The New Marketing Agenda 2010

The New The New Marketing Agenda

Peter Fisk

theGeniusWorks.com

iPad

48 hours ago at the Yerba Buena Center San Francisco

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48 hours ago at the Yerba Buena Center, San Francisco ...

iPad

Steve Jobs walked on stage to tell his latest story

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... Steve Jobs walked on stage to tell his latest story ...

iPad

i t d i hi “ i l d l ti ” d itheGeniusWorks.com

... introducing his “magical and revolutionary” new device ...

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 ...

iPad

h it ld h th ld d d ltheGeniusWorks.com

... how it would change the way you could read and learn ...

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 ...

Business to Customer

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Everyone to IndividualEveryone to IndividualRational to EmotionalFunction to Desire

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Marketing = Broadcast

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Marketing = Broadcast

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Customerbroader

BusinessBusiness

broaderview

narrowview

narrowview

Business Customer

Seeing things differently ...

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g g y

TrustedRelevantRelevantDifferentConvenientR iblResponsible

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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

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SimpleSimpleEnabling

Aspirational

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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 ...

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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

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

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theGeniusWorks.com

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

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P dProductPricePrice

PromotionPlace

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P dProductPricePrice

PromotionPlace

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ProductPrice

P iPromotionPlacePlace

BrandInnovationInnovationCustomer

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ProductPrice

P iPromotionPlacePlace

BrandInnovationInnovationCustomer

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ProductProductPrice

PromotionPlPlace

BrandInnovationCustomerCustomer

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Product EnablingProductPrice

EnablingParticipating

PromotionPl

p gStorytellingC tiPlace Connecting

Brand InspiringInnovationCustomer

CollaboratingPersonalisingCustomer Personalising

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Product EnablingProductPrice

EnablingParticipating

PromotionPl

p gStorytellingC tiPlace Connecting

Brand InspiringInnovationCustomer

CollaboratingPersonalisingCustomer Personalising

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Product EnablingProductPrice

EnablingParticipating

PromotionPl

p gStorytellingC tiPlace Connecting

Brand InspiringInnovationCustomer

CollaboratingPersonalisingCustomer Personalising

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Nike ID

It’s all about youy

Customers more personal more relevant more purpose

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Customers ... more personal, more relevant, more purpose ...

Product EnablingProductPrice

EnablingParticipating

PromotionPl

p gStorytellingC tiPlace Connecting

Brand InspiringInnovationCustomer

CollaboratingPersonalisingCustomer Personalising

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Legog

Co-creatingg

Innovation more creative more collaborative more useful

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Innovation ... more creative, more collaborative, more useful ...

Product EnablingProductPrice

EnablingParticipating

PromotionPl

p gStorytellingC tiPlace Connecting

Brand InspiringInnovationCustomer

CollaboratingPersonalisingCustomer Personalising

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Virgin Galacticg

Inspiring dreamsp g

Brands more inspiring more meaningful more aspirational

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Brands ... more inspiring, more meaningful, more aspirational ...

Product EnablingProductPrice

EnablingParticipating

PromotionPl

p gStorytellingC iPlace Connecting

Brand InspiringInnovationCustomer

CollaboratingPersonalisingCustomer Personalising

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Nintendo Wii

You can do more

Products more experiential more holistic more enabling

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Products ... more experiential, more holistic, more enabling ...

Product EnablingProductPrice

EnablingParticipating

PromotionPl

p gStorytellingC tiPlace Connecting

Brand InspiringInnovationCustomer

CollaboratingPersonalisingCustomer Personalising

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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

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Price ... more contextual, more value-based, more participative ...

Product EnablingProductPrice

EnablingParticipating

PromotionPl

p gStorytellingC tiPlace Connecting

Brand InspiringInnovationCustomer

CollaboratingPersonalisingCustomer Personalising

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Obama Campaignp g

Engaging peopleg g g p p

Promotion More storytelling more advocacy more trusted

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Promotion ... More storytelling, more advocacy, more trusted ...

Product EnablingProductPrice

EnablingParticipating

PromotionPl

p gStorytellingC tiPlace Connecting

Brand InspiringInnovationCustomer

CollaboratingPersonalisingCustomer Personalising

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Zipcarsp

Wherever you arey

Place more networked more mobile more convenient

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Place ... more networked, more mobile, more convenient ...

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Marketing is aboutinspiring and engaging, connecting and enablingconnecting and enabling

people to do more

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theGeniusWorks comtheGeniusWorks.com

theGeniusWorks.com

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

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from new places, to think and act differently, and deliver extraordinary results.

peterfisk@peterfisk.com www.theGeniusWorks.com

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