TEB and Fuel Industries

What an exciting presentation from Warren Tomlin, and Mike Burns did we assist to this morning. Sitting there listening to them felt like being catapulted into the future of marketing, and getting a preview of what costumer interaction will look like in a few years. Several things stood out for me this morning: apart from a very creative, and wow-factor filled presentation, it was very interesting to hear them share some of the key basic assumptions that Fuel Industries have made when it comes to how they go after customers.

Fuel Industries realize that, and I am quoting, “the world is a messaging mess”, and this new incredible amount of choice that we have now a days coming from the television, the radio, the Internet, newspapers, smart phone, and all other technologies, has gradually but steadily changed our perception of the market place, and consequently our behaviour as consumers.  We look for cheaper deals, better quality, and better service, and a deeper integration of new generation technology into our selection, and buying experience.

Fuel Industries is riding on the crest of that wave  as they have realized what large percentage of their clients’ demographic was born in the digital age. This is to mean that they are not making any digital shift, they are digital natives, and as such, they are much more receptive to information conveyed through virtual worlds, simulations, and other multimedia experiences. 

The most interesting part to me was in fact how they are so confident in the existence of these trends that they built their entire marketing strategy around it. Again I am quoting from their slide show “we work for Brands who understand that reaching a consumer through entrainment is a valid marketing medium”. They do not go out there and try to convince someone of the validity of their modus operandi. They know that they are doing the right thing, and look for those who already have an understanding of those same concepts. 

I am currently working in a start up that wants to deploy a product that follows very similar, if not identical market trends, and listening to this presentation today was absolutely terrific!