Trust me I'm Marketing

112
Winning Back Trust Through Mail

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Transcript of Trust me I'm Marketing

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Winning Back TrustThrough Mail

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A creative perspective

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Who is this person?

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www.directnewideas.com

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What’s happened to brands?

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What’s happened to brands?

• Mercedes make a car that falls over

• Ford make cars that crash• Firestone make tyres that

burst

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On the subject of cars…

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Brands are up to no good

• Nestle dressed women up as nurses to hand out free samples of powder milk to breast-feeding mums.

• Just enough for them to stop lactating. And then have to buy the Nestle formula.

• Nike exploit child labour

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Poisoning our children

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Poisoning us

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Brands are dishonest

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Coca-Cola tried to fool us

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Kraft lied

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There will be consequences

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The banks…

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The banks

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The people we don’t trust don’t trust each other

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Dick Fuld

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Politicians lie

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Politicians lie

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Lack of trust

• In 2000 4 in 10 consumers showed preference to one brand. In 2007, fewer than 1 in 10.

• Carlson Marketing: trust in brands is down 50% since 2000.

• The Henley centre reports that trust in 16 of the UK’s 17 largest, brands is reduced.

• Only 20% of brands are trustworthy according to Gerzema and Lebar

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A big brand crash waiting to happen

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How do people tell brands what they feel?

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Brands have powerful enemies

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And these are tough times

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So, what is trust?

• It develops over time• So it’s a relationship• In which you can be

wrong as well as right• With give and take• Being open and honest

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5 ways to rebuild trust

1. Through values

2. Through ethics

3. Through constancy

4. Through intimacy

5. Through creativity

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Brands have to have values

• Values provide a platform for

• a consistent message• An ongoing

conversation• Create talkability• A theme with which to

interact with customers/staff

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Not just attributes

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Recognisable values

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In everything they do

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Virgin

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The letter as brand

communication

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Honda

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It starts with the brand

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Keeping the relationship going

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Dirt is good

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But better in Direct Mail

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How to start talking about values?

• Repositioning helps• Some brands have turned

disaster into triumph• And found their values

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Jet Blue screwed up

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They wrote to say sorry

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Innocent’s ethics looked dodgy

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They wrote to explain

• Mitchell and his colleagues tirelessly tracked down and contacted every negative blogger on their web site, to personally explain the logic of the deal.

“Having the blog, as well as inviting people to ring us on the Banana Phone, is all about keeping in touch with our customers and inviting them to engage with us,” says Mitchell. He believes such communication is key to keeping Innocent grounded as it grows.

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Eurostar stranded passengers

• .

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Mail is fundamental to their recovery

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2. The importance of ethics

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Ethical brands

• Most ethical• The Co-Op• The Bodyshop• BBC• Marks & Spencer• Waitrose

• Least ethical• McDonald’s• Burger King• Ryan Air• Nike• Shell

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Better get some ethics

• Brands are learning they had better get some ethics fast

• Or face the consequences

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Nestle goes Fairtrade

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Ethics – not for everyone

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Yet!

• The digital revolution is making business more accountable

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Compare and contrast

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Corporate social responsibility

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HD loves HB

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Musica

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3. Trust through constancy

• Most of the money goes on acquisition

• Few awards for retention• You shouldn’t be surprised

your customers desert you

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Retention v acquisition

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CRM doesn’t come cheap

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Baileys

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Surprise and Delight

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Saying thank you goes a long way

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Saying thank you goes a long way

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4. Through intimacy

• It’s about being personal• The connection real people make with each other

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Real people saved Microsoft

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A real farmer for Birdseye

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A real farmer for Birdseye

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The chubby grocer

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Conversation

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Dole introduce you to the real grower

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What does personal mean?

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PersonALITY

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Having a distinct tone of voice

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It’s knowing

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Personal means you know me

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5. Through creativity

• Creativity has been democratised• It shows you care• You’ve spent time and money

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Is any response more direct than a laugh?

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It engages at once

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The envelope is a poster

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The beginning of an experience

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It tells a story

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Involves you

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It engages the senses

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A postcard that purrs

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A letter you can eat

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Why are these exceptions?

• Authenticity• Reality• Personality

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Problem: data or creativity?

• Clients are buying data• Not creativity• Aided and abetted by media agencies• Media agencies sell success as a result of appropriate

placement • All summed up in ROI

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ROI

• Who doesn’t want a return on their investment?

• It is such a reductive concept• Trying to be predictive• i.e. Let’s do what we did last

time• Based on what everyone else

is doing• Allows marketers to feel in

control• Unambitious

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Return on Idea

• You need an idea about the brand• You need an idea about who you

are talking to and what you want to say to them

• Finally you need a creative idea that will engage

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Burger King’s idea

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Return on idea. From….

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To….

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Return on Idea from Cadbury

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Return on Idea from Cadbury

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Dove

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Dove - Return on Idea

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Strategem - Return on Idea

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In summary:

• Be a bit more human• Ask, how can we do stuff that people will like?• So they will want us as a brand friend?

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The creative perspective