Futurelab is a marketing strategy consultancy that drives profit through customer centricity and innovation. They believe marketing should focus on how brands can provide useful services to customers in all areas, beyond just products and promotions. In the digital age, products and services can be replicated at low cost and act as mass communication messages. Successful innovations start by identifying an unmet customer need and developing a solution to meet that need through a useful service that fits the brand. The solution should then be tested and adjusted through a beta process before communication.

1. FUTURELAB
marketing
innovation
ingmar de lange / futurelab

2. FUTURELAB
part 1.
introduction

3. FUTURELAB
futurelab
marketing strategy consultants
that drive pro t through
customer centricity & innovation.
Amsterdam Athens Berlin Brussels Bucharest Chicago Hamburg Helsinki Iasi Kiev
London Melbourne Miami Milton Keynes Moscow Prague Shanghai The Hague Valencia

4. FUTURELAB
30+ world-class In-house desk Strong allies for International
associates acting as research and trend implementation & publications & thought
“one global team” analysis resources measurement support leadership
• Remarkable practice research • 75K regular blog readers
• Social Media Analysis • +100,000 readers of
• Presentation Development presentations & papers
• Innovation Studies • regular speaking & media
• Trend Analysis appearances
• General Desk Research • on a mission to change
the marketing profession

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6. FUTURELAB
there is no box
this talk is about marketing innovation.
the essence: there is no box.

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part 2.
why this is

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innovation is not just about new products.
it is everywhere.

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PR
ESS
ICE
OC
PR
PRODUCT PROMOTION
PEO
CE
PLE
PLA
marketing is not just about new promotions.
innovation is the promotion.

10. marketing has become a xed set of systems. a factory.
means became an end. the essence went to the background.

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marketing is simply about:
what can I do for you? in every way I can.

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Source: Mohan Sawhney, ©2002

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nike+ is a platform that gives running a new dimension.

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at teaches you how to drive fuel efficiently by improving your driving
style.

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amazon uses its advertising budget to offer a free delivery service.

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bestbuy uses twitter to offer a personal marketing service to a large
audience

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nokia is connecting people by providing silent environments to make
phone calls.

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virgin atlantic makes it easier to share a cab, which will improve your
whole travel experience.

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it’s marketing as a service.
these approaches have two things in common.
it’s useful
it’s a
promotion

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part 3.
why this
happens

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online products and service can now be reproduced at almost
zero costs. just like a communication message.
the digital age transforms them into a new mass medium.

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domino’s pizza shows you the realtime status of your pizza, from order to
delivery. this service was a popular viral, and thus also became a message.

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digital is everything.

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there’s too much advertising and it will become less effective.

25. thanks to mobile and
social media brands can
now be 24/7 present in
the daily lives of
consumers.
if they can add value on a
24/7 basis.

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zipcar: use your phone to book, nd and open your rental car.

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rabobank initiated a social payments service with hyves, holland’s
largest social network.

28. everything is a service provider.
everything is a message.
it all blends together.

29. FUTURELAB
part 4.
how to do it

30. two departments should be integrated
business
development
marketing

31. customer
approach
systems
approach
it’s about a customer centric strategy
how can we make the customer’s need central to everything?

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tesco shows you which supermarket has the lowest prices. even ‘we are
cheap’ can be turned into a service.

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nutricia introduced an airport diaper changing lounge to care for your
baby.

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hp teaches you how to use computers and software (from many different
brands).

35. problem information alternative purchase post-
purchase usage
recognition search evaluation decision purchase
customer journey
how can eye-catching services improve the customer journey?
35

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amazon shows you that a book is cheaper at amazon when you are about to
buy one in a book store.

37. albert heijn helps you to manage your shopping list.

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gap will give you your money back if prices drop.

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part 5.
important
things

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start with an insight, not with an idea.

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hi charges your phone battery at music festivals. a strong insight, since
phone charging became an indispensable part of overnight music festivals.

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don’t use demographics when you think about an innovation. use an
activity. it’s not about who your consumers are. it’s about what they do.
running nike nike+
reading amazon free delivery
communicating nokia silence booth
driving at ecodrive

43. FUTURELAB
what’s important, is that there’s a t between your innovation and your
brand.
Frustration Aspiration
high involvement
Brand can make Brands can inspire
things simpler
Sports
Assurance Nike+
Nationwide Mobile
Irritation Fun
low involvement
Brands can make Brands make
things easier things more fun
Toilet paper Beer
Charmin Sit or Squad Wieckse Sun Radar
original model:
negative motivation positive motivation rossiter & percy

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charmin makes it easier to nd free, clean public restrooms. this ts the
low involvement category of a toilet paper brand.

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nationwide lets you manage all the paperwork on the spot after you had an
accident. this nicely reduces the irritation associated with insurances.

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this is a process. not a product.
nd a unmet need.
develop a solution and go beta fast.
then adjust it. and adjust it again.
let it grow organically.
when it’s ready, communicate it.

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part 6.
roundup

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be useful

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there is no box

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thank you!
ingmar de lange
idl@futurelab.net