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The next evolution of marketing
1. The Next Evolution of MarketingConnect with your customers by marketing with meaning By Bob Gilbreath
2. Content 2 Introduction The search for Meaning Going to Marketing with Meaning Marketing with Meaning How to implement it in your business Putting it all together: Diabetes Control for Life Conclusion
3. 1. IntroductionThe search for Meaning 3 Marketer Consumer Creating campaigns ignoring/actively avoiding interruptive advertising Current situation It’s everywhere & it’s intrusive It’s irrelevant & it’s offensive Permission + technology = a whole new world The people vs. meaningless marketing Content is king “Going digital” isn’t enough Why traditional marketing is meaningless
4. 1. IntroductionWhat marketing with meaning can do for you 4 Meaning = personal value True marketing with meaning has 2 consistent traits: It’s marketing that people choose to engage with Creating something that people find is worthy of their time & attention It’s marketing that itself improves people’s lives To create meaningful marketing, you must first determine what makes people tick – what is important to them & what do they aspire to New marketing model The Hierarchy of Meaningful Marketing
5. Content 5 Introduction Marketing with Meaning The model explained Meaningful Solutions Meaningful Connections Meaningful Achievements How to implement it in your business Putting it all together: Diabetes Control for Life Conclusion
6. 6 Equity Self- actualisation Character Values Benefits Love/Belonging Attributes Safety Physiological 2. Marketing with MeaningThe model explained Both brands & people seek higher meaning Brands seek higher meaning People seek higher meaning A New Model “Marketing with Meaning” Interruption “Tell & Sell”
7. 2. Marketing with MeaningThe model explained 7 The Hierarchy of Meaningful Marketing = consumers’ higher-level needs + corresponding brand features 3 tiers of marketing that are increasingly meaningful to consumers Achievement Help me improve myself, my family and the world Allow people to significantly improve their lives, realize a dream or positively change their community & their world Connection Create entertaining experiences that I can share with others Step toward building a bonding relationship. Providing benefits beyond the basics of information to include something tha is of deeper importance (e.g. social outlets) Solution Provide valuable information, incentives & services Covers basic household needs & benefits (e.g. money savings & hard rewards for purchase)
77. Significant awareness of progam among diabetes community and thought leadersPromotion via messages on product packaging, e-mails to existing database & significant online media buy
87. Next steps in Marketing with Meaning 18 Expectations will keep on rising Use new media, but in a meaningful way Our consumers are changing: The Millennials They’re smart & they play hard to get They are open & are willing to share personal information They’re shifting away from material assets & are looking for a more personally meaningful mission of life Marketing shouldn’t only be constraint to the Western world, but large opportunities are still present in developing nations Online & offline should blend seamlessly (especially in retail) Take online features into the physical world
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89. About the author 20 Chief Marketing Strategist at Bridge Worldwide, one of the nation’s largest digital advertising agencies. His writing has been featured in Brandweek. He has spoken at ad:tech and Harvard Business School, and he has taught classes at New York University and Miami University (Ohio). Bob joined Bridge Worldwide after leading a dramatic turnaround of the Mr. Clean brand at Procter & Gamble. He was recognized by Advertising Age as one of the Top 50 Marketers of 2004. He received his M.B.A. in marketing from New York University’s Stern School of Business and his undergraduate degree in economics from Duke University.
90. Meaningful marketers never push The invite prospective consumers in by creating marketing that appeals Meaningful marketers know that the most of our basic needs are satisfied by the products & services we already buy But that is not to say that the marketers of these basic products are exempt from creating marketing with meaning Marketing itself must improve consumers’ lives & accomplish something of intrinsic value, independent of the product or service it aims to sell More meaning = more money more meaning = more loyalty = higher prices = increased sales What Meaningful Marketers know 21 "People don't read advertising, they read what interests them. Sometimes, that's advertising.“ Howard Gossage