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Marketing innovation, Kiev, Ukraine
 

Marketing innovation, Kiev, Ukraine

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This is a Keynote presentation on marketing innovation I did in Kiev on October the 1st, 2010. ...

This is a Keynote presentation on marketing innovation I did in Kiev on October the 1st, 2010.

It's based on 'A Useful Guide to the Brand Utility', but the cases are approached from a different perspective: innovation.

The key message is that innovation is not just about new products, it's about new solutions.

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    Marketing innovation, Kiev, Ukraine Marketing innovation, Kiev, Ukraine Presentation Transcript

    • FUTURELAB marketing innovation ingmar de lange / futurelab
    • FUTURELAB part 1. introduction
    • 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
    • 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
    • FUTURELAB
    • FUTURELAB there is no box this talk is about marketing innovation. the essence: there is no box.
    • FUTURELAB part 2. why this is
    • FUTURELAB innovation is not just about new products. it is everywhere.
    • FUTURELAB PR ESS ICE OC PR PRODUCT PROMOTION PEO CE PLE PLA marketing is not just about new promotions. innovation is the promotion.
    • marketing has become a xed set of systems. a factory. means became an end. the essence went to the background.
    • FUTURELAB marketing is simply about: what can I do for you? in every way I can.
    • FUTURELAB Source: Mohan Sawhney, ©2002
    • FUTURELAB nike+ is a platform that gives running a new dimension.
    • FUTURELAB at teaches you how to drive fuel efficiently by improving your driving style.
    • FUTURELAB amazon uses its advertising budget to offer a free delivery service.
    • FUTURELAB bestbuy uses twitter to offer a personal marketing service to a large audience
    • FUTURELAB nokia is connecting people by providing silent environments to make phone calls.
    • FUTURELAB virgin atlantic makes it easier to share a cab, which will improve your whole travel experience.
    • FUTURELAB it’s marketing as a service. these approaches have two things in common. it’s useful it’s a promotion
    • FUTURELAB part 3. why this happens
    • 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.
    • 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.
    • FUTURELAB digital is everything.
    • FUTURELAB there’s too much advertising and it will become less effective.
    • 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.
    • FUTURELAB zipcar: use your phone to book, nd and open your rental car.
    • FUTURELAB rabobank initiated a social payments service with hyves, holland’s largest social network.
    • everything is a service provider. everything is a message. it all blends together.
    • FUTURELAB part 4. how to do it
    • two departments should be integrated business development marketing
    • customer approach systems approach it’s about a customer centric strategy how can we make the customer’s need central to everything?
    • FUTURELAB tesco shows you which supermarket has the lowest prices. even ‘we are cheap’ can be turned into a service.
    • FUTURELAB nutricia introduced an airport diaper changing lounge to care for your baby.
    • FUTURELAB hp teaches you how to use computers and software (from many different brands).
    • problem information alternative purchase post- purchase usage recognition search evaluation decision purchase customer journey how can eye-catching services improve the customer journey? 35
    • FUTURELAB amazon shows you that a book is cheaper at amazon when you are about to buy one in a book store.
    • albert heijn helps you to manage your shopping list.
    • FUTURELAB gap will give you your money back if prices drop.
    • FUTURELAB part 5. important things
    • FUTURELAB start with an insight, not with an idea.
    • FUTURELAB hi charges your phone battery at music festivals. a strong insight, since phone charging became an indispensable part of overnight music festivals.
    • 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
    • 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
    • FUTURELAB charmin makes it easier to nd free, clean public restrooms. this ts the low involvement category of a toilet paper brand.
    • FUTURELAB nationwide lets you manage all the paperwork on the spot after you had an accident. this nicely reduces the irritation associated with insurances.
    • 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.
    • FUTURELAB part 6. roundup
    • FUTURELAB be useful
    • FUTURELAB there is no box
    • FUTURELAB thank you! ingmar de lange idl@futurelab.net