Embed Size (px)
Citation preview
MEANINGFUL MARKETINGEXMA 2016
MEANINGFUL MARKETINGEXMA 2016
ERIK SAELENSFOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME
41 YEARS LIVE IN ANTWERP, BELGIUM
MARRIED, 2 DAUGHTERS
HOBBIES
PART 1: WHAT IS A BRAND? PART 2: INFORMATION OVERLOAD PART 3: IS THIS MEANINGFUL MARKETING? PART 4: THE MEANINGFUL MARKETING PROCESS PART 5: STORYTELLING PART 6: MEANINGFUL MARKETING MESSAGES
TOPICS
PART 1: WHAT IS A BRAND?
A SMALL ELEMENT CAN SAY A LOT ABOUT A PERSON
ANGELINA JOLIE & BRAD PITT
BOB MARLEY
OLIVIA NEWTON JOHN & JOHN TRAVOLTA
LADY DI
A BALD MAN :)
BUT THE SAME CAN BE SAID FOR BRANDS
GREEN & COFFEE BAR
RED & SPORTS CAR
COLOUR
AROMA
AROMA
BRAND?
PACKAGING
SOUND
SOUND
PLACE
A BRAND CAN BE ANYTHING
MUCH MORE THAN A NAME MUCH MORE THAN A LOGO
MUCH MORE THAN AN ADVERT
BUT A BRAND IS MUCH MORE
A BRAND IS A BELIEF SYSTEM WHERE PEOPLE
REWARD YOU WITH LOYALTY IF YOU KNOW HOW
TO BE MEANINGFUL TO THEIR LIVES
PART 2: INFORMATION OVERLOAD
How many commercial messages do we receive every day?
3500
3500 messages equals:
4 messages every
minute
1 message every
15 seconds=
How many of you sleep with your smartphones on nightstand?
COMMERCIAL MESSAGES ARE EVERYWHERE
COMMERCIAL MESSAGES ARE EVERYWHERE
COMMERCIAL MESSAGES ARE EVERYWHERE
90% of all data in the world has been generated over the last two years
TRUE OR FALSE
TRUE
90% of all data in the world has been generated over the last two years
28% of office workers’ time is spent dealing with emails
TRUE OR FALSE
TRUE
28% of office workers’ time is spent dealing with emails
THE GOOD NEWS: OUR CAPABILITY OF PROCESSING INFORMATION HAS INCREASED
1950
consumable content
1960 1970 1980 1990 2000 2010 …
OUR BODIES ARE EVOLVING TO ADAPT TO OUR CONTEXT
OUR BODIES ARE EVOLVING TO ADAPT TO OUR CONTEXT
OUR BODIES ARE EVOLVING TO ADAPT TO OUR CONTEXT
THE BAD NEWS: WE CAN’T KEEP UP WITH THE IMMENSE INCREASE OF INFORMATION PRODUCED
1950
consumable content
1960 1970 1980 1990 2000 2010
avail
able
conten
t
perceived opportunity}actual opportunity}
…
*Davis; 2014
INABILITY TO ABSORB AND PROCESS ALL THE INFORMATION TO WHICH WE ARE EXPOSED
INFOBESITY
Stress-related illness contributes up to 30 sick days a year
INFORMATION OVERLOAD THE FACTS Information overload costs the
U.S. economy $900 billion a year
42% attributed ill-health to this stress
INFORMATIONFATIGUE
SYNDROM (IFS)
IF GIVEN TOO MUCH INFORMATION, WE TEND TO SHUT DOWN
INFOBESITY
INFORMATION FATIGUE SYNDROM (IFS)
BURNOUTPOOR
CONCEN-TRATION
TRANS-LIKE STATE
COMPULSION TO STAY
CONNECTED
LOWER IMMUNE
RESPONSE
HOSTILITYDEPRESSION
EVENTUALLY, WE WILL FIND A CURE FOR CANCER
BUT, WE WON’T FIND A CURE FOR IFS
ARE MARKETERS RESPONSIBLE?
“What if we don’t change at all… and something magical just happens?”
€ 200 000 000 000 = the budget spent on overloading people with information
ARE MARKETERS RESPONSIBLE?
FIND A WAY TO MAKE PEOPLE DEAL WITH THE OVERLOAD OF INFORMATION
DECREASE INFORMATION IN QUANTITY/ INCREASE INFORMATION IN QUALITY
QUALITY > QUANTITY
PART 3: IS THIS MEANINGFUL MARKETING?
Savings have become more important than ever, so people will proactively search for it.
THE CONTEXT HAS CHANGED, AND SO HAS CONSUMER BEHAVIOUR
If the price is acceptable, they are still loyal to their favourite brands.
THE CONTEXT HAS CHANGED, AND SO HAS CONSUMER BEHAVIOUR
A lot of consumers trade down and buy cheaper brands or private labels. If they do, they often don’t go back to the first ones.
THE CONTEXT HAS CHANGED, AND SO HAS CONSUMER BEHAVIOUR
They are selective splurgers.
THE CONTEXT HAS CHANGED, AND SO HAS CONSUMER BEHAVIOUR
They don’t stick to one channel.
THE CONTEXT HAS CHANGED, AND SO HAS CONSUMER BEHAVIOUR
Up to 75% of digital advertising is NEVER seen
Up to 75% of digital advertising is NEVER seen
How do we prevent this waste of money?
HOW TO PREVENT WASTE OF MONEY?
BUILD BRAND MEMORY STRUCTURES IN THE MINDS OF YOUR CONSUMERS
COMMUNICATE QUICK STICK TO THE CORE OF YOUR MESSAGE
BE EASY TO RECOGNIZE
MENTAL AVAILABILITY
HOW TO PREVENT WASTE OF MONEY?
PHYSICAL AVAILABILITY
WHICH LANDSCAPES ARE ALREADY SATURATED? DON’T GO THERE
BE WHERE THE BUYING IS - ADVERTISE CLOSE TO YOUR SELLING POINT - BE PRESENT WITH YOUR PRODUCTS CLOSE TO YOUR (DIGITAL) ADVERTISEMENTS
HOW TO PREVENT WASTE OF MONEY?
= mea
ningfu
l ma
rketin
g
MENTAL AVAILABILITY
PHYSICAL AVAILABILITY
DON’T NARROW TARGET AUDIENCE TARGET IN DIFFERENT WAYS
GET TO KNOW YOUR AUDIENCE & TARGET ON LIFESTYLE … NOT ON DEMOGRAPHICS OR SEGMENTS
WHAT MAKES MARKETING MEANINGFUL?
MEANINGFUL MARKETING =
BEING MEANINGFUL IN YOUR MARKET READ: USE YOUR MARKETING IN A MEANINGFUL, TARGETED WAY IN ORDER TO CONTRIBUTE OR IMPROVE YOUR CUSTOMERS’ LIFE,
THE COMMUNITY, SOCIETY AND THEREFORE YOUR BUSINESS AS WELL.
WHEN IS MARKETING MEANINGFUL?
IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING
WHEN IS MARKETING MEANINGFUL?
IF THE MESSAGE HAS THE RIGHT TIMING
IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING
WHEN IS MARKETING MEANINGFUL?
IF THE MESSAGE HAS THE RIGHT TIMING
IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING
IF THE MESSAGE ADDRESSES YOU IN A PERSONAL WAY
WHEN IS MARKETING MEANINGFUL?
IF THE MESSAGE HAS THE RIGHT TIMING
IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING
IF THE MESSAGE ADDRESSES YOU IN A PERSONAL WAY
IF THE MESSAGE IS NOT ABOUT THE SENDER, BUT ABOUT THE RECEIVER
SO…
IF € 100,000 IS SPENT
HOW WOULD YOU SPEND IT?
Spend it on online banners
for bottled water?Build 10 water wells
in poor African villages?
If you were a drinkable water brand, would you:
Spend it on print advertising
in magazines for running shoes?
Organize free courses to educate people
how to exercise and run healthy?
If you were Nike, promoting running shoes, would you:
Spend it on advertising in
newspapers for banks who sell
mortgages?
Organize workshops to teach young people how to deal with the
financial aspect of living by yourself?
If you were a bank, would you:
Invest €100K in promoting jobs to find
the right skills?Invest €100K in people
to make their skills match the needs of the
market?
If you were a HR company, would you:
Spend it on a TV campaign for your detergents? Clean up 5 km2 of the
City of Bogota?
If you were a detergent manufacturer, would you:
Brandhome foundation: ‘Adopt a boxer!’
€ 200 000 000 000 = the budget spent on overloading people with information
IMAGINE THE DIFFERENCE WE COULD MAKE…
PART 4: THE MEANINGFUL MARKETING PROCESS
CONTENT TELLING STORIES!
IS ABOUT
DISTRIBUTING CONTENT
IS ABOUT
MEANING- FULNESS
PART 5: STORYTELLING
EXAMPLE TOMS SHOES
S T E P S F O R B U I L D I N G A S T O RY
s t o r y l i n e
story
s t o r y l i n i n g
storystorys t o r y m i n i n g
s t o r y t e l l i n g
s t o r y s e l l i n gs t o r y b u y i n g
s t o r y l i v i n g
story
s t o ry m i n i n g
s t o ry l i n e
story
storystory
story
mining lining telling selling buying living
s t o ry l i n i n gs t o ry l i n e
story
story
story
story
mining lining telling selling buying living
story
story
story
story
storystory
story
story
story
storystory
story
story
story
s t o ry t e l l i n g
story
story
mining telling selling buying living
concept
story
story
story
s t o ry
lining
s t o ry s e l l i n g
mining selling buying living
concept
lining telling
s t o ry b u y i n g
mining buying living
concept
lining telling selling
s t o ry l i v i n g
mining living
R
lining telling selling buying
RR
PART 6: MEANINGFUL MARKETING MESSAGES
WHAT CAN YOU DO TO CONTRIBUTE TO CURE OUR SOCIETY?
#1 BE A RESOURCE OF INFORMATION THAT HELPS PEOPLE SOLVE THEIR PROBLEMS
#2 BECOME A STRATEGIC PARTNER FOR BUSINESSES THAT COMPLEMENT YOURS
#3 REWARD YOUR LOYAL CUSTOMERS BY SURPRISING AND DELIGHTING THEM WITH SPECIAL GIFTS OR OFFERS
#4 GIVE PEOPLE THE ABILITY TO DEFINE THEMSELVES TOWARDS OTHERS
#5 STAND FOR SOMETHING MORE THANYOUR PRODUCTS OR SERVICES
#6 COMMUNICATE IN A RELATABLE WAY
#7 PLAY A ROLE IN IMPROVING YOUR CUSTOMERS’ QUALITY OF LIFE AND WELL-BEING
#8 TAP INTO SOCIAL DATA TO DISCOVER CUSTOMERS’ WANTS AND NEEDS AND CREATE TARGETED, PERSONALISED CAMPAIGNS
#9 COMMUNICATE AT THE RIGHT TIME AND PLACE AND MAKE YOUR MESSAGE RELEVANT
#10 DON’T BE A PIPELINE, BECOME A PLATFORM
1.Be a resource of information that helps people solve their problems
2.Become a strategic partner for businesses that complement yours
3.Reward your loyal customers by surprising and delighting them with special gifts or offers
4.Give people the ability to define themselves toward others
5.Stand for something more than your products or services
6.Communicate in a relatable way
7.Play a role in improving your customers’ quality of life and well-being
8.Tap into social data to discover customers’ wants and needs, and create targeted, personalised campaigns
9.Communicate at the right time and place and make your message relevant
10.Don’t be a pipeline, become a platform
PART 7: 5 TAKE AWAYS
TAKE AWAY #1
MEANINGFUL MARKETING = WIN/WIN
CONSUMERS = MORE HAPPINESS, LESS STRESS CORPORATES = LESS WASTE, MORE ROI
TAKE AWAY #2
IT IS TIME FOR BRANDS TO TAKE UP THEIR RESPONSIBILITIES
TAKE AWAY #3
TRADITIONAL MARKETING = DEAD
TAKE AWAY #4
THE NEXT 5 YEARS, MORE WILL CHANGE THAN THE PAST 50 YEARS
TAKE AWAY #5
MEANINGFULNESS CANNOT BE DEFINED. IT IS INDIVIDUAL FOR EVERY SENDER, AND EVERY RECEIVER.
BRANDHOME’S KNOW-HOW IS NOW AVAILABLE ON WWW.BRANDHOME.COM/BOOKS
THANKS TO
