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marketing innovationingmar de lange / futurelab

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part 1.introduction

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Amsterdam Athens Berlin Brussels Bucharest Chicago Hamburg Helsinki Iasi Kiev London Melbourne Miami Milton Keynes Moscow Prague Shanghai The Hague Valencia

futurelabmarketing strategy consultants that drive pro!t throughcustomer centricity & innovation.

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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

Strong allies for implementation &

measurement support

International publications & thought

leadership

• 75K regular blog readers• +100,000 readers of

presentations & papers• regular speaking & media

appearances• on a mission to change

the marketing profession

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there is no box

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

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part 2.why this is

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

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marketing is not just about new promotions. innovation is the promotion.

PRODUCT

PEOPLE

PRICE

PLACE

PROCES

S

PROMOTION

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

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

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Source: Mohan Sawhney, ©2002

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

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!at teaches you how to drive fuel efficiently by improving your driving style.

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

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bestbuy uses twitter to offer a personal marketing service to a large audience

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

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

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it’s marketing as a service. these approaches have two things in common.

it’s useful

it’s a promotion

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part 3.why this happens

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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.

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

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digital is everything.

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

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.

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zipcar: use your phone to book, #nd and open your rental car.

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

everything is a service provider.everything is a message.

it all blends together.

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part 4.how to do it

two departments should be integrated

businessdevelopment

marketing

systems approach

customer approach

it’s about a customer centric strategyhow can we make the customer’s need central to everything?

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

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

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hp teaches you how to use computers and software (from many different brands).

customer journey

35

problem recognition

information search

alternative evaluation

purchase decision purchase post-

purchase usage

how can eye-catching services improve the customer journey?

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

albert heijn helps you to manage your shopping list.

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gap will give you your money back if prices drop.

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part 5.important things

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start with an insight, not with an idea.

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hi charges your phone battery at music festivals. a strong insight, since phone charging became an indispensable part of overnight music festivals.

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.

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running

reading

communicating

driving

nike

amazon

nokia

!at

nike+

free delivery

silence booth

ecodrive

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original model: rossiter & percy

what’s important, is that there’s a !t between your innovation and your brand.

IrritationBrands can make things easier

Toilet paperCharmin Sit or Squad

FunBrands make things more fun

BeerWieckse Sun Radar

negative motivation positive motivation

low

invo

lvem

ent

high

invo

lvem

ent Frustration

Brand can make things simpler

AssuranceNationwide Mobile

AspirationBrands can inspire

SportsNike+

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charmin makes it easier to #nd free, clean public restrooms. this #ts the low involvement category of a toilet paper brand.

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nationwide lets you manage all the paperwork on the spot after you had an accident. this nicely reduces the irritation associated with insurances.

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this is a process. not a product.#nd 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.

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part 6.roundup

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be useful

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there is no box

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thank you!ingmar de langeidl@futurelab.net