marketing innovation, kiev, ukraine
Post on 18-Sep-2014
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DESCRIPTION
This is a Keynote presentation on marketing innovation I did in Kiev on October the 1st, 2010. It's based on 'A Useful Guide to the Brand Utility', but the cases are approached from a different perspective: innovation. The key message is that innovation is not just about new products, it's about new solutions.TRANSCRIPT
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FUTURELAB
marketing innovationingmar de lange / futurelab
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FUTURELAB
part 1.introduction
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FUTURELAB
Amsterdam Athens Berlin Brussels Bucharest Chicago Hamburg Helsinki Iasi Kiev London Melbourne Miami Milton Keynes Moscow Prague Shanghai The Hague Valencia
futurelabmarketing strategy consultants that drive pro!t throughcustomer centricity & innovation.
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FUTURELAB
30+ world-class associates acting as
“one global team”
In-house desk research and trend analysis resources
• Remarkable practice research• Social Media Analysis • Presentation Development• Innovation Studies• Trend Analysis• General Desk Research
Strong allies for implementation &
measurement support
International publications & thought
leadership
• 75K regular blog readers• +100,000 readers of
presentations & papers• regular speaking & media
appearances• on a mission to change
the marketing profession
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FUTURELAB
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there is no box
FUTURELAB
this talk is about marketing innovation.the essence: there is no box.
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FUTURELAB
part 2.why this is
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FUTURELAB
innovation is not just about new products.it is everywhere.
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FUTURELAB
marketing is not just about new promotions. innovation is the promotion.
PRODUCT
PEOPLE
PRICE
PLACE
PROCES
S
PROMOTION
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marketing has become a !xed set of systems. a factory.means became an end. the essence went to the background.
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FUTURELAB
marketing is simply about: what can I do for you? in every way I can.
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FUTURELAB
Source: Mohan Sawhney, ©2002
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FUTURELAB
nike+ is a platform that gives running a new dimension.
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FUTURELAB
!at teaches you how to drive fuel efficiently by improving your driving style.
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FUTURELAB
amazon uses its advertising budget to offer a free delivery service.
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FUTURELAB
bestbuy uses twitter to offer a personal marketing service to a large audience
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FUTURELAB
nokia is connecting people by providing silent environments to make phone calls.
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FUTURELAB
virgin atlantic makes it easier to share a cab, which will improve your whole travel experience.
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FUTURELAB
it’s marketing as a service. these approaches have two things in common.
it’s useful
it’s a promotion
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FUTURELAB
part 3.why this happens
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FUTURELAB
online products and service can now be reproduced at almost zero costs. just like a communication message.
the digital age transforms them into a new mass medium.
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FUTURELAB
domino’s pizza shows you the realtime status of your pizza, from order to delivery. this service was a popular viral, and thus also became a message.
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FUTURELAB
digital is everything.
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FUTURELAB
there’s too much advertising and it will become less effective.
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thanks to mobile and social media brands can now be 24/7 present in the daily lives of consumers.
if they can add value on a 24/7 basis.
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FUTURELAB
zipcar: use your phone to book, #nd and open your rental car.
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FUTURELAB
rabobank initiated a social payments service with hyves, holland’s largest social network.
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everything is a service provider.everything is a message.
it all blends together.
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FUTURELAB
part 4.how to do it
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two departments should be integrated
businessdevelopment
marketing
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systems approach
customer approach
it’s about a customer centric strategyhow can we make the customer’s need central to everything?
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FUTURELAB
tesco shows you which supermarket has the lowest prices. even ‘we are cheap’ can be turned into a service.
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FUTURELAB
nutricia introduced an airport diaper changing lounge to care for your baby.
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FUTURELAB
hp teaches you how to use computers and software (from many different brands).
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customer journey
35
problem recognition
information search
alternative evaluation
purchase decision purchase post-
purchase usage
how can eye-catching services improve the customer journey?
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FUTURELAB
amazon shows you that a book is cheaper at amazon when you are about to buy one in a book store.
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albert heijn helps you to manage your shopping list.
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FUTURELAB
gap will give you your money back if prices drop.
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FUTURELAB
part 5.important things
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FUTURELAB
start with an insight, not with an idea.
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FUTURELAB
hi charges your phone battery at music festivals. a strong insight, since phone charging became an indispensable part of overnight music festivals.
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don’t use demographics when you think about an innovation. use an activity. it’s not about who your consumers are. it’s about what they do.
FUTURELAB
running
reading
communicating
driving
nike
amazon
nokia
!at
nike+
free delivery
silence booth
ecodrive
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FUTURELAB
original model: rossiter & percy
what’s important, is that there’s a !t between your innovation and your brand.
IrritationBrands can make things easier
Toilet paperCharmin Sit or Squad
FunBrands make things more fun
BeerWieckse Sun Radar
negative motivation positive motivation
low
invo
lvem
ent
high
invo
lvem
ent Frustration
Brand can make things simpler
AssuranceNationwide Mobile
AspirationBrands can inspire
SportsNike+
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FUTURELAB
charmin makes it easier to #nd free, clean public restrooms. this #ts the low involvement category of a toilet paper brand.
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FUTURELAB
nationwide lets you manage all the paperwork on the spot after you had an accident. this nicely reduces the irritation associated with insurances.
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FUTURELAB
this is a process. not a product.#nd a unmet need. develop a solution and go beta fast.then adjust it. and adjust it again.let it grow organically.when it’s ready, communicate it.
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FUTURELAB
part 6.roundup
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FUTURELAB
be useful
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FUTURELAB
there is no box