7. WHAT HAPPENS TO MARKETS?
1. Advertising Becomes “Content”
2. Talk With, Not At
3. Digital Mind-reading
“Consumers themselves are transforming. They walk into a retail locatioon
knowing more about the products than the retail associates.”
-- John Ross, Home Depot
8. WHAT HAPPENS TO MARKETS?
1. Advertising Becomes “Content”
2. Talk With, Not At
3. Digital Mind-reading
9. WHAT HAPPENS TO MARKETS?
1. Advertising Becomes “Content”
2. Talk With, Not At
3. Digital Mind-reading
“The marketing slogan that we use is ‘Find your customers before they search.’”
-- Tim Kendall, Facebook
10. WHAT HAPPENS TO PRODUCTS?
1. Every Product is A Media Experience
2. They Choose, You Curate
3. Loyalty that Lasts
!
11. WHAT HAPPENS TO PRODUCTS?
1. Every Product is A Media Experience
2. They Choose, You Curate
3. Loyalty that Lasts
• Limited areas
• Professional design team
• Evaluations and feedback
12. WHAT HAPPENS TO PRODUCTS?
1. Every Product is A Media Experience
2. They Choose, You Curate
3. Loyalty that Lasts
“You can’t compensate with communication for your lack of product.”
-- Arnaud Deschamps, Nespresso
13. WHAT HAPPENS TO BUSINESSES?
1. Price the Experience, not the Product
2. Partner like a Start-up
3. The New Newsroom
14. WHAT HAPPENS TO BUSINESSES?
1. Price the Experience, not the Product
2. Partner like a Start-up
3. The New Newsroom
“My job is to sell the collection of the people who worked hard to make them. I
go to Abercrombie or Ralph Lauren and I say: What service can I do for you?
What inventory is left? I will give you the best service. I’ll take all you’ve got,
and sell a high volume at cost price, so you don’t lose money.”
-- Jacques-Antoine Granjon, Vente Privée
EVERYONE CAN BE CONSUMER!
15. WHAT HAPPENS TO BUSINESSES?
1. Price the Experience, not the Product
2. Partner like a Start-up
3. The New Newsroom
•
•
•
•
Provide news and informations
Feed underlying interests or concerns
Host larger conversations
Connect individually
17. •
CONCLUSION
•
•
•
A book for entrepreneur rather than
for marketer/communicator
Classic but old examples
Change is the only constant
Embrace the future but keep calm