How To Fail
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The document critiques common marketing assumptions, arguing that most consumers do not care about brands or desire a relationship with them, as evidenced by low engagement rates and a lack of knowledge about brands. It highlights that brand loyalty is often superficial, with many consumers buying from multiple brands interchangeably. The author concludes that marketers should focus on creating relevant content that captures genuine interest, rather than pursuing ineffective strategies based on misinterpretations of consumer behavior.
How To Fail
- 2. OR:
- 3. WHY THERE IS NO AUDIENCE FOR WHAT WE MAKE
- 4. AND WHY THAT TRUTH WILL SET US FREE
- 6. ‘AUDIENCE’
- 7. ‘FANS’
- 8. ‘COMMITMENT’
- 10. ‘ENGAGEMENT’
- 11. ‘LOVE’
- 12. IT’S THE LANGUAGE OF CONSUMERS GIVING A SHIT
- 14. SO IF YOU WANT TO FAIL DO THIS...
- 15. ASSUME THAT PEOPLE CARE ABOUT BRANDS
- 16. ASSUME THAT PEOPLE WANT TO HAVE A RELATIONSHIP WITH YOUR BRAND
- 17. ASSUME THAT YOUR FANS ARE YOUR MOST VALUABLE CONSUMER
- 18. ASSUME THAT EVERYONE WANTS TO PARTICIPATE
- 19. ASSUME THAT PEOPLE WILL FIND YOUR CONTENT
- 20. ASSUME THAT DEPTH IS MORE IMPORTANT THAN BREADTH
- 21. WHAT?
- 22. MOST PEOPLE DON’T CARE THAT MUCH ABOUT BRANDS
- 23. “Welcome to the Domestos Germ buster app. Play the germ buster game to destroy those ‘menacing nasties’ that lurk in your home and learn about the benefits of Domestos over thin bleach.”
- 24. MOST PEOPLE DON’T KNOW MUCH ABOUT THE BRAND THEY BUY
- 25. SOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE 50% OF ALL KNOWLEDGE ABOUT A BRAND IS HELD BY JUST 20% OF ITS BUYERS
- 26. SOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE 80%OF A BRAND’S BUYERS KNOW A LITTLE OR NOTHING ABOUT THAT BRAND
- 27. ALMOST EVERY APP BUILT FOR A BRAND ON FACEBOOK HAS PRACTICALLY NO USAGE... HEAVY, ‘IMMERSIVE’ EXPERIENCES ARE NOT HOW PEOPLE ENGAGE AND INTERACT WITH BRANDS... HEAVYWEIGHT EXPERIENCES WILL FAIL BECAUSE THEY DON’T MAP TO REAL LIFE.” PAUL ADAMS, GLOBAL HEAD OF BRAND DESIGN AT FACEBOOK “
- 28. 0.5% PROPORTION OF FANS TALKING ABOUT A BRAND ON FACEBOOK SOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIFE?’, ADMAP, MAY 2012
- 29. PEOPLE DON’T HAVE A RELATIONSHIP WITH YOUR BRAND
- 30. THE VAST MAJORITY OF CONSUMERS HAVE MULTIPLE PARTNERS
- 31. 72% OF PEPSI DRINKERS ALSO DRINK COCA-COLA SOURCE: TNS IMPULSE PANEL (UK)
- 32. ‘YOUR CONSUMERS’ ARE JUST SOMEBODY ELSE’S CONSUMERS WHO OCCASIONALLY BUY YOU
- 34. 100 BILLION NEURONS WITH ROUGHLY ONE MILLION BILLION CONNECTIONS EACH FIRING AT 10 TIMES PER SECOND
- 36. PEOPLE WITH STRONG SOCIAL NETWORKS LIVE LONGER SOURCE: GILES, GLONEK, LUSZCZ, ANDREWS, ‘EFFECT OF SOCIAL NETWORKS ON 10 YEAR SURVIVAL IN VERY OLD AUSTRALIANS: THE AUSTRALIAN LONGITUDINAL STUDY OF AGING’, J EPIDEMIOL COMMUNITY HEALTH 2005;59:574-579
- 37. COMPARED WITH HUMAN RELATIONSHIPS BRAND RELATIONSHIPS ARE THIN
- 38. “MOST OF US GO THROUGH LIFE FINDING IT HARD ENOUGH TO HAVE GOOD RELATIONSHIPS WITH THE REAL PEOPLE IN OUR LIFE LET ALONE ALL THE BRANDS WE BUY.” BRUCE MCCOLL, GLOBAL CMO, MARS
- 39. WHAT’S LOVE GOT TO DO WITH IT?
- 40. YOUR FANS ARE NOT YOUR MOST VALUABLE CONSUMER
- 41. 0 3075 6150 9225 12300 1 x 2 x 3 x 4 x 5 x 6 x 7 x 8 x 9 x 000’s of HHs buying THIS IS FRUCTIS ANNUAL PURCHASE FREQUENCY SOURCE: NIELSEN
- 42. 0 3075 6150 9225 12300 1 x 2 x 3 x 4 x 5 x 6 x 7 x 8 x 9 x 000’s of HHs buying THIS IS WHAT IT NEEDS TO DO TO LOOK LIKE PANTENE ANNUAL PURCHASE FREQUENCY SOURCE: NIELSEN
- 43. 0 3075 6150 9225 12300 1 x 2 x 3 x 4 x 5 x 6 x 7 x 8 x 9 x 000’s of HHs buying SOURCE: NIELSEN ANNUAL PURCHASE FREQUENCY FANS
- 44. YOUR BRAND’S HEALTH DEPENDS ON LOTS PEOPLEWHO DON’T KNOW YOU WELL DON’T THINK OF YOU MUCH AND DON’T BUY YOU OFTEN IF AT ALL
- 46. DISTINGUISH BETWEEN ACTORS AND THE THE AUDIENCE
- 47. MOST PEOPLE DON’T WANT TO PARTICIPATE
- 49. SOURCE: DELOITTE/BARB AND UKCOM/NIELSEN, UK Facebook, Twitter, and LinkedIn TV 6.4bn hrs. 182m hrs. Aggregate consumption year to May 2011
- 50. OF 200 BRANDS STUDIED ONLY ONE SHOWED A LEVEL OF ENGAGEMENT OVER 2% source: Karen Nelson-Field & Jennifer Taylor, ‘Facebook fans: A fan for life?’, Admap, May 2012
- 52. 20% PASSIVE 60% EASY 17% INTENSE 44% INITIATION FRIENDS, FAMILY & PHOTOS TV, ENTERTAINMENT & LIFESTYLE SOURCE: BBC
- 53. JUST BECAUSE PEOPLE ARE PARTICIPATING WITH EACH OTHER DOESN’T MEAN THEY WILL PARTICIPATE WITH BRANDS
- 56. 1 IN 1,000,000 ODDS OF A PERSON VIEWING YOUR CONTENT ON YOUTUBE SOURCE: WISTIA.COM
- 57. 0.9% AVERAGE CLICK THROUGH RATE SOURCE: ADVERTISING RESEARCH FOUNDATION
- 58. 4,875 PIECES OF CONTENT THE AVERAGE FACEBOOK USER RECEIVES EVERY DAY SOURCE: FACEBOOK
- 62. 0 3075 6150 9225 12300 1 x 2 x 3 x 4 x 5 x 6 x 7 x 8 x 9 x ANNUAL PURCHASE FREQUENCY BRANDS DEPEND ON BIG, BROAD POPULATIONS
- 63. THE BIG DIFFERENCE BETWEEN BIG AND SMALL BRANDS IS NOT HOW MUCH LOYALTY THEY GET BUT HOW MANY PEOPLE BUY THEM
- 65. SO...
- 66. MUCH OF WHAT WE MAKE IS NOT VITAL BUT TRIVIAL
- 67. MUCH OF WHAT WE MAKE IS NOT VITAL BUT INCIDENTAL
- 88. THERE IS NO AUDIENCE FOR WHAT WE MAKE
- 89. OUR TASK IS NOT NURTURING ENTHUSIASM BUT OVERCOMING INDIFFERENCE
- 93. BE PART OF WHAT INTERESTS PEOPLE
- 95. TAKE A POSITION DON’T JUST HAVE ‘A POSITIONING’
- 96. “JUST MOVE ME, DUDE” DAN WIEDEN