The New Marketing Agenda 2010

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Are the 4Ps dead? Not quite. But they start with the customers, and work in new ways ... inspiring, engaging, connecting and enabling people to do more.

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The New Marketing Agenda 2010

  1. 1. The New Marketing Agenda Peter Fisk theGeniusWorks.com
  2. 2. iPad 48 hours ago at the Yerba Buena Center San Francisco ... Center, theGeniusWorks.com
  3. 3. iPad ... Steve Jobs walked on stage to tell his latest story ... theGeniusWorks.com
  4. 4. iPad ... i t d i his “magical and revolutionary” new device ... introducing hi “ i l d l ti ” d i theGeniusWorks.com
  5. 5. iPad ... and then sitting down to try it, just like one of you would ... d th itti d t t it j t lik f ld theGeniusWorks.com
  6. 6. iPad ... h how it would change the way you could read and learn ... ld h th ld d dl theGeniusWorks.com
  7. 7. iPad ... and he hoped it might even make you life a little better ... dh h d i ht k lif littl b tt theGeniusWorks.com
  8. 8. Business to Customer theGeniusWorks.com
  9. 9. Everyone to Individual Rational to Emotional Function to Desire theGeniusWorks.com
  10. 10. theGeniusWorks.com
  11. 11. Marketing = Broadcast theGeniusWorks.com
  12. 12. Marketing = Broadcast theGeniusWorks.com
  13. 13. Customer broader view Business Business narrow narrow view view Business Customer Seeing things differently ... g g y theGeniusWorks.com
  14. 14. Trusted Relevant Different Convenient Responsible R ibl theGeniusWorks.com
  15. 15. 3000 “lead users” co-create customised products t t i d d t and recommend others 4.0 million worldwide users register their details enabling a personal dialogue and relationship 8.6 million worldwide users participate directly with Lego in their online community, but are not registered by name 20.4 million customers worldwide bought a Lego set in the past 12 months for their own or other active households theGeniusWorks.com
  16. 16. Simple Enabling Aspirational theGeniusWorks.com
  17. 17. Being green Simplicity Caring about our Easy and simplify world ... my life ... Before After Before After Dislike of greed Distrust in brands Happier with what Companies cant we have ... be trusted ... Before After Before After Being ethical More real Less caring about More wholesome, others ... less wasteful wasteful... Before After Before After Less frivolous In control More authentic Intelligent, promiscuous Experiences ... shoppers ... Before After Before After The new marketing agenda ... g g theGeniusWorks.com
  18. 18. Marketing = Engagement theGeniusWorks.com
  19. 19. Restart BUSINESS in times of crisis and change • West to East • Mass to Niche • Volume to Profit Crisis as opportunity • From Edison and Gates • Green • Women • Net orks Networks • To Aldi and Zopa Redefining markets • From Swatch and Apple • Purpose • Audience • Propositions • To Karla and Nokia Changing business models • From IBM and Skype yp • Partners • Channels • Services • To Air Asia and Current TV theGeniusWorks.com
  20. 20. theGeniusWorks.com
  21. 21. Restart BUSINESS in times of crisis and change • West to East • Mass to Niche • Volume to Profit Crisis as opportunity • From Edison and Gates • Green • Women • Net orks Networks • To Aldi and Zopa Redefining markets • From Swatch and Apple • Purpose • Audience • Propositions • To Karla and Nokia Changing business models • From IBM and Skype yp • Partners • Channels • Services • To Air Asia and Current TV theGeniusWorks.com
  22. 22. Product P d Price Promotion Place theGeniusWorks.com
  23. 23. Product P d Price Promotion Place theGeniusWorks.com
  24. 24. Product Price Promotion P i Place Brand Innovation Customer theGeniusWorks.com
  25. 25. Product Price Promotion P i Place Brand Innovation Customer theGeniusWorks.com
  26. 26. Product Price Promotion Place Pl Brand Innovation Customer theGeniusWorks.com
  27. 27. Product Enabling Price Participating p g Promotion Storytelling Place Pl Connecting C ti Brand Inspiring Innovation Collaborating Customer Personalising theGeniusWorks.com
  28. 28. Product Enabling Price Participating p g Promotion Storytelling Place Pl Connecting C ti Brand Inspiring Innovation Collaborating Customer Personalising theGeniusWorks.com
  29. 29. Product Enabling Price Participating p g Promotion Storytelling Place Pl Connecting C ti Brand Inspiring Innovation Collaborating Customer Personalising theGeniusWorks.com
  30. 30. Nike ID It’s all about you y Customers ... more personal, more relevant more purpose ... personal relevant, theGeniusWorks.com
  31. 31. Product Enabling Price Participating p g Promotion Storytelling Place Pl Connecting C ti Brand Inspiring Innovation Collaborating Customer Personalising theGeniusWorks.com
  32. 32. Lego g Co-creating g Innovation ... more creative, more collaborative, more useful ... creative collaborative theGeniusWorks.com
  33. 33. Product Enabling Price Participating p g Promotion Storytelling Place Pl Connecting C ti Brand Inspiring Innovation Collaborating Customer Personalising theGeniusWorks.com
  34. 34. Virgin Galactic g Inspiring dreams p g Brands ... more inspiring, more meaningful more aspirational ... inspiring meaningful, theGeniusWorks.com
  35. 35. Product Enabling Price Participating p g Promotion Storytelling Place Pl Connecting C i Brand Inspiring Innovation Collaborating Customer Personalising theGeniusWorks.com
  36. 36. Nintendo Wii You can do more Products ... more experiential, more holistic more enabling ... experiential holistic, theGeniusWorks.com
  37. 37. Product Enabling Price Participating p g Promotion Storytelling Place Pl Connecting C ti Brand Inspiring Innovation Collaborating Customer Personalising theGeniusWorks.com
  38. 38. Threadless Threadless Being part of it Being p g part of it Price ... more contextual more value based more participative ... contextual, value-based, theGeniusWorks.com
  39. 39. Product Enabling Price Participating p g Promotion Storytelling Place Pl Connecting C ti Brand Inspiring Innovation Collaborating Customer Personalising theGeniusWorks.com
  40. 40. Obama Campaign p g Engaging p p g g g people Promotion ... More storytelling, more advocacy more trusted ... storytelling advocacy, theGeniusWorks.com
  41. 41. Product Enabling Price Participating p g Promotion Storytelling Place Pl Connecting C ti Brand Inspiring Innovation Collaborating Customer Personalising theGeniusWorks.com
  42. 42. Zipcars p Wherever you are y Place ... more networked, more mobile more convenient ... networked mobile, theGeniusWorks.com
  43. 43. theGeniusWorks.com
  44. 44. Marketing is about inspiring and engaging, connecting and enabling people to do more theGeniusWorks.com
  45. 45. theGeniusWorks.com theGeniusWorks com theGeniusWorks.com
  46. 46. Peter Fisk is a best-selling author and inspirational speaker, an advisor to leading companies around the world and an experienced business leader. He was recently described by Business Strategy Review as “one of the best new one business thinkers.” His new book Customer Genius provokes you to rethink how to do business - from the outside in – and how customer –centric thinking is the best route to p profitable g growth, p , particularly at times of fundamental change. y g He is also author of the best-selling Marketing Genius which explores the left and right-brain approaches to competitive success, and has been translated into more than 28 languages. Customer Genius the challenge of doing business on customers terms, when, where and how they want, and People Planet Profit y p which explains how to grow your business, whilst doing good ethically, socially and for the environment. Peter is CEO of the Genius Works, a strategic innovation business that works with senior management to “see things differently” – to develop and implement more inspired strategies for customers, innovation and marketing. The Genius Lab is a accelerated innovation consulting process , Zoom Ventures bring together business investors and social entrepreneurs, and The Fast Track combines leading edge learning with fast practical solutions for implementation. He was the transforming CEO of the Chartered Institute of Marketing, the world’s largest marketing organisation. He led the strategic marketing consulting team of PA Consulting Group where he advised business leaders in every different sector, and many parts of the world, was managing director of specialist measurement firm Brand Finance, and partner of The Foundation. He has worked with companies large and small, public and private sectors. His clients include American Express and Coca Cola, Lastminute.com and Marks & Spencer, Microsoft and O2, Orange and Red Bull, Shell and Virgin, Vodafone and Volkswagen. He encourages leaders to take new perspectives, to learn from new places, to think and act differently and deliver extraordinary results places differently, results. peterfisk@peterfisk.com www.theGeniusWorks.com . theGeniusWorks.com

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