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The Conversation Starts From Within
USP
 
Where’s the Unique Selling Proposition?
ESP
Advertising impact suffering from years of far-fetched promises and exaggerations
It’s increasingly difficult to compensate average, undifferentiated products through remarkable communication
The conversation has to be built into or around the product
Product/service eco advertising advertising
Product/service innovation eco design useful marketing digital technology co-creation advertising advertising
Leading in … digital technology innovation eco co-creation design useful marketing
Leading in innovation ,[object Object],[object Object]
 
Advertising : R&D Ratio ,[object Object],[object Object],[object Object],[object Object]
“ 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’”
The actual product experience increasingly becomes the centre of conversation vs.
Remarkable  products use advertising as a  window display Unremarkable  products use advertising as a  smokescreen
The more distinctive the offering, the more transparent the communication
The more distinctive the offering, the more transparent the communication
Leading in … digital technology innovation eco co-creation design useful marketing
A new generation of brands built around remarkable new services
 
“ 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
Digital technology is transforming the interfaces between products & users ,[object Object],[object Object],[object Object],[object Object]
Airline industry  – digital technology is changing every step of the journey
Food  delivery category  – digital technology is changing the ordering and delivery process
Banking industry  –  digital technology is changing the accessibility, availability and flexibility of their services
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
Newspaper industry  - digital technology is changing newspapers from paper channel into multimedia product
Leading in … digital technology innovation eco co-creation design useful marketing
[object Object],[object Object]
Greenwashing or Green Sheen ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Leading in … digital technology innovation eco co-creation design useful marketing
[object Object],[object Object]
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%.
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.
 
Turning products into collector items
Leading in … digital technology innovation eco co-creation design useful marketing
Increasing involvement from individuals in innovation process ,[object Object],[object Object],[object Object],Ronald Coase, Nobel Prize winner
Crowdsourcing business model – product creation equals marketing
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
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
Tcho – Chocolate 2.0 Continuous flavour development based on customer feedback
Leading in … digital technology innovation eco co-creation design useful marketing
What if marketing was less about useless messaging …
… and more about useful services & solutions?
core product or service extended or related services Exploring useful marketing
Advise/guide people… HSBC - The Property Panel Nokia Music Recommenders Blackberry - B-List Top Shop - Style Advisor & Concierge Service
Help people to enjoy or use your product… Apple retail store Bugaboo - Daytrips Nokia - Silence Booth B&Q – DIY book HP – Online Classes
[object Object],[object Object],The benefits of useful marketing
Impact of global recession ,[object Object],[object Object]
So what does this all mean for marketing folks?
[object Object],Moving away from a sequential approach to R&D and mkt/comms…
[object Object],[object Object],[object Object],… towards a more synchronised and collaborative approach
And what about agency folks?
Changing the agency model
Tom Himpe www.fckie.com [email_address]

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The Conversation Starts From Within

  • 2. USP
  • 3.  
  • 4. Where’s the Unique Selling Proposition?
  • 5. ESP
  • 6. Advertising impact suffering from years of far-fetched promises and exaggerations
  • 7. It’s increasingly difficult to compensate average, undifferentiated products through remarkable communication
  • 8. The conversation has to be built into or around the product
  • 10. Product/service innovation eco design useful marketing digital technology co-creation advertising advertising
  • 11. Leading in … digital technology innovation eco co-creation design useful marketing
  • 12.
  • 13.  
  • 14.
  • 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’”
  • 16. The actual product experience increasingly becomes the centre of conversation vs.
  • 17. Remarkable products use advertising as a window display Unremarkable products use advertising as a smokescreen
  • 18. The more distinctive the offering, the more transparent the communication
  • 19. The more distinctive the offering, the more transparent the communication
  • 20. Leading in … digital technology innovation eco co-creation design useful marketing
  • 21. A new generation of brands built around remarkable new services
  • 22.  
  • 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
  • 24.
  • 25. Airline industry – digital technology is changing every step of the journey
  • 26. Food delivery category – digital technology is changing the ordering and delivery process
  • 27. Banking industry – digital technology is changing the accessibility, availability and flexibility of their services
  • 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
  • 29. Newspaper industry - digital technology is changing newspapers from paper channel into multimedia product
  • 30. Leading in … digital technology innovation eco co-creation design useful marketing
  • 31.
  • 32.
  • 33.  
  • 34. Leading in … digital technology innovation eco co-creation design useful marketing
  • 35.
  • 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%.
  • 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.
  • 38.  
  • 39. Turning products into collector items
  • 40. Leading in … digital technology innovation eco co-creation design useful marketing
  • 41.
  • 42. Crowdsourcing business model – product creation equals marketing
  • 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
  • 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
  • 45. Tcho – Chocolate 2.0 Continuous flavour development based on customer feedback
  • 46. Leading in … digital technology innovation eco co-creation design useful marketing
  • 47. What if marketing was less about useless messaging …
  • 48. … and more about useful services & solutions?
  • 49. core product or service extended or related services Exploring useful marketing
  • 50. Advise/guide people… HSBC - The Property Panel Nokia Music Recommenders Blackberry - B-List Top Shop - Style Advisor & Concierge Service
  • 51. Help people to enjoy or use your product… Apple retail store Bugaboo - Daytrips Nokia - Silence Booth B&Q – DIY book HP – Online Classes
  • 52.
  • 53.
  • 54. So what does this all mean for marketing folks?
  • 55.
  • 56.
  • 57. And what about agency folks?
  • 59. Tom Himpe www.fckie.com [email_address]