While most of us aspire for our brand’s communications to be “integrated”, the vast majority of marketers still push out scattershot executions. Executions that are focused on creating emotional preference with little understanding of how they fit into a consumer’s experiential relationship with the brand. We end up launching Dead Ends, where “integrated” brand narratives are betrayed by antiquated, fragmented and generic user journeys to purchase and beyond. But the modern, interconnected world finally offers the opportunity for something greater than that, on the scale and price that we need. Now we all just have to get over our institutional limitations and established routines to realize the possibilities. This session explores case studies that showcase tactics for brands to eliminate the dead ends in their ecosystems, and realize the relationships, conversion and consumer value that comes with that.

1. AN ASPIRATION FOR INTEGRATION.
#NoDeadEnds

2. #NoDeadEnds

3. #NoDeadEnds
http://a248.e.akamai.net/origin-cdn.volusion.com/9nena.fmfu2/v/vspfiles/photos/AL3Z-1813300-AA-2.jpg?1346431851

4. #NoDeadEnds

5. #NoDeadEnds

6. #NoDeadEnds

7. #NoDeadEnds

8. #NoDeadEnds

9. THINK OF THE MOST FAMOUS
MARKETING CAMPAIGNS
FROM THE LAST 5 YEARS.
#NoDeadEnds

10. BRAND STRATEGY
CREATIVE IDEAS / EXECUTIONS
CHANNEL SELECTION / PLANNING
NARRATIVE + STYLISTIC COORDINATION
CO-CREATED ADVERTISING
#NoDeadEnds

11. #NoDeadEnds

12. #NoDeadEnds

13. #NoDeadEnds

14. #NoDeadEnds

15. #NoDeadEnds

16. #NoDeadEnds

17. #NoDeadEnds

18. #NoDeadEnds

19. TRUE INTEGRATION
#NoDeadEnds

20. MODERN MARKETING:
Create and strengthen people’s
relationships with brands and
products through the
providing of value for both
consumer and company.
#NoDeadEnds

21. PRICE < VALUE
#NoDeadEnds

22. #NoDeadEnds

23. BRAND RELATIONSHIP = EMOTION +
#NoDeadEnds
BEHAVIOR

24. #NoDeadEnds

25. THINK BACK TO THOSE CAMPAIGNS
#NoDeadEnds

26. EMOTION+ BEHAVIOR =
+
#NoDeadEnds
DEAD ENDS

27. A DEAD END:
Any consumer touch point that doesn’t
measurably and intelligently encourage a
consumer’s journey down the funnel
through personalization and / or
immediate engagement opportunities.
#NoDeadEnds

28. A DEAD END:
Any consumer touch point that doesn’t
measurably and intelligently encourage a
consumer’s journey down the funnel
through personalization and / or
immediate engagement opportunities.
#NoDeadEnds

29. A DEAD END:
Any consumer touch point that doesn’t
measurably and intelligently encourage a
consumer’s journey down the funnel
through personalization and / or
immediate engagement opportunities.
#NoDeadEnds

30. A DEAD END:
Any consumer touch point that doesn’t
measurably and intelligently encourage a
consumer’s journey down the funnel
through personalization and / or
immediate engagement opportunities.
#NoDeadEnds

31. IMMEDIATE ENGAGEMENT OPPORTUNITIES
=
STRATEGIC PATHING
PERSONALIZATION
=
SHARED INTELLIGENCE
#NoDeadEnds

32. #NoDeadEnds

33. #NoDeadEnds

34. #NoDeadEnds

35. #NoDeadEnds

36. #NoDeadEnds

37. #NoDeadEnds

38. #NoDeadEnds

39. #NoDeadEnds

40. #NoDeadEnds

41. #NoDeadEnds

42. #NoDeadEnds

43. #NoDeadEnds

44. #NoDeadEnds

45. #NoDeadEnds

46. #NoDeadEnds

47. #NoDeadEnds

48. #NoDeadEnds

49. #NoDeadEnds

50. And Yes…
Let’s Talk TV.
#NoDeadEnds
#NoDeadEnds

51. URL
Hash Tag
Search Term
Zoove
SMS Short Code
Phone Number
Audio Tagging
QR Code
Call To Offline
#NoDeadEnds

52. #NoDeadEnds

53. #NoDeadEnds

54. DIRECTV
#NoDeadEnds

55. Insert Your Spot Here
#NoDeadEnds
Name
Age
Location
Email
Time of Day
Weather
Friends
Interests
Check-Ins
Current Show

56. And That’s Just TV
#NoDeadEnds

57. #NoDeadEnds

58. “Thanks to the Internet and digital
technology, agencies are finding that the realization
of their clients’ ultimate fantasy -- the ability to
customize a specific message to a specific person at
a specific moment -- is within their grasp.
It is also one very complex nightmare.”
- FAST COMPANY
#NoDeadEnds

59. BRAND RELATIONSHIP = EMOTION + BEHAVIOR
TRUE INTEGRATION = NO DEAD ENDS.
#NoDeadEnds

60. SO WHAT CAN WE DO?
#NoDeadEnds

61. #1 - Stop Hiding Behind Excuses
#NoDeadEnds

62. We don’t have the time.
We don’t have the budget.
We can’t take risks.
Our customers aren’t ready.
We don’t have the ideas to pull it off.
There are too many politics.
I can’t change anything myself.
#NoDeadEnds
#NoDeadEnds

63. #NoDeadEnds

64. DPZ
$3.30
#NoDeadEnds
$66.50

65. #NoDeadEnds
http://www.siliconcloud.com/Portals/55887/images/david-and-goliath-sumos22.jpg

66. #2 - Provide more than just
entertainment value
#NoDeadEnds

67. “True innovation can come from the natural creative tension
between focusing on brand needs and customer needs”
- UX Magazine
#NoDeadEnds

68. #NoDeadEnds

69. #NoDeadEnds

70. #3 - Ask
#NoDeadEnds
A DEAD END:
Any consumer touch point
that doesn’t measurably
and what”
“Thenintelligently encourage
a consumer’s journey
down the funnel through
personalization and/or
immediate engagement
opportunities.

71. SIMPSONIZE ME
Let’s give people the chance to inject
themselves into the Simpson’s world by
making a tool to convert people to
actual characters, starting with the King.
THEN WHAT?
RESTAURANT
#NoDeadEnds
SITE
EMAIL OPT-IN
EMAIL OFFERS

72. #NoDeadEnds

73. A DEAD END:
Any consumer touch point that doesn’t
measurably and intelligently encourage
a consumer’s journey down the funnel
through personalization and/or
immediate engagement opportunities.
#4 - Move Past
“Digital vs. Traditional”
#NoDeadEnds

74. #NoDeadEnds

75. BRAND RELATIONSHIP = EMOTION + BEHAVIOR
#NoDeadEnds

76. #NoDeadEnds

77. #5 – Consider
#NoDeadEnds
A DEAD END:
Any consumer touch point
that doesn’t measurably
and intelligently encourage
a partnership.
a consumer’s journey
down the funnel through
personalization and/or
immediate engagement
opportunities.

78. CREATIVE
BRAND
BIG IDEAS
CAMPAIGNS
EXECUTIONS
- Tone
- Look + Feel
- Narrative
- Reinforcement of
the brand
EMOTIONAL RELATIONSHIP
#NoDeadEnds
EXPERIENCE DESIGNERS
FUNNEL
ECOSYSTEM
JOURNEY
UTILITY
- Pathing
- Shared Intelligence
- Contextual States
- Funnel Conversion
BEHAVIORAL RELATIONSHIP

79. But wait…
#NoDeadEnds

80. Yes. It’s all of our jobs.
And when we do it…
#NoDeadEnds

81. The whole can be more than the
sum of the parts.
#NoDeadEnds

82. You can talk to a customer as an
individual and not as a demographic.
#NoDeadEnds

83. Your customers can get to what
they want faster.
#NoDeadEnds

84. You can measure step-by-step
conversion through the funnel.
#NoDeadEnds

85. Any advertisement or media can be
one click or pic from a sale.
#NoDeadEnds

86. You can focus on the 2nd 3rd and
4th purchases just as much as the
1st.
#NoDeadEnds

87. #NoDeadEnds

88. You can truly be integrated and
enjoy the results and relationships
that come with it.
#NoDeadEnds

89. MATT WALSH | @IceColdVideo | www.NoDeadEnds.biz
© 2013 Crispin Porter and Bogusky, LLC. All rights reserved.