7 deadly sins in marketing
TRANSCRIPT
![Page 1: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/1.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 1
MARKETING’S7 DEADLY SINS
SIMON KEMP • WFA PROJECT RECONNECT • WE ARE SOCIAL
THE BIGGEST ADVERTISING MISTAKES, AS IDENTIFIED BY SOCIAL MEDIA AUDIENCES
wearesocial
![Page 2: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/2.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 2
![Page 3: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/3.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 3
ABOUT PROJECT RECONNECT
Project Reconnect is an initiative led by the WFA to listen to what people really
want from brands and marketing. We hope it gives marketers practical
guidance to help ensure their behaviours reflect what people want and expect.
FIND OUT MORE:http://www.project-reconnect.com
@WFAReconnect #ProjectReconnect
![Page 4: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/4.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 4
THEBRIEF
![Page 5: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/5.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 5
WHAT ARE MARKETERS’ BIGGEST MISTAKES, AND HOW DO WE AVOID MAKING THEM?
?
![Page 6: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/6.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 6
APPROACH: ANALYSE MILLIONS OF TWEETSTO IDENTIFY THE GOOD, THE BAD & THE UGLY
![Page 7: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/7.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 7
WE RESEARCHED MILLIONS OF ORGANIC CONVERSATIONS ON TWITTER OVER 1 YEAR
![Page 8: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/8.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 8
NOTES ABOUT METHODOLOGYThis research analysed public,
English-language Twitter updatesthat were posted organically
(i.e. not in response to a survey or questionnaire) over a 6-month
period ending in early 2015.
![Page 9: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/9.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 9
HEADLINEFINDINGS
![Page 10: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/10.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 10
PEOPLE HAVE MORE GOOD THINGS TO SAY ABOUT ADVERTS THAN BAD THINGS
![Page 11: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/11.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 11
THERE WERE AROUND 3 MILLION FAVOURABLE
TWEETS ABOUT ADS IN THE SURVEY PERIOD
THERE WERE AROUND 2 MILLION NEGATIVE TWEETS ABOUT ADS
IN THE SURVEY PERIOD
60% 40%
SOME SURPRISING RESULTS
![Page 12: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/12.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 12
ALMOST ALL OF THESE POSITIVE MENTIONS REFERENCE A SPECIFIC ADVERTISEMENT
![Page 13: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/13.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 13
In our conversations with people, we often find they are indifferent or negative towards “advertising”, but can instantly
name an “ad” they love.~ Will Gilroy, World Federation of Advertisers
“
![Page 14: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/14.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 14
‘ADVERTISING’ CAN BE A DIRTY WORD, BUT ADVERTS EVOKE CREATIVITY AND HUMOUR
![Page 15: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/15.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 15
BUT THERE’S STILL PLENTY OF ROOM FOR IMPROVEMENT IN ADVERTISING
![Page 16: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/16.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 16
EXPLORING THE NEGATIVE COMMENTS REVEALS OPPORTUNITIES TO LEARN & GROW
![Page 17: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/17.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 17
ADVERTS ON TV INSPIRE MORE NEGATIVE COMMENTS THAN ADVERTS IN OTHER MEDIA
![Page 18: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/18.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 18
SOURCES OF FRUSTRATION
TELEVISION ADVERTS TRIGGERED THE
GREATEST NUMBER OF NEGATIVE COMMENTS
AND COMPLAINTS
ADVERTISING ON SOCIAL NETWORKS AND MUSIC STREAMING SERVICES
RANKED SECOND IN TERMS OF COMPLAINT VOLUMES
TV ONLINERADIO ADVERTISING
TRIGGERED ENOUGH COMPLAINTS TO RANK
THIRD IN TERMS OF OVERALL VOLUME
RADIO
![Page 19: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/19.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 19
MEN ARE MORE LIKELY TO COMPLAIN ABOUT ADVERTS THAN WOMEN ARE
![Page 20: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/20.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 20
OF NEGATIVE MENTIONS CAME
FROM MEN
OF NEGATIVE MENTIONS CAME FROM WOMEN
60% 40%
A GENDER IMBALANCE
![Page 21: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/21.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 21
BUT WHAT DO PEOPLE ACTUALLY COMPLAIN ABOUT? WHAT BOTHERS THEM THE MOST?
![Page 22: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/22.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 22
MARKETING’S 7 DEADLY SINS1. MARKETING SATURATION
2. CONSTANT INTERRUPTION
3. POOR QUALITY CREATIVE
4. POOR TARGETING
5. DECEPTIVE CLAIMS
6. INSENSITIVITY & SELFISHNESS
7. EXCESSIVE REPETITION
![Page 23: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/23.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 23
READ ON TO EXPLORE THESE ‘7 SINS’ IN DETAIL, TOGETHER WITH EXAMPLE TWEETS
![Page 24: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/24.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 24
ADVISORY: EXPLICIT CONTENTThis presentation includes uncensored user-generated content that contains language some readers may find offensive. We have left this content as-is to highlight the depth of emotion that people express in response
to marketing and advertising activities.
![Page 25: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/25.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 25
#1THE OVERALL
NUMBER OF ADS
![Page 26: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/26.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 26
AD OVERLOAD: PEOPLE PERCEIVE THERE’S JUST TOO MUCH ADVERTISING
![Page 27: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/27.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 27
![Page 28: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/28.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 28
THIS HAS RESULTED IN FRUSTRATION WITH ADVERTISING IN GENERAL
![Page 29: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/29.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 29
![Page 30: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/30.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 30
BE A WINNER, NOT A SINNER
QUALITY BEATS QUANTITY; AIM FOR
FEWER, BIGGER, BETTER ACTIVITIES
ONLY ADVERTISE WHEN YOU HAVE SOMETHING
MEANINGFUL TO ADD TO THE AUDIENCE’S LIFE
ADVERTISESELECTIVELY
ADD VALUE,NOT VOLUME
JUST BECAUSE YOU CAN ADVERTISE
SOMEWHERE DOESN’T MEAN YOU SHOULD
BAD MEDIUM,BAD MESSAGE
![Page 31: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/31.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 31
#2AD INTERRUPTION
![Page 32: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/32.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 32
ADVERTISING’S CONSTANT INTERRUPTIONSCAUSE SIGNIFICANT FRUSTRATION
![Page 33: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/33.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 33
![Page 34: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/34.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 34
THE FREQUENCY AND DURATION OF ADVERTISEMENTS FRUSTRATE PEOPLE TOO
![Page 35: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/35.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 35
![Page 36: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/36.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 36
THIS APPLIES TO ALL MEDIA, NOT JUST BROADCAST ENTERTAINMENT
![Page 37: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/37.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 37
![Page 38: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/38.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 38
BE A WINNER, NOT A SINNER
HOW CAN YOU ADD TO THE EXPERIENCE,
RATHER THAN DETRACT & DISTRACT FROM IT?
DO PRIMETIME SLOTS STILL OFFER
PREMIUM ADVERTISING OPPORTUNITIES?
CONTEXTUALCONTENT
CUT THECLUTTER
AVOID AD FORMATS AND TECHNOLOGY WITH A DISRUPTIVE ‘USER EXPERIENCE’
PERSUASIONNOT INVASION
![Page 39: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/39.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 39
#3BAD CREATIVE AND DELIVERY
![Page 40: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/40.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 40
POOR QUALITY ADVERTISING MAKES THESE INTERRUPTIONS EVEN MORE FRUSTRATING
![Page 41: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/41.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 41
![Page 42: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/42.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 42
BAD USE OF MUSIC AND AUDIO IS A PARTICULAR SOURCE OF IRRITATION
![Page 43: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/43.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 43
![Page 44: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/44.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 44
BE A WINNER, NOT A SINNER
INVEST IN STORIES THAT PEOPLE CARE ABOUT, NOT JUST BUYING REACH
UNDERSTAND WHAT THE AUDIENCE WANTS,
NOT JUST WHAT THE BRAND WANTS
HEARTSTRINGSvs EYEBALLS
AVOID BRANDEGOCENTRISM
TAKE EXTRA CARE WHEN SELECTING
AREAS OF SUBJECTIVE TASTE SUCH AS MUSIC
MAKE SOUNDCHOICES
![Page 45: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/45.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 45
#4INAPPROPRIATE AUDIENCEPROFILING & TARGETING
![Page 46: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/46.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 46
SOME ADVERTISERS STILL STRUGGLE WITH EMPATHY AND APPROPRIATE TARGETING
![Page 47: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/47.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 47
![Page 48: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/48.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 48
TIMING IS KEY; GET THE MOMENT WRONG AND YOU’LL DO MORE HARM THAN GOOD
![Page 49: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/49.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 49
![Page 50: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/50.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 50
BE A WINNER, NOT A SINNER
USE EVERY TOOL AVAILABLE TO INFORM
YOUR UNDERSTANDING OF YOUR AUDIENCE
USE MEDIA TARGETING TO REACH REAL PEOPLE,
NOT DEMOGRAPHIC PROFILES
RESEARCHBEFORE REACH
PEOPLE NOTPROFILES
AIM FOR MOMENTS WITH MEANING RATHER
THAN SIMPLY AIMING FOR MASS REACH
RIGHT PLACE,RIGHT TIME
![Page 51: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/51.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 51
#5EXAGGERATION, FALSE
CLAIMS AND DECEPTION
![Page 52: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/52.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 52
NEGATIVE COMMENTS ARISE WHEN CLAIMS DON’T MATCH THE PRODUCT EXPERIENCE
≠
![Page 53: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/53.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 53
![Page 54: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/54.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 54
PEOPLE ALSO EXPRESS FRUSTRATION WITH STORYLINES THAT DON’T RELATE TO REAL LIFE
![Page 55: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/55.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 55
![Page 56: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/56.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 56
BE A WINNER, NOT A SINNER
DON’T OVERPROMISE IN YOUR AD CLAIMS IF YOUR PRODUCT THEN
UNDERDELIVERS
TELL STORIES THAT ALIGN WITH YOUR BRAND AND
GUIDE YOUR AUDIENCE’S EXPECTATIONS OF IT
SET REALISTICEXPECTATIONS
MAKE COMMSCONGRUENT
IF YOUR PRODUCT DOESN’T DELIVER YOUR BRAND’S PROMISE, FIX IT
BEFORE ADVERTISING
INVEST WHEREIT MATTERS
![Page 57: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/57.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 57
#6INSENSITIVITY
AND SELFISHNESS
![Page 58: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/58.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 58
ADVERTS THAT DON’T REFLECT SOCIETY’S CONCERNS TRIGGER FREQUENT NEGATIVITY
![Page 59: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/59.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 59
![Page 60: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/60.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 60
PUBLIC SERVICE ANNOUNCEMENTS DON’T WORK IF THE AUDIENCE SWITCHES OFF
![Page 61: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/61.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 61
![Page 62: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/62.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 62
BE A WINNER, NOT A SINNER
BE SENSITIVE TO THE CULTURAL AND
SOCIETAL REALITIES IN WHICH YOU OPERATE
BE CONSIDERATE AND EMPATHETIC TOWARDS
YOUR AUDIENCE’S VIEWS AND NEEDS
BE SOCIALLYSENSITIVE
ENGAGE WITHEMPATHY
UNDERSTAND PEOPLE’S MOTIVATIONS BEFORE CRAFTING MESSAGES;
GO FOR PULL, NOT PUSH
MOTIVATION vs IRRITATION
![Page 63: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/63.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 63
#7REPETITION IS
IRRITATION
![Page 64: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/64.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 64
REPETITION IS ONE OF THE MOST FREQUENT TRIGGERS OF COMPLAINT AND FRUSTRATION
![Page 65: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/65.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 65
![Page 66: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/66.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 66
BE A WINNER, NOT A SINNER
LEAVE A SUITABLE GAP BEFORE RE-SHOWING THE SAME AD TO THE SAME PERSON AGAIN
TELL AN EVOLVING STORY INSTEAD OF
REPEATING THE SAME THING AGAIN AND AGAIN
TIMING ISEVERYTHING
EVOLVE vsREVOLVE
DO YOU REALLY NEED TO REPEAT YOUR MESSAGE,
OR CAN YOU DELIVER IT ALL THE FIRST TIME?
OPTIMISEFREQUENCY
![Page 67: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/67.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 67
FURTHERREADING
![Page 68: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/68.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 68
LEARN MORE ABOUT PROJECT RECONNECT:http://www.projectreconnect.com
JOIN THE CONVERSATION ON TWITTER:@WFAReconnect #ProjectReconnect
![Page 69: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/69.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 70
WE ARE A GLOBAL AGENCY. WE DELIVER WORLD-CLASS CREATIVE IDEAS WITH FORWARD-THINKING BRANDS. WE BELIEVE IN PEOPLE, NOT PLATFORMS, AND THE POWER
OF SOCIAL INSIGHT TO DRIVE BUSINESS VALUE.
WE CALL THIS SOCIAL THINKING.
WE’RE ALREADY HELPING MANY OF THE WORLD’STOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOUTOO, CALL US ON +65 6423 1051, OR EMAIL
US AT [email protected].
FIND OUT MORE AT WEARESOCIAL.SG.
![Page 70: 7 deadly sins in marketing](https://reader033.vdocuments.us/reader033/viewer/2022051521/587733131a28ab2b2c8b7a53/html5/thumbnails/70.jpg)
Marketing’s Deadly Sins • #ProjectReconnect • 71
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
+65 6423 1051
HTTP://WEARESOCIAL.SG