In The Moment - The Art of Campaigning in Real-Time

the secrets, pitfalls, myths and toolsof real-time marketing

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prolific*

1

*producing many worksWednesday, 13 November 13

For messages to be heard in 2020, brands will need to

create an enormous amount of useful, appealing, and

timely content.

- Harvard Business Review

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So let’s talk about quantity

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So let’s talk about quantity

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waiting for a client brief...Wednesday, 13 November 13

official brief from the clientWednesday, 13 November 13

all-team agency briefingWednesday, 13 November 13

heavy strategic thinkingWednesday, 13 November 13

brainstorms & idea development with creative teams

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pitching ideas to creative directorWednesday, 13 November 13

first presentation backto the client

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more brainstorms andinternal presentations

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second presentation backto the client

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briefing and selectingproduction company

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pre-production meetingsWednesday, 13 November 13

presentation of finalcreative to client

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creative is published viapre-determined media space

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job done.waiting for the next brief...

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more is not better

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let’s not pollute the internet

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There will be billions of interaction points that will

place enormous demands on brands to create and deliver

just the right piece of content.

- McKinsey

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finding balance between creating too little stuff and

creating too much stuff

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creating enough relevant stuff to reach

fragmenting audiences

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what’s your publishing purpose?

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from telling one big story, once a year

to telling multiple stories across the year

and ensuring all of these individual stories add up

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In search of new content production models

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audience-centric

2

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Understanding the audience of your live campaign

“In the future, maybe half of our efforts will take place after a campaign starts.”

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Real-time loyaltyReal-time is not just about campaigns, but also about loyalty, CRM and mobile strategies

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agile

3

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4. 2.

3.

Creative/editorial

Production

Distribution

1.Planning

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talk value

vs.

production value

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the real value of a piece of content is the interaction /

connection it can bring about

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1 bathroom1 actor

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1 bathroom1 actor

and a lot of propsWednesday, 13 November 13

1 tweet

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Agility comes in handy in times of crisis

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Agility comes in handy in times of crisis

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Agility comes in handy in times of crisis

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Agility?But what about this then?

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high end

vs

high speed

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heavyweight

vs

lightweight

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“Many, lightweight interactions over time is how we’re wired to build deep, emotional connections. Therefore, our marketing

plans should be built around this insight.”

- Paul Adams, Head of Brand Design at Facebook

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“The majority of effort and spend will be supporting an always-on strategy based on many, lightweight interactions over time to build

deep relationships and loyalty.

A minority of effort and spend will be supporting a small number of heavyweight interactions with true fans to achieve specific goals

(mostly around driving awareness of new things)”

- Paul Adams, Head of Brand Design at Facebook

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In this sea of real-time content, does your brand message consistently rise to the top?

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to

The big shifts ofreal-time marketing

production value

generic

originality

messaging

made-up life

sought creativity

inventing from scratch

research

talk value

niche & personal

engagement

conversation

real-life

found creativity

hijacking

real-time data

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Real-time organization

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Embrace the game.There are no set rules.

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but nobody saying it’s easy....

But nobody is sayingit’s easy...

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#inthemoment@tomhimpe

@theupsideuk

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