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Marketing Innovation, Kiev, Ukraine

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Marketing Innovation, Kiev, Ukraine

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  1. FUTURELAB marketing innovation ingmar de lange / futurelab

  2. FUTURELAB part 1. introduction

  3. FUTURELAB futurelab marketing strategy consultants that drive proft through customer centricity & innovation. Amsterdam Athens Berlin Brussels Bucharest Chicago Hamburg Helsinki Iasi Kiev London Melbourne Miami Milton Keynes Moscow Prague Shanghai The Hague Valencia

  4. FUTURELAB International publications & thought leadership Strong allies for implementation & measurement support 30+ world-class associates acting as “one global team” In-house desk research and trend analysis resources • Remarkable practice research • Social Media Analysis • Presentation Development • Innovation Studies • Trend Analysis • General Desk Research • • 75K regular blog readers +100,000 readers of presentations & papers regular speaking & media appearances on a mission to change the marketing profession • •

  5. FUTURELAB

  6. FUTURELAB there is no box this talk is about marketing innovation. the essence: there is no box.

  7. FUTURELAB part 2. why this is

  8. FUTURELAB innovation is not just about new products. it is everywhere.

  9. FUTURELAB PRICE PROCESS PROMOTION PRODUCT PEOPLE PLACE marketing is not just about new promotions. innovation is the promotion.

  10. marketing has become a fxed set of systems. a factory. means became an end. the essence went to the background.

  11. FUTURELAB marketing is simply about: what can I do for you? in every way I can.

  12. FUTURELAB Source: Mohan Sawhney, ©2002

  13. FUTURELAB nike+ is a platform that gives running a new dimension.

  14. FUTURELAB fat teaches you how to drive fuel efficiently by improving your driving style.

  15. FUTURELAB amazon uses its advertising budget to offer a free delivery service.

  16. FUTURELAB bestbuy uses twitter to offer a personal marketing service to a large audience

  17. FUTURELAB nokia is connecting people by providing silent environments to make phone calls.

  18. FUTURELAB virgin atlantic makes it easier to share a cab, which will improve your whole travel experience.

  19. FUTURELAB it’s marketing as a service. these approaches have two things in common. it’s useful it’s a promotion

  20. FUTURELAB part 3. why this happens

  21. FUTURELAB online products and service can now be reproduced at almost zero costs. just like a communication message. the digital age transforms them into a new mass medium.

  22. FUTURELAB domino’spizza shows you the realtime status of your pizza, from order to delivery. this service was a popular viral, and thus also became a message.

  23. FUTURELAB digital is everything.

  24. FUTURELAB there’s too much advertising and it will become less effective.

  25. thanks to mobile and social media brands can now be 24/7 present in the daily lives of consumers. if they can add value on a 24/7 basis.

  26. FUTURELAB zipcar: use your phone to book, fnd and open your rental car.

  27. FUTURELAB rabobank initiated a social payments service with hyves, holland’s largest social network.

  28. everything is a service provider. everything is a message. it all blends together.

  29. FUTURELAB part 4. how to do it

  30. two departments should be integrated business development marketing

  31. customer approach systems approach it’s about a customer centric strategy how can we make the customer’s need central to everything?

  32. FUTURELAB tesco shows you which supermarket has the lowest prices. even ‘we are cheap’ can be turned into a service.

  33. FUTURELAB nutricia introduced an airport diaper changing lounge to care for your baby.

  34. FUTURELAB hpteaches you how to use computers and software (from many different brands).

  35. information search alternative evaluation purchase decision post- purchase problem recognition purchase usage customer journey how can eye-catching services improve the customer journey? 35

  36. FUTURELAB amazon shows you that a book is cheaper at amazon when you are about to buy one in a book store.

  37. albert heijn helps you to manage your shopping list.

  38. FUTURELAB gap will give you your money back if prices drop.

  39. FUTURELAB part 5. important things

  40. FUTURELAB start with an insight, not with an idea.

  41. FUTURELAB hicharges your phone battery at music festivals. a strong insight, since phone charging became an indispensable part of overnight music festivals.

  42. FUTURELAB don’t use demographics when you think about an innovation. use an activity. it’s not about who your consumers are. it’s about what they do. running nike nike+ reading amazon free delivery communicating nokia silence booth driving fat ecodrive

  43. FUTURELAB what’s important, is that there’s a ft between your innovation and your brand. Frustration Brand can make things simpler Aspiration Brands can inspire high involvement Sports Nike+ Assurance Nationwide Mobile Irritation Brands can make things easier Fun Brands make things more fun low involvement Toilet paper Charmin Sit or Squad Beer Wieckse Sun Radar original model: rossiter & percy negative motivation positive motivation

  44. FUTURELAB charmin makes it easier to fnd free, clean public restrooms. this fts the low involvement category of a toilet paper brand.

  45. FUTURELAB nationwidelets you manage all the paperwork on the spot after you had an accident. this nicely reduces the irritation associated with insurances.

  46. FUTURELAB this is a process. not a product. fnd a unmet need. develop a solution and go beta fast. then adjust it. and adjust it again. let it grow organically. when it’s ready, communicate it.

  47. FUTURELAB part 6. roundup

  48. FUTURELAB be useful

  49. FUTURELAB there is no box

  50. FUTURELAB thank you! ingmar de lange idl@futurelab.net

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