The 4 E's of Marketing (Ogilvy PR)
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Transcript of The 4 E's of Marketing (Ogilvy PR)
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The Evolution of Marketing
Christopher Graves
President & CEO Asia Pacific, Ogilvy Public Relations
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The New Marketing Ecosystem
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Marketing
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From the 4P’s to the 4E’s
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Product Product
PlacePlace
PricePrice
PromotionPromotion
From From …… To …
Experience
Everyplace
Exchange
Evangelism
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From PRODUCT to EXPERIENCE
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Experts
SpecialistsPeers
Beauty Shopping Journey
Purchase
Results
Browsing
Research
Shopping
Beauty Issue
Explore/Share
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From PRODUCT to EXPERIENCE
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From PRODUCT to EXPERIENCE
Movie: Great_Adv_Website_REV.mpg
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From PLACE to EVERYPLACE
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banners, portals, pop-ups, pop-unders,
e-mail messages, interstitials, display
ads, streaming media, rich media, flash,
animation, branded content, product
placement, search engine marketing,
blogs, vlogs, podcasts, vodcasts,
IM, SMS, RSS, wikis, retail kiosks,
microsites, advergaming, gamevertising,
alternative reality gaming, social
networks, wireless, mobile, content
sponsorships, events, buzz, guerilla, and
viral marketing, iTV, IPTV, and more.
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From PRODUCT to EXPERIENCE
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From PRICE to EXCHANGE
“A cynic knows the price of
everything, but the value of nothing” Oscar Wilde
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From PRICE to EXCHANGE
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Before After
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What do we want from consumers?
• Attention span?
• Engagement?
• Permission?
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LEGO: Customers HelpCreate Products
+200% better sales
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From PROMOTION to ENGAGEMENT & EVANGELISM
Big IdealA Brand’sBest Self
A Cultural Trend/Truth
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How Do You Find a Brand’sBig Ideal?
“[Insert brand here] believes the world would be a better place if …”
“Coke believes the world would bea better place if we saw the glass
as half full not half empty.”
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“Dove believes the world would be a better place if women were allowed to feel good about themselves.”
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“Give people an idea so interesting that the audience wants to share it”
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Dove: Evolution
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Evolution Remix
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Onslaught
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Onslaught Remix
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The results
• The first double Grand Prix at Cannes
–TV commercial
– Viral film
• Sales up $500 million since beginning of campaign
• Ranked 3rd for most transformed brand
–Behind YouTube and Google
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Dell Idea Storm
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Marketer of the Future
1. Experience – do your Customer Journey
2. Everywhere – create an idea with no TV
or print
3. Exchange – calculate the value of your
Customer
4. Evangelism – bring passion to your brand
through engagement