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Brandscaping Unleashing the Power of Partnerships

Presented via webinar to the team at SAP
by

Andrew Davis

on 1 February 2015

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Transcript of Brandscaping Unleashing the Power of Partnerships

Brandscaping
Unleashing the Power of Partnerships
The Secret to Unlocking
BIGGER Budgets
& Driving FASTER Results
CMO
PIZZA
Houston, TX
1985
ADVERTISING
PUBLIC
RELATIONS
E-MAIL, PRINT...
DIRECT
EVENTS
SOCIAL
MEDIA
PROMOTIONS
INTERACTIVE
YOU
XYZ
CORP
PQR
WHY...
...Do CMO's invest in these slices?
ABC
CORP
CORP
OTHER
MARKET SHARE
for Widgets
(By Brand)
(TRADE SHOWS)
>>>INCREASE
MARKET SHARE
SEO, SEM, PPC...
CONTENT
MARKETING
Total Market Size
$100
10%
=$10
YOU SELL
POP QUIZ
WHAT'S YOUR
CONTENT 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 YOU SELL
WHY DOES
CONTENT MARKETING
WORK?
101 Dalmatians (1961)
Dalmatian Effect
Adoption Crisis
A RISING
TIDE LIFTS ALL SHIPS
THE MARKETING
PIE ISN'T GETTING
BIGGER
IT'S GETTING
SLICED
MORE WAYS.
CMO PIZZA
100% of Marketing Budget
THIS IS AN
AWARENESS
PLAY
If you want to raise awareness buy ads.
INCREASE MARKET
SIZE
$100
$10
$20
$200
$300
$30
If you want to increase demand create content.
THE SECRET
RULE OF ADVERTISING
90%
/
10%
of your budget on
BUYING
TIME OR SPACE
CREATING
THE MESSAGE
of your budget on
IF YOU WANT TO
RAISE AWARENESS
BUY ADS
INCREASE DEMAND
CREATE CONTENT
IF YOU WANT TO
AIR
ASSET
(Actually buying access to audience.)
EVERYONE HAS AN
AUDIENCE
$745MM
on advertising
19 Flavors
$39MM ea.
$35 MM Air
$3.9 MM Assets
WHAT KIND OF CONTENT
COULD J&P CYCLES CREATE
A YEAR
FOR $39MM
BUBBLE
THE CONTENT
MARKETING
MOVIE
SECRET RULE OF
20%/80%
(BUYING ADS)
ON MARKETING
THE FILM
CREATING THE
FILM
Finding Nemo
$87 MM Production Budget
$22MM Marketing
IF YOU WANT TO
IF YOU WANT TO
DRIVE DEMAND
RAISE AWARENESS
"...We're in the early stages of a content bubble, which is being inflated by the idea that brands should be publishers."
- Kyle Monson
Content-Strategy, JWT
J. Walter Thompson
An Ad Agency
SCREW YOU!
"There are a few really great campaigns out there, and loads of terrible ones. The balance is such that CMOs might not want to hear about clever content campaigns anymore... because they didn't see the ROI."
Content marketing is NOT a campaign.
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.
A MALL
FOR YOUR MARKETING
ANCHOR
ANCHOR
ANCHORS
SET FREQUENCY
DEFINES AUDIENCE
CONTENT
ANCHOR
INCREASES STAY
TENANT MIX
SPEND MORE
EXPERIENCE
Legacy Place, Dedham, MA
ASK YOURSELF...
Who already owns
your Audience?
BUILDING A CONTENT BRAND
THIS IS A
CONTENT BRAND
THIS IS
BRANDED CONTENT
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
ASK YOURSELF...
Why don't you treat your content like a product?
A Content Brand is IP
It's ownable.
THE SECRET SAUCE
PARTNERSHIPS
DRIVING RESULTS FASTER
CHASING THE
SOCIAL STREAM
A Subscription is a commitment
IDEA
SIMPLE
THEIR CURRENT CUSTOMER
SOMEONE HAS YOUR NEXT CUSTOMER AS
THAT IS A
BRANDSCAPE
CRAPPY WEBSITE
TEACHES COURSES
PR Anyone?
Marketing Symbiosis
Bringing like-minded brands and their respective audiences together to create content that increases demand and drives revenue.
KEYS TO SUCCESS
1.
Confidence to invest in the content of others and the belief that
their audience
, no matter how small, is valuable.
Humility to believe that your customers care about more than just
your
products and services.
2.
3.
Willingness to pool your resources and
share your audience
with other brands.
NASCAR for your marketing
Here's what I want you to do...
IS EASY
BRANDSCAPING
Ask them what kind of content
you could produce
that would
help them increase demand
for the
products they sell
.
TRACKS
RUBBER
WHAT DRIVES FASHION TRENDS?
BAND
Brandscape.
JULY 2011
WHO ALREADY OWNS
CONVERSE'S CUSTOMER
?
24 MM FANS
569K
+
CONVERSE
GUITAR CENTER
+
brandscapingbook.com
ANDREW M.
DAVIS
@TPLDrew
Call an existing partner.
Full transcript