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Ad Agencies: How to Stop Chasing New Business

The Barkley agency has created a number of thought leadership platforms that drive our new business.

In this session of the Fuel Lines New Business Conference, Jeff Fromm, Executive VP at Barkley, shares how his agency has created a number of thought leadership platforms that drive new business. One of the most successful has been built around Millennial Marketing.

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Ad Agencies: How to Stop Chasing New Business

  1. 1. 1 Unlearn + Reimagine + Innovate + Evolve
  2. 2. 2 WE’RE BARKLEY
  3. 3. 3 WE’RE BARKLEY 50 IN REVENUE MILLION
  4. 4. 4FutureCast 2015 All Rights Reserved EMPLOYEE OWNERS
  5. 5. 5Copyright© 2014 by FutureCast. All rights reserved. FutureCast 2015 All Rights Reserved
  6. 6. 6 PEOPLE STARTED TALKING ABOUT US FutureCast 2015 All Rights Reserved
  7. 7. 7
  8. 8. 8 $1.3 TRILLION OF DIRECT SPENDING POWER 6 MILLION WITH HH INCOME ABOVE 100K 25% OF US POPULATION 11.6 MILLION MILLENNIAL HOUSEHOLDS WITH CHILDREN MILLENNIALS BY THE NUMBERS FutureCast 2015 All Rights Reserved
  9. 9. Millennial Milestones Source: Family Room LLC go to school get a job start a familyget married buy a house get a jobgo to school get marriedstart a family buy a house FutureCast 2015 All Rights Reserved
  10. 10. MASLOW HIERARCHY OF NEEDS 10Copyright© 2014 by FutureCast. All rights reserved. Self-Actualization Pursue Inner Talent, Creativity, Fulfillment Self-Esteem Achievement, Mastery, Recognition, Respect Belonging - Love Friends, Family, Spouse, Lover Safety Security, Stability, Freedom from Fear Physiological Needs Food, Water, Shelter, Warmth FutureCast 2015 All Rights Reserved
  11. 11. …FOR MILLENNIALS 11Copyright© 2014 by FutureCast. All rights reserved. Self-Actualization Pursue Inner Talent, Creativity, Fulfillment Self-Esteem Achievement, Mastery, Recognition, Respect Belonging - Love Friends, Family, Spouse, Lover Safety Security, Stability, Freedom from Fear Physiological Needs Food, Water, Shelter, Warmth FutureCast 2015 All Rights Reserved
  12. 12. THE MILLENNIAL MINDSET™ IS MORE THAN A DEMOGRAPHIC
  13. 13. FutureCast 2015 All Rights Reserved FUNCTIONAL + EMOTIONAL & PARTICIPATIVE BENEFITS TOTAL COST BRAND VALUE = ∑ NEW BRAND VALUE EQUATION
  14. 14. THE PATH TO PURCHASE IS NO LONGER A LINEAR MODEL 14 AWARENESS INTEREST DESIRE ACTION FutureCast 2015 All Rights Reserved
  15. 15. 15 MILLENNIAL BRAND LOVE
  16. 16. 16Copyright© 2014 by FutureCast. All rights reserved. UNIQUENESS MEANINGFULNESS AUTHENTICITYINNOVATION
  17. 17. MILLENNIAL LOVE TRUTH #1 DON’T TELL ME YOU’RE THE BEST, I’LL DECIDE THAT FOR MYSELF
  18. 18. 18Copyright© 2014 by FutureCast. All rights reserved. MARKING THE END OF THE PASSIVE CONSUMER
  19. 19. 19 RAISED IN A PARADOX OF CHOICE
  20. 20. MILLENNIAL LOVE TRUTH #2 WE LOOK FOR BRANDS THAT PROVIDE EXPERIENCES AND ADVENTURE
  21. 21. 21Copyright© 2014 by FutureCast. All rights reserved. FutureCast 2015 All Rights Reserved
  22. 22. 22FutureCast 2015 All Rights Reserved
  23. 23. FutureCast 2015 All Rights Reserved ∑ 2010 SITUATION ANALYSIS
  24. 24. FutureCast 2015 All Rights Reserved
  25. 25. FutureCast 2015 All Rights Reserved ∑ WHO IS YOUR MOST IMPORTANT CLIENT
  26. 26. FutureCast 2015 All Rights Reserved Marketing to Millennials..
  27. 27. 28Copyright© 2014 by FutureCast. All rights reserved. FutureCast 2015 All Rights Reserved PIECES OF CONTENT ON MILLENNIAL TRENDS AND INSIGHTS OVER 700
  28. 28. FutureCast 2015 All Rights Reserved
  29. 29. FutureCast 2015 All Rights Reserved
  30. 30. • INCREASED CONVERSION • REDUCED PITCH LENGTH • SOME BYPASS REVIEWS • SIGNIFICANT INCREMENTAL REVENUE RESULTS
  31. 31. THANK YOU Jeff Fromm JFromm@thefuturecast.com millennialmarketing.com

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