the 4 e's of marketing (ogilvy pr)

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The Evolution of Marketing

Christopher Graves

President & CEO Asia Pacific, Ogilvy Public Relations

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The New Marketing Ecosystem

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Marketing

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From the 4P’s to the 4E’s

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Product Product

PlacePlace

PricePrice

PromotionPromotion

From From …… To …

Experience

Everyplace

Exchange

Evangelism

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From PRODUCT to EXPERIENCE

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Experts

SpecialistsPeers

Beauty Shopping Journey

Purchase

Results

Browsing

Research

Shopping

Beauty Issue

Explore/Share

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From PRODUCT to EXPERIENCE

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From PRODUCT to EXPERIENCE

Movie: Great_Adv_Website_REV.mpg

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From PLACE to EVERYPLACE

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banners, portals, pop-ups, pop-unders,

e-mail messages, interstitials, display

ads, streaming media, rich media, flash,

animation, branded content, product

placement, search engine marketing,

blogs, vlogs, podcasts, vodcasts,

IM, SMS, RSS, wikis, retail kiosks,

microsites, advergaming, gamevertising,

alternative reality gaming, social

networks, wireless, mobile, content

sponsorships, events, buzz, guerilla, and

viral marketing, iTV, IPTV, and more.

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From PRODUCT to EXPERIENCE

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From PRICE to EXCHANGE

“A cynic knows the price of

everything, but the value of nothing” Oscar Wilde

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From PRICE to EXCHANGE

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Before After

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What do we want from consumers?

• Attention span?

• Engagement?

• Permission?

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LEGO: Customers HelpCreate Products

+200% better sales

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From PROMOTION to ENGAGEMENT & EVANGELISM

Big IdealA Brand’sBest Self

A Cultural Trend/Truth

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How Do You Find a Brand’sBig Ideal?

“[Insert brand here] believes the world would be a better place if …”

“Coke believes the world would bea better place if we saw the glass

as half full not half empty.”

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“Dove believes the world would be a better place if women were allowed to feel good about themselves.”

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“Give people an idea so interesting that the audience wants to share it”

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Dove: Evolution

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Evolution Remix

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Onslaught

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Onslaught Remix

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The results

• The first double Grand Prix at Cannes

–TV commercial

– Viral film

• Sales up $500 million since beginning of campaign

• Ranked 3rd for most transformed brand

–Behind YouTube and Google

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Dell Idea Storm

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Marketer of the Future

1. Experience – do your Customer Journey

2. Everywhere – create an idea with no TV

or print

3. Exchange – calculate the value of your

Customer

4. Evangelism – bring passion to your brand

through engagement