the next round and the last call: creating connectedness with lifestyle and passion brands -...

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Few brands stir as much passion and connection as spirits brands. These brands evoke memories, prompt good times, and live in moments of connection, and they have for hundreds of years. Today, the biggest and most compelling advances in technology are falling directly into the world of spirits brands, as people become more connected to information, content, and (most importantly) one another. This session will explore how successful spirits brands like Jim Beam and Maker's Mark are using digital to build connected brands -- or closer relationships with their audiences. This session explored: The last call: What are some of the marketing methods that brands need to move away from? The next round: How are innovators using digital to build connected brands? What mix of strategy, technology, and media is correct? For more information please visit www.icrossing.com.

TRANSCRIPT

last call &next round

creating connections with lifestyle brands

Thursday, October 18, 2012

last call &next round

creating connections with lifestyle brands

Thursday, October 18, 2012

Thursday, October 18, 2012

partners in connecting consumers and brands

Thursday, October 18, 2012

Thursday, October 18, 2012

GOOD NEWS.

* Neilsen reports strong sales through 2012

bourbon isstrong*

Thursday, October 18, 2012

Distrust of traditional media ad types is ridiculously high.

Consumers who “don’t trust” ad formats

Thursday, October 18, 2012

text ads product placement radio tv magazines0%

20%

40%

60%

80%

Distrust of traditional media ad types is ridiculously high.

Consumers who “don’t trust” ad formats

Thursday, October 18, 2012

sell relationships.

Thursday, October 18, 2012

sell relationships. then sell products.

Thursday, October 18, 2012

Thursday, October 18, 2012

Last Call

what we can’t do anymore

Next Round

what we will do more of

Thursday, October 18, 2012

Thursday, October 18, 2012

focusing solely on fan growth

communicating on our time

providing un-relevant content

executing without a strategy

Last Call

Thursday, October 18, 2012

jumping on every platform…just to be

there

Last Call

Thursday, October 18, 2012

jumping on every platform…just to be

there

Last Call

Thursday, October 18, 2012

Next Round

develop social media and channel support strategy

create stories

execute with excellence

Thursday, October 18, 2012

develop a channel strategy

Thursday, October 18, 2012

elevate Beam to the masses in ways fans individually identify

develop a channel strategy

Thursday, October 18, 2012

elevate Beam to the masses in ways fans individually identify

enable consumers to find and discover your

brand stories

develop a channel strategy

Thursday, October 18, 2012

elevate Beam to the masses in ways fans individually identify

enable consumers to find and discover your

brand stories

engage and reward loyalists with direct

dialogue

develop a channel strategy

Thursday, October 18, 2012

elevate Beam to the masses in ways fans individually identify

enable consumers to find and discover your

brand stories

engage and reward loyalists with direct

dialogue

maintain video consistency by

housing content

develop a channel strategy

Thursday, October 18, 2012

elevate Beam to the masses in ways fans individually identify

enable consumers to find and discover your

brand stories

engage and reward loyalists with direct

dialogue

maintain video consistency by

housing content

provide details for all whiskey consumers

develop a channel strategy

Thursday, October 18, 2012

elevate Beam to the masses in ways fans individually identify

enable consumers to find and discover your

brand stories

engage and reward loyalists with direct

dialogue

maintain video consistency by

housing content

provide details for all whiskey consumers

keep brand advocates interested and

In the Noe

develop a channel strategy

Thursday, October 18, 2012

Thursday, October 18, 2012

Last Call

mass communication in limited markets

talking only to our loyalists

constantly custom and varied messaging

Thursday, October 18, 2012

next round

consistent messaging &

broader reach

hyper targeted messaging

betting on social media

experimentation and measurement

Thursday, October 18, 2012

threetake aways

Thursday, October 18, 2012

threetake aways

Thursday, October 18, 2012

threetake aways

it’s not about the media we bought but about the relationships we form.

Thursday, October 18, 2012

threetake aways

it’s not about the media we bought but about the relationships we form.

content is the lifeblood of providing customer value

Thursday, October 18, 2012

threetake aways

it’s not about the media we bought but about the relationships we form.

content is the lifeblood of providing customer value

don’t view “digital” monolithically, but rather built a cohesive and integrated

channel plan

Thursday, October 18, 2012

? !Thursday, October 18, 2012

Thursday, October 18, 2012

thanks!Thursday, October 18, 2012

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