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Growth thru Innovative Marketing

James Atkinswww.vantagemarketing.com.au

Mindshop Conference

22 May 2010

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Is this Innovation?

No…Change that adds Value

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What is Marketing Innovation?

Change that adds Value…for Customers

1. Provide REAL VALUE to customers

2. Be able to be IMPLEMENTED

3. Have capacity to GROW your business

But will it deliver growth?

Marketing Innovation needs to

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But how can I unlock marketing innovation?

1. From the EDGES/at the INTERSECTIONS

2. FUTURE Forward

3. Upside Down/Inside Out

Where should you look?

The EDGES & INTERSECTIONS of …

• Users

• Products

• Competition

1. EDGES & INTESECTIONS

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1. From the Edges of users

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Guess whose Mum’s got a Whirlpool?

1. From the intersection of your products and unusual users

What trends can you tap into…

• Social

• Environmental

• Technological

• Political

• Regulatory

2. FUTURE Forward

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2. FUTURE Forward

GST ATO compliant statements – did away with the shoe boxes

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2. FUTURE Forward

40% of marketing budget now in social media!

Change how you look at your…

• Organisation

• Staff

• Supply Chain

• Partners

3. Upside Down/Inside Out

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3. Upside Down/Inside Out

Turn it Upside down and Inside Out!

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“Not dreaming big enough is one of the biggest mistakes entrepreneurs make”

Maxine Clark, founder of Build-A-Bear Workshop

3. Upside Down/Inside Out

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1. Refuse to be the same

2. Discovery skills of innovation*i. Questioningii. Observingiii. Experimentingiv. Networkingv. Associating

3. Hard wire the organisation

4. Focus on your Lead Users

5. Keep looking…. • EDGES & INTERSECTIONS• FUTURE Forward• Upside Down/Inside Out

And finally

* December 2009 Harvard Business School, BYU and INSTEAD

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Some further reading

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Thank You!

James Atkinswww.vantagemarketing.com.au