the new marketing agenda - peter fisk - january 2010
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8/14/2019 The New Marketing Agenda - Peter Fisk - January 2010
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The Newhe New
Marketing
Agenda
Peter Fisk
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iPad
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, ...
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iPad
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... ...
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iPad
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... n ro uc ng s mag ca an revo u onary new ev ce ...
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iPad
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... an en s ng own o ry , us e one o you wou ...
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iPad
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... ow wou c ange e way you cou rea an earn ...
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iPad
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... an e ope m g even ma e you e a e e er ...
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Business to Customer
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Rational to Emotional
Function to Desire
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Marketing = Broadcast
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Marketing = Broadcast
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Customerbroader
BusinessBusiness
view
narrowview
narrowview
Business Customer
Seein thin s differentl ...
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Trusted
Different
Convenientespons e
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3000 “lead users”
4.0 million worldwide users register
co-crea e cus om se pro uc s
and recommend others
8.6 million worldwide users participate directlywith Lego in their online community,
dialogue and relationship
20.4 million customers worldwide bought a Lego set
in the past 12 months for their own or other activehouseholds
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Enabling
Aspirational
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Being greenCarin about our
SimplicityEas and sim lif
world ...
my life ...Before After Before After
Happier with whatwe have ...
Companies cantbe trusted ...
Before Before
Being ethicalLess caring about
More realMore wholesome,
... ...
Before After Before After
More authenticExperiences ...
Intelligent, promiscuousshoppers ...
Before Before
The new marketin a enda ...
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Marketing = Engagement
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Restart BUSINESSin times of crisis and change
• West to East• Mass to Niche
• Volume to Profit
• From Edison and Gates
• Green
• Women• e wor s• To Aldi and Zopa
Redefining markets
• From Swatch and Apple
• Purpose• Audience• Propositions•
Changing business models
• From IBM and Skype• Partners• Channels• Services• To Air Asia and Current TV
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Restart BUSINESSin times of crisis and change
• West to East• Mass to Niche
• Volume to Profit
• From Edison and Gates
• Green
• Women• e wor s• To Aldi and Zopa
Redefining markets
• From Swatch and Apple
• Purpose• Audience• Propositions•
Changing business models
• From IBM and Skype• Partners• Channels• Services• To Air Asia and Current TV
theGeniusWorks.com
8/14/2019 The New Marketing Agenda - Peter Fisk - January 2010
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ro uct
Promotion
Place
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ro uct
Promotion
Place
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Product
Price
romot on
Brand
Customer
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Product
Price
romot on
Brand
Customer
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Price
Promotion
ace
Brand
Innovation
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Price Partici atin
Promotion Storytelling
ace onnect ng
Brand Inspiring
Innovation Collaborating
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Price Partici atin
Promotion Storytelling
ace onnect ng
Brand Inspiring
Innovation Collaborating
theGeniusWorks.com
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Price Partici atin
Promotion Storytelling
ace onnect ng
Brand Inspiring
Innovation Collaborating
theGeniusWorks.com
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Nike ID
It’s all about you
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... , , ...
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Price Partici atin
Promotion Storytelling
ace onnect ng
Brand Inspiring
Innovation Collaborating
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Lego
Co-creating
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... , , ...
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Price Partici atin
Promotion Storytelling
ace onnect ng
Brand Inspiring
Innovation Collaborating
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Virgin Galactic
Inspiring dreams
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... , , ...
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Price Partici atin
Promotion Storytelling
ace onnect ng
Brand Inspiring
Innovation Collaborating
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Nintendo Wii
You can do more
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... , , ...
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Price Partici atin
Promotion Storytelling
ace onnect ng
Brand Inspiring
Innovation Collaborating
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ThreadlessThreadless
Being part of it
Threadless
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... , - , ...
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Price Partici atin
Promotion Storytelling
ace onnect ng
Brand Inspiring
Innovation Collaborating
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Obama Campaigng
Engaging people
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... , , ...
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Price Partici atin
Promotion Storytelling
ace onnect ng
Brand Inspiring
Innovation Collaborating
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Zipcars
Wherever you are
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... , , ...
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Marketing is about
inspiring and engaging,
people to do more
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.
theGeniusWorks.com
Peter Fisk is a best-selling author and inspirational speaker an advisor to
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Peter Fisk is a best-selling author and inspirational speaker, an advisor toleading companies around the world and an experienced business leader. He
“ 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
rofitable rowth, articularl at times of fundamental chan e.
He is also author of the best-selling Marketing Genius which explores the leftand right-brain approaches to competitive success, and has been translated intomore than 28 languages. Customer Genius the challenge of doing business on
customers terms, when, where and how they want, and People Planet Profit which explains how to grow your business, whilst doing good ethically, sociallyand for the environment.
Peter is CEO of the Genius Works, a strategic innovation business that workswith senior management to “see things differently” – to develop and implementmore inspired strategies for customers, innovation and marketing. The Genius Lab is a accelerated innovation consulting process , Zoom Ventures bringtogether 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, theworld’s largest marketing organisation. He led the strategic marketing consultingteam of PA Consulting Group where he advised business leaders in everydifferent sector, and many parts of the world, was managing director ofspecialist measurement firm Brand Finance, and partner of The Foundation.
He has worked with companies large and small, public and private sectors. Hisclients include American Express and Coca Cola, Lastminute.com and Marks &Spencer, Microsoft and O2, Orange and Red Bull, Shell and Virgin, Vodafoneand Volkswagen. He encourages leaders to take new perspectives, to learn
theGeniusWorks.com
rom new p aces, o n an ac eren y, an e ver ex raor nary resu s.
[email protected] www.theGeniusWorks.com
.