Presentation to the University of Tampa Ad Club on the future of advertising.

1. ertising
Th e Future of Adv
03.24.08

2. 7 New Principles
of Modern
Marketing
More on that in a minute...
2

3. My role in our agency...
Uncover rich
insights to
inspire big ideas
3
SVP, Director of Brand Planning

4. What I Want
4
Uncovering Insights

5. Who I Am
5
Uncovering Insights

6. What I do
This Is Patrick
Name: Patrick Delaney
Age: 25
Location: New York, Tokyo, Sydney
Birthplace: San Francisco
Occupation: art fabricator and fashion model
Good Magazine
6
Uncovering Insights

7. Brand Truth
7
Uncovering Insights

8. How?
8
Uncovering Insights

9. Traditional
Methods
Focus Groups
1x1 Interviews
Ethnographic Studies
Cultural Anthropology
Surveys
Labs
9
Uncovering Insights

10. Newer Methods
del.icio.us
10
Digital Anthropology
Source: Paul Isakson

11. Newer Methods
11
Digital Ethnography

12. Create, Produce, Write
TENET PERFORMANCE: AIRLINES
Brief
Communications
Twenty-Two Squared
Caribou has a
ound ? fuel, energy drinks),
What ’s t he ba ckgr converging (connoisseur, on-the-go mium coffeehouse. As a mid-
With the coffee category elevate itself as a
super-pre have
point-of-view they
e to differentiate and
d achiev
rare opportunity with a distinctly unique to be ignited by the
giants and locals), that are just waiting
less an
sized brand (between n of passionate advocates always translated to the store level.
We
matter
amassed a high proportio
ive evident in Minneapo
lis but not
marketing and their
customer
ts that ally dr passion that is clearly their people, their .
that re
idea that can galvanize the brand and attract more customers
at tene tenets most on
need an inside-out
to further differentia
te
excels ance on rlines excels
experience, working th e m?
hwest
to kno w ab out
at ’s i mp or tant
Sout rform . ing w ith and wh with a set of
erage pe rast, Virgin Ai vocacy Who a re we t alk who will speak to
people who can identify and:
ct on ad
an inclusive brand coffeehouses
Caribou is people who frequent
only av
setting
beliefs. They are g more efficient and
nt st impa characteri stics and fast/doing more/bein
cy; in co th the greate
between moving
- Feel the tension ng life. and go,
for perspective/ appreciati a place either to get something
advoca wi borders/p ausing
view coffeehouses
as
tenets - Based on the ocassion, relax awhile, or an indulgence. buy things on
the two a place to sit down
and companies and will
ntally responsible
- Support socially and environme
their beliefs.
principle to express better.
- Believe that natural things are
r li fe ? for perspective and
we pl a y in thei day. Help them pause
What rol e cou ld the course of their our environment
and our
op during through our coffee,
Be their mountaint
and comfort of nature them day in and day
out.
experience the clarity brand that inspires
to be that soulmate
people. We want
tter s to the m?
lie ve i n th at ma of inspiration and
What d o we be that needs a balance
coffee, served in
the most
of life creates a tension of the most natural
We believe the speed the comfort and clarity
of peace
believe our customers a sense
perspective. We arth people gives
nt by the most down-to-e
natural environme
them seize their day.
and a spark that helps
e ngage the m? ways for
where can we best se experience and build out. Provide natural
How, when a nd with the coffeehou coffee in the most
From the outside in. Start e and experience
e, share their perspectiv
people to feel perspectiv
way possible.
r frien d? with a
son al it y a s thei Passionate and curious are
What ’s our per a positive energy
worthy of sharing.
supports things that
with es and
The optimistic friend outdoors and appreciat
into nature and the
quirky wit. Really
and inspiring.
pure, real, relaxing
cred ible ?
What makes u s of discovery on Sable
Mountain. from,
smell where it comes
- Our seminal moment for itself, taste and
letting the bean speak
- Natural coffee:
and pure le, relaxing, real and
unprocessed, fresh setting that is comfortab
nt: nature-inspired
- Natural environme in
with a sense of pride
inspires clarity optimistic people
arth, approach able, natural properties
- Real people: down-to-e understanding of coffee and its
a keen
what they do and
? about
ing o f t his pe rson get to a Caribou. We want them to talk
What are w e ask past a Starbucks
to
to drive
We want people their lifestyle.
it a regular part of
Caribou and make gain from our
the perspective you
seize the day with
Coffee helps you
Key Ide a: Caribou
experience.
nature-inspired coffee
42
Campaign
Assignment: Brand
Date: 02.15.08 Job #:
Client: Caribou Creative: Treacy
Authors: Evans, Murphy
Reports Briefs Strategies Workbooks
There’s a tension in America today. A pull between two forces that seems nearly
unsolvable. Our culture, technology and corporate engines all demand us to be faster,
produce more, be more efficient. Yet inside, at least in our heads, we know that we
need to draw some lines. Set borders, so that we don’t forget what’s important. All to
often we disconnect from our own sense of humanity and gulp down bitter fuel in an
effort to keep going at the frantic pace we have. It’s time to connect, to go within, to
breathe and get the perspective only natural things can bring you.
That’s exactly what our founders did the day they reached the top of Sable Mountain.
After a strenous climb, they reached the summit and were rewarded with a
sensational view of boundless mountains, clear blue sky, and a herd of caribou
thundering through the valley. They breathed in the cool air clearing their minds and
gaining a whole new perspective. Then it happened. The eureka moment and the
entrepreneurial vision that began Caribou Coffee.
It’s that moment that is the driving force of our company. To give people the perfect
outdoor-inspired place within the context of urban & suburban life to gain some much
needed perspective on their day. So they can get rid of the haze in their heads, the
confusion in their guts and have a new attitude and outlook. Here’s the cornerstones
of our experience:
1. Natural coffee: letting the bean speak for itself, taste and smell where it
comes from, unprocessed, fresh and pure
2. Natural environment: natural mountain-lodge setting that is comfortable,
relaxing, real and inspires clarity
3. Natural people: Down-to-earth, unpretentious, optimistic people with a sense
of pride in what they do a keen understanding of coffee and its natural
properties
To us, it’s all about experiencing the most natural coffee in the most natural way,
being served by very natural people. Look at us as your mountain top on the way to
work, on the corner, and in your neighborhood. And even though the world can be a
very serious place, we don’t take our selves too seriously. We just want to give you
new sense of possibility, of what you can do or can be. It’s here where you can find
the perspective you need to appreciate life, feel inspired and sieze the day. That’s
our purpose. To not only give you the worlds best cup of coffee, but to give you a
better outlook. That’s why we’re here. Enjoy the view.
Manifestos Books Videos Blog
12
Insights That Inspire

13. “To love what you
do, you have to do
what you love.”Life Is Good
13

14. The Future of
Advertising
14

15. There is none.
15

16. Thank You
16

17. Only
Kidding
17

18. The Future of
Marketing
18

19. 19
Courtesy of Richard Huntington (www.adliterate.com)

20. Spending on Alternative Media Jumps 22% Annual growth rate since 2002
e-direct marketing, word-of-mouth marketing, and e-custom publishing 28.6%
event sponsorship and marketing, paid product placement, advergaming and
13.4%
$73.43 billion
webisodes
in 2007
branded entertainment and interactive marketing 17.5%
entertainment - local pay TV, digital out-of-home media, video on demand,
interactive TV, and digital video recorder, video game, home video and satellite 15.0%
radio advertising
search and lead generation, online classifieds and displays, e-media, online
video and rich media, internet yellow pages, consumer-generated ads, and 31.4%
mobile advertising
online, mobile, entertainment and digital out-of-home advertising 26.2%
non-traditional media 21.7%
20
Source: Advertising Age, March 26, 2008

21. Traditional Branding
Using communications
to influence people’s
attitudes and
perceptions of the brand
21
Goal: Loyalty

22. The Purchase Funnel
Persuasion: Over and Over
awareness
consideration
preference
purchase
22

23. Problem:
It’s Not Working
Sick of being :
• Sold to
• Broadcasted at
• Duped, over-hyped
• Stereotyped
23

24. See?
24

25. Brands that are perceived
to act on their customers’
behalf have 32% more
advocates*
25
* 22 Squared Friendship Model Research

26. People want brands
that ACT less like
persuasive sellers and
more like helpful friends
26

27. Modern Branding
Using marketing actions
to influence how people
act and what they say
about a brand.
27
Goal: Advocacy

28. Flip It Upside Down
Social Relationships: Multiply
meet
intensify
integrate
bond
advocate
28

29. “Building relationships
through our brands is the
future of marketing.”
Jim Stengel, CMO of P&G
29

30. Treat me well
and I will return
the favor.
30

31. How do we
create
advocates?
31

32. Provide value
through
marketing
32
Marketing is part of the product or service a brand offers

33. Make people’s
lives better
33

34. Simple
enough?
34

35. How?
35

36. Have a purpose, a belief,
that’s bigger than the
product or service.
36
Purpose/Belief

37. People
Against
Dirty
37
Purpose/Belief

38. Campaign
For Real
Beauty
38
Purpose/Belief

39. Make great design
available to everyone
39
Purpose/Belief

40. Small is
better
(and cooler)
40
Purpose/Belief

41. Marketing is the
Product/Service
41
people don’t separate the product experience from the marketing experience.

42. “Remarkable marketing is
the art of building things
worth noticing right into
your product or service.”
Seth Godin
Author / Speaker / Marketing Expert
Purple Cow
2002
42
Product is marketing

43. 43
Product is marketing

44. 44
Product is marketing

45. 45
Product is marketing

46. 46
Product is marketing

47. 47
Product is marketing

48. But companies
need our help
48
Product is marketing

49. They need
inside-out ideas
49
Product is marketing

50. Video that illustrates the big idea for Buffalo Wild Wings restaurantuers
50
Product is marketing

51. 51
Product is marketing

52. 52
Product is marketing

53. 53
Product is marketing

54. “We think the future of
advertising is having great
products with marketing
embedded in them.”
Jeff Hicks
CEO, CPB 2006
54
Product is marketing

55. But what if I don’t have
cool products or a great
experience?
55

56. You’re Screwed
56
Product is marketing

57. Only
Kidding
57

58. Add value
through content
> Entertain, give helpful advice people can use.
58
Value through content

59. Content (stu
people want) is
the new currency
59
Value through content

60. Create content so
useful, that
consumers can’t live
without it
60
Value through content

61. 24 sub brand <> Fill void of writers strike <> Comcast On-Demand & Direct TV
61
Value through content

62. 62
Value through content
Value through content

63. 75,000 MySpace Friends in less
than 3 months
1.4 million unique visitors to the
Gamekillers website which tied the
show to Axe Dry
60% is the sales increase that
Unilever believes that the show and
related Axe Dry’s sales in 2006
63
Value through content

64. Second season on
mobile/online platform
Jenny McCarthy,
Chelsea Handler and
Leah Rimini
Mothers provide real-
life input and vote on
inclusion into scripts
Getting back to beauty
in motherhood
64
Value through content

65. 65
Value through content

66. 66
Value through content

67. Create
experiences...
spend some QT
67
Experiences/Quality Time

68. Positive time spent with
brand is #1 predictor of
relationship strength*
68
Experience/Quality Time
* 22 Squared Friendship Model Research

69. A new idea standard:
Will they find it
interesting enough to
participate?
69
Experiences/Quality Time

70. Find the new ad <> When a solid gold dice <> Facebook Group for hints
70
Experiences/Quality Time

71. Taos Ski Valley Resort <> Teaser Campaign <> Online Momentum
71
Experiences/Quality Time

72. Wild messages <> Invite <> Online to Phone <> Encourage Camaraderie
72
Experiences/Quality Time

73. Got Milk? <> Immersive game <> Dwell times of up to 30 minutes
73
Experiences/Quality Time

74. Real People <> TV to Web <> 16 quarters of consecutive growth*
74
Experiences/Quality Time
Source: Paul Isakson

75. "The Charmin story is marketing at its best!"
Jim Sengel, P&G Chief Marketing O cer, Brand Week
Potty Palooza
27 ft. traveling bathroom
Air cond. <> Skylights <> Aroma Therapy <> Changing stations <> LCD Screens
5MM annual guests <> 10,000 rolls
75
Experiences/Quality Time
Source: Gigunda & Fast Co.

76. Become a bigger part of
their life by giving them
something they can use
76
Branded Utility

77. A new idea standard:
Can they use it to make
their lives better?
77
Branded Utility

78. “It’s where the brand creates something
genuinely useful to you, something that’s
a utility in your life. The consumer will
feel more confident with the relationship
if the brand will continue to be a part of
your life.”
Interview with Benjamin Palmer, Barbarian Group, and Johnny Vulkan, Anamoly
78
Branded Utility

79. Nike + ipod nano
79
Branded Utility

80. Hear your run <> See your run <> Connect with runners <> 90% reco rate
80
Branded Utility

81. Genesis Energy <> 55,000/day 10 min. per visit <> 370 registered schools
81
Branded Utility

82. Before and After Destination <> RSVP <> My Vegas Persona <> Sharing
82
Logic + Emotion: David Armano’s Blog
Branded Utility

83. Online Game
Relationship between
nutrition, obesity, socio-
ecomomics and culture
5-10 year outcomes
Recipes, meal plans &
personal creations
83
Branded Utility

84. Do Good
84
Societal Impact

85. And enable
consumers to do
good with you
85
Societal Impact

86. Loads of Hope <> After Natural Disasters
Partner with America’s Second Harvest
Donate by purchasing Tide Vintage Tee on Site
TV Campaign Support
86
Societal Impact

87. Pedigree Adoption Drive
Donates to drive with each purchase
Volunteer and adoption opportunities on site
$900K in 2007 <> Goal of $1MM in 2008
87
Societal Impact

88. Benefit Kids Living on the Street <> Download a Ringtone to Donate
88
Societal Impact

89. 89
Societal Impact

90. Invite them in
90

91. Satisfied Customer =
Someone who likes the brand
enough to buy it again
91
Invite them in

92. Advocate = Someone who
feels a sense of ownership in
the brand, and is motivated to
help it succeed
92
Invite them in

93. Give consumers a role in
helping the brand succeed;
listen to them; respond
93
Invite them in

94. 94
Invite them in

95. 95
Invite them in

96. 96
Invite them in

97. Have a belief
Marketing is the product/service
Add value through content
Spend QT through experiences
Utility: something they can use
Do good
Invite them in
97

98. Act like a friend
would act
98

99. ?
99

100. Special Credits
Griffin Farley: Brand Planner @ 22squared
Paul Isakson: Sr. Strategic Planner @ Space150
100