Ad Men are Dead Men

During the golden days of national billboard campaigns, lavishly produced TV-spots, and excessive oyster martini lunches, advertisements were all about one thing: selling. Luckily, those days are over for good. In today’s marketing business it’s all about delivering product value and functionality – making things people want, rather than making people want things.

Transcript

1. AD MEN ARE DEAD MEN. Promotion sucks. Utility Rules.
2. 2 IT'S TOASTED
3. 3 'Advertising is based on one thing: happiness.' —Don Draper
4. 4 'Advertising is based on one thing: utility.' —Thomas Escher
5. Post Advertising Era
6. Post Advertising Era Why?
7. - Unsaturated markets - Mass media - Gullible consumer 'The Golden 60s'
8. - Unsaturated markets - Mass media - Gullible consumer - Saturated markets - Diversified media - Mature consumer 'The Golden 60s' 'The Digital Age'
9. - Saturated markets - Diversified media - Mature consumer 'The Digital Age' What can I sell to my potential consumer? Enterprise
10. Vertikale & horizontale Integration Enterprise Prod. Stage Extension Prod. Stage Extension - Saturated markets - Diversified media - Mature consumer 'The Digital Age'
11. Vertikale & horizontale Integration Enterprise Prod. Stage Extension Prod. Stage Extension Brand Extension Brand Extension - Saturated markets - Diversified media - Mature consumer 'The Digital Age'
12. Vertikale & horizontale Integration Unternehmen Prod. Stage Extension Prod. Stage Extension Brand Extension Brand Extension How can I help my potential consumer? Consumer
13. Consumer Produkt Produkt Produkt Produkt Service Service Service Service Digital Integration Vertikale & horizontale Integration Unternehmen Prod. Stage Extension Prod. Stage Extension Brand Extension Brand Extension
14. 14 Digital Integration / The Nike Showcase
15. 15 Digital Integration / The Nike Showcase
16. 16 Digital Integration / The Nike Showcase
17. 17 Digital Integration / The Nike Showcase
18. 18 Digital Integration / The Nike Showcase
19. 19 Digital Integration / The Nike Showcase
20. 20 Digital Integration / The Nike Showcase
21. 21 Digital Integration / The Nike Showcase
22. 22 Digital Integration / The Nike Showcase STUDIO
23. 23 Digital Integration / The Nike Showcase STUDIO
24. 24 Digital Integration = Brand Ecosystem of Value Brand Ecosystem
25. 25 Digital Integration / Advantages at a glance Brand Ecosystem continuous dialog with the target gourp targeted communication increasing organic traffic decreasing campaign costs increasing ROC's and ROI's continuous user interaction enhancing product portfolio more valuable brand experience
26. 26 Digital Integration / Further Examples 'Mobile Farm Manager' 'Crashed Ice' » » John Deer's iOS based service lets you perform crucial tasks regarding the maintanance of your soil quality, the access to interactive farm maps or the run of reports that’ll give you exact direc- tions on how to fertilize particular fields. » » Crashed Ice is a real live ice skating contest sponsored by Red Bull. Its name-sake Kinect game offers the possibility to participate in a digital version of the contest – handing over a tangible brand experience to potential buyers.
27. Post Advertising Era Implications for the communication industry?
28. 28 The 60s, 70s and 80s / Creative Ideas & Professional Execution CREATE EXECUTE
29. 29 The 90s und 2000s / Storytelling as universal remedy CREATE NARRATE EXECUTE
30. 30 Advertising Era / Kurzfristiges Kampagnen Level Advertising Era Werbung / kurzfristiges Kampagnenlevel CREATE NARRATE EXECUTE
31. 31 Post Advertising Era / Systematisch intergrativer Ansatz Post Advertising Era Wechselseitig verknüpfte digitale Services CREATE NARRATE SYSTEMIZE EXECUTE Advertising Era Werbung / kurzfristiges Kampagnenlevel
32. 32 Digitale Integration / Verwobenes Ecosystem NARRATE SYSTEMIZE EXECUTE CREATE Digitale Intergration ist die sys- tematische Entwicklung von Marken-Ökosystemen durch die intelligente Verknüpfung digitaler Services, Owned Media Plattfor- men
33. 33 The Agency of the Future Madison Ave meets Silicon Valley Silicon Valley Madison Ave
34. Post Advertising Era What does that mean for Marketers?
35. 35 Digital Integration / Implications for Marketers How can I help my client? » » Digital integration abandons the classic approach of adverti- sing campaings supposed to sell but rather sets its focus on sustainable and client-centered needs.
36. 36 Digital Integration / Implications for Marketers How can I help my client? » » Digital integration abandons the classic approach of adverti- sing campaings supposed to sell but rather sets its focus on sustainable and client-centered needs. Products & Services » » Launch von integrierten Pro- dukten und Services anstelle von vertikaler und horizon- taler Integration
37. 37 Digital Integration / Implications for Marketers How can I help my client? » » Digital integration abandons the classic approach of adverti- sing campaings supposed to sell but rather sets its focus on sustainable and client-centered needs. Products & Services Sustainable Brand Ecosystem » » Launch von integrierten Pro- dukten und Services anstelle von vertikaler und horizon- taler Integration » » Digital integration systemizes and develops sustainable brand- ecosystems supporting repeat sales for years to come.
38. 38 Auf eine spannende Diskussion What do ya think?
39. 39 Thx grasundsterne // Thomas Escher Werbeagentur und Corporate Publishing GmbH Kapuzinerstr. 9 80337 München E thomas.escher@grasundsterne.de T +49 (0)89 720169 208 T @noprescher Die ganze oder teilweise Nutzung und/oder Veröffentlichung der Inhalte sowie eine Weitergabe an Dritte ist nicht gestattet. © 2014