DOC í READER Eat Your Greens ç WIEMER SNIJDERS

READER Eat Your Greens

DOC í READER Eat Your Greens ç WIEMER SNIJDERS ç [KINDLE] ❁ Eat Your Greens Author Wiemer Snijders – Dcmdirect.co.uk How can we selltopeople and formoney The marketing world is awash with myths misconceptions dubious metrics and tactics that bear little relation to our actual buying behaviour Eat Your Greens is WorksHow can we selltopeople and formoney The marketing world is awash with myths misconceptions dubious metrics and tactics that bear little relation to our actual buying behaviour Eat Your Greens is inspired by the genuine advances in marketing science It challenges us to change the way we think by taking the huge body of knowledge gained from data and technology and applying the best evidence based thinking to the practice of marketing and communications The papers are written by some of most respected practitioners in the industry offering a diverse range of perspectives on how to doeffective marketing and with an intellectual generosity of spirit from which we can all profit  The book is curated by Wiemer Snijders partner at Commercial Work Marketing has in recent years experienced a total transformation Or at least that is what our industry has been saying for the past 25 years ever since the introduction of digital and interactive media New concepts are constantly being invented and those newly found revolutionary practices are making the old ones obsolete The list of “10 simple steps to be successful” in whatever new media or marketing principle that comes along is now almost endless and it becomes even longer on a daily basisPurpose driven marketing data driven marketing social media marketing content marketing performance marketing neuro marketing etc These are just some of the new faces of marketing that all compete for your attention and it is easy to get the feeling that you are not keeping up with the ongoing transformation that everyone else seems to be on top ofAt the same time you might also have a lurking feeling that you are being sold snake oil by overconfident vendors making a fortune on your lack of understanding of these new concepts and practices If that is the case then this book is for you Eat Your Greens is a contemporary must read for anyone with a genuine interest in finding out what is changing and what is not Some practices are timleless and as such they are the essensense upon which brands grow others are just popular buzzwords and are therefore concepts to be cautious about So if you are looking for an excellent marketing BS detector – you have just found it

EBOOK ´ Eat Your Greens ë Wiemer Snijders

Rcial WorksHow can we selltopeople and formoney The marketing world is awash with myths misconceptions dubious metrics and tactics that bear little relation to our actual buying behaviour Eat Your Greens is inspired by the genuine advances in marketing science It challenges us to change the way we think by taking the huge body of knowledge gained from data and technology and applying the best evidence based thinking to the practice of marketing and communications The papers are written by some of most respected practitioners in the industry offering a diverse range of perspectives on how to doeffective marketing and with an intellectual generosity of spirit from which we can all profit  The book is curated by Wiemer Snijders partner at Commercial If you're a marketer at any level and at any company or agency you'll find a TON of insightful information in this book It'll make you better at your job period And it'll help you help the organization you're working forLook marketing has gotten needlessly complex over the last 15 years Digital marketing has created an insane culture in which buzzwords and bullsht get the top headlines leading marketers further and further away from what actually works in marketing This book will right your ship—and your confused mind Because it's all based on evidence—what actually works in marketing and whyStill feel like your head's swirling trying to understand social media marketing The chapter from Jerry Daykin will clear things up and ease your mind all while pointing you in a smarter effective direction This chapter alone is worth the price of the book in my opinionBut there's a lot the learn hereShould you continue focusing your marking in the digital spaceIs brand marketing deadIs TV deadWhat about printHow can you better measure what matters in marketingYou'll get some great insights and advice here all from marketing heavyweights who bypass the fluff and give it to you in plain languageIt's a breath of fresh smart air that clears out the marketing smog

Wiemer Snijders ë Eat Your Greens BOOK

Eat Your GreensHow can we selltopeople and formoney The marketing world is awash with myths misconceptions dubious metrics and tactics that bear little relation to our actual buying behaviour Eat Your Greens is inspired by the genuine advances in marketing science It challenges us to change the way we think by taking the huge body of knowledge gained Eat Your PDF or from data and technology and applying the best evidence based thinking to the practice of marketing and communications The papers are written by some of most respected practitioners in the industry offering a diverse range of perspectives on how to doeffective marketing and with an intellectual generosity of spirit from which we can all profit  The book is curated by Wiemer Snijders partner at Comme This book is a compilation of 42 chapters written by 37 practitioners and scholars of branding advertising and marketing “The brief to all of the contributors was simple tell us how you apply or find inspiration from marketing science in a short easy to digest paper I did not ask them to write about a particular topic; this was intended as a bag of nutritious ‘mixed greens’” There is no chapter on spinach or basil but somehow cauliflower scored a cameo role in chapter 26I have selected some highlights to whet your appetiteWiemer Snijders and Charles Graham “Heavy buyers are less important to sales than we may think The lightest 80% of buyers account for about 40% of stationary brand sales and the implications are clear light and super light buyers matter a lot to brand performance Graham’s data shows that a little over one third of Dove’s buyers still only bought it only once in six years”Mark Ritson “The modern marketer has created an entirely stupid dichotomy between ‘digital communications’ and ‘traditional communications’ There are just tactical tools and they can only be valued and selected once a target and a position and a strategy are in place What’s it’s clear that most successful campaigns combine multiple channels for optimum success Most studies suggest that the channels a campaign includes the better the ultimate ROI”Tess Alps “In 2017 86% of standard TV was viewed live even though 604% of homes had a TV recorder”Jerry Daykin “Most social media posts don’t get time to ‘wear in’ let alone ‘wear out’ and repeating content especially high uality video is much acceptable than you might think With cut downs cinemagraphs and later repeats a brand ends up needing a great piece of content just once every couple of months certainly not every day”Shann Biglione “Tim Ambler from the London Business School aptly notes that ‘ROI tends to encourage campaigns that target existing and heavier customers These show higher ROI largely because many of the sales aren’t really extra sales but sales that would have happened anyway or sales that might have merely been brought forward in time’ The problem is that today’s targeting tools precisely allow marketers to act on this and many brands fall for the trap It looks good for a few months but usually within a couple of years they wake up with a massive hangover looking at the inevitable erosion of their baseline It negates advertising’s greatest strength reaching those who don’t care much about you”Eaon Pritchard “Signalling theory shows that when we can intuit how much money a company has laid out for an ad campaign this helps us unconsciously make distinctions between brands that have put their money where their mouth is and brands that have not Researchers Tim Ambler and E Ann Hollier uantified this in their important study ‘The waste in advertising is the part that works’”“We’ve forgotten the basic idea that brand advertising creates demand and direct response fulfills it The adtech ers and our Silicon Valley robot overlords stepped up wanted the whole game and we handed it to them on a plate The used car salesmen and engineers have had their turn and the results were substantially less than optimal”Robert van Ossenbruggen “Imagine the following hypothetical situation The past two years a thousand new dairy products have been launched A hundred of those sold well and the rest of them have been taken from the shelves because they didn’t Of those well sold products 80% are low fat low calorie or some other light version; 20% are the regular kindIt is tempting to infer from the above that a light dairy product has a larger chance of success than a regular one Without the 900 failed products however you can’t draw any conclusion The products that have been taken from the shelves might have been light products for 80% as well That would imply the attribute ‘light’ has no effect whatsoeverThis is an example of ‘survivorship bias’ you only observe things that have survived some process for whatever reason”Phil Barden “Sometimes an ad evokes high arousal but no one remembers the brand—how come To leverage the potential of the arousal the brandproduct needs to be the agent that triggers the response If emotional response is not linked to the brand the ad might be remembered but not the brand because it is not instrumental in activating the emotional response”Byron Sharp and Amy Wilson “Most advertising isn’t persuasive nor does it need to be Advertising can do an amazing job without shifting beliefs and attitudes As marketers capturing people’s attention is the primary challenge The main focus then should be on reminding people your brand exists and refreshing memory structures that give your brand of a chance of being chosen in choice situations”Ryan Wallman “The single most important rule of advertising is that it must be noticed This rule does not change with the times It will always be true that if an ad doesn’t get noticed it is pointless”Helen Edwards “Your preferred brand for me option and one of those competitors are side by side in a supermarket aisle Both tidily displayed both easy to reach both the same price It’s not hard to conclude that you would almost intuitively reach for your favored brand This is loyalty at parity the tendency to always choose one brand when everything else is eual”“But of course it is very often not If there were a promotion on the other brand would you still choose your favored brand as before Unlikely What if the other one commanded a prominent position on the shelf Probably not What if your favored one were not there at all because it had a weaker distribution footprint and you’d have to walk a couple of blocks to get it Definitely not”Kate Richardson “Attributes which contribute to brand authenticity include the original source of production a sense of history sincerity of purpose timelessness uality of production traditions that have remained over time and dismissal of commercial motivations Too many brands are making the mistake of orienting themselves around a lofty higher purpose In trying too hard to be responsible and caring they’re coming across as tediously homogenous and utterly disingenuous”Wiemer Snijders “Whether your product is bought from a shelf or a screen you will benefit if your message is recognizable and distinct—for one thing it will reduce the risk of you advertising for your competitors”Kate Waters “If you understand what distinctiveness really is you can see why a search for novelty and originality while done with the best of intentions can end up creating communication that actually does the brand a disservice New positioning new messaging new designs new endlines only work for brand if they are used consistently and in a way that strongly links them to other brand assets thus strengthening the memory structures in the brain for that brand Which is why the best definition of distinctiveness is very simply to uote Byron Sharp ‘a brand looking like itself’”Paul Feldwick “There’s a universal fashion now to talk about the importance of ‘creative idea’ If that means that good campaigns always have some kind of internal logic and coherence to them I’ll maybe agree But very often it sounds as if having the ‘idea’ is the only difficult ‘creative’ bit and the rest is mere ‘execution’ People respond to ads however not to abstract ideas ads that exist in the full details of how they look how they sound the timing of the edit the camera angles the soundtrack the lighting every nuance of sets and propping and castingand so on”Tom Goodwin “Thrill people manage their expectations and they become our advertising”Patricia McDonald “Even the smallest design elements can transform user engagement Airbnb users were once able to save properties to a list using a star icon In 2011 they changed the star to a heart and saw engagement levels increase by 30%”Gareth Price “Strong brands make choosing and buying as simple as possible To achieve this they must establish collective meaning and be consistent in the associations they communicate This reuires both their positioning and product portfolio to be tight ensuring that the shared connotations that circulate about them are accepted as truths All of which is at odds with personalization and one to one marketing which sacrifice shared cultural meaning to establish relevance through targeted messaging”Becky McOwen Banks “Women make up just 14% of creative directors in London and the stats for New York are even worse at 11% In the world advertising purports to reflect women account for 85% of all spending”The 38 contributors are Tess Alps Mark Barden Phil Barden Decoded Shann Biglione Julian Cole Jerry Daykin Mark Earls Copy Copy Copy Helen Edwards Paul Feldwick The Anatomy of Humbug Adam Ferrier Stop Listening to Your Customer Peter Field Effectiveness in Context Tom Goodwin Digital Darwinism Charles Graham Philip Graves Bob Hoffman BadMen Patricia McDonald Becky McOwen Banks Costas Papaikonomou Thoughts From A Grumpy Innovator Gareth Price Eaon Pritchard Where Did It All Go Wrong Anjali Ramachanran Kate Richardson Mark Ritson Doc Searls The Intention Economy Byron Sharp How Brands Grow Richard Shotton The Choice Factory Rich Siegel Wiemer Snijders Rory Sutherland Alchemy Brandon Towl Sue Unerman The Glass Wall Robert van Ossenbruggen Ryan Wallman Kate Waters Amy Wilson Rosie and Faris Yakob Paid Attention plus cartoons by Tom Fishburne Your Ad Ignored Here