The Evolution of Marketing from Products to Experiences
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The 4 E's of Marketing By Christopher Graves, President & CEO, Asia Pacific, Ogilvy Public Relations Worldwide. A keynote presentation at Ogilvy Verge Singapore For more information, visit www.the-open-room.com and verge.ogilvy.com.sg
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The Evolution of Marketing from Products to Experiences
- 1. The Evolution of Marketing Christopher Graves President & CEO Asia Pacific, Ogilvy Public Relations 1
- 3. The New Marketing Ecosystem 3
- 5. 5
- 6. 6
- 7. Marketing
- 8. 8
- 9. From the 4P’s to the 4E’s
- 10. From … To … Product Experience Place Everyplace Price Exchange Promotion Evangelism 10
- 11. From PRODUCT to EXPERIENCE 11
- 12. Beauty Shopping Journey Beauty Issue Experts Peers Specialists Research Explore/Share Shopping Results Browsing Purchase 12
- 13. From PRODUCT to EXPERIENCE 13
- 14. 14
- 15. 15
- 16. 16
- 17. 17
- 18. 18
- 19. From PRODUCT to EXPERIENCE 19
- 21. From PLACE to EVERYPLACE 21
- 23. banners, portals, pop-ups, pop-unders, e-mail messages, interstitials, display ads, streaming media, rich media, flash, animation, branded content, product placement, search engine marketing, blogs, vlogs, podcasts, vodcasts, IM, SMS, RSS, wikis, retail kiosks, microsites, advergaming, gamevertising, alternative reality gaming, social networks, wireless, mobile, content sponsorships, events, buzz, guerilla, and viral marketing, iTV, IPTV, and more.23
- 24. From PRODUCT to EXPERIENCE 24
- 27. 27
- 28. From PRICE to EXCHANGE 28
- 29. “A cynic knows the price of everything, but the value of nothing” Oscar Wilde
- 30. 30
- 31. From PRICE to EXCHANGE 31
- 32. Before After 32
- 33. 33
- 34. What do we want from consumers? • Attention span? • Engagement? • Permission? 34
- 35. LEGO: Customers Help Create Products +200% better sales 35
- 36. From PROMOTION to ENGAGEMENT & EVANGELISM 36
- 37. A Brand’s A Cultural Big Ideal Best Self Trend/Truth
- 38. How Do You Find a Brand’s Big Ideal? “[Insert brand here] believes the world would be a better place if …” 38
- 39. “Coke believes the world would be a better place if we saw the glass as half full not half empty.”
- 40. “Dove believes the world would be a better place if women were allowed to feel good about themselves.” 40
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- 47. “Give people an idea so interesting that the audience wants to share it”
- 48. 48
- 49. Dove: Evolution 49
- 50. Evolution Remix 50
- 51. Onslaught 51
- 52. Onslaught Remix 52
- 53. The results • The first double Grand Prix at Cannes – TV commercial – Viral film • Sales up $500 million since beginning of campaign • Ranked 3rd for most transformed brand – Behind YouTube and Google 53
- 54. Dell Idea Storm 54
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- 61. Marketer of the Future 1. Experience – do your Customer Journey 2. Everywhere – create an idea with no TV or print 3. Exchange – calculate the value of your Customer 4. Evangelism – bring passion to your brand through engagement 61