O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

People-first Planning - PSBX

403 visualizações

Publicada em

As we begin our year, here is an outline of how our team at PSBX looks at planning for audiences, experiences and brand trust. For more information, please goto www.psbx.co

Publicada em: Marketing
  • Seja o primeiro a comentar

People-first Planning - PSBX

  1. 1. People-first planning. Trust , Empathy & Attention. January 24, 2018 Baron Manett Per Se Brand Experience @bstat psbx.co
  2. 2. today Hi & welcome 01 Hi & welcome 02 Who’s this person? 03 People First Thinking 04 Parting thoughts 05 Questions & Discussion 8 Themes for 2018 06
  3. 3. And you are ...? 3
  4. 4. BARON MANETT Per Se Brand Experience psbx.co @bstat
  5. 5. A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. - Seth Godin
  6. 6. wouldn’t care if brands disappeared. 74% 6 2017 Meaningful Brand Project - Havas
  7. 7. Audiences are looking for help, value & values.
  8. 8. People-first planning is marketing programming based on brands supporting 3 core beliefs: § Attention is earned § Trust is ongoing § Empathy is experienced
  9. 9. People-first Planning 2018 Themes
  10. 10. 1. We must earn attention in a world looking down.
  11. 11. The competition for our attention is fierce.
  12. 12. No Answer.
  13. 13. 2. Consumers have expectations.
  14. 14. 3. Fake news.
  15. 15. “Fake news” 2017 Word of the year. - Collins Dictionary
  16. 16. ”In a world of increasing scandal and people slapping ‘fake news’ labels on content with increasing frequency, success will come from telling the truth. Always.’’ - David Meerman Scott
  17. 17. 4. Don’t sell me. Help me.
  18. 18. “Traditional marketing communications just aren’t relevant… - Harvard Business Review
  19. 19. Audiences are looking for help, value & values.
  20. 20. 28 We are overwhelmed. Before making a purchase shoppers referenced 12 sources of information— up from just 5 in 2010. (Google /Inmar)
  21. 21. Don’t sell me. Help me!! Marketing success today comes when we focus not on helping the seller sell, but helping the buyer buy.
  22. 22. 5. Say it loud.
  23. 23. Voice. VR. Beyond…
  24. 24. 6. Let’s play.
  25. 25. eSports.
  26. 26. 7. Transparency.
  27. 27. 8. A brand is what my friend tells me it is.
  28. 28. Interruption doesn’t earn attention Why it doesn’t work Marketing is expensive No Value Exchange
  29. 29. Big finish. 1. Looking down. 2. Uber expectations. 3. Fake vs. Real. 4. Help me please. 5. Voice activations. 6. Gaming grows (again). 7. Transparency = trust. 8. A brand is what my friends say.
  30. 30. People-first planning is marketing programming based on brands supporting 3 core beliefs: § Attention is earned § Empathy is experienced § Trust is ongoing
  31. 31. ? Questions & Discussion
  32. 32. THANKS!
  33. 33. Per Se Brand Experience We work with brands and marketing partners to best understand and develop the content & marketing experiences that audiences desire and the role that brands can serve in enabling them. psbx.co PSBX Is A Brand Experience Consultancy

×