Marketing: The digital heart and how to get it beating

We think the future of advertising is great products that have marketing embedded in them. The agencys job is to create content so valuable and usefull that consumers would not want to live without

Friedrich Tromm Creative Director Copywriter

Phone: +491621061741 E-Mail: friedrich@try-no-agency.com

Stefan Nagel Creative Director Art Phone: +491793986212 E-Mail: stefan@try-no-agency.com

6

“Mass marketing today

is a mass mistake.“

Larry Light, Chief Marketing Officer, McDonalds 2004

?

http://www.youtube.com/watch?v=gDW_Hj2K0wo

(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

TV Spots

(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

Radio Spots

(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

Print Ads

(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

3000

“That does not feel like advertisement

anymore; but like a war that the economy fights against the people.“

Peter Glaser, Vanity Fair 21/08

http://www.youtube.com/watch?v=EkThfAYF_-Q

THE FACTS

and the FIGURES

of the viewers can remember

a TV-Spot.

(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

12-13%

of consumers do not believe companies are telling the truth in their advertising.

(Source: GfK Marktforschung)

76%

(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

of TV advertising in Germany

is generating a negative ROI.

(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

82%

1965: 80% of 18-49 year olds

could be reached with only 3 TV-Spots

2002: 117 Prime-Time Spots

to reach the same result.

(Source: Jim Stengel, Global Marketing Officer,P&G)

http://www.youtube.com/watch?v=DkOHsjZKBB0

“ It is not the strongest of the species that survive, nor the most intelligent,

charles darwin 1849

767 Mio.US$ less marketingbudget

by the Top 25 Companys in the US in 2007.

(Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)

P&G reduced its marketingbudget by 25%

(Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)

Telekom reduced its marketingbudget by 53%

(Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)

NOW

WHAT ?

GOOD NEWS!

BRAND

R ETURN

O N

I NVESTMENT

R ETURN

O N

I NVOLVEMENT

digital heart

HOW?

Bypass Operations.

1.

attractive Products.

“We think the future of

advertising is great products that have marketing

embedded in them.“

Jeff Hicks, CEO, Crispin Porter + Bogusky, October 2006

just do it.

v=wLyFlDAikac&feature=PlayList&p=D1785FD850CB113F&playnext=1&playnext_from=PL&index=36

http://www.youtube.com/watch?v=t_Ckhz-rzvw

3.2 MILLION Sold!

Don‘t make money.

Make meaning.

Meaning makes money.

2

Create Confidence.

Don‘t get lost

in translation.

What's good for a Russian

is deadly for a German.

http://www.youtube.com/watch?v=XQcVllWpwGs

Know your audience.

3

Conversations.

“Markets are conversations.“

Cluetrain Manifesto

“I define advertising as a convers ation starter Interruption does not cut

it anymore you either get

people talking or nothing happens.“

Marschall Ross CCO Cramer-Krasselt

http://www.youtube.com/watch?v=XQcVllWpwGs

Observe and listen.

4

Content.

“The agencys job is to create content so valuable and

usefull that consumers would not want to live without it.“

Jeff Hicks, CEO, Crispin Porter + Bogusky

ADD VALUE

THROUGH

CONTENT!

http://www.youtube.com/watch?v=fKuG0MaY39Q

Be relevant.

5

Create new

Connection Points.

“We are not in the business of keeping the media companies

alive We are in the business

of connecting with consumers.“

Trevor Edwards, Global Brand & Category Management, Nike New York Times 2007

http://www.youtube.com/watch?v=rpVwpUOcjJg

http://www.youtube.com/watch?v=LFqsJLRQbEk&feature=channel_page

Take the mountain

to the prophet.

6

Communities.

Communities.

Communities.

“We are so confident with our

product, we want everyone to tell how they really feel and if there is a

problem, we want to know about it.”

Skittles, Press Release

Skittles Social Media Campaign Increases Traffic 1332% in One Day!

(Source: Hitwise US)

Use the power of we.

Resumé.

“You used to use your

budget to buy an audience.

Now you have to invent

ideas to attract an audience.“

Lisa Seward, Mod Communications

Create attractive Products Create Confidence

Create Conversations Create New Connection Points Create Content

Know the rules.

Know the rules And break them

Know the rules.

7

Listen to your heart.

Friedrich Tromm Creative Director Copywriter

Phone: +491621061741

Creative Director Art Phone: +491793986212 E-Mail: stefan@try-no-agency.com

For any further information please feel free to contact us.

CREDITS and THX to:

Steffen Staeuber, Scholz & Friends Strategy Group, Paul Isakson,