Alfred Koblinger Proximity Worldwide

Transcription

1 Alfred Koblinger Proximity Worldwide

2 Creativity to Hell - We Have to Sell!

3 The crucial question in today s marketing: Too much of the same! Brands and Ads! Image or Behaviour? Threat of Retail Brands. Price is everything Quality...??? How to survive in acrazy changing intransparent world? Avarice is horny (Slogan Mediamarkt, Germany)

4 TV-Spots Print-Ads Radio-Spots Billboards Mailings SALES Events BRANDING Impact Mass ABOVE THE LINE Image Behaviour BELOW THE LINE Mailings Targeted Sales Promotion Results

5 TV-Spots Database Mailings SMS Telemarketing Events Behaviour Image Mass Print Ads Sales Promotion ERM Radio-Spots CRM Relationship s Targetted New Media Billboards

6 Creativity to hell we have to sell! Today: the Battle of Disciplines a stupid fight between Image and Direct Marketing: Traditional Medical Science or Homepathy? The patients remain confused... or even worse: they suffer from a dangerous desease...

7 Borderline Personality Disorder Scientifical Definition: Borderline is a serious mental illness in the borderland between Neurosis phobies, anxiety, depression Psychosis sudden hyperactivity People concerned mostly come across healthy and adapted, but nevertheless suffer. That causes heavy emotional seizures", which have nothing to do with the releasing situation Borderline is based on an excessive fixation to a parental object. In Marketing: the good old times.

8 Borderline Personality Disorder Symptoms: Reference to reality is widely restricted, sense of self- identity reduced. Frequent changes in long-term goals and values. Patients feel unfairly misunderstood and isolated. Disrupted relationships and result in instability in moods, which is discharging in unexpected impulsivity.

9 Borderline Symptoms Quotes It need not be creative, it just has to sell Why communication with employees, they get paid anyhow... I do know my clients better they would not understand that.. Our product is unique I never do read mailings, not to talk of door-drops, why should I... That may work there, but everything is quite different here

10 Borderline Chances for Healing Most patients are ready to open themselves to psychological support. For most of them hospitalisation is not necessary. But they require clear guidance und precise requirements!!. Yet, with help, many improve over time and are eventually able to lead productive lifes.

11 Borderline The way out Understand and concentrate on the basics of communication: human beings react human. They are driven by emotion not by rationality... like to be informed enjoyably, not to be slayed with information... prefer to be courtshipped rather than advertised... demand to be taken seriously as a client as well as an employee Marketers do not need advertising or direct marketing they do not a need a tv-spot or a mailing, they need...

12 Borderline The Medicament Creative media neutral, integrated - Communication Solutions integrated not only in a formal CD, but in the promise over all media and all target groups (internal and external) to build or maintain a desired image and at the same time to provoke or change a desired behaviour Direct Marketers have to be aware that high emotional and involving creative will result in higher response rates. But even more - it will contribute to branding significantly with the non responding majority. From Interuption to Permission: Brand Awarenes and Brand Interaction!

13 Brand Interaction fuses branding, direct & sales, driven by the power of finance Product Quality + Brand Image = Brand Value old + Brand Interaction + Brand Relationship = Brand Value new balances copy, imagery, headlines, empathy and call to action to make an impression and stimulate action respects the consumer s place in the sales cycle and communicates respectfully (CRM more than lipservice) demands integration of ERM employee relationship marketing

14 Confucius, he already knew Tell me and I ll forget. Show me and I ll remember. Involve me and I ll understand.

15 New (old) Rules of Communication Communication has an Information - and a Relationship Aspect The second works stronger in any case. P. Watzlawick Said # Heard. Heard # Understood. Understood # Agreed. Agreed # Done. Done # Continued. Brand Awareness Image Brand Interaction Behaviour

16 Successful Brand Interaction Communication, which appeals emotional (not targetted at the brains, but at the heart )... awakes curiosity to discover new things (not to slay our intelligence with stupid exchangeable images and over-explaining headlines).. is getting more and more personal the closer it gets to a customer (conveys appreciation, builds relationship), not just advertising in an envelope... promises service, that is also perceived in direct contact with the brand/service), demands integrated communiction with employees (ERM)

17 Successful Brand Interaction Whatever you communicate, look for a great idea first, Then check if you can spread it out through all channels. Whatever your goal and your media choice is, make sure that you stimulate image and behaviour in the right balance to stay remembered and call for action All Media Channels Image Behaviour

18 All you need is A Support Remedy, that has guaranteed success through centuries (in the hunt for mammuths, in wars or discoveries - as well as in advertising!!) Courage towards Innovation Creativity - the curiosity of a generally bored consuming society has to be satisfied over and over again we are not fighting for our client s budgets, but for their attention and involvement. To reach the most important goal in satisfied markets: Differentiation

19 Creativity??? The world has only seen a few Michelangelos and Leonardos

20 The secrets of creativity? bad news: I cannot give you a magic remedy but it is more than just wonderful images we are looking for breaktrough ideas to change behaviour good news: You will recognise creativity, when you see it just as quality. bad news: real creativity as high quality is very rare like endangered animals! even in the creative zoos - called DM-Awards you do see a lot of ordinary animals nice pets!

21 The secrets of Creativity? (2) The real important things in life may be reduced to two questions: business : when and how much? creativity: what and how to communicate? strategy final execution

22 The Secrets of Creativity (3) Don t claim anything creative, if it s not... really new and/or different surprising, unexpected, astonishing interesting, involving consistent within overall strategy and style but most important.. playing perfectly with human emotions, like.

23 The Secrets of Creativity Most important: playing perfectly with human emotions like... Greed: a better deal than others, save... Fear (you could miss...) Humour don t bore people into byuing your products Possession desire, must have... Guilt: you ll feel bad unless...) Envy (limited number...) Mystery (you will knever know, unless...) Curiosity: be the first to...) Sex & Crime (always sells...)

24 The Proof: Outstanding Cases Worldwide Big ideas (to change behaviour) - small budgets, huge success Go where your target group is do the unexpected to change behaviour! Outstanding ideas to change behaviour! People don t read, don t they? Your CRM program is not efficient! Talk to your employees first? (ERM) Outstanding ideas to stimulate brand interaction with FMCG Outstanding cases of brand interaction through all media channels New Media just another channel, or more?

25 If Direct Marketing is......the science of arresting the human intelligence long enough to take money off it J.Donovan I firmly believe that only outstanding creativity is able to overcome the fire wall of human intelligence used to sort out everything not considered important.

26 Booster of Success Proven techniques + outstanding creative ideas to change behaviour Being bisexual increases your chance of getting a date on Saturday night