How to (not) Fail

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How to (not) Fail

  1. HOW TO + (NOT)FAILWIEDEN+KENNEDY AMSTERDAM
  2. DROPPING THE TRUTH BOMBS ON MARKETING’S BULLSHIT
  3. THIS IS THELANGUAGE OFMARKETING...
  4. ‘AUDIENCE’
  5. ‘FANS’
  6. ‘ADVOCATES’
  7. ‘COMMUNITIES’
  8. ‘COLLABORATION’
  9. ‘RELATIONSHIPS’
  10. ‘ENGAGEMENT’
  11. ‘LOYALTY’
  12. ‘COMMITMENT’
  13. ‘LOVE’
  14. IT’S THE LANGUAGE OF CONSUMERSGIVING A SHIT
  15. ALL RHETORIC NOEVIDENCE
  16. WE ARE PRISONERS OFMETAPHOR
  17. AND VICTIMS OFVANITY
  18. WHAT FOLLOWS IS NOT AS BLEAKAS IT WILL INITIALLY FEEL
  19. BECAUSE IN THE END IT’S THE CASE FOR WHY GREAT CREATIVITY IS ABSOLUTELYESSENTIAL
  20. IF YOU WANT TO FAIL DO THIS...
  21. IF YOU WANT TO FAIL ASSUME THEY’REINTERESTED
  22. “WELCOME TO THE DOMESTOS GERM BUSTER APP. PLAY THE GERM BUSTER GAME TODESTROY THOSE ‘MENACING NASTIES’ THAT LURK IN YOUR HOME AND LEARN ABOUT THE BENEFITS OF DOMESTOS OVER THIN BLEACH.”
  23. “ ALMOST EVERY APP BUILT FOR A BRAND ON FACEBOOK HAS PRACTICALLY NO USAGE... HEAVY, ‘IMMERSIVE’EXPERIENCES ARE NOT HOW PEOPLE ENGAGE AND INTERACT WITH BRANDS... HEAVYWEIGHT EXPERIENCES WILL FAIL BECAUSE THEY DON’T MAP TO REAL LIFE.” PAUL ADAMS, GLOBAL HEAD OF BRAND DESIGN AT FACEBOOK
  24. 0.5% PROPORTION OF FANS TALKING ABOUT A BRAND ON FACEBOOKSOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIFE?’, ADMAP, MAY 2012
  25. OF 200 BRANDS STUDIED ONLY ONE SHOWED A LEVEL OF ENGAGEMENT OVER 2%SOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIFE?’, ADMAP, MAY 2012
  26. MOST PEOPLEDON’T KNOW MUCH ABOUT THE BRAND THEY BUY
  27. 50% OF ALL KNOWLEDGE ABOUT A BRAND IS HELD BY JUST 20% OF ITS BUYERSSOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
  28. 80% OF A BRAND’S BUYERS KNOW A LITTLE OR NOTHING ABOUT THAT BRANDSOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
  29. LEARNING ABOUT BRANDSIS NOT THAT IMPORTANT
  30. IF YOU WANT TO FAILASSUME THEY’REYOURS
  31. 72% OF PEPSI DRINKERS ALSO DRINK COCA-COLASOURCE: TNS IMPULSE PANEL (UK)
  32. ‘DUPLICATION OF PURCHASE’ ISUNAVOIDABLE
  33. AND IT’SPREDICTABLE
  34. % BUYING ONCE OR MORE IN 12 MONTHS Colgate buyers Aquafresh buyers Macleans buyers Sensodyne buyers (49%) (26%) (20%) (12%) 18% 11% 11% 22% 46% 29% 53% 35% 54% 61% 25% 35% Colgate Aquafresh Macleans SensodyneSOURCE: JOHN DAWES, ‘PREDICTABLE PATTERNS IN BUYER BEHAVIOUR AND BRAND METRICS: IMPLICATIONS FOR BRAND MANAGERS’, IN M.D. UNCLES ED., PERSPECTIVES ON BRAND MANAGEMENT
  35. THE FANTASY...
  36. YOUR YOURBRAND CONSUMER
  37. THE REALITY...
  38. ‘YOUR’CONSUMER
  39. NOT ‘YOUR’ YOUR CONSUMERBRAND
  40. ‘YOUR CONSUMERS’ ARE JUSTSOMEBODY ELSE’S CONSUMERS WHO OCCASIONALLY BUY YOU
  41. MARKETING ISN’T ABOUTCONQUEST AND CONVERSION
  42. IF YOU WANT TO FAIL ASK FORDEVOTION
  43. THIS IS 000’s of HHs buying FRUCTIS 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9xSOURCE: NIELSEN ANNUAL PURCHASE FREQUENCY
  44. THIS IS WHAT IT NEEDS TO DO TO LOOK LIKE PANTENE000’s of HHs buying 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY
  45. 000’s of HHs buying 12300 9225 FANS 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9xSOURCE: NIELSEN ANNUAL PURCHASE FREQUENCY
  46. THESE CONSUMERS GENERATEPUBLICITY NOT REVENUE
  47. Nescafe 42% 2.3 Maxwell 6% 1.9 House Nescafe has but gets only 7x more 0.4 more market share purchases per buyerSOURCE: TNS (UK)
  48. WHAT’S LOVEGOT TO DO WITH IT?
  49. % reporting very loyalty penetration large effects on: campaigns campaigns SALES 35 62 MARKET SHARE 15 35 PROFIT 18 31SOURCE: INSTITUTE OF PRACTITIONERS IN ADVERTISING, ‘MARKETING IN THE ERA OF ACCOUNTABILITY’
  50. YOUR BRAND’S HEALTH DEPENDS ONLOTS OF PEOPLE WHO DON’T KNOW YOU WELL DON’T THINK OF YOU MUCH AND DON’T BUY YOU OFTEN IF AT ALL
  51. IF YOU WANT TO FAIL EXPECT THEM TOWORK AT IT
  52. “THE ONLY WAY A RELATIONSHIP WILL LAST IS IF YOU SEE YOUR RELATIONSHIP AS A PLACETHAT YOU GO TO GIVE, AND NOT A PLACE THAT YOU GO TO TAKE” ANTHONY ROBBINS
  53. “ “TV ADVERTISING USED TO WORK LIKE THIS: YOU SAT ON YOUR SOFA WHILE CREATIVES WERE PAID TO THROW A BUCKET OF SHIT IN YOUR FACE. TODAY YOURE EXPECTED TO SIT ON THE BUCKET, FILL IT WITH YOUR OWN SHIT, AND TIP IT OVER YOUR HEAD WHILE FILMING YOURSELF ON YOUR MOBILE.” CHARLIE BROOKER, THE GUARDIAN, 05.12.9
  54. THE NO.1 REASON WHY PEOPLE SAY THEY INTERACT WITH COMPANIES VIA SOCIAL SITES IS TO GET A DISCOUNTSOURCE: IBM IN ‘TO KEEP YOUR CUSTOMERS, KEEP IT SIMPLE’, HARVARD BUSINESS REVIEW, MAY 2012
  55. HUMAN RELATIONSHIPS DEMAND MASSIVE PROCESSING POWER
  56. 100 BILLION NEURONSWITH ROUGHLY ONE MILLION BILLION CONNECTIONS EACH FIRING AT 10 TIMES PER SECOND
  57. HUMAN RELATIONSHIPS INVOLVE BUILDING COMPLEX MENTAL MODELS
  58. < 1 MINUTESOURCE: EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE (2007), ‘UNDERSTANDING WINE SHOPPERS’ PURCHASE DECISION PROCESS AND BEHAVIOUR IN STORE’, UNPUBLISHED RESEARCH REPORT
  59. 23 SECONDSSOURCE: SHOPPER GAUGE
  60. THAT AFTER ALL, IS THEWHOLE POINT OF BRANDING
  61. HEURISTIC:MENTAL SHORT CUTS TO EASE THE COGNITIVE LOAD OF MAKING A DECISION
  62. DEPTH OF PARTICIPATION EVANGELISTS MAINSTREAMSOURCE: FORRESTER RESEARCH
  63. IF YOU WANT TO FAIL ASSUME YOUCOMPLETE THEM
  64. CONSUMERS’ BUSINESSES’ ACTUAL REASONS PERCEIVED REASONS WHY THEY INTERACT WITH COMPANIES VIA SOCIAL SITES WHY CONSUMERS FOLLOW THEM VIA SOCIAL SITESSOURCE: IBM IN ‘TO KEEP YOUR CUSTOMERS, KEEP IT SIMPLE’, HARVARD BUSINESS REVIEW, MAY 2012
  65. CONSUMERS’ BUSINESSES’ ACTUAL REASONS PERCEIVED REASONS WHY THEY INTERACT WITH COMPANIES VIA SOCIAL SITES WHY CONSUMERS FOLLOW THEM VIA SOCIAL SITES (33%) FEEL CONNECTEDSOURCE: IBM IN ‘TO KEEP YOUR CUSTOMERS, KEEP IT SIMPLE’, HARVARD BUSINESS REVIEW, MAY 2012
  66. CONSUMERS’ BUSINESSES’ ACTUAL REASONS PERCEIVED REASONS WHY THEY INTERACT WITH COMPANIES VIA SOCIAL SITES WHY CONSUMERS FOLLOW THEM VIA SOCIAL SITES (33%) (64%) FEEL CONNECTED FEEL CONNECTEDSOURCE: IBM IN ‘TO KEEP YOUR CUSTOMERS, KEEP IT SIMPLE’, HARVARD BUSINESS REVIEW, MAY 2012
  67. CONSUMERS’ BUSINESSES’ ACTUAL REASONS PERCEIVED REASONS WHY THEY INTERACT WITH COMPANIES VIA SOCIAL SITES WHY CONSUMERS FOLLOW THEM VIA SOCIAL SITES (22%) BE PART OF A COMMUNITYSOURCE: IBM IN ‘TO KEEP YOUR CUSTOMERS, KEEP IT SIMPLE’, HARVARD BUSINESS REVIEW, MAY 2012
  68. CONSUMERS’ BUSINESSES’ ACTUAL REASONS PERCEIVED REASONS WHY THEY INTERACT WITH COMPANIES VIA SOCIAL SITES WHY CONSUMERS FOLLOW THEM VIA SOCIAL SITES (22%) (61%) BE PART OF A BE PART OF A COMMUNITY COMMUNITYSOURCE: IBM IN ‘TO KEEP YOUR CUSTOMERS, KEEP IT SIMPLE’, HARVARD BUSINESS REVIEW, MAY 2012
  69. RELATIONSHIPSARE A MATTER OF LIFEANDDEATH
  70. PEOPLE WITH STRONG SOCIAL NETWORKS LIVE LONGER SOURCE: GILES, GLONEK, LUSZCZ, ANDREWS, ‘EFFECT OF SOCIAL NETWORKS ON 10 YEAR SURVIVAL IN VERY OLD AUSTRALIANS: THE AUSTRALIAN LONGITUDINAL STUDY OF AGING’, J EPIDEMIOL COMMUNITY HEALTH 2005;59:574-579SOURCE: GILES, GLONEK, LUSZCZ, ANDREWS, ‘EFFECT OF SOCIAL NETWORKS ON 10 YEAR SURVIVAL IN VERY OLD AUSTRALIANS: THE AUSTRALIAN LONGITUDINAL STUDY OF AGING’, J EPIDEMIOL COMMUNITY HEALTH 2005;59:574-579
  71. WHO DIES WHEN THISDISAPPEARS?
  72. 77% OF PEOPLE SAY THEY DON’T HAVE A RELATIONSHIP WITH A BRANDSOURCE: HARVARD BUSINESS REVIEW STUDY, HTTP://BLOGS.HBR.ORG/CS/2012/05/THREE_MYTHS_ABOUT_CUSTOMER_ENG.HTML
  73. SO...
  74. ‘BRAND RELATIONSHIPS’ ARENOTHING LIKE HUMAN RELATIONSHIPS
  75. IT’S JUSTMETAPHOR
  76. “THE PRICE OF METAPHOR IS ETERNAL VIGILANCE”ARTURO ROSENBLUETH AND NORBERT WIENER, ‘THE ROLE OF MODELS IN SCIENCE’
  77. MUCH OF WHAT WE MAKE IS NOT VITAL BUT TRIVIAL
  78. MUCH OF WHAT WE MAKE IS NOT VITAL BUT INCIDENTAL
  79. INCIDENTAL TO THIS:
  80. ORDINARY AWFUL AWESOME EVERYDAYLIFE
  81. OUR CHALLENGE ISN’T THAT PEOPLE ARENOT PAYING ATTENTION
  82. OUR CHALLENGE IS THAT PEOPLEREALLY DON’T CARE
  83. OUR TASK IS NOT NURTURING ENTHUSIASM BUT OVERCOMINGINDIFFERENCE
  84. “ INDIFFERENCE IS THE STRONGEST FORCE IN THE UNIVERSE. IT MAKES EVERYTHING MEANINGLESS. LOVE AND HATE DON’T STAND A CHANCE AGAINST IT. JOAN VINGE
  85. THIS SHOULDINSPIRE NOTDEPRESS US
  86. FORALL CREATIVITY DEMANDSRESISTANCE
  87. LET’SEMBRACEOUR GREATEST SOURCE OFRESISTANCE
  88. BE PART OF WHATINTERESTS PEOPLE
  89. GIVEMORE THAN YOU TAKE
  90. TAKE APOSITION DON’T JUST HAVE‘A POSITIONING’
  91. +THANK YOU wkamst.com @mweigel

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