presence marketing

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the rise of marketing

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Page 1: Presence Marketing

the rise of

marketing

Page 2: Presence Marketing

When people connect with brands, it’s conscious.

When people connect with people, it’s instinctive.

Page 3: Presence Marketing

It’s the difference

between sparking an interest in

the mind,

and lighting a flame in the

Page 4: Presence Marketing

Welcome to the Relationship Era. Say goodbye to positioning, preemption and unique selling position… This is about tapping into the Human Element.Bob Garfield, Doug LevyIgnore the Human Element of Marketing at Your Own PerilAdvertising Age, January 2nd, 2012

Page 5: Presence Marketing

taps into the Human Element to make brands act like people, turning the consumer-brand relationship into a deeper consumer-person relationship.

marketingpresence

Page 6: Presence Marketing

It’s an instinctive connection that goes well past product samples or live events. Brands, like people, listen, adapt and become present in consumers’ lives.

Sticking around through thick or thin

Investing both resources and time

Having consistent, personal encounters

Generating genuine interest on both sides

Page 7: Presence Marketing

We’

ve id

entifi

ed

dimensions of an effective Presence Marketing program.

Page 8: Presence Marketing

1st dimension: Hyperlocal Immersion

The Human Element: People relate intimately to their environments. A true Presence program uses context to its advantage.

Customize the brand experience to embody local traditions, tastes, and social norms

Optimize the physical space, allowing consumers to experience familiar locations in new, meaningful ways

Enhance targeting through the use of localized business intelli-gence on people, places, and history

Page 9: Presence Marketing

2nd dimension: Constancy & Consistency

The Human Element: Human relationships are defined by depth and breadth of interactions. Similarly, Presence programs assert the brand as a dependable, ever-present fixture in consumers’ lives.

Always deliver on consumer expectations, especially when circumstances or situations change

Exhibit consistent behavior over a period of time, turning a new brand into something familiar

Be constant in timing and deployment, infusing the brand with an unshakeable sense of reliability

Page 10: Presence Marketing

3rd dimension: People

The Human Element: Using the right people to execute a Presence program accelerates the deep, intuitive bonds consumers can make with the brand.

Invest in sourcing true ambassadors – people who have already formed a human connection to the brand in their own lives

Provide in-depth training that instills the brand message without stifling ambassadors’ innate enthusiasm

Focus on enabling one-on-one encounters

Page 11: Presence Marketing

4th dimension: Adaptability

The Human Element: The brand, just like any other person, is a member of the community. That means being able to quickly adapt to changing circumstances without compromising integrity or reputation.

Use changing circumstances to create opportunities for proving the brand during uncertain times

Be flexible in operations and planning, allowing for quick adjustments to meet local trends and market forces

Partner with local experts who can facilitate quick pivots in planning

Page 12: Presence Marketing

Brands have a lot to gain from thinking and acting more like people than corporations. Sociability requires human behavior... Britt Peterson | Director of Growth Strategy, Cole & Weber UnitedIt’s Time Brands Started Acting More Like People | Forbes Magazine, July 3rd, 2012

Page 13: Presence Marketing

Jay-ZDecoded

Using human behavior to position the brand as a vital conduit: Bing case studyUsing Jay-Z’s upcoming biography Decoded as a vehicle, Bing partnered with the artist to launch a worldwide Presence campaign for launch of their new search engine. Millions of fans used Bing Search and Bing Maps to discov-er real-life Decoded artifacts hidden throughout the world, making Bing the conduit for discovery, revelation, and the thrill of search.

dimension #1Hyperlocal Immersion

dimension #3People

dimension #2Constancy and Consistency

dimension #4Adaptability

Each of the 350 pages in Decoded was placed in a different media location throughout the world. Location was chosen according the page’s content and theme, deliberately focusing on the space’s relevance and significance to the content.

This wouldn’t have worked with any other celebrity. Jay-Z embodied the demographic, ideals, and image that Bing was after. His fans are among the most engaged and active in the industry, and Bing understood their taste for discovery.

Utilizing Bing Search & Maps, fans found Decoded pages, giving Bing the chance to consistently demonstrate the reliability and accuracy of its search. Over the course of one month, Bing regularly distributed new pages to sustain user engagement.

If the media didn’t exist, it was created. Pizza boxes, plates, food wrappers, puzzles, and T-shirts were all made in lieu of an existing media location.

Page 14: Presence Marketing

Jay-ZDecoded

Human behavior can light a flame that transcends borders, languages, or industry incumbents.

results Major uplift in brand perceptionand consumer intent to use Bing 1M+ visitors to the official Decoded website, with an average of 11 minutes spent browsing

Bing’s market share skyrockets 11.8%, it’s highest point since launching in 2009

Bing enters Top 10 Most Visited U.S. Websites for the first time

25% of current Bing users who visited the Decoded site shifted from light usage to medium usage, and 9% shifted to heavy usage

Decoded reaches 6X the expected buzz with 8,983 social media mentions and 500M+ impressions

Page 15: Presence Marketing

movement

Presence Marketing is not a concept, it’s a

Page 16: Presence Marketing

It’s really a tectonic shiftin the landscape. Marketers are starting to see how Presence goes deeper and further into the consumer psyche. It’s different than anything else. Kelly BlachfordManaging Partner Process Improvement Solutions, LLCAugust, 2013

Page 17: Presence Marketing

Human experience raisesengagement across the board, and Presence amplifies that experience even more.

More Inclined toPurchase

Less Inclined toPurchase

Consumers' Brand Perception Changes After Participating in Events & Experiences

More Positive

More Negative

Same

No Opinion

0% 20% 40% 60% 80% 100%

Purchase at Event orExperience

Purchase at Later Time

Buy Again After Purchase

Become a Regular Customer

Purchases During And After Event & Experience

EMI EventTrack Study 2013

Page 18: Presence Marketing

There are dimensions in Presence Marketing, but the results are...

...exponetially greater.

Page 19: Presence Marketing

Consumers projecting their own human qualities and values onto the brand, making it personal and customized to each individual

Lasting loyalty that is based on an emotional bond rather than a utilitarian need

A strong feeling of familiarity that lowers barriers for introduction of new products

Greater latitude with customers in times of crises

The consumer-person connection engendered by Presence Marketing takes brands a lot further a lot faster in the hearts and minds of consumers.

Page 20: Presence Marketing

Tapping into the human psyche to create brand loyalists: CPG case study

Attack! partnered with a CPG flavored milk brand to launch a targeted Presence campaign reintroducing the product to adult consumers in California. Longtime loyalists had a chance to rediscover their affinity for the brand through encounters with brand influencers at local lifestyle and cultural events. Word-of-mouth activ-ity fed into social mentions reaching viral status and creating a new breed of loyal, enthused consumers of all ages.

dimension #1Hyperlocal Immersion

dimension #3People

dimension #2Constancy and Consistency

dimension #4Adaptability

Activation locations were chosen according to the product relevance of the target demographic within the San Francisco market. A major emphasis revolved around being able to reach ideal social groups at their optimal leisure locales.

Breaking down and targeting the two key socially active groups within the target market - the active, health conscious, and socially connected - ensured maximum amount of engagement with the CPG brand.

Over the course of the yearlong program, consistent interaction with the brand’s image and positioning helped reinvigorate the once familiar product’s appeal with consumers through their everyday lives.

Rebranding the CPG name as a San Francisco product through various channels including partnerships with local grocery stores, venue managers, and community based social media pages promoted more personal engagements.

CPGBrand

Page 21: Presence Marketing

CPGBrand

Brands that promote an emotional bond through a humanconnectioncreateloyalists for life.

results Major sales lift in CPG beveragemarket share in San Francisco 189K+ social media impressions across major channels including YouTube and Twitter

CPG Brand’s market share increases 20% within thebeverage inustry

1M+ Twitter impressions generated from consumer engaging lifestyle events

CPG Brand reaches 500K+ unique views on TrendHunter.com

Page 22: Presence Marketing

Where Presence really pays

earnedmedia/PR

socialreferral

brandvalue

Page 23: Presence Marketing

Even with social media and globalization, people are choosing to shop at local businesses, buy local produce, enjoy local activities... consumers are feeling this deep need to return to something more tangible and human.Andrew LoosChief Experiential Officer, Attack! MarketingApril, 2013

Page 24: Presence Marketing

Yes, you can measure trust and you can measure Presence Marketing.

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As consumers, and as people we make countless touch points every day, but it’s those that remain present in our lives that become part of our inner circle of trusted entities.

Page 26: Presence Marketing

Andrew LoosChief Experiential [email protected]

Jennifer HoustonVP, Client Services & [email protected]

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