1. What if there were no more TV? FUTURELAB

2. Outline speech Bucharest Need kickass opener Advertising is Dead FUTURELAB

3. Actually…. FUTURELAB

4. We are Futurelab FUTURELAB

6. Innovators to identify the next opportunity or niche.

7. CEO‘s to connect their business to the customer.In the process, we challenge every barrier to business success. We dislike writing reports, billable hours or elaborate processes. Instead, we prefer to "get on" with making money for your business. FUTURELAB

8. Futurelab Structure Priviliged Relationships Athens – Barcelona - Brussels – (Bucharest ) – Johannesburg – Hamburg – Moscow – Kiev - Munich - Shanghai A flexible boutique: 2 partners – 3 support staff – 9 associates – 28 specialists/contributors

9. Last Year

10. Last Year 76% of consumers don’t believe that companies tell the truth in advertisements Yankelowich,2006

11. Last Year “You can’t bore people into buying your product – you can only interest them”

13. A US hour of prime time TV carried 21 minutes of advertising, Late Night network shows like Leno or Letterman carry 31:27 (TNS Media Intelligence, Q1 2006)

14. Big Six study (US): People with DVR’s watch 12% more TV, yet 90% of them adskip (Germany : 88.2%)

15. 78.2% of Germans are irritated by advertising, only 24% actually still watches it (GfK Marktforschung)

16. 85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom. (McKinsey & Co.)FUTURELAB

17. Last Year “Today's marketing model is broken. We're applying antiquated thinking and work systems to a new world of possibilities." Jim Stengel, Global Marketing Officer P&G

18. Last Year Advertising Myths 1. Frequency is mostly not a driver for action 2. There is no golden rule about OTS

20. Last Year Advertising is a tax you pay for unremarkable thinking Robert Stephens, CEO, the Geek Squad

21. With total transparency, how can there be advertising? Shotcodes in stores in Japan, telling you where to go to get the product cheaper A fucked company example Total Transparency

22. Prices aren’t what they used to be

23. Total Transparency

24. Lawyers

25. Lawyers

26. Doctors

27. Teachers

28. Most influential information sources in purchasing electronic goods? (TOP 3) CMO Council’s Retail Fluency Report, 2005 Share of total adspend by medium (global) % 2008 forecast (March 2008) What are we focusing on? FUTURELAB

29. Now… People who live near train lines find ways to adjust to the noise ... Consumers have begun to treat encroaching advertising just like those trains.

30. Banner blindness 1998!

31. “Online video ads are quickly becoming the medium of choice to drive both brand awareness and sales.” (2007) “With young adults now spending on average six hours a week gaming, advertisers should be excited at how well their messages were embraced and the brands positively perceived” (2008) 67% of marketers report they will increase their social media advertising budget in 2009

32. Contextual advertising ...has just died

33. Advertising is dead – long live marketing Lets keep the patient alive a little longer

34. Procter & Gamble is placing radio-frequency identification tags on products at a Metro Extra retail store in Germany so that when a customer pulls the product off the shelf, a digital screen at eye level changes its message At least be the first! 

35. 62% % of marketers advised by agencies to advertise in games/virtual worlds 87% % asked to start/increase viral marketing spend on social networks 93% % told by agencies to begin/increase viral video spend Marketing Sherpa Ad:tech survey Lemmings?

36. The Advertising Technique Hype Cycle Isnt there a bit much? Hey, actually this is cool Hmm – what’s this? Naah, cant measure it Sooo 5 minutes ago

37. Is it all over?

38. It’s only just begun

39. FUTURELAB The Attraction Model

40. Attention Economy Reputation Economy

41. Relevance!

42. Relevance Reputation Engagement Reputation x Relevance x Engagement = $$$

43. Reputation Relevance Engagement FUTURELAB The Attraction Model

44. Reputation Experience Listening Customers

45. perception 80% of CEO’s believe their brand provides a superior customer experience 8 % of their customers agree (Bain & Company) FUTURELAB

46. Online Reputation Romania FUTURELAB

47. The online reputation is just the tip of the iceberg But it can crash your boat Source: Forrester Technographics® - 2008 FUTURELAB

48. So Listen! Because if you don’t listen...

49. “With regards to the recent Motrin advertisement, we have heard you. On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin Brand, please accept our sincere apology. We have heard your concerns about the ad that was featured on our website. We are parents ourselves and we take feedback from moms very seriously. We are in the process of removing this ad from all media. It will, unfortunately, take a bit of time to remove it from our magazine advertising, as it is on newsstands and in distribution. Thank you for your feedback. It’s very important to us.” Results 1 - 10 of about 11,600 from twitter.com for motrin. “hell hath no fury like a mommyblogger scorned”

50. Reputation Relevance Engagement FUTURELAB The Attraction Model

51. Relevance Insight Communication Commerce

52. INSIGHT Understand what truly drives your customers FUTURELAB

53. Podcast and map downloaded Commercial – yet relevant

54. FREE TIX TO GREAT ADVENTUREHeard a rumor you can get 2 free tix to opening dayweekend at Great Adventure amusement park 45000 tickets gone in 5 hours

55. Relevance of Commerce

56. Downsizing

57. Reputation Relevance Engagement FUTURELAB The Attraction Model

58. Engagment Funnel Content Recommendation Engagement Move the funnel Content Recommendation

59. Funnel IGNORANCE NEED TRIAL REPURCHASE UPGRADE BRAND EXIT AWARENESS CONSIDERATION PURCHASE LOYALTY RECOMMEND (c) 2007-2008, Futurelab – Used with Permission

60. Buzzmarketing

61. Content wants to be free

62. How to control millions of inaccurate and divergent conversations ? YOU DON’T Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go. A.G. Lafley, CEO and Chairman of P&G, October 2006 (cc) Lynette Webb, 2006

63. 

64. ‘Help us choose’

65. Let them improve your products

66. Let them build their own

67. Roll your own commercials

68. Second Life is soooo 5 minutes ago

69. What IS it good for ?

70. The Power of Recommendation

71. The Power of Recommendation 1967 1983 2001 2007 1955 Word-of-mouth is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch and 2x as effective as radio advertising Marketing Science Institute, 2006 This is not exactly news....

72. How can we measure all this

73. HOW LIKELY ARE YOU TO RECOMMEND? Extremely unlikely Extremely likely DETRACTORS PROMOTERS PASSIVES NPS™= (Promoters-Detractors)/Total Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld The Power of Recommendation

75. They negotiate less

76. They stay longer

77. They are easier to service

78. They upgrade quicker

79. ...Slide: Bain & Company, official NPS(tm) presentation Fred Reichheld. Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld The Power of Recommendation

80. Activate your Fans

81. Must See

82. No, it’s not...

83. So get some people…

84. Where ARE the orcas? Who will be the First Penguin?

86. Creative and media work in isolation

87. Lack of experience with new media (not everyone went “dot-com”)

88. Venturing into uncharted territory = risky (even on a personal level)

90. GO DO IT

91. A deeper look at the model How to improve the relevance of your mediamix How to monetize WoM and Buzzmarketing Social Networks more indepth Net Promoter Score galore Many many more examples and cases Tomorrow

92. The Element of Surprise

93. Http://blog.futurelab.net sko@futurelab.net if you want this presentation