The plumber and the game of soccer

Eric Pakurar Head of Strategy, G2 USA @pakyouare epakurar@g2.com

The plumber and the game of soccer

This is a story about

DOING WHATS RIGHT

business = EFFICIENT

business = EFFICIENT

advertising

advertising

pr

direct

in-store

advertising

pr

direct

in-store

ooh

events

npd

sports

wom

advertising

pr

direct

in-store

ooh

events

npd

sports

wom

digital

mobile

UX

social

advertising

pr

direct

in-store

ooh

events

npd

sports

wom

digital

mobile

UX

social

AND IT WORKED
20000

300% increase in sign-ups

15000

Weekly sign ups

10000

5000

Campaign begins

68% reduction in marketing investment 104 million incremental revenue

advertising

pr

direct

in-store

ooh

events

npd

sports

wom

digital

mobile

UX

social

0 things made

things made

0 things made

ooh

advertising events

pr

npd

direct sports

in-store wom

digital

mobile

UX

social

things made

ON SILOS

These creative entities are locked off in separate P&Ls. They're not built to solve clients' problems, they're built to satisfy individual P&Ls.
Mark-Hans Richer, CMO of Harley-Davidson

Fast Company, Mayhem on Madison Avenue, November 17, 2010

PERSPECTIVE ONLY COMES AT THE ENDS OF THE SPECTRUM

0 things made

things made

PERSPECTIVE ONLY COMES AT THE ENDS OF THE SPECTRUM

0 things made

things made

PERSPECTIVE ONLY COMES AT THE ENDS OF THE SPECTRUM

0 things made

things made

86

of CMOs believe they have a single view of the consumer that is consistent across their enterprise

14

Forrester / Heidrick & Struggles survey of 200 CMOs: The Evolved CMO in 2012, Feb 22, 2012

THE ENDOWMENT EFFECT

People place an extra value on things they already own.

The Economist, To have and to hold, August 28, 2003

THE ENDOWMENT EFFECT

HOW WE TEND TO LOOK AT THINGS

THE REAL WORLD

REPLACE MY TV

BUY A FLAT-SCREEN

THE REAL WORLD

RESEARCH MANUFACTURERS

DISCUSSED THE PRODUCT

RESEARCH AVAILABLE PRODUCTS

SEARCH FOR OFFERS & PROMOS

REPLACE MY TV
ASKED FOR ADVICE OR RECOS

SAW AN AD

BUY A FLAT-SCREEN
COMPARE OPTIONS COMPARE PRICES

TIMEX

TIMEX

1 Make them think of the watch a fashion accessory 2 Get them to shops watches in addition to clothing and accessories

CABLE SERVICES
NEW DEVICE 22%

MOVING 19%

PRICE 17%

POOR SERVICE 14%

LIVING / TRIGGER

AH-HA

STRAIGHT SCOOP

THE SEARCH

DEALS

SIGN UP

CABLE SERVICES
NEW DEVICE 22%

MOVING 19%

24%
SAW AN AD

1. WOM 2. TV 3. DM

PRICE 17%

POOR SERVICE 14%

LIVING / TRIGGER

AH-HA

STRAIGHT SCOOP

THE SEARCH

DEALS

SIGN UP

CABLE SERVICES
NEW DEVICE 22% 35%
RESEARCH AVAILABLE SERVICES 1. FAMILY

MOVING 19%

24%
SAW AN AD

26%
ASKED FOR ADVICE OR RECOS 1. FAMILY 2. FRIENDS

1. WOM 2. TV 3. DM

PRICE 17%

23%
DISCUSSED THE PRODUCT OR SERVICE 1. FAMILY

POOR SERVICE 14%

33%
RESEARCHED PROVIDERS 1. FAMILY 2. SEARCH 3. TV

LIVING / TRIGGER

AH-HA

STRAIGHT SCOOP

THE SEARCH

DEALS

SIGN UP

CABLE SERVICES
NEW DEVICE 22% 35%
RESEARCH AVAILABLE SERVICES 1. FAMILY

21%
COMPARED PRICES 1. WEBSITE 2. SEARCH

MOVING 19%

24%
SAW AN AD

26%
ASKED FOR ADVICE OR RECOS 1. FAMILY 2. FRIENDS

1. WOM 2. TV 3. DM

23%
CALCULATED COSTS N/A

PRICE 17%

23%
DISCUSSED THE PRODUCT OR SERVICE 1. FAMILY

POOR SERVICE 14%

33%
RESEARCHED PROVIDERS 1. FAMILY 2. SEARCH 3. TV

23%
SEARCHED FOR OFFERS AND PROMOS 1. WEBSITE 2. SEARCH

LIVING / TRIGGER

AH-HA

STRAIGHT SCOOP

THE SEARCH

DEALS

SIGN UP

CABLE SERVICES
NEW DEVICE 22% 35%
RESEARCH AVAILABLE SERVICES 1. FAMILY

35%
COMPARED RATES AND PACKAGES

21%
COMPARED PRICES 1. WEBSITE 2. SEARCH

1. WEBSITE 2. FAMILY 3. FRIEND

MOVING 19%

24%
SAW AN AD

26%
ASKED FOR ADVICE OR RECOS 1. FAMILY 2. FRIENDS

1. WOM 2. TV 3. DM

23%
CALCULATED COSTS N/A

PRICE 17%

23%
DISCUSSED THE PRODUCT OR SERVICE 1. FAMILY

39%
SAW AN OFFER OR PROMO

POOR SERVICE 14%

33%
RESEARCHED PROVIDERS 1. FAMILY 2. SEARCH 3. TV

23%
SEARCHED FOR OFFERS AND PROMOS 1. WEBSITE 2. SEARCH

1. FSI, CATALOG 2. WOM 3. DM

LIVING / TRIGGER

AH-HA

STRAIGHT SCOOP

THE SEARCH

DEALS

SIGN UP

CABLE SERVICES
NEW DEVICE 22% 35%
RESEARCH AVAILABLE SERVICES 1. FAMILY

35%
COMPARED RATES AND PACKAGES

21%
COMPARED PRICES 1. WEBSITE 2. SEARCH

1. WEBSITE 2. FAMILY 3. FRIEND

BUY NEW PROVIDER

76%

MOVING 19%

24%
SAW AN AD

26%
ASKED FOR ADVICE OR RECOS 1. FAMILY 2. FRIENDS

1. WOM 2. TV 3. DM

23%
CALCULATED COSTS N/A

PRICE 17%

23%
DISCUSSED THE PRODUCT OR SERVICE 1. FAMILY

39%
SAW AN OFFER OR PROMO

RE-UP WITH CURRENT PROVIDER

20%

POOR SERVICE 14%

33%
RESEARCHED PROVIDERS 1. FAMILY 2. SEARCH 3. TV

23%
SEARCHED FOR OFFERS AND PROMOS 1. WEBSITE 2. SEARCH

1. FSI, CATALOG 2. WOM 3. DM

LIVING / TRIGGER

AH-HA

STRAIGHT SCOOP

THE SEARCH

DEALS

SIGN UP

GOOD CONNECTIONS HAPPEN WHEN YOU...

Step away from the machine

GOOD CONNECTIONS HAPPEN WHEN YOU...

Step away from the machine

See the whole field

EFFECTIVE IS THE SEXY NEW THING

SAY HI, WHY DONT YOU?

@pakyouare epakurar@g2.com