A Marketing Reminder From Johnny on the Streets of Montreal

  |  January 30, 2012   |  Comments

Industry lessons can come from anywhere - not just career advertisers.

Last week, I was in Montreal to deliver a speech to a group of web analytics specialists. My message was, if you are not focused on the cross-channel mix, you are not seeing the full picture. However, the lesson I returned home with is that advertising takes many forms and comes from many places. So, as advertisers, ensure you are stopping to see the whole picture.

This lesson hit me in the face like the cold Canadian wind I was greeted with upon my arrival, and it came via the unexpected form of the day's driver, Johnny. Johnny, who runs his own transportation service, was responsible for getting me from my presentation location, back to the airport. During the half-hour drive, we discussed the city and he educated me on Montreal's unique structure as an island and where in the area people lived and worked. And he spoke of his own interaction with "advertising."

As it turns out, Johnny, in a prior life, owned a sandwich shop in Montreal. He was an affiliate of a mid-sized quick service restaurant who one day awoke to find a new Subway franchise moving in down the street. At the time, Johnny had a loyal customer base, but soon found himself in direct competition with a bigger and more resource-rich competitor. His first reaction was to call corporate for guidance. To his dismay, guidance (in this instance) came in the form of a recommendation to "Read the franchisee manuals and spend $1,000 to market the business."

Johnny astutely recognized that he could not afford to engage in a spending war with a Subway franchise owner whose network afforded them TV, radio, and print support and coupons at their disposal. So after great consideration, Johnny got to work using two assets he had at his disposal - his store and his loyal customers. Johnny knew his customers were not getting better subs down the street, but a better deal. But, and as you'll soon see (and to his advantage), to get to the new sandwich shop, those same customers would pass his store every time. So, Johnny spent $100 on a large sign he would place outside of his building that simply read, "All Coupons Honored."

With that, Johnny used his owned asset (the store building) and his earned assets (his customers) to completely change the dynamic. In the fast-paced digital environment, we operate by attaching catchy names to our actions. We call it "conquesting" when we ride the wind of competitors, and many have (more often than we would like to admit) gone the "spend the $1,000" route to fight the fight. What fascinated me with Johnny was that he was able to stop, step back, and assess the options when the easy answer of spend more was not an option. In that moment, when the option was eliminated, Johnny found a way to compete and let his valued customers find their way back to him, which furthered business growth by leveraging the paid efforts of another bigger player to his own benefit.

I spent less than 24 hours in Montreal last week, which wasn't enough time to see the city. But in my brief interaction with Johnny, I found that there are industry lessons to be learned by people who aren't career advertisers. As in the case of Johnny, through their lives, they can help you see different ways to paint a rich and vibrant picture worthy to be shared.


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Chris Copeland

Chris Copeland is chief executive officer of GroupM Next, the forward-looking media innovation unit of GroupM. Chris is responsible for curating and communicating insight-focused media solutions across established and emerging platforms. Leveraging his multi-year experience with emerging media companies, Chris is tasked with stewarding GroupM Next in partnership with agency leadership from GroupM's four media marketing and marketing service agencies (Maxus, MEC, MediaCom, and Mindshare). The focus is participating with those companies leading changes that most impact consumer media consumption, brand favorability, and purchase behavior.

Guiding the Predictive Insights, Technology, Research, and Communications teams at GroupM Next, Chris is responsible for overseeing the amplification of insights into opportunities that directly benefit the business of GroupM agencies and their clients. GroupM is the world's largest media investment management group and the media holding arm of WPP. Together, GroupM agencies represent almost $30 billion in overall North American billings (RECMA).

Chris helped guide the development of GroupM Next, which was established to deliver the best thinking and new insights from within the GroupM community. The unit also focuses on technology innovation connecting all media channels, but especially, online, social, mobile, and addressable.

Chris was selected to lead GroupM Next after nine years of leading the search marketing practice within GroupM. Among his accomplishments are the development and integration of the global search marketing offering for GroupM agencies, GroupM Search, which managed $1.3 billion in search billings globally and grew to more than 1,000 search marketing strategists serving 40 countries. In 2009, Chris created the research division of GroupM Search and developed research studies that deepened the understanding of consumer behavior across search and social media for leading brands and garnered global traction - most notably: The Influenced: Social Media, Search, and the Interplay of Consideration and Consumption; The Virtuous Circle: The Role of Social Media in the Purchase Pathway;and From Intent to In-Store: Search's Role in the New Retail Shopper Profile.

Chris entered the digital industry in 1996 when he joined search marketing agency WGI (later acquired by Tempus Group). He has been with the WPP and GroupM family of companies since 2000 when, recognizing search as an emerging media channel with incredible potential for brands, WPP acquired Tempus Group and CIA, and ultimately rebranded the search marketing agency as Outrider. As senior partner and managing director of Outrider, Chris delivered on GroupM's vision for the channel, leading the organization to 500 percent growth with global presence over five years, and establishing award-winning search marketing strategies that have become industry-wide best practices. In 2002, Chris successfully implemented the integration of search into the cross-channel media planning process at MEC, creating the first search marketing practice to sit within a media communications and planning company. In 2007, he guided the business expansion of search marketing practices into all GroupM agencies. In 2009, Chris was named CEO of GroupM Search, where he was responsible for driving global search strategy for the organization, while fostering the innovative application of search as an integrated channel. In his role, Chris also provided digital strategy counsel for clients, including AT&T, Dell, Audi, Volkswagen, and more.

Chris is an active member on advisory boards at the 4A's, Google, Yahoo, MSN, and I-COM. He is a frequent speaker in global forums discussing the digital marketplace and how the space is evolving, and serves as a regular resource to national and industry press. Chris contributes editorial commentary regularly to Advertising Age, ClickZ, MediaPost, and MediaBizBloggers.com. In fall 2013, Chris was honored as an inductee into the ClickZ Digital Hall of Fame.

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