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The Patron Paradox: The #1 Tequila Still Has Something to Prove, Adrian Parker, Social Fresh Conference 2015.

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The Patron Paradox: The #1 Tequila Still Has Something to Prove, Adrian Parker, Social Fresh Conference 2015.

  1. 1. @adriandparker
  2. 2. @adriandparker@adriandparker@adriandparker
  3. 3. @adriandparker@adriandparker@adriandparker@adriandparker
  4. 4. @adriandparker@adriandparker
  5. 5. @adriandparker@adriandparker
  6. 6. @adriandparker
  7. 7. @adriandparker
  8. 8. @adriandparker 1. Share a Patrón fact, photo or deep thought from today 2. Mention @Patron 3. The 9 most spirited Tweeters get the goods
  9. 9. $81B (#3) $45B $19B (#29) $66B SOURCE: Forbes 2015 | Interbrand 2015 @adriandparker
  10. 10. Grow Guard Share Store Reward Focused Risk Focused “Ours” “Mine” @adriandparker Release Police
  11. 11. @adriandparker #patron#patronworthy
  12. 12. @adriandparker
  13. 13. @adriandparker
  14. 14. @adriandparker
  15. 15. SocialExExpress @adriandparker
  16. 16. @adriandparker ARCHITECTURE Outsource your thinking, not your decisions. Brilliance isn’t briefed, it’s discovered. Keep at least 50% of your content & community work internal. Hire slow. Fire fast. Give social homework assignment to each job candidate. Before hiring.
  17. 17. @adriandparker Live below your means Create a back-up budget that keeps your social business running on 75% of your annual spend. Hide your innovation budget. Trust no one. Keep 10%+ unallocated for new opportunities. BUDGETS
  18. 18. @adriandparker What can I do that my competition can’t? If they can do it, it’s not a strategy - it’s just a campaign. No one reads your social scorecard Measure required investment & outcomes of new projects using a business scorecard without social metrics. STRATEGY
  19. 19. @adriandparker Lazy marketer’s guide to content planning 1. What are the top 10 questions people have about my product? 2. How do people use my product? 3. What are they passionate about? 4. Listen 5. Repeat CONTENT
  20. 20. @adriandparker Send a daily report. Daily. Inform the engaged and disarm the ignorant. Data is pimp. Measure your irrelevance Track the % of unbranded mentions in your vertical or industry. CULTURE
  21. 21. @adriandparker
  22. 22. @adriandparker

Notas do Editor

  • Company
    Product
  • Company
    Product
  • PLAY VIDEO: IMG_9253
  • VIDEO EMBEDDED: IMG_9253
  • Company
    Product
    Bottle
    Hacienda
    People
    Social
    Customers

    7/10 bottles of premium tequila say Patrón
    95% brand awareness, 83% convert to regular consumption, 73% recommend
    #1 SOV with no channels
    Rated #4 Most Trusted Brand in the World by Entrepreneur Mag, just behind & In N Out Burger (ahead of Apple, Ritz, Benz, Nordstrom)
  • Small batch – large scale
    Handcrafted – mass distro
    Big brand – small company
    Premium position – Inefficient Process
    Mexican Made – American Admired
  • http://www.forbes.com/powerful-brands/list/#tab:rank
    http://bestglobalbrands.com/2014/ranking/
  • PLAY VIDEO: Patrón AdWeek_Lee Applbaum

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