18. MODERN MARKETING
“Something remarkable is worth talking
about. Worth noticing. Exceptional. New.
Interesting. It’s a Purple Cow. Boring stuff is
invisible. It’s a brown cow. … Remarkable
marketing is the art of building things worth
noticing right into your product or service.”
Seth Godin
Author / Speaker / Marketing Expert
Purple Cow
2002
Source: Purple Cow / Seth Godin / Page 3
19. MODERN MARKETING
“We think the future of advertising is
great products that have marketing
embedded in them.”
Jeff Hicks
CEO
Crispin Porter + Bogusky
October 2006
Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/
20. MODERN MARKETING
“Coming up with product innovations.
That's what we're setting out to do.”
Steven Marrs
Vice Chairman
Global Head of Digital and Branded Content
NITRO
April 2007
Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893
21. MODERN MARKETING
“Our belief is that marketing and
product have converged. The consumer
doesn’t separate the marketing
experience from the product
experience.”
Ajaz Ahmed
Founder & Chairman
AQKA
March 2008
Source: Advertising Age - http://adage.com/article?article_id=125664
29. CONTENT IS THE NEW CURRENCY
“[The agency’s job is to create] content
so valuable and useful that [consumers]
wouldn't want to live without it.”
Jeff Hicks
CEO
Crispin Porter + Bogusky
October 2006
Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/
31. ENGAGEMENT
“The days of making funny things that
may or may not have an effect on the
client's business are ending.”
Jeff Benjamin
Interactive Creative Director
Crispin Porter + Bogusky
March 2008
Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd
33. UTILITY
“[Branded Utility] is where the brand creates
a commitment to a relationship. It’s where the
brand creates something useful to you,
something that’s a utility in your life. The
consumer will feel more confident with the
relationship if the brand will continue to be
part of your life.”
Benjamin Palmer
CEO / Owner
The Barbarian Group
October 2006
Source: psfk.com - http://www.psfk.com/2006/11/branded_utility_1.html
34. UTILITY
“When you create a utility, you're creating
something that gives people time back. It
becomes less about information as pollution
and more about information to help people
get through life.”
Nick Law
Chief Creative Officer, North America
R/GA
March 2008
Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd
35. UTILITY
“[Nike+] is not an advertising idea, it's a
technology idea. We are delivering a
product, an application.”
Nick Law
Chief Creative Officer, North America
R/GA
April 2007
Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893
39. CREATING BETTER MARKETING
“We don’t ask consumers what they
want. They don’t know. Instead we
apply our brain power to what they
need, and will want, then make sure
we’re there, ready.”
Akio Morita
Co-Founder
Sony Corporation
Source: Truth, Lies & Advertising / Jon Steel / page 189 (found via Meme Huffer- http://memehuffer.typepad.com/meme_huffer/2007/12/great-quotes-fo.html )
40. CREATING BETTER MARKETING
“It's really hard to design products by
focus groups. A lot of times, people
don't know what they want until you
show it to them.”
Steve Jobs
Co-Founder, Chairman & CEO
Apple
May 1998
Source: BusinessWeek - http://www.businessweek.com/1998/21/b3579165.htm
42. OPPORTUNITY COMES FROM INSIGHTS
“Great work comes from insight, and we have
always worked from insight. … We have a
vision of ourselves becoming the lead agency
for the digital age. Insights are going to come
in so many different ways. We’d like to pride
ourselves on the ability to capitalize on them.”
Laura Lang
CEO
Digitas USA
March 2008
Source: Advertising Age - http://adage.com/article?article_id=125670
Just wanted to share a few thoughts today on where things are moving. This isn’t the long-term outlook so much as the direction stuff is shifting today thanks to the growing realization of the power the Web holds to tell stories, engage people, and give them things that are more relevant and useful as far as brands are concerned.
Now, let’s chat about the future outlook for marketing…
Just for a quick reminder…
All about pushing things out at people. A one way process. Shove, shout, sell.
Instead of using marketing to shove things out and yell, it’s about creating things that draw people in. Things that make them want to come learn/see/engage more.
How can we create fans for our clients’ brands? How can we make our clients the rock stars that drew the crowd in the image a few slides back?
By helping them deliver more value around their products and services through their marketing.
Save them time. Save them energy. Give them something useful. Help them learn something. Give them a story to tell others… do little things that make their days a little better. A little easier to get through.
… Well, one of the ways agencies can help companies is in the area of product innovation. Applying creative insight to the product development process is an area agencies can add value to their clients…
So…
… Seth Godin was talking about this long ago…
CP+B - an agency who is doing a great job transitioning with the times was talking about this at least as early as a year and a half ago…
… NITRO, an agency picking up more and more buzz is focusing on this…
… and AQKA says it’s all one thing now - there is no separation between the marketing experience and the product experience… I think a few of you are Halo fans, look at what they did with the marketing for Halo 3 and how that was an experience akin to the game…
Think back… How many of you found out about Google from an ad? Now how many found out because someone told you about it?
So, what if your product isn’t innately cool?
Enhance the product through content
Let’s look at the music industry, where “nobody buys music anymore”
It’s not just people who will pay for content though.
Here’s another quote from CP+B - they are all about creating content - not ads - content
So, what does content need to be or do? There are a few things, but since we have limited time I’ve picked two broader topics. The first is engagement. Content needs to be engaging if you’re going to create brand fans.
But that content can’t just be engaging for the sake of engagement. It needs to be focused on helping the clients grow their bottom line and build their brands.
O.K., now moving on from engagement… the second area of content I wanted to cover is one that’s getting a lot of buzz right now. Utility.
Ben Palmer from Barbarian Group was talking about the importance of utility a year and a half ago. They were getting tired of putting in several hours to build micro sites that took the same amount of time to create as software but only lived as long as the ad campaign that they were for did. They want to move away from this and create things that can be used for much longer timeframes and that will help strengthen the relationship a brand has with the people that use it.
Here’s a quote from Nick Law at R/GA… time is the new luxury… any way brands can help people save time in their over-committed days is a good thing… again, it’s about making their lives better…
It’s not advertising. It’s an application, like Barbarian was talking about…
CP+B has helped Domino’s create an easy way to order a custom pizza…
Not only can you custom create your pizza, but you can name it and then save it so you can order it easily again in the future - even from your mobile phone. It doesn’t just stop with ordering your pizza though. Once you’ve ordered it, you can track how far along it is in getting to your door… if you’re short on time and need to order a pizza, why wouldn’t you go this route over their competition?…
Now, how can we help our clients create this kind of marketing?
Sony’s co-founder believed people didn’t know what they wanted because they didn’t know what was possible for the most part…
Steve Jobs holds a similar belief…
So how do you create things for people if they don’t know what they want or need until they see it? By deeply understanding them and getting to the things they aren’t saying, but are revealing. Getting to rich insights.
Here’s a quote on the importance and power of insight from the CEO of Digitas in this week’s Ad Age… This is why agencies are in a great position to help their clients now more than ever. We have smart, strategic, creative thinkers who can not only uncover these insights, but also apply them in meaninful ways…
Watch how people behave. How they shop. How they use things. How they go through a web site. How they play a game. Ask them questions. Listen. Ask more questions. Listen twice as much… Notice and note the areas that could be improved …
People are broadly and publicly sharing more about their lives than ever before. We can learn a lot about what people want and need simply by looking at what they’re sharing…
Another interesting thing brands can do is collaborate more closely with their agencies and customers/consumers - especially in the area of product innovation that we talked about before…
The Web is enabling collaboration to take place easier and quicker… companies can share information with consumers and get their input directly … agencies can pull insights out of that information exchange as well as get quick feedback on ideas as they develop… the agency and company can then take the learnings and insights to create things people need or want, even if they didn’t realize these things when they were talking to them… this goes along with a growing idea in the planner blog world for Brands in Beta … where brands are constantly tweaking and improving by getting real-time, on-going feedback from consumers… But to the earlier quotes from Sony and Apple… the web is enabling people to now know more about what they didn’t know. As this continues, brands can get even better insights and feedback, which is going on right now…
Kluster is a site putting this idea in action. It’s a social network for elevating and developing ideas. When you have some time, go check them out.
Starbucks is putting this into action as well. They’ve been under scrutiny lately and now they’re looking to get ideas from passionate Starbucks drinkers.
… I’ve probably gone just over my 15-minutes… (sorry Ben) … but I’ll close it up and ask that if you only remember one thing from all of this…
Think about this on whatever you’re creating now and next… how can we make this make peoples’ lives better…