marketing e-mobility from same, to better to different! · marketing e-mobility: from same, to...
TRANSCRIPT
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
FROM SAME, TO BETTER TO DIFFERENT!
Brought to you by…
considered.org.uk @considered_ Steven Johnson
MARKETING E-MOBILITY
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
STEVEN WHO…?
Since 1962, D&AD has been inspiring a
community of creative thinkers by
celebrating and stimulating the finest in
design and advertising.
A D&AD Award is recognised globally as
the ultimate creative accolade, entered
and attended by the best from around the
world.
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
BEHAVIOUR CHANGE
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
EV MARKETING
1911
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
EV MARKETING
2011
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
EV MARKETING
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
EV MARKETING
On average a new car loses
20% of its value as soon as
it leaves the forecourt.
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
SUSTAINABILITY MARKETING
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE SEMIOTICS OF SUSTAINABILITY
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE SEMIOTICS OF SUSTAINABILITY
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE SEMIOTICS OF SUSTAINABILITY
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE ELEPHANT IN THE ROOM
SUSTAINABILITY
ISN’T THAT
IMPORTANT!!
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE ELEPHANT IN THE ROOM
SUSTAINABILITY
ISN’T THAT
IMPORTANT!!
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE ELEPHANT IN THE ROOM
SUSTAINABILITY
ISN’T THAT
IMPORTANT!!
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE ELEPHANT IN THE ROOM
I’m
CONCERNED
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE ELEPHANT IN THE ROOM
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE ELEPHANT IN THE ROOM
I’m
CONCERNED
So what! I’m
NOT
MOTIVATED
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE ELEPHANT IN THE ROOM
I’m
CONCERNED
So what! I’m
NOT
MOTIVATED
But, it’s cheap as…
Goes as far as…
Is quieter than…
“Understanding people's
aspirations around
consumerism and
sustainability is an
important area of inquiry.
It requires a great deal
more understanding in
order to increase
sustainable
consumption.”–Ursula
Mathar, head of
sustainability BMW
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE WAY FORWARD?
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE WAY FORWARD?
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE WAY FORWARD?
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE WAY FORWARD?
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE WAY FORWARD?
Are we being
ambitious enough?
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE WAY FORWARD?
Are we being
ambitious enough?
EVs that seek to be
equal with ICEVs
cars, lack ambition.
From BUT…
To AND
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE WAY FORWARD?
It’s a mobile phone, BUT…
it’s coverage/range/charge
is quite good.
From BUT
…to AND
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE WAY FORWARD?
It’s a mobile phone AND…
you can send text messages
with to your friends with it!
From BUT
…to AND
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE WAY FORWARD?
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE WAY FORWARD?
If we ask our
customers what
they want, they’ll
say a better car!
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE WAY FORWARD?
If we ask our
customers what
they want, they’ll
say a better car!
From SAME to
BETTER to
DIFFERENT!
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE WAY FORWARD?
VALUES AND BEHAVIOUR
Alternative consumer values
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
THE WAY FORWARD?
ALTERNATIVE CONSUMER VALUES
Levi Commuter Jeans Mud ‘Circular’ Jean
MARKETING E-MOBILITY: FROM SAME, TO BETTER, TO DIFFERENT © 2014 Considered
considered.org.uk
FROM SAME, TO BETTER TO DIFFERENT!
Brought to you by…
considered.org.uk @considered_ Steven Johnson
MARKETING E-MOBILITY
THANK YOU FOR LISTENING!