is new advertising really new?
TRANSCRIPT
IS NEW ADVERTISING REALLY NEW?
QUICK, WHAT ARE THE WORDS & IMAGES WHICH COME TO YOUR MIND AS YOU SEE THESE?
A BRAND IS A COLLECTION OF THOUGHTS AND FEELINGS IN THE MIND OF THE CONSUMER
THOUGHTS AND FEELINGS ARE DRIVEN BY MARKETING: PRODUCT EXPERIENCECOMMUNICATION EXPERIENCE
WORD-OF-MOUTH
A recent development:
the shiny new toy syndrome.
Everything’s changed! Unlearn everything you’ve learnt!
THE FUNDAMENTAL PRINCIPLES OF MARKETING & COMMUNICATION HAVE & WILL REMAIN THE SAME FOREVER.
BECAUSE HUMAN BEHAVIOUR & INSTINCTS HAVE NOT CHANGED IN MILLIONS OF YEARS.
‘IT IS FASHIONABLE TO TALK ABOUT CHANGING MAN. A COMMUNICATOR MUST BE CONCERNED WITH UNCHANGING MAN, WITH HIS OBSESSIVE DRIVE TO SURVIVE, TO BE ADMIRED, TO SUCCEED, TO LOVE, TO TAKE CARE OF HIS OWN’.
Bill Bernbach, ad guru
SETTING THE CONTEXT
NOBODY READS ADS. PEOPLE READ WHAT INTERESTS THEM. SOMETIMES IT’S AN AD.
Howard Gossage, ad pro 1950s
SETTING THE CONTEXT
PEOPLE READ, WATCH, LISTEN TO, ‘CONSUME’ WHAT INTERESTS THEM. SOMETIMES IT’S CONTENT FROM BRANDS.
Howard Gossage, 2017 - gently turning in his grave.
SETTING THE CONTEXT
SAYING, NOT RECEIVING
BRAND COMMUNICATION THEN
BRAND INTERACTION - BUT STILL INTERRUPTION, INWARD LOOKING -FROM THE BRAND
INTERNET ERA
TODAY, IT’S ALL ABOUT BRAND ACTION DOING SOMETHINGRELEVANT, USEFUL, ENTERTAINING ANDCONSUMERS [HOPEFULLY] TALKING ABOUT IT & SHARING.
SETTING THE CONTEXT
WHAT’S CHANGED?
1. The laundry list of platforms for brand presence has grown
2. Lot more clutter
3. Time poor consumer who is a lot more skeptical of marketing
4. From the consumer POV: it is easier to create, comment, share, ignore
THE FUNDAMENTALS WHICH ARE STILL RELEVANT TODAY
1. BRING THE PRODUCT STORY ALIVE
2. BE OF SOME VALUE.
VALUE = UTILITY, ENTERTAINMENT, GUIDE, COMPANION, GURU…
CONSUMERS ENGAGE WITH BRANDS THAT GIVE THEM SOMETHING IN RETURN.
THEN
NOW
NOW
PROLIFIC. CONSISTENT. USEFUL. GIVING, EXPECT ALMOST NOTHING IN RETURN
CONTENT DOESN’T COMPETE WITH ADVERTISING. IT COMPETES WITH POP CULTURE.
David Shing, AOL
THE FUNDAMENTALS
DON’T ADD TO THE NOISE.
90%OF CONTENT OUT THERE IS MEDIOCRE TO BAD.
THE CULPRIT: A CHECK-BOX APPROACH.
3. APPEAL TO THE BASIC HUMAN INSTINCTS
NOW
4. BE SEEN AT THE RIGHT PLACES.
5. USE THE UNIQUE STRENGTHS OF MEDIUM OR A PLATFORM TO YOUR ADVANTAGE
5. USE THE UNIQUE STRENGTHS OF MEDIUM OR A PLATFORM TO YOUR ADVANTAGE
CRAVENDALE (MILK) & FACEBOOK
▸ Television & YouTube created an engaging story around cats who steal milkmen
▸ The company site promoted the goodness of milk with nutritional facts
▸ The advertising character, Bertrum Thumbcat was used to create a Facebook page
▸ The ‘cho chweet’ effect at work; carefully crafted copy
OUTDOOR
A PIZZA BOX
A COASTER
HOW DOES ALL THIS WORK IN THE NEW SCREENS?
MOBILE: THE LATEST FRONTIER
▸ The most personal device ever: implications - getting the context right, personalisation which is relevant are critical factors
▸ How can you be useful, relevant in micro-moments?
▸ Not a one-size-fits-all approach: a fashion brand might need a mobile app; a beverage brand may need a mobile game maybe
ENTERTAINMENT INFORMATION, ONE TIME
INFORMATION, REPETITIVE PRODUCTIVITY, KNOWLEDGE
PUSH NOTIFICATIONS
6. INSIGHTFUL COMMUNICATION HAS BETTER CHANCE OF BREAKING THROUGH CLUTTER, STRONGER CONNECT
insight |ˈɪnsʌɪt|
noun
‘An insight is a penetrating observation about consumer behaviour that can be applied to unlock growth’
AN EXAMPLE FROM A TRADITIONAL CONSUMER GOODS BRAND
SNICKERS. THE INSIGHT: IN-BETWEEN MEAL HUNGER MAKES US IRRITABLE AND ACT OUT OF CHARACTER.
YOU ARE NOT YOU WHEN YOU ARE HUNGRY.
#hungrymistakesThe idea: create installations which have obvious ‘faults’ in them alongside the brand message
THE ESSENCE
LESSONS
▸ Consumer insight driven communication which is entertaining, memorable manner
▸ An idea which can be expressed differently across platforms - using that platform’s inherent strengths
▸ From saying to ‘doing’
REFERENCE/READ LATER
SOME GREAT WORK FROM THESE BRANDS IN THE ‘NEW ADVERTISING’ SPACE
1. GE
2. Procter & Gamble: Old Spice, Whisper
3. Stanford Business
LEAD GENERATION LOYALTY
BRAND PREFERENCE
CONTENT
IN SUM
THE SIX EVERGREEN MANTRAS
1. Bring the product story alive
2. Be of some value
3. Appeal to the basic human instincts
4. Be seen at the right places
5. Use the unique strengths of medium or a platform to your advantage
6. Insightful communication has better chance of breaking through clutter, stronger connect
THANK YOU
@BHATNATURALLY
WWW.BHATNATURALLY.COM