0
at

                ver  ,sing
th
     A bout
ad e
product

                   th
      is
 part
of





Ways to bake your...
BACKGROUND
The problem with products
Besides advertising, the USP is often nowhere to be found
help





The problem with products
And in worlds of innovation overload, you simply get lost…
The problem with advertising
Years of over exaggerated promising and messaging
  made advertising impact go down
         ...
54%

Feels
manipulated
by
Ads

                                       63%

                               Feel
that
Ads
ha...
finally dare to leave the eighties
The old rule was:

Create safe, ordinary
products and combine
them with
mass marketing




                        The new...
R&D
             Marke-ng





❉  Today being acceptable is the most dangerous marketing position
❉  It is time to break d...
BECAUSE
❉  The stuff we notice is the stuff we tend to buy
❉  The stuff we notice is the stuff that feeds peer-to-peer promotion
❉...
10 WAYS TO BLEND THE PRODUCT
     AND THE MARKETING

  (and be remarkable enough to be talked about)
#1
Use digital to redefine the way
 customers experience your
      product or service
make the process more convenient
extend the product with a service for to the consumer
[
The
Crème
Brûlée
Cart
has
more
then
7000
followers
on
twiNer
to
track
its

                             loca,on
in
San
F...
make product accessible and self-service
go multi-channel
[
Sleep
Cycle
alarm:
applica,on
measuring
your
sleep,
and
waking
you
up
at
the
right

                             moment
...
#2
Extend your definition of Design
[
Herman
Miller,
Mirra
chair,
designed
to
assemble,
disassemble,
take
back,


      recycle,
adjust
ergonomics
…
and
finall...
not product, but user experience
[
The
Gdiapers:
Washable,
compostable,
disposable,
non‐chlorine,

               
plas,c‐free,
cradle‐to‐cradle
diapers
]
...
#3
Sell it in a new way
[
Apple:
compu,ng
meets
music
industry
meets
telecom
meets
publishing
meets
…
]



                       think cross-indu...
not machine, but club of enthusiasts
     not commodity, but luxury
infiltrate in the culture in new ways and create new
                 consumption occasions
not buying car, but consuming kilometres
source promotion and advice out of the market
#4
Put the consumer in the
     designer chair
let consumer buy what they create, and create what to buy
let them express their identity trough the product
[
Lauren
Luke’s
make‐up
kit
that
comes
with
Youtube
tutorials
and
other

services
that
help
people
become
prosumers
when
i...
#5
Be attractively good
          -
    Make love
[
NIKA
turns
consuming
water
into
giving
access
to
water
]




let consuming be the new giving,
  and giving the new consu...
[
The
SONNAN:
For
every
solar
powered
lamp
sold,
Ikea
offers
one
to
UNICEF,


                    to
enable
kids
to
study
a...
[
VRT/
Eén:
babyslabbeke
for
all
kids
that
are
one
year
old
in
2010]





Make products that demonstrate company values
[
HEMA
paint
for
kids,
100%
toxic
free]




          Do no harm
#6
Be perfectly wrong
         -
  Make trouble
[
Uglydolls,
The
opposite
of
cute,
Specialty
Toy
of
the
Year
2006]




Designed to be the opposite of the norm
[
Designer
dresses
for
rent,
not
for
sale]




Challenge consumer conventions
[
Frutels;
chocolates
against
acné
]




Be remarkable by putting expectations upside down
[
MINI:
while
all
brands
were
going
big,
male,
powerful
and
very
SUV…]




     Do exactly the opposite as the industry
[
Nike
Free:
a
running
shoe
that
offers
bare
foot
running
experience,


while
the
en,re
market
is
dominated
by
‘giving
more...
#7
Let the product tell the story
[
Innocent:
the
Big
Knit:
charity
to
support
poor
eldery
in
the
UK
during
winter
,me,
by
selling

                        ...
[
Boxed
water]



Use the product (packaging) as a story book
[
Brompton
folding
bikes
]



Let every use be a promotional product demonstration
[
Made‐by
is
a
label
for
ethical
and
sustainable
fashion


that
allows
clients
to
do
‘fair‐tracing’:
track
and
trace
the
e...
[
Kuyichi
jackets
made
from
PET
fibers]



Show-off the story in the design and presentation
[
Alain
de
BoNon’s
book
‘A
Week
at
the
airport’
is
wriNen
during
‘a
week
on
the
airport’.

                       His
wri,...
[
Sun
Chips:
first
chips
baked
by
the
sun
and
packed
in
packaging
that
decomposes
by
sunlight
]

   Turn production story i...
#8
130 Be extreme
[
Wine
Cellar
Sorbets:
Most
exclusive
of
all
ice‐creams]



       Be the best-of-the-best
[
Comme
des
garçons
‘an,‐perfumes’:
’

Dry
clean',
'Garage',
'Skai',
'Soda'
and
'Tar'.

]



               Be weird
#9
130 Destroy
[
BoNled
Water
Free
Towns
revalue
boNled
water]




Take something away, to create something new
[
As
Flip
reduced
radically
a
broad
series
of
features,
and
lec
nothing
but
a
USB
connec,on,
a
lens
and


                ...
#10
134 Make what’s inside visible
      on the outside
[
Back
in
the
1940’s:

Fender
made
it
acceptable
that
electric
guitars
are
flat
by
showing
off
the
sound
pick‐ups


        ...
[
The
Japanese
brand
“Banana
Juice”
]





The best product design is sometimes no design
THE KICKSTART QUESTIONS
❉  Can we drastically improve or redefine the product experience
   with the power of digital?

❉  Can we create a distinc...
BUT WHAT ABOUT
OLD MEDIA ADVERTISING?
Remember great products use advertising as a display
 window.
And boring products use advertising as a smokescreen.
The more exciting the innovation, the more transparent the
  communication.
THANKS FOR YOUR
ATTENTION
Inspired by and stolen from:
❉    Alex Bogusky & John Winsor: Baked In, ‘creating products and b...
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Advertising that is part of the product

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This is a presentation on New marketing, on how to build the marketing into the product, inspired by the book Baked-In.

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Transcript of "Advertising that is part of the product"

  1. 1. at
 ver ,sing
th A bout
ad e
product
 th is
 part
of
 Ways to bake your advertising into your product
  2. 2. BACKGROUND
  3. 3. The problem with products Besides advertising, the USP is often nowhere to be found
  4. 4. help
 The problem with products And in worlds of innovation overload, you simply get lost…
  5. 5. The problem with advertising Years of over exaggerated promising and messaging made advertising impact go down 
(FORRESTER)

  6. 6. 54%
 Feels
manipulated
by
Ads
 63%
 Feel
that
Ads
have
 
 relevance
to
them
 The problem with advertising 
(FORRESTER)

  7. 7. finally dare to leave the eighties
  8. 8. The old rule was: Create safe, ordinary products and combine them with mass marketing The new rule is: Create truly innovative products, and build the marketing right into it
  9. 9. R&D
 Marke-ng
 ❉  Today being acceptable is the most dangerous marketing position ❉  It is time to break down the walls between product and messaging, and make both tell the same story ❉  It is time to bake in the marketing into the product. Mix the product innovation with the marketing innovation
  10. 10. BECAUSE
  11. 11. ❉  The stuff we notice is the stuff we tend to buy ❉  The stuff we notice is the stuff that feeds peer-to-peer promotion ❉  Innovative product and marketing design creates new markets, instead of reaching old markets
  12. 12. 10 WAYS TO BLEND THE PRODUCT AND THE MARKETING (and be remarkable enough to be talked about)
  13. 13. #1 Use digital to redefine the way customers experience your product or service
  14. 14. make the process more convenient
  15. 15. extend the product with a service for to the consumer
  16. 16. [
The
Crème
Brûlée
Cart
has
more
then
7000
followers
on
twiNer
to
track
its
 loca,on
in
San
Francisco]

 extend the product with a service for to the consumer
  17. 17. make product accessible and self-service
  18. 18. go multi-channel
  19. 19. [
Sleep
Cycle
alarm:
applica,on
measuring
your
sleep,
and
waking
you
up
at
the
right
 moment
of
your
sleep
cycle]

 don’t think computer, think human ware
  20. 20. #2 Extend your definition of Design
  21. 21. [
Herman
Miller,
Mirra
chair,
designed
to
assemble,
disassemble,
take
back,

 recycle,
adjust
ergonomics
…
and
finally,
to
be
a
designer
chair]

 not product, but product cycle
  22. 22. not product, but user experience
  23. 23. [
The
Gdiapers:
Washable,
compostable,
disposable,
non‐chlorine,
 
plas,c‐free,
cradle‐to‐cradle
diapers
]

 design for people, planet profit, not just profit
  24. 24. #3 Sell it in a new way
  25. 25. [
Apple:
compu,ng
meets
music
industry
meets
telecom
meets
publishing
meets
…
]

 think cross-industry
  26. 26. not machine, but club of enthusiasts not commodity, but luxury
  27. 27. infiltrate in the culture in new ways and create new consumption occasions
  28. 28. not buying car, but consuming kilometres
  29. 29. source promotion and advice out of the market
  30. 30. #4 Put the consumer in the designer chair
  31. 31. let consumer buy what they create, and create what to buy
  32. 32. let them express their identity trough the product
  33. 33. [
Lauren
Luke’s
make‐up
kit
that
comes
with
Youtube
tutorials
and
other
 services
that
help
people
become
prosumers
when
it
comes
to
make‐up
]

 include consumers’ skills
  34. 34. #5 Be attractively good - Make love
  35. 35. [
NIKA
turns
consuming
water
into
giving
access
to
water
]

 let consuming be the new giving, and giving the new consuming
  36. 36. [
The
SONNAN:
For
every
solar
powered
lamp
sold,
Ikea
offers
one
to
UNICEF,

 to
enable
kids
to
study
acer
dark
]

 let consuming be the new giving, and giving the new consuming
  37. 37. [
VRT/
Eén:
babyslabbeke
for
all
kids
that
are
one
year
old
in
2010]

 Make products that demonstrate company values
  38. 38. [
HEMA
paint
for
kids,
100%
toxic
free]

 Do no harm
  39. 39. #6 Be perfectly wrong - Make trouble
  40. 40. [
Uglydolls,
The
opposite
of
cute,
Specialty
Toy
of
the
Year
2006]

 Designed to be the opposite of the norm
  41. 41. [
Designer
dresses
for
rent,
not
for
sale]

 Challenge consumer conventions
  42. 42. [
Frutels;
chocolates
against
acné
]

 Be remarkable by putting expectations upside down
  43. 43. [
MINI:
while
all
brands
were
going
big,
male,
powerful
and
very
SUV…]

 Do exactly the opposite as the industry
  44. 44. [
Nike
Free:
a
running
shoe
that
offers
bare
foot
running
experience,

 while
the
en,re
market
is
dominated
by
‘giving
more
grip’,
and
reduce
chance
on
injury]

 Do exactly the opposite as you did before
  45. 45. #7 Let the product tell the story
  46. 46. [
Innocent:
the
Big
Knit:
charity
to
support
poor
eldery
in
the
UK
during
winter
,me,
by
selling
 their
kniNed
hats
on
top
op
smoothie
boNles
]
 Make an ad-on
  47. 47. [
Boxed
water]
 Use the product (packaging) as a story book
  48. 48. [
Brompton
folding
bikes
]
 Let every use be a promotional product demonstration
  49. 49. [
Made‐by
is
a
label
for
ethical
and
sustainable
fashion
 
that
allows
clients
to
do
‘fair‐tracing’:
track
and
trace
the
en,re
product
lifecycle
of
their
clothes]
 Make the total product story transparent
  50. 50. [
Kuyichi
jackets
made
from
PET
fibers]
 Show-off the story in the design and presentation
  51. 51. [
Alain
de
BoNon’s
book
‘A
Week
at
the
airport’
is
wriNen
during
‘a
week
on
the
airport’.
 His
wri,ng
appeared
live
on
a
big
screen]
 Open the production process for people to observe
  52. 52. [
Sun
Chips:
first
chips
baked
by
the
sun
and
packed
in
packaging
that
decomposes
by
sunlight
]
 Turn production story into the brand and turn the brand into production story
  53. 53. #8 130 Be extreme
  54. 54. [
Wine
Cellar
Sorbets:
Most
exclusive
of
all
ice‐creams]

 Be the best-of-the-best
  55. 55. [
Comme
des
garçons
‘an,‐perfumes’:
’
 Dry
clean',
'Garage',
'Skai',
'Soda'
and
'Tar'.

]

 Be weird
  56. 56. #9 130 Destroy
  57. 57. [
BoNled
Water
Free
Towns
revalue
boNled
water]

 Take something away, to create something new
  58. 58. [
As
Flip
reduced
radically
a
broad
series
of
features,
and
lec
nothing
but
a
USB
connec,on,
a
lens
and

 the
buNons
to
control,

it
created
the
perfect
 day‐to‐day
camera.

]

 Sacrifice features
  59. 59. #10 134 Make what’s inside visible on the outside
  60. 60. [
Back
in
the
1940’s:
 Fender
made
it
acceptable
that
electric
guitars
are
flat
by
showing
off
the
sound
pick‐ups

 in
the
guitar
design
]

 ]

 Show the inside technology
  61. 61. [
The
Japanese
brand
“Banana
Juice”
]

 The best product design is sometimes no design
  62. 62. THE KICKSTART QUESTIONS
  63. 63. ❉  Can we drastically improve or redefine the product experience with the power of digital? ❉  Can we create a distinctive story by embracing a much broader design perspective? ❉  Can we get in the spotlight by a totally new way to sell our product or service? ❉  Can we build a more intimate relation with our consumers by involving them in the design process? ❉  Can we be the talk of the town by being attractively good for society? ❉  Can we be talk of the town by being perfectly wrong? ❉  Can our product do the talking by carrying the story in a fresh way? ❉  Can we stand-out by being the extremist of the category? ❉  Can we stand-out by throwing things away? Erasing things? Destroy things? ❉  Can we be remarkable by making the invisible visible?
  64. 64. BUT WHAT ABOUT OLD MEDIA ADVERTISING?
  65. 65. Remember great products use advertising as a display window.
  66. 66. And boring products use advertising as a smokescreen.
  67. 67. The more exciting the innovation, the more transparent the communication.
  68. 68. THANKS FOR YOUR ATTENTION Inspired by and stolen from: ❉  Alex Bogusky & John Winsor: Baked In, ‘creating products and business that market themselves’ ❉  Tom Himpe: The conversation starts from within ❉  Trendwatching.com, the 2010 Trendreport Assembled and arranged by Stefaan Vandist, strategic planner, 10 Advertising
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