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Buildingmarketing into your  product
Karin:    Martin:     +46 733 113 042   +46 733 113 172     karin@creuna.se   martin.deinoff@creuna.setwitter.com/karineng ...
We see- Comeback of TV- Growth of Online- Questions for Print- Rise of Mobile
But is the channel        important? Or the message?
If we talked to peoplelike advertising talkto people, wewould haveno friends
Interruption:            1% Fun     2 % Relevant         97% Crap100% Not asked for
OR WE COULD PLAY         SOME GOLF?YES!                          YES!                                        YEAH!        ...
The new generation of marketing is all about    understanding and respecting the power          of the users
The new generation of marketing is all about    understanding and respecting the power          of the users
Without   With
Best      price, I     promiseWithout          With
Without   With
Without   With
Without   With
Without   With
The old modelis not working
ADDED              VALUEYou need toadd value
In a world of totaltransparency...that is damnefficient...and whereconsumers havea constant dialogue...
it is better to be goodthan to try to convincepeople that you aregood
You need to buildmarketing into theproduct or service.Make the product orservice so great thatyou don’t needinterruption m...
WE USE THISSIMPLEMODEL:
ProductService
Old Sch          ool              M               ar                ke                  tin                     gProductSe...
Old Sch                    ool                        M                         ar                                        ...
Old Sch                    ool                        M                         ar    Social Netw                         ...
PRODUCT+ ENHANCEMENT= BETTER PRODUCT
PRODUCT+ DIGITAL AUGMENTATION= BETTER PRODUCT
$20
$1$20
$0    .0 $1$20
15 - 20         %moreexpens        ive
Vague produc        tPersonperson to
Cleare produc r        tBetterreach
Produc self im  t=spread   age +the     ingmessa       ge
Time towork peopleLet’s try thismodel
15 minutesWork in pairsShare results
Time is outWho would liketo share theirthoughts?
This is whatwe came upwith:
Volvo V70 2.4. 2008.ABC 123           EditCalculate residuals
Volvo V70 2.4. 2008.     Fuel consumptionABC 123           EditCalculate residuals       Zoom    Eco driving
Volvo V70 2.4. 2008.     Fuel consumption       Next ServiceABC 123           Edit                                        ...
Volvo V70 2.4. 2008.     Fuel consumption       Next ServiceABC 123           Edit                                        ...
Volvo V70 2.4. 2008.     Fuel consumption       Next ServiceABC 123           Edit                                        ...
Volvo V70 2.4. 2008.     Fuel consumption       Next ServiceABC 123           Edit                                        ...
Service historyZC V70 2.4. 2008. // VolvoFuel consumptionVolvo      42 564               V70 2.4. 2008     Next ServiceABC...
Rate your dealership                 Fuel consumptionVolvo V70 2.4. 2008.                  Next Service  Are you completel...
Volvo V70 2.4. 2008.     Fuel consumption       Next ServiceABC 123           Edit                                        ...
Volvo V70 2.4. 2008.     Fuel consumption       Next Service              Messages from Volvo CarsABC 123           Edit  ...
Volvo V70 2.4. 2008.     Fuel consumption       Next Service              Messages from Volvo us anything?                ...
Volvo V70 2.4. 2008.     Fuel consumption       Next Service              Messages from Volvo Cars ABC 123           Edit ...
Volvo V70 2.4. 2008.     Fuel consumption       Next Service              Messages from Volvo Cars ABC 123           Edit ...
Volvo V70 2.4. 2008.     Fuel consumption       Next Service              Messages from Volvo Cars ABC 123           Edit ...
Volvo V70 2.4. 2008.         Fuel consumption             Next Service               Messages from Volvo Cars ABC 123     ...
Volvo V70 2.4. 2008.     Fuel consumption       Next Service              Messages from Volvo Cars ABC 123           Edit ...
Volvo V70 2.4. 2008.         Fuel consumption       Next Service              Messages from Volvo Cars ABC 123            ...
Volvo V70 2.4. 2008.         Fuel consumption       Next Service              Messages from Volvo Cars ABC 123            ...
Volvo V70 2.4. 2008.         Fuel consumption             Next Service              Messages from Volvo Cars ABC 123      ...
Volvo V70 2.4. 2008.         Fuel consumption       Next Service              Messages from Volvo Cars ABC 123            ...
Volvo V70 2.4. 2008.         Fuel consumption       Next Service                   Messages from Volvo Cars ABC 123       ...
What is theproduct?The car or thecar + service?
Thank you!    Martin Deinoff    martin.deinoff@creuna.se    twitter.commartindeinoff    Karin Engström    karin@creuna.se ...
Creuna_Frukostseminarie_15_02_2011
Creuna_Frukostseminarie_15_02_2011
Creuna_Frukostseminarie_15_02_2011
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Creuna_Frukostseminarie_15_02_2011

  1. 1. Buildingmarketing into your product
  2. 2. Karin: Martin: +46 733 113 042 +46 733 113 172 karin@creuna.se martin.deinoff@creuna.setwitter.com/karineng twitter.com/martindeinoff
  3. 3. We see- Comeback of TV- Growth of Online- Questions for Print- Rise of Mobile
  4. 4. But is the channel important? Or the message?
  5. 5. If we talked to peoplelike advertising talkto people, wewould haveno friends
  6. 6. Interruption: 1% Fun 2 % Relevant 97% Crap100% Not asked for
  7. 7. OR WE COULD PLAY SOME GOLF?YES! YES! YEAH! YES! YES GOLF!
  8. 8. The new generation of marketing is all about understanding and respecting the power of the users
  9. 9. The new generation of marketing is all about understanding and respecting the power of the users
  10. 10. Without With
  11. 11. Best price, I promiseWithout With
  12. 12. Without With
  13. 13. Without With
  14. 14. Without With
  15. 15. Without With
  16. 16. The old modelis not working
  17. 17. ADDED VALUEYou need toadd value
  18. 18. In a world of totaltransparency...that is damnefficient...and whereconsumers havea constant dialogue...
  19. 19. it is better to be goodthan to try to convincepeople that you aregood
  20. 20. You need to buildmarketing into theproduct or service.Make the product orservice so great thatyou don’t needinterruption marketing.
  21. 21. WE USE THISSIMPLEMODEL:
  22. 22. ProductService
  23. 23. Old Sch ool M ar ke tin gProductService
  24. 24. Old Sch ool M ar ke tin g A dd i ng di g i ta e u lVal Product Plat t Service f or m
  25. 25. Old Sch ool M ar Social Netw ke tin g or A dd i ng di ks g i ta e u lVal Product Plat t Service f or m
  26. 26. PRODUCT+ ENHANCEMENT= BETTER PRODUCT
  27. 27. PRODUCT+ DIGITAL AUGMENTATION= BETTER PRODUCT
  28. 28. $20
  29. 29. $1$20
  30. 30. $0 .0 $1$20
  31. 31. 15 - 20 %moreexpens ive
  32. 32. Vague produc tPersonperson to
  33. 33. Cleare produc r tBetterreach
  34. 34. Produc self im t=spread age +the ingmessa ge
  35. 35. Time towork peopleLet’s try thismodel
  36. 36. 15 minutesWork in pairsShare results
  37. 37. Time is outWho would liketo share theirthoughts?
  38. 38. This is whatwe came upwith:
  39. 39. Volvo V70 2.4. 2008.ABC 123 EditCalculate residuals
  40. 40. Volvo V70 2.4. 2008. Fuel consumptionABC 123 EditCalculate residuals Zoom Eco driving
  41. 41. Volvo V70 2.4. 2008. Fuel consumption Next ServiceABC 123 Edit Due in two months. Your dealer has an open slot this tuesday. Book now View datesCalculate residuals Zoom Eco driving
  42. 42. Volvo V70 2.4. 2008. Fuel consumption Next ServiceABC 123 Edit Due in two months. Your dealer has an open slot this tuesday. Book now View dates Book nowCalculate residuals Zoom Eco driving
  43. 43. Volvo V70 2.4. 2008. Fuel consumption Next ServiceABC 123 Edit Due in two months. Your dealer has an open slot this tuesday. Book now View dates Book nowCalculate residuals Zoom Eco driving Thank you !! You have book service Date: 17th of November Dealer: Volvo Service Center Type of service: 60.000 km Estimated cost: kr. 4.500,- Show details Reschedule Remind me Transferee to GPS
  44. 44. Volvo V70 2.4. 2008. Fuel consumption Next ServiceABC 123 Edit Due in two months. Your dealer has an open slot this tuesday. Book now View datesCalculate residuals Zoom Eco driving
  45. 45. Service historyZC V70 2.4. 2008. // VolvoFuel consumptionVolvo 42 564 V70 2.4. 2008 Next ServiceABC 123 EditVIN: YV1BW64528175563341 Due in two months. Your dealer has an open slot this tuesday. Book now15 Dec 2009 // 42,322 km View datesCalculate residuals Zoom Eco drivingFan belt changed by John Jensen.See receipt15 Dec. 2009 // 42,322 kmOil service by Anders ØstergaardSee receipt2. Mar. 2009 // 38,789 kmBodywork by Mads JensenSee receipt. See insurance claim.3. Jan 2009 // 31.314 kmRegular service, 30.000 km by AndersØstergaard. See receipt13. Oct 2008 // 26.800 kmChange of ownership. See details
  46. 46. Rate your dealership Fuel consumptionVolvo V70 2.4. 2008. Next Service Are you completely satisfied with your VolvoABC 123 Edit dealership? Due in two months. Your dealer has an open slot this tuesday. Book now You have visited two Volvo dealerships within View datesCalculate residuals Zoom Eco driving the last 12 months. Please rate your experience. Volvo Greater Copenhagen, Copenhagen Ø Service Quality Jens Hansen & Søn, Volvo, Copenhagen S Service Quality RATE
  47. 47. Volvo V70 2.4. 2008. Fuel consumption Next ServiceABC 123 Edit Due in two months. Your dealer has an open slot this tuesday. Book now View datesCalculate residuals Zoom Eco driving
  48. 48. Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo CarsABC 123 Edit Due in two months. 1 June 2010 Your dealer has an C-pillar on your model needs additional rust prevention. open slot this tuesday. Read more. Book now 12 April 2010 Your model is NOT among those needing control of the cooler fan. Read more. View datesCalculate residuals Zoom Eco driving
  49. 49. Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo us anything? Want to ask CarsABC 123 Edit We will be happy to help you. Get in touch and we Due in two months. 1 June 2010 Your dealer has an C-pillar on will get right back to you !!rust prevention. your model needs additional open slot this tuesday. Read more. Book now How do I check fluid level in my 12 April 2010 car? Your model is NOT among those needing control of the cooler fan. Read more. View datesCalculate residuals Zoom Eco driving SEND
  50. 50. Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ABC 123 Edit Due in two months. 1 June 2010 Your dealer has an C-pillar on your model needs additional rust prevention. open slot this tuesday. Read more. Book now 12 April 2010 Your model is NOT among those needing control of the cooler fan. Read more. View dates Calculate residuals Zoom Eco drivingHow to check fluid level in your car
  51. 51. Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ABC 123 Edit Due in two months. 1 June 2010 Your dealer has an C-pillar on your model needs additional rust prevention. open slot this tuesday. Read more. Book now 12 April 2010 Your model is NOT among those needing control of the cooler fan. Read more. View dates Calculate residuals Zoom Eco drivingHow to check fluid level in your car
  52. 52. Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ABC 123 Edit Due in two months. 1 June 2010 Your dealer has an C-pillar on your model needs additional rust prevention. open slot this tuesday. Read more. Book now 12 April 2010 Your model is NOT among those needing control of the cooler fan. Read more. View dates Calculate residuals Zoom Eco drivingHow to check fluid level in your car Be safe Go to the Volvo Shop > Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more. Your Volvo Online price: DKK 2.375,- BUY NOW I have this already
  53. 53. Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ABC 123 Edit Due in two months. 1 June 2010 Your dealer has an C-pillar on your model needs additional rust prevention. My images See other Volvo V70 owners’ galleries open slot this tuesday. Read more. Book now 12 April 2010 Your model is NOT among those needing control of the cooler fan. Read more. View dates Calculate residuals Zoom Eco drivingHow to check fluid level in your car Be safe Go to the Volvo Shop > Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more. Your Volvo Online price: DKK 2.375,- BUY NOW I have this already <1 - 2 - 3 - 4>
  54. 54. Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ABC 123 Edit Due in two months. 1 June 2010 Your dealer has an C-pillar on your model needs additional rust prevention. open slot this tuesday. Read more. Book now 12 April 2010 Your model is NOT among those needing control of the cooler fan. Read more. View dates Calculate residuals Zoom Eco drivingHow to check fluid level in your car Be safe Go to the Volvo Shop > Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more. Your Volvo Online price: DKK 2.375,- BUY NOW I have this already
  55. 55. Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ABC 123 Edit Due in two months. 1 June 2010 Your dealer has an C-pillar on your model needs additional rust prevention. open slot this tuesday. Read more. Book now 12 April 2010 Your model is NOT among those needing control of the cooler fan. Read more. View dates Calculate residuals Zoom Eco drivingHow to check fluid level in your car Be safe Go to the Volvo Shop > Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more. Your Volvo Online price: DKK 2.375,- BUY NOW I have this alreadyOwner to owner4 x 17” ‘R’ alloys. Will fitYOUR car. DKK 1.500,-Northern Jutland.Contact seller.See more used parts forYOUR car
  56. 56. Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ABC 123 Edit Due in two months. 1 June 2010 Your dealer has an C-pillar on your model needs additional rust prevention. open slot this tuesday. Read more. Book now 12 April 2010 Your model is NOT among those needing control of the cooler fan. Read more. View dates Calculate residuals Zoom Eco drivingHow to check fluid level in your car Be safe Go to the Volvo Shop > Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more. Your Volvo Online price: DKK 2.375,- BUY NOW I have this alreadyOwner to owner4 x 17” ‘R’ alloys. Will fitYOUR car. DKK 1.500,-Northern Jutland.Contact seller.See more used parts forYOUR car
  57. 57. Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ABC 123 Edit Due in two months. 1 June 2010 Your dealer has an C-pillar on your model needs additional rust prevention. open slot this tuesday. Read more. Book now 12 April 2010 Your model is NOT among those needing control of the cooler fan. Read more. View dates Calculate residuals Zoom Eco driving Thank you for your order.How to check fluid level in your car Be safe Go to the Volvo Shop > Since your care is scheduled for service at Volvo Service Center at the 17th of Your son is almost 3 now - you November. Do you want us to mount your should upgrade his seat to the new rims then? 3-5 year model. Read more. Yes Your Volvo Online price: No, ship them to my home address DKK 2.375,- BUY NOW I have this alreadyOwner to owner4 x 17” ‘R’ alloys. Will fitYOUR car. DKK 1.500,-Northern Jutland.Contact seller.See more used parts forYOUR car
  58. 58. Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ABC 123 Edit Due in two months. 1 June 2010 Your dealer has an C-pillar on your model needs additional rust prevention. open slot this tuesday. Read more. Book now 12 April 2010 Your model is NOT among those needing control of the cooler fan. Read more. View dates Calculate residuals Zoom Eco drivingHow to check fluid level in your car Be safe Go to the Volvo Shop > Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more. Your Volvo Online price: DKK 2.375,- BUY NOW I have this alreadyOwner to owner4 x 17” ‘R’ alloys. Will fitYOUR car. DKK 1.500,-Northern Jutland.Contact seller.See more used parts forYOUR car
  59. 59. Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ABC 123 Edit Due in two months. 1 June 2010 Your dealer has an C-pillar on your model needs additional rust prevention. open slot this tuesday. Read more. Book now 12 April 2010 Your model is NOT among those needing control of the cooler fan. Read more. View dates Calculate residuals Zoom Eco drivingHow to check fluid level in your car Be safe Go to the Volvo Shop > Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more. Your Volvo Online price: DKK 2.375,- BUY NOW I have this alreadyOwner to owner Your holiday Volvo4 x 17” ‘R’ alloys. Will fit Your trip to Barcelona is coming up (TripIt)YOUR car. DKK 1.500,-Northern Jutland. Remember to bring your car key !!Contact seller.See more used parts forYOUR car
  60. 60. What is theproduct?The car or thecar + service?
  61. 61. Thank you! Martin Deinoff martin.deinoff@creuna.se twitter.commartindeinoff Karin Engström karin@creuna.se twitter.comkarineng

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