marketing of innovation (english)
TRANSCRIPT
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+ANDERSEN & ASSOCIATESMARKETING OF INNOVATION UNIVERSITY OF APPLIED SCIENCES AND ARTS NORTHWESTERN SWITZERLAND 12.02.2015
[email protected] // +49 151 40 133 149 // WORLDWIDE
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CONTENTS
• WHAT IS MARKETING • MARKETING OF INNOVATION • USE CASES
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ABOUT ANDERSEN
FOUNDING PRINCIPAL +ANDERSEN & ASSOCIATES
• NORWEGIAN LIVING IN COLOGNE, DE SINCE 2005
• PROFESSIONAL EXPERIENCE WORKING WITH F500 AND GOS SOLVING PROBLEMS WITH WEB/MOBILE TECH SINCE 1997
• STARTUP FOUNDER & ENTREPRENEUR (HITS & MISSES)
• CORPORATE ENTREPRENEURSHIP CONSULTANT TO F100 CORPORATIONS THROUGH PLUSANDERSEN.COM
• EDUCATOR (STARTUP NEXT INSTRUCTOR, UNIVERSITY LECTURER ON STARTUP ENTREPRENEURSHIP & CERTIFIED LEAN LAUNCHPAD INSTRUCTOR @ STANFORD BY STEVE BLANK, FATHER OF THE LEAN STARTUP)
MORE: VIDARANDERSEN.COM
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SOME CUSTOMERS
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SOME FOUNDED
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FEATURED & RECOGNIZED
AND MORE…
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CERTIFIED LLP EDUCATOR @ STANFORD
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WHAT IS MARKETING?
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WHAT IS MARKETING?
“MARKETING IS COMMUNICATING THE VALUE OF A PRODUCT OR SERVICE TO CUSTOMERS, FOR THE PURPOSE OF SELLING THAT PRODUCT OR SERVICE”
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WHAT IS MARKETING?
Sales and distribution of
products / services
Marked-focused management
Operating procedures
(Marketing Mix)
Executed by functions / roles
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MARKETING IS NOT AN ISOLATED PART
OBSOLETE
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“MARKETING IS NOT ONLY MUCH BROADER THAN SELLING; IT IS NOT A SPECIALIZED ACTIVITY AT ALL. IT ENCOMPASSES THE ENTIRE BUSINESS. IT IS THE WHOLE BUSINESS SEEN FROM THE POINT OF VIEW OF THE FINAL RESULT, THAT IS, FROM THE CUSTOMER’S POINT OF VIEW. CONCERN AND RESPONSIBILITY FOR MARKETING MUST THEREFORE PERMEATE ALL AREAS OF THE ENTERPRISE.” - PETER DRUCKER
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REALITY CHECK:
CUSTOMERS DO NOT EXIST TO BUY
YOUR PRODUCTS
YOU EXIST TO CREATE PRODUCTS THAT
SOLVE CUSTOMERS’ NEEDS & PROBLEMS
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MARKETING IS NOTA MAGIC PANACEA
IF THE PRODUCT DOESN’T SOLVE A PROBLEM OR NEED,
NO AMOUNT OF MARKETING IS GOING TO MAKE IT
A (SUSTAINABLE) SUCCESS
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THAT IS NOT TO SAY THAT MARKETING WHEN GIVEN SIGNIFICANT RESOURCES
AND SIGNIFICANT TIME CANNOT GENERATE
THAT NEED, THE DEMAND - SOMETIMES
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HISTORICAL DEVELOPMENT
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BIS 1950S BIS 1960S AB 1970S TODAY
ORIENTATION: PRODUCTION
PROFIT DRIVER: PRODUCTION
METHODS
ORIENTATION: PRODUCT
PROFIT DRIVER: QUALITY OF
THE PRODUCT
ORIENTATION: SELLING
PROFIT DRIVER: SELLING METHODS
ORIENTATION: MARKETING
PROFIT DRIVER: NEEDS AND WANTS
OF CUSTOMERS
ORIENTATION: HOLISTIC
MARKETING
PROFIT DRIVER: EVERYTHING
MATTERS
EARLIER APPROACHES
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1960S 1980S 1990S TODAY
ORIENTATION: RELATIONSHIP MARKETING/
RELATIONSHIP MANAGEMENT
PROFIT DRIVER: BUILDING & KEEPING
GOOD CUSTOMERRELATIONS
ORIENTATION: B2B MARKETING /
INDUSTRIAL MARKETING
PROFIT DRIVER: BUILDING & KEEPING
GOOD RELATIONSHIPSBETWEEN ORGANIZATIONS
ORIENTATION: SOCIAL MARKETING
PROFIT DRIVER: BENEFIT TO SOCIETY
ORIENTATION: BRANDING
PROFIT DRIVER: BRAND VALUE
CONTEMPORARY APPROACHES
ORIENTATION: DATA-DRIVEN
PROFIT DRIVER: MEASURE
EVERYTHING
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EARLIER
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EARLIER
CONSUMERS ONLY CONSUMES
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TRADITIONAL ADVERTISING
CORPORATE CONTENT
PAID OWNED
CONTENT EARLIER
PRESSWORD OF MOUTH
EARNED
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GATEKEEPERS: COSTS & CHANNELS
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THE DIGITAL NETWORKED AGE
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AFTER
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AFTER
CONSUMERS ALSO PRODUCE
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PAID OWNED
EARNED
TRADITIONALADVERTISING
CORPORATE CONTENT
CONVERGED MEDIA
ORGANIC
PRESS
SPONSORED CONTENT
BRANDS THAT ASK FOR SHARES
PROMOTED BRAND
CONTENT
CONTENT TODAY
WORD OF MOUTH
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HERE COMES EVERYBODY
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IDEA BUILD PRODUCT SELL
IN THE PAST
LINEAR - ONE BIG BET - FRAGILE
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IDEAS
PRODUCTDATA
LEARN
MEASURE
BUILDFIXEN,IMPROVE, CHANGE
SELL THE IMPROVED PRODUCT
EVALUATE SALES
EXPLICITLY & IMPLICITLYCUSTOMERS ABOUT HOW THEY FIND THE PRODUCT
TODAY
CYCLE
ITERATIVE
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THE CLASSIC 4 PS (MARKETING-MIX)
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PRODUCT PRICE
PLACE PROMOTION
TARGET MARKET 4XP
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PRODUCT PRICE
PLACE PROMOTION
PRODUCT PRICE
PROMOTIONPLACE
• Product variety • Quality • Design • Features • Brand name • Packaging • Sizes • Services • Warranties • Returns
• Channels • Coverage • Assortments • Locations • Inventory • Transport
• List price • Discounts • Allowances • Payment period • Credit terms
• Sales promotion • Advertising • Sales force • Public relations • Direct marketing
4XPTARGET MARKET
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THE FUNNEL MODEL
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ATTENTION Attract the attention of the customer, make them aware
INTEREST Interest the customer
DESIRE Convince customer they want and desire the product, that it will satisfy their needs
ACTION Lead customer to take action, to purchase
ACTION
DESIRE
INTEREST
ATTENTION
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CLASSICAL FUNNEL
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THE NEW FUNNEL
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THE NEW INTEGRATED FUNNEL
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FLIP THE FUNNEL1.Convert strangers into friends
2.Friends into customers
3.Customers into your salesforce
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“Flip the funnel and turn it into a megaphone” - Seth Godin
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TYPES OF MARKETING
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TYPES OF MARKETING• ACCOUNT PLANNING
• AFFINITY MARKETING
• AGGRESSIVENESS STRATEGY
• AGRICULTURAL MARKETING
• ALLIANCE MARKETING
• AMBUSH MARKETING
• ARTICLE MARKETING
• ARTICLE VIDEO MARKETING
• ASSOCIATION OF PUBLISHING AGENCIES
• BRAND LANGUAGE
• BUSINESS MODEL
• CALL TO ACTION (MARKETING)
• CHAOTICS
• CLOSE RANGE MARKETING (CRM)
• CLOUD MARKETING
• CAUSE MARKETING
• THE CELLAR (MARKETING)
• CLOSE RANGE MARKETING
• COMMUNITY MARKETING
• CONSUMER-GENERATED ADVERTISING
• CONTENT MARKETING
• CROSS-MEDIA MARKETING
• CUSTOMER ADVOCACY
• CUSTOMERIZATION
• DATABASE MARKETING
• DIGITAL MARKETING
• DIGITAL OMNIVORE
• DIRECT MARKETING
• DIVERSIFICATION (MARKETING STRATEGY)
• DIVERSITY MARKETING
• ETHICAL MARKETING
• EVANGELISM MARKETING
• EXPERIENCE CURVE EFFECTS
• FAITH-BASED MARKETING
• FIGURE OF MERIT
• FREEBIE MARKETING
• GLOBAL MARKETING
• GUERRILLA MARKETING
• HORIZONTAL INTEGRATION
• INBOUND MARKETING
• INFLUENCER MARKETING
• LIMITED EDITION CANDY
• LOYALTY MARKETING
• MARKETING COMMUNICATIONS
• MARKETING WARFARE STRATEGIES
• MASS CUSTOMIZATION
• MEGAMARKETING
• MENU ENGINEERING
• MULTI-DOMESTIC STRATEGY
• MULTI-LEVEL MARKETING
• NANO-CAMPAIGNING
• NATIVE ADVERTISING
• NEXT-BEST-ACTION MARKETING
• ONLINE ADVERTISING
• PERMISSION MARKETING
• PERSONALIZATION
• PITCH BOOK
• PRE-INSTALLED SOFTWARE
• PRODUCT BUNDLING
• PROJECT SCUM
• PROXIMITY MARKETING
• RELATIONSHIP MARKETING
• REVENUE TECHNOLOGY SERVICES
• SCENARIO PLANNING
• SECRET BRAND
• SEEDING TRIAL
• SHARE OF VOICE
• SHOPPER MARKETING
• SOCIAL PULL MARKETING
• SOCIAL MARKETING
• SPECIAL EDITION
• STRATEGY DYNAMICS
• STUDENT MARKETING
• UNDERCOVER MARKETING
• VERTICAL DISINTEGRATION
• VERTICAL INTEGRATION
• YIELD MANAGEMENT
• Z-CARD
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TYPES OF MARKETING• ACCOUNT PLANNING
• AFFINITY MARKETING
• AGGRESSIVENESS STRATEGY
• AGRICULTURAL MARKETING
• ALLIANCE MARKETING
• AMBUSH MARKETING
• ARTICLE MARKETING
• ARTICLE VIDEO MARKETING
• ASSOCIATION OF PUBLISHING AGENCIES
• BRAND LANGUAGE
• BUSINESS MODEL
• CALL TO ACTION (MARKETING)
• CHAOTICS
• CLOSE RANGE MARKETING (CRM)
• CLOUD MARKETING
• CAUSE MARKETING
• THE CELLAR (MARKETING)
• CLOSE RANGE MARKETING
• COMMUNITY MARKETING
• CONSUMER-GENERATED ADVERTISING
• CONTENT MARKETING
• CROSS-MEDIA MARKETING
• CUSTOMER ADVOCACY
• CUSTOMERIZATION
• DATABASE MARKETING
• DIGITAL MARKETING
• DIGITAL OMNIVORE
• DIRECT MARKETING
• DIVERSIFICATION (MARKETING STRATEGY)
• DIVERSITY MARKETING
• ETHICAL MARKETING
• EVANGELISM MARKETING
• EXPERIENCE CURVE EFFECTS
• FAITH-BASED MARKETING
• FIGURE OF MERIT
• FREEBIE MARKETING
• GLOBAL MARKETING
• GUERRILLA MARKETING
• HORIZONTAL INTEGRATION
• INBOUND MARKETING
• INFLUENCER MARKETING
• LIMITED EDITION CANDY
• LOYALTY MARKETING
• MARKETING COMMUNICATIONS
• MARKETING WARFARE STRATEGIES
• MASS CUSTOMIZATION
• MEGAMARKETING
• MENU ENGINEERING
• MULTI-DOMESTIC STRATEGY
• MULTI-LEVEL MARKETING
• NANO-CAMPAIGNING
• NATIVE ADVERTISING
• NEXT-BEST-ACTION MARKETING
• ONLINE ADVERTISING
• PERMISSION MARKETING
• PERSONALIZATION
• PITCH BOOK
• PRE-INSTALLED SOFTWARE
• PRODUCT BUNDLING
• PROJECT SCUM
• PROXIMITY MARKETING
• RELATIONSHIP MARKETING
• REVENUE TECHNOLOGY SERVICES
• SCENARIO PLANNING
• SECRET BRAND
• SEEDING TRIAL
• SHARE OF VOICE
• SHOPPER MARKETING
• SOCIAL PULL MARKETING
• SOCIAL MARKETING
• SPECIAL EDITION
• STRATEGY DYNAMICS
• STUDENT MARKETING
• UNDERCOVER MARKETING
• VERTICAL DISINTEGRATION
• VERTICAL INTEGRATION
• YIELD MANAGEMENT
• Z-CARD
MANY
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THE NEW RULES OF ENGAGEMENT
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THE NEW RULES OF ENGAGEMENTOLD MARKETING NEW MARKETING
ONE-WAY COMMUNICATION BRAND IS DIALOGUE
BRAND RECALL IS HOLY GRAIL CUSTOMERS DETERMINE BRAND VALUE
GROUP CUSTOMERS BY DEMOGRAPHICS GROUP CUSTOMERS BY BEHAVIOR
CONTENT CONTROLLED BY MARKETERS ENTERPRISE + USER GENERATED CONTENT
VIRALITY DRIVEN BY FLASH VIRALITY BASED ON CONTENT
MICHELIN GUIDE: EXPERT REVIEWS AMAZON: USER REVIEWS
PUBLISHER CONTROLS CHANNELS PUBLISHERS BUILD RELATIONSHIPS
TOP-DOWN STRATEGY BOTTOM-UP STRATEGY
INFORMATION HIERARCHY INFORMATION ON DEMAND
EMPHASIS ON COST - CPM "INVEST FOR GROWTH - MEASURABLE ROI"
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PERMISSION MARKETING
• INTERRUPT MARKETING IS DEAD - THE CONSUMERS IGNORE IT AND HATE IT
• PAY, SPRAY & PRAY IS DEAD • PERMISSION MARKETING IS THE NEW ORDER • YOU. HAVE. TO. ASK. FOR. PERMISSION.
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NEW MEDIA MEASUREMENT MODEL
TRADITIONAL AUDIENCE RESEARCH EMERGING CONSUMER INSIGHT FOCUSED
DEMOGRAPHICS BEHAVIORS, INTERESTS
IMPRESSIONS ENGAGEMENT, ACTIONS
PLATFORM-SPECIFIC CAMPAIGN-CENTRIC
USAGE / SEGMENTATION PURCHASE FUNNEL
ESTIMATE CENSUS
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PEOPLE WANT COOL STUFF
QUALITY
ACCESSMAKE IT EASY TO FIND
OPENNESS
CONTROLLET THEM PLAY WITH IT
DO NOT BULLSHIT
THE NEW RULES OF THE ROAD
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INBOUND MARKETINGBE FOUND BY CUSTOMERS
INSTEAD OF HAVING TO ACTIVELY SEEK THEM OUT
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DELIGHT CUSTOMERS
CLOSE ON LEADS
CONVERT VISITORS
WIN NEW FANS
• BLOG • SOCIAL MEDIA • KEYWORDS • SEITEN
• CALL TO ACTION • LANDING PAGES • FORMULARE • KONTAKTPUNKTE
• E-MAIL • WORKFLOW • LEAD SCORING • CRM-INTEGRIERUNG
• SOCIAL MEDIA • CALL TO ACTION • E-MAIL • WORKFLOWS
ATTRACT STRANGERS
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DEMAND GENERATIONWHY SHOULD I BUY? WHY SHOULD I CARE?
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WHAT
HOW
WHY
CONTENT DEMAND GENERATION
GENERATES DEMAND FOR PRODUCT / SERVICE
GENERATES DEMAND FOR CONTENT
GENERATES A DEMAND TO JOIN A CAUSE
OR MISSION
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DEMAND GENERATION• CREATES AWARENESS THROUGH
• BRANDING
• INBOUND MARKETING (ATTRACT)
• OUTBOUND MARKETING (SEEK OUT)
• RELEVANCE POSITIONING
• SUPPORTING CUSTOMERS BY PURCHASE EVALUATIONS
• SUPPORTING PURCHASE DECISION
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INBOUND MARKETING• SEARCH ENGINE OPTIMIZATION (SEO)
• SEARCH ENGINE MARKETING (SEM)
• VIRAL MARKETING
• SOCIAL MEDIA MARKETING
• E-MAIL (DIREKT-) MARKETING
• PAY PER CLICK MARKETING (E.G. FACEBOOK)
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OUTBOUND MARKETING
• DIREKT SALES
• TELEMARKETING
• OUTSOURCED LEAD GENERATION (3RD PARTY LEADS / CUSTOMER DATABASES)
• OUTSOURCED APPOINTMENT SETTING (CONVERT LEADS TO SALES)
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MARKETING OF INNOVATIVE PRODUCTS
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WHAT’S DIFFERENT?• OFTEN NO ANALOG IN THE WORLD TO COMPARE TO, EXPLANATION AND EDUCATION ABOUT THE
PRODUCT NEEDED
• PROBLEM OR NEED NOT YET FELT OR KNOWN BY CUSTOMERS
• DEMAND FOR THE PRODUCT OR SOLUTION NOT SIGNIFICANT ENOUGH TO SUSTAIN BUSINESS FROM DAY 1
• VALUE PROPOSITIONS AND CUSTOMER SEGMENTS OFTEN NOT FULLY KNOWN OR UNDERSTOOD
• NO COMPETITORS, ALBEIT ONLY A MATTER OF TIME - THAT’S WHY IT’S A LAND GRAB GAME
• PRODUCT FEATURES NOT 100% KNOWN OR FIT FOR THE CUSTOMER NEEDS
• SPEED IS OF THE UTMOST IMPORTANCE BY THE PRODUCT INTRODUCTION
• SPEED AND PERSEVERANCE IS ALSO OF THE UTMOST IMPORTANCE TO SECURE MARKET POSITION AND DEFEND MARKET CAP
• USUALLY SIGNIFICANT RESOURCES AND TIME NEEDED FOR THE MARKETING
• WHEN THE MARKET IS NEW, IT IS USUALLY GOING TO TAKE A VERY LONG TIME BEFORE THE CRITICAL MASS IS REACHED AND THE MARKET STARTS RESPONDING IN SIGNIFICANT NUMBERS (EARLY MAJORITY) - IF AT ALL (SEE DOTCOM BUBBLE V1)
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WHY NEW PRODUCTS OFTEN FAIL ON LAUNCH
HINT: IT’S NOT THE MARKETING
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WARUM PRODUKT-EINFÜHRUNGEN SCHEITERN
1. NOT ENOUGH CUSTOMERS COULD BE WON / FOUND - OFTEN BECAUSE THE RIGHT SIGNIFICANT CUSTOMER SEGMENT COULD NOT BE FOUND OR THE VALUE PROPOSITIONS WERE NOT RECOGNIZED BY THE CUSTOMER SEGMENTS TARGETED
2. IN A NEW MARKET IT TAKES SO LONG TO REACH CRITICAL MASS, OFTEN LONGER THAN PLANNED, AND COMPANIES RUN OUT OF RESOURCES - AND PATIENCE - BEFORE THE MARKET TAKES
3. A SUSTAINABLE ENGINE OF GROWTH COULD NOT BE FOUND - CAC VS LTV RATIO COULD NOT BE MADE PROFITABLE
4.THE PRODUCT DIDN’T REALLY SOLVE A NEED OR PROBLEM - IT WAS A SOLUTION IN SEARCH OF A PROBLEM (THAT DID NOT EXIST OR COULDN’T BE FOUND)
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WHAT CAN MARKETING INFLUENCE?
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SMALL MEDIUM BIG
SMALL
MEDIUM
BIG
DEGREE OF CHANGE IN THE PRODUCT
DEG
REE
OF
NEW
NES
S O
F M
ARK
ET
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XPRODUCT LINE EXTENSIONS (MOST INNOVATIONS FALL HERE)
IDEAL COMMERCIAL INNOVATION
TRUE PRODUCT
INNOVATION
SIGNIFICANT CHANGES IN
PRODUCT FORM
SMALL MEDIUM BIG
SMALL
MEDIUM
BIG
DEGREE OF CHANGE IN THE PRODUCT
DEG
REE
OF
NEW
NES
S O
F M
ARK
ET
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TRUE PRODUCT
INNOVATION
PRODUCT LINE EXTENSIONS (MOST INNOVATIONS FALL HERE)
IDEAL COMMERCIAL INNOVATION
SIGNIFICANT CHANGES IN
PRODUCT FORM
XCATEGORY INNOVATIONS
SMALL MEDIUM BIG
SMALL
MEDIUM
BIG
DEGREE OF CHANGE IN THE PRODUCT
DEG
REE
OF
NEW
NES
S O
F M
ARK
ET
MARKETING NEEDS SIGNIFICANT RESOURCES BUT HAS THE POTENTIAL TO HAVE A
SIGNIFICANT MARKET IMPACT
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XINNOVATION NIRVANA
BIGGER AMBITIONS
MO
RE TIM
E AND
R
ESOU
RC
ES SMALL MEDIUM BIG
SMALL
MEDIUM
BIG
DEGREE OF CHANGE IN THE PRODUCT
DEG
REE
OF
NEW
NES
S O
F M
ARK
ETPRODUCT LINE EXTENSIONS
(MOST INNOVATIONS FALL HERE)
IDEAL COMMERCIAL INNOVATION
TRUE PRODUCT
INNOVATION
SIGNIFICANT CHANGES IN
PRODUCT FORM
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HOW DO WE EXECUTE MARKETING?
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DATA AND IDEAS
COLLECTION (MEASURE)
VIABILITY ANALYSIS (LEARN)
DEVELOP-MENT
(BUILD)
TESTING & VALIDATION
(MACRO LAUNCH)
LAUNCH
STRUCTURED PROCESS
AND IN ITERATIVE BUILD MEASURE LEARN CYCLES
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IDEAS
PRODUCTDATA
LEARN
MEASURE
BUILDFIXEN,IMPROVE, CHANGE
SELL THE IMPROVED PRODUCT
EVALUATE SALES
EXPLICITLY & IMPLICITLYCUSTOMERS ABOUT HOW THEY FIND THE PRODUCT
ITERATION CYCLES
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IN NEED OF EXPLAINING THE NEW PRODUCT?
DEMAND GENERATION
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WHITE PAPERS & RESEARCH RESULTS
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INFORMATIONAL EVENTS & MEETUPS
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PROBLEM - SOLUTION FITOFTEN NOT COMPLETE
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CUSTOMER DISCOVERY (PROBLEM)
ITERATE OR PIVOT: CUSTOMER DEVELOPMENT
CUSTOMER VALIDATION(SOLUTION)
CONVERT HYPOTHESES INTO FACTS
CUSTOMER DEVELOPMENT
HTTPS://WWW.UDACITY.COM/COURSE/EP245
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VALUE PROPOSITIONS & CUSTOMER SEGMENTS
OFTEN UNKNOWN OR INCOMPLETE FIT
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VALUE PROPOSITION DESIGN
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NEW MARKET
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CUSTOMERSUNKNOWN
NEW MARKET
COMPETITIONNONE - BLUE OCEAN
CUSTOMER NEEDSTRANSFORMATIVE IMPROVEMENTS
RISKSDEMAND GENERATION &
LONG TIME BEFORE MARKET TAKES
EXAMPLE:
YEAR 1
CHASMEARLY ADOPTERSPEAK
YEAR 2 YEAR 3
YEAR 5
YEAR 4
YEAR 6
EARLY MAJORITY
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GET KEEP GROWTHE CUSTOMER RELATIONSHIPS FUNNEL MODEL
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ENGINES OF GROWTHTHE THREE TYPES
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PAID STICKY
VIRALENGINES OF GROWTH
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PAID (CAC : LTV)
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UNHEALTHY RATIO, EXAMPLE
CAC LTV1 11
CUSTOMER ACQUISITION COSTS
CUSTOMER LIFETIME VALUE
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HEALTHIER RATIO
CAC LTV1 31
CUSTOMER ACQUISITION COSTS
CUSTOMER LIFETIME VALUE
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HOW TO INFLUENCE THE CAC VS LTV RATIO
THE DRIVING FACTORS
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THE DRIVING FACTORS
• High churn rate • Low customer
satisfaction
• Recurring revenue • Scalable pricing • Cross-Sell / Up-Sell • Additions to product
catalogue • Lead-Gen for 3rd party
• Sales force in the field • Outbound Marketing
• Network effects • Inbound Marketing • Free or Freemium • Open Source • Free trial • Touchless Conversion • Direct Marketing • Channels • Strategic partnerships
CAC LTV
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STICKY (ENGAGEMENT RATE)
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HOW DO YOU MAKE MARKETING STICKY?
FIVE COMMON PROPERTIES
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STICKY MARKETING• STORY: TELL A STORY
• SIMILE: A FIGURE OF SPEECH INVOLVING THE COMPARISON OF ONE THING WITH ANOTHER THING OF A DIFFERENT KIND, USED TO MAKE A DESCRIPTION MORE EMPHATIC OR VIVID (E.G., AS BRAVE AS A LION, CRAZY LIKE A FOX )
• ANALOGY: A COMPARISON BETWEEN TWO THINGS, TYPICALLY ON THE BASIS OF THEIR STRUCTURE AND FOR THE PURPOSE OF EXPLANATION OR CLARIFICATION
• METAPHOR: A FIGURE OF SPEECH IN WHICH A WORD OR PHRASE IS APPLIED TO AN OBJECT OR ACTION TO WHICH IT IS NOT LITERALLY APPLICABLE
• EXAMPLES: USE REAL-WORLD, REALISTIC, RELATABLE EXAMPLES
S S A M E
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STORY: THE HERO’S JOURNEY
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NETWORK EFFECTS (VIRAL COEFFICIENT)
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GROWTH RATE
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VIRAL COEFFICIENT (K)
INVITATION RATE X
ACCEPTANCE RATE
See: http://www.forentrepreneurs.com/lessons-learnt-viral-marketing/
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HOW DO YOU MAKE MARKETING VIRAL?
SIX COMMON PROPERTIES
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VIRAL PROPERTIES• SOCIAL CURRENCY - WE SHARE THINGS THAT MAKE US LOOK GOOD
• TRIGGERS - TOP OF MIND, TIP OF TONGUE
• EMOTION - WHEN WE CARE, WE SHARE
• PUBLIC - BUILT TO SHOW, BUILT TO GROW
• PRACTICAL VALUE - NEWS YOU CAN USE
• STORIES - INFORMATION TRAVELS UNDER THE GUISE OF IDLE CHATTER
S T E P P S
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HOW TO MAKE INNOVATIVE ADVERTISING SUCCESSFUL?
EIGHT COMMON PATTERNS
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8 PATTERNS• UNIFICATION - AN AVAILABLE ELEMENT OF THE MEDIUM OR IN ITS VICINITY IS USED IN ORDER TO
DELIVER THE MESSAGE
• ACTIVATION - THE VIEWER IS USED AS A “RESOURCE” IN ORDER TO REVEAL THE MESSAGE
• METAPHOR - SYMBOLS OR COGNITIVE FRAMEWORKS THAT ALREADY EXIST IN THE MIND OF THE VIEWER ARE EXPLOITED IN ORDER TO DELIVER THE MESSAGE
• SUBTRACTION - ELEMENTS OF THE MEDIUM CONSIDERED TO BE INDISPENSABLE ARE EXCLUDED
• EXTREME CONSEQUENCE - PRESENTS A VERY EXTREME AND SOMETIMES NEGATIVE SITUATION THAT HAPPENS ASS A CONSEQUENCE OF USING THE PRODUCT
• EXTREME EFFORT - PRESENTS THE EXAGGERATED EFFORTS A COMPANY WIL GO TO IN ORDER TO PLEASE THE CUSTOMER. OR THE ABSURD LENGTHS A CONSUMER WILL GO TO GET HOLD OF THE PRODUCT
• ABSURD ALTERNATIVE - PRESENTS A POSSIBLE, ALBEIT HIGHLY OUTLANDISH AND IMPRACTICAL, ALTERNATIVE TO THE PRODUCT BEING OFFERED
• INVERSION - SUGGEST JUST HOW HORRIBLE THE WORLD WOULD BE WITHOUT THE ADVERTISED PRODUCT
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CASE STUDIES
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1.CROWDFUNDING AS MARKET VALIDATION
AND FUNDING
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10Mwith noproduct
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2. NETWORK EFFECTS / VIRAL
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Best Regards, John Doe —— “Get your free email at Hotmail”
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WHAT HAPPENED?- FILE SHARING ENABLED - WIN-WIN AFFILIATE MODEL
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3. FREEMIUM & FREE
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4. S.T.E.P.P.S. & VIDEO CONTENT
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5. WORD OF MOUTH: FLIPPING THE FUNNEL
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1.2B to Amazon
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LET’S CONNECT:TWITTER.COM/BLACKTAR
FACEBOOK.COM/BLACKTAR LINKEDIN.COM/IN/VIDARANDERSEN
VIDARANDERSEN.COM
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+ANDERSEN & ASSOCIATESCORPORATE INNOVATION & GROWTH THROUGH ENTREPRENEURSHIP + SCIENCE
[email protected] // +49 151 40 133 149 // WORLDWIDE
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+A HELPS CORPORATIONS WITH• EDUCATING MANAGEMENT & WORKFORCE
• TURNKEY INNOVATION PRODUCTSSTARTING TODAY: YOU CAN START IMPLEMENTING THE +A INNOVATION ENGINE - IN PART OR COMPLETELY - RIGHT NOW
• TRAINING YOUR TRAINERSTRAINING & CERTIFYING YOUR STAFF: MANAGE YOUR INNOVATION PROGRAMS IN-HOUSE INSTEAD OF BEING DEPENDENT ON 3RD PARTIES, HELPING YOU MAINTAIN HR & IP AUTONOMY
• INDIVIDUALIZING THE CORPORATE INNOVATION PROGRAMSADAPTING A DATA-DRIVEN, SCALABLE AND PREDICTABLE INNOVATION PROCESS TO YOUR GOALS & NEEDS: RESOURCES & STAKEHOLDER ANALYSIS, STRENGTHS & WEAKNESSES + INTEGRATION ROAD MAP & INTEGRATION MANAGEMENT AT YOUR RISK & SPEED LEVEL
• MANAGING HUMAN RESOURCES & INNOVATION TALENTSFINDING THE RIGHT PEOPLE FOR YOUR : INTERNALLY THROUGH NATURAL SELECTION, EXTERNALLY BY PROVIDING MENTORS + DOERS (EXTERNAL DEVELOPERS. DESIGNERS AND ENGINEERS TO AUGMENT YOUR TEAMS) + REAL ENTREPRENEURS IN RESIDENCE (EIR) AS MENTORS FOR YOUR INNOVATION PROGRAM
• FACILITIES & INFRASTRUCTUREGETTING YOU OUT OF THE BUILDING: PROVIDING AN EXTERNAL CORPORATE INNOVATION CENTER & ACCELERATOR
• CONNECTING THE DOTSTHROUGH AN INTERNATIONAL NETWORK OF INVESTORS + MENTORS + BUSINESS INSIDERS - SILICON VALLEY + TEL AVIV & MORE
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+A INNOVATION CENTER• INSOURCE OR OUTSOURCE YOUR INNOVATION PROCESS
COMPLETE OR IN PART - USING YOUR OWN EMPLOYEES
• TEMPORARY CO-LOCATIONTRY BEFORE YOU COMMIT TO INTERNAL CHANGES & RESOURCES
• TURNKEY READYSTART TODAY: TEST OUTSIDE OF YOUR ORGANIZATION WITHOUT INITIATING RED TAPE AND LOSING PRECIOUS TIME TO POLITICS
• FLEXIBLEMINIMIZE DOWNSIDE & RISK: TRY DIFFERENT THINGS, FIND OUT WHAT WORKS FOR YOU - OUTSIDE OF YOUR COMPANY BEFORE YOU IMPLEMENT INSIDE
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+A INNOVATION CENTER
MENTOR NETWORK
BRAND NAMEACADEMIA
INTNL.EXCHANGEPROGRAMS
EVENT / WORKSPACE
GOVTORGANISATIONS
INTERNATIONALINNOVATION
FORA
BRAND NAMECORPORATIONS
EXCLUSIVEEVENTS
INTNL. CORP.ACCELERATOR
PARTNER
FREELANCERS &
EXPERTS
ENTREPRENEURFOR EIR
STARTUPACADEMY
INFRA-STRUCTURE
INVESTORS +ANDERSEN CORPORATE INNOVATION CENTER & ACCELERATOR
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PATRIZIA TOWER
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COLOGNE MEDIA PARK
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+ANDERSEN & ASSOCIATESMARKETING OF INNOVATION UNIVERSITY OF APPLIED SCIENCES AND ARTS NORTHWESTERN SWITZERLAND 12.02.2015
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