...and begin marketing to situations! To know more about brand utility and context marketing, have a look to http://www.brand-utility.com and http://www.scanblog.com

1. Stop marketing to people…
Marwann AL SAADI
Brieuc SAFFRÉ

2. …and begin marketing to situations
slavickgo on sxc.hu

3. As a marketer, you always have to
bring your solution to some specific
needs
© Saniya Al Saadi

4. Whether you
are a woman…
Royalshot on sxc.hu

5. ...a man
tolgakosta on sxc.hu

6. …a child
Jana_koll on sxc.hu

7. …or an old person
coloniera2 on sxc.hu

8. You can be in a hurry…
analog on flickr

9. tired…
goody2230 on sxc.hu

10. Christiem on sxc.hu
bored…

11. happy…
arsel on sxc.hu

12. lusi on sxc.hu
…or thirsty

13. You can be an expert in finance…
ngould on sxc.hu

14. …and a newbie in DIY

15. It is all about context and situations
© Saniya Al Saadi

16. Legomyphoto.wordpress.com
and how you can adapt your product
or service to them…

17. This is why you have to customize
your speech
acaben on flickr

18. HushhushFR
Nestlé Aquarel
targets its thirsty
users in concerts,
because they
know they will be
useful to them.

19. Sametimenxtyr on deviantart
They satisfy an instant need.

20. Old spice engages tweeters and
TV advertisement spectators…
© Old Spice

21. …answers to each tweet with a
personalized video…
© Old Spice

22. …and entertains
people in a new
way!
© Old Spice

23. MINI in USA answers to particular
situations with its Roadside assistance
app…

24. …and provides useful help to car
drivers facing problems on the road.

25. Asos.com website
Asos helps you choose your clothes depending
on weather and activity: your situation.

26. Nowadays, people tend to care less
about a company’s story
© Saniya Al Saadi

27. © Saniya Al Saadi
It is now all about discovering, living
and sharing new experiences

28. bwaclawski on sxc.hu
Whatever your product or service is…

29. navigergo on flickr
…it is related to one “personal” situation

30. Electronic toilet
paper dispenser
Stop providing useless stuff to
your customers...

31. SitorSquat is an
iPhone application
created by
Charmin, toilet
paper brand.
It helps you find
the nearest toilets
and tells you if it
is open or not.
…and make them come to you
by helping them.

32. Social Media and
geolocation for example
are some good
opportunities to learn
more about contexts and
situations. They permit
to collect data. © Saniya Al Saadi

33. Fiat takes advantage of situations
with Ecodrive…

34. …and provides a free and useful service helping
drivers to consume less.

35. Relationship is thus not limited to the
purchasing process anymore…

36. …and Fiat collects data to innovate and
improve its next cars.
Data tron

37. Crème Brûlée carts in San Francisco
take advantage of social media
This Crème brûlée
cart lets customers
know where he is
through Twitter and
geolocation apps.
chrisleesphotos on flickr

38. BakerTweet sends a
tweet to followers
when the bread is
hot and ready.
…and bakers do even more
for their customers!

39. The History channel makes good use
of geolocation…
The History Channel
created tips on Foursquare
that share historical facts
with users when they
check into specific
locations.
They brought interesting
and relevant information.

40. Knowing situations will
permit you to be more
meaningful and relevant.

41. Being relevant means bringing value and
converting new members to your brand!
© Saniya Al Saadi

42. Thank you for
your attention.
And many thanks
to Saniya AlSaadi
sxc.hu, flickr.com
users for their
cool photos.

43. Inspired by
Helge Tenno 180360720.no
Faris Yakob farisyakob.typepad.com
Paul Isakson paulisakson.typepad.com
Trendwatching trendwatching.com
TechCrunch techcrunch.com
The Book of Revelations
thebookofrevelations.co.uk

44. marwann al saadi
twitter.com/marwannas
brieuc saffré
brand-utility.com
fluid-advance.com
slideshare.net/brieuc
bkp550 on flickr twitter.com/_brieuc
scanblog.com
twitter.com/scanblog
slideshare.net/scanblog
facebook.com/scanblog
August 2010