the next round and the last call: creating connectedness with lifestyle and passion brands -...
DESCRIPTION
Few brands stir as much passion and connection as spirits brands. These brands evoke memories, prompt good times, and live in moments of connection, and they have for hundreds of years. Today, the biggest and most compelling advances in technology are falling directly into the world of spirits brands, as people become more connected to information, content, and (most importantly) one another. This session will explore how successful spirits brands like Jim Beam and Maker's Mark are using digital to build connected brands -- or closer relationships with their audiences. This session explored: The last call: What are some of the marketing methods that brands need to move away from? The next round: How are innovators using digital to build connected brands? What mix of strategy, technology, and media is correct? For more information please visit www.icrossing.com.TRANSCRIPT
last call &next round
creating connections with lifestyle brands
Thursday, October 18, 2012
last call &next round
creating connections with lifestyle brands
Thursday, October 18, 2012
Thursday, October 18, 2012
partners in connecting consumers and brands
Thursday, October 18, 2012
Thursday, October 18, 2012
GOOD NEWS.
* Neilsen reports strong sales through 2012
bourbon isstrong*
Thursday, October 18, 2012
Distrust of traditional media ad types is ridiculously high.
Consumers who “don’t trust” ad formats
Thursday, October 18, 2012
text ads product placement radio tv magazines0%
20%
40%
60%
80%
Distrust of traditional media ad types is ridiculously high.
Consumers who “don’t trust” ad formats
Thursday, October 18, 2012
sell relationships.
Thursday, October 18, 2012
sell relationships. then sell products.
Thursday, October 18, 2012
Thursday, October 18, 2012
Last Call
what we can’t do anymore
Next Round
what we will do more of
Thursday, October 18, 2012
Thursday, October 18, 2012
focusing solely on fan growth
communicating on our time
providing un-relevant content
executing without a strategy
Last Call
Thursday, October 18, 2012
jumping on every platform…just to be
there
Last Call
Thursday, October 18, 2012
jumping on every platform…just to be
there
Last Call
Thursday, October 18, 2012
Next Round
develop social media and channel support strategy
create stories
execute with excellence
Thursday, October 18, 2012
develop a channel strategy
Thursday, October 18, 2012
elevate Beam to the masses in ways fans individually identify
develop a channel strategy
Thursday, October 18, 2012
elevate Beam to the masses in ways fans individually identify
enable consumers to find and discover your
brand stories
develop a channel strategy
Thursday, October 18, 2012
elevate Beam to the masses in ways fans individually identify
enable consumers to find and discover your
brand stories
engage and reward loyalists with direct
dialogue
develop a channel strategy
Thursday, October 18, 2012
elevate Beam to the masses in ways fans individually identify
enable consumers to find and discover your
brand stories
engage and reward loyalists with direct
dialogue
maintain video consistency by
housing content
develop a channel strategy
Thursday, October 18, 2012
elevate Beam to the masses in ways fans individually identify
enable consumers to find and discover your
brand stories
engage and reward loyalists with direct
dialogue
maintain video consistency by
housing content
provide details for all whiskey consumers
develop a channel strategy
Thursday, October 18, 2012
elevate Beam to the masses in ways fans individually identify
enable consumers to find and discover your
brand stories
engage and reward loyalists with direct
dialogue
maintain video consistency by
housing content
provide details for all whiskey consumers
keep brand advocates interested and
In the Noe
develop a channel strategy
Thursday, October 18, 2012
Thursday, October 18, 2012
Last Call
mass communication in limited markets
talking only to our loyalists
constantly custom and varied messaging
Thursday, October 18, 2012
next round
consistent messaging &
broader reach
hyper targeted messaging
betting on social media
experimentation and measurement
Thursday, October 18, 2012
threetake aways
Thursday, October 18, 2012
threetake aways
Thursday, October 18, 2012
threetake aways
it’s not about the media we bought but about the relationships we form.
Thursday, October 18, 2012
threetake aways
it’s not about the media we bought but about the relationships we form.
content is the lifeblood of providing customer value
Thursday, October 18, 2012
threetake aways
it’s not about the media we bought but about the relationships we form.
content is the lifeblood of providing customer value
don’t view “digital” monolithically, but rather built a cohesive and integrated
channel plan
Thursday, October 18, 2012
? !Thursday, October 18, 2012
Thursday, October 18, 2012
thanks!Thursday, October 18, 2012