The document discusses building marketing into products and services by enhancing them with digital features and services. This helps create better products and services that don't require traditional interruption marketing. The new approach focuses on understanding and respecting users by adding value and quality without unnecessary interruptions. Marketers are advised to make products and services so great that additional marketing is not needed.

1. Building
marketing
into your
product

3. Karin: Martin:
+46 733 113 042 +46 733 113 172
karin@creuna.se martin.deinoff@creuna.se
twitter.com/karineng twitter.com/martindeinoff

5. We see
- Comeback of TV
- Growth of Online
- Questions for Print
- Rise of Mobile

6. But is the channel
important?
Or the message?

7. If we talked to people
like advertising talk
to people, we
would have
no friends

8. Interruption:
1% Fun
2 % Relevant
97% Crap
100% Not asked for

10. OR WE COULD PLAY
SOME GOLF?
YES!
YES!
YEAH!
YES!
YES GOLF!

12. The new generation of
marketing is all about
understanding and
respecting the power
of the users

13. The new generation of
marketing is all about
understanding and
respecting the power
of the users

15. Without With

16. Best
price, I
promise
Without With

18. Without With

19. Without With

21. Without With

22. Without With

23. The old model
is not working

24. ADDED
VALUE
You need to
add value

25. In a world of total
transparency...
that is damn
efficient...
and where
consumers have
a constant dialogue...

26. it is better to be good
than to try to convince
people that you are
good

27. You need to build
marketing into the
product or service.
Make the product or
service so great that
you don’t need
interruption marketing.

28. WE USE
THIS
SIMPLE
MODEL:

30. Product
Service

31. Old Sch
ool
M
ar
ke
tin
g
Product
Service

32. Old Sch
ool
M
ar
ke
tin
g
A dd i ng
di
g
i ta
e u
l
Val
Product
Plat t
Service
f or m

33. Old Sch
ool
M
ar
Social Netw
ke
tin
g
or
A dd i ng
di
ks
g
i ta
e u
l
Val
Product
Plat t
Service
f or m

34. PRODUCT
+ ENHANCEMENT
= BETTER PRODUCT

35. PRODUCT
+ DIGITAL AUGMENTATION
= BETTER PRODUCT

42. $20

43. $1
$20

44. $0
.0
$1
$20

52. 15 - 20
%
more
expens
ive

62. Vague
produc
t
Person
person to

63. Cleare
produc r
t
Better
reach

64. Produc
self im t=
spread age +
the ing
messa
ge

65. Time to
work people
Let’s try this
model

67. 15 minutes
Work in pairs
Share results

68. Time is out
Who would like
to share their
thoughts?

69. This is what
we came up
with:

71. Volvo V70 2.4. 2008.
ABC 123 Edit
Calculate residuals

72. Volvo V70 2.4. 2008. Fuel consumption
ABC 123 Edit
Calculate residuals Zoom Eco driving

73. Volvo V70 2.4. 2008. Fuel consumption Next Service
ABC 123 Edit
Due in two months.
Your dealer has an
open slot this tuesday.
Book now
View dates
Calculate residuals Zoom Eco driving

74. Volvo V70 2.4. 2008. Fuel consumption Next Service
ABC 123 Edit
Due in two months.
Your dealer has an
open slot this tuesday.
Book now
View dates Book now
Calculate residuals Zoom Eco driving

75. Volvo V70 2.4. 2008. Fuel consumption Next Service
ABC 123 Edit
Due in two months.
Your dealer has an
open slot this tuesday.
Book now
View dates Book now
Calculate 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

76. Volvo V70 2.4. 2008. Fuel consumption Next Service
ABC 123 Edit
Due in two months.
Your dealer has an
open slot this tuesday.
Book now
View dates
Calculate residuals Zoom Eco driving

77. Service history
ZC V70 2.4. 2008. // VolvoFuel consumption
Volvo
42 564 V70 2.4. 2008 Next Service
ABC 123 Edit
VIN: YV1BW64528175563341 Due in two months.
Your dealer has an
open slot this tuesday.
Book now
15 Dec 2009 // 42,322 km View dates
Calculate residuals Zoom Eco driving
Fan belt changed by John Jensen.
See receipt
15 Dec. 2009 // 42,322 km
Oil service by Anders Østergaard
See receipt
2. Mar. 2009 // 38,789 km
Bodywork by Mads Jensen
See receipt. See insurance claim.
3. Jan 2009 // 31.314 km
Regular service, 30.000 km by Anders
Østergaard. See receipt
13. Oct 2008 // 26.800 km
Change of ownership. See details

78. Rate your dealership
Fuel consumption
Volvo V70 2.4. 2008. Next Service
Are you completely satisfied with your Volvo
ABC 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 dates
Calculate 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

79. Volvo V70 2.4. 2008. Fuel consumption Next Service
ABC 123 Edit
Due in two months.
Your dealer has an
open slot this tuesday.
Book now
View dates
Calculate residuals Zoom Eco driving

80. 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

81. Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo us anything?
Want to ask Cars
ABC 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 dates
Calculate residuals Zoom Eco driving
SEND

82. 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
How to check fluid level in your car

83. 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
How to check fluid level in your car

84. 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
How 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

85. 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 driving
How 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>

86. 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
How 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

87. 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
How 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
Owner to owner
4 x 17” ‘R’ alloys. Will fit
YOUR car. DKK 1.500,-
Northern Jutland.
Contact seller.
See more used parts for
YOUR car

88. 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
How 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
Owner to owner
4 x 17” ‘R’ alloys. Will fit
YOUR car. DKK 1.500,-
Northern Jutland.
Contact seller.
See more used parts for
YOUR car

89. 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 already
Owner to owner
4 x 17” ‘R’ alloys. Will fit
YOUR car. DKK 1.500,-
Northern Jutland.
Contact seller.
See more used parts for
YOUR car

90. 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
How 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
Owner to owner
4 x 17” ‘R’ alloys. Will fit
YOUR car. DKK 1.500,-
Northern Jutland.
Contact seller.
See more used parts for
YOUR car

91. 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
How 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
Owner to owner Your holiday Volvo
4 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 for
YOUR car

94. What is the
product?
The car or the
car + service?

95. Thank you!
Martin Deinoff
martin.deinoff@creuna.se
twitter.commartindeinoff
Karin Engström
karin@creuna.se
twitter.comkarineng