eMarketing 2010 Conference, frog design

Adam Richardson Innovation X: www.innovationxbook.com eMarketing Conference 2010 Twitter: @richardsona April 23, 2010 Blog: www.frogdesign.com/amphibious April 23, 2010

We are a global innovation firm. 480 people / 32 nationalities / 40 years of experience We help the world’s leading companies create and bring to market meaningful products, services, and experiences that improve people’s lives. Our multidisciplinary process reveals valuable consumer and market insights and delivers lasting, humanizing solutions across multiple technologies, platforms, and media. Company overview April 23, 2010 2

April 23, 2010

@frogdesign 50,000 @Amazon 20,000 @Nike Plus 6,000 @Coca Cola 21,000 April 23, 2010 4

“Why do you keep Barbies in your dishwasher?” April 23, 2010 5

In today’s disruptive environment, really understanding customers must be job one April 23, 2010 6

But there’s a problem. Three problems, actually. April 23, 2010 7

Customers are getting more demanding April 23, 2010 8

Customers aren’t fitting into segments April 23, 2010 9

“Our traditional research told us that there was a total available world market of about two million units for a $499 phone; we sold over two million units in the UK alone.” “If you want to be a leading company, you have to create the products that create your destiny.” - Geoffrey Frost, former CMO, Motorola Customers are getting less predictable April 23, 2010 12

“A single story from one disgruntled customer may be worth more than reams of market research data simply because, while the latter may identify a problem, it is the former that can suggest the solution.” - Henry Mintzberg April 23, 2010

Deep customer insight is required to uncover the new opportunities April 23, 2010 14

Customer Research Trends Competitive Research Logical But Company Legacy Comparative Research Unexpected Insights Technology Brand Retail April 23, 2010 15

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April 23, 2010

Complexity April 23, 2010

Old TV’s: how big? April 23, 2010 19

Today the choices are more complex April 23, 2010 20

Customers are more confused April 23, 2010 21

“For HD and Blue Ray DVD HDMI audio I do not understand if any post-processing is done on the 5.1 Lossless PCM channels from these players. Will DD PLIIx or THX 7.1 apply to these? What are the limitations? If I have a 1080P video stream going through the unit with HDMI to my display device, how does the OSD and Set up menu display?” Customers seek help wherever they can April 23, 2010 22

In a complex world, it is the job of the marketer to listen to, educate and support the customer at all points April 23, 2010 23

The Typical Car Experience April 23, 2010

The MINI Convergent Ecosystem Retail Lifestyle Web April 23, 2010 25

PRODUCTS Hardware, software, services INTERACTIONS Web, blogs, social networks, Twitter, forums, email… MESSAGES Brand, advertising, collateral, packaging… SETTINGS Retail, events… Everything is connected. April 23, 2010 26

PRODUCTS Hardware, software, services INTERACTIONS Web, blogs, social networks, Twitter, forums, email… MESSAGES Brand, advertising, collateral, packaging… SETTINGS Retail, events… All touchpoints must be integrated. April 23, 2010 27

This means two things. April 23, 2010 28

Company Partners R&D Marketing Exec Retail ODM PRODUCTS Hardware, software, services Eng. Sales Strategy SW Dev Advert. INTERACTIONS Web, blogs, social networks, Twitter, forums, email, cust svc… Design Web MESSAGES Brand, advertising, Manuf. collateral, packaging… Brand SETTINGS Retail, events… SW Dev. One: eMarketing must be connected with everything else. April 23, 2010 29

Two: eMarketing must be at least 50% listening. April 23, 2010 30

Corporations = People April 23, 2010 31

Be curious Be humble Be genuine April 23, 2010 32

Innovation X: http://www.innovationxbook.com Twitter: @richardsona Blog: http://www.frogdesign.com/amphibious April 23, 2010 33

eMarketing 2010 Conference, frog design

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