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Marwann AL SAADI Brieuc SAFFRÉ Stop marketing to people…

Stop marketing to people - context marketing

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...and begin marketing to situations! To know more about brand utility and context marketing, have a look to http://www.brand-utility.com and http://www.scanblog.com

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Page 1: Stop marketing to people - context marketing

Marwann AL SAADIBrieuc SAFFRÉ

Stop marketing to people…

Page 2: Stop marketing to people - context marketing

…and begin marketing to situations

s l a v i c k g o o n s x c . h u

Page 3: Stop marketing to people - context marketing

As a marketer, you always have tobring your solution to some specific

needs© S a n i y a A l S a a d i

Page 4: Stop marketing to people - context marketing

R o y a l s h o t o n s x c . h u

Whether youare a woman…

Page 5: Stop marketing to people - context marketing

t o l g a k o s t a o n s x c . h u

...a man

Page 6: Stop marketing to people - context marketing

J a n a _ k o l l o n s x c . h u

…a child

Page 7: Stop marketing to people - context marketing

c o l o n i e r a 2 o n s x c . h u

…or an old person

Page 8: Stop marketing to people - context marketing

You can be in a hurry…

a n a l o g o n f l i c k r

Page 9: Stop marketing to people - context marketing

tired…

g o o d y 2 2 3 0 o n s x c . h u

Page 10: Stop marketing to people - context marketing

bored…

C h r i s t i e m o n s x c . h u

Page 11: Stop marketing to people - context marketing

happy…

a r s e l o n s x c . h u

Page 12: Stop marketing to people - context marketing

…or thirsty

l u s i o n s x c . h u

Page 13: Stop marketing to people - context marketing

You can be an expert in finance…

n g o u l d o n s x c . h u

Page 14: Stop marketing to people - context marketing

…and a newbie in DIY

Page 15: Stop marketing to people - context marketing

It is all about context and situations

© S a n i y a A l S a a d i

Page 16: Stop marketing to people - context marketing

and how you can adapt your productor service to them…

L e g o m y p h o t o . w o r d p r e s s . c o m

Page 17: Stop marketing to people - context marketing

This is why you have to customizeyour speech

a c a b e n o n f l i c k r

Page 18: Stop marketing to people - context marketing

H u s h h u s h F R

Nestlé Aquareltargets its thirsty users in concerts, because they know they will be useful to them.

Page 19: Stop marketing to people - context marketing

They satisfy an instant need.

S a m e t i m e n x t y r o n d e v i a n t a r t

Page 20: Stop marketing to people - context marketing

Old spice engages tweeters andTV advertisement spectators…

© O l d S p i c e

Page 21: Stop marketing to people - context marketing

…answers to each tweet with apersonalized video…

© O l d S p i c e

Page 22: Stop marketing to people - context marketing

…and entertainspeople in a new way!

© O l d S p i c e

Page 23: Stop marketing to people - context marketing

MINI in USA answers to particularsituations with its Roadside assistanceapp…

Page 24: Stop marketing to people - context marketing

…and provides useful help to cardrivers facing problems on the road.

Page 25: Stop marketing to people - context marketing

A s o s . c o m w e b s i t e

Asos helps you choose your clothes dependingon weather and activity: your situation.

Page 26: Stop marketing to people - context marketing

Nowadays, people tend to care lessabout a company’s story

© S a n i y a A l S a a d i

Page 27: Stop marketing to people - context marketing

It is now all about discovering, livingand sharing new experiences

© S a n i y a A l S a a d i

Page 28: Stop marketing to people - context marketing

Whatever your product or service is…

b w a c l a w s k i o n s x c . h u

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…it is related to one “personal” situation

n a v i g e r g o o n f l i c k r

Page 30: Stop marketing to people - context marketing

Stop providing useless stuff toyour customers...

E l e c t r o n i c t o i l e tp a p e r d i s p e n s e r

Page 31: Stop marketing to people - context marketing

…and make them come to you by helping them.

S i t o r S q u a t i s a n i P h o n e a p p l i c a t i o n c r e a t e d b y C h a r m i n , t o i l e tp a p e r b r a n d .I t h e l p s y o u f i n dt h e n e a r e s t t o i l e t sa n d t e l l s y o u i f i ti s o p e n o r n o t .

Page 32: Stop marketing to people - context marketing

Social Media and geolocation for example are some good

opportunities to learn more about contexts and situations. They permit to collect data.

© S a n i y a A l S a a d i

Page 33: Stop marketing to people - context marketing

Fiat takes advantage of situationswith Ecodrive…

Page 34: Stop marketing to people - context marketing

…and provides a free and useful service helpingdrivers to consume less.

Page 35: Stop marketing to people - context marketing

Relationship is thus not limited to the purchasing process anymore…

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…and Fiat collects data to innovate andimprove its next cars.

D a t a t r o n

Page 37: Stop marketing to people - context marketing

Crème Brûlée carts in San Francisco take advantage of social media

c h r i s l e e s p h o t o s o n f l i c k r

T h i s C r è m e b r û l é ec a r t l e t s c u s t o m e r s

k n o w w h e r e h e i s t h r o u g h T w i t t e r a n d

g e o l o c a t i o n a p p s .

Page 38: Stop marketing to people - context marketing

…and bakers do even morefor their customers!

B a k e r T w e e t s e n d s a t w e e t t o f o l l o w e r sw h e n t h e b r e a d i sh o t a n d r e a d y .

Page 39: Stop marketing to people - context marketing

The History channel makes good use of geolocation…

The History Channel created tips on Foursquare that share historical facts with users when they check into specific locations.

They brought interestingand relevant information.

Page 40: Stop marketing to people - context marketing

Knowing situations will permit you to be more meaningful and relevant.

Page 41: Stop marketing to people - context marketing

Being relevant means bringing value andconverting new members to your brand!

© S a n i y a A l S a a d i

Page 42: Stop marketing to people - context marketing

Thank you foryour attention.

And many thanksto Saniya AlSaadisxc.hu, flickr.comusers for theircool photos.

Page 43: Stop marketing to people - context marketing

Inspired by

Helge Tenno 180360720.no

Faris Yakob farisyakob.typepad.com

Paul Isakson paulisakson.typepad.comTrendwatching trendwatching.com

TechCrunch techcrunch.com

The Book of Revelations thebookofrevelations.co.uk

Page 44: Stop marketing to people - context marketing

b k p 5 5 0 o n f l i c k r

scanblog.comtwitter.com/scanblogslideshare.net/scanblogfacebook.com/scanblog

marwann al saaditwitter.com/marwannas

brieuc saffrébrand-utility.comfluid-advance.comslideshare.net/brieuctwitter.com/_brieuc

August 2010