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Get Connected!
David Lane
CPG Industry Principal
June 19th 2017
Get connected and future proof your brand Implement a Platform for your Brands
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Our planet is a beautiful place
So, here’s some fun/useless information
Planet Earth seen from Space (ISS), mainly at night, with aurora borealis
What happens every year on August 5th?
The Mars Curiosity Rover celebrates the anniversary of its arrival by singing the ‘Happy Birthday’ song, to itself, all alone on Mars!
It rains cats and dogs on Earth but what does it rain on Saturn and Jupiter?
Diamonds!
What couldn’t the Apollo crews have?
Life Insurance!
According to ‘thinkwithgoogle.com’ how many consumers left stores because they couldn’t get the information they wanted after consulting digital product details?
43%
Our planet is truly a beautiful place -
And today we’re bombarded with information from everywhere!!!
WHY?
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Olden days Now
Moment oftruth
We are bombarded from all sides –
2000s1980s 1990s 2010s
Content posted in enterprise DAM repositories
Digital content created & used by enterprise employees & partners
Over 1.2 billion pieces of digital content per day is exchanged.
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ChangingCustomerJourney
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Changing Consumer Journey
First Moment OfThe Truth (FMOT)
Second Moment OfThe Truth (SMOT)
Zero Moment Of The Truth (ZMOT)
Stimulus
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Moments of Truth Converge
Amazon’s app pulls up pricing, reviews and product information
at the retail shelf using a mobile phone
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in-store sales influenced by mobile devices used before or during shopping trips in 2014
Deloitte, May 2015
$1 Trillion
$1.7 Trillioninfluenced by digital media in 2014
“…The online-research rate among purchasers of cerealis 45%, soap is 55% and cosmetics 65%.”
McKinsey & Company, October 2015
Its not just for large purchases
The New World of Engagement
The New World of Engagement
New Destinations New Business Models New Problems
The lines between marketing and digital marketing blurIt’s less about digital marketing…more about marketing in a digital world
40% of marketers own their own P&L today
80% of marketing groupsown budget for
capital expenditures
80% of companieswill refresh their website
in the next 18 months
— Gartner Group research - CMO Spending Survey 2015
89% of companies plan to compete primarily on the basis of
customer experience
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CONTENT IS KING
—Forrester Thought Leadership Paper ,March 2017
“Relevant customer experiences across all customer touchpoints
will be the main determiner between brands that
successfully win, serve and retain customers...”
85% of firms plan to increase their investment in creating
omnichannel experiences
—Forrester Thought Leadership Paper ,March 2017
38% firms can deliver omnichannel experiences
42% organizations say they struggle with consistency across digital and physical touchpoints
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Omnichannel Challenges
—Forrester Thought Leadership Paper ,March 2017
Lacking a Single Source of Truth
Right content, right time, right channel
Coordination with external agencies
Silos within the organization
Consistent information across digital and offline touchpoints
Brands are responding to these trends, but not without challenges..
If so, you’re not alone.
As technology pulls us together, it also
keeps us apart.
Have you asked yourself any of these questions?
• Where are my marketing and packaging assets?
• Is there any way to get this in 3D?
• What romance copy should I use on the packaging….and is this the right logo?
• Where is that picture – maybe it’s on dropbox?
• I don’t have access to the main system, can I just use this file, it worked last time?
• I think the creative agency has that raw video footage, do you remember their phone number?
• Do we create a localized version ourselves, or is it already available somewhere?
Technology shift enables brands to
connect to the consumer in a way
never possible before
But disconnected infrastructure and
internal silos inhibit cohesive brand communication
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Internal obstacles impacting the consumer
experience
% of executive respondents (asked to select 2)The Economist Intelligence Unit, March 2015
27%OrganizationalSilos
27%Lack of integrated information systems
24%Lack of senior MGMT vision & leadership
24%Inflexible technology & app infrastructure
19%Lack of consolidated 360 degree view of the customer touchpoints
16%Lack of employee incentives for collaboration
There are a few solutions out there that can help…..
…… are they up to the job?
Don’t do a poor job!
Invest in a Platform for Brands
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What should a Platform for Brands be and do?
Consistent
Embrace
Personalised
Efficient
Compliant
Integrity
Let’s look at a couple of examples
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BrandConsistency
Various eCommerce sites
http://www.knorr.be/product/detail/359147/knorr-tomatencreme
Reduce Risk & Improve Compliance
Nimble and Innovative
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How did this happen?
Alignment of internal resources with external agencies and vendors
Collaboration on a central platform
Omnichannel alignment connecting the digital, social, and physical touchpoints
Providing content to guide and delight customer experiences
The “Share a Coke” campaign …
…made #shareacoke a No. 1 global trending topic on social media
How to move forward?
Integrate Digital and Physical
Typical, unfocused process
Concept DevelopmentInnovation Asset Development In-Market Distribution
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Innovation Concept Development Asset Development In-Market Distribution
Esko aligns your processes, creating a link between concept & campaign
Finalized Asset Repository and Management
“[Our guests] want to flow seamlessly across all of our channels…and we’ve got to make that happen by having the right underlying architecture.”
Casey CarlChief Strategy andInnovation Officer for Target
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Defining a Platform for Brands
Forrest Thought Leadership Paper March 2017
88% of firms recognize the potential value of adopting a
solution
However…
53% have NOT implemented a solution
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Improving ability to deliver great customer
experiences
Reducing complexity and improving efficiencies
from concept to consumer delivery
Defining a Platform for Brands
Who is Esko?
Unique domain • expertise
35• + years of Brand packaging
experience
20• + years of digital asset
management
Packaging • for 9 out of 10 major
brands is produced by Esko customers
Danaher PID
Pharma inspectionPharma and food Track and Trace
Marking and Coding
SpectrophotometersColor formulation SW
Color standardsColor management workflow
Digital asset management and distribution SW
Packaging management SWPackaging CAD
Pre-press automation SWFlexography imagers
Design & Insights
Concept and Ideation
Production Manufacture FillingInline Printing
Warehouse & Logistics
Distribution & Retail
Strategy & Specification
We enable brands to focus on delivering powerful omnichannel content across all consumer touchpoints.
Our Platform creates, manages and distributes engaging media in a consistent way.
We connect the digital and physical marketing world.
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• Develop packaging and marketing assets faster
• Manage campaigns more efficiently
• Unite resulting brand assets for deployment
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1. Collaborate:
• Connect people, partners, processes and systems• Based on automation, transparency and doing the right task at the
right time
2. Specify:
• Define program and deliverables • Templates require completion and pull data from external systems
3. Create:
• Develop something new up to 50% faster• Content, packaging, or 3D, tools are fully integrated into workflows
4. Manage:
• Establish a single source of truth• Control, leverage and publish assets and eliminate rework
5. Publish:
• Deliver the brand as imagined• Physical and digital brand representations are unified
6. Analyse:
• Drive decisions based on asset and campaign performance• Dashboards and reports allow for learning and improvement
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Modular and Flexible
Integrated platform can be •
purchased modularly
SaaS or on• -Premise options
Packages for departmental •
or global deployment
Experienced Esko service •
staff or partner network eases deployment
Our platform enables Danone’s marketers to collaborate & control their creative processes.
Our solution enables a unified first & second moment of the truth, something that was never possible before.
Resulting increases in efficiency bring cost reductions while enabling marketers to launch significantly more promotions on the market than were possible before.
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“The ‘Share a Coke’ campaign is all about talking to the hearts of teenagers, and personalization is a very powerful tool for doing so… packaging, as a key part of marketing made this campaign much more powerful.”
— Marit Kroon, marketing manager, Coca-Cola Europe
The groundbreaking share a coke campaign was made possible by Esko’scampaign management & variable data software.
