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Brand Marketing Summit - Learning to Drop the Filthy Curveball
- 1. Learning To Drop The Filthy Curveball KEITH HERNANDEZ @KEITHRHERNANDEZ FROM REAL ESTATE TO POINT OF VIEW
- 2. PUBLISHER + BRAND RECIPE FOR SUCCESS 2012 EDITION YOUR AD HERE Impressive Scale Cool Audience Fact Ample Space (next to good statistically relevant content)
- 3. PUBLISHER + BRAND RECIPE FOR SUCCESS 2018 EDITION Duopoly? Subscription Paywall? E-commerce? Audio? Programmatic? Print is cool again? Pivot to video? Experiential AR/VR? OTT Platforms?
- 4. +1.3 -1.9 -10.9 -24.7 -33.1 -37.9 -22.2 A65+ 2 – 1 1 Weekly time spent with live TV + DVR / time-shifted TV; Source: Nielsen Total Audience Reports Q22017, Q22016, Q22015 | via Axios : GenX vs. Y vs. Z: Shopping Habits Survey | via Retail Assist Q42016 ; Impatient, Distracted Consumers Upend Media Landscape; Source: eMarketer 2016, Nielsen 2018 | via Axios OF THE TOTAL U.S. POPULATION 70USE ANOTHER DIGITAL DEVICE WHILE WATCHING TV OR VIDEO PROGRAMMING % 58BR OWSE TH E IN TER N ET WH ILE WATC H IN G % OF GENERATION Z CONSUMERS 73 SAY THEY’D MAKE A PURCHASE BASED ON A SOCIAL MEDIA RECOMMENDATION % D ON ’T H AVE TH EIR FAVOR ITE R ETAILER ’S APP ON TH EIR PH ON E 74% Change in Minutes Spent Watching TV 2 0 1 4 – 2017 5 0 – 6 4 3 5 – 4 9 2 5 – 3 4 1 8 – 2 4 1 2 – 1 7
- 5. 48 Nielson Insights Report 2017Q3 OVERALL U.S. COMPOSITION MADE UP OF GENERATION Z & MILLENNIALS %
- 6. HOT TAKE Consumers don’t want to know what products or services your brand offers, they want to know why you created your brand in the first place.
- 9. Quality doesn’t have to cost a lot Put people first Give back to the community
- 10. TL;DR Gen Z & Millennials could care less about saving 15% or more on car insurance. They care about saving the world.
- 11. THE GRAND AMBITION Whether you’re a brand or a publisher, the reality is you need to reframe your approach in order to be successful.
- 12. HOW Some know how they do what they do WHAT Everyone knows what they do WHY Few know why they do what they do
- 13. WHY AREN’T MORE BRANDS STARTING WITH WHY? Margins suck! Requires way more time and energy Current way isn’t horrible, right? I mean… sales aren’t down that much
- 14. Be data informed, not data driven. HOW CAN MORE BRANDS START WITH WHY?
- 15. Quality doesn’t have to cost a lot Put people first Give back to the community
- 16. Quality doesn’t have to cost a lot Put people first Give back to the community Career Minds Report Insights Report 2017Q3 Youth Movement: Gen Z Boasts The Largest, Most Diverse Media Users Yet | Nielsen Insights 2017Q3 U.S. POPULATION COMPOSITION BY RACE & ETHNICITY Non-Hispanic White Non-Hispanic Black Hispanic Asian-American Other GEN Z 70% “How important are diversity & forward-thinking issues to you when thinking about an employer?”
- 17. Quality doesn’t have to cost a lot Put people first Give back to the community Getting to Know Gen Z: Beliefs, Preferences, & Behaviors; Source: Marketing to Generation Z… Jeff Fromm, Angie Read | via Marketing Profs 2018Q1 SOCIAL ISSUE IMPORTANCE BY GENERATION Affordable Education Racial Equality Poverty Gender Equality Labor Laws Immigration Reform Sexual Orientation Equality Generation Z Millennials Generation X Boomers %Agree
- 19. Focus on culture, not numbers. HOW CAN MORE BRANDS BUILD THEIR BUSINESS WITH WHY?
- 20. They don’t trust the old approach. WHY DOES THIS MATTER? Your target makes important decisions influenced by the belief that there are important changes happening in the world right now.
- 21. FILTHY CURVEBALL ˈkərvbôl noun The knee-buckling, gravity-melting hook that makes the batter reconsider their approach to the game.
- 23. DATA DRIVEN BRAND “There’s a growing trend!” D ATA IN FOR MED BR AN D “What can we learn from this format’s success to fuel our POV?” Builds content strategy around recent gender reveal trend Builds ad spot that incorporates gender reveal theme People love a payoff People love seeing athletes & celebrities humanized People enjoy a strong story in a short time frame
- 24. Shift from audience targeting to audience understanding. HOW CAN BRANDS APPLY THE WHY TO DISTRIBUTION & REACH?
- 27. Shift from Audience Targeting to Audience Understanding Be Data Informed, Not Data Driven THANK YOU! KEITH HERNANDEZ @KEITHRHERNANDEZ Focus on Culture, not Numbers START WITH WHY Put People First Commit
Notes de l'éditeur
- Changing Landscape - Publishing has never been easy, but only a half decade ago, the advertising side had a pretty simple formula to go to market and find client partners Look at our scale! Check out this interesting fact about our audience! Put your cool ad next to our cool content! In essence, digital advertising was real estate. And this made the advertising sales team real estate agents. They were looking to find willing partners to gobble up the open inventory. In 2012, if you built a strong enough brand, played the scale game you could walk into an ad agency and get the money.
- Fast forward to 2018 and do you know the #1 reason why a Gen Z’er will delete an app from his/her phone? Because they didn’t like how the logo looks mixed in with the others. Brand building is harder than it’s ever been because of choice, fragmentation and because the rules of brand loyalty have changed.
- This generation is using the same creative tools the professionals are. They have flattened the barrier to entry, so they can sniff bullshit a mile away. It’s beautiful, yet it’s terrifying. Let’s stop and think about that for a second. They get more likes and comments on Instagram than the people we pay good money to run our handles. They know the changes before we do. In actuality, we are learning from them!
- This generation is using the same creative tools the professionals are. They have flattened the barrier to entry, so they can sniff bullshit a mile away. It’s beautiful, yet it’s terrifying. Let’s stop and think about that for a second. They get more likes and comments on Instagram than the people we pay good money to run our handles. They know the changes before we do. In actuality, we are learning from them!
- Progress - With the growth of companies like BuzzFeed, Vice and Vox, branded content has become a popular source of revenue for upstart publishers but many think it’s a fad. It is not. The reality is branded content is fucking hard. It’s hard! Consumer behavior Millennials care less about saving 15% or more on car insurance and care more about saving the world. This is a good thing!!! They want to know what your brand stands for, why they exist. And they will pay a premium for it. There is the potential for a deeper emotional connection if you are approaching the relationship the right way.
- The Brandless POV - (Will pull from their About Us page - https://brandless.com/about) Quality doesn’t have to cost alot Put People First - safety, non-toxic, non-GMO Give back to the community
- Every single company should think and act like a publishing company
- What these successful publishers and brands are getting right is that they’re not selling what they do or how they do it––they’re selling their point of view and world perspective. They’re starting with the why.
- So what are we up against? What are the barriers––why haven’t more people jumped in? Aside from the fact that margins suck, this is a pretty radical leap in how much mental engagement is needed. It requires time, patience, commitment to your brand, and reassessing how you’ve approached finding success until now. Ultimately what it boils down to is shifting from being data driven to data informed.
- So what are we up against? What are the barriers––why haven’t more people jumped in? Aside from the fact that margins suck, this is a pretty radical leap in how much mental engagement is needed. It requires time, patience, commitment to your brand, and reassessing how you’ve approached finding success until now. Ultimately what it boils down to is shifting from being data driven to data informed.
- Let’s first go back to some of the differentiators in the groundbreaking brands that are finding success with Gen Z and Millennials. If we’re really looking at the people we’re trying to reach, research tells us that their makeup—and priorities—DO fully align with the core mission of the brands we looked to earlier.
- Let’s first go back to some of the differentiators in the groundbreaking brands that are finding success with Gen Z and Millennials. If we’re really looking at the people we’re trying to reach, research tells us that their makeup—and priorities––align to the core mission of the brands who are dominating the space right now
- Let’s first go back to some of the differentiators in the groundbreaking brands that are finding success with Gen Z and Millennials. If we’re really looking at the people we’re trying to reach, research tells us that their makeup—and priorities––align to the core mission of the brands who are dominating the space right now
- Let’s look to the entertainment world for a bit of recent inspiration: Lin-Manuel Miranda Beyonce Ryan Coogler Ava Duverney Chance the Rapper Shonda Rimes
- Ways to make diversity part of your overall strategy, from Tanzina Vega on Twitter: 1. Stop reacting to your lack of diversity in fits and starts and make it a part of your core mission as an organization. 2. Diversity is not a trend, it's an imperative to make sure your creative is better, more nuanced and more entertaining. 3. Develop the people you already have by investing in them, giving them high profile projects and supporting them. 4. Stop thinking there is a certain number of people of color or women you need to hire and thinking you have "enough." 5. Stop telling people you are on a mission to be more diverse so that's why you are reaching out to them 6. Groom diverse talent to be able to grow into senior management and other leadership roles. 7. Creative diversity should be intersectional. 8. Don't forget about class diversity. 9. Stop focusing so much on hiring "stars," the one coveted voice. Develop your own stars. 10. Pay attention to how you treat different staff members and confront your own internal biases.
- These brands are successful because instead of being driven by data points and internal structural politics, they’re INFORMED by audience data—integrating the values and culture that their target leans on to make decisions into the core of their business.
- So how do you win over this new generation? You have to hit them with the filthy curveball. That knee-buckling, gravity-defying hook that helps them see the world from a different perspective. On average, a person under 25 sees over a thousand ads a day. If you are throwing them straight cheese, they will see right through it and smack it right out of the park. We have to go back to core storytelling and surprise them with something new.
- To see this in practice, let’s look back to last summer when Gender Reveal videos were widely popular. Being data informed instead of driven means examining the key drivers behind a conversation trend and drilling down to WHY the needle is moving, not just how much.
- A standard data driven publisher would look at the success of this video, 2MM+ views, and say there is a growing trend for Gender Reveal videos, which they may be, but they end there. They direct their editorial team to uncover more and start upon a gender reveal strategy. IF the marketing team is looped in, they might come up with a gender reveal package for clients to buy into. All positive activity, but on surface level. The data informed company looks at the success of those videos and asks why they worked on a human level and how we could learn from it’s success to fuel their POV. As you dig in, you find common themes for the more succesful videos in this genre: There is a pay off - whether it;s pink or blue, there is an answer near the end of every video, usually met with celebration. The viewer is trained to wait for this pay off and is rewarded. Humanizes athletes - the videos, like this one, usually are shot in the backyard of the athletes house, with their significant other, friends and family. It takes these massive celebrities and brings them back to earth. It shows their emotional side and the event is pure joy. They are short - most last 20-30 seconds, providing a strong narrative arc in a short time frame. With that knowledge, the data informed publisher can create short original content with a strong pay off, that humanizes athletes and brings joy to the audience. They can then talk to their advertising partners about why and how this approach works and help them create original work that resonates with the intended audience.
- Right time, right place, right ad Fallacy - even if you nail all three of these via the best tech stack, you are still missing the emotional connection, the why. Being data informed works in tandem with understanding your audience vs. simply targeting demographics––dig into your target’s behavior. Why are some content and formats are resonating with your target over others? How can your content communicate WITH your target instead of to?
- Adidas Originals at large is on fire with this approach
- Commit Branded content and content marketing are not a fad, they are here to stay. Too often, companies are merely dipping their toes into the water and not fully committing. Make content your core and it will help drive insights in other parts of the business, you will be a company that values the humanities along with the science. It won't be easy to spot the successes in year one, but don't give up. The companies that success in the next twenty five years will be the ones with empathy, curiosity and commitment to creativity. Moving forward, the companies who become exceptional at this do so not because they think they are exceptional. They become amazing because they are obsessed with improvement. That obsession comes from a belief they are not that great at all. It's anti-entitlement. People who become great at something become great because they understand they are not already great - they are mediocre they are average - and they could be so much better. They are always learning, always growing, never entitled.