digital heart no agency
DESCRIPTION
TRANSCRIPT
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Friedrich Tromm Creative Director Copywriter
Phone: +491621061741E-Mail: [email protected]
Stefan NagelCreative Director Art
Phone: +491793986212E-Mail: [email protected]
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operations6
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“Mass marketing today
is a mass mistake.“Larry Light, Chief Marketing Officer, McDonalds 2004
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?
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http://www.youtube.com/watch?v=gDW_Hj2K0wo
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8375
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
TV Spots
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5611(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
Radio Spots
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1693(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
Print Ads
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(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
3000
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“That does not feel like advertisement
anymore; but like a war that the economy
fights against the people.“
Peter Glaser, Vanity Fair 21/08
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http://www.youtube.com/watch?v=EkThfAYF_-Q
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THE FACTS and the
FIGURES
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of the viewers can remembera TV-Spot.
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)
12-13%
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of consumers do not believe companies are telling the truth in their advertising.
(Source: GfK Marktforschung)
76%
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(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%
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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)
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Ad-market: 51% growing in 2002TV growth rate: 76%
Spendings in 2010:
10.000.000.000
Bodycount Russia: 19$
Bodycount US:
500$
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http://www.youtube.com/watch?v=DkOHsjZKBB0
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“It is not the strongest of the species
that survive, nor the most intelligent,
but the one most responsive to change!“
charles darwin 1849
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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)
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P&G reduced its marketingbudget by 25%.
(Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)
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Telekom reduced its marketingbudget by 53%.
(Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)
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NOW WHAT ?
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GOOD NEWS!
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BRAND
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R ETURN O N I NVESTMENT
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R ETURN O N I NVOLVEMENT
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digital heart
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HOW?
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The Bypass Operations.
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1.
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Create attractive Products.
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“We think the future of
advertising is great products
that have marketing embedded in them.“
Jeff Hicks, CEO, Crispin Porter + Bogusky, October 2006
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just do it.
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http://www.youtube.com/watch?v=wLyFlDAikac&feature=PlayList&p=D1785FD850CB113F&playnext=1&playnext_from=PL&index=36
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http://www.youtube.com/watch?v=t_Ckhz-rzvw
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3.2 MILLION Sold!
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Don‘t make money.
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Make meaning.
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Meaning makes money.
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2.
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Create Confidence.
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Don‘t get lost in translation.
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What's good for a Russian
is deadly for a German.
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http://www.youtube.com/watch?v=XQcVllWpwGs
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Know your audience.
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3.
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Create Conversations.
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“Markets are conversations.“ Cluetrain Manifesto
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“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
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http://www.youtube.com/watch?v=XQcVllWpwGs
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Observe and listen.
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4.
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Create Content.
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“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
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ADD VALUE THROUGH
CONTENT!
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http://www.youtube.com/watch?v=fKuG0MaY39Q
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Be relevant.
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5.
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Create new Connection Points.
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“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
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http://www.youtube.com/watch?v=rpVwpUOcjJg
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http://www.youtube.com/watch?v=LFqsJLRQbEk&feature=channel_page
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Take the mountain to the prophet.
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6.
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Create Communities.
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Create Communities.
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USECommunities.
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“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
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Skittles Social Media Campaign Increases Traffic 1332% in One Day!
(Source: Hitwise US)
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Use the power of we.
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Resumé.
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“You used to use yourbudget to buy an audience.Now you have to invent ideas to attract an audience.“
Lisa Seward, Mod Communications
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Create attractive Products
Create Confidence
Create Conversations
Create New Connection Points
Create Content
Create Community
✓✓✓✓✓✓
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Know the rules.
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Know the rules. And break them.
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Know the rules.
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7.
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Listen to your heart.
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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.
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CREDITS and THX to:
Steffen Staeuber, Scholz & Friends Strategy Group, Paul Isakson,
SFStrategy brands and communication, Neil Perkin, Marta Kagan,