martin wiegel: how to fail. from golden drum 2012

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  • 1. HOW TO +(NOT)FAILWIEDEN+KENNEDY AMSTERDAM

2. OR: 3. WHY THERE ISNO AUDIENCE FOR WHAT WE MAKE 4. AND WHY THATTRUTH WILL SET USFREE 5. THIS IS THELANGUAGEOFMARKETING... 6. AUDIENCE 7. FANS 8. COMMITMENT 9. RELATIONSHIPS 10. ENGAGEMENT 11. LOVE 12. ITS THE LANGUAGEOF CONSUMERSGIVING A SHIT 13. ALLRHETORIC NOEVIDENCE 14. SOIF YOU WANT TO FAIL DO THIS... 15. ASSUME THAT PEOPLE CAREABOUT BRANDS 16. ASSUME THAT PEOPLE WANT TO HAVE ARELATIONSHIPWITH YOUR BRAND 17. ASSUME THATYOUR FANS ARE YOUR MOSTVALUABLE CONSUMER 18. ASSUME THAT EVERYONEWANTS TOPARTICIPATE 19. ASSUME THAT PEOPLEWILL FIND YOUR CONTENT 20. ASSUME THATDEPTHIS MORE IMPORTANT THANBREADTH 21. WHAT? 22. MOST PEOPLEDONT CARE THAT MUCHABOUT BRANDS 23. Welcome to the Domestos Germ buster app. Play the germ buster game to destroy those menacing nasties that lurk in your home and learnabout the benefits of Domestos over thin bleach. 24. MOST PEOPLEDONT KNOW MUCHABOUT THE BRAND THEY BUY 25. 50%OF ALL KNOWLEDGE ABOUT A BRAND IS HELD BY JUST20%OF ITS BUYERSSOURCE: JENNI ROMANUIK, BYRON SHARP: WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE 26. 80%OF A BRANDS BUYERSKNOW A LITTLEOR NOTHING ABOUT THAT BRANDSOURCE: JENNI ROMANUIK, BYRON SHARP: WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE 27. ALMOST EVERY APP BUILT FOR A BRAND ON FACEBOOK HAS PRACTICALLY NO USAGE... HEAVY, IMMERSIVEEXPERIENCES ARE NOT HOW PEOPLE ENGAGE AND INTERACTWITH BRANDS... HEAVYWEIGHT EXPERIENCES WILL FAIL BECAUSE THEY DONT MAP TO REAL LIFE.PAUL ADAMS, GLOBAL HEAD OF BRAND DESIGN AT FACEBOOK 28. 0.5%PROPORTION OF FANS TALKING ABOUT A BRAND ON FACEBOOKSOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, FACEBOOK FANS: A FAN FOR LIFE?, ADMAP, MAY 2012 29. PEOPLE DONT HAVEA RELATIONSHIP WITH YOUR BRAND 30. THE VAST MAJORITYOF CONSUMERSHAVE MULTIPLE PARTNERS 31. 72% OF PEPSI DRINKERSALSO DRINKCOCA-COLASOURCE: TNS IMPULSE PANEL (UK) 32. YOUR CONSUMERSARE JUSTSOMEBODY ELSESCONSUMERS WHO OCCASIONALLYBUY YOU 33. HUMAN RELATIONSHIPS DEMANDMASSIVE PROCESSING POWER 34. 100 BILLION NEURONSWITH ROUGHLY ONE MILLION BILLION CONNECTIONSEACH FIRING AT 10 TIMES PER SECOND 35. RELATIONSHIPSARE A MATTER OF LIFEANDDEATH 36. PEOPLE WITHSTRONG SOCIAL NETWORKSLIVELONGERSOURCE: GILES, GLONEK, LUSZCZ, ANDREWS, EFFECT OF SOCIAL NETWORKS ON 10 YEAR SURVIVAL IN VERY OLD AUSTRALIANS: THE AUSTRALIAN LONGITUDINAL STUDY OF AGING, J EPIDEMIOL COMMUNITY HEALTH 2005;59:574-579 37. COMPARED WITHHUMAN RELATIONSHIPS BRAND RELATIONSHIPSARE THIN 38. MOST OF US GO THROUGH LIFE FINDING IT HARD ENOUGH TO HAVEGOOD RELATIONSHIPSWITH THE REAL PEOPLE IN OUR LIFELET ALONE ALL THE BRANDS WE BUY. BRUCE MCCOLL, GLOBAL CMO, MARS 39. WHATSLOVEGOT TO DO WITH IT? 40. YOUR FANSARE NOTYOUR MOSTVALUABLE CONSUMER 41. THIS IS 000s of HHs buyingFRUCTIS123009225 61503075 0 1x 2x 3x 4x5x 6x7x8x 9x ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN 42. THIS IS WHAT IT NEEDS TO DOTO LOOK 000s of HHs buyingLIKE PANTENE123009225 61503075 0 1x 2x 3x 4x5x 6x7x 8x 9x ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN 43. 000s of HHs buying123009225 FANS 61503075 0 1x 2x 3x 4x5x 6x7x 8x9x ANNUAL PURCHASE FREQUENCYSOURCE: NIELSEN 44. YOUR BRANDS HEALTH DEPENDS ONLOTS PEOPLE WHO DONT KNOW YOU WELLDONT THINK OF YOU MUCHANDDONT BUY YOU OFTENIF AT ALL 45. THESE CONSUMERS GENERATEPUBLICITY NOT REVENUE 46. DISTINGUISH BETWEENACTORSAND THETHE AUDIENCE 47. MOST PEOPLEDONT WANT TOPARTICIPATE 48. PASSIVECONSUMPTIONIS NOT DEAD 49. 6.4bn hrs.Aggregate consumptionyear to May 2011 182m hrs.Facebook, Twitter, and LinkedIn TVSOURCE: DELOITTE/BARB AND UKCOM/NIELSEN, UK 50. OF200 BRANDS STUDIEDONLY ONE SHOWED A LEVEL OFENGAGEMENTOVER 2%source: Karen Nelson-Field & Jennifer Taylor, Facebook fans: A fan for life?, Admap, May 2012 51. PEOPLESDIGITAL PARTICIPATIONISWITH EACH OTHER 52. 20%60%17% PASSIVEEASY INTENSE 44% INITIATION FRIENDS, FAMILY & PHOTOS TV, ENTERTAINMENT & LIFESTYLESOURCE: BBC 53. JUST BECAUSE PEOPLEARE PARTICIPATING WITHEACH OTHER DOESNT MEAN THEY WILL PARTICIPATEWITH BRANDS 54. MASSREACTIONMATTERS MORE THANMASSPARTICIPATION 55. PEOPLEWILL NOT FINDYOURCONTENT 56. 1 IN 1,000,000 ODDS OF A PERSON VIEWINGYOUR CONTENT ON YOUTUBESOURCE: WISTIA.COM 57. 0.9%AVERAGE CLICK THROUGH RATESOURCE: ADVERTISING RESEARCH FOUNDATION 58. 4,875 PIECES OF CONTENT THEAVERAGE FACEBOOK USERRECEIVES EVERY DAYSOURCE: FACEBOOK 59. OVERLOOKED CONTENTSOURCE: YOUTUBE 60. UNTILPUBLICIZEDSOURCE: YOUTUBE 61. DEPTHISNOTMORE IMPORTANT THANBREADTH 62. BRANDS DEPEND ONBIG, BROAD POPULATIONS123009225 61503075 01x 2x 3x 4x5x 6x7x 8x 9xANNUAL PURCHASE FREQUENCY 63. THE BIG DIFFERENCE BETWEENBIG AND SMALL BRANDSIS NOT HOW MUCH LOYALTYTHEY GETBUT HOW MANY PEOPLEBUY THEM 64. ENGAGEMENTHASNT REPLACEDREACH 65. SO... 66. MUCH OF WHAT WE MAKE IS NOTVITALBUTTRIVIAL 67. MUCH OF WHAT WE MAKE IS NOTVITALBUTINCIDENTAL 68. INCIDENTAL TO THIS: 69. ORDINARYAWFUL AWESOME EVERYDAYLIFE 70. THERE ISNO AUDIENCE FOR WHAT WE MAKE 71. OUR TASKIS NOTNURTURING ENTHUSIASM BUTOVERCOMINGINDIFFERENCE 72. THIS SHOULDINSPIRENOTDEPRESS US 73. ALL CREATIVITYDEMANDSRESISTANCE 74. AND OVERCOMINGINDIFFERENCE DEMANDSAWESOME 75. BE PARTOF WHATINTERESTS PEOPLE 76. GIVEMORE THAN YOUTAKE 77. TAKE A POSITIONDONT JUST HAVEA POSITIONING 78. JUST MOVE ME, DUDEDAN WIEDEN 79. + @[email protected]