The Conversation Starts From Within

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The Conversation Starts From Within

  1. 1. The Conversation Starts From Within
  2. 2. USP
  3. 4. Where’s the Unique Selling Proposition?
  4. 5. ESP
  5. 6. Advertising impact suffering from years of far-fetched promises and exaggerations
  6. 7. It’s increasingly difficult to compensate average, undifferentiated products through remarkable communication
  7. 8. The conversation has to be built into or around the product
  8. 9. Product/service eco advertising advertising
  9. 10. Product/service innovation eco design useful marketing digital technology co-creation advertising advertising
  10. 11. Leading in … digital technology innovation eco co-creation design useful marketing
  11. 12. Leading in innovation <ul><li>Changing the dynamics and conventions of a category </li></ul><ul><li>Changing expectations and perceptions of a product or service </li></ul>
  12. 14. Advertising : R&D Ratio <ul><li>3:1 </li></ul><ul><li>1970 2:1 </li></ul><ul><li>1995 1.52:1 </li></ul><ul><li>2005 1.34:1 </li></ul>
  13. 15. “ Our mantra: innovate, innovate, innovate” “ The single most important thing is that we speed up our innovation machine, which means that we bring more highly appreciated products to the consumer so that they say, ‘ Wow , this is really something I would like to have’”
  14. 16. The actual product experience increasingly becomes the centre of conversation vs.
  15. 17. Remarkable products use advertising as a window display Unremarkable products use advertising as a smokescreen
  16. 18. The more distinctive the offering, the more transparent the communication
  17. 19. The more distinctive the offering, the more transparent the communication
  18. 20. Leading in … digital technology innovation eco co-creation design useful marketing
  19. 21. A new generation of brands built around remarkable new services
  20. 23. “ When it comes to digital technology, because there is a blur and overlap between the product and the experience, where the messaging ends and the product begins is very grey.” Rei Inamoto, AKQA
  21. 24. Digital technology is transforming the interfaces between products & users <ul><li>Airline industry – digital technology is changing every step of the journey </li></ul><ul><li>Food delivery category – digital technology is changing the ordering and delivery process </li></ul><ul><li>Banking industry – digital technology is changing the accessibility, availability and flexibility of their services </li></ul><ul><li>Newspaper industry - digital technology is changing newspapers from paper channel into multimedia product </li></ul>
  22. 25. Airline industry – digital technology is changing every step of the journey
  23. 26. Food delivery category – digital technology is changing the ordering and delivery process
  24. 27. Banking industry – digital technology is changing the accessibility, availability and flexibility of their services
  25. 28. European banks give customers sub-par online service experiences Source: Forrester’s 2007 European Bank Secure Web Site Ranking. Provisional scores Below minimum standards Meets or exceeds minimum standards 0 25 50 75 100
  26. 29. Newspaper industry - digital technology is changing newspapers from paper channel into multimedia product
  27. 30. Leading in … digital technology innovation eco co-creation design useful marketing
  28. 31. <ul><li>“ The single most important competitive advantage will be, as a country or company, the ability to outgreen your competition.” </li></ul><ul><li>Thomas Friedman </li></ul>
  29. 32. Greenwashing or Green Sheen <ul><li>Sin of the Hidden Trade-Off </li></ul><ul><li>Sin of No Proof </li></ul><ul><li>Sin of Vagueness </li></ul><ul><li>Sin of Irrelevance </li></ul><ul><li>Sin of Fibbing </li></ul><ul><li>Sin of Lesser of Two Evils </li></ul>
  30. 34. Leading in … digital technology innovation eco co-creation design useful marketing
  31. 35. <ul><li>“ At Sony, we assume that all products of our competitors have basically the same technology, price, performance, and features. Design is the only thing that differentiates one product from another in the marketplace.” </li></ul><ul><li>Nohra Ohga, ex-chariman of Sony </li></ul>
  32. 36. For the decade ending in December, 2004, the basket of 61 companies in the council's Design Index outperformed the Financial Times Stock Exchange 100 (FTSE100) stock index by more than 200%.
  33. 37. BA created the world's first totally flat airplane bed, drawing back business-class customers, pushing seat yield up 9% and stabilizing BA's rocky share price.
  34. 39. Turning products into collector items
  35. 40. Leading in … digital technology innovation eco co-creation design useful marketing
  36. 41. Increasing involvement from individuals in innovation process <ul><li>Making things requires collaboration </li></ul><ul><li>The Internet is radically lowering the cost of collaboration </li></ul><ul><li>Companies are losing their ‘raison d’etre’ </li></ul>Ronald Coase, Nobel Prize winner
  37. 42. Crowdsourcing business model – product creation equals marketing
  38. 43. Closed vs. open innovation Sources: Forrester – Innovation Networks, June 17, 2004 Closed Innovation Open Innovation Corporate ethos “ We can do it, we will do it” Best from anywhere Role of customers Passive recipients Active co-innovators Innovation success metrics Increased margins/revenues, reduced time-to-market, market share within existing market R&D ROI, breakthrough product or business models Role of R&D and operations Design, develop and market in-house inventions Optimize performance of owned assets through both in-house and external development; do enough R&D internally to recognize significant external R&D
  39. 44. P&G – Connect and Develop “ In 2000, we decided to stop being Fortress P.& G., and move to an open innovation system that could attract innovations of all stripes from the outside.” A G Lafley, CEO Procter & Gamble
  40. 45. Tcho – Chocolate 2.0 Continuous flavour development based on customer feedback
  41. 46. Leading in … digital technology innovation eco co-creation design useful marketing
  42. 47. What if marketing was less about useless messaging …
  43. 48. … and more about useful services & solutions?
  44. 49. core product or service extended or related services Exploring useful marketing
  45. 50. Advise/guide people… HSBC - The Property Panel Nokia Music Recommenders Blackberry - B-List Top Shop - Style Advisor & Concierge Service
  46. 51. Help people to enjoy or use your product… Apple retail store Bugaboo - Daytrips Nokia - Silence Booth B&Q – DIY book HP – Online Classes
  47. 52. <ul><li>Can become long-term property </li></ul><ul><li>Can become self-sustaining property </li></ul>The benefits of useful marketing
  48. 53. Impact of global recession <ul><li>In times of recession, it’s increasingly important to look at marketing as an investment , rather than a cost. </li></ul><ul><li>Marketing should be more than entertainment, but add actual value to the core offering , and as a result, to people’s lives. </li></ul>
  49. 54. So what does this all mean for marketing folks?
  50. 55. <ul><li>R&D Marketing Communication </li></ul>Moving away from a sequential approach to R&D and mkt/comms…
  51. 56. <ul><li>R&D </li></ul><ul><li>Marketing </li></ul><ul><li>Communication </li></ul>… towards a more synchronised and collaborative approach
  52. 57. And what about agency folks?
  53. 58. Changing the agency model
  54. 59. Tom Himpe www.fckie.com [email_address]

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