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SMLXL

Helping companies grow through innovative marketing communication strategies

SMLXL: A new route to market

What do we produce

SMLXL produces cross-platform communication strategies and campaigns to help companies grow

SMLXL: A new route to market

SMLXL operates at the intersection between business strategy, interactive technology, marketing communications and media

Business strategy New forms of cross -platform brand & marketing communications

Interactive communications platforms

Marketing communications and media

SMLXL: A new route to market

Why is this?
‡ Multi-platform: Today¶s world is multi-platform and multi-channel, and communications must be designed and executed around this fact. Coherent: Unity must be achieved via an overarching theme or idea. µIntegrated¶ is not really the right word, because µintegration¶ assumes we are starting with separate bits which we need to bring together. Coherence means we are starting from one single perspective and then allowing for many different manifestations of the central theme Technology savvy: New technologies offer huge opportunities in areas such as interactivity, immediacy, accessibility and addressability. Communications programmes need to use these opportunities to the full.

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SMLXL: A new route to market

Why is this?
‡ Economically efficient: Yesterday¶s saturation-bombing µjust-in-case¶ messaging strategies were inherently inefficient. By combining the above features creatively, new levels of cost efficiency can be reached. Mainstream: If the initiative is small and marginal, it¶s not worth the candle. Bold and mainstream is the order of the day. Strategically µon-target¶: This goes without saying: the communications exercise must still address the organization¶s needs either narrowly in terms of product or service awareness/relevance and/or broadly in terms of corporate reputation, positive brand associations etc.

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SMLXL: A new route to market

What do we believe

SMLXL believes that there is a bigger opportunity to engage with customers by harnessing combinations of the all channels now available, giving customers more compelling reasons to engage. We call this Engagement Marketing Engagement marketing seizes the problems of modern marketing by the throat, and turns them into an opportunity.

SMLXL: A new route to market

There isn¶t just one approach that achieves this new synthesis. There are a range of possibilities.
‡ ‡ For example: To create µmatching and connecting¶ processes that revolve around the rich use of personal information and new information technologies and that put the consumer/buyer in control. To achieve pervasive penetration, so that the brand and its manifestations become an accepted part of every day life. To engage people via your marketing, by making this marketing a part of the cultural fabric of people¶s lives.

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SMLXL: A new route to market

What do we believe

Our research shows that this new model of marketing is much more effective than the present interruptive model at being able to increase sales cycles, build customer loyalty and increase customer advocacy

SMLXL: A new route to market

What do we believe

Where Interruptive Marketing attempted to change belief through image building and awareness, Engagement Marketing changes behaviour through involvement
By ‡ Riding the waves of convergence: of multi-media, popular culture and commerce; of media, culture and technology. ‡ Encouraging audiences¶ active involvement and participation ‡ Engaging its audiences on a multi-media and multi-platform basis

SMLXL: A new route to market

The benefit
‡ Done the right way, this sort of marketing becomes a source of consumer value in its own right ± and a means by which the company can innovate its core value propositions. In this way, the chasm between µwhat we make¶ and µhow we sell it¶ is bridged and marketing becomes a part of what people buy. Marketing becomes less of a cost and more of a source of value for both sides. If the idea and engagement is strong enough, for example, people will be prepared to pay for it either directly (e.g. a ticket to an event) or indirectly (e.g. broadcasters paying for programming rights)

SMLXL: A new route to market

What do we believe

Engagement Marketing will involve the customer way beyond the short term cycles of current interruptive marketing campaigns

Awareness, Interest, Desire, Action

Interaction, Engagement

Point of purchase

SMLXL: A new route to market

SMLXL projects

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Cross-platform marketing initiatives Interactive communication strategies

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Branded cross-platform promotions

BELL¶S
‡ Brand related entertainment properties

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SMLXL: A new route to market

µCross-platform branding and marketing communications¶ Product or Service The 4Ps Product Price Promotion Place Engagement marketing tools The 4Cs Content Connectivity Community Commerce Brand as Relationship The 4Es Engage Experience Enhance Emotion

SMLXL: A new route to market

µCross-platform branding and marketing communications¶ 4E¶s expanded« An opportunity to: Engage your customers Experience the product or service Enhance your company/customer relationship more Emotionally than traditional advertising.

SMLXL: A new route to market

What are the benefits for our clients?
1. Align marketing strategy with business strategy 2. Solution-driven, not format-driven 3. Increased marketing productivity and cost efficiency 4. Experience in developing media and communication concepts that deliver on companies¶ financial goals 6. Delivery of compelling concepts that engage audiences and deliver bottom line value for business.

SMLXL: A new route to market

SMLXL
For more information contact: Alan Moore alanm@smlxtralarge.com
All rights reserved Alan Moore, Axel Chaldecott, 2003

If 20th Century Marketing was about ³Interruption´, then 21st Century Marketing will be most definitely about ³Engagement´

SMLXL: A new route to market