Alternative marketing thinking


Archive for the category “Presentation”

What Are We Buying?

Wonderful infographic that shows how different countries are consuming things, as only NY Times can do it. What your global neighbours are buying – a look at how people spend their discretionary income. The infographic illustrates that cash spent on clothing, electronics, recreation, household goods, alcohol – depends a lot on where they live. People in Greece, for instance, spend almost 13 times more money on clothing as they do on electronics. People living in Japan spend more on recreation than they do on clothing, electronics and household goods combined. More Interactive charts here.



The new book from Malcolm Gladwell is here (Read highlights on the authors site.) It makes a case for genius. And how some people have a better chance at being a genius than others. Seth Godin, while agreeing with Gladwell’s basic theory of 10,000 hours has an interesting counterview.

Strategy Beyond Advertising

Zeus Jones founder, Adrian Ho has been one of the foremost thinkers in advertising. Here is one of the recent presentations he made in Sao Paulo. Strategy beyond advertising. How agencies need to think of using strategy and ideas for more than just advertising. Some wonderful insights in there

Shift Happens.

Shift Happens. One of the most looked pieces of work on Slideshare. With some impressive stats on how the world is changing and how all of us need to change to stay competitive in a place like this. Here’s a newly discovered video of the same presentation.

Amex. Open Forum

If you want to see the power of a brand or a corporate blog, head over to Amex Openforum. Wonderful magazine style website designed to help small businesses, the core target of Amex Open, how to get better at the things they do. With articles and stories in finance, innovation, marketing, leadership and management, the place is choco-bloc with inspiration for someone who wants to do better in business. The forum has interviews and stories featuring many luminaries in the business including, Sir Richard Branson, Seth Godin, Guy Kawasaki and more. If there’s a way for a brand to use the web to help their core customers get better at what they do, Amex is surely showing us how. Amex OpenForum more.

What Next For Obama’s 3 Million Database?

If you were one of the 3 million who received an e-mail or text message from the president-elect right before his acceptance speech in Grant Park thanking you for your support, you know that his outreach/marketing efforts and use of that database won’t end with his election.

Barack Obama and his marketing machine achieved unprecedented success in their use of direct/database marketing for a politician.

“We have a lot of work to do to get our country back on track, and I’ll be in touch soon about what comes next,” the personalized message from Mr. Obama read.

As effective as the database was during the election, many direct-marketing professionals said it can be even more important during his presidency.

Read more about how Obama could use Direct Marketing, his database and social networking during his presidency, from an Adage article….

Update: The first steps in engaging with people arounbd the world has already been sown, with a Change site

Choose Your Own Ads

LinkedIn has been getting a bit of buzz these days. After having opened up its platform for their party applications like Slideshare, LinkedIn has announced a self-service advertising that gives participants of the program the ability to choose and display the kind of ads they like. Read more on the LinkedIn blog.

WTF Is Social Media

Use technology to merge social interaction using words, video and pictures. It’s cooler than porn and if you are not a participant, chances are that you are not on the internet. Social media lets stranger meet share experiences, believe what each other do. Well, if can understand this better from a presentation, click right here…

One Idea. Two Many?

Planner Richard Huntington writes. Once upon a time in a land far away come the appointed hour of the creative presentation, agencies recommended one idea to their clients. It would represent the best solution that they could possibly develop to answer the business problem they had been given. But then agencies like Chiat Day and HHCL change a few things around. They would present multiple routes earlier on in the process at what were termed ’tissue meetings’, nothing could be bought or sold in these meetings but they allowed an early airing for fresh ideas. More.

Entertainment, authenticity, giving up control, recalibrating risk and the power of networks.Youth marketing the P&G way.

David Knox, Brand Manager Walmart team at P&G is a specialist in marketing to teens. Speaking at the IEG annual sponsorship conference, David presented a picture of Youth in the US and what smart marketers are doing to connect with this increasingly elusive demographic. The slides of his presentation are up on Slideshare.

Like our philosophy that urges brands to grow young, Dave and P&G have come to realize that Youth is not a demographic anymore, but a mindset. He believes that Generation Y is not an isolated demographic, but a group that can give marketers and advertisers a glimpse of how others will behave in the future.

Youth in America believe that stress is a way of life today. But they are optimistic about the future. Most believe that they can personally achieve the American Dream, of being simply happy, no matter what they do.
There is a we-volution taking place at the moment. With places like services like Kiva and Prosper leading the social lending change. Other examples of this phenomenon are Wikipedia, Yahoo Answers and UK based MyFootballclub, where 50,000 fans have come together to create a football club. Another example of this revolution is the community centred online apparel store Threadless, where anyone can submit a design or an idea, which is voted for by visitors of the site. Creators of the selected design then get a share of the sales.
For most young people lives have become completely digital. Their computer is the No 1 item they cannot live without. And they live a connected life, either through their computer or their mobile phone.
Being socially conscious is on the rise among the young. And brands like Product(Red) and
Innocent are examples of brands that operate in this space.Media for the young mindset is everything around them. With community, self expression and personalisation being the key.

Marketing to youth according to Dave is all about entertainment, authenticity, giving up control, recalibrating marketers tolerance to risk and using the power of networks.

Jones Soda is a good example of a brand that has given up control, by letting users create their own bottle labels.

One of the biggest shifts that’s part of Dave’s presentation is the role of companies that own and manage these brands. He says companies need to think like Venture Capitalists, who bet on many ideas and are willing to have a blockbuster or two and many failures.

Of the other examples he quotes are P&Gs own, BeingGirl portal that’s now operational in 27 countries. Youth travel site STA Travel . Tween Fiction series MacKenzie Blue, that was created by a buzz marketing group for Harper Collins. Nike’s work with graffiti artists and their ID store.

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