Changing Face of Marketing March 19, 2015

2005 2007 2006 2009 2008 2013 2010 2011 2015 2014 2012

Media & Marketing A decade o f changes

A few years ago, there were just a few clear buckets of marketing activity.

There has been an explosion of required activities and roles.

CVB Public Relations Efforts – Then & Now

FOODTOPIA – Ad Campaign to Marketing Initiative

Evolution of the Web Site

1996

2001

Present

Expanding Opportunities

Social Uprising

Social Uprising

• Social has turned conventional media inside out

• Consumers are the stars • Their currency is likes, follows,

comments, pins, etc. • 92.5% of all Internet users use at least

one platform • Social = 20% of time spent on desktop

and 58% on mobile devices • Regular news outlets regularly quote

Twitter stats or air YouTube clips • The amount of content created daily

is mind-blowing

Social Uprising

Social Uprisings Up and Comers

Instagram Pinterest Vine

2nd largest platform All about discovery 6-second video clips Bought by FB for $1B 68% female Most shareable content on social Ad model coming Highest sales conversions Greensboro star has 12MM fans

Social Uprising

CVB SOCIAL CHANNELS --

YouTube Channel

2 Pinterest Pages with multiple boards

Instagram Multiple Twitter Accounts

2 Consumer Facebook Pages

From Product Centric to Consumer Centric

Providing Value for the Consumer

Nivea Sun Kids’ "Protection Ad" campaign

Results

8 of 10 who saw the ad downloaded the app, and even after the campaign ended, the ad remained on parents’ cell phones and children’s arms. Nivea also received numerous requests for bracelets via word-of-mouth. The campaign boosted Nivea Sun Kids to the segment’s sales leader for the first time, with a 62% increase in Rio de Janeiro.

From Markets owning the Brand to Consumers sharing the Message

The Engagement

The Battle of the Buzz

The “Response Campaign”

The Idea: Respond via entertaining video to tweets and other social posts about Old Spice, in Twitter time

• What It Took: • Set designers • Builders • Prop masters • Influencers • Social listeners • Script writers • One very funny actor • Videographers • Editors • Software developers

What They Created

• Nearly 200 videos within 3 days

• By the end, the ability to go from a fan or celebrity’s Tweet to a launched video response within 7 minutes

Results

• Posted over 180 video responses to comments on Twitter, Facebook, Reddit, YouTube etc., accumulating 5.9 million views and 22,500 comments in the campaign’s 24-hour time span.

• In one day, Wieden + Kennedy came close to matching the views on the previously released Old Spice viral ad which came out on June 29..

• The original ad, posted on February 4, is currently at 50M+ views.

2010 Stats

In the First Month

• Twitter followers up 2,700%

• Facebook fan interactions up 800%

• Facebook fans up 60% (from 500,000 to 800,000)

• Oldspice.com traffic up 300%

• YouTube subscribers for the brand more than doubled, increasing from 65,000 to 150,000

• And Old Spice became the #1 All-Time Most Viewed and #2 Most Subscribed Branded Channel on YouTube

From Profit-Oriented for Business to Win-Win with Consumer

Find Your Greatness

The Olympics organizing committee was stringent about non-sponsor advertising anything remotely “Olympic” in the vicinity of the “Olympic Exclusion Zone.” Could not say the word London if you weren’t a sponsor!

Results

430,600 mentions on average per day throughout the campaign 63% interviewed thought Nike was an Olympic sponsor (Adidas was) 10M+ views on YouTube campaign videos Most active day ever tracked 596 million Fuelpoints via Nike+

Tapping into The Moment The Rise of Real-time Marketing

Success • Designed, captioned and approved within

minutes

• Retweeted over 10,000 times within the hour

• Possibly more effective than their actual Super Bowl ad, which cost millions

“...This year, Anheuser-Busch InBev is maintaining 4 war rooms... housing client executives; agency staff from creative, production, communications strategy, social and account management groups; people from the brewer's social and media buying agencies; and representatives of media partners like Facebook and Google...

Technology Creates New Opportunities

The Billboard that Improved Lives FCB Mayo was assigned to promote the opening of the application period at the University of Engineering and Technology of Peru, UTEC, which is located in a desert region with a shortage of drinking water.

Results

• The billboard produced more than 9,450 liters of drinking water in just 3 months – enough to supply hundreds of families with drinking water for months!

• Since the billboard's installation, UTEC reports a 28 percent increase in enrollment.

Content is King; Distribution is Queen

Out with the Old, in with the News

• Traditional news usage continues to decrease • In 2015, less than 17% of Americans watched the evening news via network TV • Newspapers have had to lay off 1/3 of their full time staff • However, consumers are obsessed with the news and have more choices than ever

Lost 35% of viewers from 2005 to 2015

Out with the Old, in with the News

• Consumers turned to cable, digital and social for the news • BuzzFeed is seen by 15 million more people than the NYTimes • New methods of producing and distributing content • Consumers are more likely to click short-form, easily digestible content • User-generated content is shaping world events

NY Times vs BuzzFeed

In June of 2000, there were fewer than eight million websites. Today that number is greater than 750 million, according to Netcraft.com.

"Content marketing is the only marketing left.” Seth Godin.

The convergence of paid, owned and earned media has blurred the distinction between each.

Native Media Partners

Pathway of a Sponsored Ad

Better Integration

PR & Social Advertising Paid Search

Message Message Message

Message

PR Advertising Paid Search Social

Consistency of Messaging & Timing

The Second Screen

Mobile from Zero to 1st #1 Platform and growing

• Since the iPhone was introduced in 2007, the smartphone market went from nascent to consumers’ #1 platform of choice

• In 2014, mobile usage surpassed desktop usage • $20 billion will be spent on apps in 2015 • For travel planners many consumers start their

journey on mobile but choose to book via desktop or calling directly

• 50% of consumers now visit the Asheville’s mobile site

• Brands need to provide smart and sophisticated mobile experiences to captivate consumers and convert

The Attention Dilemma

Implications for Asheville

• Key Takeaways • Seek out strategic partnership opportunities with digital platforms

and content development • Immerse and integrate all marketing efforts to ensure all resources

connect • Allow curated user-generated content and sharing to fill in the gaps

and promote brand • Provide sophisticated platforms across emerging platforms

including the launch of a responsive site for mobile • Increase resources to produce and distribute content to remain

visible and satisfy consumer demand