The next evolution of Marketing

1. The Next Evolution of MarketingConnect with your customers by marketing with meaning By Bob Gilbreath

2. Content 2 Introduction The search for Meaning Going to Marketing with Meaning Marketing with Meaning How to implement it in your business Putting it all together: Diabetes Control for Life Conclusion

3. 1. IntroductionThe search for Meaning 3 Marketer Consumer Creating campaigns ignoring/actively avoiding interruptive advertising Current situation It’s everywhere & it’s intrusive It’s irrelevant & it’s offensive Permission + technology = a whole new world The people vs. meaningless marketing Content is king “Going digital” isn’t enough Why traditional marketing is meaningless

4. 1. IntroductionWhat marketing with meaning can do for you 4 Meaning = personal value True marketing with meaning has 2 consistent traits: It’s marketing that people choose to engage with  Creating something that people find is worthy of their time & attention It’s marketing that itself improves people’s lives To create meaningful marketing, you must first determine what makes people tick – what is important to them & what do they aspire to New marketing model The Hierarchy of Meaningful Marketing

5. Content 5 Introduction Marketing with Meaning The model explained Meaningful Solutions Meaningful Connections Meaningful Achievements How to implement it in your business Putting it all together: Diabetes Control for Life Conclusion

6. 6 Equity Self- actualisation Character Values Benefits Love/Belonging Attributes Safety Physiological 2. Marketing with MeaningThe model explained Both brands & people seek higher meaning Brands seek higher meaning People seek higher meaning A New Model “Marketing with Meaning” Interruption “Tell & Sell”

7. 2. Marketing with MeaningThe model explained 7 The Hierarchy of Meaningful Marketing = consumers’ higher-level needs + corresponding brand features  3 tiers of marketing that are increasingly meaningful to consumers Achievement Help me improve myself, my family and the world Allow people to significantly improve their lives, realize a dream or positively change their community & their world Connection Create entertaining experiences that I can share with others Step toward building a bonding relationship. Providing benefits beyond the basics of information to include something tha is of deeper importance (e.g. social outlets) Solution Provide valuable information, incentives & services Covers basic household needs & benefits (e.g. money savings & hard rewards for purchase)

9. How loyalty begets loyalty

10. Find new ways to meet people’s needs

11. Provide answers to important questions

12. Don’t forget the product info

13. Help them make the right purchase

14. The need to “track” is limitless

15. Delivering on the “second moment of truth”

16. How saying you’re sorry can equal sales

18. The next evolution of games

19. Even brands that sell entertainment must entertain

20. Turn your brand into a tourist attraction

21. Enhancing consumer satisfaction by blurring product development & mkt

23. How personalization inspires motivation

24. Enlist a crack team of designers for free

25. Improve the value equation

26. Build loyalty with a niche fan base

27. Provide better service at lower cost

28. Spread positive WOM

30. Teach a skill, change a life

31. The cause supports the brand back

32. Commit for the long hail

33. Provide benefit even without purchase

34. Make it part of the company culture

36. Actions speak louder than words

37. Don’t jump on a crowded bandwagon

40. Measuring meaning

41. Measuring business results

42. Leveraging meaningful marketing into long-term success

43. Generating meaningful ideas

44. Developing testable concept statements

45. Is research useful?

46. Execute with excellence

47. Meaningful content – to create or license?

48. How does your target consumer respond to marketing?

49. Conducting the right research

50. Nailing the insight for meaningful marketing

51. Target the right customer

52. Near-term objectives promise long-term results

53. Design strong marketing objectives

54. Aim for long-term equity building

57. Key benefits: it’s designed to meet the health needs of people with diabetes, taste great & not increase their blood sugar

58. Awareness: good within the diabetes community, but people struggle with how, when & why to use the product to manage their disease

59. Marketing efforts: print ads in diabetes related magazines & frequently mailed product coupons

62. Immediate follow-up to learn and improve

63. Create a comprehensive, customizable program online that would help diabetics learn about & better manage their disease

64. Creation of a new brand: “Diabetes Control for life”

65. Montly newsletter

66. Helpful tools: recipe finder, calorie burner calculator, portion controller

67. Examination of historical consumer research with no preexisting beliefs or ties to past decisions

68. Identification of 3 customer segments:

69. The ones that know it all

70. The ones that know nothing

71. Confident Consumers

72. Analysis of their interests & behavior

73. Significant increase in overall product consumption

74. Increase consumption by 50% among members

75. Return more than $1 in profit for every $1 spent on the program

76. Build a leading program with 100,000 members

77. Significant awareness of progam among diabetes community and thought leadersPromotion via messages on product packaging, e-mails to existing database & significant online media buy

79. 46% click-through to the site

80. 400% increased consumption among members

81. $3 profit for every $1 spend

82. 250,000 users of the program

83. Hospitals are recommending our program to newly diagnosed patients

84. Large retail chains have asked for a version of the program

85. Noncompetitive manufactures of products for diabetics have called to see how they can participate

87. Next steps in Marketing with Meaning 18 Expectations will keep on rising  Use new media, but in a meaningful way Our consumers are changing: The Millennials  They’re smart & they play hard to get  They are open & are willing to share personal information  They’re shifting away from material assets & are looking for a more personally meaningful mission of life Marketing shouldn’t only be constraint to the Western world, but large opportunities are still present in developing nations Online & offline should blend seamlessly (especially in retail)  Take online features into the physical world

89. About the author 20 Chief Marketing Strategist at Bridge Worldwide, one of the nation’s largest digital advertising agencies. His writing has been featured in Brandweek. He has spoken at ad:tech and Harvard Business School, and he has taught classes at New York University and Miami University (Ohio). Bob joined Bridge Worldwide after leading a dramatic turnaround of the Mr. Clean brand at Procter & Gamble. He was recognized by Advertising Age as one of the Top 50 Marketers of 2004. He received his M.B.A. in marketing from New York University’s Stern School of Business and his undergraduate degree in economics from Duke University.

90. Meaningful marketers never push The invite prospective consumers in by creating marketing that appeals Meaningful marketers know that the most of our basic needs are satisfied by the products & services we already buy But that is not to say that the marketers of these basic products are exempt from creating marketing with meaning Marketing itself must improve consumers’ lives & accomplish something of intrinsic value, independent of the product or service it aims to sell More meaning = more money more meaning = more loyalty = higher prices = increased sales What Meaningful Marketers know 21 "People don't read advertising, they read what interests them. Sometimes, that's advertising.“ Howard Gossage

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