adv 332
the integrator
"people person" keeps team cohesive mediator
Apple brand
SIMPLE an Apple ad will stand out for having little to no copy, a simple backdrop, a short and simple slogan, hip music from a band whose song was likely #1 on iTunes the next day and includes the famous Apple logo at the end.
the 1st logo
Sir Isaac Newton sitting under an apple tree Steve Jobs later decided to scrap this image because he felt that the logo was too cerebral and not easily reproduced at small sizes.
Will Furrer - Chief Strategy Officer, Q2 From "Pick Six" to Picking Six - An Unlikely Path to Corporate Strategy
How throwing interceptions, and other life experiences, helped prepare me for a career in corporate strategy
the producer
takes vision and develops into product, takes to market, and sells it
TAM
total market demand for product/service *AIR BNB's TAM is # of trips booked worldwide
hard work is the work
train your brain train someone else always remain curious
Project Yenisey Vision Flexible, Agile, Best-in-Class Digital Marketing
transform customer engagement at scale data, digital, automation
drive scale
transform digital marketing pivot to solutions vs point products turbocharge the ecosystem
stats
unlocks mobile 150x/day fb 15-25x/day 20% of all time spent on mobile is on FB people spend 1 in 5 mobile minutes on FB and Insta
new market opportunity
visionary leader identifies by watching market trends, advancements in tech and manufacturing to blaze a new trail of thinking
THE VALUE PROP HAS SHIFTED
what was best practices: Build a Facebook Page for your business Get people to like your business on Facebook Engage your audience of fans with quality content Drive sales via the Influence of the friends of your fans With Facebook, you can deliver people-based marketing at every stage of the consumer journey
idea stage to IPO (initial public offering)
you (start company), co-founder (half the work), friends/family (invests before anyone else at the lowest price), angel investors (has at least $1M or $200,000 annually - is an accredited investor and invests own money), venture capitalists (persuades other ppl to put money infused and invests that money starting at $500,000), early employees (gambles on comp by accepting low salary plus some stock), investment bankers (does IPO paperwork and sells stock, getting 7% of whole IPO for it), anyone (after IPO done, anyone can invest)
Mission Entrepreneurship - G51 Capital Management
• Founded in 1996 • 4 sequential funds • "Gap Keeper" funding the gap between angel and traditional VC • $300MM syndicated to KPCB, NEA, IVP, Polaris Ventures, Morgan Stanley & more • Exits to Authoria, Cisco, ADP, SAP & more *17 years, 18 universities, 380 alum
G51EDU
• Pay-It-Forward by tech scouting & networking all active participants in our ecosystem • Run the first and only nationwide MBA venture scholars program teaching Entrepreneurship and Venture Capital mindsets since 2001. • Create and sell to professors, students and consumers: interactive video-based entrepreneurship cases & curriculum. • Consult to launch & nurture entrepreneurship initiatives at colleges
domain expertise
market/industry and technical skills/knowledge
mobile is no longer just a technology, it is a consumer behavior this new mobile world demands a new approach: people-based marketing Facebook offers businesses the ability to reach people where they are spending their time
Air BNB
new market opportunity - price, connected to culture, host
novel solution
new, original, innovative (Air BNB, Youtube)
shift perceptions
one brand, one narrative single marketecture advertising bringing customer stories to life
industry networks and relationships
operational, strategic, personal connections benefits through funding sources, business development, talent acquisition, key partners
customer acquisition strategy
outlines how a company generates sales and revenue by a. repeatedly acquiring new customers b. growing existing customers c. retaining customers
diversity is key
seek it out see its potential champion the cause
why kids should have apple after school
Apple's first campaign to switch its strategy from usefulness to fun.
Wrap-Up
Earth — Shot on iPhone — Apple 2017
audience - core targeting
Targeting that offers high reach and precision demographics, location, interests, behaviors
Why "hello" was more successful than "wow"
1) Consistency: all ads featured the same scenes with the same ending, reiterating the message, while the Vista ads, bungled different Wow scenes that only made you wonder what this ad was all about and didn't provide a clear answer 2) Simplicity: Apple ads are known for their simple, clear messaging and the Hello ad was no different 3) Relevance: the Apple ads were relevant to the occasion (The Oscars) with sequences from films thrown into the ad, while Microsoft's was all over the place
3 characteristics of a customer problem
1. Is it pervasive 2. Is there an urgent need 3. Is the customer willing to pay
Five Snackable Philosophies Robin Matlock CMO
1. embrace a growth mindset (Inspired by Stanford's Dr. Carol Dweck Fixed mindset vs. Growth Mindset When pushed out of comfort zone to learn new things, Neurons can form new, stronger connections... get smarter 2. nurture your network (Early career / MGT style / tough, over-compensate. [Symt - 360-degree feedback] Interns model this behavior best So what happens to us? Busy, corporate hierarchy. Who has time for a networking lunch? Who doesn't? Put it on your to-do list - "A" priority.) 3. ramp up your resonance (3rd strategy, "Resonance" - implies certain quality... like opera singer Make a lasting impact It's what we say, how we say it and how we show up that matters. Group dynamics study, The Silent Sex - men out-talk women in meetings, even when 60% female. Tables turn only when women outnumber men 4:1. Ladies, when silent, miss opportunity to be resonant - make an impact. Speaking up is risky -- riskier not to speak up Relevance - be informed; listen Double-voicing: caveats like "I may be totally off base, but..." Sets others up to discount us before words leave our mouths State your thoughts with conviction and confidence.) 4. move on to move up (4th strategy - learn from my kids Boys, 12 and 15 Watching my boys play sports...physical, fouls Play through - move on Good at compartmentalizing - allows you to put all you've got into the game - take risks Good lesson in business Leave it on the court) 5. connect with your core ([1 of 2] Get in touch with personal core beliefs and biases. Introspection Slow down & record those messages, and replay in quieter moments In synch with your self-perception? Are you at peace? Face my own unconscious bias - pre-recorded messages Better we are at recognizing these, the better we will become at shattering negative "panes" in glass ceiling, and magnifying positive ones.)
4 personality traits a founding team should possess to increase their chances of success in a new venture
1. the entrepreneur 2. the producer 3. the administrator 4. the integrator
Robin Matlock CMO, VMware
2018 marks VMW's 20th Anniversary Twenty years ago, who could have predicted the impact our extraordinary company was to have on the world? VMW engineered a way to exponentially increase the capacity of servers through virtualization - enabling incredible new possibilities in computing. Virtualization is the foundational principle of the cloud. Arguably without VMware there would be no cloud, no way to connect information from any device, and none of the subsequent innovations that were built upon this pivotal transformative idea. And our business continues to thrive, grow and evolve. Today we are leading innovators not just in Compute but in Cloud, Mobility, Networking and Security. VMW has changed the world of technology. And Technology is changing the world
NBA 2k
2K used mobile-optimized Instagram and Facebook ad creative to announce LeBron James as its cover athlete before the launch of NBA 2K19 and then targeted the ads to both core and prospective audience segments, achieving a 24-point lift in ad recall.
Partner leadership summit 2018
400 partner execs, 69 net promotor score, 80% VP and above, 95% clarity of VMW strategy Given the NPS range of -100 to +100, a "positive" score or NPS above 0 is considered "good", +50 is "Excellent," and above 70 is considered "world class." Based on global NPS standards, any score above 0 would be considered "good.".
advertising campaign
Accelerate VMware perception shift from virtualization technology provider to strategic technology partner. This campaign showcases the full range of "wares" we offer, and the organizations and people we enable. Because VMware is more than virtual machines. It's Secureware. Futureware. Delivering better-healthcare-ware. In fact, it's Everyware.
Identify solution
Air BNB - save $, make $, culture Youtube - upload, flash vid, community of users
Misunderstood ad
Apple "Misunderstood" boy attached to phone made a family video
apple mantra
Apple - Think Different - 1997-2002
Apple Music 2016
Apple Music "Taylor v. Treadmill" 2016 Taylor swift falls on treadmill (music)
Apple Watch (2015)
Apple completely re-innovates the role of a watch. Once again, they look at a simple technology and find a way to make it enhance life - as well as changing the way we use watches, answer phones, even exercise.
Apple Music (2016)
Apple dominated the transition from physical to digital music. But when Beats was acquired, iTunes was in decline. The remedy was obvious: the company should deemphasize iTunes and plow money into the on-demand streaming service, changing the way people access and listen to music.
Dillon
Apple iPad "Dillan's Voice" 2016 gave deaf boy voice
the 1st ads
Apple was initially aimed at electronics enthusiasts Print ads were text-heavy and light on pictures, as were many computer and technology ads of that time.
deepen relationships
CIO Programs Measuring Exec Engagement VMware briefing center
"Chic. Not Geek."
Campaign introduced Apple's new emphasis on design and aesthetics Gained a comparative advantage in the personal computers field by portraying their products as cool, innovative, fun and well designed.
creative considerations for mobile video
Capture attention quickly + deliver the message early Design for sound off but delight with sound on Framing build for a vertical format Play more and test with Creative Hub
"Siri" 2011
Consumers love Apple's 'elitist' celebrity Siri ads. The ads scored 653 and 645 on Ace Metrics' scale (Ms. Deschanel scored even higher) compared with Apple's average score of 620. Although Siri itself is primarily viewed as a flop, Apple's Siri campaign featuring Samuel L. Jackson and Zooey Deschanel proved to be highly effective.
corporate strategy is curiosity in action
Corporate Strategy: Provide a clear path to lasting differentiation and growth *build *buy *partner
G51 belief
Enable human prosperity • "Go-to" source for all things entrepreneurship • Add value to humanity by balancing profit with impact • Build the #1 global entrepreneurship brand via entrepreneurship curriculum and media • Enable networked "Big E" and "Little e" for a better world
"you, me and the bourgeoisie" 2008
First of the iconic iPhone ads. Simplistic, all-white background so the iPhone is the only focus. "How-To" Advertising
Q2's ENTERPRISE VALUE
From: 3/20/2014 - 3/6/2018 ~$150M to ~$2.0B
Mac vs PC (2006)
Get A Mac Campaign: Battle between actors John Hodgman (PC) and Justin Long (Mac) that successfully lasted 3 years until 2009. Simple & Memorable Created a solid and clearly defined brand identity: a simple and easy approach to the issues that many PC users have been faced with over the years. The Mac character lends to the Apple "brand" of being user friendly, easy-going and innovative.
Key market sizing metrics
Total Available Market (TAM) Serviceable Available Market (SAM) Serviceable Obtainable Market (SOM)
Creating New Briefing Centers: Tokyo, London, Munich, Mumbai
Looked at the data for accounts who visited our VBC. We had always treated the VBC as a service bureau - 1st come, 1st served. [CLICK to build "1.9X"] Data showed that when we hosted a practitioner, the resulting deal size was 1.9X the size of a deal w/o a VBC visit. [CLICK to build "2.5X"] When the contact was a decision-maker - at the C-level - the deal size jumped to 2.5X! VBC visits are a finite asset - now we look at these more strategically.
New Brand
Steve Jobs called for a redesign of the apple logo wanting it to be more iconic Apple's new rainbow logo and Garamond typeface both became iconic and were used until 1998 Apple becomes a household name. Surveys show that public awareness rose from 10 percent to 80 percent in 1981.
how to stand out
stop consumers, connect w them, inspire them videos hold 5x more attention than static images 75% not all mobile data will be video by 2020
Apple 5 (2012)
The 30-second short advertisements simply focus on specific aspects of why the new device (which doesn't look terribly different from the two generations of iPhone before it) is indeed better than what you've seen come out of Apple before. "Thumb" highlights the increased screen size, using an appendage as an appropriate yardstick to gauge its utility. The campaign was clearly a success because the iPhone 5 reached record sales, of most iPhones ever sold in opening weekend.
Apple 1
The Apple I was an innovative computer for its day because it used fewer parts than anything in its class.
Apple II
The Apple II would become the first mass-marketed personal computer, and it took Apple to a new level of success. From the beginning, Apple presented itself as a producer of personal computers. But there was no actual need (no, not demand, need!) for them. So, over the years, Apple focused on creating a "need" for people to have personal computers. For most people, Apple products seemed expensive and unnecessary. Apple's ads tried to make its products look useful and to demonstrate that you don't need to be a rocket scientist to use a computer - here we find the roots of the idea of "simplicity."
"Ipod Silhouette" 2003
The Magazine Publishers of America awarded TBWA/Chiat/Day the $100,000 Grand Prize Kelly Award for its Apple iPod 'Silhouette' campaign that shows simplistic, dark silhouettes dancing with iPods against brightly colored backgrounds. It demonstrated that you don't have to spend a lot of time talking about features to get people to make a human connection with your product.
"lemmings" 1985 - Macintosh office
The ad that almost killed Apple.Super Bowl follow up to "1984" created by TBWA/Chiat/Day.The commercial was such a flop that Apple considered running a public apology for it. Ran pre-ad warning "If you go to the bathroom during the fourth quarter you'll be sorry." Apple tried to go after business users which they showed as being mindless, drones, but they consequently insulted their key audience.
new ads
The company's early ads were rich with information and instruction on how to use the new technology. Apple, in many ways, served as one the first public "computer educators. slogan - A is for Apple The first signs of Apple's simple ethos and design philosophy. Highlighted Apple's appeal to creative types, in contrast to the more business-like approach of its competitors.
Vincero Watches Success Story Extending across borders with Facebook worldwide location targeting
The direct-to-consumer luxury watch and sunglasses brand wanted to increase website sales and reach more potential customers using Facebook's worldwide location targeting option. By doing so, Vincero Watches could showcase its brand and products on a wide scale.
"hello" 2007
The genius of Apple's attention to design is the fact that the company no longer releases products that require instructions. They are so well designed that consumers can figure them out intuitively without reaching for the manual. As the product interfaces have gotten simpler, so has the advertising. One feeds the other. The product is its own marketing, and vice versa. Apple has achieved the kind of brand-product synergy that most companies only dream about.
1990's iMac
The iMac started a trend in the computer industry similar to what General Motors did in the 1920's - when all cars were black and in some danger of eventually becoming undifferentiated commodities. GM began to produce them in color and introduced elements of style. This createsbrand distinctiveness, added value and period obsolescence(style change).
iPhone 5s (2014)
The minute-long advertisement doesn't focus on the product attributes as much as how the product can be integrated into, and enhance, life - essentially reiterating and re-emphasizing how Apple is a lifestyle brand as much as it is about function, user-friendliness, and aesthetics.
"1984" commercial - Macintosh
This critically acclaimed Super Bowl commercial from TBWA/Chiat/Day was based off George Orwell's novel Nineteen Eighty-Four. Saving humanity from conformity, dystopian future (IBM vs Apple) A key moment for Apple, 1984 became one of the most popular TV commercials in history.
CIO Programs: Creating the Right Engagement Experiences
We're also intensifying our efforts on executive events that create opportunities for you to change the conversation with your customers, enabling you to foster deeper relationships. Events where your customers can mix with their peer group, VMW executives and you in different ways to discuss relevant business and industry topics. We hosted over 2,200 C-level engagements in 2016 - that's up 44 percent YOY - we are increasing our focus on these high quality, high touch events in 2017.
competitive quadrants
a visual depiction of how a company is positioned relevant to existing competitors and uses pricing and a customer benefit along the x and y axis to plot a company relative to their customers
Main components of business model
a. Product and/or Services b. Revenue model (how a company will generate sales) *monetization strategy or pricing strategy c. customer acquisition strategry
collaboration is king
build trust share ideas test and repeat
the entrepreneur
casts vision tracks market trends for the future
Everyware
cloud4allware - Node Africa bring the cloud to farms and businesses across Kenya ontheairware - secure networking solutions help Fortune 500 broadcaster meet their goal of zero downtime revupsalesware - our mobility solutions help Fortune 500 motorcycle boost sales in over 100 countries savinglivesware - helps Mercy deliver life-saving cloud services to hospitals everywhere securepayware - armor protects over $200 billion in transactions a year
tangential competition
competitors that can easily move into the target market and satisfy the customer's problem
direct competition
competitors that have a product that directly competes in the same market (craigslist)
indirect competition
competitors whose products are not the same, yet satisfy the same customer problem *Hotels.com and Orbitz.com
sustainable
conscious of ppl, profit, planet, and must have life expectancy > 5 years (Air BNB, Youtube)
the power of the story
craft your story write your story practice your story
audience - advanced targeting
custom audiences - *CRM Custom Audiences Connect with people using your first-party data (people you know on FB allows extend relationship w existing customers, develop net customers and prospects, learn about customers thru insight) *Website Custom Audiences Connect with people using your website data *lookalike audiences - Find people who share traits and interests with your customers or website visitors
problem statement
define problem - most important element of critical thinking and strategic planning *the customer (pay to solve prob) & customer problem characteristics (pervasive, urgent, willing to pay)
q2
designs digital banking apps account holders can pay bills
the administrator
develops administrative systems, processes, procedures
3 key elements of a founding team to be successful in a new venture
domain expertise industry networks and relationships advisors
Solutions
evolutionary revolutionary novel sustainable
market opportunities
exist when a market is fragmented, consolidated, or experiencing market creation
Youtube
existing problem (the need to share video problems) - large files, standardization, isolated files
advisors
experts who provide strategic and tactical guidance (mentor, Board Member)
monetization strategy
how a new venture will charge for a product/service they are offering target customer *Freemium, subscription, SaaS, direct sales
iPhone 7 plus
iPhone 7 Plus — Barbers — Apple 2017 portrait mode
iPhone 7
iPhone 7 — The Rock x Siri Dominate the Day — Apple 2017
market growth
increased demand for a product or service overtime *market growth rate (in %) = [(y2 - y1) / y1] x100
evolutionary solution
incremental and built/improve existing solutions
dare to be different - lead
invest in relationships engage with meaning model for others
business model
manner in which a company operates regarding revenue, products and/or services, and customers
existing problems
market has experienced over time
SOM
portion of SAM that you can serve and obtain (SOM = target market) *Air BNB's SOM is # trips believed to be obtainable
SAM
portion of TAM which product/service is applicable based upon market factors specific to business *Air BNB's SAM is # trips booked online
6 successful factors which impact new ventures
problem solution market business model team competition
FY'19 Marketing Strategy & Focus
shift perceptions deepen relationships drive scale
competitive matrix
shows how a company's product/service compares to existing solutions and helps identify strengths/weakness of competition
revolutionary solution
significant/fundamental change (Air BNB, Youtube)
