digital heart no agency
TRANSCRIPT
Friedrich Tromm Creative Director Copywriter
Phone: +491621061741E-Mail: [email protected]
Stefan NagelCreative Director Art
Phone: +491793986212E-Mail: [email protected]
operations6
“Mass marketing today
is a mass mistake.“Larry Light, Chief Marketing Officer, McDonalds 2004
?
http://www.youtube.com/watch?v=gDW_Hj2K0wo
8375
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
TV Spots
5611(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
Radio Spots
1693(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
Print Ads
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
3000
“That does not feel like advertisement
anymore; but like a war that the economy
fights against the people.“
Peter Glaser, Vanity Fair 21/08
http://www.youtube.com/watch?v=EkThfAYF_-Q
THE FACTS and the
FIGURES
of the viewers can remembera TV-Spot.
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
12-13%
of consumers do not believe companies are telling the truth in their advertising.
(Source: GfK Marktforschung)
76%
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
of TV advertising in Germany is generating a negative ROI.
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
82%
1965: 80% of 18-49 year olds
could be reached with only 3 TV-Spots.
2002: 117 Prime-Time Spots to reach the same result.
(Source: Jim Stengel, Global Marketing Officer,P&G)
Ad-market: 51% growing in 2002TV growth rate: 76%
Spendings in 2010:
10.000.000.000
Bodycount Russia: 19$
Bodycount US:
500$
http://www.youtube.com/watch?v=DkOHsjZKBB0
“It is not the strongest of the species
that survive, nor the most intelligent,
but the one most responsive to change!“
charles darwin 1849
767 Mio.US$ less marketingbudget
by the Top 25 Companys in the US in 2007.
(Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)
P&G reduced its marketingbudget by 25%.
(Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)
Telekom reduced its marketingbudget by 53%.
(Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)
NOW WHAT ?
GOOD NEWS!
BRAND
R ETURN O N I NVESTMENT
R ETURN O N I NVOLVEMENT
digital heart
HOW?
The Bypass Operations.
1.
Create attractive Products.
“We think the future of
advertising is great products
that have marketing embedded in them.“
Jeff Hicks, CEO, Crispin Porter + Bogusky, October 2006
just do it.
http://www.youtube.com/watch?v=wLyFlDAikac&feature=PlayList&p=D1785FD850CB113F&playnext=1&playnext_from=PL&index=36
http://www.youtube.com/watch?v=t_Ckhz-rzvw
3.2 MILLION Sold!
Don‘t make money.
Make meaning.
Meaning makes money.
2.
Create Confidence.
Don‘t get lost in translation.
What's good for a Russian
is deadly for a German.
http://www.youtube.com/watch?v=XQcVllWpwGs
Know your audience.
3.
Create Conversations.
“Markets are conversations.“ Cluetrain Manifesto
“I define advertising as a conversation
starter. Interruption does not cut
it anymore... you either get people talking... or nothing happens.“
Marschall Ross CCO Cramer-Krasselt
http://www.youtube.com/watch?v=XQcVllWpwGs
Observe and listen.
4.
Create Content.
“The agencys job is to create
content so valuable and usefull that consumers would
not want to live without it.“
Jeff Hicks, CEO, Crispin Porter + Bogusky
ADD VALUE THROUGH
CONTENT!
http://www.youtube.com/watch?v=fKuG0MaY39Q
Be relevant.
5.
Create new Connection Points.
“We are not in the business of
keeping the media companies
alive. We are in the business
of connecting with consumers.“
Trevor Edwards, Global Brand & Category Management, Nike
New York Times 2007
http://www.youtube.com/watch?v=rpVwpUOcjJg
http://www.youtube.com/watch?v=LFqsJLRQbEk&feature=channel_page
Take the mountain to the prophet.
6.
Create Communities.
Create Communities.
USECommunities.
“We are so confident with our
product, we want everyone to tell how
they really feel and if there is a
problem, we want to know about it.”
Skittles, Press Release
Skittles Social Media Campaign Increases Traffic 1332% in One Day!
(Source: Hitwise US)
Use the power of we.
Resumé.
“You used to use yourbudget to buy an audience.Now you have to invent ideas to attract an audience.“
Lisa Seward, Mod Communications
Create attractive Products
Create Confidence
Create Conversations
Create New Connection Points
Create Content
Create Community
✓✓✓✓✓✓
Know the rules.
Know the rules. And break them.
Know the rules.
7.
Listen to your heart.
Friedrich Tromm Creative Director Copywriter
Phone: +491621061741E-Mail: [email protected] Stefan Nagel
Creative Director ArtPhone: +491793986212
E-Mail: [email protected]
For any further information please feel free to contact us.
CREDITS and THX to:
Steffen Staeuber, Scholz & Friends Strategy Group, Paul Isakson,
SFStrategy brands and communication, Neil Perkin, Marta Kagan,