12 secrets of marketing and you won't believe what happens next | Naimul Huq | TEDxUNC

[Music] I'm going to reveal to you the 12 steps to winning at marketing and what happens next is that well there are only four steps create share some kind of magical process and profit in order to succeed in marketing you have to create something representative of yourself and your audience and distribute it in the right way in reality there is some assembly required the one idea I want to express today is that marketing is complex because it strives to understand human beings and human beings are perplexing but you have the tools to understand them you just need to look for the right things and there are 12 steps we'll start with the Voice who are you what can you promise me and how can you live that promise every day corporations may or may not have human rights but they're filled with people who strive every single day to live up to the ideal of their organization Red Bull has a loud voice but it's not just loud it's one of the strongest brand voices on Earth not just among beverages or pickme UPS their promise is Wings an alternate reality where you can freef fall from the edge of space at the speed of sound or perfect that kickflip the people at Red Bull expressed their identity through dazzling content fueled with adrenaline when I was embedded in their office I observed the massive dedicated team of data scientists brand evangelists gut driven Executives and multimedia Heroes who represented this voice from behind the edge of a blue and silver can their voice is just as strong as their visual identity the field of visual identity was pioneered by Gordon lipincott a one-time engineer turned into industrial designer who coined the phrase corporate identity and gave Brands the storytelling capacity to compete in a crowded Market liping cot introduced Evolution Brands aren't anything new Merchants have been marking their goods for centuries but he literally wrote the book on business for on design for business and his production from the Campbell Soup label to the Big G and General Mills to the pervasive and ever consistent Coca-Cola brand globally gave us a new idea of the the promise that Goods engendered in the marketplace Paul aare is one of the most prolific and active designers in the world and she more than anyone knows that anyone has a challenge when when bringing a story to life in the comic here there's a designer presenting her work to a client and the client saying why should I have to pay you so much if it only took you 10 minutes to make this to which she responds I studied for 10 years to be able to create this in 10 minutes when when polisher was tasked with designing the logo of City Bank she actually drew it on a napkin in less than a minute and then she spent a whole year with Bor justifying her intuition and her expertise justifying the symbolism behind it only to come back to an assembly that mirrored what was on the napkin in the first place and this is because people have a strong attraction to trivial matters it's actually called Parkinson's law of triviality and what it means it argues that that organizations will give undue weights to trivial ideas and it's something that no matter what assembly you're pursuing you're going to have to contend with many of you will recognize this building the Morhead planetarium houses the offices of the oldest merit scholarship in the country and in their history they've not only grown in network and promise but they've also seen their example mimicked in other institutions and despite their position as the first and the oldest this necessitated the development of a brand identity and a differenti line of implementation this need evolved over time as all things do as Their audience renewed and changed and had different values so they tasked us with revitalizing the branding and we analyzed and researched and Drew upon the best practices of others and came up with multiple iterations that ultimately resulted in their most current present expression branding should speak to an audience on an intimate level it should evoke an emotional response if it's intended to inspire his purview should be grand the colors the font the typography even the space between the brand and the next thing on the page should ex should exist solely to support your message the Morhead Kane's audience is adaptive and The Branding needed to be adaptable it needed to be built on the latest Technologies the website needed to be current responsive and flexible so that whether a high school was looking at the website for the first time on their smartphone or alumni was considering a generous gift from their tablet device the gravitas of that institution was alive if there's one thing that has completely revolutionized marketing strategy it's the abundance and accessibility of data data today isn't just big it's incomprehensible the former Chief scientist of amazon.com said that in 2009 more data was created in the entire history of the world preceding it it's the proliferation of pocket computers that are all interconnected with sensors all over the world that have Unleashed a flood of information so violent that even the metric system struggles to Define it beyond the academic benefits of being able to see the price gouging of textbooks and the Absurd rise of cost relative to consumer goods data gives us insights into human behaviors marketing used to be driven by focus groups but like the elementary particles in Heisenberg's UNC C principal experiments when we're observed we change our behaviors when we're speeding down the street and we see a cop we slow down if we're in a focused group of moms we're unlikely to admit to sharing junk food with our kids social conversation is volunteered on the other hand it's a public Declaration of our beliefs we check into our favorite haunts we spit vitrio about cable companies and during the USA Germany game in 2014 we let loose on a kind of unfiltered racism that's a direct line to understanding who people really are my clients understand that data is the most powerful tool in the storytelling toolkit fer got rid of the Viva Viagra ads when they realized that men were searching on Google about questions about Ed that were completely different from what they were saying on forums we built a model for Warner Brothers that predicts future home video sales with 90% accuracy based on social conversation and public data Red Bull will look to see what the most happening place on a campus is based on location service check-ins and send a Wings team over to make it a party the data exists because media channels have changed the way we consume and share information if you haven't seen a peso model in your marketing classes yet you will it sensor paid earn shared and own and it stands for your advertising which is scalable your external endorsements which are credible your your shared media property like social which makes you authentic and your website which is where you define Who You Are campaigns have to be integrated today because your target audience never stays in one place and they all like different things we worked with 1 adla on a campaign called two days beat for HP they made a laptop for young people it's a tablet and a computer and one and they wanted to prove how powerful it was so they recruited Clams Casino to produce and Vic Mena to MC and they asked people to comment on YouTube and turn those comments into actual music and they live stream the creative process over the web for 2 days and showed how artists and Millennials could bring a product to life through ART they surrounded Their audience with this message and the reason they were successful is it was born from hard work and insight sometimes the task is even greater Dove used to be the number one brand in men's body wash Proctor and Gamble was going to scrap the yellow spice brand and my friend at widen Kennedy knew that the audience which was made up mostly of women who make the consumer decisions in the household needed to be talked to so they came up with this campaign and it had uh kind of Keo ree sort of character Surfer Dude speaking directly to the audience but they hadn't defined the brand voice set not until this guy showed up and said look at your man now look at me and now look back at your man now look back to me this is Isaiah Mustafa and the rest is history the steamy old spy Super Bowl ad went viral but here's the thing they never actually aired this ad during the Super Bowl this was the genius of the marketers over there they called it us today and they said how do you figure out what you're going to include in your wrapup and they said well we just go on YouTube and see what videos people are talking about and they said all right well we're going to buy out all the ads for Old Spice Super Bowl commercial and get it into your wrap-up and that got 40 million views was lightning in a bottle it turned into its own meme it won a ton of awards Old Spice rocketed to number one in the men's body wash category and Isaiah Mustafa won an Emmy Award and he showed it to me when I went and visited his house it's a cool story I'll tell you later so so if I learn all this now I'm done right kind of new things will always emerge but the one thing that will never Chang is that marketing is an effort to understand human behavior technology and media will evolve the future of Facebook is it will become infrastructure like email right we'll use it to sign on to websites an augmented reality like the Oculus Rift which I tried last week will change the way we consume media I did not want to take that thing off mainstream adoption of New Media will accelerate the white White House published their 2016 Budget on medium and GitHub and if you don't know what those things are they'll probably go away in a couple years it doesn't really matter language itself is evolving the language the English that we use today is different from the English of baywolf organizations will always try to co-op the Lexicon to connect with young people and that's not limited to the National Republican convention no one watches TV anymore half of people are using a you know a Smartphone when they're watching TV and the brand impression just doesn't come through half of online ads are actually not seen data from Google shows this so what does this all mean for today's marketer that traditional marketing techniques are ineffective and that we have to become experts in digital and that social media and analytics are part of the job so let's bring this all together and show how we bridge to profit LP bands had been ignored by their parent company for five years and declining sales and Sheriff voice meant that they were losing out so we did the analysis and found three key insights lapband is perceived as ineffective because of bad after care support from surgeons many patients were using a bad diet and peer-to-peer recommendations were the most effective way in converting patients so the approach was to teach the doctors teach the patients find the prospects and surround them with messaging that can bring LP Bend into their life so we introduced new advertising that was driven by patient stories we found in social media my daughter can hug me fully I can wear this dress again it fits and that became the tagline of the campaign we connected those Patient Advocates with the potential patients we gave them a new opportunity to have a platform to talk directly to the patients we took their stories and put it in social media we took those Advocates and put them on The Dr Oz Show and then when people went online afterwards to find out what this whole Dr Oz lap band thing was we had a bunch of paid advertisements that directed them to a customized experience on the website and it was skinned as seen on Dr Oz and it had the brand voice and it had that compelling story and conversion fell out of this it cost them less to convert than ever before every metric went up but most importantly they exceeded their sales Target by 25% it was all due to convergence which Jackson Pollock so aptly Illustrated when things come together even chaotically the results can be beautiful so what about that third step create share succeed success is a series of small wins compounded by what you learn with every win effort and a conning mind are the bridge to profit accolades rewards Mastery or whatever outcome you hope to achieve the process repeats itself and successful people never view their success with finality every time they ask better questions and as a result they get better answers and come closer than ever before to understanding human behavior and you won't believe what happens next thank [Applause] you

Channel: TEDx Talks

Views: 245,145

Keywords: TEDxTalks, English, United States, Technology, Health, Marketing, Social Interaction, Social Media

Id: 3gEOP8Th478

Length: 13min 3sec (783 seconds)

Published: Thu Apr 09 2015