4. Welcome to the Relationship
Era. Say goodbye to positioning,
preemption and unique selling
position… This is about tapping
into the Human Element.
Bob Garfield, Doug Levy
Ignore the Human Element of Marketing at Your Own Peril
Advertising Age, January 2nd, 2012
5. taps into the Human Element
to make brands act like people,
turning the consumer-brand
relationship into a deeper
consumer-person relationship.
marketing
presence
6. It’s an instinctive connection that goes
well past product samples or live events.
Brands, like people, listen, adapt and
become present in consumers’ lives.
Sticking around through thick or thin
Investing both resources and time
Having consistent, personal encounters
Generating genuine interest on both sides
8. 1st dimension: Hyperlocal Immersion
The Human Element: People relate intimately to
their environments. A true Presence program uses
context to its advantage.
Customize the brand experience to embody
local traditions, tastes, and social norms
Optimize the physical space, allowing consumers to
experience familiar locations in new, meaningful ways
Enhance targeting through the use of localized business intelli-
gence on people, places, and history
9. 2nd dimension: Constancy & Consistency
The Human Element: Human relationships are
defined by depth and breadth of interactions. Similarly,
Presence programs assert the brand as a dependable,
ever-present fixture in consumers’ lives.
Always deliver on consumer expectations, especially when
circumstances or situations change
Exhibit consistent behavior over a period of time, turning a
new brand into something familiar
Be constant in timing and deployment, infusing the brand with
an unshakeable sense of reliability
10. 3rd dimension: People
The Human Element: Using the right people to execute
a Presence program accelerates the deep, intuitive bonds
consumers can make with the brand.
Invest in sourcing true ambassadors – people who have already
formed a human connection to the brand in their own lives
Provide in-depth training that instills the brand message without
stifling ambassadors’ innate enthusiasm
Focus on enabling one-on-one encounters
11. 4th dimension: Adaptability
The Human Element: The brand, just like any other
person, is a member of the community. That means
being able to quickly adapt to changing circumstances
without compromising integrity or reputation.
Use changing circumstances to create opportunities for proving
the brand during uncertain times
Be flexible in operations and planning, allowing for quick
adjustments to meet local trends and market forces
Partner with local experts who can facilitate quick pivots in planning
12. Brands have a lot
to gain from thinking and
acting more like people
than corporations. Sociability
requires human behavior...
Britt Peterson | Director of Growth Strategy, Cole & Weber United
It’s Time Brands Started Acting More Like People | Forbes Magazine, July 3rd, 2012
13. Jay-ZDecoded
Using human
behavior
to position
the brand
as a vital
conduit: Bing
case study
Using Jay-Z’s upcoming biography
Decoded as a vehicle, Bing partnered
with the artist to launch a worldwide
Presence campaign for launch of their
new search engine. Millions of fans used
Bing Search and Bing Maps to discov-
er real-life Decoded artifacts hidden
throughout the world, making Bing the
conduit for discovery, revelation, and the
thrill of search.
dimension #1
Hyperlocal Immersion
dimension #3
People
dimension #2
Constancy and Consistency
dimension #4
Adaptability
Each of the 350 pages in
Decoded was placed in a
different media location
throughout the world. Location
was chosen according the page’s
content and theme,
deliberately focusing on
the space’s relevance and
significance to the content.
This wouldn’t have worked
with any other celebrity. Jay-Z
embodied the demographic,
ideals, and image that Bing was
after. His fans are among the
most engaged and active in the
industry, and Bing understood
their taste for discovery.
Utilizing Bing Search & Maps, fans
found Decoded pages, giving
Bing the chance to consistently
demonstrate the reliability and
accuracy of its search. Over
the course of one month, Bing
regularly distributed new pages
to sustain user engagement.
If the media didn’t exist, it was
created. Pizza boxes, plates, food
wrappers, puzzles, and T-shirts
were all made in lieu of an
existing media location.
14. Jay-ZDecoded
Human
behavior
can light
a flame that
transcends
borders,
languages,
or industry
incumbents.
results
Major uplift in brand perception
and consumer intent to use Bing
1M+ visitors to the official Decoded website, with an average
of 11 minutes spent browsing
Bing’s market share skyrockets 11.8%, it’s highest point since
launching in 2009
Bing enters Top 10 Most Visited U.S.Websites for the first time
25% of current Bing users who visited the Decoded site
shifted from light usage to medium usage, and 9% shifted
to heavy usage
Decoded reaches 6X the expected buzz with 8,983 social
media mentions and 500M+ impressions
16. It’s really a tectonic shift
in the landscape. Marketers are
starting to see how Presence
goes deeper and further into
the consumer psyche. It’s
different than anything else.
Kelly Blachford
Managing Partner
Process Improvement Solutions, LLC
August, 2013
17. Human experience raises
engagement across the board,
and Presence amplifies that
experience even more.
More Inclined to
Purchase
Less Inclined to
Purchase
Consumers' Brand Perception Changes
After Participating in Events & Experiences
More Positive
More Negative
Same
No Opinion
0% 20% 40% 60% 80% 100%
Purchase at Event or
Experience
Purchase at Later Time
Buy Again After Purchase
Become a Regular Customer
Purchases During And After Event &
Experience
EMI EventTrack Study 2013
18. There are dimensions
in PresenceMarketing,
but the results are...
...exponetially
greater.
19. Consumers projecting their own human qualities
and values onto the brand, making it personal
and customized to each individual
Lasting loyalty that is based on an emotional bond
rather than a utilitarian need
A strong feeling of familiarity that lowers barriers
for introduction of new products
Greater latitude with customers in times of crises
The consumer-person connection
engendered by Presence Marketing
takes brands a lot further a lot faster
in the hearts and minds of consumers.
20. Tapping into
the human
psyche to
create brand
loyalists: CPG
case study
Attack! partnered with a CPG flavored
milk brand to launch a targeted Presence
campaign reintroducing the product to
adult consumers in California. Longtime
loyalists had a chance to rediscover their
affinity for the brand through encounters
with brand influencers at local lifestyle
and cultural events. Word-of-mouth activ-
ity fed into social mentions reaching viral
status and creating a new breed of loyal,
enthused consumers of all ages.
dimension #1
Hyperlocal Immersion
dimension #3
People
dimension #2
Constancy and Consistency
dimension #4
Adaptability
Activation locations were
chosen according to the
product relevance of the target
demographic within the San
Francisco market. A major
emphasis revolved around being
able to reach ideal social groups
at their optimal leisure locales.
Breaking down and targeting the
two key socially active groups
within the target market - the
active, health conscious, and
socially connected - ensured
maximum amount of engagement
with the CPG brand.
Over the course of the yearlong
program, consistent interaction
with the brand’s image and
positioning helped reinvigorate
the once familiar product’s
appeal with consumers through
their everyday lives.
Rebranding the CPG name as a
San Francisco product through
various channels including
partnerships with local grocery
stores, venue managers, and
community based social media
pages promoted more personal
engagements.
CPGBrand
21. CPGBrand
Brands that
promote an
emotional
bond through
a human
connection
create
loyalists for
life.
results
Major sales lift in CPG beverage
market share in San Francisco
189K+ social media impressions across major channels
including YouTube and Twitter
CPG Brand’s market share increases 20% within the
beverage inustry
1M+ Twitter impressions generated from consumer engaging
lifestyle events
CPG Brand reaches 500K+ unique views on TrendHunter.com
23. Even with social media
and globalization, peopleare
choosing to shop at local
businesses, buy local produce,
enjoy local activities...consumers
are feeling this deep need to
return to something more
tangible and human.
Andrew Loos
Chief Experiential Officer, Attack! Marketing
April, 2013
25. As consumers, and as people
we make countless touch points
every day, but it’s those that
remain present in our lives that
become part of our inner circle
of trusted entities.
26. Andrew Loos
Chief Experiential Officer
andrew@attackmarketing.com
Jennifer Houston
VP, Client Services & Marketing
jhouston@attackmarketing.com
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