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Building brand awareness
in the digital world
18th March, 2013


John Campbell       Rob van Toll
Director            UX Consultant




@PrecedentComms #PrecSem
About us
A communications consultancy
specialising in delivering
creative solutions for a digital
world.


 – 100 experts
 – 5 locations
 – 21 years old




A UK Top 10 digital design agency
Building brand awareness   2013
Building brand awareness   2013
Building brand awareness   2013
Building brand awareness   2013
1.Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion



Building brand awareness   2013
How are you presenting your brand?
Building Brand Awareness in a digital world - 18th March 2013
How are you presenting your brand?
Building Brand Awareness in a digital world - 18th March 2013
Customer engagement
through use of digital
                                        Viewed of as:
channels to meet                          The novice
customers needs.                          The enthusiast
                                          The devotee




                                    We considered their web space,
                                    social and mobile presence




  Building brand awareness   2013
1.Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion


Building brand awareness   2013
3000
   Estimates suggest that on average
   a person in the UK is exposed
   to more than 3,000 brand
   and advertising messages
   a day

Building brand awareness   2013
1,000,000,000
   active Facebook users in the world




Building brand awareness   2013
Building brand awareness   2013
”A wealth of information
creates a poverty of attention”
Herbert Alexander Simon (American psychologist)




Building brand awareness   2013
Gaining attention is the
first step to having a
conversation with consumers.



Building brand awareness   2013
A linear process?




Building brand awareness   2013
How to gain attention
Firstly understand the triggers




Building brand awareness   2013
Passing us by?
Maybe less so?
The Attention Triggers
As long as the consumer sees relevant content,
he/she is going to stick around or return again –
this creates opportunities to have a selling
conversation.
Emotional
Relevancy
Uniqueness
Uniqueness
In today’s culture, the things that stand out
do so because they are extremely unique.

You can’t just be slightly different, you need
to do something a little more extraordinary
to really catch people’s attention.



 Building brand awareness   2013
Building Brand Awareness in a digital world - 18th March 2013
Uniqueness
The only way to be unique is to be yourself
and let a part of you and your personality
be reflected in your product.

Don’t try to be all things to all people,
stand for something.



 Building brand awareness   2013
Building Brand Awareness in a digital world - 18th March 2013
1.Grabbing attention in a widening market

2.Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion




Building brand awareness     2013
Building brand awareness   2013
Building brand awareness   2013
Traveller touchpoints

Dream      Book      Count     Journey       Arrive        Experience    Leave       Remember
                     Down

                                          Hit the Ground                 Go with
Inspire   Simple    Excite    First Aid                    Journal                     Laters
                                              Running                   the Breeze


                                                           Connect



                                                            Explore




  Building brand awareness   2013
Traveller touchpoints mapped company response

Dream        Book        Count         Journey        Arrive         Experience             Leave       Remember
                         Down

                                                  Hit the Ground                           Go with
Inspire    Simple        Excite       First Aid                        Journal                                 Laters
                                                      Running                             the Breeze


                                                                       Connect



                                                                       Explore



                                                                 Problem
            Book                                                             Activities   (Re)Book
                                                                  Solve
Focus &
           (Co)Plan     Cross Sell                   Orientate        Engage              Au Revoir   Member      Reunion
Magnify

          Inspiration                 Organise                      Looking After                          Retain




   Building brand awareness          2013
low identified fan    highly identified fan


    medium identified fan




Building brand awareness    2013
Research methods




Building brand awareness   2013
Research methods

                                               Permanent
                                               Stakeholder
          Phone              Staff                                               Face-to-face
                                               (Staff)
          Interview          Survey                                              Interview
                                                                   Workshop




                                                 Crowdsourced Idea Storming
                                               Crowdsourced Pain Storming
       Remote                                                               Personal
                                             Experimental Sandpit
       (International)

                             Traveller
                                              Insight              Persona Development
                             Questionnaire
                                                                          Diary Study

           Buzz Monitoring                     Transient
                                               Stakeholder
                                               (Travellers)




Building brand awareness        2013
Research outputs: Persona
                                                                        Knowledge
                                            “My needs change            Experience
                                            with time. I want
                                            someone that is             Service
                                            proactive, that I can
                                            trust and that isn’t
                                                                        Technology
                                            going to rip me off”

                                                                        Influencers
                                                                                                 Networks

                                                                                                   Opinion

                                                                                                  Research

Ash, 40, small business owner Commercial client                                                     Events

                                                                                                     Peers


      Goals                     Behaviours                must                        must not
      Find relevant services    All his energy goes       Be upfront with costs       Be overly complex
      Have a real person’       into his business         Meet deadlines              Be slow to respond




   Building brand awareness          2013
Research outputs: Roadmap




Building brand awareness   2013
1.Grabbing attention in a widening market
2.Assessing your market

3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion
Building Brand Awareness in a digital world - 18th March 2013
Some findings
Web sites are seen in isolation

Brands are:
  - not differentiating
  - not balancing the educational
    and emotional needs
  - not giving clear calls to action

Are being stereotypical



 Building brand awareness   2013
Building brand awareness   2013
Simple and quirky




Building brand awareness   2013
Building brand awareness   2013
1.Grabbing attention in a widening market
2.Assessing your market
3. Distilleries engaging globally

4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion
”We need to
sell more”




Building brand awareness   2013
”I need a…””




Building brand awareness   2013
I want to
 ave money,
 o that I can
 ave enough
 ut aside for
my son to go
o university.”
    Building brand awareness   2013
Outcomes for your website
      - Attract new customers
      - Retain existing customers
      - Build trust
      - Increase reach
      - Sell something


Building brand awareness   2013
Decisions are
rational and
emotional

Building brand awareness   2013
It is impossible to engage
someone if you don’t know
what’s motivating them


Building brand awareness   2013
Making an emotional connection
 -   Framing
 -   Feedback loops
 -   Goal setting / Achievements
 -   Story
 -   Familiarity Bias




Building brand awareness   2013
“Less than a
                                  cup of coffee a
                                  day”




Building brand awareness   2013
Building brand awareness   2013
We are engaged
                                  by situations in
                                  which we see our
                                  actions modify
                                  subsequent results




Building brand awareness   2013
Building brand awareness   2013
We are engaged by
                                  experiences that can
                                  bring meaningful
                                  achievements




Building brand awareness   2013
Building brand awareness   2013
Building brand awareness   2013
Narrative elements are
                                  more compelling




Building brand awareness   2013
“Storytelling is the best way to
emotionally connect to people. We all
have stories in common so instead of
listing facts and figures on your
website, tell the story behind them.”
Robert Mills




Building brand awareness   2013
Info-graphic




Building brand awareness   2013
Building brand awareness   2013
We prefer things
                                  that are familiar
                                  to us




Building brand awareness   2013
“Showing personality can be a very powerful
way for your audience to identify and
empathize with you. People want to connect
with real people and too often we forget that
businesses are just collections of people. So
why not let that shine through?”

Aarron Walter


Building brand awareness   2013
So why not let that shine through?
Highly regulated?
Forces | Emergency Services | NHS | Financial Services | Education | Law



Brand is expected to be dehumanised?
Government (Local and Central) | Law | Financial Services



Introvert organisation?
Science & Engineering | Government (Local and Central) | Financial Services



Keep private & work identities separate?
Government (Local and Central) | Financial Services




Building brand awareness         2013
Building brand awareness   2013
Building brand awareness   2013
Building brand awareness   2013
Building brand awareness   2013
What about your
site?


Building brand awareness   2013
Building Brand Awareness in a digital world - 18th March 2013
Building Brand Awareness in a digital world - 18th March 2013
Building Brand Awareness in a digital world - 18th March 2013
Building Brand Awareness in a digital world - 18th March 2013
Building Brand Awareness in a digital world - 18th March 2013
Building Brand Awareness in a digital world - 18th March 2013
Building Brand Awareness in a digital world - 18th March 2013
Building Brand Awareness in a digital world - 18th March 2013
Building Brand Awareness in a digital world - 18th March 2013
Building Brand Awareness in a digital world - 18th March 2013
Building Brand Awareness in a digital world - 18th March 2013
Building Brand Awareness in a digital world - 18th March 2013
1. Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark

5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion


Building brand awareness   2013
Building brand awareness   2013
Social Business?




                                  Ref DAVID
                                  ARMANO
Building brand awareness   2013
Integrated campaigns   Twitter | AR | Video | TV | Bus shelters




Building brand awareness   2013
Social Media connections




Building brand awareness   2013
Social Media organised connections




Building brand awareness   2013
Social and the enterprise

 Social media is no longer simply about the
 conversation.

 Social Business is about making all material in the
 company shareable and findable.

 Empower your employees and clients will share,
 comment and engage.

 Changes in people, process and platform needed


Building brand awareness   2013
Simple advice is still important
 Be Personal (Use your own voice)
 Know your audience
 Focused (what’s really important)
 Interesting, useful & timely
 Quick to read (400 – 1,000 words)
 Enable a community (question, listen & interact)




Building brand awareness   2013
Buzz monitoring




Building brand awareness   2013
Social media control centre




Building brand awareness   2013
Digital marketing must match your
individual problems and culture
because without a custom fit,
you’re missing the point



Building brand awareness   2013
1. Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you

6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion


Building brand awareness   2013
Tactic 1: SEO




Building brand awareness   2013
@precedentcomms #PrecSem2013
 Building brand awareness
Building brand awareness   2013
@precedentcomms #PrecSem2013
 Building brand awareness
Building brand awareness   2013
Tactic 1: SEO



                            B2B and B2G Oil Exploration FTSE 100 Company

Building brand awareness   2013
Building Brand Awareness in a digital world - 18th March 2013
Case Study: Cairn versus Greenpeace

                  Target response only to Cairns’ audience

                  1. Integrate social media with their normal
                     public relations activities
                  2. Put in place three tiers of response:
                        Listening (know what is being said)
                        Proactive (get your own message out)
                        Reactive (rebut falsehoods)
                  3. Expand media relations to include Cairn/
                     industry advocates

 Building brand awareness   2013
campaigns are the way to market
digitally because without targeting
you’re just paying to spam



Building brand awareness   2013
campaigns are the way to market
digitally because with targeting
you’ll be able to track your
success


Building brand awareness   2013
Building brand awareness   2013
To help 11-18 year olds
be better informed about
drinking, smoking and
drug taking

Building brand awareness   2013
Building brand awareness   2013
Building brand awareness   2013
Building brand awareness   2013
Building Brand Awareness in a digital world - 18th March 2013
Some findings
1. Need to add personality to posts
2. Integrate channels
3. Analyse reach and not just numbers
1. Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge

7. Mobilise your site
8. Are you getting a return
9. Considering the future
Discussion


Building brand awareness   2013
Mobilise your
       community

Building brand awareness   2013
Mobile, a growth channel that your
users choose and enjoy using,
don’t disappoint



Building brand awareness   2013
Do you know environment?                  Smart TV
  Various platforms: traditional
  web browsers solutions to the
  many mobile platforms




    iOS
                           Android




                                      Windows
Blackberry


    Building brand awareness   2013
Take the time to understand
your user’s behaviour and
context


Building brand awareness   2013
Building brand awareness   2013
Don’t just follow the web
1



Move from a 4 to 6 step process




                               Provide a quick quote?




    Building brand awareness   2013
Mobile users:

   Short bursts of activity typically
   Time restricted often
   Goal driven
   Loves using their phone
   Will tell others of a good experience
   Needs a simple uncomplicated experience




 Building brand awareness   2013
Take the opportunity
to innovate in design
and function


Building brand awareness   2013
Building brand awareness   2013
Building brand awareness   2013
Mobi

Responsive

Framework

  Native
Some of
                                  our apps
Building brand awareness   2013
Building brand awareness   2013
Building brand awareness   2013
Content leads approach
Mobile from the ground-up            Making mobile from pre-existing
 Custom approaches                   Desktop applied to mobile
 Considered context                  Stress / break points
 Specific content                    Reworked content
A mobile first content approach      An adaptation approach




 Building brand awareness     2013
Building Brand Awareness in a digital world - 18th March 2013
Mobile: a growth channel
 Don’t disappoint
 Don’t be afraid to innovate
 Don’t delay in providing a solution
 (think-apply-review-refine)


Building brand awareness   2013
1. Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site

8. Addressing a wider market
9. Considering the future
Discussion


Building brand awareness   2013
What is your international
opportunity?




Building brand awareness   2013
Consider your
international
environment
Building Brand Awareness in a digital world - 18th March 2013
Building Brand Awareness in a digital world - 18th March 2013
Key considerations
   Optimise for the target market
   Increase visibility across channels
   Acknowledge existence of the market
   Engage with local distributors
   Create micro sites as appropriate
   Establish local language advocates
   Work to build brand awareness
   Aim to gain brand loyalty
   Don’t cut corners
   Plan and agree strategy
1. Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market

9. Considering the future
Discussion


Building brand awareness   2013
The technology hype curve




Building brand awareness   2013
Back in 2010

Building brand awareness   2013
Building Brand Awareness in a digital world - 18th March 2013
Building Brand Awareness in a digital world - 18th March 2013
Building Brand Awareness in a digital world - 18th March 2013
Corning’s Vision: A day made of Glass




Building brand awareness   2013
Blippar™ is the first image-
                     recognition phone app aimed at bringing to
                     life real-world newspapers, magazines,
                     products and posters with exciting
                     augmented reality experiences and
                     instantaneous content.




Building brand awareness   2013
Some futures to follow......


AR in practice
Mobile payments
Mobile advancement (NFC)
QR everywhere
Socially integrated TV
Gamification
The Facebook phone
Social as a protocol




  Building brand awareness   2013
Think big
Start small
Act quickly
Smart thinking wins

Building brand awareness   2013
Create a Strategy map looking forward
Find our Precedent group   and follow us at
on LinkedIn for a chance   @precedentcomms for
to find out more about     Precedent news, seminar info
our seminars, network,     and general observations
share ideas and quiz the   #PrecSem
Precedent team on
seminar issues and more!
We believe in…




 Question and
 discussion

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Building Brand Awareness in a digital world - 18th March 2013

  • 1. Building brand awareness in the digital world 18th March, 2013 John Campbell Rob van Toll Director UX Consultant @PrecedentComms #PrecSem
  • 2. About us A communications consultancy specialising in delivering creative solutions for a digital world. – 100 experts – 5 locations – 21 years old A UK Top 10 digital design agency
  • 7. 1.Grabbing attention in a widening market 2. Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion Building brand awareness 2013
  • 8. How are you presenting your brand?
  • 10. How are you presenting your brand?
  • 12. Customer engagement through use of digital Viewed of as: channels to meet The novice customers needs. The enthusiast The devotee We considered their web space, social and mobile presence Building brand awareness 2013
  • 13. 1.Grabbing attention in a widening market 2. Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion Building brand awareness 2013
  • 14. 3000 Estimates suggest that on average a person in the UK is exposed to more than 3,000 brand and advertising messages a day Building brand awareness 2013
  • 15. 1,000,000,000 active Facebook users in the world Building brand awareness 2013
  • 17. ”A wealth of information creates a poverty of attention” Herbert Alexander Simon (American psychologist) Building brand awareness 2013
  • 18. Gaining attention is the first step to having a conversation with consumers. Building brand awareness 2013
  • 19. A linear process? Building brand awareness 2013
  • 20. How to gain attention Firstly understand the triggers Building brand awareness 2013
  • 24. As long as the consumer sees relevant content, he/she is going to stick around or return again – this creates opportunities to have a selling conversation.
  • 28. Uniqueness In today’s culture, the things that stand out do so because they are extremely unique. You can’t just be slightly different, you need to do something a little more extraordinary to really catch people’s attention. Building brand awareness 2013
  • 30. Uniqueness The only way to be unique is to be yourself and let a part of you and your personality be reflected in your product. Don’t try to be all things to all people, stand for something. Building brand awareness 2013
  • 32. 1.Grabbing attention in a widening market 2.Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion Building brand awareness 2013
  • 35. Traveller touchpoints Dream Book Count Journey Arrive Experience Leave Remember Down Hit the Ground Go with Inspire Simple Excite First Aid Journal Laters Running the Breeze Connect Explore Building brand awareness 2013
  • 36. Traveller touchpoints mapped company response Dream Book Count Journey Arrive Experience Leave Remember Down Hit the Ground Go with Inspire Simple Excite First Aid Journal Laters Running the Breeze Connect Explore Problem Book Activities (Re)Book Solve Focus & (Co)Plan Cross Sell Orientate Engage Au Revoir Member Reunion Magnify Inspiration Organise Looking After Retain Building brand awareness 2013
  • 37. low identified fan highly identified fan medium identified fan Building brand awareness 2013
  • 39. Research methods Permanent Stakeholder Phone Staff Face-to-face (Staff) Interview Survey Interview Workshop Crowdsourced Idea Storming Crowdsourced Pain Storming Remote Personal Experimental Sandpit (International) Traveller Insight Persona Development Questionnaire Diary Study Buzz Monitoring Transient Stakeholder (Travellers) Building brand awareness 2013
  • 40. Research outputs: Persona Knowledge “My needs change Experience with time. I want someone that is Service proactive, that I can trust and that isn’t Technology going to rip me off” Influencers Networks Opinion Research Ash, 40, small business owner Commercial client Events Peers Goals Behaviours must must not Find relevant services All his energy goes Be upfront with costs Be overly complex Have a real person’ into his business Meet deadlines Be slow to respond Building brand awareness 2013
  • 41. Research outputs: Roadmap Building brand awareness 2013
  • 42. 1.Grabbing attention in a widening market 2.Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion
  • 44. Some findings Web sites are seen in isolation Brands are: - not differentiating - not balancing the educational and emotional needs - not giving clear calls to action Are being stereotypical Building brand awareness 2013
  • 46. Simple and quirky Building brand awareness 2013
  • 48. 1.Grabbing attention in a widening market 2.Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion
  • 49. ”We need to sell more” Building brand awareness 2013
  • 50. ”I need a…”” Building brand awareness 2013
  • 51. I want to ave money, o that I can ave enough ut aside for my son to go o university.” Building brand awareness 2013
  • 52. Outcomes for your website - Attract new customers - Retain existing customers - Build trust - Increase reach - Sell something Building brand awareness 2013
  • 54. It is impossible to engage someone if you don’t know what’s motivating them Building brand awareness 2013
  • 55. Making an emotional connection - Framing - Feedback loops - Goal setting / Achievements - Story - Familiarity Bias Building brand awareness 2013
  • 56. “Less than a cup of coffee a day” Building brand awareness 2013
  • 58. We are engaged by situations in which we see our actions modify subsequent results Building brand awareness 2013
  • 60. We are engaged by experiences that can bring meaningful achievements Building brand awareness 2013
  • 63. Narrative elements are more compelling Building brand awareness 2013
  • 64. “Storytelling is the best way to emotionally connect to people. We all have stories in common so instead of listing facts and figures on your website, tell the story behind them.” Robert Mills Building brand awareness 2013
  • 67. We prefer things that are familiar to us Building brand awareness 2013
  • 68. “Showing personality can be a very powerful way for your audience to identify and empathize with you. People want to connect with real people and too often we forget that businesses are just collections of people. So why not let that shine through?” Aarron Walter Building brand awareness 2013
  • 69. So why not let that shine through? Highly regulated? Forces | Emergency Services | NHS | Financial Services | Education | Law Brand is expected to be dehumanised? Government (Local and Central) | Law | Financial Services Introvert organisation? Science & Engineering | Government (Local and Central) | Financial Services Keep private & work identities separate? Government (Local and Central) | Financial Services Building brand awareness 2013
  • 74. What about your site? Building brand awareness 2013
  • 87. 1. Grabbing attention in a widening market 2. Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion Building brand awareness 2013
  • 89. Social Business? Ref DAVID ARMANO Building brand awareness 2013
  • 90. Integrated campaigns Twitter | AR | Video | TV | Bus shelters Building brand awareness 2013
  • 91. Social Media connections Building brand awareness 2013
  • 92. Social Media organised connections Building brand awareness 2013
  • 93. Social and the enterprise Social media is no longer simply about the conversation. Social Business is about making all material in the company shareable and findable. Empower your employees and clients will share, comment and engage. Changes in people, process and platform needed Building brand awareness 2013
  • 94. Simple advice is still important  Be Personal (Use your own voice)  Know your audience  Focused (what’s really important)  Interesting, useful & timely  Quick to read (400 – 1,000 words)  Enable a community (question, listen & interact) Building brand awareness 2013
  • 96. Social media control centre Building brand awareness 2013
  • 97. Digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point Building brand awareness 2013
  • 98. 1. Grabbing attention in a widening market 2. Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion Building brand awareness 2013
  • 99. Tactic 1: SEO Building brand awareness 2013
  • 104. Tactic 1: SEO B2B and B2G Oil Exploration FTSE 100 Company Building brand awareness 2013
  • 106. Case Study: Cairn versus Greenpeace Target response only to Cairns’ audience 1. Integrate social media with their normal public relations activities 2. Put in place three tiers of response:  Listening (know what is being said)  Proactive (get your own message out)  Reactive (rebut falsehoods) 3. Expand media relations to include Cairn/ industry advocates Building brand awareness 2013
  • 107. campaigns are the way to market digitally because without targeting you’re just paying to spam Building brand awareness 2013
  • 108. campaigns are the way to market digitally because with targeting you’ll be able to track your success Building brand awareness 2013
  • 110. To help 11-18 year olds be better informed about drinking, smoking and drug taking Building brand awareness 2013
  • 115. Some findings 1. Need to add personality to posts 2. Integrate channels 3. Analyse reach and not just numbers
  • 116. 1. Grabbing attention in a widening market 2. Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Are you getting a return 9. Considering the future Discussion Building brand awareness 2013
  • 117. Mobilise your community Building brand awareness 2013
  • 118. Mobile, a growth channel that your users choose and enjoy using, don’t disappoint Building brand awareness 2013
  • 119. Do you know environment? Smart TV Various platforms: traditional web browsers solutions to the many mobile platforms iOS Android Windows Blackberry Building brand awareness 2013
  • 120. Take the time to understand your user’s behaviour and context Building brand awareness 2013
  • 122. Don’t just follow the web 1 Move from a 4 to 6 step process Provide a quick quote? Building brand awareness 2013
  • 123. Mobile users:  Short bursts of activity typically  Time restricted often  Goal driven  Loves using their phone  Will tell others of a good experience  Needs a simple uncomplicated experience Building brand awareness 2013
  • 124. Take the opportunity to innovate in design and function Building brand awareness 2013
  • 128. Some of our apps Building brand awareness 2013
  • 131. Content leads approach Mobile from the ground-up Making mobile from pre-existing  Custom approaches  Desktop applied to mobile  Considered context  Stress / break points  Specific content  Reworked content A mobile first content approach An adaptation approach Building brand awareness 2013
  • 133. Mobile: a growth channel Don’t disappoint Don’t be afraid to innovate Don’t delay in providing a solution (think-apply-review-refine) Building brand awareness 2013
  • 134. 1. Grabbing attention in a widening market 2. Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion Building brand awareness 2013
  • 135. What is your international opportunity? Building brand awareness 2013
  • 139. Key considerations  Optimise for the target market  Increase visibility across channels  Acknowledge existence of the market  Engage with local distributors  Create micro sites as appropriate  Establish local language advocates  Work to build brand awareness  Aim to gain brand loyalty  Don’t cut corners  Plan and agree strategy
  • 140. 1. Grabbing attention in a widening market 2. Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion Building brand awareness 2013
  • 141. The technology hype curve Building brand awareness 2013
  • 142. Back in 2010 Building brand awareness 2013
  • 146. Corning’s Vision: A day made of Glass Building brand awareness 2013
  • 147. Blippar™ is the first image- recognition phone app aimed at bringing to life real-world newspapers, magazines, products and posters with exciting augmented reality experiences and instantaneous content. Building brand awareness 2013
  • 148. Some futures to follow...... AR in practice Mobile payments Mobile advancement (NFC) QR everywhere Socially integrated TV Gamification The Facebook phone Social as a protocol Building brand awareness 2013
  • 149. Think big Start small Act quickly Smart thinking wins Building brand awareness 2013
  • 150. Create a Strategy map looking forward
  • 151. Find our Precedent group and follow us at on LinkedIn for a chance @precedentcomms for to find out more about Precedent news, seminar info our seminars, network, and general observations share ideas and quiz the #PrecSem Precedent team on seminar issues and more!
  • 152. We believe in… Question and discussion