The 4 E's of Marketing (Ogilvy PR)

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  • 1The Evolution of Marketing

    Christopher Graves

    President & CEO Asia Pacific, Ogilvy Public Relations

  • 3The New Marketing Ecosystem

  • 5

  • 6

  • Marketing

  • 8

  • From the 4Ps to the 4Es

  • 10

    Product Product

    PlacePlace

    PricePrice

    PromotionPromotion

    From From To

    Experience

    Everyplace

    Exchange

    Evangelism

  • 11

    From PRODUCT to EXPERIENCE

  • 12

    Experts

    SpecialistsPeers

    Beauty Shopping Journey

    Purchase

    Results

    Browsing

    Research

    Shopping

    Beauty Issue

    Explore/Share

  • 13

    From PRODUCT to EXPERIENCE

  • 14

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    From PRODUCT to EXPERIENCE

  • Movie: Great_Adv_Website_REV.mpg

  • 21

    From PLACE to EVERYPLACE

  • 23

    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.

  • 24

    From PRODUCT to EXPERIENCE

  • 27

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    From PRICE to EXCHANGE

  • A cynic knows the price of

    everything, but the value of nothing Oscar Wilde

  • 30

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    From PRICE to EXCHANGE

  • 32

    Before After

  • 33

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    What do we want from consumers?

    Attention span?

    Engagement?

    Permission?

  • 35

    LEGO: Customers HelpCreate Products

    +200% better sales

  • 36

    From PROMOTION to ENGAGEMENT & EVANGELISM

  • Big IdealA BrandsBest Self

    A Cultural Trend/Truth

  • 38

    How Do You Find a BrandsBig 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.

  • 40

    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

  • 48

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    Dove: Evolution

  • 50

    Evolution Remix

  • 51

    Onslaught

  • 52

    Onslaught Remix

  • 53

    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

  • 54

    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