1he Great Market|ng 1urnaround # Ma producLlon and CoL conLrol # 1he MarkeLlng concepL # Servlce excellence and nlche markeLlng # 1he age of Lhe lndlvldual and how Lo proflL from lL! # n1 markeL of 'lndlvldual# noL ma markeL of n lnflnlLy 8C Lo dellghL each lndlvldual ource 'reource globally# Chaot|cs Change l lnevlLable llfe wa progrelng and now recelon Lrle Lo low down Lhlng Chao and confulon everywhere flnd way Lo Lackle lL kat|ona| for 1urnaround 1he 'new' consumer 8l Mr and Mr Average conumer 1lmeLarved cahrlch ocleLy arwlnlan preure on producL ervlce and Lore eedlng Lhe dlcounL promoLlon monLer decllne ln brand loyalLy 1he weakenlng maglc of Lelevllon ad
10 1urnaround trends 60's to 80's to present
1 Unknown to known customers to L|fe 1|me Va|ue Crowlng markeL cluLLer CoL of acqullLlon CoL of reLenLlon bulne come from cuLomer SLay cloe Lo beL cuLomer AdvenL of daLabae markeLlng (Lg Amerlcan Alrllne AdvanLage frequenL fller program breakLhrough) C# Cne Lo one conLacL cuLomlzaLlon cro elllng and cuLomer relaLlonhlp markeLlng 1hlnk accounLablllLy 1hlnk adverLllng coL noL on 'hare of mlnd# buL L1v of each cuLomer galned
Creat|ve dr|ven to kesponse dr|ven to User generated content Alm creaLlvlLy peclflcally Lo Lhoe who Lhe producL Add repone mechanlm wlLhln all markeLlng communlcaLlon Make propecL 'rale Lhelr hand# LeL cuLomer be ambaador for your brand (Lg ove# real women real beauLy adverLllng campalgn)
'Steam ro|||ng' to f||||ng N|ches to the Long 1a|| Ma markeL Lo Ma markeL of 'nlche# lndlvldual preference are growlng MeeL peclflc focued need now conumer ha a conLrol on producL (Lg 1aLa nano pay for feaLure you wanL) Long 1all ell hardLoflnd peclflc lLem Lo large volume of cuLomer (Lg l1une)
kev|s|t|ng '1he Great Market|ng 1urnaround' by Stan kapp and 1om Co|||ns Common denomlnaLor 8ecognlLlon of Lhe lndlvldual"
4 d |mpress|ons to New customers won to Max| market|ng Meaure lncremenLal 'ale# noL Lreaure 'reLalned# lmprelon CannoL only Lop aL creaLlng Awarene lnLereL and delre Al of Lhe AlA model new creaLlve challenge CeL cuLomer Lo 'AcL# and reLaln Lhem ln Lhe long haul MaxlmarkeLlng ue adverLllng dlrecL markeLlng promoLlon a reclpe lngredlenL noL a eparaLe waLer LlghL comparLmenL
S dvert|s|ng mono|ogue to Consumer d|a|ogue to Crowdsourc|ng CannoL force your producL and communlcaLlon down Lhe conumer# LhroaL LlLen LlLen LlLen 8epond lnLelllgenLly LlLenlng new ldea + More loyalLy + CuLomer endoremenL (Lg l1C# klLchen of lndla wa an ldea from an l1C chef!) Crowdourclng company ource ldea from lL cuLomer (Lg My SLarbuck ldea weblLe)
ombard|ng the marketp|ace to u||d|ng re|at|on to Soc|a| Med|a 1radlLlonal markeLlng forclng uS on enLlre markeL parlLy producL roflLable lo cenLre" creaLe long Lerm relaLlonhlp (Lg cuLomer club) Cood brand are abouL relaLlonhlp now Soclal medla l word of mouLh on Lerold age of mlcromarkeLlng 8epuLaLlon and relaLlonhlp have Lo be managed every day and every hour now
9ass|ve consumers to |nvo|ved customers to Lvange||sts uh 1 Way ConveraLlon number Came lnLerrupLlon eepeL ockeL Wln 1o ull Way ConveraLlon LngagemenL CommunlLy 8eL ConLenL Wln lnvolvemenLLoyalLy (MulLlpller effecL) ulLlmaLe markeLlng approach creaLe LvangellL who l Lruly Lhrllled wlLh Lhe brand experlence and convlnce oLher alo Lo purchae lL (Lg Lhe PCC) CreaLe CuLomer plu delLa 1he buzz CommunlLy A Caue
8 Mass market|ng to D|rect mass market|ng to CnetoCne Market|ng Ma adverLllng and promoLlon glve non propecL Loo much buL doenL glve Lrue propecL enough lrecL ma markeLlng ue ma markeLlng Lo 'caLch Lhe eye# ue Lhl repone Lo brldge adverLllng and ale CneLoone markeLlng lndenLlfy lfferenLlaLe lnLeracL CuLomlze for every lngle lndlvldual (Lg ell)
US9 to LV9 to Customer de||ght arlLy producL problem o add Lo uS Lurn lL Lo LxLra value ropolLlon roducL l Lhe new 'ervlce# (glve meanlng Lo conumer# llfe) Make Lhelr llfe lmpler erlod ocu on noL aLlfylng buL ellghLlng cuLomer now (Lg Apple wlLh lL lnnovaLlve producL lpod lLune)
10S|ng|e to Mu|t| Channe| to 9ro||ferat|on eronal Llme l Lhe currency now reach cuLomer where Lhey are 8eLall lrecL order Lcommerce Lxperlence cenLre Mcommerce
kev|s|t|ng '1he Great Market|ng 1urnaround' by Stan kapp and 1om Co|||ns Common denomlnaLor 8ecognlLlon of Lhe lndlvldual"
lnLegraLed neLwork for 'Synergled# effecL 8oberLo CulzueLo# 'Arm# lengLh of delre# markeL for coke 'everywhere# When cuLomer# hand reache ouL Lhere muL be an lce cold coke walLlng for hlm 1hlnk mulLlple channel 1hlnk prollferaLlon now
1he New ge Market|ng
Create MkkL1ING SCLU1ICNS not ads CCNCUkkLN1 CCN1LN1 1h|nk CCN1Lk1 Lxam|ne kLLLVNCL kND 9CWLk Do a|| th|s to br|ng 'one Idea' to ||fe