MARKETING TO A CHANGING CONSUMER: THE VALUE OF VALUES Argyle CMO Conference November 17, 2011 Mike Harrison Chief Brand Officer, Timberland Sunday, November 20, 2011
Marketing To A Changing Consumer: The Value Of Values
Oct 28, 2014
Keynote speech given at Argyle CMO Forum, the Harvard Club, Boston, Nov 17 2011
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MARKETING TO A CHANGING CONSUMER: THE VALUE OF VALUES
Argyle CMO ConferenceNovember 17, 2011
Mike HarrisonChief Brand Officer, Timberland
Sunday, November 20, 2011
2005-2011: A SEISMIC SHIFT...Gen Y
Sunday, November 20, 2011
!"#$%&$%'!($)*+,-'.-&(-&/,)'.()012,3,))&($'
!"#$%&#'&()#*+,&-).',&/0)#123+%&455674558&
4(*-3,5'6(*$%'#$7'2*8&3#+9)':-#$7';)),0'<#=*#0(-'>#0#'?-(+'@A",'.(B,-'(?'0",'.()0'2,3,))&($'!($)*+,-CD')0-#0,%E'F8*)&$,))'G:((H'I'3(JK'L,8'MNOO'
Kindness & Empathy +391%
Friendly +148% High Quality +124%
Socially Responsible +63%
Exclusive -60% Arrogant -41% Daring -20%
Exclusive -60%Sensuous -30%
Daring -20%
THE POST RECESSION CONSUMER
Sunday, November 20, 2011
!"#$%&$%'!($)*+,-'.-&(-&/,)'.()012,3,))&($'
!"#$%&#'&()#*+,&-).',&/0)#123+%&455674558&
4(*-3,5'6(*$%'#$7'2*8&3#+9)':-#$7';)),0'<#=*#0(-'>#0#'?-(+'@A",'.(B,-'(?'0",'.()0'2,3,))&($'!($)*+,-CD')0-#0,%E'F8*)&$,))'G:((H'I'3(JK'L,8'MNOO'
Kindness & Empathy +391%
Friendly +148% High Quality +124%
Socially Responsible +63%
Exclusive -60% Arrogant -41% Daring -20%
Exclusive -60%Sensual -30%Daring -20%
GEN Y: THEY REALLY ARE DIFFERENT
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TRUST IN NETWORKS vs “MARKETING”
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IMPLICATIONS FOR MARKETERS
In future, winning brands will...
• Deliver value and values
• Engage consumers “person to person” vs “company to consumer”
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The story of Earthkeepers
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Timberland
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A pioneer in social responsibility
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Community service & reforestation
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Timberland and are trademarks or registered trademarks of The Timberland Company. ©2007 The Timberland Company. All rights reserved.
2007 Brand messaging
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TBL share price 2006-08
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Retail
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Traditional media
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Virtual Real World Reforestation
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Advocacy
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Advocacy
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Copenhagen “hijack”
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Earthkeepers Fall 2011
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0
375
750
1125
1500
2007
2008
2009
2010
Other Products Earthkeepers
Timberland Sales
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Even Wall Street Takes Notice...
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TBL Share Price...
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TBL Share Price...
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MARKETING VALUES: WHAT WORKS
• Authenticity & transparency
• Values as “gift with purchase”
• Story-telling vs “advertising”
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WHAT DOESNʼT WORK?
• TMI
• Being earnest
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THE VALUE OF VALUES
• Meet the needs of todayʼs post recession & Gen Y consumers
• A “gift with purchase” that can drive brand preference and sales
• Opens up a richer, more personal relationship with consumers
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www.timberland.com/canvasthatcares
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MARKETING TO A CHANGING CONSUMER: THE VALUE OF VALUES
Argyle CMO ConferenceNovember 17, 2011
Mike HarrisonChief Brand Officer, Timberland
Sunday, November 20, 2011
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