icp summit - marketing keynote
TRANSCRIPT
Global Brand Strategists
Roberto Gomez Jr.
The Cuban
What could you say about milk?
It was white and came in gallons.
People felt they knew all there was to know about it!
THE STORYbehind the industry
In June 1993, the California Milk Processor Board (CMPB) needed to revive sagging
milk consumption in California. A month later, they haired an ad agency to create a
new ad campaign for milk.
They weren't going to turn around a 15-year decline in per capita in one year, but
they believed that at least for certain portions of the population, could flatten it out
and start to move it up. So the CMPB started working with a marketing team at the
agency to create a campaign that became one of the decade's most popular and
critically-acclaimed ad campaigns in print and broadcast.
got milk?
In 1994, California's milk sales increased for the first time in over a
decade, to 755 million gallons from the previous year's 740 million.
Within months, the "got milk?" advertisements became famous.
The tagline, "got milk?" spawned countless imitations wherein "milk"
was exchanged for virtually any product or concept. Everywhere you
looked, publicity-seekers were tagging onto the campaign by
converting the slogan to suit their purposes.
WHY a tag ?
A short statement intended to convey your brand in just a few words
that will be memorable enough that customers remember it later —
giving your business lasting staying power.
You don't have to compete with the giants of advertising to be
effective — it should simply describe your business and work well
with your business.
It can be difficult, but we took this approach:
• Followed it with a message and graphical identification
• It should be memorable
• Didn’t use generic words, clichés, or words that may be hard to read or pronounce
• It should reflect your business personality
• We kept it simple
• It should address the perception of our industry
It can be difficult, but we took this approach:
• Take BORING out of it
• Bring consideration to the design table - A fashionable thing to do
• Global channel of connection
• Followed it with a message and graphical identification
What could you say about concrete polishing?
It’s gray and covers 100s - to -1000s of feet.
People felt they knew all there was to know about it!
Clearly Polished
Clearly
Obviously, self evident, and clean. With the objective to create clarity of reflection on concrete surface. “Refine the surface to a mirror like clear reflection.”
Polished
A professional reflection on the finished product: crisp, clean, well put together. Secondly meaning is what the profession does - create polished concrete.
THE MESSAGEbehind the tagline
“A united industry alliance dedicated to
promoting, strengthening and educating
the business and consumer audience on
the beauty of concrete polishing.”
Taking the tag and message into a visually
appealing identification. That can be used on all
marketing materials to identify the beauty and
untied professionalism of the industry.
A Graphic Identification
Your Tag
a graphical polished look
A unique concrete icon
With history, international recognition and timeless beauty
A united statement
That broadens and accentuates the industry as a solid and tangible leader.
a respected cooperation between industry professionals for a specific
purposes of awareness and eduction.
HOW TOextend the message
Extending the tag and graphical element to
marketing channels from B2B to B2C
Multichannel Marketing
[ R.O.P Advertising ]
[ Print Collateral ]
[ QR Codes ]
web or micro SITESpackaging - POS/POP
best customer MODEL datadirect MARKETING
** (B2B and B2C) Attraction
Traditional
Multichannel Marketing Opportunities
Digital
[ E-mails , Newsletters ]
Your Blueprint
