marketing-presentation销售演讲.ppt

1、Marketing 3: On Accountability,Feel free to re-use or mash-up this presentation under Creative Commons 2.0 license (non-commercial, attribution,FUTURELAB,Alain Thys: Jekyll or Hyde ? As a retailer/VC/entrepreneur: Double digit ROI As a marketer: Close to 100,000,000 spent to date, and very little to

2、 show for it,If you think marketers have an image problem,FUTURELAB,What People Think of Marketers,Dont shoot the messenger,FUTURELAB,Marketers are faddish, irresponsible, dont think like business people more akin to a recalcitrant child,McKinsey & Company, CEO/CMO Survey, 2005,FUTURELAB,The average

3、 tenure of CMOs in consumer markets is 23, 15 or 12 months,FUTURELAB,FUTURELAB,Too many marketers have become so specialised that they dont think in terms of the companys big picture,Philip Kotler,Marketers are frivolous and difficult to approach,Australian Society of Certified Public Accountants,FU

4、TURELAB,Cranfield University,Withhold research Take credit for others work Lack structure Are always in meetings Work from 10 to 4 Have long lunches Unaccountable, untouchable Seek quick promotions Churn Care about cars, stats and lunch Use jargon Slippery Expensive,FUTURELAB,We cant compete on pric

5、e. We also cant compete on quality, features or service. That leaves fraud, which Id like you to call marketing. Dilberts Boss,cc 3.0, Megaqwerty,FUTURELAB,FUTURELAB,Buy Stormhoek Wine,FUTURELAB,If you think marketers have an image problem,FUTURELAB,Marketers need to become more accountable for them

6、selves and for the benefit of the business,The outsiders perspective Marketing campaigns have unsure or negative ROI Sales promotions dont generate sales Consumers get irritated by advertising Most new value propositions fail in the market The campaign presentation never reflects consumer reality Ma

7、rketing initiatives overpromise And each year they come up with a new story,FUTURELAB,The Marketers Bushido,FUTURELAB,Changing marketings bad image,The Marketers Bushido,FUTURELAB,Insight Respect Integrity Financial Acumen Inclusion Perspective Passion,The Marketers Bushido,FUTURELAB,Insight Respect

8、 Integrity Financial Acumen Inclusion Perspective Passion,FUTURELAB,In spite of all “insights” and research, 95% of consumer products introductions and innovations fail to reach their ROI targets How do you make a difference to someone who has infinite choice,German Traditional Chains vs. Hard disco

9、unters McKinsey & Company, Nov 2004,FUTURELAB,FUTURELAB,60% of sensory experience of drinking espresso comes from the retail environment (and you lose it when you go home,The Experience IS the Product,Insight,Insight,Insight,Insight,Insight,Acting on Insight in emotions, rationalisations and choice

10、drivers at every step of the experience,FUTURELAB,Insight,Product,Best Practice is Insufficient,Dont forget to understand the “influencers,Understand what truly drives and moves me . and those who influence me . at every step of the overall experience you offer,Real Insight,FUTURELAB,The Marketers Bushido,FUTURELAB,Insight Respect Integrity Financial Acumen Inclusion Perspective Passion,FUTURELAB,RESPECT,FUTURELAB,RESPECT ,http:/,Dont treat me like a child,one message doesnt fit all,FUTURELAB,FUTURELAB,28-34 Online music, movies & laser hair removal Modest but dependable disposable i