sdl 02 new marketing 2015
TRANSCRIPT
© Florian Vollmer 2015
Georgia Institute of Technology – School of Industrial Design
ID 6214A Strategic Design Language 2015
02 New Marketing
© Florian Vollmer 2015
Product
The Evolution of Design (Thinking)
Experience
Organization
© Florian Vollmer 2015
PrimarySecondary
Stakeholder (Relationship!) Mapping
Tertiary
© Florian Vollmer 2015
Marketing – An Integration Force
Product
Experience
Organization Primary
Secondary
Tertiary
Design Stakeholder Engagement
New Marketing
© Florian Vollmer 2015
Marketing Context
© Florian Vollmer 2015
Lifelong Learning
© Florian Vollmer 2015
Number of Possible Touchpoints
Qty
Time
© Florian Vollmer 2015
The Marketing Funnel
Consideration Pre-Selection Selection Purchase
© Florian Vollmer 2015
Sustainable: The Marketing Cycle
Evaluate
Consider
Advocate
Endorse
Purchase
Brand Loyalty
Edelman, HBR 2010
© Florian Vollmer 2015
Sustainable: The Marketing Cycle
Evaluate
Consider
Advocate
Endorse
Purchase
Brand Loyalty
Edelman, HBR 2010
1. Once established, more Predictive 2. Manageable Cost 3. Customers as Partners & Authors 4. New Marketing
Inner Circle
1. Expensive 2. Uncertain 3. The Unknown Customer 4. Old Marketing
Outer Circle
© Florian Vollmer 2015
Evaluate
Consider
Advocate
Endorse
Purchase
Brand Loyalty
Edelman, HBR 2010
Processes Remain, Tools and Channels are Ever Changing
PrintOnline
ConversationOnline Reviews
CatalogApp
SearchRecommendation
© Florian Vollmer 2015
Maximizing Lifetime Customer Value
Customer Lifetime Value
Marketshare
© Florian Vollmer 2015
Marketing & Product Development In the Age of Globalization und Commodification
© Florian Vollmer 2015
– A.G. Lafley, CEO P&G
“We need to reinvent the way we market to consumers. We need a new model.”
© Florian Vollmer 2015
Integrative Innovation
Distribution
Marketing
Design
CX DesignDesign for Production
Customization 2.0
© Florian Vollmer 2015
© Florian Vollmer 2015
Globalization & Commodification
Design Thinking and (Co-) Creative Processes
Leadership through Marketing and Integrative Design Thinking
Design, Quality, Price
© Florian Vollmer 2015
Design, Quality, Price
© Florian Vollmer 2015
Quality: A Given
© Florian Vollmer 2015
Durable Goods in Private Households2013
Phone/ Mobile
Fridge
TV
Laundry Mashine
Camera
Car
Dishwasher
0 25 50 75 100
Date for Germany: Statistisches Bundesamt, Wiesbaden 2013
© Florian Vollmer 2015
Elevated Design Standards
© Florian Vollmer 2015
Points of Differentiation?How to Create Unique
© Florian Vollmer 2015
© Florian Vollmer 2015Work Example from www.inreality.com
© Florian Vollmer 2015
Stories & Relationships
© Florian Vollmer 2015
Globalization & Commodification
© Florian Vollmer 2015
Design
Marketing
Production
Internation Manufacturing and Marketing
Production
Design
Market Research
© Florian Vollmer 2015
Innovation Backlog in Marketing
0 22.5 45 67.5 90
Asien USA Europa
“Marketing has to reinvent itself”
BrandEins, 02/2015
© Florian Vollmer 2015
StorybrandsTraditional Methods Disruption
Kotler, Sachs, other
© Florian Vollmer 2015
Stories and Relationships Points of Differentiation
© Florian Vollmer 2015
Design Thinking and (Co-) Creative Processes
© Florian Vollmer 2015
Order and ChaosCreativity: An Interplay of
© Florian Vollmer 2015
Innovation & Change Management
Co-Creation Design Thinking
Goals Concepts Implementation
Marketing Enterprise
Design
© Florian Vollmer 2015Work Example from www.inreality.com
Stakeholder Engagement and Co-Creation
© Florian Vollmer 2015Work Example from www.inreality.com
© Florian Vollmer 2015
Personas
Gretchen the Gen Y – Social Sciences Student Social life takes priority over most anything, especially sleep.
Texting is the number one way to communicate. Status is
important to her. While a good mattress is important, it needs
to be practical, keeping her spin classes, happy-hour, and
high-end fashion flash sales in mind too – everything needs to
fit in her budget!
Does: ● Goes to a major college, lives about 20 minutes away ● Rock climbing and anything outdoors ● Works 20 hrs/ week as a paid intern in a law office
Loves: ● Socializing ● Sharing purchases with her friends ● Ask for opinions before buying ● Trying things on or looking at them in a store, but then buying them on her mobile device ● Loves Google Now, gives her all the information that she wants ● Organic food
Avoids: ● Volunteering too much information about herself to organizations (she thought she would give Google
Now a try, and delete if from her phone, but the utility is overcoming any privacy concerns here) ● Buying anything she does not need, money is a bit tight
Dreams of: ● Making a difference ● Being part of a company with a really cool culture one day ● Combining professional work, meaningful volunteering, and a family soon
Page 3 of 7 – © InReality 2015
RSA: Sue the Connector Sue got a retail job because she needs to provide for her
family. Not what she was dreaming of when she was young,
she was hoping to become a nurse practitioner – but did not
finish her degree.
Believing in giving her best no matter what life throws at her,
she is eager to learn and grown in this new job.
Does: ● Work the floor 6 days a week ● Takes the early shift because she needs to pick up the kids from school and make family dinner every
night ● Reads for relaxation
Loves: ● Her family ● Helping others ● Connecting people ● Learning
Avoids: ● Going above and beyond. She took this job for its clearly defined start and end time ● Talking about products she is not 100% familiar with (she feels a bit bad at times that she forgets
details of products the store does not sell every single day)
Dreams of: ● Finishing her degree one day, when the kids are a bit older ● Taking a long family vacation ● Making a difference for people
Page 6 of 7 – © InReality 2015
RSA: Old School Jim Jim got promoted from RSA to manager 10 years ago. He is into
old-school selling and has his secret formula that has worked for
forever. He recently heard about CX and wants to learn about it, but
is a bit sceptical. He just got a smartphone and is learning how to
use it slowly.
Does: ● Work 6 days/ week, during the holiday season 7 days/ week ● Usually takes the late shift to close the store at 10:00 pm, stays late, often until 11:00 or later to finish
some paperwork ● He has little time for anything else, but likes to work out in the morning
Loves: ● Learning ● Working smarter, not harder ● Good food and his friends ● Learning about new products when they are shelved ● Building a connection with his customers
Avoids: ● Corporate politics, he simply wants to do the best possible job in his store ● Conflict. He likes giving feedback, but really focuses on the positive ● Scripted interactions. He wants to give every situation and person the right attention
Dreams of: ● Working less because his team “got it” ● Developing different training methods for his company, something that is truly authentic
Page 5 of 7 – © InReality 2015
RSA: Holden the Geek Holden just finished his BA in Art History and is trying to figure
out his next moves.
He’s taken a retail job because it’s easy and convenient to find a
job, and with his interest in psychology, he figures he can make a
pretty good commission, saving up for whatever is next.
He is used to the latest digital tools for communication.
Does: ● Ride a single speed ● Reads the latest tech blogs ● Reads a lot of (actual) books
Loves: ● His freedom ● Learning something new every day ● Interacting with people and giving them as much information as possible
Avoids: ● Things that bore him
Dreams of: ● Traveling for a year or so ● Getting a Master’s degree ● Working for a startup
Page 7 of 7 – © InReality 2015
Dan the Digital Native Loves social media, Pinterest, and Snap-chat... His fast
paced lifestyle requires him to be connected 95% of the
time. He doesn’t have time for conventional shopping,
Amazon Prime is hiore go-to and he is dialed into the
latest technology and gadgets that his mobile apps
curate for him. Can do 3 things at the same time, and
looks for a good night’s sleep to give him the energy he needs to perform during
his busy day and social life. If 6 hours is all he can afford, it better be a great 6
hours!
Does: ● Grad School / App developer for Marketing Company ● Soccer ● Flight school ● Drives a Hybrid environmentally friendly car
Loves: ● Sports ● Well Curated Food ● Gaming ● Sharing experiences with friends ● Spending time doing “fun” things ● Instant gratification ● Watching TV, Movies and getting information on his own schedule. Has not watched “tv” and
regularly-scheduled shows except for sports in years
Avoids: ● Brick and mortar stores ● Lines or anything that requires a lot of time ● Spending time on buying stuff
Dreams of: ● A world that suggests what he may need ● Seamless experiences (“why should I search for anything?”
● Having as much time for himself and his friends as possible
Page 2 of 7 – © InReality 2015
Robert the Baby Boomer – Enjoying Life At this stage in life, it’s all about quality and trust. Enjoys
reputable brands, that reflect choice materials and expert
craftsmanship. Recently got a smartphone and loves it.
Does everything on it, keeps lists with Evernote and his
family shares photos frequently. Loves staying in touch
with family and children via Facetime. Values experiences
and makes time for the important things.
Does: ● Early retirement from a management position ● Works part time as management consultant ● Volunteers in various organizations ● Charcoal Sketches
Loves: ● Road biking ● Riding around in his convertible ● Discovering new restaurants and art galleries ● Spending money on quality and considered purchases
Avoids: ● Complexity. The fact that there are 200 different kinds of mustard at his grocery store drives him crazy.
Grey Poupon and done. He filters out everything else ● Stress. He takes his time to do it right ● Suburbs. He recently re-discovered the beauty of downtown living. Different, but so much more to do
in walking distance.
Dreams of: ● Traveling around the world with his wife ● Building the home of his dreams. Now he has the time and the money to build a truly custom home ● His first solo exhibition
Page 4 of 7 – © InReality 2015
© Florian Vollmer 2015
THE BUYER’S JOURNEY
Awareness Planning
word-of-mouth reviewsexpectations
How does the user know
about service?
How can the service value
be communicated?
choose rentalresearch locationplan activities
What is the process?
How could the service
be marketed during
planning?
Could the service make
planning easier or
better?
Arrive Discover Adopt Inform Purchase
ServicePre-Service
find locationenter rental property
When does the user
need exposure to
service info?
Is the property denoted
with any decals or
branding?
see service graphicexplore propertysee ‘tagged’ items
How should the service
be communicated?
What does the user
need to know?
What are the critical
interactions?
download appset up account
In-app tutorial?
Is it easy to use?
What should the user be
able to do?
How long does set up
take?
scan ‘tag’read apt “catalogue”read product info
What is the interaction?
What should the ‘tag’ look
like?
What info does the user
really want?
save to favoritesconfirm purchasechoose shipping options
Push reminders for saved
items?
How is purchase
recorded?
What options should be
available?
Emotional State Mild
Stress Curious Serious Happy /Excited
This is so cool! I can learn
© Florian Vollmer 2015
Arrive Discover Adopt Inform Purchase Evaluate Share
Service Post Service
enter rental property
hen does the user
need exposure to
Is the property denoted
with any decals or
see service graphicexplore propertysee ‘tagged’ items
How should the service
be communicated?
What does the user
need to know?
What are the critical
interactions?
download appset up account
In-app tutorial?
Is it easy to use?
What should the user be
able to do?
How long does set up
take?
scan ‘tag’read apt “catalogue”read product info
What is the interaction?
What should the ‘tag’ look
like?
What info does the user
really want?
save to favoritesconfirm purchasechoose shipping options
Push reminders for saved
items?
How is purchase
recorded?
What options should be
available?
CX surveycustomer supportwrite review
How is experience
measured?
How are damaged
products handled?
How are reviews
encouraged?
tell friendsshare on web or social
How is sharing
encouraged?
Can sharing be
incentivized?
What do users like to
share? Why?
Curious Serious Happy /Excited
Happy / Satisfied
This was really convenient.This is so cool! I can learn
© Florian Vollmer 2015
THE BUYER’S JOURNEY
Awareness Planning
word-of-mouth reviewsexpectations
How does the user know
about service?
How can the service value
be communicated?
choose rentalresearch locationplan activities
What is the process?
How could the service
be marketed during
planning?
Could the service make
planning easier or
better?
Arrive Discover Adopt Inform Purchase Evaluate Share
Service Post ServicePre-Service
find locationenter rental property
When does the user
need exposure to
service info?
Is the property denoted
with any decals or
branding?
see service graphicexplore propertysee ‘tagged’ items
How should the service
be communicated?
What does the user
need to know?
What are the critical
interactions?
download appset up account
In-app tutorial?
Is it easy to use?
What should the user be
able to do?
How long does set up
take?
scan ‘tag’read apt “catalogue”read product info
What is the interaction?
What should the ‘tag’ look
like?
What info does the user
really want?
save to favoritesconfirm purchasechoose shipping options
Push reminders for saved
items?
How is purchase
recorded?
What options should be
available?
CX surveycustomer supportwrite review
How is experience
measured?
How are damaged
products handled?
How are reviews
encouraged?
tell friendsshare on web or social
How is sharing
encouraged?
Can sharing be
incentivized?
What do users like to
share? Why?
I can’t wait for this trip.
Emotional State Mild
Stress Curious Serious Happy /Excited
Happy / Satisfied
Confused Annoyed AngryMild Stress Frustrated
This was really convenient.This is so cool! I can learn everything right from the app.
That was quick.This sounds like a cool service.
How do I return this?This is way too hard to use.
How does this work?
Ugh.
© Florian Vollmer 2015
Stories and Relationships Points of Differentiation Challenge & Chance: Group
© Florian Vollmer 2015
Leadership Marketing and Design
© Florian Vollmer 2015
Customer
New Organizational Structures
Product
Product-Manager Focus
Rust, Mooreman and Bhalla, HBR 2010
© Florian Vollmer 2015
Customer
New Organizational Structures
Product
Product
Customer
Product-Manager Focus Customer-Manager Focus
Rust, Mooreman and Bhalla, HBR 2010
© Florian Vollmer 2015
The 4Ps of Marketing
Product Place Promotion Price
Jerome McCarthy
© Florian Vollmer 2015
The 7Ps of Marketing
Product
Place Promotion
Price
Packaging
Positioning
People
© Florian Vollmer 2015
Centralized MarketingBottlenecks in Capacity and Creativity, limited Effectiveness
Market
Enterprise
© Florian Vollmer 2015
Integrative MarketingSuccess Factor Design Thinking und Group Processes
Homburg/ Krohmer
Internal External
© Florian Vollmer 2015
Stories and Relationships Points of Differentiation Challenge & Chance: Group Distributed Responsibilities
© Florian Vollmer 2015
Experience-Focused Brands
© Florian Vollmer 2015Picture: http://www.automobilemag.com/features/news/1505-porsche-opens-new-headquarters-test-track-in-atlanta/
© Florian Vollmer 2015
Stories and Relationships Points of Differentiation Challenge & Chance: Group Distributed Responsibilities Continuity
© Florian Vollmer 2015
Integrative Thinking and Processes
© Florian Vollmer 2015
Marketing 2015: Customer Journey Thinking
Awareness Planning
word-of-mouth reviewsexpectations
How does the user know
about service?
How can the service value
be communicated?
choose rentalresearch locationplan activities
What is the process?
How could the service
be marketed during
planning?
Could the service make
planning easier or
better?
Arrive Discover Adopt Inform Purchase Evaluate Share
Service Post ServicePre-Service
find locationenter rental property
When does the user
need exposure to
service info?
Is the property denoted
with any decals or
branding?
see service graphicexplore propertysee ‘tagged’ items
How should the service
be communicated?
What does the user
need to know?
What are the critical
interactions?
download appset up account
In-app tutorial?
Is it easy to use?
What should the user be
able to do?
How long does set up
take?
scan ‘tag’read apt “catalogue”read product info
What is the interaction?
What should the ‘tag’ look
like?
What info does the user
really want?
save to favoritesconfirm purchasechoose shipping options
Push reminders for saved
items?
How is purchase
recorded?
What options should be
available?
CX surveycustomer supportwrite review
How is experience
measured?
How are damaged
products handled?
How are reviews
encouraged?
tell friendsshare on web or social
How is sharing
encouraged?
Can sharing be
incentivized?
What do users like to
share? Why?
I can’t wait for this trip.
Emotional State Mild
Stress Curious Serious Happy /Excited
Happy / Satisfied
Confused Annoyed AngryMild Stress Frustrated
This was really convenient.This is so cool! I can learn everything right from the app.
That was quick.This sounds like a cool service.
How do I return this?This is way too hard to use.
How does this work?
Ugh.
© Florian Vollmer 2015
Manufacturer Brands
Distributors
Independent Retailers
Agency Customers
Retailer Chains
Flagship & Brand StoresService Providers &
Agencies
© Florian Vollmer 2015
– AMA
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners,
and society at large.
© Florian Vollmer 2015
Conscious Design and Marketing
Phillip Kotler,Northwestern, US Jonah Sachs, US
Alex Osterwalder, Switzerland Raj Sisodia, Bentley, US
© Florian Vollmer 2015
Globalization & Commodification
Design Thinking and (Co-) Creative Processes
Leadership through Marketing and Integrative Design Thinking
Design, Quality, Price
© Florian Vollmer 2015
© Florian Vollmer 2015
Georgia Institute of Technology – School of Industrial Design
ID 6214A Strategic Design Language 2015
02 New Marketing