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What if there were no more TV? FUTURE LAB
Outline speech Bucharest Need kickass opener Advertising is Dead FUTURE LAB
Actually…. FUTURE LAB
FUTURE LAB We are Futurelab
WE ARE FUTURE LAB ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],FUTURE LAB
A flexible boutique: 2 partners – 3 support staff – 9 associates – 28 specialists/contributors  Athens – Barcelona - Brussels – (Bucharest ) – Johannesburg –  Hamburg – Moscow – Kiev - Munich - Shanghai Priviliged Relationships Futurelab Structure
Last Year
76% of consumers don’t believe that companies tell the truth in advertisements Yankelowich,2006 Last Year
“ You can’t bore people into buying your product – you can only interest them” Last Year
[object Object],[object Object],[object Object],[object Object],[object Object],FUTURE LAB The Consumer is Tuning Out
“ Today's marketing model is broken. We're applying  antiquated thinking  and work systems to a new world of possibilities." Jim Stengel, Global Marketing Officer P&G Last Year
Advertising Myths 1. Frequency is mostly not a driver for action 2. There is no golden rule about OTS Last Year
[object Object],Last Year
Share of Voice?
[object Object],[object Object],[object Object],Last Year
[object Object],[object Object],[object Object],Total Transparency
Prices aren’t what they used to be
Total Transparency
Lawyers
Lawyers
Doctors
Teachers
Most influential information sources in purchasing electronic goods? (TOP 3) CMO Council’s Retail Fluency Report, 2005 FUTURE LAB What are we focusing on? Share of total adspend by medium (global) % 2008 forecast (March 2008) Newspaper Coupons 25 Internet 21 Product/Company Information 16 Retailer information 14 Other 14 Magazines 4 TV 4 Radio 3 Source % In-store Sales Associate 49 In-store demonstration 36 Word-of-mouth from family & friends 33
People who live near train lines find ways to adjust to the noise ...  Consumers have begun to treat encroaching advertising just like those trains. Now…
Banner blindness 1998!
“ Online video ads are quickly becoming the medium of choice to drive both brand awareness and sales . ” (2007) 67%  of marketers  report they will increase their social media advertising budget in 2009 “ With young adults now spending on average six hours a week gaming, advertisers should be excited at how well their messages were embraced and the brands positively perceived”  (2008)
Contextual advertising ...has just died
[object Object],Lets keep the patient alive a little longer
Procter & Gamble  is placing radio-frequency identification tags on products at a Metro Extra retail store in Germany so that when a customer pulls the product off the shelf, a digital screen at eye level changes its message At least be the first!  
Marketing Sherpa Ad:tech survey % told by agencies to begin/increase viral video spend  % of marketers advised by agencies to advertise in games/virtual worlds 62% 93% % asked to start/increase viral marketing spend on social networks 87%
Hmm – what’s this? Naah, cant measure it Isnt there a bit much? Sooo 5 minutes ago Hey, actually this is cool The Advertising Technique Hype Cycle
Is it all over?
It’s only just begun
The Attraction Model FUTURE LAB
Attention Economy Reputation Economy
Relevance!
Reputation x Relevance x Engagement = $$$ Reputation Relevance Engagement
Reputation Relevance Engagement The Attraction Model FUTURE LAB
Experience Listening Customers Reputation
[object Object],[object Object],8 % of their customers agree  (Bain & Company) FUTURE LAB
Online Reputation Romania FUTURE LAB
The online reputation is just the tip of the iceberg But it can crash your boat FUTURE LAB Source: Forrester Technographics® - 2008
Because if you don’t listen... So Listen!
  Results  1  -  10  of about  11,600  from  twitter.com  for  motrin . “ hell hath no fury like a mommyblogger scorned ” “ With regards to the recent Motrin advertisement, we have heard you. On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin Brand, please accept our sincere apology. We have heard your concerns about the ad that was featured on our website. We are parents ourselves and we take feedback from moms very seriously. We are in the process of removing this ad from all media. It will, unfortunately, take a bit of time to remove it from our magazine advertising, as it is on newsstands and in distribution. Thank you for your feedback. It’s very important to us.”
Reputation Relevance Engagement The Attraction Model FUTURE LAB
Insight Communication Commerce Relevance
[object Object],FUTURE LAB INSIGHT
[object Object],Commercial – yet relevant
FREE TIX TO GREAT ADVENTURE Heard a rumor you can get 2 free tix to opening day   weekend at Great Adventure amusement park 45000 tickets gone in 5 hours
Relevance of Commerce
Downsizing
Reputation Relevance Engagement The Attraction Model FUTURE LAB
Engagment ,[object Object],[object Object],[object Object],Move the funnel Content Recommendation Engagement
IGNORANCE AWARENESS NEED CONSIDERATION TRIAL PURCHASE REPURCHASE LOYALTY UPGRADE RECOMMEND BRAND EXIT (c) 2007-2008, Futurelab – Used with Permission
Buzzmarketing
Content wants to be free
How to control millions of inaccurate and divergent conversations ?  YOU DON’T Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go. A.G. Lafley, CEO and Chairman of P&G, October 2006 (cc) Lynette Webb, 2006

‘ Help us choose’
Let them improve your products
Let them build their own
Roll your own commercials
Second Life is soooo  5 minutes ago
What IS it good for ?
The Power of Recommendation
The Power of Recommendation Word-of-mouth is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch and 2x as effective as radio advertising Marketing Science Institute, 2006 1967 1983 2001 2007 1955 This is not exactly news....
How can we measure all this
Extremely unlikely Extremely likely NPS™= (Promoters-Detractors)/Total DETRACTORS PROMOTERS PASSIVES Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld HOW LIKELY ARE YOU TO RECOMMEND? The Power of Recommendation 0 1 2 3 4 5 6 7 8 9 10
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld The Power of Recommendation
Activate your Fans
Must See
No, it’s not...
So get some people…
Who will be the First Penguin?
[object Object],[object Object],[object Object],[object Object],[object Object]
General Eric Shinseki, Chief of Staff, US Army: "If you don't like change, you're going to like irrelevance even less.”
GO DO IT
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tomorrow
The Element of Surprise
Http://blog.futurelab.net [email_address]  if you want this presentation

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Advertising is Dead

  • 1. What if there were no more TV? FUTURE LAB
  • 2. Outline speech Bucharest Need kickass opener Advertising is Dead FUTURE LAB
  • 4. FUTURE LAB We are Futurelab
  • 5.
  • 6. A flexible boutique: 2 partners – 3 support staff – 9 associates – 28 specialists/contributors Athens – Barcelona - Brussels – (Bucharest ) – Johannesburg – Hamburg – Moscow – Kiev - Munich - Shanghai Priviliged Relationships Futurelab Structure
  • 8. 76% of consumers don’t believe that companies tell the truth in advertisements Yankelowich,2006 Last Year
  • 9. “ You can’t bore people into buying your product – you can only interest them” Last Year
  • 10.
  • 11. “ Today's marketing model is broken. We're applying antiquated thinking and work systems to a new world of possibilities." Jim Stengel, Global Marketing Officer P&G Last Year
  • 12. Advertising Myths 1. Frequency is mostly not a driver for action 2. There is no golden rule about OTS Last Year
  • 13.
  • 15.
  • 16.
  • 17. Prices aren’t what they used to be
  • 23. Most influential information sources in purchasing electronic goods? (TOP 3) CMO Council’s Retail Fluency Report, 2005 FUTURE LAB What are we focusing on? Share of total adspend by medium (global) % 2008 forecast (March 2008) Newspaper Coupons 25 Internet 21 Product/Company Information 16 Retailer information 14 Other 14 Magazines 4 TV 4 Radio 3 Source % In-store Sales Associate 49 In-store demonstration 36 Word-of-mouth from family & friends 33
  • 24. People who live near train lines find ways to adjust to the noise ... Consumers have begun to treat encroaching advertising just like those trains. Now…
  • 26. “ Online video ads are quickly becoming the medium of choice to drive both brand awareness and sales . ” (2007) 67% of marketers report they will increase their social media advertising budget in 2009 “ With young adults now spending on average six hours a week gaming, advertisers should be excited at how well their messages were embraced and the brands positively perceived” (2008)
  • 28.
  • 29. Procter & Gamble is placing radio-frequency identification tags on products at a Metro Extra retail store in Germany so that when a customer pulls the product off the shelf, a digital screen at eye level changes its message At least be the first! 
  • 30. Marketing Sherpa Ad:tech survey % told by agencies to begin/increase viral video spend % of marketers advised by agencies to advertise in games/virtual worlds 62% 93% % asked to start/increase viral marketing spend on social networks 87%
  • 31. Hmm – what’s this? Naah, cant measure it Isnt there a bit much? Sooo 5 minutes ago Hey, actually this is cool The Advertising Technique Hype Cycle
  • 32. Is it all over?
  • 34. The Attraction Model FUTURE LAB
  • 37. Reputation x Relevance x Engagement = $$$ Reputation Relevance Engagement
  • 38. Reputation Relevance Engagement The Attraction Model FUTURE LAB
  • 40.
  • 42. The online reputation is just the tip of the iceberg But it can crash your boat FUTURE LAB Source: Forrester Technographics® - 2008
  • 43. Because if you don’t listen... So Listen!
  • 44.   Results 1 - 10 of about 11,600 from twitter.com for motrin . “ hell hath no fury like a mommyblogger scorned ” “ With regards to the recent Motrin advertisement, we have heard you. On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin Brand, please accept our sincere apology. We have heard your concerns about the ad that was featured on our website. We are parents ourselves and we take feedback from moms very seriously. We are in the process of removing this ad from all media. It will, unfortunately, take a bit of time to remove it from our magazine advertising, as it is on newsstands and in distribution. Thank you for your feedback. It’s very important to us.”
  • 45. Reputation Relevance Engagement The Attraction Model FUTURE LAB
  • 47.
  • 48.
  • 49. FREE TIX TO GREAT ADVENTURE Heard a rumor you can get 2 free tix to opening day weekend at Great Adventure amusement park 45000 tickets gone in 5 hours
  • 52. Reputation Relevance Engagement The Attraction Model FUTURE LAB
  • 53.
  • 54. IGNORANCE AWARENESS NEED CONSIDERATION TRIAL PURCHASE REPURCHASE LOYALTY UPGRADE RECOMMEND BRAND EXIT (c) 2007-2008, Futurelab – Used with Permission
  • 56. Content wants to be free
  • 57. How to control millions of inaccurate and divergent conversations ? YOU DON’T Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go. A.G. Lafley, CEO and Chairman of P&G, October 2006 (cc) Lynette Webb, 2006
  • 58.
  • 59. ‘ Help us choose’
  • 60. Let them improve your products
  • 61. Let them build their own
  • 62. Roll your own commercials
  • 63. Second Life is soooo 5 minutes ago
  • 64. What IS it good for ?
  • 65. The Power of Recommendation
  • 66. The Power of Recommendation Word-of-mouth is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch and 2x as effective as radio advertising Marketing Science Institute, 2006 1967 1983 2001 2007 1955 This is not exactly news....
  • 67. How can we measure all this
  • 68. Extremely unlikely Extremely likely NPS™= (Promoters-Detractors)/Total DETRACTORS PROMOTERS PASSIVES Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld HOW LIKELY ARE YOU TO RECOMMEND? The Power of Recommendation 0 1 2 3 4 5 6 7 8 9 10
  • 69.
  • 73. So get some people…
  • 74. Who will be the First Penguin?
  • 75.
  • 76. General Eric Shinseki, Chief of Staff, US Army: "If you don't like change, you're going to like irrelevance even less.”
  • 78.
  • 79. The Element of Surprise
  • 80. Http://blog.futurelab.net [email_address] if you want this presentation

Notes de l'éditeur

  1. You thought I came to tell about ‘no more tv’ But in preparing this I came to a different conclusion. Look at the following with me Last year we already said: