how to get the market to do your marketing for you

@irisworldwide!

#SMWParticipationBrands!

THE QUESTION…!

@irisworldwide #SMWParticipationBrands!

…IS YOUR BRAND THRIVING OR IS IT DYING?!


THE WORLD HAS CHANGED!


198M!

237M!

270M!

334M!

376M!

Jan 2015! April 2015! July 2015! Oct 2015! Jan 2016!

Global monthly active users (mobile adblocking browsers)!


7!

We Listen to People, not to Brands!


THRIVING BRANDS ARE ‘PARTICIPATION BRANDS’ !


PARTICIPATION BRANDS?!


THE ONES THAT GET THEIR MARKET !DOING THE MARKETING!


BY MAKING CONTENT & CONVERSATIONS !PEOPLE WANT TO PARTICIPATE IN!


THE INGREDIENTS OF A PARTICIPATION BRAND!


THE 5 PILLARS OF PARTICIPATION!


PASSIONATE PURPOSE!More than just a position in the category or a point of view on the world, a driving force behind all brand behaviour that gives everything you do

an authentic passion, purpose and potency

More than just a position in the category or a point of view on the world,

a driving force behind all brand behaviour that gives everything you do

an authentic passion, purpose and potency!


1/ PASSIONATE PURPOSE!!

More than just a position in the category or a point of view on the world, a driving force behind all brand behaviour that gives everything you do


CULTURE SHAPING!All brands today are busy trying to borrow from or surf culture. If you want to really cut through you

have to bring something genuinely fresh to the party and act more like a cool host than an overbearing guest.

!!


Insert Adi compilation film

CATEGORY INNOVATING!It’s easy for cultural marketing to get disconnected from the role of your product in people’s lives and the ultimate job of helping them buy. We look to bring all this together to ensure you’re offering something more interesting,

exciting and relevant in the context of the consumer relationship.!

!


Insert DOMIS PIZZA LEGENDS




PEOPLE POWERED!Celebrating and involving real people can’t be just a bolt-on to campaign development. It’s a fundamental pillar

of modern brand building if you want to drive affinity , adoption and advocacy. We will always strive to find relevant ways to help brands feel ‘of’, not just ‘for’ their audience.





DISTINCTIVE CHARACTER!A truly distinctive character allows people to quickly, instinctively recognise and feel affinity for a brand.

The most powerful are multi-faceted , provocative and reinforced simply through body language and iconography in every brand experience.


28/01/16

5 MARKETS!

6 SECTORS!

14,000 CONSUMERS 177 BRANDS


HOW IT WORKS!

PERSONALISATION!

INVOLVEMENT!

PURCHASE FUNNEL!EMOTIONAL RESPONSE! ADVOCACY & PRICE ELASTICITY!

EXPERIENCE!

PURPOSE!

POP CULTURE!

DATA!

AUTHENTICITY!

LIFESTYLE!

PERSONALITY!

SHOPPING!

CONTENT!

INFLUENCE!

INNOVATION!


COMPARING BRANDS!


AUTO: TESLA VS UBER!


TRAVEL: AIRBNB VS VIRGIN!


RETURN ON INVOLVEMENT - NPS!


RETURN ON INVOLVEMENT – PRICE PREMIUM!


RETURN ON INVOLVEMENT – SHARE OF MIND!


RETURN ON INVESTMENT!


GENERATION PARTICIPATION!


LET’S PLAY.!

(choose one) !

A QUICK DIP INTO THE 5 PILLARS OF PARTICIPATION!

More than just a position in the category or a point of view on the world, a driving force behind all brand behaviour that gives everything you do an authentic passion, purpose and potency !

Symbolic gesture !!!1.  What would you do if you weren't a business?!

2. What could you sacrifice and still gain in other ways?!

!


More than just a position in the category or a point of view on the world, a driving force behind all brand behaviour that gives everything you do an authentic passion, purpose and potency !

Symbolic gesture !!!1.  What would you do if you weren't a business?!

2. What could you sacrifice and still gain in other ways?!

!

Tackle preconceptions!!1.  What myths could you dispel head on.!

2.  What weakness could you turn into a strength?!!


It’s easy for cultural marketing to get

disconnected from the role of your

product in people’s lives and the

ultimate job of helping them buy.

We look to bring all this together to ensure you’re

offering something more interesting,

exciting and relevant in the context of the

consumer relationship.!

All brands today are busy trying to borrow from or surf culture. If you want to really cut through you have to bring something genuinely fresh to the party and act more like a cool host than an overbearing guest.

Write a headline !!!1.  Can you invent a new cultural story?!!

2.  What outlandish suggestions or fake news could you create?!

!!


It’s easy for cultural marketing to get

disconnected from the role of your

product in people’s lives and the

ultimate job of helping them buy.

We look to bring all this together to ensure you’re

offering something more interesting,

exciting and relevant in the context of the

consumer relationship.!

All brands today are busy trying to borrow from or surf culture. If you want to really cut through you have to bring something genuinely fresh to the party and act more like a cool host than an overbearing guest.

Write a headline !!!1.  Can you invent a new cultural story?!!

2.  What outlandish suggestions or fake news could you create?!

!!Real world proof !!!1.  Can you provide context to dramatize our

products?!

2.  Can simple benefits be turned into symbolic markers of our worth?!

!


It’s easy for cultural marketing to get disconnected from the role of your product in people’s lives and the ultimate job of helping them buy. We look to bring all this together to ensure you’re offering something more interesting, exciting and relevant in the context of the consumer relationship.

Multiply the benefits !!!1.  How could your marketing be as beneficial as

our product? !

2.  Can you turn a simple transaction into a relevant and timely solution?!

!!


It’s easy for cultural marketing to get disconnected from the role of your product in people’s lives and the ultimate job of helping them buy. We look to bring all this together to ensure you’re offering something more interesting, exciting and relevant in the context of the consumer relationship.

Multiply the benefits !!!1.  How could your marketing be as beneficial as

our product? !

2.  Can you turn a simple transaction into a relevant and timely solution?!

!!Brand the boring parts !!!1.  What generic elements of the experience could

you make memorable?!

2.  How can you add some drama, excitement or fun to the everyday?!

!


Celebrating and involving real people can’t be just a bolt-on to campaign development. It’s a fundamental pillar of modern brand building if you want to drive affinity , adoption and advocacy. We will always strive to find relevant ways to help brands feel ‘of’, not just ‘for’ their audience.

Connect your community!!1.  What ideas might connect your users?!

2.  How can you inspire interaction and competition?!

!!


Celebrating and involving real people can’t be just a bolt-on to campaign development. It’s a fundamental pillar of modern brand building if you want to drive affinity , adoption and advocacy. We will always strive to find relevant ways to help brands feel ‘of’, not just ‘for’ their audience.

Connect your community!!1.  What ideas might connect your users?!

2.  How can you inspire interaction and competition?!

!!Rituals and sound-bites!!!1.  Can you create visible and infectious icons,

experiences or memes?!

2.  Can you condense benefits into something snappily shareable?!

!


A truly distinctive character allows people to quickly, instinctively recognise and feel affinity for a brand. The most powerful are multi-faceted , provocative and reinforced simply through body language and iconography in every brand experience.

Create an icon!!!1.  Can you create a memorable symbol for the

brand? !!

2.  How would you personify yourself?!

!!


A truly distinctive character allows people to quickly, instinctively recognise and feel affinity for a brand. The most powerful are multi-faceted , provocative and reinforced simply through body language and iconography in every brand experience.

Create an icon!!!1.  Can you create a memorable symbol for the

brand? !!

2.  How would you personify yourself?!

!!Bare your flaws!!1.  What's your character flaw? When is it a

strength? !!

2.  What's the elephant in the room?!

!@irisworldwide #SMWParticipationBrands!

We know that… !!

In Summary!


We know that… !!If you can generate a more authentic emotional connection! !

In Summary!


We know that… !!If you can generate a more authentic emotional connection! !If you can be easier to recognize and remember! !

In Summary!


We know that… !!If you can generate a more authentic emotional connection! !If you can be easier to recognize and remember! !If you can create more aspirational, exciting and rewarding experiences for - and with - people! !

In Summary!


We know that… !!If you can generate a more authentic emotional connection! !If you can be easier to recognize and remember! !If you can create more aspirational, exciting and rewarding experiences for - and with - people! !If you CAN do all this and become a more vital and vibrant participant in modern consumer lifestyles! !

In Summary!


We know that… !!If you can generate a more authentic emotional connection! !If you can be easier to recognize and remember! !If you can create more aspirational, exciting and rewarding experiences for - and with - people! !If you CAN do all this and become a more vital and vibrant participant in modern consumer lifestyles! !Then you’ll have done what it takes to be a true Participation Brand. !

In Summary!


[email protected]!


how to get the market to do your marketing for you

Marketing