The 4 E's of Marketing (Ogilvy PR)

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The 4 E's of Marketing By Christopher Graves, President & CEO, Asia Pacific, Ogilvy Public Relations Worldwide.A keynote presentation at Ogilvy Verge SingaporeFor more information, visit www.the-open-room.com and verge.ogilvy.com.sg

TRANSCRIPT

The

Evolution of Marketing

Christopher Graves President & CEO Asia Pacific, Ogilvy Public Relations

1

The New Marketing Ecosystem

3

5

6

Marketing

8

From the 4Ps to the 4Es

From

To

Product Place Price Promotion

Experience Everyplace Exchange Evangelism10

From PRODUCT to EXPERIENCE

11

Beauty Shopping JourneyBeauty Issue

Experts Peers SpecialistsResearch

Explore/Share

Shopping

Results

Purchase

Browsing 12

From PRODUCT to EXPERIENCE

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From PRODUCT to EXPERIENCE

19

Movie: Great_Adv_Website_REV.mpg

From PLACE to EVERYPLACE

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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.23

From PRODUCT to EXPERIENCE

24

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From PRICE to EXCHANGE

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A cynic knows the price of everything, but the value of nothingOscar Wilde

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From PRICE to EXCHANGE

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Before

After

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What do we want from consumers?

Attention span? Engagement? Permission?

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LEGO: Customers Help Create Products

+200% better sales

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From PROMOTION to ENGAGEMENT

& EVANGELISM

36

A Brands Best Self

Big Ideal

A Cultural Trend/Truth

How Do You Find a Brands Big Ideal?

[Insert brand here] believes the world would be a better place if

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Coke believes the world would be a better place if we saw the glass as half full not half empty.

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

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Dove: Evolution

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Evolution Remix

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Onslaught

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Onslaught Remix

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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

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Dell Idea Storm

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Marketer of the Future1. Experience do your Customer Journey 2. Everywhere create an idea with no TVor print

3. Exchange calculate the value of yourCustomer

4. Evangelism bring passion to your brandthrough engagement61