advertising that is part of the product
Post on 13-May-2015
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Ways to bake your advertising into your product
Aboutadver,sing
that
ispartoftheprod
uct
BACKGROUND
The problem with products Besides advertising, the USP is often nowhere to be found
The problem with products And in worlds of innovation overload, you simply get lost…
help
The problem with advertising Years of over exaggerated promising and messaging
made advertising impact go down (FORRESTER)
The problem with advertising
54%FeelsmanipulatedbyAds
63%FeelthatAdshave
relevancetothem
(FORRESTER)
finally dare to leave the eighties
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
❉ 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
BECAUSE
❉ 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
10 WAYS TO BLEND THE PRODUCT AND THE MARKETING
(and be remarkable enough to be talked about)
#1 Use digital to redefine the way
customers experience your product or service
make the process more convenient
extend the product with a service for to the consumer
extend the product with a service for to the consumer
[TheCrèmeBrûléeCarthasmorethen7000followersontwiNertotrackitsloca,oninSanFrancisco]
make product accessible and self-service
go multi-channel
don’t think computer, think human ware
[SleepCyclealarm:applica,onmeasuringyoursleep,andwakingyouupattherightmomentofyoursleepcycle]
#2 Extend your definition of Design
not product, but product cycle
[HermanMiller,Mirrachair,designedtoassemble,disassemble,takeback,recycle,adjustergonomics…andfinally,tobeadesignerchair]
not product, but user experience
design for people, planet profit, not just profit
[TheGdiapers:Washable,compostable,disposable,non‐chlorine,plas,c‐free,cradle‐to‐cradlediapers]
#3 Sell it in a new way
think cross-industry
[Apple:compu,ngmeetsmusicindustrymeetstelecommeetspublishingmeets…]
not machine, but club of enthusiasts not commodity, but luxury
infiltrate in the culture in new ways and create new consumption occasions
not buying car, but consuming kilometres
source promotion and advice out of the market
#4 Put the consumer in the
designer chair
let consumer buy what they create, and create what to buy
let them express their identity trough the product
include consumers’ skills
[LaurenLuke’smake‐upkitthatcomeswithYoutubetutorialsandotherservicesthathelppeoplebecomeprosumerswhenitcomestomake‐up]
#5 Be attractively good
- Make love
let consuming be the new giving, and giving the new consuming
[NIKAturnsconsumingwaterintogivingaccesstowater]
let consuming be the new giving, and giving the new consuming
[TheSONNAN:Foreverysolarpoweredlampsold,IkeaoffersonetoUNICEF,toenablekidstostudyacerdark]
Make products that demonstrate company values
[VRT/Eén:babyslabbekeforallkidsthatareoneyearoldin2010]
Do no harm
[HEMApaintforkids,100%toxicfree]
#6 Be perfectly wrong
- Make trouble
Designed to be the opposite of the norm
[Uglydolls,Theoppositeofcute,SpecialtyToyoftheYear2006]
Challenge consumer conventions
[Designerdressesforrent,notforsale]
Be remarkable by putting expectations upside down
[Frutels;chocolatesagainstacné]
Do exactly the opposite as the industry
[MINI:whileallbrandsweregoingbig,male,powerfulandverySUV…]
Do exactly the opposite as you did before
[NikeFree:arunningshoethatoffersbarefootrunningexperience,whiletheen,remarketisdominatedby‘givingmoregrip’,andreducechanceoninjury]
#7 Let the product tell the story
Make an ad-on
[Innocent:theBigKnit:charitytosupportpoorelderyintheUKduringwinter,me,bysellingtheirkniNedhatsontopopsmoothieboNles]
Use the product (packaging) as a story book
[Boxedwater]
Let every use be a promotional product demonstration
[Bromptonfoldingbikes]
Make the total product story transparent
[Made‐byisalabelforethicalandsustainablefashionthatallowsclientstodo‘fair‐tracing’:trackandtracetheen,reproductlifecycleoftheirclothes]
Show-off the story in the design and presentation
[KuyichijacketsmadefromPETfibers]
Open the production process for people to observe
[AlaindeBoNon’sbook‘AWeekattheairport’iswriNenduring‘aweekontheairport’.Hiswri,ngappearedliveonabigscreen]
Turn production story into the brand and turn the brand into production story
[SunChips:firstchipsbakedbythesunandpackedinpackagingthatdecomposesbysunlight]
#8 130 Be extreme
Be the best-of-the-best
[WineCellarSorbets:Mostexclusiveofallice‐creams]
Be weird
[Commedesgarçons‘an,‐perfumes’:’Dryclean','Garage','Skai','Soda'and'Tar'.]
#9 130 Destroy
Take something away, to create something new
[BoNledWaterFreeTownsrevalueboNledwater]
Sacrifice features
[AsFlipreducedradicallyabroadseriesoffeatures,andlecnothingbutaUSBconnec,on,alensandthebuNonstocontrol,itcreatedtheperfect
day‐to‐daycamera.]
#10 134 Make what’s inside visible
on the outside
Show the inside technology
[Backinthe1940’s:Fendermadeitacceptablethatelectricguitarsareflatbyshowingoffthesoundpick‐ups
intheguitardesign]]
The best product design is sometimes no design
[TheJapanesebrand“BananaJuice”]
THE KICKSTART QUESTIONS
❉ 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?
BUT WHAT ABOUT OLD MEDIA ADVERTISING?
Remember great products use advertising as a display window.
And boring products use advertising as a smokescreen.
The more exciting the innovation, the more transparent the communication.
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
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