Marketing Innovation

Marketing
Innovation
Small budgets, big impact.

Marketing Event Börse, Düsseldorf
17.09.2007

The future is here.
It‘s just not widely
distributed yet.
William Gibson

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

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keeping your fingers
on the pulse.


CScout is translating
new market developments
into new proﬁt opportunities.


We are Screening & Monitoring
Trends from
early signals to
radical innovations.

High
Climax:
Mass Market

Early Adoptors:
Impact

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Innovators:
Lead Users
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Impact is not created by
big budgets, it is created
by innovative
marketing approaches.


Product Marketing
Innovation Innovation


Changing Media Landscape

+ WE, THE MEDIA

MANY-TO-MANY
MY MEDIA
HOT
HOT
Consumer control & engagement

ONE-TO-ONE
NICHE MEDIA
Social Media
ONE-TO-FEW WARM
WARM
Personal Media
MAINSTREAM MEDIA

ONE-TO-MANY FRESH
Segmented Media FRESH

COLD
COLD
Mass Media

-


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 Broadcasting
is used for Marketing.


Users create value via Tagging.


TV 2.0
is changing
the 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 Bonito
http://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 2.
truck designed to drive around ads, something you see very often
1.
(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.

3.


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.


Markerting
CScout is helping
Innovation
you to keep
is an essential
ahead of time.
Strategy.

Viral Marketing
Media
is key to success.
becomes
human.


Let‘s get it started....
CScout thank you for listening

CScout USA, Headquarters
CScout Trendberatung GmbH
Tumblingerstr 2
80337 München, Germany

Monty Metzger
Managing Director
CScout Japan eMail: monty@cscout.com
Tel:. +49 (0) 89 - 23 22 56 75

Private Blog: www.monty.de

TrendBlog & Newsletter
www.cscout.com
CScout China


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