what marketing can learn from vanilla ice
Post on 22-Oct-2014
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In changing market times, we need to STOP COLLABORATE & LISTEN if we are to close the gap between marketing and research. This presentation was delivered at Marketing Week 2009 in AdelaideTRANSCRIPT
What can marketing learn from
VANILLA ICEcloser customer connections in
changing times
http://www.flickr.com/photos/eboman/395968846/
Peter HarrisManaging DirectorColmar Brunton
Peter Harris
Managing Director @ Colmar Brunton
AUDITOR marketing RESEARCHFamily man AMSRS aussie NEW MEDIA
building relationships ASHES TRAGIC
“Stop, Collaborate and Listen” – Vanilla Ice
Stop. Collaborate. Listen.
Past
Today
“In most categories a brand’s market share is stationary”
4 out of 5 categories seen as increasingly homogeneous
3x $ spent on discounting as ‘brand building’ in fmcg
0.5% average click-thru rate for banners
Less than 1 in 10 ads seen as different
4% response rate successful in DM
Sources: Andrew Ehrenberg; Copernicus Consulting; McKinsey
Some inconvenient truths
Brands fall into one of four engagement profiles…. Mavens have experienced better
revenue growth (last 12 mths)
Source: The world’s most valuable brands. Who’s most engaged? Ranking the Top 100 Global Brands Report, prepared by Altimeter and Wetpaint
Brands that engage in social media are winning
Old way
New way
brands must go beyond broadcast
and become “facilitators”
Stop. Collaborate. Listen.
collaborate Invite them in. Treat them as collaborators. Harness their collective intelligence. Give them a role in helping the brand succeed and a chance to become visible to their community.
collaborate
If what we’re doing is right, and if we give them the tools, young people will do the marketing and organising for us(and be better at it than we are)
• 70,000 ideas in first year
• Free coffee for Gold Card members on their birthday
• Starbucks VIP card
• Buy coffee beans, get a free cup of coffee
• Get (free) help, advice & support in planning kitchens, offices, wardrobes eetc..
• Employee and fan community - 100,000+ members, 4 yrs old
• Community donations + ad revenue funding model
• Reward participation with Ikea gift cards
Results
“Consumers are beginning in a very real sense to own our brands and participate in their creation.
- A. G. Lafely, Chief Executive at Procter & Gamble
We need to learn to let go.
entertain
useful
connect
educate
Why they will collaborate?
Source: PHD
Stop. Collaborate. Listen.
Talk with customers in context. Listen to their ideas before they get skewed. Uncover issues, focusing on how people feel.
Listen
“In the old days, brands wanted everybody to pay attention to them. Now brands need to pay attention to everybody else.”
-Anonymous
listen
We’ve been voted the best marketer of the 20th
century. But that’s because we were the biggest shouters. In the 21st century, we want to be the best listeners.
“- Greg Icenhower, P&G, director of corporate communications
Social Media Monitoring Tools
Social Media Buzz Monitoring
1. Free Alert Systems
2. Paid Analysis Dashboard
3. Full Service Insights Partners
REACH
How many people are we reaching?METRICS: [example metrics: unique views]
INTERACTIONHow are people interacting with us?METRICS: [example metrics: video plays]
ENGAGEMENTHow many are becoming part of our community?METRICS: [example metrics: user-generated content]
INFLUENCEHow are we changing user action or opinion?METRICS: [example metrics: conversation tone]
EXPOSUREHow are users extending the reach of the program?METRICS: [example metrics: online buzz]
Online Customer Community• Continuous connection to your customers• 300–500 invitation-only members in a room
Discussion
Quick Polls
Online chat
Brainstorm
Use photos
Video
Survey
Journals
Mystery shopping
Scrapbook
Immersion
Off-line events
Problem
• Developed new brand ad in 5 days with Branson
• Concerned new brand ad was to risqué
• Validate with prospects fast
Solution
• Tested ad in online community among young flyers
• Positive response / low risk
• Turned results in a few days
• Cost effective
Community at a glance
• Launched November 08 / 1,000+ members
• Private online community for Hyundai owners or inner circle of trusted advisors
• Recruiting through existing customer base + “hand-raisers” that attend industry events like auto shows
• Activities focus on two initiatives. The first expanding the brand with the new Hyundai Genesis vehicles. The second is Blue Drive, Hyundai’s new initiative to produce eco-friendly products
‘Listening is the new marketing’, Chris Brogan
7 Secrets of Vanilla Ice Marketing
1. Make your own game
• Stand out
• Don’t play by other people’s rules
2. Build a Posse
• Make friends / connect
• Insiders advantage / outsiders can’t buy influence
• Create a big F’n network
3. Spin off
• The Archimedes Effect / Leverage
• Build off previous success
• Be a great party host
• Invite them to participate and mash their own content
• Connect , network and help build relationships
4. Throw Awesome Parties
• Provide opportunities to participate
• Don’t force the conversations but help it along
• Share instead of hoard
• Put on & play a constructive role in offline events
• Add value to the community experience
• Capture content and 3rd party perspectives on your community topic
• Pay your dues - consistency and authenticity
• Be open to criticism and admit when you are wrong
• Have a higher purpose
Appendix
