IN MARKETING + ADVERTISING

MUSIC KEY TAKE-AWAYS

IN MARKETING + ADVERTISING
WHATS NEXT

THEFUTURE OF ADVERTISING

THERE ISNT ANY.

THEEND

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THEFUTURE OF MARKETING

TOPICS / AGENDA
BRANDSOLD MARKETINGNEW MARKETINGINNOVATIONENGAGEMENTUTILITYINSIGHT

BRANDS &BRANDING HAVENT CHANGED

BRAND =COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY.

BRANDING =USING MARKETING TO INFLUENCE PEOPLES ATTITUDES TOWARDS, AND PERCEPTIONS OF, THE BRAND.

BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGH CONSISTENT POSITIVE EXPERIENCES & ENGAGEMENTS WITH A PRODUCT, SERVICE OR COMPANY.

TREAT MEWELL, AND ILL RETURNTHE FAVOR.

OLDMARKETING

OLD MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER

THIS ISNTWORKING.

I DONT KNOW WHAT WERE YELLING ABOUT!!!

A TIME FOR CHANGE
Were not in the business of keeping the media companies alive. Were in the business of connecting with consumers.

Trevor EdwardsVice President, Global Brand & Category ManagementNikeOctober 2007
Source: New York Times - http://www.nytimes.com/2007/10/14/business/media/14ad.html

MODERNMARKETING

MODERN MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
ADVERTISING
CONSUMER
CRM

MODERN MARKETING
[Digital] is the centerpiece of a broader campaign. I think thats become a real integral part of how we use the web, moving beyond just promoting web addresses in TV spots or print ads to really making them a critical part of the storytelling for the brands.

Rob MasterMedia Director, North AmericaUnileverMarch 2008
Source: Advertising Age - http://adage.com/article?article_id=125663

HOW CANYOU CREATE BRAND FANS?

DELIVERVALUETHROUGHMARKETING.

OR, MORESIMPLYPUT

MAKEPEOPLESLIVESBETTER.

O.K. SOUNDSSIMPLEENOUGH.

SO HOW CANWE DO THIS?

PRODUCTINNOVATION

BUILD THE MARKETING INTO THE PRODUCT.

MAKE THE PRODUCT SOGREAT, PEOPLECANT HELP BUT TALK ABOUT IT.

MODERN MARKETING
Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. Its a Purple Cow. Boring stuff is invisible. Its a brown cow. Remarkable marketing is the art of building things worth noticing right into your product or service.

Seth GodinAuthor / Speaker / Marketing ExpertPurple Cow2002
Source: Purple Cow / Seth Godin / Page 3

MODERN MARKETING
We think the future of advertising is great products that have marketing embedded in them.

Jeff HicksCEOCrispin Porter + BoguskyOctober 2006
Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/

MODERN MARKETING
Coming up with product innovations. That's what we're setting out to do.

Steven MarrsVice ChairmanGlobal Head of Digital and Branded ContentNITROApril 2007
Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893

MODERN MARKETING
Our belief is that marketing and product have converged. The consumer doesnt separate the marketing experience from the product experience.

Ajaz AhmedFounder & ChairmanAQKAMarch 2008

THE PRODUCT IS THE MARKETING




GREAT.BUT MY PRODUCT ISNT COOL.

WHAT CANI DO???

WELL,FRANKLYYOURESCREWED.

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ADD VALUETHROUGHCONTENT.

CONTENTIS THENEWCURRENCY

OR, AS TRACY MORGANWOULD SAY

CONTENT IS THE NEW PRESIDENT, BITCH.

PEOPLE WILLPAY FORGREATCONTENT.

CONTENT IS THE NEW CURRENCY
1 Week = $1.6 Million
Source: Chicago Tribune / Leisure Blogs / Turn It Up - http://leisureblogs.chicagotribune.com/turn_it_up/2008/03/reznors-one-wee.html

BRANDS WILLPAY FORGREATCONTENT.


[The agencys job is to create] content so valuable and useful that [consumers] wouldn't want to live without it.

Jeff HicksCEOCrispin Porter + BoguskyOctober 2006
Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/

ENGAGEMENT

ENGAGEMENT
The days of making funny things that may or may not have an effect on the client's business are ending.

Jeff BenjaminInteractive Creative Director Crispin Porter + BoguskyMarch 2008
Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd

ENGAGEMENT
CP+B FOLK LORE / MYTHOLOGY:

ALEX BOGUSKY DOESNT WANT TO SEE SCRIPTS ANYMORE.

DONT SHOW ME A SCRIPT. SHOW ME THE PRESS RELEASE.

ITS ALL ABOUT HOW PEOPLE WILL ENGAGE - WHY THEY WILL FIND IT INTERESTING & PARTICIPATE.
Source: Life Moves Pretty Fast - http://ameliatorode.typepad.com/life_moves_pretty_fast/2008/01/dont-write-me-a.html

ENGAGEMENT
16 QUARTERS OF CONSECUTIVE GROWTH
Source: BusinessWeek - http://www.businessweek.com/the_thread/brandnewday/archives/2008/02/crispin_downloa_1.html

ENGAGEMENT
No. 1 seller in Personal Grooming category on Amazon.com for the first two months after launch.
Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=53172

ENGAGEMENT

ENGAGEMENT

UTILITY

UTILITY
[Branded Utility] is where the brand creates a commitment to a relationship. Its where the brand creates something useful to you, something thats 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 PalmerCEO / OwnerThe Barbarian GroupOctober 2006
Source: psfk.com - http://www.psfk.com/2006/11/branded_utility_1.html

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 LawChief Creative Officer, North AmericaR/GAMarch 2008
Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd

UTILITY

UTILITY
[Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.

Nick LawChief Creative Officer, North AmericaR/GAApril 2007
Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893

UTILITY

UTILITY

UTILITY

HOW DOWE CREATETHIS KIND OFMARKETING?

CREATING BETTER MARKETING
We dont ask consumers what they want. They dont know. Instead we apply our brain power to what they need, and will want, then make sure were there, ready.

Akio MoritaCo-FounderSony 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 )

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 JobsCo-Founder, Chairman & CEOAppleMay 1998
Source: BusinessWeek - http://www.businessweek.com/1998/21/b3579165.htm

UNCOVERRICHCONSUMERINSIGHTS

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. Wed like to pride ourselves on the ability to capitalize on them.

Laura LangCEODigitas USAMarch 2008

HOW DO WE UNCOVERTHESEINSIGHTS?

OBSERVE+ LISTEN

TRADITIONAL METHODS
FOCUS GROUPS1x1 INTERVIEWSETHNOGRAPHIC STUDIESCULTURAL ANTHROPOLOGYSURVEYSUSABILITY TESTING / LABS

EMERGINGMETHODS

DIGITAL ETHNOGRAPHY & ANTHROPOLOGY

COLLABORATION

COLLABORATION
AGENCY
CONSUMERS
COMPANY
INFORMATION& INPUT
INSIGHTS & IDEAS
INNOVATION& CONTENT
BETTERBRANDS

COLLABORATION

COLLABORATION

IF YOU ONLYREMEMBERONE THING

MODERN MARKETING =MAKING PEOPLESLIVES BETTER.

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IF YOU WANT TO READ MORE OF WHAT IM THINKING

http://paulisakson.typepad.com/planning

THANKS

IMAGE CREDITS

IMG_6515Tony de MarcoFlickr
Anonymous at Scientology in Los AngelessklathillFlickr
Brick Tamland WallpaperAnchorman The Movie Web SiteBrick Wallpaper
Bloc Party Crowd @ Ogden TheatrePaul IsaksonFlickr
Google Screen GrabGoogleGoogle.com
iPhonee-Learning content authoringGoogle Loves The iPhone
WiiNetworking Audio/VideoX-OOM Software Brings Media Streaming To The Wii
Starbucks CoffeeBoston.comAging Music Heroes' Haven
Tracy MorganSaturday Night LiveBlack Is The New President, Bitch
Ghosts I - IVNine Inch NailsGhosts.nin.com

IMAGE CREDITS
RCRD LBL_ + WidgetsRCRD LBLrcrdlbl.com
Whopper FreakoutBurger KingWhopperFreakout.com
Shave EverywherePhilips / NorelcoShaveEverywhere.com
The Coke Zero GameCoca-Cola CompanyCokeZeroGame.com
The Coke Zero GameCoca-Cola CompanyCokeZeroGame.com
Nike+Healthy Living NYCEvery Step You Take...
Dominos Pizza BuilderDominos PizzaDominos.com
Dominos BFD Pizza BuilderAdverblog & Dominos PizzaDomino's Pizza Builder & Dominos.com
My VegasLogic + EmotionMy Vegas Is Showing: Brand Utility + Event Based Social Networking
Digital Ethnography + AnthropologyAll logos taken from their respective Web sites.

IMAGE CREDITS

Consumer CollaborationPaul Isakson[paul isakson]
KlusterKlusterKluster.com
My Starbucks IdeaStarbucksMyStarbucksIdea.com

CONTACT ME
PAUL ISAKSONSenior Strategic Planner space150

http://www.paulisakson.com/[email protected]

Just wanted to share a few thoughts today on where things are moving. This isnt 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.
So the future of advertising
Just Kidding But before I go on, that picture was from So Paulo, Brazil, where theyve banned outdoor advertising. The entire city looks like that. Ghosts of ads past. And this is a result of what is driving the change in advertising and marketing - people are tired of the information pollution cluttering their surroundings and interrupting their lives
Now, lets chat about the future outlook for marketing
The idea of brands and branding arent really going to change. How we go about building them is and will continue to do so
Just for a quick reminder
From the voice of the consumer. Much like the Golden Rule - Do unto others If brands do helpful and good things for people, people will continue to like and use them - giving the brand their hard-earned money.
All about pushing things out at people. A one way process. Shove, shout, sell.
Just pay attention to me Interruption
It has all become noise. Everybody is yelling and nobody has been listening. People arent sure what all the yelling is about anymore to them its not really worth yelling about, so theyve tuned it out and as a response, brands have just been increasing the volume this is broken
Smart brands are looking for ways to change that. If people are tuning out the noise, then its time to look for new ways that will help us connect better
Instead of using marketing to shove things out and yell, its about creating things that draw people in. Things that make them want to come learn/see/engage more.
If a brand does this right, theyll create a following. Theyll create their own passionate crowd
the digital space has become the primary hub for these gatherings to take place its an ideal point for people to collect and connect, both with each other and with brands.
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 its 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?
the iPhone even though they do advertise it, look at what the ads do they show you how you can USE it to make life better
the Wii again they advertise it, but they show people experiencing the product and how fun it is
Starbucks. They built a global coffee empire without global, or even national, advertising. Sure, they did local and grass roots to some extent, but largely it was people carrying around the cups and telling their friends the product marketed itself.
So, what if your product isnt innately cool?
Enhance the product through content
if you didnt see this online or on SNL last week, look it up. Anyway
Lets look at the music industry, where nobody buys music anymore
Trent Reznor made $1.6 million in one week when people could get 9 songs for free. Whatd he do? He made content that people believed was worth paying for.
Its not just people who will pay for content though.
If you havent heard of RCRD LBL, they are a Web site that lets people download new and exclusive songs for free through partnerships they have with their own artists and other labels. Brands pay to be presenting sponsors of widgets/content and so the labels and artists can still get paid while fans get free music
Heres 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 Ive picked two broader topics. The first is engagement. Content needs to be engaging if youre going to create brand fans.
But that content cant 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.
Heres a rumor / urban legend from CP+B that I thought was interesting Bogusky doesnt want to see the script for the content - he wants to see how it will be talked about - how and why will people care - what is going to make people want to interact or get involved
What CP+B has done with engaging content for BK is working. At a time when fast food is under scrutiny and the industry is seeing weakened sales, BK has been seeing consistent, solid growth.
Tribal DDBs engaging content for the Norelco Bodygroom helped it become the top seller in its category on Amazon
And heres a new example thats getting some buzz right now for Coke Zero
O.K., now moving on from engagement the second area of content I wanted to cover is one thats 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.
Heres 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, its about making their lives better
R/GA helped Nike do this in creating Nike+
Its not advertising. Its an application, like Barbarian was talking about
CP+B has helped Dominos 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 doesnt just stop with ordering your pizza though. Once youve ordered it, you can track how far along it is in getting to your door if youre short on time and need to order a pizza, why wouldnt you go this route over their competition?
and heres one that Critical Mass created for Vegas. Its a social network that lets you create your Vegas persona, because we all become someone else in Vegas, right and then you can connect with your friends to share pics, plan your trips, make reservations, buy tickets to shows for the Vegas lovers who go there more than a few times a year, this becomes a very useful tool
Now, how can we help our clients create this kind of marketing?
Sonys co-founder believed people didnt know what they wanted because they didnt know what was possible for the most part
Steve Jobs holds a similar belief
So how do you create things for people if they dont know what they want or need until they see it? By deeply understanding them and getting to the things they arent saying, but are revealing. Getting to rich insights.
Heres a quote on the importance and power of insight from the CEO of Digitas in this weeks 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
Some of the traditional ways we can uncover insights that still have their place and time its all about using the right tools and methods for what you need to learn in addition to these, I wanted to highlight a couple things that are getting used and talked about more and more
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 theyre 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 didnt 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 didnt 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. Its 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. Theyve been under scrutiny lately and now theyre looking to get ideas from passionate Starbucks drinkers.
Ive probably gone just over my 15-minutes (sorry Ben) but Ill close it up and ask that if you only remember one thing from all of this
Think about this on whatever youre creating now and next how can we make this make peoples lives better
For real this time
Last thing if you want to talk more about any of this, PLEASE come by my office or grab me when Im walking by. Id love to chat. And if you want to stay on top of what Im thinking around things like this, you can read them on my blog
Thanks for your time and now Ill turn it over to Ben
Added in for SlideShare.

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IN MARKETING + ADVERTISING