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Marketing To A Changing Consumer: The Value Of Values
- 1. 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
- 2. 2005-2011: A SEISMIC SHIFT... Sunday, November 20, 2011
- 3. !"#$%&$%'!($)*+,-'.-&(-&/,)'.()012,3,))&($' THE POST RECESSION CONSUMER !"#$%&#'&()#*+,&-).',&/0)#123+%&455674558& Exclusive -60% Exclusive -60% Kindness & Empathy Sensuous-41% Arrogant -30% +391% Daring -20% Daring -20% Friendly +148% High Quality +124% Socially Responsible +63% 4(*-3,5'6(*$%'#$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' Sunday, November 20, 2011
- 4. !"#$%&$%'!($)*+,-'.-&(-&/,)'.()012,3,))&($' GEN Y: THEY REALLY ARE DIFFERENT !"#$%&#'&()#*+,&-).',&/0)#123+%&455674558& Exclusive -60% Exclusive -60% Kindness & Empathy Arrogant -41% Sensual -30% +391% Daring -20% Daring -20% Friendly +148% High Quality +124% Socially Responsible +63% 4(*-3,5'6(*$%'#$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' Sunday, November 20, 2011
- 5. TRUST IN NETWORKS vs “MARKETING” Sunday, November 20, 2011
- 6. 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
- 7. The story of Earthkeepers Sunday, November 20, 2011
- 8. Timberland Sunday, November 20, 2011
- 9. A pioneer in social responsibility Sunday, November 20, 2011
- 10. Community service & reforestation Sunday, November 20, 2011
- 11. 2007 Brand messaging reserved. ny. All rights land Compa The Timber Company. ©2007 Timberland arks of The red tradem arks or registe are tradem Timberland and Sunday, November 20, 2011
- 12. TBL share price 2006-08 Sunday, November 20, 2011
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- 16. Traditional media Sunday, November 20, 2011
- 17. Virtual Real World Reforestation Sunday, November 20, 2011
- 18. Advocacy Sunday, November 20, 2011
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- 21. Earthkeepers Fall 2011 Sunday, November 20, 2011
- 22. Timberland Sales Other Products Earthkeepers 1500 1125 750 375 2007 2008 2009 0 2010 Sunday, November 20, 2011
- 23. Even Wall Street Takes Notice... Sunday, November 20, 2011
- 24. TBL Share Price... Sunday, November 20, 2011
- 25. TBL Share Price... Sunday, November 20, 2011
- 26. MARKETING VALUES: WHAT WORKS • Authenticity & transparency • Values as “gift with purchase” • Story-telling vs “advertising” Sunday, November 20, 2011
- 27. WHAT DOESNʼT WORK? • TMI • Being earnest Sunday, November 20, 2011
- 28. Sunday, November 20, 2011
- 29. 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
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- 37. www.timberland.com /canvasthatcares Sunday, November 20, 2011
- 38. 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