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1. Introduction
2. A wonderful time to the business of building brands
3. Why is this great to be in the brands business?
4. Attention is the oxygen of communication
5. Getting the customers attention in the past
6. He who shouts loudest wins
7. Shouting with media
8. The consumer has stopped paying attention
9. The more consumers spend time with the mouse
10. ...the less they leave the house
11. Or connect to mass media
12. The media becomes a dominant part in life (1)
13. The media becomes a dominant part in life (2)
14. More friends online than offline
15. Market saturation
16. Why buying value is now viewed as buying smart
17. The perfect storm for brand builders
18. Your consumer
19. We are in a renascence
20. The consumers are in control of media
21. No one is sacred
22. No retailer or brand is in control
23. The paradox of choice
24. An army of Davids
25. The consumers want personalization
26. The consumers want experiences
27. They are no longer interested in the middle
28. The consumers are trading up to iconic brands
29. Trading down to brands or retailers on sale
30. Buying value and values
31. Consumers love treasuring hunting
32. Consumers make most decisions in your stores
33. Generation facebook
34. You need to know your consumer
35. The power of insights
36. Raid - kills bugs dead
37. The right insight
38. Faster - better - more efficient
39. The intersection points
40. Dove
41. 2% of women describe their look as beautiful
42. Due to false beauty stereotypes
43. Tween girls want to change physical appearance
44. 13% of girls acknowledge having an eating disorder
45. Dove - shifting from mass to my (1)
46. Dove - shifting from mass to my (2)
47. Through her eyes: behind the lens
48. Dove Real Beauty Workshops for Girls
49. Free "through her eyes" calendar
50. Sleepover for Self-Esteem - free pj pants
51. Leveraged with the trade
52. Leveraged with Wal-Mart
53. More than 2,000 Wal-Mart shoppers registered
54. We leveraged with SDM
55. We leveraged on line with a micro site
56. Targeted email blasts
57. We leveraged with PR
58. Task - creating a new wine targeting woman 25+
59. Discovery - how a woman shops for wine
60. Insight - Wine was an enabler for a good long chat
61. Strategy
62. Concepts launched
63. To think, act and market like a fashion brand
64. The boxes as a way of communication
65. A fashion brand
66. The sampling table
67. The result
68. Another insight became a global phenomena
69. Another shampoo? Just what the consumer needs
70. Understanding our target - Katie
71. Katie is going through a quarter-life crisis
72. Insight - strong reaction to having a bad hair day
73. Branding bad hair days as "Wigouts"
74. Why? Katie is on the move
75. Wig Out insight wasn't ready for Prime Time
76. Seeding the term into our target's vernacular
77. A little viral clip based on the Wig Out insight
78. Bride has massive hair wig out
79. The clip is uploaded to YouTube
80. We sent out 50 emails
81. Blogs started to grab on
82. The clip crosses to main stream media
83. A week later
84. YouTube inbox receives interview requests
85. Norman Jewison weighs in
86. Interest builds in pop culture
87. Everybody is talking about it...
88. One of the top 100 most viewed videos in YouTube
89. The Tonight Show
90. World wide attention builds
91. And consumers begin posting their own wig-outs
92. So did it work?
93. 18 days later, this happened...
94. Britney Spears shaves her hair
95. Britney Spears Wigs Out
96. We still had to sell cases
97. Summary
98. Whether you are creating your own brands
99. Or building your strategy based on unique insights
100. Leveraging a retail footprint as a theatre or stage
101. Whether you are staging events
102. Pop up retail
103. Stores within a store
104. Or rich on line experiences
105. Make Consumer Insight your business's lifeblood
106. Capital C process
107. A process begins by creating a story
108. What a wonderful time to write history
109. Thank you for your attention

Topics Covered

• Attention, the oxygen of communication
• Shouting with media
• The media becomes a dominant part in life
• Market saturation
• Why buying value is now viewed as buying smart
• The consumers are in control of media
• The paradox of choice
• Consumers want personalization and experiences
• Trading up to iconic brands
• Trading down to brands or retailers on sale
• Decisions are made in your stores
• Generation facebook
• Know your consumer
• The power of insights
• The intersection points
• To think, act and market like a fashion brand
• The process begins by creating a story

Links

Series:

• Experiential Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on July 30, 2009