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SMITHERY.CO@WILLSH
WHY MAKING THINGS PEOPLE WANTBEATS MAKING PEOPLE WANT THINGS
12.09.2013ADTECHLONDON51.4951° N, 0.2061° WHTTP://RIVETIN.GS/ADTECH2013
JOHN V WILLSHIRE, SMITHERY
SMITHERY.CO@WILLSH
WHAT IS IT YOU ACTUALLY DO...?
SMITHERY.CO@WILLSH
NOW I TELL PEOPLE...
THE LAST THING I DID
THE NEXT THING I’M DOING
SMITHERY.CO@WILLSH
THE LAST THING I DIDMONDAY 9TH SEPTEMBER 2013
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WHY AM I HERE?
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ISN’T IT QUITE FAR AWAY FROM PHD MEDIA?
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WHAT IS MEDIA NOWADAYS?
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MEDIA IS A VEHICLE FOR KNOWLEDGE
CESAR HIDALGO, MIT MEDIA LAB
“
”
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MEDIA IS THE CONNECTIVE TISSUE
OF SOCIETYCLAY SHIRKY, NYU
“
”
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MEDIA IS HYBRID JUST LIKE BUILDINGS, DEVICES,
SPACES, EVENTS ETC
NOTHING IS ALL-DIGITAL ANY MORE THAT IT’S ALL-PHYSICAL
DAN HILL, FABRICA
“
”
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MEDIA NOW STARTS AT PRODUCT CREATION
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“WORK OF”
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“GOODS MADE”
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MARKETING HAS BECOME ADVERTISING MANAGEMENT
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IT’S HARDLY A NEW PROBLEM
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“ THE PRINCIPAL TASK OF THE MARKETING FUNCTION…
SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK
SMITHERY.CO@WILLSH
“ THE PRINCIPAL TASK OF THE MARKETING FUNCTION… IS NOT SO MUCH TO BE SKILFUL IN MAKING THE CUSTOMER DO WHAT SUITS THE INTERESTS OF THE BUSINESS
SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK
SMITHERY.CO@WILLSH
“ THE PRINCIPAL TASK OF THE MARKETING FUNCTION… IS NOT SO MUCH TO BE SKILFUL IN MAKING THE CUSTOMER DO WHAT SUITS THE INTERESTS OF THE BUSINESS AS TO BE SKILLED IN CONCEIVING AND THEN MAKING THE BUSINESS DO WHAT SUITS THE INTERESTS OFTHE CUSTOMER “
SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK
SMITHERY.CO@WILLSH
“ THE PRINCIPAL TASK OF THE MARKETING FUNCTION… IS NOT SO MUCH TO BE SKILFUL IN MAKING THE CUSTOMER DO WHAT SUITS THE INTERESTS OF THE BUSINESS AS TO BE SKILLED IN CONCEIVING AND THEN MAKING THE BUSINESS DO WHAT SUITS THE INTERESTS OFTHE CUSTOMER “
SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK
JOHN MCKITTERICK, GE, 1957
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“HAS MARKETINGFAILED, OR WAS IT NEVER REALLY TRIED?”
1985 PAPER BY STEPHEN KING, JWT
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FOUR MARKETINGROUTES TO FAILURE...
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THRUSTMARKETING1
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mark
etin
g MARKETINGDEPARTMENTMARKETING2
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ACCOUNTANT’SMARKETING3
JANUARY DECEMBER
PAYBACK
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FORMULA MARKETING4
success = x Yz+
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FOUR ESSENTIAL ASPECTS OF REAL MARKETING
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START WITHTHE CUSTOMER1
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WORKINGOVER TIME2
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USING ALLRESOURCES3
CEO
marketing
manufacturing
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INNOVATION4CREATIVITY THAT DELIVERS VALUE
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ALL DEEPLY LINKED TO PRODUCT
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YET CURRENTLY, MARKETING IS FAILING
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PEOPLE WOULD NOT CARE IF 70% OF BRANDS DISAPPEAREDHAVAS MEDIA MEANINGFUL BRAND STUDY, 2012
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PEOPLE WOULD NOT CARE IF 73% OF BRANDS DISAPPEAREDHAVAS MEDIA MEANINGFUL BRAND STUDY, 2013
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BRANDS ARE IN BAD SHAPE.
LITERALLY.
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THE MODERN BRAND ISLIKE A BITTORRENT FILE
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IMPOSSIBLE FOR ANY ONE MIND TO CONCEIVE...
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@TOBYBARNES
“MARKETING IS WORLD BUILDING.
WITH UNLIMITED BANDWIDTH WE CAN NOW SHOW YOU THE WORLD.”
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TRADITIONAL BRANDS ARE THE WORST MODERN BRAND BUILDERS
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“LIKE YACHT RACING, MODERN MARKETS ARE AN ENVIRONMENT DEFINED SOLELY BY THE POSITION OF THE COMPETITORS, RATHER THAN BY ANY ABSOLUTE GEOGRAPHY”
JOHN CRONK, 2001
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MARKETING WAS THE VENDÉE GLOBE
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THE BIG BOATS CAN’T SEEALL THE LITTLE BOATS
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YOUR TONE OF ACTION IS WHAT ATTRACTS PEOPLE
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MODERN ECONOMICS:
THE VALUE OF A THING IS DETERMINED BY
WHAT ONE IS WILLING TO GIVE UP TO OBTAIN
THE THING
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THE LABOUR THEORY OF VALUE
THE VALUE OF SOMETHING IS DETERMINED BY THE LABOUR THAT WENT INTO ITS PRODUCTION
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PERHAPS THERE’S A LABOUR THEORY OF BRAND VALUE*
*IT MIGHT NEED A BETTER NAME
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FIELD NOTES
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£0.99 £3.33PER PADPER PAD
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“MARKETING IS WORLD BUILDING. WITH UNLIMITED BANDWIDTH WE CAN NOW SHOW YOU THE WORLD.”
@TOBYBARNES
SMITHERY.CO@WILLSH
SMITHERY.CO@WILLSH
LABOUR THEORY OF BRAND VALUE:YOU HAVE TO MAKE EVERYTHING WITH THE INFINITE CANVAS OF THE INTERNET IN MIND
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WE’D RATHER BUY THIS WORLD...
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...THAN THIS WORLD
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MARX WAS HALF RIGHT...
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IT’S NOT ABOUT THE MEANS OF PRODUCTION
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IT’S ABOUT THE MEANING IN PRODUCTION
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THERE’S A FOLKSY AND A FIELDNOTES FOR EVERY MARKET, EVERY PRODUCT, EVERY SERVICE
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SO WHAT SHOULD WE DO?
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COOPERATION
COMPLEXITY
FRAGMENTATION EXPERIMENTATION
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EMBRACE THE GRANULARITY OF EVERYTHING YOU’VE EVER DONE
FRAGMENTATION
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IT COULD BE BLENDING EVERYTHING YOU DO NOW WITH A RICH TAPESTRY OF YOUR PAST...
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OR IT COULD BE SHOWING EVERYONE EVERYTHING YOU DO TO MAKE THEIR THING...
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break it back
break throug
h
IT’S ALL ABOUT PEOPLE, AND WHAT THEY DO TOGETHER TO MAKE GREAT THINGS HAPPEN
COOPERATION
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YEP.
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HAVING LOTS OF PEOPLE IN A COMPANY MAKES IT EASY...
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OWNING LOTS OF BRANDS MAKES IT HARD
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DON’T CONSOLIDATE. FRAGMENT BY SECTOR,PRODUCT, COUNTRY, REGION...
COMPLEXITY
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THERE IS NO “ONE SIZE FITS ALL” IN YOUTUBE
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WITH THE RIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING...
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SMITHERY.CO@WILLSH
EXPERIMENTATIONSHOW PEOPLE THE FUTURE YOU WANT TO LIVE IN WITH THEM
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SMITHERY.CO@WILLSH
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YOU HAVE TO GIVE UP SOMETHING FOR EACH OF THESE...
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PERFECTIONISM
FRAGMENTATION
CONTENT
GIVE UP
TO EMBRACE
SWAP IT FOR
SMITHERY.CO@WILLSH
COOPERATIONGIVE UP
CONTROL
TO EMBRACE
SWAP IT FORCOMMUNITY
SMITHERY.CO@WILLSH
GIVE UP CONSOLIDATION
TO EMBRACECOMPLEXITY
SWAP IT FORSPEED
SMITHERY.CO@WILLSH
GIVE UP KNOWING
TO EMBRACEEXPERIMENTATION
SWAP IT FORLEARNING
SMITHERY.CO@WILLSH
THE NEXTTHING I’M DOING
SMITHERY.CO@WILLSH
THANK YOUJOHN V WILLSHIRE
HTTP://SMITHERY.CO@WILLSH
JOHN@SMITHERY.CO
ARTEFACT CARDS - HTTP://SHOP.SMITHERY.CO
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