cscout_marketing innovation

Marketing Innovation Small budgets, big impact.

Marketing Event Börse, Düsseldorf17.09.2007

Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

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Impact is not created by big budgets, it is created by innovative marketing approaches.


Marketing Innovation

Product Innovation


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Social Media

WE, THE MEDIA

MY MEDIA

MAINSTREAM MEDIA

NICHE MEDIA

COLD

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HOT

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Changing Media Landscape


Media becomes

„Human“


Today software enables anybody to become an author, journalist or film maker.

Attention Economy - Self-representation

!through avatars (online gaming),

!voice (podcast) and

!as actor (video) or

!author (weblogs).


Participatory culture - sharing and participating is spreading in the digital world.

A

Creative Class.


Personal Broadcastingis used for Marketing.


TV 2.0 is changingthe way you

watch TV.


Users create their own TV-Ads.


Watch joost and interact, chat, comment, rate or select your favorites.


Viral Marketing is very powerful today.


Different possibilities to create a big effect with small budget:

- „Word of mouth marketing“, is a highly valued marketing tool for advertisers.

- The receiver of word-of-mouth referrals tends to believe that the communicator is speaking honestly. The receiver relies on the information

- A very successful word-of-mouth promotion creates „buzz.“


4 different rules to produce good word of mouth marketing:

Be Interesting:Nobody talks about boring companies, boring products, boring ads.

Smart idea: is always the key for a succesfull business

Find a megaphone: via Blogs, Youtube, Forum, eMail, persons with a huge and heterogenous network

Build trust through emotions and excellent service: people like to buy from companies or people that they know and trust -> relationship with customer


Online Social Networks are used Marketing.

Joga Bonitohttp://www.youtube.com/watch?v=H3q-gL9HN84


Club of Pioneers

- BMW aims to gather individuals and institutions, who care about creating an earth-friendly future, on a new plattform.

- every member has his own profile, can write a blog, discuss in forums

www.clubofpioneers.com


Viral Videos are used for Marketing.

http://www.vwfeatures.com/

http://www.youtube.com/watch?v=cv157ZIInUk


VW Features


Volvo

The Volvo Car Corporation has built a mini-Volvo that takes care of very special transport requirements during the European Athletics Championships in Gothenburg.

http://www.youtube.com/watch?v=pQXMQE3RX9Q


Facebook

- Initially built for college and university students in 2004

- With over 30 million members worldwide, Facebook is 7th most visited site in the United States and sees over 15 billion pageviews every month.

- In May 2007, Facebook took a big step forward by opening the Facebook Platform, which allows developers to build third-party applications for use within Facebook’s user interface.


Gmail Accounts

- Google did no spending in marketing.They created scarcity by giving out Gmail accounts only to a handful of users. their bidding for Gmail invites on eBay.

- Demand was created by limited supply.

- Gmail Invitations were even auctioned on Ebay.


Mini Guerilla

The Antwerp Miniature City is a tourist attraction in Antwerp; it’s the tiny version of the city of Antwerp.Johan Van Oeckel, a freelance concept and art director, did some work to promote the mini city with a keen take on the concept: hit & run advertising, but in its tiniest form.

The first image is a miniature ‘publimobile’, or in other words: a truck designed to drive around ads, something you see very often (especially on busy shopping days).

The second one is a miniature version of a typical street ad - a small billboard, very often with a city map on the back and placed on the sidewalk.

The third one is a miniature version of a Vespasius ad, which are placed in public restrooms and in bars, restaurants etc.

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Axe Fantasy

In order to promote the new site Axe Fantasy, Axe, the preferred body spray of the horny and vacuous, placed small denim skirts over mousepads in cyber cafes, complete with the Axe name and the address of the Web site.

You have to stick your hand under the skirt in order to move the mouse around.


Schweppes Fountain

Here’s a new ambient campaign for Schweppes. A whole lot of fountains in different European countries (Germany, Switzerland, Sweden, Norway, …) was dressed as a bottle of Schweppes, thus illustrating in real life the sparklingness of a Schweppes.


Artfields

A German company named Artfield has been creating outdoor ads since the nineties, and they’re quite good at what they do. The designs are especially aimed for sky traffic and often cover very large fields.

A good way to get the message through, if you can find a farmer who’s willing to give up his harvest in exchange for enough cash to make this happen.


Stop‘n Grow

Great work for Stop n’ Grow, a solution against nail biting.


Fiat Ducato

Maybe a supermarket is not the ideal place to find the target for Ducato, the best-selling van from Fiat, but I think this guerrilla action has a great idea.


Overpoort Bowl

Various „spherical objects“ transformed into bowling balls with stickers to promote bowling and poolbar Overpoort Bowl.

(Found in Belgium)


World Water Day

For World Water Day, more than 500 of these Green Belgium stickers were stuck in washbasins in cinemas, pubs, restaurants, public toilets, universities and stations in nine Belgian cities and in Mexico City (where the 2006 World Water Forum was held).


Bergmann funeral services

Come a little closer and you might need the funeral services from Bergmann. Seen in the Berlin subway.


Marketing

Innovation is created by

Inspiration.


CScout is helping you to keep ahead of time.

Mediabecomes human.

Text

Viral Marketingis key to success.

Markerting Innovation is an essential Strategy.


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