consumer

OR…
1950’s
networks were the
delivery system...
...advertisers owned
the content
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kraft television theater
texaco star hour
hallmark hall of fame
mutual of omaha’s wild kingdom
the voice of firestone
gillette cavalcade of sports
buick-berle show
general motors theater
Disneyland
An animator builds an
amusement park
Disneyland
animator builds an amusement park
Makes the opening of the park a live 2-hour
event in a new medium called “television”
Walt Disney Presents
Turns the special into a weekly one- and two-hour series
featuring programs from the studio library
Wonderful World of Disney
Builds the programming to the point where the company can
swallow the network – and the company that bought the network.
Cap Cities/ABC
Disney Cable
ESPN
Nothing’s Changed
(and everything’s changed)
Manage The Content
And Control
Your Brand Destiny
Home Depot
retailer has weekly saturday workshops
videotapes the workshops as half-hour
weekly TV shows
You Can Do It
turns the half-hour shows into 5-minute vignettes
on every topic
Home Depot Help
offers the vignettes to every media company and direct to
consumers to build cross-promotional platforms
barter syndication media company
web sites
direct to
consumer
Marketing…A Brief History
How we spoke to our audience…
• State of marketing
• State of advertising
• Approach to brands
• Approach to the consumer
Marketing…A Brief History
1950’s
• Marketing: “Marketing? What’s marketing?”
• Advertising: Print (and radio) ads on TV
• Brand: Signature on the commercial
• Consumer: Buy my product
because I advertise
Marketing…A Brief History
1960’s
• Marketing: “Marketing? Oh, did you mean advertising?”
• Advertising: The Creative decade
• Brand: In the commercial (somewhere)
• Consumer: Love my
commercial, love my brand
Marketing…A Brief History
1970’s
• Marketing: Yeah, marketing: Sell, sell, sell!
• Advertising: it’s not creative unless it sells
• Brand: Brand is king
• Consumer: Position the brand,
the consumer will follow
Marketing…A Brief History
1980’s
• Marketing: Persuasion over everything
• Advertising: Persuasion trumps creativity
• Brand: Persuade them they want it
• Consumer: “Are you
persuaded yet?”
Marketing…A Brief History
1990’s
• Marketing: Customer engagement
• Advertising: Build a relationship
• Brand: Consumer benefits and touchpoints
• Consumer: Lifestyle surround
Marketing…A Brief History
2000’s
• Marketing: Consumer centricity
• Advertising: Engage the customer
• Brand: You’re only as good as your
customers’ desire
• Consumer:
Consumer in charge
Creativity…A Brief History
How we spoke to our audience…
Creativity…A Brief History
1950’s
• TV Commercials: Radio with pictures
• Print: Same old, same old
Creativity…A Brief History
1960’s / 1970’s
• The Creative Revolution
• Inmates in charge of the asylum
• “Who cares? I’m going to Hollywood!”
Creativity…A Brief History
1970’s / 1980’s
• Persuasion rules the day…(it ain’t creative unless
it’s persuasive)
Creativity…A Brief History
1990’s
• Creativity moves away from television
• The beginning of the digital revolution
Creativity…A Brief History
2000’s
• Media Planners now in control of the asylum
• Consumer in charge
Heroes of the Revolution
1950s – Bill Bernbach
Art & Copy
2010s – ???
Art & Copy
Integration & Digital Media?
“In five years, every company is
going to have its own network.”
Gene DeWitt, 2005
DeWitt Media Strategies
“You’re not just marketers,
you’re now programmers.”
Steve Lance, 2012
PS Insights
the old rules still apply
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understand your brand
pinpoint your message
understand the boundaries of your brand
know your consumers
create a dynamic merge of brand,
communication and consumer
but the focus
has shifted
what’s changed?
the old model
positioning
idea
brand
consumer
execution
the old model
positioning
idea
customer
brand
execution
it’s now a two–way
conversation
the dynamics of the
two–way conversation
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advertiser-created content
– TRaP
– branded entertainment
– blogs
– webisodes
– product placement
– promotion
– point of purchase
– vcasting
– interactive kiosks
– banner ads
– buzz marketing
– virtual worlds
– advergaming
• consumer option
– ignore
– engage
– reply
new
the dynamics of the
two–way conversation
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consumer-created content
– branded entertainment
– blogs
– vCasting
– buzz marketing
– virtual worlds
– community sites
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advertiser option:
– ignore (no longer an option)
– encourage/embrace
– intercept/respond
new
The 2
way street
has
many
avenues
paths to engagement
paths to engagement
TACTIC WHEEL
Touchpoints
PATH TO PURCHASE AIRLINE FLIGHT
INFANT FORMULA
INFLUENCER MAP
paths to engagement
What Does It All Mean?
1. Print
There will always be people who read
2. Broadcast Media
Television & Radio will never disappear
3. Interception
Media will be more & more ubiquitous
4. Mobilization
Get ‘em coming & going
5. Utilization
Put your fans to work
6. Be on hand
APPly yourself to what they need
7. Wake ‘em up
Feed their need for read (or listen)
8. Drop by
Don’t hesitate to pop in on their lives
9. Blur the lines
Stretch your imagination
10. Have fun
Folks, what we do ain’t work!
Steve Lance (917) 463-4020