in brands we trust - ragan communications · raise a box to your favc summer beverages. dr. ben...
TRANSCRIPT
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In Brands We Trust Case Study: How to Sell Purpose
Whitney CurrySeptember 20, 2019
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HI, BETH.
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POWER TO THE PEOPLE
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REWIND TO EARLY 2000’s
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LIGHTS, ON.
THE DEMOCRATISATION OF REAL ESTATE DATA HAD BEGUN.
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ZILLOW MISSION
BUILD THE WORLD’S LARGEST, MOST TRUSTED, HOME RELATED MARKETPLACE
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ZILLOW PURPOSE
IMPROVE PEOPLE’S LIVES THROUGH THE PLACES WE CALL HOME...
BECAUSE LIFE IS BETTER WHEN YOU LOVE WHERE YOU LIVE.
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BRAND MARKETING = PERFORMANCE MARKETING
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LESSON 1: MISSION-DRIVEN CONTENT MUST MOVE THE BUSINESS
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LESSON 2: THE STORY DOESN’T MATTER…IF NOBODY SEES IT.
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COPE.
CREATEONCE.PUBLISHEVERYWHERE
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CONSUMER: “WHAT HAVE YOU DONE FOR ME... LATELY?”
ZILLOW: “UMMMM”
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DRAMATIC GROWN THROUGH ADVERTISING
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PURPOSE DRIVEN BRANDS NEED TO…
1) CREATE PURPOSEFUL PRODUCTS
2) MEANINGFUL CONTENT
3) ADVERTISING THAT CELEBRATES YOUR VIEW OF THE WORD
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CONCLUSION
● Purpose-driven marketing moves the bottom line.
● Content distribution isn’t an assumed reality...it’s the output of careful planning.
● Stick close to Beth.
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Thank [email protected]