2013 Littlefield Summit

Follow @littlefieldinc
#BrandEvolution
Tuesday, September 17, 13

Product Distribution Experience

Leading Change
How you grow & prosper
@wdpearce

- Jack Welch
Why We Have To Constantly Change
@wdpearce
“When the rate of change outside
exceeds the rate of change inside,
the end is in sight.”

... are transforming the world of business
“Knowledge Economy” Virtual Organizations Mergers & Acquisitions
Electronic Commerce Digital Convergence Privatizations
How Are You Going To Stay In Business When...
@wdpearce

Technical Personal
Every Change Has Two Parts
@wdpearce

1. Change is a process that can only be led, not managed.
Are you ready to lead?
2. The change process must be linked to intrinsic, personal
motivations. What are they?
3. Change is a strategic imperative for every business.
4. Building capacity for change is an evolutionary process.
It never stops. Ever.
Principles Of Change
@wdpearce

Adapt Or Die
@wdpearce

- George Washington was born.
- 25-year-old Benjamin Franklin
first penned “Poor Richard’s Almanac.”
- 44 years before the United States
would gain its independence from
British rule in 1776.
- It was also the year Rowland
Company was founded.
1732 Was The Year
@wdpearce

- Started as a manufacturer of
shovels, spades, springs for wagon
wheels and other implements of
manual labor.
- Rowland is now a specialty
distributor/fabricator of industrial
power transmission components for
large machinery.
279 Years Of Change
@wdpearce

- “It is going to be a challenge with the old-world way of
manufacturing…
- CEO said, “so we are segueing and getting more lines to
deal with manufacturers who have more types of the
emerging products.”
- Management sees the company undergoing even more
changes to remain an integral “problem solver” for industry.
In 2032, I Bet The Same Conversation
@wdpearce

Creating Vision of Change
Motivating Change
Developing Support
Managing the Transition
Sustaining Momentum
The Vital Five
@wdpearce

Envision
Enable
Energize
Leading Change
@wdpearce

Current
Situation
Restraining Forces for Change
External Driving Forces for Change
Who’s Got More Will?
@wdpearce

Resistance to Change
20% 40% 60% 80% 100%
Source: Information Week
Limitations of Structure
Lack of Executive Commitment
Lack of Executive Champion
Unrealistic Expectations
Lack of Cross-Functional Team
Inadequate Team and User Skills
Team Not Involved
Change Too Narrow
Barriers To Change Are Us
@wdpearce

Habit
Selective Processing
Economic Factors
Job Security
What Did I Do Wrong?
Individual Resistance
@wdpearce

Threat to Power
Threat to Resource
Inertia
Limited Focus of Change
Organizational Resistance
@wdpearce

Four Phases Of Death Transition
@wdpearce

Four Phases Of Transition
@wdpearce
ResistanceDenial

Four Phases Of Transition
Exploration Commitment
@wdpearce

- The brain likes to maintain current state to guard the body from threats.
- Change is a disruption to this state. The natural reaction to a disruption is
the proverbial fight-or-flight response.
- Change can also be thought of as emotional pain. Ironically, the body reacts
to emotional pain the same as if it were physical pain.
- When you introduce change, your employees are fighting to avoid it as if their
lives depended on it, which their brains literally think is the case.
Hardwiring In The Brain
@wdpearce

- Change in the brain is represented by
new wiring.
- New wiring is created from insights,
which happen when we make a brand
new connection in the brain.
- The brain loves insights. Insights release
various brain chemicals associated with
pleasure states.
What Is Change To A Brain?
@wdpearce

- Reduce Status
- Create Certainty
- Introduce Autonomy
- Communicate Relatedness
- Ensure Fairness
Make It Easy Easier
@wdpearce

- Nothing changes until
something changes.
- The Change Agent uses the
catalyst to motivate others of
the need for change.
Change Needs A Catalyst
@wdpearce

Change
Sponsor
Change
Agents
Change
Target
These are individuals or groups with the power
to determine that a change will occur.
These are individuals or groups responsible for
seeing that a previously determined change occurs.
These are individuals or groups who are asked
to change something (knowledge, skills, or
behavior) as a result of the change.
Who’s On The Bus?
@wdpearce

What would make
them supportive?
- Information / understanding?
- Involvement and ownership?
- Changes in planned actions?
- Direction from more senior managers?
- Evidence of the success of the change?
What would make
them resist?
- Personal threat?
- Non-involvement in decisions?
- Personal rivalries?
- Insufficient evidence in ‘trial period’
(defined by them)?
Influencing The Target
@wdpearce

Understands Change Appreciates Others Manages
Resistance
Critical Skills Of Change Agents
@wdpearce

Culture Capacity
Leadership Capacity
Individual
& Team Capacity
Future
State
Current
State
Leading
Designing
Reinforcing
Ending
Exploring
Beginning
Leadership
Communication
O
rganizationalT
ransition
PersonalT
ransition
Elements Of Change Enablement
@wdpearce

Providing Resource for Change
Building a Support System
for Change Agents
Developing New
Competencies and Skills
Reinforcing New Behaviors
Staying the Course
Sustaining Momentum
@wdpearce

The King & The Queen
Ruling In The Digital Age

Is all content created equal?
Are we all kings of our own content creation?
Is posting a message to our friends the same
as posting one to 20,000 people?
Storytelling matters.
Content Is King

Homegrown

Polished and Slick

The Grand Slam

Same Old Song & Dance

Who are they?
What do they have in common?
Why are they interested in us?
What do they want or expect from us?
Knowing will help develop your voice.
Know Your Audience

Develop Your Voice
How you talk to your audience.
Similar to casting an actor for a movie role.
Casual? Formal?
Always be conversational.
Listen.
Think about what they want to hear.
Say something worth hearing.

Great content in a vacuum isn’t so great.
Grow your own channels—social media.
Tailor your content for each channel.
Same message, different deliveries.
Photos, memes, video, text, polls.
Know your channels.
Distribution Is Queen

Know your audience.
Develop your voice.
Create content they’ll engage with.
Leverage your channels.
Be The King, Know Your Queen,
Rule The Digital Age.
Rule The Digital Age

Digital Evolution to Revolution

- 18 Years Old
- Had Lots of Hair
- Wore Glasses
- 38 Years Old
- Slightly Less Hair
- Lasik Surgery
20 Years Ago Today

TV & Radio
20 Years Ago
Broadcast TV
Radio
Cable TV
Today
Broadcast TV
Radio
Cable TV
Digital Satellite TV
Satellite Radio
Connected TVs
Apple TV, Roku
Streaming video & audio
Netflix, Hulu, Xbox, Amazon,
YouTube, Pandora, iHeartRadio,
Spotify, iTunes Radio, Podcasts…

Print
20 Years Ago
Newspaper
Magazine
Today
Newspaper
Magazine
Tablets
Kindle
Nook
Other E-readers
Digital Newsletters
RSS Feeds
Social Bookmarks
Digg, Reddit

Outdoor
20 Years Ago
Billboards
Posters
Transit
Today
Billboards
Posters
Transit
Digital Bulletins
Taxi TV
3D Projection Mapping
Digital Cinema Ads
Place-Based Digital Networks
Gyms, Bars, Convenience
Stores, TouchTunes…

Online
20 Years Ago
First Banner Ad didn’t
run until October 1994
Today
Banner Ads
Rich Media Units
Video Ads
Mobile Web Banners
Smartphone & Tablet Apps
Geo-Fencing
And many more…

Social Media
20 Years Ago
Myspace launched 10 years later in Aug. 2003
Facebook in February 2004
Twitter in March 2006
Instagram just 3 years ago in Oct. 2010
Today
Facebook
Twitter
LinkedIn
YouTube
Pinterest
Instagram
Foursquare
Hundreds of others

Media
fragmenta-on
is
growing
at
an

exponen-al
rate,
crea-ng
an
ever
more

complex
media
environment.

Increasing fragmentation leads
to more time spent with media.

Every day people are
consuming 12 hours of
media in only 9 hours.
~Source: comScore

77% of connected users
watch TV with another device
Source: eMarketer 2013
To accomplish that, multitasking has become the norm.

Media fragmentation and the explosion
of personalized media are cropping up so rapidly
that it’s almost impossible for digital marketers to keep up.

There is hope

RISE OF THE MACHINES
PROGRAMMATIC BUYING

“Humans really are not suited to the task.
Not only are we too slow, but we're generally bad
with numbers and complain far too much.”
~Chris
Sukornyk

Programmatic buying is the process
of executing media buys in an automated fashion
rather than through manual negotiations.

A Brief History Of Digital Advertising Buying
- Digital advertising used to be purchased
and sold 100% manually.
- Those with ads to sell, such as Yahoo! or
MSN, would pitch their ad inventory
directly to advertisers and agencies.
- At the same time agencies and
advertisers would issue RFPs requesting
access to ad inventory available on the
publisher websites.

As ad networks and the
alphabet soup of associated
platforms such as DSPs, SSPs
and RTB systems emerged,
the need arose for an
automated process to help
facilitate the buying and
selling of digital advertising.
Programmatic Buying allows advertisers and publishers
to interact in the complex landscape of today.

Similar to the evolution of the stock market
where trades were once performed through human interactions
and are now primarily done through automated systems.

Why Is This A Revolution?
- Advertisers can buy impressions individually,
not grouped by the thousands or millions.
- Each ad marketplace auction allows an
advertiser to serve one specific ad to one
single consumer in one single context realizing
true one-to-one marketing at scale.

Benefits Of Programmatic Buying
Reduce Waste
Avoid payment for the
wrong kind of consumer
that happens to be
visiting a certain content
property or even the
right kind of consumer
when they are visiting in
the wrong context.
More Properties
Due to its real-time
connection with many
large inventory sources,
programmatic buying
can consider vastly more
websites and digital
properties than any
manual buying process
ever could.
More Data
Traditional buying may
define segments with just
a handful of attributes
like age, gender, income,
geography, education.
Programmatic buying
systems can evaluate
millions of data features
all in real time.

Display Banners Video
Mobile Social
Multiple digital channels
currently supporting Programmatic Buying

Nearly one-fifth of US display spending
will be automated this year.
- US display advertisers will
spend $3.34 billion this year on
real-time bidding ads, up 73.9%
from last year.
-Programmatic video advertising
accounts for 19% of the
marketplace up 71% versus 2012.

Plethora of terminology surrounding
Programmatic Buying

Real-Time Bidding (RTB) is a method
of buying and selling through an online auction,
in real time, one ad impression at a time.

Programmatic Buying and Real-Time Bidding (RTB)
are not interchangeable.
RTB is a feature of
programmatic—a subset.
Programmatic can serve
marketers, vendors that
don't bid in real time.
Real-Time
Bidding
Programmatic
Buying

Ad Exchanges are the marketplace that facilitates
real-time, auction-based transactions.

Just as there are multiple stock exchanges
(NYSE, Tokyo, London), there are multiple Ad Exchanges.

Demand-Side Platforms (DSPs)
System that allows buyers
of digital advertising to
manage multiple ad and data
exchange accounts through
one interface.

Data Management Platforms (DMPs)
Consolidate online and offline customer data
from various sources into a single location.
DMP
Website Data
3rd Party Data
CRM Data

Data Management Platforms (DMPs)
Then break the data down into specific demographic and
behavioral segments that can be used to target online advertising.
Audience
Insights
Audience
Segmentation
Audience
Modeling
DMP

DMPs are designed to help both marketers
and publishers make the data they have actionable.

DMP RTB DSP Exchange
Programmatic Buying is the process of executing
media buys in an automated fashion.Advertiser
Publisher
Technologies facilitate the automated process.

“Programmatic Buying will become the dominant method
of purchase across all media channels in the near future.”
~Bonin Bough

Analysts predict television will be the next form
of media to embrace Programmatic Buying.
Today, we can already buy digital OOH
across the country using the programmatic
auction in taxi cabs, malls, airports, and
other digitally connected settings.
As off-line media takes on digital buying
principals, the line between digital
advertising and traditional advertising
may soon be erased.

Automation will not replace media management.
- Programmatic Buying is both an art and a science.
- The scientific component—the algorithm—gets most of the
glory, but the human element is crucial to proper execution.
- Algorithms are only as good as the data that feeds them,
and data is only as good as the strategies it informs.
The human element of Programmatic Buying
is critical to its success.

The Evolution of media through fragmentation has
created an ever more complex media landscape.
Marketers need to embrace the “Programmatic Buying
Revolution” for the benefits it provides and to keep
in step with the future of advertising.

Littlefield Summit 2013
The Evolution of Your Brand.

The Evolution of Our Brand.

It doesn’t matter how well
you say the wrong thing.

How People Make Buying Decisions

95% of Thinking is Subconscious. 5% is Rational.

The single, most persuasive idea that’s:
- Most relevant to your customers.
- True to who you are.
- Can be delivered across all brand touch points.
The One Thing

Outperform competitors in
stock-market performance by 8:1.

Outperform general market
and comparison companies
by 15:1 and 6:1, respectively.

400% higher revenues.
700% greater job growth.
1,200% higher stock prices.

Top 50 Brands vs. S&P 500
Top 50 S&P 500

A Brand Purpose
Each brand was built on an ideal
of improving lives in some way,
regardless of size and category.
What Did The Top 50 Have In Common?
Top 50 Brands vs. S&P 500

Your Brand Purpose - Internal
- Gives employees a unified, inspiring reason
to go to work every day.
- Gives your entire business extreme focus—from
HR and Marketing to R&D and Finance.
- Helps you make a much stronger connection
with every customer interaction.

Brand Purpose
Delivering Happiness.

Brand Purpose
Caring for the happy, healthy
development of babies.

Brand Purpose

The Purpose of Purpose

Crown, A World of Entertainment

Purpose: Sharpens your offer

Purpose: Changes the rules

Purpose: Connects people

“I make the cars go faster”

Purpose: Breaks down silos

Purpose: Creates new
business models

Kryptonite for Purpose

2013 Littlefield Summit

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