© 2005 Perceptric Partners perceptric unconventional wisdoms Chris Gilbey and Richard McKinnon

© 2005 Perceptric Partners

perceptric

unconventional wisdoms

Chris Gilbey and Richard McKinnon

© 2005 Perceptric Partners

we are transitioning

Then to now… conventional to unconventional… it’s a world where the

contrarian view drives the optimum outcome

© 2005 Perceptric Partners

benjamin franklin said:

“Tell me and I will forget. Show me and I might remember. Involve

me and I will understand”

© 2005 Perceptric Partners

we live in

The age of involvement

© 2005 Perceptric Partners

things have changed

© 2005 Perceptric Partners

before

Life imitated art

© 2005 Perceptric Partners

now

Life imitates IT(multi-tasking, P2P information etc)

© 2005 Perceptric Partners

before

Conventional Wisdom

© 2005 Perceptric Partners

now

Unconventional Wisdom

© 2005 Perceptric Partners

before

Hit Driven Product

© 2005 Perceptric Partners

now

The Long Tail

© 2005 Perceptric Partners

before

Press Conferences

© 2005 Perceptric Partners

now

Blog Conferencesand wikis and podcasts and…

© 2005 Perceptric Partners

before

Buying ads on a CPM basis

© 2005 Perceptric Partners

now

Creating intimate conversations with customers

© 2005 Perceptric Partners

before

Buy 30 second spot on Superbowl

© 2005 Perceptric Partners

now

Sponsored superbowl blog that goes on and on…

© 2005 Perceptric Partners

old marketing

mmmm…Mass Market, Mass MediaTell them what they need, stock the

shelves and hope the products move out the door

© 2005 Perceptric Partners

new marketing

Listen to what they say

Make everything available

Let the customer decide

© 2005 Perceptric Partners

rear vision marketing

Let’s keep doing what made us successful same quarter last year.

(Can’t get fired for that!)

© 2005 Perceptric Partners

perceptric marketing

Turn the conversation into commitment

Get married to the market

© 2005 Perceptric Partners

conventional

When mud is being thrown, just deny everything and stay on message

One company in Silicon Valley did this and a minor story about working conditions ended up damaging both the stock

price and their ability to hire the best and brightest

© 2005 Perceptric Partners

unconventional

Create a blog, join a blog, tell it like it is… because someone, somewhere will

- regardless of what you think

© 2005 Perceptric Partners

conventional

Hollywood Content

© 2005 Perceptric Partners

unconventional

Consumer Created Content

© 2005 Perceptric Partners

current marketing view

Whatever we’ve been doing = what we should be doing

Don’t allow employees to talk to people – who knows what they will say, and, for what reason?

Invoke compliance (SOX) to maintain status quo

© 2005 Perceptric Partners

better marketing view

Markets are conversations

A product is a conversation

Markets are sets of customers referencing each other

© 2005 Perceptric Partners

conventional

Ignore the blogosphere and it’ll go away

© 2005 Perceptric Partners

unconventional

Analysts read blogsJournalists read blogs

Early adopters create blogsShareholders are customers for information –

from blogs

© 2005 Perceptric Partners

new technology

People overestimate the short term impact…

People underestimate the long term impact…

© 2005 Perceptric Partners

Counterintuitive, contrarian, strategic, tactical…

Success in a Web 2.0 world

© 2005 Perceptric Partners

remember:

It’s not what you say, it’s what they hear

© 2005 Perceptric Partners