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This is a presentation Alain Thys gave at the Marketing 3 conference on Nov 29, 2007. For more on this topic, check out http://blog.futurelab.net

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feel free to re use or mash up this presentation

Feel free to re-use or mash-up

this presentation under Creative

Commons 2.0 license (non-

commercial, attribution)

Marketing 3: On Accountability

Alain Thys (http://blog.futurelab.net)

FUTURELAB

alain thys jekyll or hyde

Alain Thys: Jekyll or Hyde ?

As a retailer/VC/entrepreneur:

Double digit ROI

As a marketer:

Close to € 100,000,000 spent to

date, and very little to show for it

FUTURELAB

futurelab

FUTURELAB

What People Think of Marketers

Don’t shoot the messenger  

futurelab 1

FUTURELAB

Marketers are faddish, irresponsible, …

don’t think like business people …

more akin to a recalcitrant child …

McKinsey & Company, CEO/CMO Survey, 2005

the average tenure of cmos in consumer markets

The average tenure of CMOs in consumer

markets is 23, 15 or 12 months.

FUTURELAB

futurelab 2

FUTURELAB

Too many marketers have become so

specialised that they don’t think in terms of

the company’s big picture.

Philip Kotler

futurelab 3

FUTURELAB

Marketers are frivolous and difficult to

approach

Australian Society of Certified Public Accountants

futurelab 4

FUTURELAB

Withhold research

Take credit for other’s work

Lack structure

Are always in meetings

Work from 10 to 4

Have long lunches

Unaccountable, untouchable

Seek quick promotions

Churn

Care about cars, stats and

lunch

Use jargon

Slippery

Expensive

Cranfield University

we can t compete on price we also can t compete

"We can't compete on price. We also can't

compete on quality, features or service.

That leaves fraud, which I'd like you to call

marketing."

Dilbert’s Boss

cc 3.0, Megaqwerty

FUTURELAB

the outsider s perspective

The « outsider’s » perspective

Marketing campaigns have unsure or negative ROI

Sales promotions don’t generate sales

Consumers get irritated by advertising

Most new value propositions fail in the market

The campaign presentation never reflects consumer reality

Marketing initiatives overpromise

And each year they come up with a new story

Marketers need to become more

« accountable » for themselves and for the

benefit of the business..

FUTURELAB

futurelab 6

FUTURELAB

The Marketer’s Bushido

Changing marketing’s bad image

insight

Insight

Respect

Integrity

Financial Acumen

Inclusion

Perspective

Passion

FUTURELAB

The Marketer’s Bushido

insight 1

Insight

Respect

Integrity

Financial Acumen

Inclusion

Perspective

Passion

FUTURELAB

The Marketer’s Bushido

in spite of all insights and research

In spite of all “insights” and research, 95% of consumer products

introductions and innovations fail to reach their ROI targets

How do you make a difference to someone who has infinite choice?

FUTURELAB

futurelab 7

FUTURELAB

German Traditional Chains vs. Hard discounters

McKinsey & Company, Nov 2004

60 of sensory experience of drinking espresso

60% of sensory experience of drinking espresso comes from the retail

environment (and you lose it when you go home)

FUTURELAB

best practice is insufficient

« Best Practice » is Insufficient

Insight

Product

Insight

Insight

Insight

Insight

Insight

Acting on Insight in emotions, rationalisations and choice drivers at every

step of the experience.

The Experience IS the Product

FUTURELAB

real insight

Real Insight

Understand what truly drives and

moves me

... and those who influence me

... at every step of the overall

experience you offer

FUTURELAB

insight 2

Insight

Respect

Integrity

Financial Acumen

Inclusion

Perspective

Passion

FUTURELAB

The Marketer’s Bushido

respect

RESPECT

FUTURELAB

futurelab 8

FUTURELAB

http://www.youtube.com/

watch?v=D3qltEtl7H8

RESPECT ??

don t treat me like a child

Don’t treat me

like a child

“one message doesn’t fit all”

FUTURELAB

people don t fit boxes

People

don’t fit

boxes

28-34

Online music, movies &

laser hair removal

Modest but dependable

disposable income

FUTURELAB

to simplify and give meaning humans seek patterns

To simplify and give meaning:

Humans seek patterns, even where there are none

futurelab 9

FUTURELAB

“It’s the easy way out, and as long as we all do it, we’re fine”

Romanian marketer

respect 1

RESPECT

Let go of mindless segmentation

Treat markets like “people”

Bring back the love

And you might get some in return

FUTURELAB

insight 3

Insight

Respect

Integrity

Financial Acumen

Inclusion

Perspective

Passion

FUTURELAB

The Marketer’s Bushido

perception 80 of ceo s believe of believe their

perception

80% of CEO’s believe of

believe their brand

provides a superior

customer experience

8 % of their customers

agree

(Bain & Company)

FUTURELAB

we show that we value our customers by serving

We show that we value our

customers by serving them

well, putting their needs and interests

at the center of everything we do.

(from the AOL mission statement)

FUTURELAB

http://www.youtube.com/watch?v=xaaAYVUWP0I

companies break their promises every single

Companies break their promises every single day.

Does your business keep yours?

FUTURELAB

but i m just a marketer that is not my department

But I’m just a marketer

That is not my department …

FUTURELAB

yes it is

YES IT IS …

Your brand communicates every

time it touches a customer.

As a marketer you need to manage

this communication.

This makes you responsible for

each

“moment of truth”

FUTURELAB

consider each moment of truth as a brand

Consider Each Moment of Truth as a Brand Expression

FUTURELAB

Source: DAVIS S., LONGORIA T., “Harmonising Your Touchpoints”, Brand Packaging, Jan/Feb 2003

in a million channel world brands whose consumers

In a million channel world, brands whose consumers tell the best

stories, win

EXPERIENCES - EMOTIONS - STORIES

integrity

INTEGRITY

Ensure that your brand tells the

truth when it makes a promise

And when a promise is made

make sure it is kept

FUTURELAB

insight 4

Insight

Respect

Integrity

Financial Acumen

Inclusion

Perspective

Passion

FUTURELAB

The Marketer’s Bushido

a reminder from tom

A Reminder from Tom

http://www.youtube.com/

watch?v=9MaKHxsGZ-A

FUTURELAB

show me the money

Show Me the Money

Marketers say

“Our advertising generates the branding and

strong creative we need to differentiate

ourselves in the marketplace.”

The CEO/CFO wants to hear…

“Our analysis shows us that our € 3 million

advertising campaign generated an incremental

€ 22.3 million in revenue.

We can continue to generate ROI up to a € 4.5

million ad spend, generating an additional € 10.6

million in incremental revenue, at which point

broad media advertising becomes saturated for

our market.”

Source: CFO vs. CMO Smackdown, PMD Professional, 2005

a structural answer multivariate and agent based

A Structural Answer: Multivariate and Agent Based Modeling

MEASURE & PREDICT

AGENT BASED MODELING

Case: Indian Tea company, Greek Telco.

Case: US Packaged Consumer Goods Company

FUTURELAB

pragmatism focus your money where it matters

Pragmatism: Focus your money where it matters

Average Media Consumption by Week (Europe), 2005

14

IMPACT

Source: Nielsen Interactive Europe, 2005

12

10

8

6

4

2

0

Games

Internet

Television

Music

Radio

Books

Magazines

DVD

Purchase

Advocacy

Repurchase

Loyalty

Preference

resist orthodoxy

Resist Orthodoxy

• Booking TV = higher margin

• Standard rate-cards are less work

• Digital avoidance is easier on the brain

• Agency co-operation is inconvenient

financial acumen

FINANCIAL ACUMEN

Establish structural measures to

assess the financial impact of our

marketing initiatives, in terms the

business can appreciate.

Meanwhile, at least allocate your

funds where they generate most

impact for the business.

In short, show me the money

FUTURELAB

insight 5

Insight

Respect

Integrity

Financial Acumen

Inclusion

Perspective

Passion

FUTURELAB

The Marketer’s Bushido

houston we have a problem

Houston, we have a problem

90% of businesses are

unable to execute the

strategy they have on

paper

70% of businesses

project performance

they will never attain

Source: Axon, L. Learning to lead: How Companies Grow Profits by Growing Leaders, Sept 22,2004

Source: Norton, D. Aligning your Strategy to the Customer Value Proposition, 13/9/2005

only 5 of the workforce understands what

Only 5% of the workforce understands what the strategy is

Source: Norton, D. Aligning your Strategy to the Customer Value Proposition, 13/9/2005

the moment of truth

THE MOMENT OF TRUTH

Your brand communicates every

time it touches a customer.

As a marketer you need to manage

this communication.

This makes you responsible for

each

“moment of truth”

FUTURELAB

yet they are the moment of truth

YET THEY ARE THE

“MOMENT OF TRUTH”

FUTURELAB

futurelab 10

FUTURELAB

Do people “get” your strategy ?

What will you do to make it “clear”

inclusion

INCLUSION

Make sure that everyone who

needs to deliver the promise you

make to the market

Understands this promise

Knows what it means to

him/her

Supports this direction

Acts upon it

FUTURELAB

insight 6

Insight

Respect

Integrity

Financial Acumen

Inclusion

Perspective

Passion

FUTURELAB

The Marketer’s Bushido

futurelab 11

FUTURELAB

Dreaming of a better future …

where there is more to business than making money.

dream on show me the money

DREAM ON …

SHOW ME THE MONEY

FUTURELAB

consumer demand

Consumer Demand

2008

FUTURELAB

perspective

PERSPECTIVE

Do good for the world and

for your business

FUTURELAB

insight 7

Insight

Respect

Integrity

Financial Acumen

Inclusion

Perspective

Passion

FUTURELAB

The Marketer’s Bushido

futurelab 12

FUTURELAB

Be the First Penguin

that resists threaths & temptation

insight 8

Insight

Respect

Integrity

Financial Acumen

Inclusion

Perspective

Passion

FUTURELAB

The Marketer’s Bushido

futurelab 13

FUTURELAB

The Alternative