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Wake up call The power of your brand lies with your customers –They choose to watch your ad (or not) –They decide to read your collateral (or not) –They.

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Presentation on theme: "Wake up call The power of your brand lies with your customers –They choose to watch your ad (or not) –They decide to read your collateral (or not) –They."— Presentation transcript:

1 Wake up call The power of your brand lies with your customers –They choose to watch your ad (or not) –They decide to read your collateral (or not) –They may speak positively about you (or not) –They hold the money we all so desperately want

2 And resistance to traditional advertising is cresting “… direct experiences drive brand perceptions more than traditional advertising…partly due to flagging consumer confidence in advertising messages.” 93% of Americans surveyed by Yankelovich “do not have great confidence in the advertising messages of large corporations.” The KISS mantra

3 What is success? The advertising age –2% conversion The post-advertising age –100% engagement Engagement

4 Rich content gets engagement Relevance

5 Because it rates high for relevance… Entertainment

6 …and for entertainment Saved & filed

7 And, good news for B2B marketers, such content gets saved and used. Independent

8 June 14, 2006 What keeps Brown up?

9 The creative problem 2005: Stuffy 1950s-style graphics Focus on UPS: We did this and we did that… No engaging story. No thought to the audience. 2006: New approach

10 The creative solution Modern business-magazine design Focus on the customer: Fortune-style profiles of success Switch from illustration to photography to make it real Engaging stories about what Brown did for its customers. The bigger problem

11 2006: Multiple overlapping magazines delivering uncoordinated messages Some 2mm+ copies printed and mailed 2-6x per year The bigger problem The bigger solution

12 2007: Reduce to one magazine delivering coordinated, versioned stories to carefully defined audience segments Under 1mm copies printed and mailed 4x per year The bigger solution Compass web

13 Metrics A survey of 5,000 reader-customers determined that: 92% enjoy reading the customer profiles 35% have been prompted to try a specific UPS product or service after reading an article 69% pass their copy to others in their company to read 87% would prefer to continue to receive their magazine in the mail versus electronically Metrics

14 A survey of 5,000 reader-customers determined that: 92% enjoy reading the customer profiles 35% have been prompted to try a specific UPS product or service after reading an article 69% pass their copy to others in their company to read 87% would prefer to continue to receive their magazine in the mail versus electronically

15 2007: Using the 7-figure savings on paper and printing, create new customer-facing web site, monthly newsletter Total new content: Up 300% The even bigger solution Drive to web tactics

16 Needed brand platform

17 Needed a brand platform to unify B2B communications Workshop

18 Two-day workshop revealed: It was too late for newspapers – written yesterday, printed last night, read today While the competition is instantaneous: Bloomberg, CNN, Sky, etc. Reality had shifted

19 Epic 2015 Viewspaper

20 Two-day workshop revealed: A Viewspaper, not a newspaper Brand platform

21 Movie

22 UPS

23 Thank you


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