MOVING FROM ADVERTISING TO MARKETING WHAT’S NEXT

They’re busy creating their own content… Create a blog or a website + CONSIDER THIS… People have more content choices in more places… iTunes.com And they can block us out… Caller ID

People don’t need advertising anymore to tell them about new products. And if they want to find out, they will on their terms.

SO WHAT’S THE FUTURE OF ADVERTISING

THERE ISN’T ANY.

ACTUALLY…

THE FUTURE OF ADVERTISING IS MARKETING

THE BRAND STILL MATTERS.

BRANDBRANDING COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY. USING MARKETING TO INFLUENCE PEOPLES’ ATTITUDES TOWARDS, AND BEHAVIOR WITH, THE BRAND. perception influence perception

BRAND LOYALTY WILL STILL BE EARNED OVER TIME THROUGH CONSISTENT POSITIVE EXPERIENCES & ENGAGEMENTS WITH THE BRAND.

SO WHAT CHANGES?

EVERYTHING ELSE

STARTING WITH OUR ATTITUDE.

STOP Interrupting Directing Shouting High-powered messages Reacting Return on investment Big promises Explaining START Engaging Connecting Enticing Engaging content Interacting Return on involvement Intimate gestures Revealing/Discovering

HOW DO WE GET THERE?

we create MARKETING SOLUTIONS not ADS.

MARKETING SOLUTIONS GO BEYOND COMMERCIAL MESSAGES. SOLVE SOMETHING. INVOLVE PEOPLE. ENABLE PEOPLE. ALLOW PEOPLE TO PARTICIPATE. CREATE BRAND FANS. DELIVER VALUE.

HOW CAN WE CREATE BRAND FANS?

DELIVER VALUE.

OR, MORE SIMPLY PUT…

MAKE PEOPLES’ LIVES BETTER.

THAT SOUNDS BIG.

BUT HERE’S WHAT IT COMES DOWN TO.

WE STOP PITCHING PEOPLE WITH MESSAGES.

WE START PROVIDING USEFUL CONTENT.

CONTENT IS THE NEW CURRENCY “[The agency’s job is to create] content so valuable and useful that [consumers] wouldn't want to live without it.” Jeff Hicks CEO Crispin Porter + Bogusky October 2006 Source: DMNews -

PEOPLE WILL PAY FOR GREAT CONTENT.

CONTENT IS THE NEW CURRENCY 1 Week = $1.6 Million Source: Chicago Tribune / Leisure Blogs / Turn It Up -

CONTENT IS THE NEW CURRENCY 3 Days = $9.6 Million Source: Daily Swarm

CONTENT IS THE NEW CURRENCY 17 year old = $1 Million selling MySpace layouts

USEFUL CONTENT “[Branded Utility] is where the brand creates a commitment to a relationship. It’s where the brand creates something useful to you, something that’s a utility in your life. The consumer will feel more confident with the relationship if the brand will continue to be part of your life.” Benjamin Palmer CEO / Owner The Barbarian Group October 2006 Source: psfk.com -

USEFUL CONTENT “When you create a utility, you're creating something that gives people time back. It becomes less about information as pollution and more about information to help people get through life.” Nick Law Chief Creative Officer, North America R/GA March 2008 Source: ADWEEK -

USEFUL CONTENT

“[Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.” Nick Law Chief Creative Officer, North America R/GA April 2007 Source: MediaPost -

USEFUL CONTENT

“The days of making funny things that may or may not have an effect on the client's business are ending.” Jeff Benjamin Interactive Creative Director Crispin Porter + Bogusky March 2008 Source: ADWEEK -

ONE MORE THOUGHT.

IN A MARKETING WORLD...

CONTEXT MATTERS.

SO… MAYBE THE EXPERIENCE SHOULD BE AT THE CENTER OF MORE OF WHAT WE DO.

BUT CONSIDER THIS TOO…

THERE ARE MORE PLACES, CONTEXTS, & TOOLS FOR ENGAGING WITH OUR CONTENT THAN EVER. HBO ITUNES FLICKR MYSPACE FACEBOOK ABC LOST THE LOST BLOG THE LOST DVD SET ABC.COM AMERICAN IDOL FOX IDOLS ON ITUNES IDOLS ON TOUR EBLOGGER TYPEPAD IPHONE iLIFE YOU TUBE XBOX Wii TiVO iPOD BLACKBERRY PLAYSTATION TRAVEL & LEISURE AT THE RESORT ON THE PLANE WIDGETS GADGETS MSN.COM GOOGLE WIKIPEDIA

HOW CAN WE MAKE THEM ALL WORK TOGETHER?

NOT A BUNCH OF COOL BUT SEPARATE IDEAS…

ONE IDEA BROUGHT TO LIFE IN DIFFERENT WAYS IN DIFFERENT PLACES.

Goal : One idea working in all contexts taking advantage of the strengths of each. Interactive People can participate… So, what are we asking them to do? How are they engaging? Is our content useful? TV Big draw power & high on entertainment value. What role can TV play? Can we use it differently? Mobile You can take it with you. So, what content are we providing that people would want to take with them?

Big draw power & high on entertainment value. What role can TV play? Can we use it differently? Ask questions, Provoke URL SMS Brochure: Organizing idea Working in all contexts Driving Trial: Drive people to discover, participate, engage Take it with you. What content would people want to take with them? Text for more information Idea Roadmap inventory of ideas Casual Gaming: Social Networking/ Communities of Interest: Vehicle Displays: Mobile: Print: Website: TV:

IF YOU ONLY REMEMBER ONE THING…

OUR FUTURE = CREATING USEFUL CONTENT THAT MAKES PEOPLES’ LIVES BETTER.

THOUGHTS ON THE FUTURE…

The future is here it just isn’t widely distributed yet. - William Gibson

The best way to predict your future is to create it. - Abraham Lincoln

LET’S MAKE SURE WE’RE LEADING THAT INDUSTRY.

APPENDIX

SUMMARY

Shifting from Advertising To Marketing create MARKETING SOLUTIONS not ADS create USEFUL CONTENT think CONTEXT don’t forget the BRAND The Idea Content & tools that make life better in some way. Think of all of the places, the touch points, where people could engage with our content. What are they seeking there. The way they use media and technology will influence our content. Is the brand central to the idea? Are we allowing for experiences that will get people engaged and ultimately move product? Get beyond commercial messages. Solve something. Involve people. Enable them. Let them Participate.

CREDITS Paul Isakson - Senior Strategic Planner - space15 Uwe Gutschow & Don Longfellow - Saatchi & Saatchi LA Microsoft Digital Advertising Solutions, Museum video Nike+ Healthy Living NYC Every Step You Take... Domino’s Pizza Builder Domino’s Pizza Dominos.com My Vegas Logic + Emotion My Vegas Is Showing: Brand Utility + Event Based Social Networking Lego Lego Factory Lego.com M&M Customise message Mymms.com Jeep Camp Jeep jeep.com