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NO ONE GIVES A SHIT

ABOUT YOUR BRANDwe are social

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YOUR BRAND ISN’T

THAT SPECIALIn 2011, there were nearly 10 million

trademarks, a quadrupling in the number of

brands in just over a decade.

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YOUR MESSAGES ARE

BEING IGNOREDThe average person is exposed to

hundreds and even thousands of

marketing messages a day.

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YOUR CUSTOMERS

DON’T NEED YOUPeople are using mobile and social to help

themselves.

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SO WHAT NOW?The first step is to understand how the brand’s

role is evolving to become less about convincing

customers to make a purchase to partnering

with them to achieve a shared purpose.

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ENTER AUDIENCE-LED

MARKETINGFor brands, it’s about working together with

your customers to bring to life what you stand

for and demonstrate what your products truly

have to offer.

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WE NEED A NEW

APPROACHOur legacy processes don’t work in this

strange new world. To stay ahead, we’ll need

to rethink how we create experiences that will

really make customers give a shit about our

brand. Here’s how.

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STEP ONE: LISTEN Take a field trip to places where people are

already engaging in conversation relevant to

your brand. Tune-in for insights that can inform

decisions related to everything from packaging

to customer service and beyond.

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STEP TWO: PARTICIPATEBased on insights derived from

listening, identify ways to personalize content

and experiences that add to the conversation.

Demonstrate (instead of say) what you stand

for.

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STEP THREE: ENGAGEContent that is informative, useful, and

engaging will spark conversation. Get involved

in the back-and-forth and show customers that

you really do care.

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STEP FOUR: ITERATERelationships are an ongoing process of trial

and error. Take notes along the way (and

capture data!) that can be used to inform future

initiatives.

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AUDIENCE-LED

MARKETING BUILDS

BRANDS THAT ARE - SPECIAL AND STANDOUT

- LISTENED TO, NOT IGNORED

- NEEDED AND LOVED

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AUDIENCE-LED

MARKETING GIVES

PEOPLE A REASON TO

GIVE A SHIT ABOUT

YOUR BRAND

Thank you

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