advertising that is part of the product
DESCRIPTION
This is a presentation on New marketing, on how to build the marketing into the product, inspired by the book Baked-In.TRANSCRIPT
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Ways to bake your advertising into your product
Aboutadver,sing
that
ispartoftheprod
uct
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BACKGROUND
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The problem with products Besides advertising, the USP is often nowhere to be found
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The problem with products And in worlds of innovation overload, you simply get lost…
help
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The problem with advertising Years of over exaggerated promising and messaging
made advertising impact go down (FORRESTER)
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The problem with advertising
54%FeelsmanipulatedbyAds
63%FeelthatAdshave
relevancetothem
(FORRESTER)
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finally dare to leave the eighties
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The old rule was:
Create safe, ordinary products and combine them with mass marketing
The new rule is:
Create truly innovative products, and build the marketing right into it
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❉ Today being acceptable is the most dangerous marketing position ❉ It is time to break down the walls between product and messaging,
and make both tell the same story ❉ It is time to bake in the marketing into the product. Mix
the product innovation with the marketing innovation
R&D Marke-ng
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BECAUSE
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❉ The stuff we notice is the stuff we tend to buy ❉ The stuff we notice is the stuff that feeds peer-to-peer promotion ❉ Innovative product and marketing design creates new markets, instead of
reaching old markets
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10 WAYS TO BLEND THE PRODUCT AND THE MARKETING
(and be remarkable enough to be talked about)
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#1 Use digital to redefine the way
customers experience your product or service
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make the process more convenient
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extend the product with a service for to the consumer
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extend the product with a service for to the consumer
[TheCrèmeBrûléeCarthasmorethen7000followersontwiNertotrackitsloca,oninSanFrancisco]
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make product accessible and self-service
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go multi-channel
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don’t think computer, think human ware
[SleepCyclealarm:applica,onmeasuringyoursleep,andwakingyouupattherightmomentofyoursleepcycle]
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#2 Extend your definition of Design
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not product, but product cycle
[HermanMiller,Mirrachair,designedtoassemble,disassemble,takeback,recycle,adjustergonomics…andfinally,tobeadesignerchair]
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not product, but user experience
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design for people, planet profit, not just profit
[TheGdiapers:Washable,compostable,disposable,non‐chlorine,plas,c‐free,cradle‐to‐cradlediapers]
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#3 Sell it in a new way
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think cross-industry
[Apple:compu,ngmeetsmusicindustrymeetstelecommeetspublishingmeets…]
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not machine, but club of enthusiasts not commodity, but luxury
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infiltrate in the culture in new ways and create new consumption occasions
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not buying car, but consuming kilometres
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source promotion and advice out of the market
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#4 Put the consumer in the
designer chair
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let consumer buy what they create, and create what to buy
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let them express their identity trough the product
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include consumers’ skills
[LaurenLuke’smake‐upkitthatcomeswithYoutubetutorialsandotherservicesthathelppeoplebecomeprosumerswhenitcomestomake‐up]
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#5 Be attractively good
- Make love
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let consuming be the new giving, and giving the new consuming
[NIKAturnsconsumingwaterintogivingaccesstowater]
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let consuming be the new giving, and giving the new consuming
[TheSONNAN:Foreverysolarpoweredlampsold,IkeaoffersonetoUNICEF,toenablekidstostudyacerdark]
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Make products that demonstrate company values
[VRT/Eén:babyslabbekeforallkidsthatareoneyearoldin2010]
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Do no harm
[HEMApaintforkids,100%toxicfree]
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#6 Be perfectly wrong
- Make trouble
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Designed to be the opposite of the norm
[Uglydolls,Theoppositeofcute,SpecialtyToyoftheYear2006]
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Challenge consumer conventions
[Designerdressesforrent,notforsale]
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Be remarkable by putting expectations upside down
[Frutels;chocolatesagainstacné]
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Do exactly the opposite as the industry
[MINI:whileallbrandsweregoingbig,male,powerfulandverySUV…]
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Do exactly the opposite as you did before
[NikeFree:arunningshoethatoffersbarefootrunningexperience,whiletheen,remarketisdominatedby‘givingmoregrip’,andreducechanceoninjury]
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#7 Let the product tell the story
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Make an ad-on
[Innocent:theBigKnit:charitytosupportpoorelderyintheUKduringwinter,me,bysellingtheirkniNedhatsontopopsmoothieboNles]
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Use the product (packaging) as a story book
[Boxedwater]
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Let every use be a promotional product demonstration
[Bromptonfoldingbikes]
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Make the total product story transparent
[Made‐byisalabelforethicalandsustainablefashionthatallowsclientstodo‘fair‐tracing’:trackandtracetheen,reproductlifecycleoftheirclothes]
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Show-off the story in the design and presentation
[KuyichijacketsmadefromPETfibers]
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Open the production process for people to observe
[AlaindeBoNon’sbook‘AWeekattheairport’iswriNenduring‘aweekontheairport’.Hiswri,ngappearedliveonabigscreen]
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Turn production story into the brand and turn the brand into production story
[SunChips:firstchipsbakedbythesunandpackedinpackagingthatdecomposesbysunlight]
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#8 130 Be extreme
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Be the best-of-the-best
[WineCellarSorbets:Mostexclusiveofallice‐creams]
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Be weird
[Commedesgarçons‘an,‐perfumes’:’Dryclean','Garage','Skai','Soda'and'Tar'.]
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#9 130 Destroy
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Take something away, to create something new
[BoNledWaterFreeTownsrevalueboNledwater]
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Sacrifice features
[AsFlipreducedradicallyabroadseriesoffeatures,andlecnothingbutaUSBconnec,on,alensandthebuNonstocontrol,itcreatedtheperfect
day‐to‐daycamera.]
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#10 134 Make what’s inside visible
on the outside
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Show the inside technology
[Backinthe1940’s:Fendermadeitacceptablethatelectricguitarsareflatbyshowingoffthesoundpick‐ups
intheguitardesign]]
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The best product design is sometimes no design
[TheJapanesebrand“BananaJuice”]
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THE KICKSTART QUESTIONS
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❉ Can we drastically improve or redefine the product experience with the power of digital?
❉ Can we create a distinctive story by embracing a much broader design perspective? ❉ Can we get in the spotlight by a totally new way to sell our product or service?
❉ Can we build a more intimate relation with our consumers by involving them in the design process?
❉ Can we be the talk of the town by being attractively good for society? ❉ Can we be talk of the town by being perfectly wrong?
❉ Can our product do the talking by carrying the story in a fresh way?
❉ Can we stand-out by being the extremist of the category? ❉ Can we stand-out by throwing things away? Erasing things? Destroy things?
❉ Can we be remarkable by making the invisible visible?
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BUT WHAT ABOUT OLD MEDIA ADVERTISING?
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Remember great products use advertising as a display window.
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And boring products use advertising as a smokescreen.
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The more exciting the innovation, the more transparent the communication.
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THANKS FOR YOUR ATTENTION Inspired by and stolen from:
❉ Alex Bogusky & John Winsor: Baked In, ‘creating products and business that market themselves’ ❉ Tom Himpe: The conversation starts from within ❉ Trendwatching.com, the 2010 Trendreport
Assembled and arranged by Stefaan Vandist, strategic planner, 10 Advertising