”Because companies can nowinteract directly with customers, theymust radically reorganize to putcultivating relationships ahead ofbuilding brands.” – Roland T. Rust, Christine Moorman, and Gaurav Bhalla in Rethinking Marketing / Harvard Business Review
"I believe advertising is the tax youpay for being unremarkable.” - Robert Stephens, the founder of GeekSquad
“Innovation has transformed into cutebunny everybody loves.” - Alf Rehn, Professor Åbo Akademi
Everybody Can Innovate –Break The Old To Create New:Traditional RestaurantYou step in to restaurantYou meet waiterYou get a tableYou see the menuYour choose the serving and order itChef prepares the foodWaiter brings the food serving to tableYou eat the food and pay for it to waiter / cashierYou leave after eating (and paying)
New Campaign Model Is About WhenContinuous Customer Cultivation
New Marketing - Why WhyWhy = to create stronger bond with customers in order to grow and improve efficiency Consumer life-time value
Consumer Life Time Value WhyCustomers / consumers are the most valuable brand assetsBrands focus too much on new consumers in expense ofcurrent consumersYou are not in charge anymore. They are more important toyou than you are to them.
New Marketing - Who WhoWho = everybody, especially marketing & sales How to do this tomorrow?
What = Social Brand Driven NewMarketing ProcessMatkapaikka Producer developscontentActivities based on tailor madepropositionHouse Rules in usePlanning starts with touch points anddeveloping social objectsMany interest related sites driverelationship
When = Touch Point BasedContinuous Campaign PlanningScripted launch plan on weekly basisPartner generated contentUser generated content, both direct and linked (e.g. Travelpedia)Social networking (Facebook) drive sharingBranding by selling