HOW DO YOU MARKET YOUR BUSINESS AND SELL PRODUCTS?

Transcription

1 HOW DO YOU MARKET YOUR BUSINESS AND SELL PRODUCTS?

2 Introduction: Background and philosophy The Benefit of Being a Pirate The Evolution of Channels The Disillusioned Consumer The Critical Tools: Essence, PtP, and Social Media

3 ROBERT HOCKING: WHO, WHAT, WHY

4 3 things you should know: Phase One: Youth and Stupidity Phase 2: Honing My Craft Phase 3: Creating a Challenger

5 What s changed? Attention, choice, and cynicism

6 Why bother? It s never been easier to start a business Big companies can be taken Start-ups are the ultimate meritocracy

7 Marketing : Why you are, what you are, how you re promoted

8 But Brand trumps Marketing, Purpose trumps Brand If you ve got a clearly defined Purpose you ll find a willing buyer somewhere

9 Be clear: If no one notices you, if your customer doesn t clearly understand your value in their life, everything else is academic.

10 THE BENEFIT OF BEING A PIRATE: 3 STORIES

11 Story 1: Research: What women really want Kraft: The painful task of selling shredded cheese Loblaws: Why most products suck

12 Story 2: Metro: Where the problem starts Butt Covering: You ll note our shopper really notices the starburst House of Fraser: Selling yourself cheap

13 Story 3: HTC: 3,000 stores and zero clarity Mars: Buying what s available Walls: We didn t sell a sausage

14 As we acquire more data, we have the ability to find many more statistically significant correlations - the haystack gets bigger but the needle we are looking for is still buried deep inside. Nassim Taleb, Antifragile

15 According to Coke: We now have so much research we can argue both sides of any strategy

16 And thus Business becomes more about the operation than the customer It s the way we do it : McKinsey study Fear: more focus on the competition than on leadership And herein lies your great opportunity

17 You re at a unique point: Your battle will be won or lost before you write the business plan

18 THE EVOLUTION OF CHANNELS: FROM MAD MEN TO MANY MEN (WOMEN, KIDS, ETC.)

19 50 s

20 80 s

21 90 s

22

23

24 00 s

25 Now 00

26 Everything s changed right?

27 Tesco 1955 Tesco Today

28 Bloomingdales 1959 M & S Today

29 HMV 60s HMV Today

30 Start by asking: Why should someone care? And don t stop asking. Then make them care.

31 THE DISILLUSIONED CONSUMER: A VERY HARD TARGET

32 Emotion drives most purchases.

33 Media attention declining Digital Natives: Cycle through 27 different media channels per non-working hour

34 Web sites aren t holding our attention Nielsen: Avg. time spent on a web site? Less than 56 seconds

35 The human equation 50% of retail workers lie or send customers to other stores due to a lack of product knowledge. 1/5 do it daily

36 The rubber and the road Kantar/Nielsen: The majority of decisions are made within 3 feet of the product In just 12 seconds

37 Overwhelmed by choice, underwhelmed by why The % of products purchased by a typical household Of 35,000 available 1%

38 The price of not understanding how to move people? 75% of major FMCG launches fail.

39 THE CRITICAL PLANNING TOOLS: BRAND ESSENCE

40 Brand Essence: the quality or qualities that make a thing what it is Brands = logic and emotion More than a logo: a reflection of all associations Mainly about behaviour: consider these

41

42

43

44 Brands are badges that define what we stand for, our values, position in society, who we are What we believe helps us choose, makes us buy, or makes us buy-in

45 The key questions Why is the world better with you in it? Who needs to care and what do they value? How do we live up to our values and purpose for those we serve? How is this different than the competition? What s it worth and how do we convince people to pay it?

46 THE CRITICAL PLANNING TOOLS: PATH TO PURCHASE

47 Examples of why this is important: Fashion: the change room Nappies: lost innovation stories Mobile Devices: the power of the sales clerk

48 Key considerations Consumer vs. shopper Behaviour trumps channel: see the world through their eyes Understanding your MOT: weighted investment Ego will lose you money: make every pound count

49 OPPORTUNITIES PROMPT What s triggering the purchase? OPPORTUNITIES How are we influencing the shopper to share? INFLUENCE How is she doing it? How are they informing their choice? PLAN OPPORTUNITIES How do we make the experience a game changer? How is the product/service used? EVALUATE What channel are they using? What motivators drive the purchase? PURCHASE OPPORTUNITIES OPPORTUNITIES

50 THE CRITICAL PLANNING TOOLS: SOCIAL MEDIA

51 To quote Charlie Brooker: TV advertising used to work like this: you sat on your sofa while creatives were paid to throw a bucket of shit in your face. Today you re expected to sit on the bucket, fill it with your own shit, and tip it over your head while filming yourself on your mobile.

52 Industry leads you to think like this: 1. Channel

53 Industry leads you to think like this: 2. Content

54 Industry leads you to think like this: 3. People

55 But in reality it should be like this: People What do people want and need - where are the opportunities to solve problems and add value? Content How can your brand answer those wants and needs? Channel Where are they already? How can you intercept them at the right time, in the right place?

56 An important lesson: Learn the difference between branded content - created about your business Vs. being a content brand, which involves creating content around your audience.

57 CONTENT BRAND = CONTENT CREATED AROUND YOUR AUDIENCE

58 CONTENT BRAND = CONTENT CREATED AROUND YOUR AUDIENCE

59 CONTENT = a video, conversation, image, words, article, link, competition, infographic, webcast, white paper, review, etc. etc. etc.

60 Interaction has become ubiquitous. Content consumption simply passes time for people, giving brands the opportunity to transform passive consumption into active connections.

61 Online noise comes from everywhere: from friends, brands, publishers & influencers we all fill the same social spaces at the same time.

62 1. Do your homework: Know your audience Know why your brand should be in their life Understand how your content should have meaning

63 2. Create meaningful and compelling content Messaging, copywriting, personality Asset creation, user-generated and collaborations Content vs. conversation

64 3. Get it out there What s the point of creating compelling content if noone sees it?! Are your own channels the best place to promote your brand messages, or are there existing communities you can engage?

65

66 4. Measure it and make it better Create smart objectives and match with meaningful metrics Set benchmarks and KPIs Never stop: regularly refine your work

67 ADDING IT ALL UP

68 Summary What you are speaks louder than what you say Get your purpose right and things get easier A great product makes friends regardless, marketing just accelerates introductions Any business can be taken - which side are you going to be on?

69 QUESTIONS?