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Marketing
Innovation
Small budgets, big impact.



Marketing Event Börse, Düsseldorf
17.09.2007
GfM Special Media 3.0, August 2007   © 2007 CScout Trendberatung
The future is here.
                It‘s just not widely
             distributed yet.
                                   ...
Since 1997 CScout reports
directly from
   the global Hot-Spots
 keeping your fingers
              on the pulse.




 Mar...
CScout is translating
            new market developments
        into new profit opportunities.




Marketing Innovation: ...
We are Screening & Monitoring
                                                              Trends from
                  ...
How we work...




Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September ...
What we do...

Trend Management System                                              Executive Trend Tours                 ...
Impact is not created by
       big budgets, it is created
       by innovative
       marketing approaches.



Marketing ...
Product                                                         Marketing
                                        Innovati...
Changing Media Landscape

    +                                                                                           ...
Media becomes
       „Human“

Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17....
Today software enables anybody
to become an author, journalist
or film maker.
Attention Economy -
Self-representation
‣thro...
Participatory culture -
sharing and participating is
spreading in the digital world.

A
Creative Class.


Marketing Innova...
Personal Broadcasting
is used for Marketing.




 Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventb...
Users create value via Tagging.




 Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseld...
TV 2.0
                                                                                                              is ch...
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007   © 2007 CScou...
Users create their own TV-Ads.




 Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldo...
Watch joost
                                                                                                              ...
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007   © 2007 CScou...
Viral Marketing is very
powerful today.

 Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Dü...
Different possibilities to
create a big effect with
small budget:

- „Word of mouth marketing“, is
a highly valued marketi...
4 different rules to produce good
word of mouth marketing:

Be Interesting:
Nobody talks about boring companies,
boring pr...
Online Social Networks are used Marketing.




Joga Bonito
http://www.youtube.com/watch?v=H3q-gL9HN84

 Marketing Innovati...
Club of Pioneers

- BMW aims to gather
individuals
and institutions, who care about
creating an earth-friendly future,
on ...
Viral Videos are used for Marketing.




                                                                                 ...
VW Features




 Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 20...
Volvo

The Volvo Car Corporation has
built a mini-Volvo that takes care
of very special transport
requirements during the
...
Facebook

- Initially built for college and university
students in 2004

- With over 30 million members worldwide,
Faceboo...
Gmail Accounts

- Google did no spending in marketing.
They created scarcity by giving out Gmail
accounts only to a handfu...
Mini Guerilla

The Antwerp Miniature City is a tourist
attraction in Antwerp; it’s the tiny version of
the city of Antwerp...
Axe Fantasy

In order to promote the new site Axe
Fantasy, Axe, the preferred body spray of
the horny and vacuous, placed ...
Schweppes Fountain

Here’s a new ambient campaign for
Schweppes. A whole lot of fountains in
different European countries ...
Artfields

A German company named
Artfield has been creating
outdoor ads since the
nineties, and they’re quite
good at what ...
Stop‘n Grow

                                                                                                             ...
Fiat Ducato

Maybe a supermarket is not
the ideal place to find the
target for Ducato, the best-
selling van from Fiat, but...
Overpoort Bowl

Various „spherical objects“
transformed into bowling
balls with stickers to
promote bowling and
poolbar Ov...
World Water Day

For World Water Day, more
than 500 of these Green
Belgium stickers were stuck
in washbasins in cinemas,
p...
Bergmann funeral services


                                                                                              ...
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007   © 2007 CScou...
Marketing
                                                    Innovation
                            is created by
       ...
Markerting
                              CScout is helping
                                                               ...
Let‘s get it started....
CScout thank you for listening




                                 CScout USA, Headquarters
    ...
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Marketing Innovation

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Marketing Innovation - small budgets, BIG IMPACT.
Speech by Monty C. M. Metzger. http://blog.monty.de
Contact me at monty (at) aheadoftime (dot) de

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  1. 1. Marketing Innovation Small budgets, big impact. Marketing Event Börse, Düsseldorf 17.09.2007
  2. 2. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. How we work... Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung
  8. 8. 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
  9. 9. 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
  10. 10. Product Marketing Innovation Innovation Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung
  11. 11. 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
  12. 12. Media becomes „Human“ Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung
  13. 13. 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
  14. 14. 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
  15. 15. Personal Broadcasting is used for Marketing. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung
  16. 16. Users create value via Tagging. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung
  17. 17. TV 2.0 is changing the way you watch TV. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung
  18. 18. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung
  19. 19. Users create their own TV-Ads. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung
  20. 20. 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
  21. 21. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung
  22. 22. Viral Marketing is very powerful today. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. VW Features Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung
  42. 42. Marketing Innovation is created by Inspiration. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung
  43. 43. 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
  44. 44. 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

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