Old Versus New Marketing
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This presentation provides an introduction to the shift from the old marketing paradygm to the new one
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Old Versus New Marketing
- 1. Old versus new marketing How to become the purple cow in post-advertising marketing?
- 2. At this moment, the marketing industry is on the edge of a big shift
- 3. You should know, because if developing sustainable innovation, you better leapfrog, and start from the new practice
- 4. The old rule was: Create safe, ordinary products and combine them with mass marke7ng The new rule is: Create truly innovative products, and build the marketing right into it The offer and the message become one again
- 5. Branding? Messaging Experience Old branding paradigm New branding paradigm
- 6. Old Marketing New Marketing • Promising • Demonstra7ng • Messaging • Experience • Sta7c campaigns • Evolving experience • Passive audience • Ac7ve par7cipants • Idealis7c Image • True collabora7ve mission • Consistent style • Diversity of innova7on • Top‐down • BoHom‐up • Illusion • Authen7city
- 7. Buying Being attention Interesting Reach Connect Message Engage Repeat Empower
- 8. Ok, but what about changing behaviour? Not selling… Engage Exemplify “involve people and “lead by example” their community” 4 E’s To mo7vate for Change Enable Encourage “provide the right “make the outcome instruments” a9rac:ve” Peter Tom Jones, Terra Incognita, Effec7eve strategieën voor gedragsverandering
- 9. Engage Exemplify Enable Encourage Tested and approved by change evangelists…
- 10. Downtalking Uptalking Connect with a larger societal tendency Develop promise Connect with people who benefit spreading Campaign with a fake narra7ve Design or program a unique Repeat as much as performance possible
- 11. Brompton = the purple cow of bikes The marketing is part of the design: every use is a live demonstration in the right context, and is in sync with an increasing demand for smart mobility ideas. On top of that: it looks expensive (social status). So you don’t have to feel fallen down from the social ladder anymore when arriving by bike
- 15. Personal Immediate Per4san Official New traditons Habits Spectacular Leadership Organiza7on Trust system Cogni7ve Apprecia7on Faith Atlas Time Play Now Nostalgia Calendar Herd ins4ncts Ini7a7on Crowds Clans Crazes Connec4ng Co‐author Socializing Coopera7ve Local Luxury Concierge Plenty Exclusive Exo7c Provoca4ve Ero7c Cathar7c Scandal Radical Control Personalized Cockpit Compe77on Grading
- 17. Products Brand Company Run London MTV Nike BIZ Jordan Nike Plus Tiger Woods Nike Free Just do it Brazilian Soccer team Nike ID Nike Considered As brands are clusters of cultural idea’s, you can depict them as molecules
- 18. 6. 1. NOW idea: Leadership idea: 10. Installation + Solar Guru Spectacular loan package Media, seminars, idea: Product Get an iconic Company workshops Experience client and trust harvest PR 5. 7. Atlas idea: Cockpit idea: 2. Simulation online Realtime Co-operative reporting idea: Certify consultants 4. As BPS troopers Craze-idea: Brand Did-you-know movie with thought-provoking belief 9. 3. Crowd-idea: statistics and possibilities Faith-idea: Be present on crowdy of solar Collect all knowledge and manifestations and research on renewables demonstrate solar in action 8. on one single platform Clan-idea: Blue Planet Community Advantages Member-gets-member THE BRAND MOLECULE OF ONE OF MY CLIENTS IN THE SOLAR INDUSTRY
- 19. Cut out and keep “Old versus new marketing” • Promising • Demonstra7ng • Messaging • Experience • Sta7c campaigns • Evolving experience • Passive audience • Ac7ve par7cipants • Idealis7c Image • True collabora7ve mission • Consistent style • Diversity of innova7on • Top‐down • BoHom‐up • Illusion • Authen7city
- 20. Thanks for your attention! www.trinity-planning.be