Distributing Brand Experiences: How to Reach Customers Who Won't Sit Still

© 2008 Critical Mass, Inc. All Rights Reserved

How to Reach Consumers Who Won’t Sit Still

Distributing Brand Experiences


Join the Conversation on twitter.Please include #sitstill in your tweets.

search.twitter.com#sitstill

Scott Shamberg @shamberg

Allyson Hohman @aliho99

Critical Mass @criticalmass


Experiences, we all have them. Hundreds of them. They

define our likes, our loves and our lives. Some

experiences are good, some bad, some are even

questionable, but we care about are the valuable ones

because they happen on OUR terms.

How do you create an extraordinary experience as a

brand? Give consumers the content they want when

they want it. In other words, be ON DEMAND.


Defining “On Demand”:

Consumers expect you to be available whenever they want – the instant provision of service, information or entertainment.

Being equipped with the right messaging in the right place when the consumer chooses to engage is being ON DEMAND.

5© 2009 Critical Mass, Inc. All Rights Reserved


Defining Characteristics

Boomers are idealistic, competitive and question authority. They work to stand out from the crowd and put their own stamp on things

Generation Xers are eclectic, resourceful, self reliant, skeptical and highly adaptive to both change and technology

Millennials are globally concerned, collaborative, realistic, media savvy and environmentally conscious


How Do I Reach Them?

43% of Millennials say they would pay for news and information versus 36% Boomers**

74% of Millennials are more likely to pay attention to a company’s messages if the company has a deep commitment to a cause*

Education + Debt = savvy bargain hunters of Gen Xers

Boomers use of online social network sites has more than quadrupled in the past four years -- from 8% in 2005 to 35% in 2008***

•2007 Cone Millenial Cause Study**Frank N. Magid Associate's Generational Strategy

*** Pew Internet & American Life Projects, December 2008


The creation of an On Demand Framework is essential.


1.0 On demand brands are insightful.

The act or result of apprehending the inner nature of things or of seeing intuitively .Merriam Webster


insightful


2.0 On demand brands are remarkable.

“Half-measures simply won't do. The only way to grow is to abandon your strategy of doing what you did yesterday, but better. Commit.” Seth Godin


remarkable


3.0 On demand brands are valuable.

“Frequent online purchasers are more likely to spend more money at Web sites that offer personalization…”

Cyber Dialogue



4.0 On demand brands are dynamic.

“2.83 million pieces of new content are posted every day…”

Nielsen BuzzMetrics


dynamic


5.0 On demand brands are portable.

“”I'm on a Virgin America plane heading to NYC—with onboard wifi it's like a flying office”

Biz Stone - Twitter


=


6.0 On demand brands are conversational.

“"Online media has transformed into a social and interactive experience, and brands are anxious to target messages to the active consumer audiences that are flocking to these platforms.“

Rob Crumpler, CEO of BuzzLogic



7.0 On demand brands are everywhere.*

“Consumers don’t see the difference between marketing channels. They just see the brand and then use the channel that’s most convenient for them at that time” eMarketer

* Everywhere they need to be


Everywhere


The Foundation of Distributed Experiences

1. Identify marketing objectives

2. Create Opportunity ScoreCM

3. Prioritize touch points via Distribution MapCM

4. Build an activation plan with the right mix of assets

5. Measure and optimize based on consumer behavior


Opportunity ScoreCM

We look at three things:

PenetrationWhat’s the penetration of a channel against the target audience?

PerceptionWhat is the consumer perception of a channel among the target?

PotentialCan we successfully market to them in a particular channel?


Distribution Mapping



Key Takeaways

Start with the customer

Evaluate penetration, perception and potential

Place your bets

Authentic authority

Be flexible


Scott Shamberg, [email protected]

http://www.slideshare.net/CM1234

search.twitter.com#sitstill

Scott Shamberg @shamberg

Allyson Hohman @aliho99

Critical Mass @criticalmass

Business

Distributing Brand Experiences: How to Reach Customers Who Won't Sit Still