Advertising that is part of the product
Upcoming SlideShare
Loading in...5
×
 

Advertising that is part of the product

on

  • 1,592 views

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

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

Statistics

Views

Total Views
1,592
Views on SlideShare
1,499
Embed Views
93

Actions

Likes
2
Downloads
88
Comments
0

3 Embeds 93

http://web.me.com 83
http://harvest.10.be 5
http://www.slideshare.net 5

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Advertising that is part of the product Advertising that is part of the product Presentation Transcript

    • at
 ver ,sing
th A bout
ad e
product
 th is
 part
of
 Ways to bake your advertising into your product
    • 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 
(FORRESTER)

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

    • finally dare to leave the eighties
    • 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
    • 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
    • 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 ❉  Innovative product and marketing design creates new markets, instead of reaching old markets
    • 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
Francisco]

 extend the product with a service for to the consumer
    • 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
of
your
sleep
cycle]

 don’t think computer, think human ware
    • #2 Extend your definition of Design
    • [
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
    • not product, but user experience
    • [
The
Gdiapers:
Washable,
compostable,
disposable,
non‐chlorine,
 
plas,c‐free,
cradle‐to‐cradle
diapers
]

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

 think cross-industry
    • 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
it
comes
to
make‐up
]

 include consumers’ skills
    • #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 consuming
    • [
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
    • [
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
grip’,
and
reduce
chance
on
injury]

 Do exactly the opposite as you did before
    • #7 Let the product tell the story
    • [
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
    • [
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
en,re
product
lifecycle
of
their
clothes]
 Make the total product story transparent
    • [
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,ng
appeared
live
on
a
big
screen]
 Open the production process for people to observe
    • [
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
    • #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

 the
buNons
to
control,

it
created
the
perfect
 day‐to‐day
camera.

]

 Sacrifice features
    • #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

 in
the
guitar
design
]

 ]

 Show the inside technology
    • [
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 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?
    • 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 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