Why is there so much really bad marketing out there today ? Because of a lot of reasons including dumb marketers and a failure to grasp the realities of the new marketplace

1. WHY IS THERE SO MUCH
REALLY BAD MARKETING
OUT THERE ?
Richard Meyer

2. What would your boss say
If you spent over $200 million on a marketing and
advertising campaign and your market share
increased 0.2% ?

3. Maybe…

4. Yet it’s happening today
Progressive insurance spent over $200 million
on the “Flo” marketing campaign and their
market share went up 0.2%

5. And all they can say is that
Progressive insurance
consideration rose 23%
and its brand
impressions rose by
18% ?

6. Are there really that many dumb
people out there ?

7. Judging from all the bad marketing the
answer to that would be “yes” !

8. But what are the reasons for really bad
marketing today ?

9. Overreliance on outdated marketing
metrics ?
Marketers have grown comfortable with formulas like gross ratings points,
frequency, awareness and intent, time-tested formulas for building brands
in traditional media.

10. Old metrics like those are not relevant
today
A lot of people are aware of Mercedes and
intend to buy one but first they need to hit the
lottery !!

11. Some believe that “doing something” is
better than doing nothing

12. But they forget that
Marketing costs money & unless the marketing
is smart, on point and creates a substantial
ROI, marketing is just a way to camouflage the
act of throwing thousand dollar bills out the
window.

13. The recession has created fear in a lot
of marketers
The recession has created fearful employees who have become note takers and
task masters rather than Linchpins who challenge conventional marketing
thinking and execution

14. As well as brand new consumer values
that a lot of marketers chose to ignore
The working middle class is suffering and is distrustful of brands and marketing.
 Wages are stagnant
 Job security is gone
 Stress is a lot higher
 Healthcare costs are going up

15. And with all these changes things
going on
Way too many marketers are “following the instructions”
and not thinking. They are afraid to be responsible for
decisions and they have left their passion for marketing at
home.

16. Because business has created a white
collar factory
Their marketing is planned,
controlled, measured and it’s
optimized for productivity not
around consumers.
It has become more important
to be loved by coworkers than
it is to be take intellectual risks.

17. It’s often easier to say the four words
that can kill an entire business
“It’s not my job”

18. Too many agencies have not become
strategic brand partners
Great agencies are
the ones who win lots
of awards. So choose
them.

19. Then there are
The people who want to get their name in the
trade press because it looks good on a resume.

20. And finally too many do the politically
correct thing instead of asking “why?”

21. What’s needed to make marketing
valuable and relevant again ?

22. Find people who are passionate about
marketing and customer satisfaction

23. Who can balance brand objectives with
a great customer experience
Brand Customer
Objectives Experience

24. And are willing to take calculated risks
to try new ways to engage consumers

25. Learn to listen to consumers and
customers again

26. And integrate social media into your
business strategy

27. Because the value of social media is it's
the richest data set that's ever existed
 What's a Facebook friend worth?
 What does a chat with someone on Twitter
actually do for our brand objectives?
 According to an ExactTarget survey of
1,000 marketers, 70% said they plan to
increase spending in social media, but less
than 20% said they could effectively
measure ROI.
 Companies using reputation as a
measure of success are more likely to
be shifting budget to social media. That
tells you something about the mind-set."
ROI isn't the thing that's
pushing people to social media.

28. But don’t think that social media is going to
solve all your marketing problems
The company said the only market segment to experience a decline in market
share for the company was the North American market space, declining by 1-
percent from the same period last year.

29. Social media alone is not going to save
your brand

30. Increasing budgets for channels in which
you can’t measure ROI is wasteful

31. Understand what consumers want from
brands on social media

32. And measure everything you do
continually to stay relevant to consumers

33. There are a lot of barriers to social
media adoption by companies

34. You need to become a marketing Linchpin
by adding value to your company
Enhance your value and
become indispensable by;
 suggesting ways to solve
problems
 taking the initiative on
projects
 sharpening your skills and
showing a willingness to help
others
Find ways that the company
can earn more money and
spend less

35. Because marketing today is the sum
of the least expense that results in the highest ROI.

36. Lessons of Toyota should be a warning
to all companies
 Reputations that took
decades to build can be
damaged in a short time.
 The organization needs to
be able to respond to
weak signals (problems)
before they become
strong signals.
 As you expand and grow
never lose focus of your
customers.
Toyota drivers have gone from being customers of the company to being wards of
the government. Don’t give loyal brand customers reasons to look at other brands.

37. If you can’t learn the lessons from
others you could leave a lot of nails

38. Marketing is not a science anymore
It’s an art
Some see just a bridge over a
pond while others see a moment
captured on canvas in all its
beauty.
Marketing is nothing but a
platform for art and the
emotional labor that goes with it.

39. Most artists can’t draw
Most artists can’t draw but an artist is someone who uses bravery, insight,
creativity and boldness to challenge the status quo. An an artist takes it
personally.
Seth Godin, Linchpin, 2010

40. About me
Richard Meyer
 My CV http://www.richardameyer.com
 My marketing BLOG http://www.richsblog.com
 MY DTC BLOG http://www.worldofdtcmarketing.com
http://www.twitter.com/richmeyer
http://www.facebook.com/richardameyer
http://www.linkedin.com/in/richardameyer