Marketing Innovation - small budgets, BIG IMPACT. Speech by Monty C. M. Metzger. http://blog.monty.de Contact me at monty (at) aheadoftime (dot) de

1. Marketing
Innovation
Small budgets, big impact.
Marketing Event Börse, Düsseldorf
17.09.2007

2. GfM Special Media 3.0, August 2007 © 2007 CScout Trendberatung

3. The future is here.
It‘s just not widely
distributed yet.
William Gibson
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

4. Since 1997 CScout reports
directly from
the global Hot-Spots
keeping your fingers
on the pulse.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

5. CScout is translating
new market developments
into new profit opportunities.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

6. We are Screening & Monitoring
Trends from
early signals to
radical innovations.
High
Climax:
Mass Market
Early Adoptors:
Impact
Trend-Setters Followers:
Fast & Late Followers
Innovators:
Lead Users
Retro Trends
Low
Low High
Duration
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

7. How we work...
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

8. What we do...
Trend Management System Executive Trend Tours TrendPool - Database
Trend Reports
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

10. Impact is not created by
big budgets, it is created
by innovative
marketing approaches.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

11. Product Marketing
Innovation Innovation
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

12. Changing Media Landscape
+ WE, THE MEDIA
MANY-TO-MANY
MY MEDIA
HOT
HOT
Consumer control & engagement
ONE-TO-ONE
NICHE MEDIA
Social Media
ONE-TO-FEW WARM
WARM
Personal Media
MAINSTREAM MEDIA
ONE-TO-MANY FRESH
Segmented Media FRESH
COLD
COLD
Mass Media
-
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

14. Media becomes
„Human“
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

15. Today software enables anybody
to become an author, journalist
or film maker.
Attention Economy -
Self-representation
‣through avatars (online gaming),
‣voice (podcast) and
‣as actor (video) or
‣author (weblogs).
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

16. Participatory culture -
sharing and participating is
spreading in the digital world.
A
Creative Class.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

17. Personal Broadcasting
is used for Marketing.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

18. Users create value via Tagging.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

19. TV 2.0
is changing
the way you
watch TV.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

20. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

21. Users create their own TV-Ads.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

22. Watch joost
and interact,
chat, comment,
rate or
select your
favorites.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

23. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

25. Viral Marketing is very
powerful today.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

26. Different possibilities to
create a big effect with
small budget:
- „Word of mouth marketing“, is
a highly valued marketing tool for
advertisers.
- The receiver of word-of-mouth
referrals tends to believe that the
communicator is speaking
honestly. The receiver relies on
the information
- A very successful word-of-
mouth promotion creates
„buzz.“
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

27. 4 different rules to produce good
word of mouth marketing:
Be Interesting:
Nobody talks about boring companies,
boring products, boring ads.
Smart idea: is always the key
for a succesfull business
Find a megaphone: via Blogs,
Youtube, Forum, eMail, persons with a huge
and heterogenous network
Build trust through emotions and
excellent service: people like to buy from
companies or people that they know and trust
-> relationship with customer
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

28. Online Social Networks are used Marketing.
Joga Bonito
http://www.youtube.com/watch?v=H3q-gL9HN84
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

29. Club of Pioneers
- BMW aims to gather
individuals
and institutions, who care about
creating an earth-friendly future,
on a new plattform.
- every member has his own
profile,
can write a blog, discuss in
forums
www.clubofpioneers.com
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

30. Viral Videos are used for Marketing.
http://www.vwfeatures.com/
http://www.youtube.com/watch?v=cv157ZIInUk
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

31. VW Features
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

32. Volvo
The Volvo Car Corporation has
built a mini-Volvo that takes care
of very special transport
requirements during the
European Athletics
Championships in Gothenburg.
http://www.youtube.com/watch?
v=pQXMQE3RX9Q
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

33. Facebook
- Initially built for college and university
students in 2004
- With over 30 million members worldwide,
Facebook is 7th most visited site in the
United States and sees over 15 billion
pageviews every month.
- In May 2007, Facebook took a big step
forward by opening the Facebook Platform,
which allows developers to build third-party
applications for use within Facebook’s user
interface.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

34. Gmail Accounts
- Google did no spending in marketing.
They created scarcity by giving out Gmail
accounts only to a handful of
users. their bidding for Gmail invites on
eBay.
- Demand was created by limited supply.
- Gmail Invitations were even auctioned
on Ebay.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

35. Mini Guerilla
The Antwerp Miniature City is a tourist
attraction in Antwerp; it’s the tiny version of
the city of Antwerp.
Johan Van Oeckel, a freelance concept and
art director, did some work to promote the
mini city with a keen take on the concept:
hit & run advertising, but in its tiniest form.
The first image is a miniature ‘publimobile’, or in other words: a 2.
truck designed to drive around ads, something you see very often
1.
(especially on busy shopping days).
The second one is a miniature version of a typical street ad - a
small billboard, very often with a city map on the back and placed
on the sidewalk.
The third one is a miniature version of a Vespasius ad, which are
placed in public restrooms and in bars, restaurants etc.
3.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

36. Axe Fantasy
In order to promote the new site Axe
Fantasy, Axe, the preferred body spray of
the horny and vacuous, placed small denim
skirts over mousepads in cyber cafes,
complete with the Axe name and the
address of the Web site.
You have to stick your hand under the skirt
in order to move the mouse around.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

37. Schweppes Fountain
Here’s a new ambient campaign for
Schweppes. A whole lot of fountains in
different European countries (Germany,
Switzerland, Sweden, Norway, …) was
dressed as a bottle of Schweppes, thus
illustrating in real life the sparklingness of a
Schweppes.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

38. Artfields
A German company named
Artfield has been creating
outdoor ads since the
nineties, and they’re quite
good at what they do. The
designs are especially aimed
for sky traffic and often
cover very large fields.
A good way to get the
message through, if you can
find a farmer who’s willing to
give up his harvest in
exchange for enough cash to
make this happen.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

39. Stop‘n Grow
Great work for Stop n’
Grow, a solution against
nail biting.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

40. Fiat Ducato
Maybe a supermarket is not
the ideal place to find the
target for Ducato, the best-
selling van from Fiat, but I
think this guerrilla action has
a great idea.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

41. Overpoort Bowl
Various „spherical objects“
transformed into bowling
balls with stickers to
promote bowling and
poolbar Overpoort Bowl.
(Found in Belgium)
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

42. World Water Day
For World Water Day, more
than 500 of these Green
Belgium stickers were stuck
in washbasins in cinemas,
pubs, restaurants, public
toilets, universities and
stations in nine Belgian cities
and in Mexico City (where
the 2006 World Water
Forum was held).
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

43. Bergmann funeral services
Come a little closer
and you might need the
funeral services from
Bergmann. Seen in the
Berlin subway.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

44. Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

45. Marketing
Innovation
is created by
Inspiration.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

46. Markerting
CScout is helping
Innovation
you to keep
is an essential
ahead of time.
Strategy.
Viral Marketing
Media
is key to success.
becomes
human.
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung

47. Let‘s get it started....
CScout thank you for listening
CScout USA, Headquarters
CScout Trendberatung GmbH
Tumblingerstr 2
80337 München, Germany
Monty Metzger
Managing Director
CScout Japan eMail: monty@cscout.com
Tel:. +49 (0) 89 - 23 22 56 75
Private Blog: www.monty.de
TrendBlog & Newsletter
www.cscout.com
CScout China
Marketing Innovation: kleines Budget, große Wirkung / Marketing & Eventbörse, Düsseldorf 17. September 2007 © 2007 CScout Trendberatung