the new marketing agenda 2010
Post on 14-Sep-2014
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Are the 4Ps dead? Not quite. But they start with the customers, and work in new ways ... inspiring, engaging, connecting and enabling people to do more.TRANSCRIPT
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The New The New Marketing Agenda
Peter Fisk
theGeniusWorks.com
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iPad
48 hours ago at the Yerba Buena Center San Francisco
theGeniusWorks.com
48 hours ago at the Yerba Buena Center, San Francisco ...
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iPad
Steve Jobs walked on stage to tell his latest story
theGeniusWorks.com
... Steve Jobs walked on stage to tell his latest story ...
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iPad
i t d i hi “ i l d l ti ” d itheGeniusWorks.com
... introducing his “magical and revolutionary” new device ...
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iPad
d th itti d t t it j t lik f ldtheGeniusWorks.com
... and then sitting down to try it, just like one of you would ...
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iPad
h it ld h th ld d d ltheGeniusWorks.com
... how it would change the way you could read and learn ...
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iPad
d h h d it i ht k lif littl b tttheGeniusWorks.com
... and he hoped it might even make you life a little better ...
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Business to Customer
theGeniusWorks.com
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Everyone to IndividualEveryone to IndividualRational to EmotionalFunction to Desire
theGeniusWorks.com
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theGeniusWorks.com
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Marketing = Broadcast
theGeniusWorks.com
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Marketing = Broadcast
theGeniusWorks.com
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Customerbroader
BusinessBusiness
broaderview
narrowview
narrowview
Business Customer
Seeing things differently ...
theGeniusWorks.com
g g y
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TrustedRelevantRelevantDifferentConvenientR iblResponsible
theGeniusWorks.com
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3000 “lead users” t t i d d t
4.0 million worldwide users register their details enabling a personal
co-create customised products and recommend others
8.6 million worldwide users participate directly with Lego in their online community,
but are not registered by name
their details enabling a personal dialogue and relationship
20.4 million customers worldwide bought a Lego set in the past 12 months for their own or other active
households
but are not registered by name
theGeniusWorks.com
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SimpleSimpleEnabling
Aspirational
theGeniusWorks.com
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Being greenCaring about our
SimplicityEasy and simplifyCaring about our
world ...
Dislike of greed
Easy and simplifymy life ...
Distrust in brands
Before After Before After
Dislike of greedHappier with what we have ...
Distrust in brandsCompanies cantbe trusted ...
Before After Before After
Being ethicalLess caring aboutothers
More realMore wholesome, less wasteful
Before After Before After
others ...
Less frivolous
less wasteful...
In control
Before After Before After
Less frivolousMore authenticExperiences ...
In controlIntelligent, promiscuousshoppers ...
Before After Before AfterBefore After Before After
The new marketing agenda ...
theGeniusWorks.com
g g
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Marketing = Engagement
theGeniusWorks.com
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Restart BUSINESSin times of crisis and change
• West to East• Mass to Niche• Volume to Profit
Crisis as opportunityCrisis as opportunity
• From Edison and Gates• Green• Women
Net orks• Networks• To Aldi and Zopa
Redefining markets
• From Swatch and Apple• Purpose• Audience• Propositions• To Karla and Nokia• To Karla and Nokia
Changing business models
• From IBM and Skypeyp• Partners• Channels• Services• To Air Asia and Current TV
theGeniusWorks.com
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theGeniusWorks.com
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Restart BUSINESSin times of crisis and change
• West to East• Mass to Niche• Volume to Profit
Crisis as opportunityCrisis as opportunity
• From Edison and Gates• Green• Women
Net orks• Networks• To Aldi and Zopa
Redefining markets
• From Swatch and Apple• Purpose• Audience• Propositions• To Karla and Nokia• To Karla and Nokia
Changing business models
• From IBM and Skypeyp• Partners• Channels• Services• To Air Asia and Current TV
theGeniusWorks.com
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P dProductPricePrice
PromotionPlace
theGeniusWorks.com
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P dProductPricePrice
PromotionPlace
theGeniusWorks.com
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ProductPrice
P iPromotionPlacePlace
BrandInnovationInnovationCustomer
theGeniusWorks.com
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ProductPrice
P iPromotionPlacePlace
BrandInnovationInnovationCustomer
theGeniusWorks.com
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ProductProductPrice
PromotionPlPlace
BrandInnovationCustomerCustomer
theGeniusWorks.com
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Product EnablingProductPrice
EnablingParticipating
PromotionPl
p gStorytellingC tiPlace Connecting
Brand InspiringInnovationCustomer
CollaboratingPersonalisingCustomer Personalising
theGeniusWorks.com
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Product EnablingProductPrice
EnablingParticipating
PromotionPl
p gStorytellingC tiPlace Connecting
Brand InspiringInnovationCustomer
CollaboratingPersonalisingCustomer Personalising
theGeniusWorks.com
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Product EnablingProductPrice
EnablingParticipating
PromotionPl
p gStorytellingC tiPlace Connecting
Brand InspiringInnovationCustomer
CollaboratingPersonalisingCustomer Personalising
theGeniusWorks.com
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Nike ID
It’s all about youy
Customers more personal more relevant more purpose
theGeniusWorks.com
Customers ... more personal, more relevant, more purpose ...
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Product EnablingProductPrice
EnablingParticipating
PromotionPl
p gStorytellingC tiPlace Connecting
Brand InspiringInnovationCustomer
CollaboratingPersonalisingCustomer Personalising
theGeniusWorks.com
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Legog
Co-creatingg
Innovation more creative more collaborative more useful
theGeniusWorks.com
Innovation ... more creative, more collaborative, more useful ...
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Product EnablingProductPrice
EnablingParticipating
PromotionPl
p gStorytellingC tiPlace Connecting
Brand InspiringInnovationCustomer
CollaboratingPersonalisingCustomer Personalising
theGeniusWorks.com
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Virgin Galacticg
Inspiring dreamsp g
Brands more inspiring more meaningful more aspirational
theGeniusWorks.com
Brands ... more inspiring, more meaningful, more aspirational ...
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Product EnablingProductPrice
EnablingParticipating
PromotionPl
p gStorytellingC iPlace Connecting
Brand InspiringInnovationCustomer
CollaboratingPersonalisingCustomer Personalising
theGeniusWorks.com
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Nintendo Wii
You can do more
Products more experiential more holistic more enabling
theGeniusWorks.com
Products ... more experiential, more holistic, more enabling ...
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Product EnablingProductPrice
EnablingParticipating
PromotionPl
p gStorytellingC tiPlace Connecting
Brand InspiringInnovationCustomer
CollaboratingPersonalisingCustomer Personalising
theGeniusWorks.com
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ThreadlessThreadless
Being part of it
Threadless
Being part of itg pBeing part of it
Price more contextual more value based more participative
theGeniusWorks.com
Price ... more contextual, more value-based, more participative ...
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Product EnablingProductPrice
EnablingParticipating
PromotionPl
p gStorytellingC tiPlace Connecting
Brand InspiringInnovationCustomer
CollaboratingPersonalisingCustomer Personalising
theGeniusWorks.com
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Obama Campaignp g
Engaging peopleg g g p p
Promotion More storytelling more advocacy more trusted
theGeniusWorks.com
Promotion ... More storytelling, more advocacy, more trusted ...
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Product EnablingProductPrice
EnablingParticipating
PromotionPl
p gStorytellingC tiPlace Connecting
Brand InspiringInnovationCustomer
CollaboratingPersonalisingCustomer Personalising
theGeniusWorks.com
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Zipcarsp
Wherever you arey
Place more networked more mobile more convenient
theGeniusWorks.com
Place ... more networked, more mobile, more convenient ...
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theGeniusWorks.com
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Marketing is aboutinspiring and engaging, connecting and enablingconnecting and enabling
people to do more
theGeniusWorks.com
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theGeniusWorks comtheGeniusWorks.com
theGeniusWorks.com
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Peter Fisk is a best-selling author and inspirational speaker, an advisor to leading companies around the world and an experienced business leader. He was recently described by Business Strategy Review as “one of the best newwas recently described by Business Strategy Review as one of the best new business thinkers.”
His new book Customer Genius provokes you to rethink how to do business -from the outside in – and how customer –centric thinking is the best route to profitable growth, particularly at times of fundamental change.p g , p y g
He is also author of the best-selling Marketing Genius which explores the left and right-brain approaches to competitive success, and has been translated into more than 28 languages. Customer Genius the challenge of doing business on customers terms, when, where and how they want, and People Planet Profit y pwhich explains how to grow your business, whilst doing good ethically, socially and for the environment.
Peter is CEO of the Genius Works, a strategic innovation business that works with senior management to “see things differently” – to develop and implement more inspired strategies for customers, innovation and marketing. The Genius Lab is a accelerated innovation consulting process , Zoom Ventures bring together business investors and social entrepreneurs, and The Fast Track combines leading edge learning with fast practical solutions for implementation.
He was the transforming CEO of the Chartered Institute of Marketing, the world’s largest marketing organisation. He led the strategic marketing consulting team of PA Consulting Group where he advised business leaders in every different sector, and many parts of the world, was managing director of specialist measurement firm Brand Finance, and partner of The Foundation.
He has worked with companies large and small, public and private sectors. His clients include American Express and Coca Cola, Lastminute.com and Marks & Spencer, Microsoft and O2, Orange and Red Bull, Shell and Virgin, Vodafone and Volkswagen. He encourages leaders to take new perspectives, to learn from new places to think and act differently and deliver extraordinary results
theGeniusWorks.com
from new places, to think and act differently, and deliver extraordinary results.
[email protected] www.theGeniusWorks.com
.