Breakthrough, Buzz, and Blogs: Success in Brand Land Dave Rodriguez Chief Marketing Officer ASG Rena

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Breakthrough, Buzz, and Blogs Success in Brand
LandDave RodriguezChief Marketing OfficerASG
Renaissance
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The HurdlesThe Opportunities

• Average shopper is exposed to 1,000 TV ads a
  week
• The average American is exposed to over 5,000
  marketing messages every day
• You could once reach 80 of the television
  audience with a well placed TV ad. Now 10 is a
  major achievement.
• A projected 25 million homes will discover the
  joys of getting around TV ads by 2008

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The HurdlesThe Opportunities

• US Hispanic population is now larger than the
  population of Canada
• 43 of internet gamers are women
• 23,000 new weblogs are created every dayor about
  one every 3 seconds
• Fact One blog created awareness of an issue that
  cost Kryptonite/Ingersoll-Rand 10 million in 10
  days

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New Frontiers
TV-Industrial Age Average Products Advertise to
Anyone Fear of Failure Long Cycles Small Changes
Post-TV Age Remarkable Products Advertise to
Earlier Adopters Fear of Fear Short Cycles Big
Changes
Seth Godin, Purple Cow
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The Challenge

• Get noticed
• Connect with Customers
• Right messageright wayright time
• Impact the Bottom Line

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McKee Wallwork Henderson (December 2004) Brand
Autopsy
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Everybody wants to be a rock star.

• Big news
• True to the brand
• Integrated
• Very cool

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Talking the Talk
HOW MUSIC CONCERTS SPIKE RETAIL FASHION
SALESRocking the Racks at Abercrombie Fitch's
Hollister

• Bring brand closer to customers
• Chat worthy
• Rewarding

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Wheres the love?

• Customer acquisition v. owner appreciation
• Small gesturesbig results
• Customized follow-up

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Tool Box for New Frontiers
Post-TV Age Remarkable Products TV, Internet,
PR Advertise to Earlier Adopters Internet,
Experiential Fear of Fear Internet, Print,
Experiential Short Cycles Internet, Print Big
Changes TV, Print, Internet, Experiential, PR
Insight Discipline Patience Tracking
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Just because you candoes not mean you should.
Scott Bedbury Nike, Starbucks
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Breakthrough, Buzz, and Blogs Success in Brand
LandDave RodriguezChief Marketing OfficerASG
Renaissance