big tent creativity
DESCRIPTION
A new way to think about connecting with your audience.TRANSCRIPT
Big Tent Creativity
Rethink—a fresh take on connecting with your customers 01
• Sandwich board • T-Shirt • Lawn signs (7) • Email signatures• Parking lot chalk • Door clings • Marquee • Table tent• Napkin bands • Water bottle caps • Coat hanger tags • Soap dispensers
Big Tent Creativity
Rethink—a fresh take on connecting with your customers 02
Why “Big Tent?”
Society on the move — “like herding cats” Message/Medium link “If content is king, then context is queen” Expanding media options
TelevisionRadioPrintDirect MailLiteraturePoint of SaleOutdoorTrade ShowPR
Web SiteWeb BannersOnline VideoEmail MarketingCinema SlidesCinema Pre-RollText MessagingDigital BillboardElevator ScreensGas Pump VideoNaming RightsWikis
KiosksSatellite Radio
BlogsVlogsBuzz Marketing
Product
Placement
ChatVoice Chat
RSS Feeds
TransitMobile Marketing
PodcastingWebinarWallscapesStreet TeamsAmbient/Guerilla TacticsSearch Engine MarketingSEOSocial NetworkingViral MarketingConsumer-Generated MediaSocial SponsorshipsInteractive TV
Virtual Worlds
Word-of-Mouth
WidgetsStaged Events
PointRollGPSVirtual Events
Rich MediaAppareliPods/iTunes
ContestsEnvironments
Floor GraphicsGamingReactrixFolksonomiesDVDOn-Hold MarketingSurface ComputingFile SharingDiscussion Groups
Big Tent Creativity
Rethink—a fresh take on connecting with your customers 03
Why “Big Tent?”
Society on the move — “like herding cats” “If content is king, then context is queen” Message/Medium link Expanding media options Too much to know it all & changing constantly Collaborative storytelling
Ideas from anywhere & everywhere Stretch & break traditional mar/comm boundaries Fluid execution — It’s about being relevant
“We may continue to be
exposed to media on an
ever greater scale, but that
doesn’t actually mean we
absorb it.” — Michael Bloxham, Director of insight and research at Ball State University’s center for Media Design
Segmentation
Big Tent Creativity: Segmentation
Rethink—a fresh take on connecting with your customers 05
It’s no longer about reaching the masses
More important to reach 10 of the right people than 100 of the wrong i.e. local dance studios
Big Tent Creativity: Segmentation
Rethink—a fresh take on connecting with your customers 06
If the audience is large, segment within
Message will get lost if not tailored to the different segments
Big Tent Creativity: Segmentation
Rethink—a fresh take on connecting with your customers 07
If the audience is large, segment within
Message will get lost if not tailored to the different segments
Big Tent Creativity: Segmentation
Rethink—a fresh take on connecting with your customers 08
If the audience is large, segment within
Message will get lost if not tailored to the different segments
Big Tent Creativity: Segmentation
Rethink—a fresh take on connecting with your customers 09
Psychographic targeting vs. demographic targeting
Behavioral targeting looks beyond age and gender
Fluidity
Big Tent Creativity: Fluidity
Rethink—a fresh take on connecting with your customers 11
Consistency in branding — 2 classic definitions: 1.) Consistent visual identity and brand voice across all points of contact
2.) Consistent delivery of the brand promise
Fluidity in branding Capitalize on benefits of uniformity while
allowing for flexibility to ensure relevance
Big Tent Creativity: Fluidity
Rethink—a fresh take on connecting with your customers 12
Brand
Audience A
Audience B
Audience CAudience D
Audience E
Big Tent Creativity: Fluidity
Rethink—a fresh take on connecting with your customers 13
What comprises Brand uniformity? The Brand is centered around a single, big idea
It remains true to its core purpose
It is the central organizing principle of the company
Big Tent Creativity: Fluidity
Rethink—a fresh take on connecting with your customers 14
What comprises Brand uniformity? The Brand is centered around a single, big idea
It remains true to its core purpose
It is the central organizing principle of the company
Big Tent Creativity: Fluidity
Rethink—a fresh take on connecting with your customers 15
What comprises Brand uniformity? The Brand is centered around a single, big idea
It remains true to its core purpose
It is the central organizing principle of the company
Big Tent Creativity: Fluidity
Rethink—a fresh take on connecting with your customers 16
What comprises Brand uniformity? The Brand is centered around a single, big idea
It remains true to its core purpose
It is the central organizing principle of the company
Big Tent Creativity: Fluidity
Rethink—a fresh take on connecting with your customers 17
Brand Fluidity: The 70/30 Rule: Context vs. numerical application
70% of brand strategy & guidelines firm/ 30% flexible
Flexibility comprised of:
Language/cultural differences
Audience variances
Changes in market landscape
Advances in technology
The Fluid Brand “…puts a brand’s message out there, traveling many different
pathways, and dressed in many different costumes, all specifically tailored to certain groups of interested consumers. Crossing paths with the consumer now actually starts a relationship in which the consumer
plays an active part.” — MEDIA Magazine
Big Tent Creativity: Fluidity
Rethink—a fresh take on connecting with your customers 18
Fluid Identity: Schemes that flex and adapt to circumstances are more
appropriate in the multi-channel, multicultural world that brands now inhabit
Big Tent Creativity: Fluidity
Rethink—a fresh take on connecting with your customers 19
Fluid Identity: Schemes that flex and adapt to circumstances are more
appropriate in the multi-channel, multicultural world that brands now inhabit
Big Tent Creativity: Fluidity
Rethink—a fresh take on connecting with your customers 20
Fluid Identity: Schemes that flex and adapt to circumstances are more
appropriate in the multi-channel, multicultural world that brands now inhabit
Big Tent Creativity: Fluidity
Rethink—a fresh take on connecting with your customers 21
Fluid Identity: Schemes that flex and adapt to circumstances are more
appropriate in the multi-channel, multicultural world that brands now inhabit
Big Tent Creativity: Fluidity
Rethink—a fresh take on connecting with your customers 22
Fluid Messaging: It matters less how often or consistently you say the message
and more on whether or not customers get the same experience each time
Big Tent Creativity: Fluidity
Rethink—a fresh take on connecting with your customers 23
Fluid Messaging: It matters less how often or consistently you say the message
and more on whether or not customers get the same experience each time
Big Tent Creativity: Fluidity
Rethink—a fresh take on connecting with your customers 24
Fluid Messaging: It matters less how often or consistently you say the message
and more on whether or not customers get the same experience each time
Big Tent Creativity: Fluidity
Rethink—a fresh take on connecting with your customers 25
Fluid Messaging: It matters less how often or consistently you say the message
and more on whether or not customers get the same experience each time
Distribution
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 27
Time Shifting AND Place Shifting Nomadic Consumers are untethered Distribution must untether or risk irrelevance Content and context of equal importance
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 28
Consumption of Content It’s all about how a person wishes to be communicated
with
“We need to think more about the way consumers consume content, how that differs by the type of content, and why and where they are consuming it.” — Alan Schanzer, North American Managing Partner, MEC Interaction-Media, June 2007
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 29
B2C leads to B2B “The B2B market consists of experts. These people are
professionals. And yet, they can’t escape the fact that they’re also HUMAN. Being human, they’re subject to the same laws of life as the rest of us.” — competitivebranding.com
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 30
B2C leads to B2B “The B2B market consists of experts. These people are
professionals. And yet, they can’t escape the fact that they’re also HUMAN. Being human, they’re subject to the same laws of life as the rest of us.” — competitivebranding.com
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 31
B2C leads to B2B “The B2B market consists of experts. These people are
professionals. And yet, they can’t escape the fact that they’re also HUMAN. Being human, they’re subject to the same laws of life as the rest of us.” — competitivebranding.com
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 32
Offroading Where are your customers?
Physically / Mentally / Virtually
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 33
Offroading Where are your customers?
Physically / Mentally / Virtually
Don’t just think outside the box, rethink what the box is!
Search for opportunities to connect
The inseparable media/message mix
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 34
Cingular // (unknown)
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 35
Kill Bill promo // Saatchi & Saatchi (New Zealand)
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 36
Bic // (unknown)
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 37
Benjamin Moore // (unknown)
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 38
K Karate School // (unknown)
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 39
TAXI (Canada)
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 40
Folgers Coffee // Saatchi & Saatchi
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 41
Canon Street Marketing // Leo Burnett
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 42
FedEx Kinkos // (agency unknown)
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 43
Procter & Gamble // (agency unknown)
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 44
Wisconsin Public Service // Imaginasium
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 45
Schneider Logistics // Imaginasium
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 46
Papa John’s Pizza // Saatchi & Saatchi
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 47
St. Norbert College // Imaginasium
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 48
Lego // Ogilvy & Mather
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 49
Venice Casino // AdmCom
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 50
Accessorize // Saatchi & Saatchi (Switzerland)
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 51
IWC Watches // Jung Von Matt (Hamburg)
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 52
Got Milk // Goodby, Silverstein & Partners (California)
Branded chocolate chip cookie scented bus shelters treat commuters to an unexpected multi-sensory experience.
MagniScent® olfactory scent sampling technology disseminates smell via scent-infused adhesives affixed to the inside of the bus shelters and undersides of the benches.
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 53
Unilever // (unknown)
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 54
Baltica // (agency unknown)
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 55
20th Century Fox Film Corp. & 7-Eleven // FreshWorks
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 56
Offroading Where are your customers?
Physically / Mentally / Virtually
Don’t just think outside the box, rethink what the box is!
Search for opportunities to connect
The inseparable media/message mix
Matrix+
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 57
Brochure
Sell Sheet
TV Campaign
Radio Campaign
Radio Sponorships
Banner Advertising
Website
Online Video
Email Newsletter
Direct Mail
Printed Newsletter
Postcards
CatalogsSpecial Events
Transit
Cinema SlidesCinema Pre-Roll
Posters
Floor Graphic
Event Banner
Event Sponsorship
SymposiumTrade Show
Newspaper Advertising
Trade Publication AdvertisingContests
Promotions
Sport Team Sponsorships
Press Releases
White Papers
Articles
Video ReleaseDVDs
Temporary Tattoos
Bill Stuffers
Special Events
Literature
Stationery
Branded Promotional Items
Identity Signage
Entry Graphics
Speaking Engagements
Point of Purchase
BillboardDoor
Hanger
Yard Signs
Wallscapes
Mall banners
Sales Kits
Annual Report
Road Show
Product Demo
Christmas Cards
Email SignatureOn-Hold Messaging
Sales TeamWord of Mouth
Airport Display
Buttons
SSORSS
Blogging
Podcast
Webinar
Gaming
Viral Video
YouTube
Mobile Marketing
Texting
Chat IM
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 58
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 59
Media-Neutral AND Solutions-Neutral Generational disconnect
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 60
Media Neutral AND Solutions-Neutral Generational disconnect
Team approach = solutions-neutral
Big Tent Creativity: Distribution
Rethink—a fresh take on connecting with your customers 61
Media Neutral AND Solutions-Neutral Generational disconnect
Team approach = solutions-neutral
Big Tent Creativity
Rethink—a fresh take on connecting with your customers 62
Summary
Be where your customers are
Be relevant
Be alert to solutions from anywhere
Be open to
thank you.