#FIRMday 15 May 2014 Tonic 'Do People Care About Your Brand'
75
HOW NOT TO BUILD YOUR BRAND
description
Tom Chesterton Direct at Tonic runs a session ‘Don’t think about your brand, think about your reputation’. In this session Tonic will look at the myths, home-truths and philosophy of brand and communication. There is a better way, and it might be easier than you think.
Transcript of #FIRMday 15 May 2014 Tonic 'Do People Care About Your Brand'
HOW NOT
TO BUILD YOUR
BRAND
MARVELLOUS MARKETING
HYPERBOLE
THIS IS THE LANGUAGE
OF OUR INDUSTRY
‘AUDIENCE’
‘TALENT PIPELINES’
‘MESSAGE’
‘TARGET’
‘ENGAGE’
‘EXECUTE’
‘IMPACT’
‘FOLLOWERS’
‘LIKES’
IT’S THE
LANGUAGE OF FAILURE
BECAUSE IT ASSUMES PEOPLE
GIVE A
MONKEY’S
WHEN THE TRUTH
IS PEOPLE
DON’T REALLY
CARE
WHY NOT?
EVERYTHING NOW IS ON OUR TIME
WE LIVE IN A WORLD WHERE PEOPLE WATCH
AN ENTIRE TV SEASON IN ONE NIGHT
WE LIVE IN A WORLD WHERE PEOPLE FEEL
PISSED OFF WHEN THEY GET A PHONE CALL
WE LIVE IN A WORLD WHERE THERE ARE LOTS OF PEOPLE COMPETING
FOR OUR ATTENTION
5,000
THE NUMBER OF AD MESSAGES
WE EACH SEE EVERY DAY
120 THE AVERAGE NUMBER OF EMAILS RECEIVED EACH DAY
5,000 THE NUMBER OF TEXT MESSAGES SENT EACH MINUTE IN THE UK
90%
90% THE PERCENTAGE OF PEOPLE FROM ANY GIVEN GROUP
WHO ARE NOT LOOKING FOR A JOB AT ANY GIVEN POINT
WHAT WE DO IS NOT
VITAL IT’S
INCIDENTAL
ALL OF THIS GETS IN THE WAY
INCREDIBLE
“MOST OF US GO THROUGH LIFE
FINDING IT HARD ENOUGH TO HAVE
GOOD RELATIONSHIPS WITH THE REAL PEOPLE
IN OUR LIFE LET ALONE ALL THE BRANDS WE BUY.”
*Bruce McColl, Global CMO, Mars
COMPARED WITH HUMAN RELATIONSHIPS
BRAND RELATIONSHIPS ARE SHALLOW
WE’D LIKE TO THINK IT’S
THIS
WHEN THE REALITY IS SOMEWHAT DIFFERENT
EEEEEEW!!
BRAND ≠ RELATIONSHIP
JUST BECAUSE PEOPLE ARE WILLING TO
GIVE THEIR ATTENTION TO OTHER PEOPLE,
DOESN’T MEAN THEY’RE WILLING
TO GIVE IT TO YOUR BRAND.
P2P
RELATIONSHIPS HAPPEN BETWEEN PEOPLE
YOUR PERSONAL
RELATIONSHIPS ARE IMPORTANT HOW DO YOU HELP PEOPLE LIVE THEIR LIVES BETTER?
BECAUSE THEY INFORM THE WAY PEOPLE FEEL ABOUT YOUR BRAND
‘WE STRUGGLE TO ATTRACT GREAT PEOPLE,
BUT WHEN THEY MEET OUR TEAM IT’S EASY’Too many employers to name
RELATIONSHIPS ARE
HUMAN
DO NOT TRY TO BE A MAN OF SUCCESS,
STRIVE TO BE A MAN OF VALUE
Albert Einstein
PUSH IS DEAD.
PUSH IS DEAD. LIKE A DODO.
1. You are more likely to complete NAVY SEAL training than click a banner ad. (Source:Solve Media)
2. Only 8% of internet users account for 85% of clicks on display ads (and some of them aren’t even humans!). (Source: comScore)
3. You are more likely to get a full house while playing poker than click on a banner ad. (Source: Solve Media)
4. The average person is served over 1,700 banner ads per month. Do you remember any? (Source: comScore)
5. You are more likely to summit Mount Everest than click a banner ad. (Source: Solve Media)
6. The average clickthrough rate of display ads is 0.1%. (Source: DoubleClick)
7. You are more likely to birth twins than click a banner ad. (Source: Solve Media)
8. About 50% of clicks on mobile ads are accidental. (Source: GoldSpot Media)
9. You are more likely to get into MIT than click a banner ad. (Source: Solve Media)
10. You are more likely to survive a plane crash than click on a banner ad. (Source: Solve Media)
SOCIAL NETWORKS AND MOBILE DEVICES
HAVE BECOME THE GATEWAY DRUGS
TO AWARENESS
10 20 30
% saying “yes”
40 50
2010
2011
2012
33
25
16
“Do you follow any companies or brands on any social networking sites such as Facebook or Twitter”
Reason Number of Mentions*
Sales / Discount / Coupons 56
Don’t Know 47
Like the Product 45
Content / Ideas 43
Keep Informed On New Products 35
Favorable Opinion of Company 29
News / Information 28
Humorous / Entertaining 18
Work There 18
Current Customer 17
Other 16
“Why do you enjoy following [first recalled brand] in particular?”
WE USE
SOCIAL NETWORKS & MOBILE DEVICES
FOR LIGHTWEIGHT, QUICK CONSUMPTION
YELLING!!! DOESN’T WORK
AND HARD-SELLING DOESN’T WORK
THE TRICK TODAY IS NOT TO SET
OUT TO GRAB PEOPLE’S ATTENTION
THE AIM SHOULD BE TO GRAB
THEIR
INTEREST INSTEAD
FRIEND OF MINE NOT FRONT OF MIND “ FRIEND OF MINE AWARENESS IS PREDICATED ON THE FACT THAT
COMPANIES ARE COMPETING AGAINST REAL PEOPLE FOR THE ATTENTION
OF OTHER REAL PEOPLE. TO SUCCEED, YOUR PROSPECTIVE CUSTOMERS
MUST CONSIDER YOU A FRIEND. AND IF, LIKE THEIR FRIENDS, YOU PROVIDE
THEM REAL VALUE RATHER THAN SIMPLY OFFER A SERIES OF COUPONS
AND COME-ONS, THEY WILL REWARD YOUR COMPANY WITH LOYALTY
AND ADVOCACY, THE SAME WAYS WE REWARD OUR FRIENDS.”
JAY BAER
YOU NEED TO BE HUMAN…NOTHING MAKES PEOPLE FEEL LOVED QUITE LIKE AN EMAIL FROM
**PLEASE DO-NOT-REPLY TO THIS EMAIL AS THE
MAILBOX DOESN’T ACCEPT INCOMING MESSAGES**
YOU NEED TO BE HELPFUL…COMMIT RANDOM ACTS OF USEFULNESS
YOU NEED TO BE VALUABLE …CONTENT IS THE KY JELLY OF THE BRAND RELATIONSHIP
YOU NEED TO BE PERSONAL…
YAHOO’S CMO KATHY SAVITT ON HER MARKETING APPROACH:
“ I’M A SOMEWHAT UNCONVENTIONAL CMO. AT THE END OF
THE DAY I VIEW MY JOB AS THE CHIEF CUSTOMER OFFICER…
IT’S REALLY ABOUT A MANIACAL FOCUS ON CUSTOMERS.”
HAVE A VIEW
TAKE A POSITION
MAKE AN EFFORT TOUNDERSTAND ME
JUST MAKE ME FEEL
tonic-agency.com
+44 20 7183 2556
+44 7740 804 385
@tomchesterton
+Tom Chesterton
