The presentation deck from my session at Engage 2010

1. The Evolution Revolution:
An Introduction to Iterative
Marketing

2. hi.
INTRODUCTION
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3. hi.
INTRODUCTION
justin spohn
JOB: Co-Founder, Fight
ROLE: Brand Strategist
LOCATION: Portland
TWITTER: @adognamedpants
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4. hi.
INTRODUCTION
iterative marketing
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5. hi.
INTRODUCTION
“If a lion could talk,
we could not understand him”
-LUDWIG WITTGENSTEIN
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6. hi.
INTRODUCTION
iterative marketing
traditional marketing
digital
challenges
iterative marketing
iterative process
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7. hi.
INTRODUCTION
iterative marketing
traditional marketing
digital
challenges
iterative marketing
iterative process
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8. hi.
INTRODUCTION
iterative marketing
traditional marketing
digital
challenges
iterative marketing
iterative process
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9. traditional marketing
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10. traditional marketing
OVERVIEW
methodology
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11. traditional marketing
OVERVIEW
methodology
not a technology
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12. traditional marketing
OVERVIEW
methodology
not a technology
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13. traditional marketing
OVERVIEW
methodology
not a technology
@WTEngage #wte10

14. traditional marketing
OVERVIEW
methodology
not a technology
@WTEngage #wte10

15. traditional marketing
OVERVIEW
methodology
not a technology
@WTEngage #wte10

16. traditional marketing
OVERVIEW
methodology
not a technology
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17. traditional marketing
OVERVIEW
but it is a methodology
based on available
technology
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18. traditional marketing
OVERVIEW
the medium is broadcast, and
therefore about the message
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19. traditional marketing
OVERVIEW
medium is static
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20. traditional marketing
OVERVIEW
with the right
placement, you can
reach the right audience
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21. traditional marketing
OVERVIEW
access to the medium is typically
expensive, complex and controlled
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22. traditional marketing
OVERVIEW
creating the message is
typically expensive
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23. traditional marketing
OVERVIEW
getting feedback
is cumbersome
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24. traditional marketing
OVERVIEW
making changes post
launch is expensive and
time consuming
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25. traditional marketing
OVERVIEW
all this has an effect on the
people who have done
most of the marketing
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26. traditional marketing
CULTURE
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27. traditional marketing
CULTURE
the medium is broadcast, and
therefore about the message
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28. traditional marketing
CULTURE
the medium is broadcast, and
therefore about the message
message focused
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29. traditional marketing
CULTURE
the medium is broadcast, and
therefore about the message
BIG IDEA
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30. traditional marketing
CULTURE
creating the message is
typically expensive
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31. traditional marketing
CULTURE
access to the medium is typically
expensive, complex and controlled
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32. traditional marketing
CULTURE
access to the medium is typically
expensive, complex and controlled
competing with other
agencies and brands
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33. traditional marketing
CULTURE
access to the medium is typically
expensive, complex and controlled
heavy investment in
standardized approach
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34. traditional marketing
CULTURE
BRIEF
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35. traditional marketing
CULTURE
BRIEF IDEATION
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36. traditional marketing
CULTURE
BRIEF IDEATION EXECUTIONAL
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37. traditional marketing
CULTURE
BRIEF IDEATION EXECUTIONAL EVAL.
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38. traditional marketing
CULTURE
CAMPAIGN
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39. traditional marketing
CULTURE
SPRING/SUMMER FALL/HOLIDAY
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40. traditional marketing
CULTURE
SPRING/SUMMER FALL/HOLIDAY
DROP DROP DROP DROP
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41. traditional marketing
CULTURE
SPRING/SUMMER FALL/HOLIDAY
DROP DROP DROP DROP
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
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42. digital
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43. digital
technology
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44. digital
technology
and the culture
its created
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45. digital
the medium is
experience focused
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46. digital
value is the critical factor
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47. digital
access can be easy
and low cost
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48. digital
competition is everywhere
and is not limited to brands
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49. digital
in constant flux,
technologically
and culturally
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50. digital
data is readily available, but
finding meaning can be hard
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51. challenge
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52. challenge
TRADITIONAL VS. DIGITAL
message vs. experiential
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53. challenge
TRADITIONAL VS. DIGITAL
expensive vs. cheap
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54. challenge
TRADITIONAL VS. DIGITAL
controlled vs. accessible
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55. challenge
TRADITIONAL VS. DIGITAL
static vs. dynamic
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56. challenge
TRADITIONAL VS. DIGITAL
hard to get insights
vs. flood of data
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57. challenge
TRADITIONAL VS. DIGITAL
timeframes
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58. challenge
TRADITIONAL VS. DIGITAL
campaign
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59. challenge
TRADITIONAL VS. DIGITAL
immediate feedback on
long-term projects
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60. challenge
TRADITIONAL VS. DIGITAL
3 MONTHS
}
DROP DROP DROP DROP
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61. challenge
TRADITIONAL VS. DIGITAL
3 MONTHS 3 MONTHS
}
}
DROP DROP DROP DROP
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62. challenge
TRADITIONAL VS. DIGITAL
3 MONTHS 3 MONTHS 3 MONTHS
}
}
}
DROP DROP DROP DROP
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63. challenge
TRADITIONAL VS. DIGITAL
3 MONTHS 3 MONTHS 3 MONTHS 3 MONTHS
}
}
}
}
DROP DROP DROP DROP
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64. challenge
TRADITIONAL VS. DIGITAL
3 MONTHS 3 MONTHS 3 MONTHS 3 MONTHS
}
}
}
}
DROP DROP DROP DROP
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65. challenge
TRADITIONAL VS. DIGITAL
message vs. experiential
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66. challenge
TRADITIONAL VS. DIGITAL
message vs. experiential
TWITTER
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67. challenge
TRADITIONAL VS. DIGITAL
message vs. experiential
TWITTER
FOURSQUARE
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68. challenge
TRADITIONAL VS. DIGITAL
message vs. experiential
TWITTER
FOURSQUARE
FLICKR
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69. challenge
TRADITIONAL VS. DIGITAL
message vs. experiential
TWITTER
FOURSQUARE
FLICKR
FU PENGUIN
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70. challenge
TRADITIONAL VS. DIGITAL
message vs. experiential
TWITTER
FOURSQUARE
FLICKR
FU PENGUIN
FFFOUND
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71. challenge
TRADITIONAL VS. DIGITAL
saying vs. being
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72. challenge
TRADITIONAL VS. DIGITAL
leveraging vs. existing in
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73. challenge
TRADITIONAL VS. DIGITAL
3 MONTHS 3 MONTHS 3 MONTHS 3 MONTHS
}
}
}
}
DROP DROP DROP DROP
@WTEngage #wte10

74. challenge
TRADITIONAL VS. DIGITAL
3 MONTHS 3 MONTHS 3 MONTHS 3 MONTHS
}
}
}
}
DROP DROP DROP DROP
@WTEngage #wte10

75. challenge
TRADITIONAL VS. DIGITAL
3 MONTHS 3 MONTHS 3 MONTHS 3 MONTHS
}
}
}
}
DROP DROP DROP DROP
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76. challenge
TRADITIONAL VS. BUSINESS
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77. challenge
TRADITIONAL VS. BUSINESS
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78. challenge
TRADITIONAL VS. BUSINESS
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79. challenge
TRADITIONAL VS. BUSINESS
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80. challenge
TRADITIONAL VS. BUSINESS
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81. challenge
TRADITIONAL VS. BUSINESS
BIG IDEA
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82. challenge
TRADITIONAL VS. BUSINESS
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83. challenge
TRADITIONAL VS. BUSINESS
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84. challenge
TRADITIONAL VS. BUSINESS
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85. challenge
TRADITIONAL VS. BUSINESS
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86. challenge
TRADITIONAL VS. BUSINESS
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87. challenge
TRADITIONAL VS. BUSINESS
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88. challenge
TRADITIONAL VS. BUSINESS
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89. challenge
TRADITIONAL VS. BUSINESS
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90. challenge
TRADITIONAL VS. BUSINESS
Half the money I spend on
advertising is wasted; the trouble is
I don't know which half."
- JOHN WANAMAKER
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91. challenge
marketing
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92. challenge
marketing
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93. challenge
marketing
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94. challenge
:-(
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95. iterative marketing
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96. iterative marketing
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97. iterative marketing
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98. iterative marketing
big idea
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99. iterative marketing
right idea
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100. iterative marketing
CONCEPT
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101. iterative marketing
CONCEPT
brandon schauer
adaptivepath.com
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102. iterative marketing
CONCEPT
creative brief
GOAL: The Best Wedding Cake. Ever.
We’re having a wedding.
People love cake.
We need cake everyone will be
impressed with and love eating.
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103. iterative marketing
CONCEPT
BIG IDEA
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104. iterative marketing
CONCEPT
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105. iterative marketing
CONCEPT
pitch
Concept: The Best Wedding Cake.
People love yellow cake with vanilla
frosting.
It has to be multi-tiered.
It has to be fancy.
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106. iterative marketing
CONCEPT
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107. iterative marketing
CONCEPT
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108. iterative marketing
CONCEPT
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109. iterative marketing
CONCEPT
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110. iterative marketing
CONCEPT
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111. iterative marketing
CONCEPT
right idea
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112. iterative marketing
CONCEPT
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113. iterative marketing
CONCEPT
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114. iterative marketing
CONCEPT
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115. iterative marketing
CONCEPT
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116. iterative marketing
CONCEPT
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117. iterative marketing
CONCEPT
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118. iterative marketing
CONCEPT
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119. iterative marketing
CONCEPT
right idea
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120. iterative marketing
CONCEPT
right idea, efficiently
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121. iterative marketing
optimize the middle
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122. iterative marketing
traditional process
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123. iterative marketing
PROJECT TIMELINE: TRADITIONAL
SUCCESS
TIME
EFFORT
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124. iterative marketing
PROJECT TIMELINE: TRADITIONAL
SUCCESS
TIME
EFFORT
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125. iterative marketing
PROJECT TIMELINE: TRADITIONAL
SUCCESS
TIME
EFFORT
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126. iterative marketing
PROJECT TIMELINE: TRADITIONAL
SUCCESS
TIME
EFFORT
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127. iterative marketing
PROJECT TIMELINE: TRADITIONAL
SUCCESS
TIME
EFFORT
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128. iterative marketing
PROJECT TIMELINE: TRADITIONAL
BRIEF IDEATION EXECUTIONAL
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129. iterative marketing
PROJECT TIMELINE: TRADITIONAL
SUCCESS
TIME
EFFORT
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130. iterative marketing
PROJECT TIMELINE: TRADITIONAL
SUCCESS
TIME
EFFORT
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131. iterative marketing
PROJECT TIMELINE: TRADITIONAL
SUCCESS
TIME
EFFORT
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132. iterative marketing
PROJECT TIMELINE: TRADITIONAL
SUCCESS
TIME
EFFORT
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133. iterative marketing
PROJECT TIMELINE: TRADITIONAL
SUCCESS
TIME
EFFORT
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134. iterative marketing
PROJECT TIMELINE: TRADITIONAL
SUCCESS
TIME
EFFORT
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135. iterative marketing
PROJECT TIMELINE: TRADITIONAL
SUCCESS
TIME
EFFORT
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136. iterative marketing
PROJECT TIMELINE: TRADITIONAL
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137. iterative marketing
PROJECT TIMELINE: TRADITIONAL
SUCCESS
TIME
EFFORT
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138. iterative marketing
PROJECT TIMELINE: TRADITIONAL
SUCCESS
TIME
EFFORT
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139. iterative marketing
optimizing the middle
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140. iterative marketing
PROJECT TIMELINE: ITERATIVE
SUCCESS
TIME
EFFORT
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141. iterative marketing
PROJECT TIMELINE: ITERATIVE
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142. iterative marketing
PROJECT TIMELINE: ITERATIVE
SUCCESS
TIME
EFFORT
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143. iterative marketing
PROJECT TIMELINE: ITERATIVE
SUCCESS
TIME
EFFORT
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144. iterative marketing
PROJECT TIMELINE: ITERATIVE
SUCCESS
TIME
EFFORT
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145. iterative marketing
PROJECT TIMELINE: ITERATIVE
SUCCESS
TIME
EFFORT
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146. iterative marketing
PROJECT TIMELINE: ITERATIVE
SUCCESS
TIME
EFFORT
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147. iterative marketing
PROJECT TIMELINE: ITERATIVE
SUCCESS
TIME
EFFORT
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148. iterative marketing
PROJECT TIMELINE: ITERATIVE
SUCCESS
TIME
EFFORT
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149. iterative marketing
PROJECT TIMELINE: ITERATIVE
SUCCESS
TIME
EFFORT
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150. iterative marketing
PROJECT TIMELINE: ITERATIVE
SUCCESS
TIME
EFFORT
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151. iterative marketing
PROJECT TIMELINE: ITERATIVE
SUCCESS
TIME
EFFORT
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152. iterative marketing
PROJECT TIMELINE: ITERATIVE
SUCCESS
TIME
EFFORT
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153. iterative marketing
PROJECT TIMELINE: ITERATIVE
SUCCESS
TIME
EFFORT
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154. iterative marketing
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155. iterative marketing
launching
analyzing and adjusting
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156. iterative process
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157. iterative process
BRIEF IDEATION EXECUTIONAL EVAL.
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158. iterative process
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159. iterative process
PROBLEM
DEFINITION
DISCOVERY
STRATEGY
}
EXECUTIONAL
ROADMAP
} ANALYSIS
ADJUSTMENT
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160. iterative process
PROBLEM
DEFINITION
DISCOVERY
STRATEGY
}
EXECUTIONAL
ROADMAP
} ANALYSIS
ADJUSTMENT
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161. iterative process
PROBLEM DEFINITION
what is your client trying
to achieve?
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162. iterative process
PROBLEM DEFINITION
“WE NEED TO BE ON TWITTER!”
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163. iterative process
PROBLEM DEFINITION
“FACEBOOK!”
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164. iterative process
PROBLEM DEFINITION
“SYNERGISTIC SOCIAL
MEDIA SOLUTIONS!!!”
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165. iterative process
PROBLEM DEFINITION
what is their definition
of success?
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166. iterative process
PROBLEM DEFINITION
how does this family up to
overall business goals?
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167. iterative process
PROBLEM DEFINITION
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168. iterative process
PROBLEM DEFINITION
there will probably be
multiple steps between
project goals and
business goals
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169. iterative process
PROBLEM DEFINITION
direct response
vs.
brand building
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170. iterative process
PROBLEM DEFINITION
project business
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171. iterative process
PROBLEM DEFINITION
project business
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172. iterative process
PROBLEM DEFINITION
“engagement”
“conversation”
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173. iterative process
PROBLEM DEFINITION
“engagement” business
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174. iterative process
PROBLEM DEFINITION
example
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175. iterative process
PROBLEM DEFINITION
“trusted energy advisor”
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176. iterative process
PROBLEM DEFINITION
“reduce energy use”
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177. iterative process
PROBLEM DEFINITION
project goal
“trusted energy advisor”
business goal
use less energy
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178. iterative process
PROBLEM
DEFINITION
DISCOVERY
STRATEGY
}
EXECUTIONAL
ROADMAP
} ANALYSIS
ADJUSTMENT
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179. iterative process
DISCOVERY
BIG IDEA
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180. iterative process
DISCOVERY
BIG IDEA
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181. iterative process
DISCOVERY
BIG IDEA
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182. iterative process
DISCOVERY
BIG IDEA
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183. iterative process
DISCOVERY
BIG IDEA
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184. iterative process
DISCOVERY
BIG IDEA
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185. iterative process
DISCOVERY
BIG IDEA BIG IDEA
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186. iterative process
DISCOVERY
SUCCESS
TIME
EFFORT
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187. iterative process
DISCOVERY
SUCCESS
TIME
EFFORT
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188. iterative process
PROBLEM
DEFINITION
DISCOVERY
STRATEGY
}
EXECUTIONAL
ROADMAP
} ANALYSIS
ADJUSTMENT
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189. iterative process
STRATEGY
strategy?
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190. iterative process
STRATEGY
strategy?
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191. iterative process
STRATEGY
strategy ≠ tactics
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192. iterative process
STRATEGY
tactics = things you do
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193. iterative process
STRATEGY
strategy = ideas you implement
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194. iterative process
STRATEGY
strategy = “technologically open”
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195. iterative process
STRATEGY
strategy = “technologically open”
“community-centered”
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196. iterative process
STRATEGY
strategy = “technologically open”
“community-centered”
“simple and inviting”
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197. iterative process
STRATEGY
tactics = “HTML”
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198. iterative process
STRATEGY
tactics = “HTML”
“Twitter”
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199. iterative process
STRATEGY
tactics = “HTML”
“Twitter”
“yellow and green”
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200. iterative process
STRATEGY
strategy = goals + research + insights
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201. iterative process
STRATEGY
strategy = constitution of the project
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202. iterative process
PROBLEM
DEFINITION
DISCOVERY
STRATEGY
}
EXECUTIONAL
ROADMAP
} ANALYSIS
ADJUSTMENT
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203. iterative process
ROADMAP
roadmap = tactics
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204. iterative process
ROADMAP
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205. iterative process
ROADMAP
NOW
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206. iterative process
ROADMAP
BIG IDEA
NOW
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207. iterative process
ROADMAP
BIG IDEA
NOW
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208. iterative process
ROADMAP
BIG IDEA
NOW
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209. iterative process
ROADMAP
BIG IDEA
NOW
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210. iterative process
ROADMAP
creative brief
GOAL: The Best Wedding Cake. Ever.
We’re having a wedding.
People love cake.
We need cake everyone will be
impressed with and love eating.
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211. iterative process
ROADMAP
Iteration 1: Yellow Cake Cupcake
with Vanilla Frosting
Hypotheses: Yellow Cake Cupcake with Vanilla Frosting
is the ideal flavor for wedding cakes and is structurally
sound for stacking.
Tactics: Make and distribute 50 cupcakes to random
people. Make a 3 level tower of cupcakes.
Goals: Find a flavor that 75% of people like.
Successfully stack cupcakes.
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212. iterative process
ROADMAP
Iteration 2: Yellow Cake
Birthday Cake with Vanilla Frosting
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213. iterative process
ROADMAP
Iteration 3: Wedding Cake
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214. iterative process
ROADMAP
BIG IDEA
NOW
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215. iterative process
ROADMAP
BIG IDEA
NOW
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216. iterative process
PROBLEM
DEFINITION
DISCOVERY
STRATEGY
}
EXECUTIONAL
ROADMAP
} ANALYSIS
ADJUSTMENT
@WTEngage #wte10

217. iterative process
EXECUTION
making the thing
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218. iterative process
PROBLEM
DEFINITION
DISCOVERY
STRATEGY
}
EXECUTIONAL
ROADMAP
} ANALYSIS
ADJUSTMENT
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219. iterative process
ANALYSIS
progress towards goals
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220. iterative process
ANALYSIS
progress towards goals
validation of hypotheses
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221. iterative process
ANALYSIS
progress towards goals
SUCCESS
TIME
EFFORT
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222. iterative process
ANALYSIS
validation of hypotheses
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223. iterative process
ANALYSIS
Iteration 1: Yellow Cake Cupcake
with Vanilla Frosting
Hypotheses: Yellow Cake Cupcake with Vanilla Frosting
is the ideal flavor for wedding cakes and is structurally
sound for stacking.
Tactics: Make and distribute 50 cupcakes to random
people. Make a 3 level tower of cupcakes.
Goals: Find a flavor that 75% of people like.
Successfully stack cupcakes.
@WTEngage #wte10

224. iterative process
ANALYSIS
Iteration 1: Yellow Cake Cupcake
with Vanilla Frosting
Hypotheses: Yellow Cake Cupcake with Vanilla Frosting
is the ideal flavor for wedding cakes and is structurally
sound for stacking.
Tactics: Make and distribute 50 cupcakes to random
people. Make a 3 level tower of cupcakes.
Goals: Find a flavor that 75% of people like.
Successfully stack cupcakes.
@WTEngage #wte10

225. iterative process
ANALYSIS
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226. iterative process
ANALYSIS
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227. iterative process
ANALYSIS
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228. iterative process
ANALYSIS
YUMMY?
YELLOW YELLOW CHOC. RED PIE
VANILLA CHOC. CHOC. SATIN
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229. iterative process
ANALYSIS
YUMMY?
YELLOW YELLOW CHOC. RED PIE
VANILLA CHOC. CHOC. SATIN
Hypotheses: Yellow Cake Cupcake with Vanilla Frosting
is the ideal flavor for wedding cakes
Goals: Find a flavor that 75% of people like.
Successfully stack cupcakes.
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230. iterative process
PROBLEM
DEFINITION
DISCOVERY
STRATEGY
}
EXECUTIONAL
ROADMAP
} ANALYSIS
ADJUSTMENT
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231. iterative process
ADJUSTMENT
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232. iterative process
ADJUSTMENT
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233. iterative process
ADJUSTMENT
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234. iterative process
GETTING STARTED
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235. iterative process
GETTING STARTED
have the right team
DESIGNERS
STRATEGISTS
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236. iterative process
GETTING STARTED
have the right team
DESIGNERS
STRATEGISTS
ANALYSTS
DEVELOPERS
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237. iterative process
GETTING STARTED
have the right team
DESIGNERS
STRATEGISTS
ANALYSTS
DEVELOPERS
CLIENT
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238. iterative process
GETTING STARTED
have the right team
DESIGNERS
STRATEGISTS
ANALYSTS
DEVELOPERS
CLIENT
BIZ
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239. iterative process
GETTING STARTED
marketing strategy
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240. iterative process
GETTING STARTED
how you position your brand
in the market place
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241. iterative process
MARKETING
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242. iterative process
MARKETING
ADVERTISING PR RETAIL
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243. iterative process
MARKETING
ADVERTISING PR RETAIL
TV PRINT DIGITAL
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244. iterative process
MARKETING
ADVERTISING PR RETAIL
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245. iterative process
MARKETING
ADVERTISING PR RETAIL
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246. iterative process
it a choice you need
to make early
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247. iterative process
you need to get
everyone on board
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248. iterative process
you can do this
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249. iterative process
you should do this
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250. questions?
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251. thanks!
MADEBYFIGHT.COM
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