windtunnel marketing (internationalist conf, nyc, april 2011)

THE ANTI WIND TUNNEL

MARKETING MOVEMENT

22

WHEN DID ALL THE ADSSTART LOOKING THE SAME?

SAME SCENARIOS…

SAME NARRATIVES…

6

SAME CASTING..…

7

8

THE CLASSIC COMMUNICATIONS

MODEL

RELEVANT

DIFFERENT

BEHAVIORALCHANGE

9

THE DOMINANT COMMUNICATIONS

MODEL

BEHAVIORALCHANGE

RELEVANT

DIFFERENT

WE HAVE FORGOTTE

N THE POWER OF DIFFERENC

E

11

SO WHAT?

12

IT ALL BECOMES A GAME OF RESOURCE –BIGGEST MEDIA BUDGET, DISTRIBUTION, NETWORK OR SALES TEAM WINS

13

“Marketplace clutter takes 5 forms.

Product clutter.Feature clutter.

Advertising clutter.Message clutter.Media clutter.”

“The human mind deals with clutter in the best way it can –

by blocking most of it out”

1414

WE’RE IN DANGER OF

RE-LIVING OUR

ERRORS

SAME OLA.....

16

SAME UGC....

SAME TOOLS…

SAME CONTENT…

19

2020

21

GENERAL QUESTIONS

How long did it take to compile this FAQ?

I have another question what email address do I use to contact you?

Is it true that Teux Deux is the 16th greatest invention of all time?

What are the other 15 greatest inventions?

A long time. So read it.

Before you email us, read this FAQ and give our demo videos a watch. If you ask a question that is already available here, you won’t get a response.

Yes.

We can’t go into detail, but we can say that #6 is Nutella.

22

INSANITY: ”DOING THE SAME THING OVER AND OVER AGAIN, AND EXPECTING DIFFERENT RESULTS”

WHY HAS THIS HAPPENED?

GLOBALIZATION

THE PROFESSIONALISATIONOF MARKETING

CODIFICATION OF BEST

PRACTICE

26

CONSUMER GROUPS – INSIGHT

DISCOVERY

STRATEGIC & CREATIVE

DEVELOPMENT

CONSUMER GROUPS – CREATIVE TESTING

CONSUMER SURVEY – CREATIVE TESTING

SAME CREATIVE DEVELOPMENT MODEL = SAME OUTPUT

27

SO WHERE DO WE GO

FROM HERE?

1. HIRE DIFFERENCE

Spencer Stuart 2010 data shows < 30% CMOs hired from outside their current industry

‘I know you’ve got experience in the baked goods and bread category … but do you have any in sliced bread?’

Account Man at interview with potential

new boss (New York Circa 1972)

Client inquiry, Singapore

30

2. BUDGET FOR EXPERIMENTATION

31

3. REWARD RISK

4. VALUE IGNORANCE

33

5. JUDGEMENT-BASED DECISION MAKING

34

‘I love this work. It’s on

brief, on brand and really engaging.

Let’s move straight to research.’

Client -Anon

ANALYSIS PARALYSIS?

‘In business we value most highly that which we can measure most precisely...

...consequently we ofteninvest huge amounts in being precisely wrong rather than seeking to be approximately right.’

Sir John BanhamPresident of the CBI

37

6. HURRY UP

Too much time creates room for caveats, committees and complacency. Speed can be liberating, exciting, invigorating.

THE 40/70 RULE‘Don’t take action if you onlyhave enough information togive you less than 40% chanceof being right. But don’t waituntil you have enough facts to be 100% sure, because by thenit is almost always too late. Once the information is in the 40 to 70 range , go with your gut.’

Gen (Ret) Colin Powell, Secretary of State

THANK YOU