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Point Seminar 2011 05-05

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Point Seminar 2011 05-05

  1. 1. The product is the new marketing. How utility based businessdevelopment is the only thing that count
  2. 2. Martin Deinoff:SVP Creuna+46 733 113 172martin.deinoff@creuna.setwitter.com/martindeinoff
  3. 3. We see- Comeback of TV- Growth of Online- Questions forPrint- Rise of Mobile
  4. 4. But is the channel important?Or the message?
  5. 5. If we talked topeoplelike advertising talkto people, wewould haveno friends
  6. 6. Interruption: 1% Fun 2 % Relevant 97% Crap100% Not asked for
  7. 7. YES! OR WE COULD PLAY SOME GOLF? YES! YEAH! YES GOLF!
  8. 8. POWER TOTHE PEOPLEIT IS THATSIMPLE
  9. 9. The new generation ofmarketing is all aboutunderstanding and respectingthe power of the user
  10. 10. The new generation ofmarketing is all aboutunderstanding and respectingthe power of the user
  11. 11. Users experience technologydemocratization which give themthe power over: TOOL S TI ME IO N M AT F O R MEDIAIN
  12. 12. TIME
  13. 13. TOOLS
  14. 14. INFORMATION
  15. 15. MEDIA
  16. 16. A SOLUTION?SURE, BUT IT’SNOT EASY
  17. 17. We need to deliver valuethrough our marketing.Or even easier:We need to deliver value.Period.
  18. 18. If the goal always is to helpour users,even when we don’tunderstand how we willbenefit from it,we will benefit from it.
  19. 19. Built the marketing in tothe product.Make it so good that youdon’t need bad marketing.
  20. 20. Without With
  21. 21. Without With
  22. 22. Without With
  23. 23. Best price, I promiseWithout With
  24. 24. Without With
  25. 25. Without With
  26. 26. Without With
  27. 27. Without With
  28. 28. The old modelis not working
  29. 29. ADDED VALUEYou needto add
  30. 30. PRODUCT+ ENHANCEMENT= BETTER PRODUCT
  31. 31. PRODUCT+ DIGITAL AUGMENTATION= BETTER PRODUCT
  32. 32. WE USE THISSIMPLEMODEL:
  33. 33. ProductService
  34. 34. Old Sch ool M ar ke tin gProductService
  35. 35. 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
  36. 36. 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
  37. 37. $20
  38. 38. $1$20
  39. 39. $0 .0 $1$20
  40. 40. 15 - 20 %moreexpens ive
  41. 41. Vague produc tPersonperson to
  42. 42. Cleare produc r tBetterreach
  43. 43. Produc self im t = + agespreadthe ingmessa ge
  44. 44. ACME CARS Försprång genom att addera värde
  45. 45. What is theproduct?The car or thecar + service?
  46. 46. Thank you! Martin Deinoff +46 733 113 172 martin.deinoff@creuna.se twitter.commartindeinoff
  47. 47. Thank you! Martin Deinoff +46 733 113 172 martin.deinoff@creuna.se twitter.commartindeinoff

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