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
Sunday, November 20, 2011
TRUST IN NETWORKS vs “MARKETING”
Sunday, November 20, 2011
IMPLICATIONS FOR MARKETERS
In future, winning brands will...
• Deliver value and values
• Engage consumers “person to person” vs “company to consumer”
Sunday, November 20, 2011
The story of Earthkeepers
Sunday, November 20, 2011
Timberland
Sunday, November 20, 2011
A pioneer in social responsibility
Sunday, November 20, 2011
Community service & reforestation
Sunday, November 20, 2011
Timberland and are trademarks or registered trademarks of The Timberland Company. ©2007 The Timberland Company. All rights reserved.
2007 Brand messaging
Sunday, November 20, 2011
TBL share price 2006-08
Sunday, November 20, 2011
Sunday, November 20, 2011
Retail
Sunday, November 20, 2011
Sunday, November 20, 2011
Traditional media
Sunday, November 20, 2011
Virtual Real World Reforestation
Sunday, November 20, 2011
Advocacy
Sunday, November 20, 2011
Advocacy
Sunday, November 20, 2011
Copenhagen “hijack”
Sunday, November 20, 2011
Earthkeepers Fall 2011
Sunday, November 20, 2011
0
375
750
1125
1500
2007
2008
2009
2010
Other Products Earthkeepers
Timberland Sales
Sunday, November 20, 2011
Even Wall Street Takes Notice...
Sunday, November 20, 2011
TBL Share Price...
Sunday, November 20, 2011
TBL Share Price...
Sunday, November 20, 2011
MARKETING VALUES: WHAT WORKS
• Authenticity & transparency
• Values as “gift with purchase”
• Story-telling vs “advertising”
Sunday, November 20, 2011
WHAT DOESNʼT WORK?
• TMI
• Being earnest
Sunday, November 20, 2011
Sunday, November 20, 2011
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
Sunday, November 20, 2011
Sunday, November 20, 2011
Sunday, November 20, 2011
Sunday, November 20, 2011
Sunday, November 20, 2011
Sunday, November 20, 2011
Sunday, November 20, 2011
Sunday, November 20, 2011
www.timberland.com/canvasthatcares
Sunday, November 20, 2011
MARKETING TO A CHANGING CONSUMER: THE VALUE OF VALUES
Argyle CMO ConferenceNovember 17, 2011
Mike HarrisonChief Brand Officer, Timberland
Sunday, November 20, 2011
