Date post: | 18-Aug-2015 |
Category: |
Marketing |
Upload: | matt-rennie |
View: | 69 times |
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IT’S NOT YOU IT’S ME*
*and everybody else
Three Steps to Winning in the Collaborative Economy
THE AVERAGE DRILL IS USED
FOR 13 MINUTES IN ITS ENTIRE
LIFETIME
THE AVERAGE DRIVEWAY SITS EMPTY FOR 7.6 HOURS A DAY
THE AVERAGE DRESS IS WORN
JUST SEVEN TIMES
PEOPLE CAN GET WHAT THEY
NEED FROM EACH OTHER
WE ARE MOVING FROM A WORLD
BASED ON OWNERSHIP TO ONE BASED ON ACCESS
WELCOME TO THE COLLABORATIVE
ECONOMY
BUT HOW DOES THIS AFFECT BRANDS
AND HOW CAN THEY WIN?
IT’S NOT YOU IT’S ME*
*and everybody else
A SIMPLE PHILOSOPHY
1. IT’S NOT YOU Customers are sharing with or without you. It is not about your brand. Brands who succeed in the collaborative economy will recognise this and work to put themselves at the heart of their
consumer’s existing behaviour. To do this brands must either compete against rival services or create with existing ones.
COMPETE CREATE
2. IT’S ME Brands should start with the customer, amplify customer experience
and add real value. Treat your customer as an individual. Resist pigeon-holing, they are real people with real problems. There aren’t
‘ABC1 Females called Nina aged 37 who has two kids and a budgie’. Everyone is different and that’s the opportunity.
Steer away from one-size fits all experiences. Whenever you find
yourself on the side of the majority, it’s time to pause and reflect. Put convenience first. Be useful. Create individual personal experiences.
Close the value loop.
VALUE LOOP
MAKE
DISTRIBUTE
SELL
PUSH
PULL START WITH ME
MAKE DISTRIBUTE PROMOTE
IDENTIFY NEEDS ENGAGE FIND SOLUTIONS
VALUE CHAIN
MARKETING AGENCY
3. AND EVERYBODY ELSE ‘My biggest competitor today is a person with an idea’
Nabil Sakkab, P&G
No matter who you are, the smartest people work for someone else. This shouldn’t scare us, it should excite us. After all what’s the difference between an employee and a customer anyway? Who’s an amateur and who’s a pro?
And who gets to decide? Brands need to bring their audience into the core of their business and co-create with them.
CO-CREATION MODEL: (Credit, Victor & Spoils)
BRAND
FANS
EXPERTS WILD CARDS
SUPRISING IDEAS
IT’S NOT YOU IT’S ME*
*and everybody else
Three Steps to Winning in the Collaborative Economy