PSDA Presentation 02082008
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The document discusses new marketing strategies for brands in the Web 2.0 era, focusing on the concept of "Lovemarks" introduced by Kevin Roberts. Roberts argues that brands must move beyond being recognized to being loved by consumers through mystery, passion, and emotional storytelling. Successful brands will form deep emotional connections and be "owned" by their fans rather than controlled by the company. The document provides several examples and strategies for creating Lovemarks, including social media marketing and leveraging consumer-generated content.
PSDA Presentation 02082008
- 1. Web 2.0 New Marketing Strategies for PSDA Joel Warady Principal Joel Warady Group February 8, 2008
- 2. It’s Tough Out There! New Marketing Demands More Than New Ideas It Demands a Reinvention of the Entire Organization
- 4. “ Why do we need Brand Marketing Innovation?” 1. Brands are worn out from overuse. 2. Brands are no longer mysterious. 3. Brands can’t understand the new consumer. 4. Brands struggle with good old-fashioned competition. 5. Brands have been captured by formula. 6. Brands have been smothered by creeping conservatism. Source: Lovemarks: The Future Beyond Brands , Kevin Roberts
- 5. Kevin Roberts: Lovemarks!
- 6. “ When I first suggested that Love was the way to transform business, grown CEOs blushed and slid down behind annual accounts. But I kept at them. I knew it was Love that was missing. I knew that Love was the only way to ante up the emotional temperature and create the new kinds of relationships brands needed. I knew that Love was the only way business could respond to the rapid shift in control to consumers.” —Kevin Roberts/ Lovemarks
- 7. Brand …………………………………………. Lovemark Recognized by consumers …………. Loved by People Generic…… …………………………………… Personal Presents a narrative …………….. Creates a Love story The promise of quality … ……… A touch of Sensuality Symbolic ………………………………………….. Iconic Defined ………………………………………….. Infused Statement ………………………………………….. Story Defined attributes ……..………... Wrapped in Mystery Values ………………………..……………………. Spirit Professional ……………..……... Passionately Creative Source: Kevin Roberts, Lovemarks
- 8. “ Human Beings are Powered by Emotion, Not by Reason” How does this change the way you market your brand?
- 9. “ When we were working through the essentials of a Lovemark, M y ster y was always at the top of the list.” — Lovemarks: The Future Beyond Brands , Kevin Roberts
- 10. “ Most businesses are obsessed with downplaying Mystery. They are determined to frame the world so it fits their own systems and processes. No wonder they find it tough to communicate with anyone, including their own people. They pump out specifications, details, diagrams. Define this benefit. Delineate that target. Write plans and strategies backed up with statistics. It’s not going to work. It’s not going to work in the airline business, the food business, the cleaning business, or any other business. How can it? Every major industry player now has exactly the same data, the same research suppliers, the same techniques, the same processes, and, in many cases, the same people.’ ” — Lovemarks: The Future Beyond Brands , Kevin Roberts
- 11. “ Lovemarks are owned by the people who love them.” — Lovemarks: The Future Beyond Brands, Kevin Roberts
- 12. “ Human beings are powered by emotion, not by reason.”—KR “The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions.” —Donald Calne, neurologist Source: Lovemarks: The Future Beyond Brands , Kevin Roberts
- 17. Top 10 “Tattoo Brands”* Harley .… 18.9% Disney .... 14.8 Coke …. 7.7 Google .... 6.6 Pepsi .... 6.1 Rolex …. 5.6 Nike …. 4.6 Adidas …. 3.1 Absolut …. 2.6 Nintendo …. 1.5 * BRANDsense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound , Martin Lindstrom
- 18. The Power Is the Story Tom Peters10.15.04 for Better By Design
- 19. Story > Brand
- 20. Marke t Power = Story Power = Dream Power
- 21. Things To Do … 1. Ask everyone you work with for a story that reflects what makes your brand special to them. The more diverse the stories, the richer the brand. 2. How would you tell consumers how much you personally love your brand? If you think they wouldn’t care, re-think how you are talking with them. 3. Ask three friends—people not in the same business—for a story about your brand. If they haven’t got one, you’ve got work to do. 4. Make a list of stories about your competitors that you wish were about your brand. Get out there and capture them yourself. Source: Lovemarks: The Future Beyond Brands , Kevin Roberts
- 22. “ Apple opposes, IBM solves, Nike exhorts, Virgin enlightens, Sony dreams, Benetton protests. … Brands are not nouns but verbs .”
- 23. Search Marketing and Advertising 5.1 billion searches via the internet in 2007 21% of current Internet users consider online advertising to be the most relevant By 2011, 10% of all US ad dollars will be spent online Google captured 60% of global search advertising in 3rd quarter of 2007
- 24. Search Marketing and Advertising Most Efficient for Customer Acquisition $8.50 per new customer $20.00 new customer / phone book $50.00 new customer / online ads $60.00 new customer / emails $70.00 new customer / direct mail 700,000 current online advertisers in US 2 - 4 million by 2011
- 25. What is PPC Advertising? Search Engine Optimized Advertising Advertising to people who are already interested in your product or service Advertising to people who are motivated to take action Advertisers pay only when users click through to your site Advertisers set their own cost per click
- 26. Characteristics of a PPC Google Ad Google is a clean, white page, easy to read 8 spaces for advertisements on right hand side of page Listings on left hand side of page are free Google does not sell advertising to be included in search results Top two spots are paid advertising for large volume advertisers
- 29. Writing Power Google Ads Writing Google ads: Not as easy as you think Headline – 25 characters max No exclamation point Copy – Only 2 lines 35 characters per line Can’t use all caps Only 1 exclamation point in copy Limited use of the word free URL is maximum of 35 characters
- 33. Understanding the Power of Keywords Google AdWords utilize Keywords to generate ad relevance Understand your customer Get inside their head when choosing keywords Use multiple keywords Stay away from general words Use keyword phrases
- 37. Social Networking Sites MySpace 179 million registered users 48 million unique users every month 41% of visitors = 35-54 age group Facebook 13 million users per month High School, College, and Alumni, The World
- 38. Social Networking Sites Unique Visitors in September, 2007 Facebook 13.3 million Linked-In 9.3 million Xania 7.0 million Heavy 6.9 million Photobucket 4.7 million Bebo 2.4 million Digg 1.3 million
- 46. Social Networking Ad Spending $2.15 billion by 2010 MySpace will dominate in 2008 $525 million in 2007 $180 million in 2006 Jeep launches MySpace Jeep page “Fish where the fish are”
- 47. What’s Changed??? “ The world has shifted from e-business to me business”
- 48. The Next Big Thing? Social Networks on a Smaller Scale (Built around a common interest) Yelp (Real Reviews, Real People)
- 50. The Next Big Thing? Social Networks on a Smaller Scale (Built around a common interest) Yelp (Real Reviews, Real People) Dogster (Dog Lovers) 600,000 registered users 80% female Well-educated $70,000+ income “ Marketing Amplified by Passion”
- 52. Social Networking Targets Boomers Eons.com 50 years old + Are “older” people online? 50% of Americans +60 are online 25% of Americans +70 are online 20% of people over 55 expressed interest in a social networking site Compared to 75% of 18 - 27 year old (Jupiter Research)
- 54. Why do People Join Networking Sites? 78% to meet people 47% to be entertained 38% to learn something 23% to influence others Consumer brand owners use the following: Branded microsites Customer reviews Peer to Peer trading Community created products
- 58. Viral Brand Awareness You Don’t Own Your Brand They own your brand Who are they??? Customers Users Lovers Haters Competitors The People of Earth
- 62. Viral Brand Awareness Word of Mouth Agents Email Instant Messaging Blogging Phone Phone Cameras BzzzAgent 220,000 agents Agents receive points Points are exchanged for gifts
- 63. Viral Brand Awareness WOM Agents have their most successful interaction when in store or in meetings In Store Work Social Gatherings Restaurants / Bars School Travel (Keller Fay Group - Boston Sept. 2006) When approaching strangers, agents should identify their affiliation
- 64. The Year(s) of Me-Media You-Tube 125 million daily downloads….DAILY!!! Launched January 2005 Video of Choice for My-Spacers Nike Video 2 1/2 minute video of Brazilian soccer star Ronaldinho Viewed 20 million times on You-tube Placement Cost - $0
- 72. Consumer Generated Media CGM Diet Coke / Mentos 600,000 views on You-Tube Sales of Mentos up 14.5% in first 9 months of 2006 Coke’s reaction
- 73. Consumer Generated Media Who’s Involved? Frito-Lay MasterCard Nissan American Express Get People Engaged Create videos Upload for approval Post online to enable viral marketing
- 74. Blogs and Your Brand 81% of online searchers read blogs 53% read them weekly 70% of the 53% pass the information on to others Should you write your own Blog Okay if you are transparent Absolutely no if through subterfuge Wal-Marting Across America
- 77. Mobile Marketing US lags the rest of the world US response to text ads - 7% Europe response to text ads - 29% Targeted mobile ads 50% higher response rate 78% of those polled said they would be willing to receive a targeted mobile ad
- 78. In-Game Advertising Create ads that are dynamically added to Web 2.0 games Ads are added dynamically via the web Ad spend of $560 million by 2009 Second Life (Linden Labs) Created an online society 1,300,000 people participating Avatars Stores in virtual world Ad agencies in virtual world
- 80. Brand Journalism Create a transparent company Your customers and your critics are going to talk about you whether you want them to or not. You can’t control the message! But you can enable the dialogue… Ford Motor Company www.fordboldmoves.com 856,000 unique visitors in 1 month Average visitor stay is 8 minutes HUGE Opportunity for Branding!!!
- 82. Marketing Without Marketing: A Brand Hijack Manifesto Let go of the fallacy that your brand belongs to you. It belongs to the market. Co-create your brand by collaborating with your customers. Scrap the focus groups, fire the cool chasers, and hire your audience. Facilitate your most influential and passionate customers in translating your brand’s message to a broader audience. Be patient. Your brand initiative could take years – or weeks – to take off. Be flexible. Carefully plan every step, but be totally open to having the story rewritten along the way. Lose control. Free yourself to seize sudden opportunities that only last for moments. Resist the paranoid urge for consistency. Embrace the value of being surprising and imperfect. Respect your community. Draw the line between promotion and the adbusting trinity of manipulation, intrusion, and co-option. Let the market hijack your brand.