I’m more archetype than architect. “Ideas quarterback” meets “radical optimist”. But thanks. Enough blood to the research vampiros!! Time for fun and games. Permission to misbehave is granted!! I mean this literally. Mass marketing is dead. The agency model is dead. The boundaries of control are dead. It’s “Deadwood”, the blazing digital frontier. No rules - just dreams, ideas, hearts and king-cojones.
Fun and speed are the new black. And you top students of Florida, you guys, are behind the wheel.
It’s who dares flies! Quite the challenge.
From Information Economy, Knowledge Economy, Interruption Marketing (aka the Mass Market), Permission Marketing, the Experience Economy, Attention Economy to the ATTRACTION ECONOMY. The future of communications lies in Attraction.
HOW TO SURF THE ATTRACTION ECONOMY
The digital revolution is transforming marketing, entertainment and technology everywhere. The boundaries between media and advertising, content and products, creator and producer, audience and critic are dissolving. It’s convergence and divergence. And everything is media.
1: Where do you begin?
Start with the answer and work back. And the answer is always people, not technology. What thrills them, attracts them, inspires them.
2: Create Lovemarks
The answer is people and what drives them. When I put love and business together nine years ago, Wall Street froze over. Madison Avenue had kittens. Fortunately, neither call the shots! Consumers do. They want something beyond benefits, attributes, performance, functionality. Beyond brands. They want Lovemarks. Products to trademarks, trademarks to brands. brands to Lovemarks. Lovemarks are the future beyond brands.
The Love / Respect Axis adds perspective:
3: Accelerate with Sisomo
Lovemarks are animated by sisomo, Sight, sound and motion is the accelerator of the Attraction Economy.
Sight, Sound and Motion have broken free from TV.
For decades TV has been the master of sisomo. It is still the No. 1 global medium and the best selling tool ever. 2.5 billion Households in the world have one.
TV is inclusive. Everyone can use one. People love to watch. Any creative, ambitious person wants to attract the widest audience, Long Tail notwithstanding.
But TV is changing. It is morphing beyond the screen in the living room to screens everywhere. People want a life more engaging, more interactive, more intimate.
NEWS: McKinseys see a future where TV advertising in 2010 will be one-third as effective as it was in 1990. McKinsey’s latest report. A wolf in sheep’s clothing. A biz pitch dressed as a report on TV ad effectiveness.
JACK MYERS’ RESPONSE: The [McKinsey] conclusions… are dangerous, misleading and, in my opinion, short-sighted. An intelligent focus on the future of the television medium should emphasize the growing importance of multi-platform extensions, interactivity, consumer engagement with content…. The growing value of branded properties that make and emotional connection to their audiences…. Visibility to 2015, when the full impact of digital, high definition, DVR technology, mobile, Wi-Fi and multiple other new technologies will be felt. By 2010, new business models will be attracting fresh marketing revenues to the TV industry. Jack shoots straight. TV will stay No.1 global medium but gather more emotion, pace and interactivity. Breakthrough sensory technology with more live programming, more demand for local programming. More irresistible programme franchises – 24, American Idol, Sopranos.
The revolution is visual – sight, sound and motion.
Video streams viewed rose 50% in 2005. Expect an increase of 32% to more than 23 billion this year. A 100 million videos watched a day on YouTube is critical mass. Spending on online video ads will rise to about $1.5 billion in 2009 from a projected $385 million in 2006 [eMarketer]
Sisomo is what shines through the torrent:
4: Be Creative Connectors
Across market and platform, players are jostling for position. Media boundaries are being reconfigured.
Communicators have to orchestrate a network of suppliers, media and technologies. Be creative connectors not directors.
Connect a great idea with strategic partners at multiple scales. Take ideas across technologies and media. Dump silos and egos. Be connected, creative and seamless.
No medium replaces another. Consumers want And / And, not Either / Or.
Some brands get it too – Nike and iPod; Levis and Ipod; U2 and Ipod.
Everyone is trying to do this case-by-case. Don’t get lost in the detail. What’s needed are creative thinkers, problem solvers, innovators and sisomagic. People who can connect ideas and emotions, technologies and deep consumer understanding.
Consumers are clear. They want more customized, more personal, more engaging communication. It’s not how a TV spot can be played on the web or a phone. It’s what matters whenever, where ever, however consumers choose.
Yaris tells leading edge sisomo stories that attract the elusive 18-34 year group. The Yaris Campaign combined traditional media, mobisodes and games.
Above: Yaris mobisodes
5: Fail fast, Learn fast, Fix Fast
“You don’t learn much from watching the film of a game in which you killed the competition.”
Be Courageous. You miss 100% of the shots you don’t take. Pursue failure! Ford Coppola: “It's not a gamble unless you go all the way.” New communications platforms mean new opportunities – not retrofitting the old. Innovate or die!
Leap Before you Look No one has a bullet-proof model for sisomo. There are very few ways to pre-test sisomo projects. sisomo is moving so fast it’s over before research makes a call.
The big questions are answered by courage, speed and spontaneous recklessness, not metrics. Only one question matters. Do you want to see it again?
“When the going gets weird, the weird turn pro”
Unleash Inspirational Consumers For velocity, unleash the Inspirational Consumer. Word of mouth has always been the most effective form of advertising. It’s timeless, and now exponential. One friend talking with another friend – because you’d rather believe your friends than Brad Pitt!
REPORT: Product reviews and ratings are the most used form of consumer generated content – and have one of the most direct impacts on purchasing.
The Consumer is Boss, networker and medium - and the viral minority are all powerful. Inspirational Consumers are the makers, marketers and sisomovers who fuel Lovemarks.
Consumers may feel starved for time, but someone is behind all those blogs, YouTube spoofs, MySpace profiles. When people are excited and involved, they make time.
Go out and make a difference – before it’s too late.
A presentation to leading media professionals at the IAA / Florida International University Summit: The Attraction Economy, Lovemarks and sisomo are the answer to work back from in a changing media landscape.
|The Attraction Economy|
|Excerpt from a P&G presentation in Venezuela on 15 August 2006.|
|sisomo - Sight, Sound and Motion|
|Excerpt from a Saatchi & Saatchi presentation in Madrid on 8 June 2006.|