The document discusses modern marketing strategies and techniques for performance driven lead generation. It emphasizes going beyond just media spend to focus on earned, owned, and bought platforms. It also discusses audience planning, customer journeys with multiple entry points, empowering specific audiences, creating shared experiences, and constant collaboration to retain customers over time. The overall message is about inspiring audiences and bringing them together to create meaningful impact and awareness.

1. TBWADIEGO NOV 2009
TBWAHELSINKI

2. PERFORMANCE DRIVEN LEAD GENERATION
MARKETING ACCOUNTABILITY
- Beyond media spenditure
TBWAHELSINKI

3. MODERN MARKETING
IMPACT
"Less fear of getting punched"
EARNED
BOUGHT IDEA
OWN
"False feeling of safety and control" INSPIRATION
PLANNED ANTICIPATED REACTIVE
TBWAHELSINKI

4. AUDIENCE PLANNING
AUDIENCE
- Single shot for winning
TBWAHELSINKI

5. CUSTOMER JOURNEY
NEW BEHAVIOR
- Multiple entry options
Consi
derati
on
TBWAHELSINKI

6. CUSTOMER PREFERENCE
"WHY SHOULD I CARE?"
- Brand must work as a guide
TBWAHELSINKI

7. ACQUIRE
EMPOWER
- Specific audiences
TBWAHELSINKI

8. ENGAGE
SERVE
- Shared ideals
TBWAHELSINKI

9. CONVERT
CREATE
- Experiences that can be passed on
TBWAHELSINKI

10. RETAIN
ENABLE
- Constant, transparent sharing and collaboration
TBWAHELSINKI

11. Streams will foster and turn into rivers that flow to the sea of common awareness.
EARN RESPECT
- Inspire, be inspired
TBWAHELSINKI

12. PATIENCE
“Individually, we are one drop. Together, we are an ocean.” - Ryunosuke Satoro, Japanese poet
TBWAHELSINKI

13. THANK YOU
TBWAHELSINKI

14. KALLE KANERVA
Creative Director, TBWADIEGO
+358 40 575 2992
first.last@diego.fi
TBWAHELSINKI