版式布局和色彩搭配都非常规范的一个ppt案例
- 1. THE ARCHITECTSFUTURELABWe assist Marketers to maximise the return on their investments Innovators to create more successful propositions. CEO’s to grow profits through customer-centricity.Athens Brussels Bucharest Hamburg Iasi Kiev Moscow ShanghaiSome Credentials Astra Zeneca Deloitte Fortis Investments Heineken Hewlett Packard Lego MobistarSpecial RelationshipGemalto Lexus Philips Pireaus
- 2. CHANGE MARKETING? YES WE CAN.DIGITAL EDITIONFUTURELAB
- 3. Flashback 2006: I Am The MediaFUTURELAB
- 4. UK DVR owners who fast-forward the adverts (% of recorded programmes) Source: Ofcom Research, February-March 2008DVR Growth by Region (millions of units)Source: Informa Telecoms & Media, Q4-2008TV Ads are being “tuned out”FUTURELAB
- 5. “The workers should appropriate the means of production”After all, there is an ever expanding universe to play withFUTURELAB
- 6. “The problem is not the [online] medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed” Eric Clemons“Informed” consumers are much less reliant on advertising for product information Out of 20 media company blogs are “least trusted” sources of information. Consumer product ratings/reviews are the second most trusted source. (Forrester, Q2-2008FUTURELAB
- 7. Relevance Engagement Reputation C u s t o m e r J o u r n e yRelevanceEngagementReputation€FUTURELABAN OPEN SOURCE MODEL
- 8. BRAND-CENTRIC COMMUNICATION PLANNING HUMAN-CENTRIC COMMUNICATION PLANNING To make me pay attention, stop looking at yourselfFUTURELABStarts from what the brand wants to say and how to efficiently get it to pre-defined homogeneous audiences.Starts from what the customers want to “hear” and and being relevant to their situation, environment, interests and needs.
- 9. relevance = f(personality, need, situation)What would this man want to hear?Human Centric Communication PlanningFUTURELAB
- 10. TODAY: Take your existing plan and ask yourself “what’s in it for the customer to give me his media-time?” How can I make it more relevant and interesting? And if you don’t know, go into the street and ask.Project Battlecry: Challenge 1Introduce Human-Centric Communication PlanningFUTURELABSTRUCTURAL SOLUTION Establish a “human driven” communication planning model
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