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Marketing & The Power of What If...

Too many marketers stop short of a big success because they aren't asking one simple Question: What if... Originally presented at IHAF's Brainstorms & Breakthroughs Session 10/25/12 in Boston
by

Andrew Davis

on 20 July 2015

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Transcript of Marketing & The Power of What If...

YOU SELL
POP QUIZ...
WHAT'S YOUR
STRATEGY?
TAKE 2
YOU SELL
to that face?
$868 MM @ Box Office
Best-selling DVD of All Time
"I Want a
Nemo!"
"Finding Nemo" decimated
Global clownfish populations
2003
9 YEARS LATER
WALMART
$29.99
*For illustration
purposes only.
Food
Filters
Aquariums
(Not a real fish.)
Goldfish
Chinese fighting fish
Clownfish
The 'Nemo Effect'
HOW DO
YOU SAY
'NO'
1 YEAR
POST-RELEASE
APRIL 2011
DVD RE-RELEASE
VALUABLE CONTENT
INCREASES DEMAND
FOR THE PRODUCTS AND SERVICES THEY SELL
WHY DOES
THIS
WORK?
101 Dalmatians (1961)
Dalmatian Effect
Adoption Crisis
A RISING
TIDE LIFTS ALL SHIPS
INFORMATION OVERLOAD
Just because there's more information available doesn't mean one can consume more.
THE CONTENT BUBBLE
THE ACTUAL OPPORTUNITY
Quality content over quantity.
CHASING THE
SOCIAL STREAM
October 25, 2012
Boston, MA
IHAF
LESSONS FROM
OLD MEDIA
Appointment Consumption
Set an expectation and deliver on it.
Repeatable Format
Talent your audience trusts
Smart hook
Format builds a relationship.
A relatable personal brand.
A twist on a familiar theme.
BLOG
TO BRAND
WE THOUGHT LIKE
TELEVISION EXECS?
WHAT IF...
WHAT IF WE VALUED
RELATIONSHIPS OVER IMPRESSIONS AND CONVERSATION?
High-Quality, long-term relationships are the most valuable!
THE POWER OF
SUBSCRIBE!
SUBSCRIBE
17 NEW WEB PAGES PUBLISHED
EVERY SECOND
17 34 51 68 85
MARKETING AND THE
POWER OF
WHAT IF...
SOLD OUT!
ANDREW
DAVIS
WHAT IF...
EVERYTHING OLD IS NEW AGAIN?
AltaVista?
Compuserve?
AOL?
Myspace?
Twitter is NOT new.
2 Years Before Hindenburg
They even had a revenue model.
Will Twitter pull a Hindenberg?
?
Notificator -> Twitter?
You focused on a single strategy instead of multiple social channels?
What if...
Ask Yourself...
If you kicked-ass on one social media channel what would it mean to your business?
WHAT IF...
YOU MADE A MOVIE?
YOU EMBRACED LONG-FORM CONTENT?
SERIOUSLY
VALUABLE CONTENT
INCREASES DEMAND
FOR THE
PRODUCTS & SERVICES YOU SELL!
What if...
We
made a movie?
WHAT IF...
We created content our
audience
wanted to
consume?
WHAT IF...
We treated online content
like a television schedule?
THURSDAY
8:00
'80s
Brandon
Tartikoff
Must See TV
NIGHTS
9:00
8:30
NBC
APPOINTMENT
TELEVISION
Well-formatted content delivered on a predicatble & routine basis designed to build a relationship with your audience.
TIME
SHIFTING
TiVo & DVR
Appointment
CONSUMPTION
WHAT IF...
You
owned some time
in your consumers day?
HANDS UP...
If you have an e-mail newsletter?
WHAT IF...
We just tried to own some quality time in our customer's inbox?
WHAT IF...
We ignored click-through rates?
WHAT IF...
Our goal was a ZERO opt-out rate?
WHAT IF...
We built a
relationship
with our audience?
WHAT IF...
you
got out of
the campaign mentality?
THINK LIKE A
A recipe for your content.
You need a format.
TELEVISION EXEC
Easy Recipe
Repeatable
Ownable (IP)
Builds a relationship
JUMPING THE SHARK
1977 Happy Days
(The beginning of the end.)
WHAT IF...
YOU TREATED YOUR CONTENT LIKE A PRODUCT?
TWITTER
Justin Halpern
Not important
August '09
By October 100,000 Followers
TO TV
"I didn't say you were ugly. I said your girlfriend was better looking than you, and standing next to her, you look ugly."
@#$% My Dad Says...
BY NOVEMBER 2009
WARNER BROS. DEAL
6/27/2010
New York Times
Bestseller
Harper Collins
#1
Julie and Julia
Stuff White People Like
The Oatmeal
CONTENT
CONTINUUM
What if... we thought like these content creators?
CLIENTS FROM HELL
WHAT IF...
You start small but think big?
WHAT IF...
YOU EMBRACE THE IDEA THAT
EVERYONE HAS AN AUDIENCE?
TONY BENNETT
1963 GRAMMY AWARD
Bono
Elvis Costello
Dixie Chicks
Lady Gaga
John Mayer
Amy Winehouse
Willie Nelson
K.D. Lang
Carrie Underwood
Mariah Carey
Queen Latifa
Stevie Wonder
Paul McCartney…
WHAT IF...
YOU FOUND A DUET PARTNER
WHO ALREADY OWNS YOUR AUDIENCE?
WHAT IF...
... you made a movie?
... you thought like a TV Exec?
... you built a content brand?
... you started small, but think BIG?
... you partnered with others?
WHAT IF...
YOU ASKED
WHAT IF
MORE OFTEN?
(617) 286-4009
What if..
Full transcript