The next evolution of marketing

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The Next Evolution of MarketingConnect with your customers by marketing with meaning

By Bob Gilbreath

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Content

1. Introduction1. The search for Meaning2. Going to Marketing with Meaning

2. Marketing with Meaning

3. How to implement it in your business

4. Putting it all together: Diabetes Control for Life

5. Conclusion

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1. IntroductionThe search for Meaning

1. It’s everywhere & it’s intrusive2. It’s irrelevant & it’s offensive3. Permission + technology = a whole new world4. The people vs. meaningless marketing5. Content is king6. “Going digital” isn’t enough

Current situation

Marketer Consumer

Creating campaigns ignoring/actively avoiding interruptive advertising

Why traditional

marketing is meaningless

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1. IntroductionWhat marketing with meaning can do for you

True marketing with meaning has 2 consistent traits:

1. It’s marketing that people choose to engage with Creating something that people find is worthy

of their time & attention2. It’s marketing that itself improves people’s lives

Meaning = personal

value

To create meaningful marketing, you must first determine what makes people tick – what is important to them & what do they aspire to

New marketing modelThe Hierarchy of Meaningful Marketing

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Content

1. Introduction

2. Marketing with Meaning1. The model explained2. Meaningful Solutions3. Meaningful Connections4. Meaningful Achievements



5. Conclusion

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2. Marketing with MeaningThe model explained

Both brands & people seek higher meaning

Equity

Character

Values

Benefits

Attributes

Self-actualisation

Love/Belonging

Safety

Physiological

Brands seek higher meaning People seek higher meaning

Interruption

“Tell & Sell”

A New Model

“Marketing with Meaning”

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2. Marketing with MeaningThe model explained

The Hierarchy of Meaningful Marketing = consumers’ higher-level needs + corresponding brand features

3 tiers of marketing that are increasingly meaningful to consumers

AchievementHelp me improve myself, my family and the world

ConnectionCreate entertaining

experiences that I can share with others

SolutionProvide valuable

information, incentives & services

Covers basic household needs & benefits (e.g. money savings & hard rewards for purchase)

Step toward building a bonding relationship. Providing benefits beyond the basics of information to include something tha is of deeper importance (e.g. social outlets)

Allow people to significantly improve their lives, realize a dream or positively change their community & their world

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2. Marketing with MeaningMeaningful Solutions

= relevant, appearing when & where people are receptive to receiving itMeaningful solutions meet survival needs with straightforward benefits & information

Solution marketing

• Free samples: let the product sell itself• How loyalty begets loyalty• Find new ways to meet people’s needs

• Provide answers to important questions

• Don’t forget the product info• Help them make the right purchase• The need to “track” is limitless• Delivering on the “second moment of

truth”• How saying you’re sorry can equal

sales• Solve the customer’s problem, even at

the expense of your sales

“Give me extra incentives & services”

“Give me the information I’m looking for”

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2. Marketing with MeaningMeaningful Connections

Forge an important bond between brands & potential customersGoing beyond providing incentives & information to create a significant value-added relationship with target consumers

Meaningful connections

• A moving picture is worth 1,000 words• The next evolution of games• Even brands that sell entertainment

must entertain

• Turn your brand into a tourist attraction• Enhancing consumer satisfaction by

blurring product development & mkt• Creating meaning through partnerships

“Entertain me” Create an experience

• Do-it-themselves advertising• How personalization inspires motivation• Enlist a crack team of designers for free

“Give me a creative outlet” “Help me connect socially”

• Improve the value equation• Build loyalty with a niche fan base• Provide better service at lower cost• Spread positive WOM• Gain insights for upgrades & launces

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2. Marketing with MeaningMeaningful Achievements

Create marketing that significantly improves customers’ livesHelps people realize their dreams or enables them to positively change their community or their world

Meaningful achievements

• Help support meaningful lifestyle goals• Teach a skill, change a life

• E.g. Canon & National center for Missing & Exploited Children

“Improve me”

“Improve my family”

• E.g. American Express & the Statue of Liberty

• The cause supports the brand back• Commit for the long hail• Provide benefit even without purchase• Make it part of the company culture• The brand becomes a cause

“Improve my world”

Graduation to greatness

• Keep you promises• Actions speak louder than words• Don’t jump on a crowded bandwagon• Expect backlash but keep the high

ground

Prepare for the worst when you’re doing your best

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Content

1. Introduction




5. Conclusion

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3. How to implement marketing with meaning in your business

Measure, adjust & keep growing

• Measuring engagement

• Measuring meaning• Measuring business

results• Leveraging

meaningful marketing into long-term success

Ideate, rank, liftoff

• Generating meaningful ideas

• Developing testable concept statements

• Is research useful?• Execute with

excellence• Meaningful content –

to create or license?

Discover what interests people

• How does your target consumer respond to marketing?

• Conducting the right research

• Nailing the insight for meaningful marketing

What do you want to accomplish?

• Target the right customer

• Near-term objectives promise long-term results

• Design strong marketing objectives

• Aim for long-term equity building

• Selling marketing with meaning to your organization

1 2 3 4

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Content

1. Introduction




5. Conclusion

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Glucerna = brand that was launched to meet the nutritional needs of people with diabetes

• product line: meal replacements, snack shakes, snack bars and cereal

• Key benefits: it’s designed to meet the health needs of people with diabetes, taste great & not increase their blood sugar

• Awareness: good within the diabetes community, but people struggle with how, when & why to use the product to manage their disease

• Marketing efforts: print ads in diabetes related magazines & frequently mailed product coupons

• Sales: decreasing & competitors were catching up

Situation before

the project

Objectives involving: • Education new consumers on how to incorporate the product into their

lifestyle• Converting light-consuming members into high-consumption households

Objectives involving: • Education new consumers on how to incorporate the product into their

lifestyle• Converting light-consuming members into high-consumption households

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Measurement, control &

adaptation

• Asking for customer-feedback before launch

• Immediate follow-up to learn and improve

Designing the program

• Create a comprehensive, customizable program online that would help diabetics learn about & better manage their disease

• Creation of a new brand: “Diabetes Control for life”

• Montly newsletter• Helpful tools: recipe

finder, calorie burner calculator, portion controller

Deeper understanding of

the consumer

• Examination of historical consumer research with no preexisting beliefs or ties to past decisions

• Identification of 3 customer segments: The ones that know

it all The ones that know

nothing Confident

Consumers• Analysis of their

interests & behavior

Clear, numeric measurement

goals

• Significant increase in overall product consumption

• Increase consumption by 50% among members

• Return more than $1 in profit for every $1 spent on the program

• Build a leading program with 100,000 members

• Significant awareness of progam among diabetes community and thought leaders

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Promotion via messages on product packaging, e-mails to existing database

& significant online media buy

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• 39% open rate on weekly communications• 46% click-through to the site• 400% increased consumption among members• $3 profit for every $1 spend• 250,000 users of the program

• Hospitals are recommending our program to newly diagnosed patients

• Large retail chains have asked for a version of the program• Noncompetitive manufactures of products for diabetics

have called to see how they can participate• Diabetes media have called, asking to team up on the site

Result of the

project

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Content

1. Introduction




5. Conclusion1. Next steps in Marketing with Meaning2. A great book to read3. About the Author4. What Meaningful Marketers know

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Next steps in Marketing with Meaning

Expectations will keep on rising Use new media, but in a meaningful way

Our consumers are changing: The Millennials They’re smart & they play hard to get They are open & are willing to share personal information They’re shifting away from material assets & are looking for a more personally meaningful mission of life

Marketing shouldn’t only be constraint to the Western world, but large opportunities are still present in developing nations

Online & offline should blend seamlessly (especially in retail) Take online features into the physical world

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A great book to read, whether as a beginner or a professional in Marketing with Meaning

5 reasons to read this book Gaps in this book

1. It’s current

2. Explanation of the theoretical concept in a step-by-step and clear way

3. Hands-on practical and useful examples that clarify the ideas and inspire

4. Explanation of the results/impact for almost every example

5. Providing a practical implementation approach applicable for every company/product/service

• Most examples given were purely B2C, while Marketing with Meaning might also be very interesting for B2B

It provides guidance, encouragement and plenty of anecdotal evidence to individuals who sense the change, and want to be on the forefront

It provides guidance, encouragement and plenty of anecdotal evidence to individuals who sense the change, and want to be on the forefront

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About the author

Chief Marketing Strategist at Bridge Worldwide, one of the nation’s largest digital advertising agencies.

His writing has been featured in Brandweek.He has spoken at ad:tech and Harvard Business School, and he has taught classes at New York University and Miami University (Ohio).

Bob joined Bridge Worldwide after leading a dramatic turnaround of the Mr. Clean brand at Procter & Gamble. He was recognized by Advertising Age as one of the Top 50 Marketers of 2004.

He received his M.B.A. in marketing from New York University’s Stern School of Business and his undergraduate degree in economics from Duke University.

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1. Meaningful marketers never pushThe invite prospective consumers in by creating marketing that appeals

2. Meaningful marketers know that the most of our basic needs are satisfied by the products & services we already buy

But that is not to say that the marketers of these basic products are exempt from creating marketing with meaning

3. Marketing itself must improve consumers’ lives& accomplish something of intrinsic value, independent of the product or service it aims to sell

4. More meaning = more moneymore meaning = more loyalty = higher prices = increased sales

What Meaningful Marketers know

"People don't read advertising, they read what interests them. Sometimes, that's advertising.“

Howard Gossage

"People don't read advertising, they read what interests them. Sometimes, that's advertising.“

Howard Gossage

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The next evolution of marketing