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Brandhome @ EXMA 2016
The document discusses the concept of meaningful marketing, emphasizing the importance of brands being more than just names or logos, but rather belief systems that resonate with customers. It outlines the challenges of information overload in marketing and advocates for quality over quantity in messages delivered to consumers. Additionally, it provides actionable insights for marketers to create meaningful engagement by understanding consumer needs and fostering connections that enhance overall well-being.
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Brandhome @ EXMA 2016
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- 4. ERIK SAELENS FOUNDER &EXECUTIVE STRATEGIC DIRECTOR BRANDHOME 41 YEARS LIVE IN ANTWERP, BELGIUM MARRIED, 2 DAUGHTERS HOBBIES
- 8. PART 1: WHATIS A BRAND? PART 2: INFORMATION OVERLOAD PART 3: IS THIS MEANINGFUL MARKETING? PART 4: THE MEANINGFUL MARKETING PROCESS PART 5: STORYTELLING PART 6: MEANINGFUL MARKETING MESSAGES TOPICS
- 9. PART 1: WHAT ISA BRAND?
- 10. A SMALL ELEMENTCAN SAY A LOT ABOUT A PERSON
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- 13. OLIVIA NEWTON JOHN &JOHN TRAVOLTA
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- 16. BUT THE SAMECAN BE SAID FOR BRANDS
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- 23. RED & SPORTSCAR
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- 36. A BRAND CANBE ANYTHING
- 37. MUCH MORE THANA NAME MUCH MORE THAN A LOGO MUCH MORE THAN AN ADVERT BUT A BRAND IS MUCH MORE
- 38. A BRAND IS ABELIEF SYSTEM WHERE PEOPLE REWARD YOU WITH LOYALTY IF YOU KNOW HOW TO BE MEANINGFUL TO THEIR LIVES
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- 40. How many commercialmessages do we receive every day?
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- 42. 3500 messages equals: 4messages every minute 1 message every 15 seconds =
- 43. How many ofyou sleep with your smartphones on nightstand?
- 44. COMMERCIAL MESSAGES AREEVERYWHERE
- 45. COMMERCIAL MESSAGES AREEVERYWHERE
- 46. COMMERCIAL MESSAGES AREEVERYWHERE
- 47. 90% of alldata in the world has been generated over the last two years TRUE OR FALSE
- 48. TRUE 90% of alldata in the world has been generated over the last two years
- 49. 28% of officeworkers’ time is spent dealing with emails TRUE OR FALSE
- 50. TRUE 28% of officeworkers’ time is spent dealing with emails
- 51. THE GOOD NEWS:OUR CAPABILITY OF PROCESSING INFORMATION HAS INCREASED 1950 consumable content 1960 1970 1980 1990 2000 2010 …
- 52. OUR BODIES AREEVOLVING TO ADAPT TO OUR CONTEXT
- 53. OUR BODIES AREEVOLVING TO ADAPT TO OUR CONTEXT
- 54. OUR BODIES AREEVOLVING TO ADAPT TO OUR CONTEXT
- 55. THE BAD NEWS:WE CAN’T KEEP UP WITH THE IMMENSE INCREASE OF INFORMATION PRODUCED 1950 consumable content 1960 1970 1980 1990 2000 2010 availablecontent perceived opportunity} actual opportunity} … *Davis; 2014
- 56. INABILITY TO ABSORB AND PROCESS ALL THE INFORMATION TO WHICH WE ARE EXPOSED INFOBESITY
- 57. Stress-related illness contributes upto 30 sick days a year INFORMATION OVERLOAD THE FACTS Information overload costs the U.S. economy $900 billion a year 42% attributed ill-health to this stress
- 58. INFORMATION FATIGUE SYNDROM (IFS) IF GIVENTOO MUCH INFORMATION, WE TEND TO SHUT DOWN INFOBESITY
- 59. INFORMATION FATIGUE SYNDROM(IFS) BURNOUT POOR CONCEN- TRATION TRANS-LIKE STATE COMPULSION TO STAY CONNECTED LOWER IMMUNE RESPONSE HOSTILITYDEPRESSION
- 60. EVENTUALLY, WE WILLFIND A CURE FOR CANCER
- 61. BUT, WE WON’TFIND A CURE FOR IFS
- 62. ARE MARKETERS RESPONSIBLE? “Whatif we don’t change at all… and something magical just happens?”
- 63. € 200 000000 000 = the budget spent on overloading people with information
- 64. ARE MARKETERS RESPONSIBLE? FINDA WAY TO MAKE PEOPLE DEAL WITH THE OVERLOAD OF INFORMATION DECREASE INFORMATION IN QUANTITY/ INCREASE INFORMATION IN QUALITY QUALITY > QUANTITY
- 68. PART 3: IS THISMEANINGFUL MARKETING?
- 69. Savings have becomemore important than ever, so people will proactively search for it. THE CONTEXT HAS CHANGED, AND SO HAS CONSUMER BEHAVIOUR
- 70. If the priceis acceptable, they are still loyal to their favourite brands. THE CONTEXT HAS CHANGED, AND SO HAS CONSUMER BEHAVIOUR
- 71. A lot ofconsumers trade down and buy cheaper brands or private labels. If they do, they often don’t go back to the first ones. THE CONTEXT HAS CHANGED, AND SO HAS CONSUMER BEHAVIOUR
- 72. They are selectivesplurgers. THE CONTEXT HAS CHANGED, AND SO HAS CONSUMER BEHAVIOUR
- 73. They don’t stickto one channel. THE CONTEXT HAS CHANGED, AND SO HAS CONSUMER BEHAVIOUR
- 74. Up to 75%of digital advertising is NEVER seen
- 75. Up to 75%of digital advertising is NEVER seen How do we prevent this waste of money?
- 76. HOW TO PREVENTWASTE OF MONEY? BUILD BRAND MEMORY STRUCTURES IN THE MINDS OF YOUR CONSUMERS COMMUNICATE QUICK STICK TO THE CORE OF YOUR MESSAGE BE EASY TO RECOGNIZE MENTAL AVAILABILITY
- 77. HOW TO PREVENTWASTE OF MONEY? PHYSICAL AVAILABILITY WHICH LANDSCAPES ARE ALREADY SATURATED? DON’T GO THERE BE WHERE THE BUYING IS - ADVERTISE CLOSE TO YOUR SELLING POINT - BE PRESENT WITH YOUR PRODUCTS CLOSE TO YOUR (DIGITAL) ADVERTISEMENTS
- 78. HOW TO PREVENTWASTE OF MONEY? =meaningful marketing MENTAL AVAILABILITY PHYSICAL AVAILABILITY DON’T NARROW TARGET AUDIENCE TARGET IN DIFFERENT WAYS GET TO KNOW YOUR AUDIENCE & TARGET ON LIFESTYLE … NOT ON DEMOGRAPHICS OR SEGMENTS
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- 80. MEANINGFUL MARKETING = BEING MEANINGFULIN YOUR MARKET READ: USE YOUR MARKETING IN A MEANINGFUL, TARGETED WAY IN ORDER TO CONTRIBUTE OR IMPROVE YOUR CUSTOMERS’ LIFE, THE COMMUNITY, SOCIETY AND THEREFORE YOUR BUSINESS AS WELL.
- 81. WHEN IS MARKETINGMEANINGFUL? IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING
- 82. WHEN IS MARKETINGMEANINGFUL? IF THE MESSAGE HAS THE RIGHT TIMING IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING
- 83. WHEN IS MARKETINGMEANINGFUL? IF THE MESSAGE HAS THE RIGHT TIMING IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING IF THE MESSAGE ADDRESSES YOU IN A PERSONAL WAY
- 84. WHEN IS MARKETINGMEANINGFUL? IF THE MESSAGE HAS THE RIGHT TIMING IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING IF THE MESSAGE ADDRESSES YOU IN A PERSONAL WAY IF THE MESSAGE IS NOT ABOUT THE SENDER, BUT ABOUT THE RECEIVER
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- 86. IF € 100,000IS SPENT HOW WOULD YOU SPEND IT?
- 87. Spend it on online banners for bottled water? Build 10 water wells in poor African villages? If you were a drinkable water brand, would you:
- 88. Spend it onprint advertising in magazines for running shoes? Organize free courses to educate people how to exercise and run healthy? If you were Nike, promoting running shoes, would you:
- 89. Spend it onadvertising in newspapers for banks who sell mortgages? Organize workshops to teach young people how to deal with the financial aspect of living by yourself? If you were a bank, would you:
- 90. Invest €100K in promotingjobs to find the right skills? Invest €100K in people to make their skills match the needs of the market? If you were a HR company, would you:
- 91. Spend it on a TV campaign for your detergents? Clean up 5 km2 of the City of Bogota? If you were a detergent manufacturer, would you:
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- 94. € 200 000000 000 = the budget spent on overloading people with information IMAGINE THE DIFFERENCE WE COULD MAKE…
- 95. PART 4: THE MEANINGFULMARKETING PROCESS
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- 103. STEPS FOR BUILDINGA STORY
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- 106. story mining storyline story story story story mining lining tellingselling buying living
- 107. story liningstoryline story story story story mining lining tellingselling buying living story story story story story story story story story story story story story story
- 108. story telling story story mining telling sellingbuying living concept story story story story lining
- 109. story selling mining selling buyingliving concept lining telling
- 110. story buying mining buying living concept liningtelling selling
- 111. story living mining living R lining tellingselling buying RR
- 112. PART 6: MEANINGFUL MARKETINGMESSAGES
- 113. WHAT CAN YOUDO TO CONTRIBUTE TO CURE OUR SOCIETY?
- 114. #1 BE A RESOURCE OFINFORMATION THAT HELPS PEOPLE SOLVE THEIR PROBLEMS
- 115. #2 BECOME A STRATEGIC PARTNER FORBUSINESSES THAT COMPLEMENT YOURS
- 116. #3 REWARD YOUR LOYAL CUSTOMERSBY SURPRISING AND DELIGHTING THEM WITH SPECIAL GIFTS OR OFFERS
- 117. #4 GIVE PEOPLE THE ABILITY TODEFINE THEMSELVES TOWARDS OTHERS
- 118. #5 STAND FOR SOMETHING MORETHAN YOUR PRODUCTS OR SERVICES
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- 120. #7 PLAY A ROLEIN IMPROVING YOUR CUSTOMERS’ QUALITY OF LIFE AND WELL-BEING
- 121. #8 TAP INTO SOCIALDATA TO DISCOVER CUSTOMERS’ WANTS AND NEEDS AND CREATE TARGETED, PERSONALISED CAMPAIGNS
- 122. #9 COMMUNICATE AT THE RIGHTTIME AND PLACE AND MAKE YOUR MESSAGE RELEVANT
- 123. #10 DON’T BE APIPELINE, BECOME A PLATFORM
- 124. 1.Be a resourceof information that helps people solve their problems 2.Become a strategic partner for businesses that complement yours 3.Reward your loyal customers by surprising and delighting them with special gifts or offers 4.Give people the ability to define themselves toward others 5.Stand for something more than your products or services 6.Communicate in a relatable way 7.Play a role in improving your customers’ quality of life and well-being 8.Tap into social data to discover customers’ wants and needs, and create targeted, personalised campaigns 9.Communicate at the right time and place and make your message relevant 10.Don’t be a pipeline, become a platform
- 125. PART 7: 5 TAKEAWAYS
- 126. TAKE AWAY #1 MEANINGFULMARKETING = WIN/WIN CONSUMERS = MORE HAPPINESS, LESS STRESS CORPORATES = LESS WASTE, MORE ROI
- 127. TAKE AWAY #2 ITIS TIME FOR BRANDS TO TAKE UP THEIR RESPONSIBILITIES
- 128. TAKE AWAY #3 TRADITIONALMARKETING = DEAD
- 129. TAKE AWAY #4 THENEXT 5 YEARS, MORE WILL CHANGE THAN THE PAST 50 YEARS
- 130. TAKE AWAY #5 MEANINGFULNESSCANNOT BE DEFINED. IT IS INDIVIDUAL FOR EVERY SENDER, AND EVERY RECEIVER.
- 131. BRANDHOME’S KNOW-HOW ISNOW AVAILABLE ON WWW.BRANDHOME.COM/BOOKS
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