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It's not just about having a strategy
but it's having a strategy or a content piece that speaks to people's emotions
that speaks to people's motivations and behaviors. It's about seeing the new innovation
that's out there and being the first to test it and do different things with it. But more and more
it's about a
Facebook page
iPhone apps
YouTube channels, Twitter accounts
and product
and stores and brochure-ware - and anything you control
it all comes down to the idea of joining up paid, owned, earned getting them all to work together
and if you can do that, you really can maximise your returns
People don't need marketing. They can and will tune out of anything
that feels like marketing. They know what content they want, what services they want and
they know where they can go to get it and they want it now. 80%
that's the number of company CEOs who believe that they offer people superior customer services
already
64% of customers have switched companies in the past year due to poor service
You've got to make sure that what you're doing is of genuine utility and value for the
person who's using it and not just for the brand.
It's really important to prioritize human experience over technology. We're
thinking about things in terms of entertainment, allowing utility, entertainment, service and meaning to people's lives
You can almost think of brands becoming
an interface through which the lives of real people are actually made better
people want to be make competent decisions
they want to make healthy choices
physicians want to make
better decisions
they want to have
better more successful consults with patients
and our industry
is not
participating
in the level of conversation
that Special K
Weight Watchers, Nike
health insurers
are participating in
we've sidelined ourselves
and we're going to need people
to take more responsibility for their own health
and brands
are going to participate in that in a healthy way
encouraging people and giving them the resources to make those choices
which have that outcome.
'They're following you Runner 5!...'
...the swarm from the car park, they're following you now!' Run!
Zombies Run was really about making a
product that helps
people to do something that they've already want to do. I mean
they already want to get fitter. In this case they already want to run more
but they can't for some reason
normally a motivational reason
It's really important to
talkback
to your community
not just to be responsive, but to really engage them in the process