Always On Breakfast Seminar 2nd November 2012
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The document discusses the concept of "Always On" marketing strategies. Some key points: - "Always On" means being constantly available and discoverable through various platforms and channels with lightweight interactions over time rather than one-off campaigns. - It looks to create many small ideas and content pieces that stitch together to form a long-term brand story and experience for customers. - Companies need to shift from stockpiling big assets for campaigns and instead focus on constant short-form content flow across social media. - Nike is used as an example for its "Make It Count" campaign that employed Always On storytelling through continuous videos, ads, events and partnerships rolled out over many months.
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Always On Breakfast Seminar 2nd November 2012
- 2. Scenario 1.
- 3. Lightweight interactions is how our species have developed relationships for the past tens of thousands of years Thanks to Paul Adams IMAGE BY GRADUALREVOLUTION ON FLICKR.COM
- 4. Predominant marketing models Source: Doug Levy, IMC2
- 5. IMAGE BY NICKI KNACKS ON FLICKR.COM
- 6. What Rihanna can teach us about Always On marketing Thanks to @BruceDaisley
- 7. 36 singles in 6 years 26 solo singles 10 as featured artist Thanks to @BruceDaisley
- 8. Always On Always there & discoverable, evolving in public Thanks to @BruceDaisley
- 9. Campaign Approach Madonna First single released in 3 years Single reached #37 in UK charts Thanks to @BruceDaisley
- 10. IMAGE BY JUNNINHOFLETR ON FLICKR.COM Always On isn’t the chosen strategy, it is the only strategy Thanks to @BruceDaisley
- 11. With always on, we look to create many small ideas (lightweight interactions) that stitch together to form one L-O-N-G idea Gareth Kay
- 12. Always on IS a journey made up of valuable communication content. Everything from campaign messaging to deeper brand experiences.
- 13. IMAGE BY SHADYCAM ON FLICKR.COM Although specific short-term campaigns around launching new products will exist, they will be built upon an always on foundation. So brands need to learn a new trick
- 15. PONBE To reach the target audience in an attempt to achieve earned media, each piece of content can be communicated across different channels and platforms using PONBE.
- 16. The creative canvas for always on needs to be flexible / agile – many small experiments over larger bets Thanks to Made by Many and David Armano
- 17. Stock Flow The big, beautiful assets a brand is used to producing, primarily for campaigns. & The short bursts and lightweight interactions that make up social media. For every one big “stock” hit, you can create many small “flow updates. Thanks to Percolate
- 18. Cross-platform
- 19. Real-time marketing Paid media TV ads Paid media print ads
- 20. Campaigns do not need give away everything in the first 2 weeks. We can keep content back and apply adaptive cross-platform storytelling
- 21. Nike+ adopt an Always On strategy
- 22. Nike+ Always On #makeitcount = storyworld This is the ‘Just Do It’ for the social media age
- 23. Nike+ Always On Launched 30th December
- 24. Nike+ Always On 1st January – 16th January Series of videos released every 2 days featuring ambassadors across all major sports in each territory
- 25. Nike+ Always On 1st January – 16th January In support of videos, print ads and billboards feature #makeitcount
- 26. Nike+ Always On 13th January Instagram profile launched in conjunction with 13th Witness
- 27. Nike+ Always On 17th January Nike announces the Nike+ FuelBand with ‘Life is a Sport – Make It Count’
- 28. Nike+ Always On 19th January Nike+ FuelBand launched globally for pre-order
- 29. Nike+ Always On 19th January Press feature Nike+ on the 19th January not before
- 30. Nike+ Always On 19th January Nike + Make It Count site becomes branded as NikeFuel
- 31. Nike+ Always On 20th January In store experiential – immortalise your own story as a picture for Make it Count
- 32. Nike+ Always On 21th January In a UK Premiere League first. Footballers wear #makeitcount on their boots
- 33. Nike+ Always On 26th January Retail - JD Sports dedicate a look book to #makeitcount
- 34. Nike+ Always On 28th January Physical installation at 1948 London for Make it Count
- 35. Nike+ Always On Dec 31st – Now #makeitcount June 17th – Now #gameonworld
- 36. Always On storytelling example
Notas do Editor
- Building relationships takes commitment, time, and constant contact. When you don’t see each other or stay in touch, the relationship withers away and vanishes over time. Remember when you were first dating? To get to know the other person, you spent lots of time talking, having fun, and doing things together. After the date, you would call and talk for hours, send them flowers, and keep in touch on a regular basis. Building relationships takes commitment, time, and constant contact. When you don’t see each other or stay in touch, the relationship withers away and vanishes over time.
- In the Product Era, from the 1900s through the 1960s, the focus in business was on producing products. During this era, marketing was about simply informing people about these products. Ads were copy heavy, and the strongest performers did the best job of explaining why their product was superior.In the 1960s (cue Don Draper), marketers realized that product descriptions reached people at a logical level but failed to connect on an emotional level. As a result, the Consumer Era was born. Whereas in the Product Era, the thinking started with the marketer and its products, in the Consumer Era, marketers learned that an understanding of the consumer was paramount. Marketers worked to deeply understand consumers' wants and needs, to reach them at a moment of utmost receptivity with a message most likely to influence them.The new model of marketing -- fostering sustainable relationships -- represents a meaningful change in the role of marketing. In the Consumer Era, the starting point was typically the consumer. Marketers worked to understand the buyer and become what consumers wanted them to be. The problem is, what consumers want the brand to be may not be what the brand authentically is. This causes a gap between the brand's true intentions and how the brand presents itself -- a gap that can cause mistrust with customers.In the Relationship Era, the starting point is the brand. The brand must know its authentic self before it can engage in sustainable relationships with people. (This is similar to other relationships in our lives -- at least the good ones -- where it's pretty much a prerequisite to know yourself and what's important to you before finding a good match.)The winners in the Relationship Era will be those that build trust and transactions, creating sustainable relationships with people.