Marketing Innovation

Marketing Innovation Small budgets, big impact. Marketing Event Börse, Düsseldorf 17.09.2007

The future is here. It‘s just not widely distributed yet. William Gibson Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Since 1997 CScout reports directly from the global Hot-Spots keeping your fingers on the pulse. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

CScout is translating new market developments into new proﬁt opportunities. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

We are Screening & Monitoring Trends from early signals to radical innovations. High Climax: Mass Market Early Adoptors: Impact Trend-Setters Followers: Fast & Late Followers Innovators: Lead Users Retro Trends Low Low High Duration Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

What we do... Trend Management System Executive Trend Tours TrendPool - Database Trend Reports Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Impact is not created by big budgets, it is created by innovative marketing approaches. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Changing Media Landscape + WE, THE MEDIA MANY-TO-MANY MY MEDIA HOT HOT Consumer control & engagement ONE-TO-ONE NICHE MEDIA Social Media ONE-TO-FEW WARM WARM Personal Media MAINSTREAM MEDIA ONE-TO-MANY FRESH Segmented Media FRESH COLD COLD Mass Media - Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Today software enables anybody to become an author, journalist or ﬁlm maker. Attention Economy - Self-representation ‣through avatars (online gaming), ‣voice (podcast) and ‣as actor (video) or ‣author (weblogs). Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Participatory culture - sharing and participating is spreading in the digital world. A Creative Class. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Watch joost and interact, chat, comment, rate or select your favorites. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Different possibilities to create a big effect with small budget: - „Word of mouth marketing“, is a highly valued marketing tool for advertisers. - The receiver of word-of-mouth referrals tends to believe that the communicator is speaking honestly. The receiver relies on the information - A very successful word-of- mouth promotion creates „buzz.“ Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

4 different rules to produce good word of mouth marketing: Be Interesting: Nobody talks about boring companies, boring products, boring ads. Smart idea: is always the key for a succesfull business Find a megaphone: via Blogs, Youtube, Forum, eMail, persons with a huge and heterogenous network Build trust through emotions and excellent service: people like to buy from companies or people that they know and trust -> relationship with customer Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Online Social Networks are used Marketing. Joga Bonito http://www.youtube.com/watch?v=H3q-gL9HN84 Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Club of Pioneers - BMW aims to gather individuals and institutions, who care about creating an earth-friendly future, on a new plattform. - every member has his own proﬁle, can write a blog, discuss in forums www.clubofpioneers.com Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Viral Videos are used for Marketing. http://www.vwfeatures.com/ http://www.youtube.com/watch?v=cv157ZIInUk Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Volvo The Volvo Car Corporation has built a mini-Volvo that takes care of very special transport requirements during the European Athletics Championships in Gothenburg. http://www.youtube.com/watch? v=pQXMQE3RX9Q Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Facebook - Initially built for college and university students in 2004 - With over 30 million members worldwide, Facebook is 7th most visited site in the United States and sees over 15 billion pageviews every month. - In May 2007, Facebook took a big step forward by opening the Facebook Platform, which allows developers to build third-party applications for use within Facebook’s user interface. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Gmail Accounts - Google did no spending in marketing. They created scarcity by giving out Gmail accounts only to a handful of users. their bidding for Gmail invites on eBay. - Demand was created by limited supply. - Gmail Invitations were even auctioned on Ebay. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Mini Guerilla The Antwerp Miniature City is a tourist attraction in Antwerp; it’s the tiny version of the city of Antwerp. Johan Van Oeckel, a freelance concept and art director, did some work to promote the mini city with a keen take on the concept: hit & run advertising, but in its tiniest form. The ﬁrst image is a miniature ‘publimobile’, or in other words: a 2. truck designed to drive around ads, something you see very often 1. (especially on busy shopping days). The second one is a miniature version of a typical street ad - a small billboard, very often with a city map on the back and placed on the sidewalk. The third one is a miniature version of a Vespasius ad, which are placed in public restrooms and in bars, restaurants etc. 3. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Axe Fantasy In order to promote the new site Axe Fantasy, Axe, the preferred body spray of the horny and vacuous, placed small denim skirts over mousepads in cyber cafes, complete with the Axe name and the address of the Web site. You have to stick your hand under the skirt in order to move the mouse around. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Schweppes Fountain Here’s a new ambient campaign for Schweppes. A whole lot of fountains in different European countries (Germany, Switzerland, Sweden, Norway, …) was dressed as a bottle of Schweppes, thus illustrating in real life the sparklingness of a Schweppes. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Artfields A German company named Artfield has been creating outdoor ads since the nineties, and they’re quite good at what they do. The designs are especially aimed for sky traffic and often cover very large fields. A good way to get the message through, if you can find a farmer who’s willing to give up his harvest in exchange for enough cash to make this happen. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Stop‘n Grow Great work for Stop n’ Grow, a solution against nail biting. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Fiat Ducato Maybe a supermarket is not the ideal place to ﬁnd the target for Ducato, the best- selling van from Fiat, but I think this guerrilla action has a great idea. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Overpoort Bowl Various „spherical objects“ transformed into bowling balls with stickers to promote bowling and poolbar Overpoort Bowl. (Found in Belgium) Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

World Water Day For World Water Day, more than 500 of these Green Belgium stickers were stuck in washbasins in cinemas, pubs, restaurants, public toilets, universities and stations in nine Belgian cities and in Mexico City (where the 2006 World Water Forum was held). Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Bergmann funeral services Come a little closer and you might need the funeral services from Bergmann. Seen in the Berlin subway. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Markerting CScout is helping Innovation you to keep is an essential ahead of time. Strategy. Viral Marketing Media is key to success. becomes human. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Let‘s get it started.... CScout thank you for listening CScout USA, Headquarters CScout Trendberatung GmbH Tumblingerstr 2 80337 München, Germany Monty Metzger Managing Director CScout Japan eMail: monty@cscout.com Tel:. +49 (0) 89 - 23 22 56 75 Private Blog: www.monty.de TrendBlog & Newsletter www.cscout.com CScout China Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

Marketing Innovation

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