’re a
person
Tip No 2
Find influencers in the
community and help them
help you.
Tip No 3
Think of simple, affordable,
yet effective marketing
campaigns that really let you
showcase your company’s
personality.
The Little
Tip No 4
Think of simple, affordable,
yet effective ways to connect
to your community.
Party with
Tip No 5
Show that you care and be
quick to react.
Help
William Bernbach, American advertising director in Grey Group
“…The danger lies in the temptation to buy
routinized men who have a formula for
advertising. The danger lies in the natural
tendency to go after tried-and-true talent that
will not make us stand out in competition but
rather make us look like all the others. If we are
to advance we must emerge as a distinctive
personality…”
Let's Get Personal: How to Change Your Marketing Approach & Get Noticed

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Let's Get Personal: How to Change Your Marketing Approach & Get Noticed

Hinweis der Redaktion

  1. One of the first things I would like to put your attention to are reasons behind the evolution of marketing, and to try through examples explain how and why did it change through time?
  2. Human nature hasn't changed for tens of thousands of years. It won't change for another milion. Only, things on surface change. The one who creates the message and transfers it has to think about those unchanged things - the things that move us, things that touch our insticts, no matter what is on the surface. So, what changed if not ourselves?
  3. Information flow changed. Information speed, velocity, changed.
  4. To twitter feed and information that stokes people around the world at the same time.
  5. To live broadcasting of Felix Baumgartner’s jump from the edge of space @ 120,000 feet supported by RedBull.
  6. So what is the speed of information? Let’s just say this: 52 years earlier Joseph Kittinger jumped from 100,000 feet with nowhere near the same technology. He is a former astronaut who worked on scientific balloon projects with the US Air Force. Not only he held the free-fall world record for 52 years, he jumped from the edge of space THREE TIMES, And after holding the world record for 52 years he helped someone else beat it. Felix Baumgartner. Where was the marketing here? Relationship - Information – Marketing?Kittinger set historical numbers for highest balloon ascent, highest parachute jump, longest drogue-fall (four minutes), and fastest speed by a human being through the atmosphere.Kittinger's records for the highest ascent, highest parachute jump, and fastest velocity stood for 52 years, until they were broken in 2012 by Felix Baumgartner.
  7. So, what changed if not ourselves?Channels of communications – YES. Ownership of informationThe world of communication constantly changes. Interaction has become one of the main catalysts. The concept of interactivity has forced us to rethink each and every communication, evaluating and designing it for the ever-demanding consumer. From explanation of the Product to Branding and a fulfillment in customer expectations and consistency in customer satisfaction. So, where does it all begin?
  8. 1450: Gutenberg's metal movable type, leading eventually to mass-production of flyers and brochures1730s: emergence of magazines (a future vector of niche marketing)1836: first paid advertising in a newspaper (in France)1839: posters on private property banned in London1864: earliest recorded use of the telegraph for mass unsolicited spam1867: earliest recorded billboard rentals1880s: early examples of trademarks as branding1905: the University of Pennsylvania offered a course in "The Marketing of Products"[4]1908: Harvard Business School opens1922: radio advertising commences1940s: electronic computers developed1941: first recorded use of television advertising1950s: systematization of telemarketing1970s: E-commerce invented1980s: development of database marketing as precursor to CRM[5]1980s: emergence of relationship marketing1980s: emergence of computer-oriented spam1984: introduction of guerrilla marketing1985: desktop publishing democratizes the production of print-advertising1991: IMC gains academic status [6]1990s CRM (customer relationship management) and IMC (integrated Marketing communications) (in various guises and names) gain dominance in promotions and marketing planning,[7][8]1995-2001: the Dot-com bubble temporarily re-defines[citation needed] the future of marketing1996: identification of viral marketing2000s: Integrated marketing gains acceptance and in 2002 its first dedicated academic research centre,[9][10]since 2005 social media2008 – personalization
  9. Branding In 2004 and 2008, Kapferer and Keller respectively defined it as a fulfillment in customer expectations and consistency in customer satisfaction
  10. In the 50s branding belonged to the USP. This ensured that the physical product , rather than the brand, was the core differential.W. Stainmann.1950s.Such campaigns made unique propositions to the customer and that this convinced them to switch brands"You get fresh, hot pizza delivered to your door in 30 minutes or less – or it's free.” Domino's Pizza
  11. By the 1960s we began seeing signs of true Emotional Selling Proposition (ESP) where similar products were perceived as different primarily because of an emotional attachment. This is Coke and Pepsi. The consumer tends to drink the label rather than the cola. These brands differentiate themselves from each other according to feelings and values they promote in consumers, rather than to rationally analyzed product attributes.* Feel important* Feel valued* Feel part of a unique group or select band of people* Feel whole* Feel remembered* Feel attractive* Feel trendy* Feel hip* Feel safe* Feel accepted
  12. During the 1980s Organizational Selling Proposition (OSP) emerged. The organization or corporation behind the brand in fact became the brand. It was the organization’s philosophy that distinguished it from others. For many years Nike subscribed to this form of branding. The internal spirit of the company was so strong that its employees became the main ambassadors for its brand. OSP can be observed in brands such as Nike, a cult even among its employees. Over the years, Nike has been known for the sports culture it promotes among its staff. The organization is more than a workplace. Nike is a lifestyle for its workers.
  13. By the 1990s brands had gained enormous strength in their own right, and the Brand Selling Proposition took over. The brand was stronger than the physical dimension of the product. Think Harry Potter, Pokemon, Disney, even M&Ms. The brand’s name is found on sheets and toothbrushes, wallpaper and makeup sets. Books and movies aside, the consumer has become more fixated on the brand than the stories.The product is irrelevant. As long as the brand name is attached, a product will sell on the name's strength. Four Harry Potter books have been published to date, yet over 3,000 related products have been released!
  14. Technological innovation paved the way for MSP brands, which saw consumers taking ownership of their brands. Harley-Davidson, Coke, and LEGO developed such potent spirit that their core audiences accept them almost as personal brands. They form brand communities as permanent testaments to the brands excellence. These three brands no longer belong to their companies but are in the hands of consumers. The audiences own the brands - at least, they feel they do. This is called "MSP", for "Me Selling Proposition". It's the ultimate branding achievement.
  15. 2000. – when the user takes control of the brand – it’s for the generation who thinks that the world goes around them
  16. Nike ID
  17. And convers offer customers to customize any of their models exactly to their need and size.
  18. These were all examples of the big brands as good examples are more evident with big brands. But how do we, small businesses work on branding? Maybe we don’t have the budget as big as the big brands do but we have a different approach. We could be more flexible, with smaller teams.
  19. The team, Everybody has its role, but all and every part of the team is important. Make every member of the team a person, which has his own personality. Encourage difference, creativity, showing personality. Because – humans have a drive to learn, to create, and to better the world.Contemporary organizations need to define their corporate identity as a bridge between the external position of the organization in its marketplace and other relevant environments, and internal meanings formed within the organizational culture.
  20. Company identity
  21. If you can have George Clooney to support that would be nice…
  22. Resignation letter to grey group in 1947Remember when I said human nature doesn’t change. What does change? Something to think about….