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Marketing Innovation, Kiev, Ukraine



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  • 1. FUTURELAB marketing innovation ingmar de lange / futurelab
  • 2. FUTURELAB part 1. introduction
  • 3. FUTURELAB futurelab marketing strategy consultants that drive pro t through customer centricity & innovation. Amsterdam Athens Berlin Brussels Bucharest Chicago Hamburg Helsinki Iasi Kiev London Melbourne Miami Milton Keynes Moscow Prague Shanghai The Hague Valencia
  • 4. FUTURELAB 30+ world-class In-house desk Strong allies for International associates acting as research and trend implementation & publications & thought “one global team” analysis resources measurement support leadership • Remarkable practice research • 75K regular blog readers • Social Media Analysis • +100,000 readers of • Presentation Development presentations & papers • Innovation Studies • regular speaking & media • Trend Analysis appearances • General Desk Research • on a mission to change the marketing profession
  • 6. FUTURELAB there is no box this talk is about marketing innovation. the essence: there is no box.
  • 7. FUTURELAB part 2. why this is
  • 8. FUTURELAB innovation is not just about new products. it is everywhere.
  • 9. FUTURELAB PR ESS ICE OC PR PRODUCT PROMOTION PEO CE PLE PLA marketing is not just about new promotions. innovation is the promotion.
  • 10. marketing has become a xed set of systems. a factory. means became an end. the essence went to the background.
  • 11. FUTURELAB marketing is simply about: what can I do for you? in every way I can.
  • 12. FUTURELAB Source: Mohan Sawhney, ©2002
  • 13. FUTURELAB nike+ is a platform that gives running a new dimension.
  • 14. FUTURELAB at teaches you how to drive fuel efficiently by improving your driving style.
  • 15. FUTURELAB amazon uses its advertising budget to offer a free delivery service.
  • 16. FUTURELAB bestbuy uses twitter to offer a personal marketing service to a large audience
  • 17. FUTURELAB nokia is connecting people by providing silent environments to make phone calls.
  • 18. FUTURELAB virgin atlantic makes it easier to share a cab, which will improve your whole travel experience.
  • 19. FUTURELAB it’s marketing as a service. these approaches have two things in common. it’s useful it’s a promotion
  • 20. FUTURELAB part 3. why this happens
  • 21. 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.
  • 22. 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.
  • 23. FUTURELAB digital is everything.
  • 24. FUTURELAB there’s too much advertising and it will become less effective.
  • 25. 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.
  • 26. FUTURELAB zipcar: use your phone to book, nd and open your rental car.
  • 27. FUTURELAB rabobank initiated a social payments service with hyves, holland’s largest social network.
  • 28. everything is a service provider. everything is a message. it all blends together.
  • 29. FUTURELAB part 4. how to do it
  • 30. two departments should be integrated business development marketing
  • 31. customer approach systems approach it’s about a customer centric strategy how can we make the customer’s need central to everything?
  • 32. FUTURELAB tesco shows you which supermarket has the lowest prices. even ‘we are cheap’ can be turned into a service.
  • 33. FUTURELAB nutricia introduced an airport diaper changing lounge to care for your baby.
  • 34. FUTURELAB hp teaches you how to use computers and software (from many different brands).
  • 35. problem information alternative purchase post- purchase usage recognition search evaluation decision purchase customer journey how can eye-catching services improve the customer journey? 35
  • 36. FUTURELAB amazon shows you that a book is cheaper at amazon when you are about to buy one in a book store.
  • 37. albert heijn helps you to manage your shopping list.
  • 38. FUTURELAB gap will give you your money back if prices drop.
  • 39. FUTURELAB part 5. important things
  • 40. FUTURELAB start with an insight, not with an idea.
  • 41. FUTURELAB hi charges your phone battery at music festivals. a strong insight, since phone charging became an indispensable part of overnight music festivals.
  • 42. FUTURELAB 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. running nike nike+ reading amazon free delivery communicating nokia silence booth driving at ecodrive
  • 43. FUTURELAB what’s important, is that there’s a t between your innovation and your brand. Frustration Aspiration high involvement Brand can make Brands can inspire things simpler Sports Assurance Nike+ Nationwide Mobile Irritation Fun low involvement Brands can make Brands make things easier things more fun Toilet paper Beer Charmin Sit or Squad Wieckse Sun Radar original model: negative motivation positive motivation rossiter & percy
  • 44. FUTURELAB charmin makes it easier to nd free, clean public restrooms. this ts the low involvement category of a toilet paper brand.
  • 45. FUTURELAB nationwide lets you manage all the paperwork on the spot after you had an accident. this nicely reduces the irritation associated with insurances.
  • 46. 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.
  • 47. FUTURELAB part 6. roundup
  • 48. FUTURELAB be useful
  • 49. FUTURELAB there is no box
  • 50. FUTURELAB thank you! ingmar de lange idl@futurelab.net