Big Tent Creativity

Big Tent Creativity

Rethink—a fresh take on connecting with your customers 01

• Sandwich board • T-Shirt • Lawn signs (7) • Email signatures• Parking lot chalk • Door clings • Marquee • Table tent• Napkin bands • Water bottle caps • Coat hanger tags • Soap dispensers

Big Tent Creativity


Why “Big Tent?”

Society on the move — “like herding cats” Message/Medium link “If content is king, then context is queen” Expanding media options

TelevisionRadioPrintDirect MailLiteraturePoint of SaleOutdoorTrade ShowPR

Web SiteWeb BannersOnline VideoEmail MarketingCinema SlidesCinema Pre-RollText MessagingDigital BillboardElevator ScreensGas Pump VideoNaming RightsWikis

KiosksSatellite Radio

BlogsVlogsBuzz Marketing

Product

Placement

ChatVoice Chat

RSS Feeds

TransitMobile Marketing

PodcastingWebinarWallscapesStreet TeamsAmbient/Guerilla TacticsSearch Engine MarketingSEOSocial NetworkingViral MarketingConsumer-Generated MediaSocial SponsorshipsInteractive TV

Virtual Worlds

Word-of-Mouth

WidgetsStaged Events

PointRollGPSVirtual Events

Rich MediaAppareliPods/iTunes

ContestsEnvironments

Floor GraphicsGamingReactrixFolksonomiesDVDOn-Hold MarketingSurface ComputingFile SharingDiscussion Groups

Big Tent Creativity


Why “Big Tent?”

Society on the move — “like herding cats” “If content is king, then context is queen” Message/Medium link Expanding media options Too much to know it all & changing constantly Collaborative storytelling

Ideas from anywhere & everywhere Stretch & break traditional mar/comm boundaries Fluid execution — It’s about being relevant

“We may continue to be

exposed to media on an

ever greater scale, but that

doesn’t actually mean we

absorb it.” — Michael Bloxham, Director of insight and research at Ball State University’s center for Media Design

Segmentation

Big Tent Creativity: Segmentation


It’s no longer about reaching the masses

More important to reach 10 of the right people than 100 of the wrong i.e. local dance studios



If the audience is large, segment within

Message will get lost if not tailored to the different segments









http://www.youtube.com/v/jkEw1rsBUak&hl=en&rel=0&color1=0x3a3a3a&color2=0x999999&border=1%E2%80%9D%3E%3C/param%3E%3Cembed%20src=%E2%80%9Dhttp://www.youtube.com/v/jkEw1rsBUak&hl=en&rel=0&color1=0x3a3a3a&color2=0x999999&border=1%E2%80%9D%20type=%E2%80%9Dapplic

http://www.youtube.com/v/XIredVXj25g&hl=en&rel=0&color1=0x3a3a3a&color2=0x999999&border=1%E2%80%9D%3E%3C/param%3E%3Cembed%20src=%E2%80%9Dhttp://www.youtube.com/v/XIredVXj25g&hl=en&rel=0&color1=0x3a3a3a&color2=0x999999&border=1%E2%80%9D%20type=%E2%80%9Dapplic



Psychographic targeting vs. demographic targeting

Behavioral targeting looks beyond age and gender

Fluidity

Big Tent Creativity: Fluidity


Consistency in branding — 2 classic definitions: 1.) Consistent visual identity and brand voice across all points of contact

2.) Consistent delivery of the brand promise

Fluidity in branding Capitalize on benefits of uniformity while

allowing for flexibility to ensure relevance



Brand

Audience A

Audience B

Audience CAudience D

Audience E



What comprises Brand uniformity? The Brand is centered around a single, big idea

It remains true to its core purpose

It is the central organizing principle of the company


















Brand Fluidity: The 70/30 Rule: Context vs. numerical application

70% of brand strategy & guidelines firm/ 30% flexible

Flexibility comprised of:

Language/cultural differences

Audience variances

Changes in market landscape

Advances in technology

The Fluid Brand “…puts a brand’s message out there, traveling many different

pathways, and dressed in many different costumes, all specifically tailored to certain groups of interested consumers. Crossing paths with the consumer now actually starts a relationship in which the consumer

plays an active part.” — MEDIA Magazine



Fluid Identity: Schemes that flex and adapt to circumstances are more

appropriate in the multi-channel, multicultural world that brands now inhabit















Fluid Messaging: It matters less how often or consistently you say the message

and more on whether or not customers get the same experience each time

http://www.youtube.com/v/5zssp5RlxnM&hl=en&rel=0&color1=0x3a3a3a&color2=0x999999&border=1%E2%80%9D%3E%3C/param%3E%3Cembed%20src=%E2%80%9Dhttp://www.youtube.com/v/5zssp5RlxnM&hl=en&rel=0&color1=0x3a3a3a&color2=0x999999&border=1%E2%80%9D%20type=%E2%80%9Dapplic













Distribution

Big Tent Creativity: Distribution


Time Shifting AND Place Shifting Nomadic Consumers are untethered Distribution must untether or risk irrelevance Content and context of equal importance



Consumption of Content It’s all about how a person wishes to be communicated

with

“We need to think more about the way consumers consume content, how that differs by the type of content, and why and where they are consuming it.” — Alan Schanzer, North American Managing Partner, MEC Interaction-Media, June 2007



B2C leads to B2B “The B2B market consists of experts. These people are

professionals. And yet, they can’t escape the fact that they’re also HUMAN. Being human, they’re subject to the same laws of life as the rest of us.” — competitivebranding.com











Offroading Where are your customers?

Physically / Mentally / Virtually





Don’t just think outside the box, rethink what the box is!

Search for opportunities to connect

The inseparable media/message mix



Cingular // (unknown)



Kill Bill promo // Saatchi & Saatchi (New Zealand)



Bic // (unknown)



Benjamin Moore // (unknown)



K Karate School // (unknown)



TAXI (Canada)



Folgers Coffee // Saatchi & Saatchi



Canon Street Marketing // Leo Burnett



FedEx Kinkos // (agency unknown)



Procter & Gamble // (agency unknown)



Wisconsin Public Service // Imaginasium



Schneider Logistics // Imaginasium



Papa John’s Pizza // Saatchi & Saatchi



St. Norbert College // Imaginasium



Lego // Ogilvy & Mather



Venice Casino // AdmCom



Accessorize // Saatchi & Saatchi (Switzerland)



IWC Watches // Jung Von Matt (Hamburg)



Got Milk // Goodby, Silverstein & Partners (California)

Branded chocolate chip cookie scented bus shelters treat commuters to an unexpected multi-sensory experience.

MagniScent® olfactory scent sampling technology disseminates smell via scent-infused adhesives affixed to the inside of the bus shelters and undersides of the benches.



Unilever // (unknown)



Baltica // (agency unknown)



20th Century Fox Film Corp. & 7-Eleven // FreshWorks





Don’t just think outside the box, rethink what the box is!

Search for opportunities to connect

The inseparable media/message mix

Matrix+



Brochure

Sell Sheet

TV Campaign

Radio Campaign

Radio Sponorships

Banner Advertising

Website

Online Video

Email Newsletter

Direct Mail

Printed Newsletter

Postcards

CatalogsSpecial Events

Transit

Cinema SlidesCinema Pre-Roll

Posters

Floor Graphic

Event Banner

Event Sponsorship

SymposiumTrade Show

Newspaper Advertising

Trade Publication AdvertisingContests

Promotions

Sport Team Sponsorships

Press Releases

White Papers

Articles

Video ReleaseDVDs

Temporary Tattoos

Bill Stuffers

Special Events

Literature

Stationery

Branded Promotional Items

Identity Signage

Entry Graphics

Speaking Engagements

Point of Purchase

BillboardDoor

Hanger

Yard Signs

Wallscapes

Mall banners

Sales Kits

Annual Report

Road Show

Product Demo

Christmas Cards

Email SignatureOn-Hold Messaging

Sales TeamWord of Mouth

Airport Display

Buttons

SSORSS

Blogging

Podcast

Webinar

Gaming

Viral Video

YouTube

Mobile Marketing

Texting

Chat IM





Media-Neutral AND Solutions-Neutral Generational disconnect



Media Neutral AND Solutions-Neutral Generational disconnect

Team approach = solutions-neutral



Media Neutral AND Solutions-Neutral Generational disconnect

Team approach = solutions-neutral

Big Tent Creativity


Summary

Be where your customers are

Be relevant

Be alert to solutions from anywhere

Be open to

thank you.

Business

Big Tent Creativity