Hello, I’m Bob Gilbreath, Chief Marketing Strategist at Bridge Worldwide, and I’d like to introduce you to my new book, The Next Evolution of Marketing.
There is no question that businesses are up against a revolt… a revolt led by consumers who are bombarded with nearly 3,000 ads a day. And they’re fighting back.
They’re not only tuning out those ads—they’re using technologies like TiVo, iPods, and online ad blockers to skip them altogether. The control’s now in their hands, and businesses are feeling the pain.
With today’s economy, there’s pressure on businesses to take a new approach. As a result, CMO and agency tenures are at near-record lows. And some of the world’s most valuable brands have nearly become irrelevant.
But if you look closely, you’ll see that some businesses have evolved their approach and cracked the code on a new marketing paradigm. Samsung installed free laptop and phone recharging stations for weary business travelers. And Vicks created a mobile alert service that lets people track cold and flu activity in their neighborhoods.
These businesses are all growing sales, share, and loyalty by creating marketing that people choose to engage with—marketing that actually improves people’s lives. I call it Marketing with Meaning, and the purpose of this book is to help your organization shift to this new imperative of doing business.
In Part 1 of the book, you’ll discover the Hierarchy of Meaningful Marketing, which explains how businesses can vary their approach to create value-added programs. The foundation of this model is Meaningful Solutions, in which brands provide consumers with valuable information, incentives, and services. This is the most basic form of Marketing with Meaning, but it can make a big impact. Examples include Denny’s free breakfast giveaway, the Nieman Marcus InCircle loyalty program, and Southwest Airlines’ “ding” fare sale alert tool.
Some brands rise to a higher level by creating meaningful connections. These are entertaining experiences that people can share with others. For example, Sam Adams worked with a wine-glass maker to make the perfect beer glass. 7-11 created real-life Kwik-E-Marts to support the launch of The Simpsons Movie. And Blendtec’s “Will It Blend” videos put this unknown brand on the map.
Finally, a rare few follow the path of creating meaningful achievements by helping people improve themselves and the world. For example, Home Depot classes teach people the skills of home improvement; Abbott Nutrition provides an online tool to help people with diabetes manage their disease; and Dove is on a mission to improve girls’ self-esteem.
In Part 2 of The Next Evolution of Marketing, I’ll take you through a complete process that’ll move your business to a more meaningful approach—from setting the right objectives to selling in to senior management to measuring ROI. You’ll find hundreds of examples and case studies of businesses that are overcoming the consumer ad revolt with meaningful marketing—each with real business results.
The Next Evolution of Marketing can be applied to billion-dollar brands or small businesses, to consumer marketers and B2B firms, in both highly developed markets and developing nations around the world. I believe you will find yourself uncovering new ideas within minutes. So join The Next Evolution of Marketing now.