brandsquare live session: does your brand walk the walk?
DESCRIPTION
The internet has created an opportunity -- a mandate -- for brands to connect their words to actions in order to convince people that they're worthy of the consumers' hard earned dollar. So brands have a choice: they can continue to "talk the talk" about their values -- or they can "walk the walk" with impactful programs that directly involve consumers in expressing those values. The difference is crucial. Does Your Brand Walk the Walk?TRANSCRIPT
Does your brand walk the walk?The Internet’s new mandate for how brands behave in marketing
March 14, 2012
MILAN MARTIN, MANAGING DIRECTORhttp://www.linkedin.com/in/milanmartin
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TOMMY GIOVAGNOLIEXECUTIVE CREATIVE DIRECTOR
http://www.linkedin.com/in/radtomg
HELLO!
WHAT DOES IT MEAN TO WALK THE WALK?
Brand PositioningBeliefs/Values
Product PerformanceBrand Experience
Marketing as Brand Behavior
WHAT DOES EVERY BRAND WANT?
S t r o n g e r , m o r e p r o f i t a b l e RELATIONSHIPS with their customers.
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A n d a t t h e core of every relationship is
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TRUST.
Today, brands are facing a crisis of trust.
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Only 5% (4% UK, 6% US) trusted advertising and 8% (9% UK, 6% US) ‘what the company says about itself’.*
*Alterian 2010
AND CERTAIN INDUSTRIES HAVE A HARDER TIME THAN OTHERS.
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Edelman Trust Barometer 2012
THERE IS HOPE.
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Edelman Trust Barometer 2012
SO HOW DO MARKETERS BUILD TRUST AND RELATIONSHIPS WITH TODAY’S CONSUMER?
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OR
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NOT “OR” BUT “AND”
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TALKING THE TALK AND WALKING THE WALK
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Brand Beliefs
Brand Behaviors
THE POWER OF DIGITAL TO ENGAGE(TO CREATE REAL “BEHAVIOR”)Not just another one-way communications channel.
Was originally called “interactive” for a reason.
Studies show higher purchase intent when engaging with interactive (verses static) ads.
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University of Connecticut - Stamford
ENGAGEMENT STRATEGY
The story your brand wants to tell
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The story consumers want to engage in
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SOME EXAMPLES...
LIVE THE ULTRA LIFE...
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ENGAGEMENT STRATEGY:TO INSPIRE, ELEVATE & CELEBRATE YOUR EXTRAORDINARY LIFE.
The story your brand wants to tell
The story consumers want to engage in
CHAMPION ACHIEVER
THE NEW MICHELOBULTRA.COM: STANDING AT THE TRAILHEAD
This 1.0 launch weaves together our brand story and content in a place that has purpose and can build value for the ULTRA consumer.
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INSPIRE, ELEVATE AND CELEBRATE MEANS THINKING LIKE AN APP
The navigation is action-oriented to reinforce that there are real things for our ULTRA consumers to do here.
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INSPIRE, ELEVATE AND CELEBRATE MEANS POWERING THE PURSUITTrain and Live channels within the platform naturally frame the Active and Social hemispheres of the brand.
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INSPIRE, ELEVATE AND CELEBRATE MEANS POWERING THE PURSUIT
Train incorporates informative articles crafted to help you better enjoy your active passions.
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INSPIRE, ELEVATE AND CELEBRATE MEANS POWERING THE PURSUIT
Content also leads to more related content, which will become more and more useful as our ULTRA archive grows deeper and deeper.
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INSPIRE, ELEVATE AND CELEBRATE MEANS CHALLENGING YOUR ULTRA SPIRIT
As a complement to the article content, we created ULTRA Challenges to engage users in a more active way. Built-in social hooks allow us to leverage the community we have in place and find ways to extend and proliferate it.
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INSPIRE, ELEVATE AND CELEBRATE MEANS CHALLENGING YOUR ULTRA SPIRIT
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Challenges range across both Train and Live-focused themes, are visually distinctive, and are designed with the flexibility to interest the ULTRA community regardless of their level of proficiency.
INSPIRE, ELEVATE AND CELEBRATE MEANS CHALLENGING YOUR ULTRA SPIRITA Facebook connection makes it easy for users to notfy their networks about their activities and to invite friends to join them. The “Challenge a Friend” option ups the ante for a bit of friendly competition.
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INSPIRE, ELEVATE AND CELEBRATE MEANS TUNING INTO YOUR ULTRA LIFEPersonalization options are the first step towards driving deeper CRM with the consumer and beginning to respond to their definition of the ULTRA Life.
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INSPIRE, ELEVATE AND CELEBRATE MEANS EMPOWERING YOUR CELEBRATORY MOMENTSThere are always active and social occasions to celebrate. The platform make it easier to find ways to do it.
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THE RIGHT EXPERIENCE FOR THE RIGHT NEED STATEThere are three major types of devices, but certainly not three different targets. Rather, we have a “moving target” with different usage needs on different devices at different times.
Because a responsive design reformats to different devices on the fly, we can begin to tune each device to each need state.
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TURNING IDEAS INTO ACTION
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TO IGNITE THE SPIRIT OF THE DOER HELPING THEM TURN IDEAS INTO ACTION
The story your brand wants to tell
The story consumers want to engage in
TOOL MAKER DOER
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RESULTS
150,000,000 IMPRESSIONS
4,500,000 PAGE VIEWS
147,000 REGISTERED USERS
319,000 VOTES CAST
2200 PROJECTS CREATED
RULES OF ENGAGEMENT
Clearly articulate your brand’s mission.
Be authentic. To your brand. To your consumers.
Ensure the experience you create is as valuable for your business as it is for your consumer.
Build the idea/program to fit into peoples’ lives - connecting your brand mission to their aspirations.
Be willing to embrace the open-ended and unpredictable responses from people.
Be confident that “they will do this” (verses “can it be done?”)
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Q&A
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http://www.mediapost.com/publications/article/169305/does-your-brand-walk-the-walk.html
Or
http://digital.anthemww.com
THANK YOU. TO READ MORE: