iterative marketing

The Evolution Revolution:An Introduction to Iterative Marketing

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INTRODUCTIONhi.

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INTRODUCTION

justin spohnJOB: Co-Founder, FightROLE: Brand StrategistLOCATION: PortlandTWITTER: @adognamedpants

hi.

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INTRODUCTIONhi.

iterative marketing

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INTRODUCTION

“If a lion could talk, we could not understand him”

hi.

-LUDWIG WITTGENSTEIN

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traditional marketingdigitalchallengesiterative marketingiterative process

5iterative marketing

INTRODUCTIONhi.

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hi.

traditional marketingdigitalchallengesiterative marketingiterative process

5iterative marketing

INTRODUCTION

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traditional marketing

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methodology

OVERVIEW

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methodologynot a technology

OVERVIEW

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but it is a methodology based on availabletechnology

OVERVIEW

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the medium is broadcast, and therefore about the message

OVERVIEW

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medium is static

OVERVIEW

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with the right placement, you can reach the right audience

OVERVIEW

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access to the medium is typically expensive, complex and controlled

OVERVIEW

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creating the message is typically expensive

OVERVIEW

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getting feedback is cumbersome

OVERVIEW

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making changes post launch is expensive and time consuming

OVERVIEW

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all this has an effect on the people who have done most of the marketing

OVERVIEW

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traditional marketingCULTURE

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CULTURE

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message focused

CULTURE

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BIG IDEA


CULTURE

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creating the message is typically expensive

CULTURE

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CULTURE

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competing with other agencies and brands

CULTURE

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heavy investment in standardized approach


CULTURE

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BRIEF

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BRIEF IDEATION

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BRIEF IDEATION EXECUTIONAL

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BRIEF IDEATION EXECUTIONAL EVAL.

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CAMPAIGN

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SPRING/SUMMER FALL/HOLIDAY

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DROP DROP DROP DROP

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DROP DROP DROP DROP

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

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digital

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digital

technology

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digital

technologyand the culture its created

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digital

the medium is experience focused

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digital

value is the critical factor

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digital

access can be easy and low cost

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digital

competition is everywhere and is not limited to brands

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digital

in constant flux, technologically and culturally

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digital

data is readily available, but finding meaning can be hard

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challenge

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message vs. experiential

challengeTRADITIONAL VS. DIGITAL

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expensive vs. cheap


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controlled vs. accessible


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static vs. dynamic


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hard to get insights vs. flood of data


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timeframes


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campaign


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immediate feedback on long-term projects


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challenge

DROP DROP DROP DROP

TRADITIONAL VS. DIGITAL

}3 MONTHS

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challenge

DROP DROP DROP DROP


}3 MONTHS }3 MONTHS

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challenge

DROP DROP DROP DROP


}3 MONTHS }3 MONTHS }3 MONTHS

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challenge

DROP DROP DROP DROP


}3 MONTHS }3 MONTHS }3 MONTHS }3 MONTHS

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challenge



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challenge



TWITTER

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challenge



TWITTERFOURSQUARE

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challenge



TWITTERFOURSQUAREFLICKR

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challenge




FU PENGUIN

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challenge




FU PENGUINFFFOUND

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challenge

saying vs. being


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challenge

leveraging vs. existing in


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challenge

DROP DROP DROP DROP


}3 MONTHS }3 MONTHS }3 MONTHS }3 MONTHS

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challengeTRADITIONAL VS. BUSINESS

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challenge

BIG IDEA

TRADITIONAL VS. BUSINESS

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Half the money I spend on advertising is wasted; the trouble is I don't know which half."

- JOHN WANAMAKER

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challenge

marketing

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challenge

:-(

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iterative marketing

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iterative marketing

big idea

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iterative marketing

right idea

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iterative marketingCONCEPT

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iterative marketing

brandon schaueradaptivepath.com

CONCEPT

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iterative marketing

creative brief

CONCEPT

GOAL: The Best Wedding Cake. Ever.

We’re having a wedding.People love cake.We need cake everyone will be impressed with and love eating.

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BIG IDEA


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pitchConcept: The Best Wedding Cake.

People love yellow cake with vanilla frosting.It has to be multi-tiered.It has to be fancy.

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right idea


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iterative marketing

right idea

CONCEPT

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iterative marketing

right idea, efficiently

CONCEPT

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iterative marketing

optimize the middle

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iterative marketing

traditional process

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iterative marketing

TIMESUCCESSEFFORT

PROJECT TIMELINE: TRADITIONAL

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iterative marketing

BRIEF IDEATION EXECUTIONAL


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iterative marketing

TIMESUCCESSEFFORT


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iterative marketingPROJECT TIMELINE: TRADITIONAL

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iterative marketing

TIMESUCCESSEFFORT


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iterative marketing

optimizing the middle

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iterative marketing

TIMESUCCESSEFFORT

PROJECT TIMELINE: ITERATIVE

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iterative marketingPROJECT TIMELINE: ITERATIVE

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iterative marketing

TIMESUCCESSEFFORT

PROJECT TIMELINE: ITERATIVE

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iterative marketing

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iterative marketinglaunching

analyzing and adjusting

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iterative process

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iterative process

BRIEF IDEATION EXECUTIONAL EVAL.

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iterative process

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iterative processPROBLEM

DEFINITION

DISCOVERY

EXECUTIONAL

ADJUSTMENT

STRATEGY

ROADMAP

ANALYSIS

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iterative process

what is your client trying to achieve?

PROBLEM DEFINITION

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iterative process

“WE NEED TO BE ON TWITTER!”

PROBLEM DEFINITION

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iterative process

“FACEBOOK!”

PROBLEM DEFINITION

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iterative process

“SYNERGISTIC SOCIAL MEDIA SOLUTIONS!!!”

PROBLEM DEFINITION

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iterative process

what is their definition of success?

PROBLEM DEFINITION

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iterative process

how does this family up to overall business goals?

PROBLEM DEFINITION

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iterative processPROBLEM DEFINITION

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iterative process

there will probably be multiple steps between project goals and business goals

PROBLEM DEFINITION

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iterative process

direct responsevs.brand building

PROBLEM DEFINITION

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iterative process

project business

PROBLEM DEFINITION

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iterative process

“engagement”“conversation”

PROBLEM DEFINITION

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iterative process

“engagement” business

PROBLEM DEFINITION

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iterative process

example

PROBLEM DEFINITION

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iterative process

“trusted energy advisor”

PROBLEM DEFINITION

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iterative process

“reduce energy use”

PROBLEM DEFINITION

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iterative process

project goal“trusted energy advisor”

business goaluse less energy

PROBLEM DEFINITION

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DEFINITION

DISCOVERY

EXECUTIONAL

ADJUSTMENT

STRATEGY

ROADMAP

ANALYSIS

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iterative process

BIG IDEA

DISCOVERY

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iterative process

BIG IDEABIG IDEA

DISCOVERY

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iterative processDISCOVERY

TIMESUCCESSEFFORT

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DEFINITION

DISCOVERY

EXECUTIONAL

ADJUSTMENT

STRATEGY

ROADMAP

ANALYSIS

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iterative process

strategy?

STRATEGY

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iterative processSTRATEGY

strategy?

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iterative process

strategy ≠ tactics

STRATEGY

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iterative process

tactics = things you do

STRATEGY

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iterative process

strategy = ideas you implement

STRATEGY

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iterative process

strategy = “technologically open”

STRATEGY

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iterative process


STRATEGY

“community-centered”

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iterative process


STRATEGY

“community-centered”“simple and inviting”

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iterative process

tactics = “HTML”

STRATEGY

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iterative process


STRATEGY

“Twitter”

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iterative process


STRATEGY

“Twitter”“yellow and green”

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iterative process

strategy = goals + research + insights

STRATEGY

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iterative process

strategy = constitution of the project

STRATEGY

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DEFINITION

DISCOVERY

EXECUTIONAL

ADJUSTMENT

STRATEGY

ROADMAP

ANALYSIS

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iterative process

roadmap = tactics

ROADMAP

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iterative processROADMAP

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iterative process

NOW

ROADMAP

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iterative processBIG IDEA

ROADMAP

NOW

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BIG IDEA

NOW

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creative briefGOAL: The Best Wedding Cake. Ever.

We’re having a wedding.People love cake.We need cake everyone will be impressed with and love eating.


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iterative process

Iteration 1: Yellow Cake Cupcake with Vanilla FrostingHypotheses: Yellow Cake Cupcake with Vanilla Frosting is the ideal flavor for wedding cakes and is structurally sound for stacking.

Tactics: Make and distribute 50 cupcakes to random people. Make a 3 level tower of cupcakes.

Goals: Find a flavor that 75% of people like.Successfully stack cupcakes.

ROADMAP

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iterative process

Iteration 2: Yellow Cake Birthday Cake with Vanilla Frosting

ROADMAP

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iterative process

Iteration 3: Wedding Cake

ROADMAP

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BIG IDEA

NOW

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DEFINITION

DISCOVERY

EXECUTIONAL

ADJUSTMENT

STRATEGY

ROADMAP

ANALYSIS

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iterative process

making the thing

EXECUTION

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DEFINITION

DISCOVERY

EXECUTIONAL

ADJUSTMENT

STRATEGY

ROADMAP

ANALYSIS

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iterative process

progress towards goals

ANALYSIS

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iterative process

progress towards goalsvalidation of hypotheses

ANALYSIS

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iterative process

progress towards goals

ANALYSIS

TIMESUCCESSEFFORT

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iterative processANALYSIS

validation of hypotheses

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iterative process

Iteration 1: Yellow Cake Cupcake with Vanilla FrostingHypotheses: Yellow Cake Cupcake with Vanilla Frosting is the ideal flavor for wedding cakes and is structurally sound for stacking.

Tactics: Make and distribute 50 cupcakes to random people. Make a 3 level tower of cupcakes.


ANALYSIS

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YUMMY?

YELLOWVANILLA

YELLOWCHOC.

CHOC.CHOC.

REDSATIN

PIE

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YUMMY?

YELLOWVANILLA

YELLOWCHOC.

CHOC.CHOC.

REDSATIN

PIE

Hypotheses: Yellow Cake Cupcake with Vanilla Frosting is the ideal flavor for wedding cakes


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DEFINITION

DISCOVERY

EXECUTIONAL

ADJUSTMENT

STRATEGY

ROADMAP

ANALYSIS

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iterative processADJUSTMENT

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iterative processGETTING STARTED

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have the right teamDESIGNERSSTRATEGISTS

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have the right teamDESIGNERSSTRATEGISTSANALYSTSDEVELOPERS

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have the right teamDESIGNERSSTRATEGISTSANALYSTSDEVELOPERSCLIENT

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have the right teamDESIGNERSSTRATEGISTSANALYSTSDEVELOPERSCLIENTBIZ

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marketing strategy

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how you position your brandin the market place

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iterative processMARKETING

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ADVERTISING PR RETAIL

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TV PRINT DIGITAL

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iterative process

it a choice you need to make early

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iterative process

you need to get everyone on board

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iterative process

you can do this

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iterative process

you should do this

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questions?

thanks!

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