Marketers are Curators

0dc74efae395bcf3fb2cd70d22cc6e4f?s=47 Thomas Escher
December 23, 2016

Marketers are Curators

Marketing is becoming honest. About time. Gone are the days where egocentric know-it-alls with theatrical messages only ever followed one goal: to sell. Present-day marketing curates customer problems and translates them into desirable products. Wishful thinking based on marketing theory? Or a feasible approach? A field test.

0dc74efae395bcf3fb2cd70d22cc6e4f?s=128

Thomas Escher

December 23, 2016
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  1. W H E R E ’ S T H E

    P R O B L E M ? Thomas Escher Co-Founder — www.whytes.co @noprescher Marketers are Curators W W W . W H Y T E S . C O
  2. None
  3. 'Advertising is based on one thing: happiness.' —Don Draper

  4. 4 The right Perspective / Customer- vs. Product-Centric Approach Product

  5. 5 The right Perspective / Customer- vs. Product-Centric Approach Product

    Centricity Why my product is so important to buy? Product
  6. 'You affect the world by what you browse.' —Tim Berners-Lee

  7. 7 The right Perspective / Customer- vs. Product-Centric Approach Product

    Centricity Why my product is so important to buy? Product Consumer
  8. 8 The right Perspective / Customer- vs. Product-Centric Approach Customer

    Centricity How can I improve my customers life? Consumer Produkt Produkt Produkt Produkt Service Service Service Service Product Centricity Why my product is so important to buy? Product
  9. Making products for your customers is surely far more efficient

    than finding customers for your products. — Seth Godin: Author, Entrepreneur, Marketer
  10. 10 Lego & Ritter Sport / Make Products for and

    WITH your Customers Lego Ideas: Stone on stone to a collaborative brand community — since 2011. https://ideas.lego.com
  11. 11 Lego & Ritter Sport / Make Products for and

    WITH your Customers Lego Ideas: Stone on stone to a collaborative brand community — since 2011. https://ideas.lego.com Sortenkreation: Community- driven, democratic product development — since 2015. www.ritter-sport.de/sortenkreation
  12. 12 Lego & Ritter Sport / Make Products for and

    WITH your Customers Lego Ideas: Stone on stone to a collaborative brand community — since 2011. https://ideas.lego.com Sortenkreation: Community- driven, democratic product development — since 2015. www.ritter-sport.de/sortenkreation
  13. Are modern Marketers therefore merely the string-puppets of their customers?

  14. Are modern Marketers therefore merely the string-puppets of their customers?

    Not at all. They are rather curators of ideas, translators of features and providers of utility to bond with their loyal customer-base.
  15. None
  16. How can we help you? 16 The L.U.S.T.-Principle / How

    can we help you? Consumer
  17. 17 The L.U.S.T.-Principle / How can we help you? L.isten

    Listen, ask and convers with your potential target audience
  18. 18 The L.U.S.T.-Principle / How can we help you? L.isten

    Listen, ask and convers with your potential target audience U.nderstand their pain points, concerns and desires and weigh them in with your strategy
  19. 19 The L.U.S.T.-Principle / How can we help you? L.isten

    Listen, ask and convers with your potential target audience U.nderstand their pain points, concerns and desires and weigh them in with your strategy S.ystemize / Translate what you know. In other words: Start connecting the dots
  20. 20 The L.U.S.T.-Principle / How can we help you? L.isten

    Listen, ask and convers with your potential target audience U.nderstand their pain points, concerns and desires and weigh them in with your strategy S.ystemize / Translate what you know. In other words: Start connecting the dots T.ell / Market your co-created product and start listening again so you know where to iterate
  21. APPLYING THE

  22. Munich 2009 New York 'Big lights will inspire you'

  23. SUITCASE You are running out of these white T-Shirts. Press

    for more
  24. Search Feeling Lucky

  25. “white T-Shirt” Search Feeling Lucky

  26. 10.700.000 — Google results for: "white T-Shirt"

  27. 27 Status Quo / Bulky, Unfitting & Cheap Rags.

  28. 28 Status Quo / Bulky, Unfitting & Cheap Rags.

  29. 29 Status Quo / Bulky, Unfitting & Cheap Rags.

  30. 30 Status Quo / Bulky, Unfitting & Cheap Rags.

  31. 31 Status Quo / Bulky, Unfitting & Cheap Rags.

  32. 32 Customer Expectation / Well Fitted. Premium. T-Shirt.

  33. None
  34. Marketing (digital) Product Development Fashion Sales Fashion Design

  35. whytes PERFECT WHITE T-SHIRT

  36. What does the perfect white T-Shirt look like for you?

    We put this simple question to 379 Fashion Enthusiasts, mostly Bloggers, around the globe — and got pleeeenty of answers.
  37. What does the perfect white T-Shirt look like for you?

    Needs to be a Slim Fit Style Mid-length Slim Cut Sleeves Must not Shrink at all Needs to stay white throughout its Lifetime Should be wearable as Under- & Stand- alone Shirt Needs to be super soft, premium Fabric
  38. Well. Fitted. Premium. Soft like a Feather. Slim Fit Style.

    Luxurious Fabric. Handmade in Germany.
  39. 150+ Fittings in Munich's English Garden.

  40. It's not about the T-Shirt. It's about the Story.

  41. Customers don't buy shoes from TOMS, they buy a story.

    — Blake Mycoskie, Founder of TOMS shoes
  42. » 379 Co-Creators around the World » Handmade in Germany

    » Own Sizes / Grading: 10 Sizes available per Style » English Garden Munich: Measurement Promotion
  43. Iterate & Repeat. The Perfectionizer.

  44. Is there a better job than working as the well

    paid help of your loyal customer fan base? 44 Looking for your dream Job? / Start helping your Customers
  45. 45 Questions? / Touch base. Any time. Thomas Escher Co-Founder

    www.whytes.co thomas@whytes.co @noprescher Nadia Botzenhard Co-Founder www.whytes.co nadia@whytes.co @nadiaBotzi