Chapter 12 Power New Ideas The ! ! of. The Power of New Ideas ! n The Challenge of Change n New...
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Transcript of Chapter 12 Power New Ideas The ! ! of. The Power of New Ideas ! n The Challenge of Change n New...
Chapter 12Chapter 12
PowerPowerNew IdeasNew Ideas
The The
!!ofof
The Power of New Ideas !
The Power of New Ideas ! The Challenge of Change The Challenge of Change
New Agencies New Agencies
New Media... New Media...The InternetThe Internet New Marketing Services New Marketing Services
New Products New Products
New Ideas & You! New Ideas & You!
The Challenge of Change
The Challenge of Change
The Speed of Change The Speed of Change
Uncertainty More Volatility
Inertia
Uncertainty More Volatility
Inertia
Evaluation accelerates change Evaluation accelerates change
Resistance to Change
Resistance to Change
The Challenge of Change
The Challenge of Change
Information “PowerShift”
Information “PowerShift”
Innovation “The Dilemma”
Innovation “The Dilemma”
The Challenge of Change
The Challenge of Change
Information “PowerShift”
Information “PowerShift”
Individualization “Personalization” is this
The Next “P?”
Individualization “Personalization” is this
The Next “P?”
Innovation “The Dilemma”
Innovation “The Dilemma”
The P’s vs. the C’sThe P’s vs. the C’s Four P’s Four P’s The Four C’s
Consumer Cost Convenience
Communication
The Four C’s Consumer Cost Convenience
Communication It’s all about “The Fifth P” It’s all about “The Fifth P”
People People
Product Price Place Promotion
Product Price Place Promotion
New Products:
New Products: New Trends/Bad News New Trends/Bad News
Slow/No growth More Alternatives Less Time
Slow/No growth More Alternatives Less Time
Campbell’s trying
to add convenience
and quality
Campbell’s trying
to add convenience
and quality
New/Old Products:New/Old Products: Old Trends/Good News Old Trends/Good News
Up in a Down Economy Veggies +
Value
Up in a Down Economy Veggies +
Value
Campbell’s + V-8
A “Green” brand
Campbell’s + V-8
A “Green” brand
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New Products:
New Products: New Trends/Good News New Trends/Good News
High growth Fills Unique Need Saves Time Smart Phones
High growth Fills Unique Need Saves Time Smart Phones
Competition grows rapidly
Competition grows rapidly
New Products:
New Products: And Those New Trends Create
More New Trends … And Those New Trends Create
More New Trends …
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New Agencies:
New Agencies:
Agencies, like all businesses, respond to the market.
New & Growing Segments
Asian-American
Agencies, like all businesses, respond to the market.
New & Growing Segments
Asian-American
Eliot Kang - Kang & Lee
Eliot Kang - Kang & Lee
New Agencies:
New Agencies:
Agencies, like all businesses, respond to the market.
New & Growing Segments
Asian
Agencies, like all businesses, respond to the market.
New & Growing Segments
Asian
Hispanic Hispanic Melissa Lammers Y&R Puerto RicoMelissa Lammers Y&R Puerto Rico
New Agencies:
New Agencies:
Agencies, like all businesses, respond to the market.
New & Growing Segments
Asian
Agencies, like all businesses, respond to the market.
New & Growing Segments
Asian
Hispanic Hispanic Interactive Interactive
Melissa Lammers Y&R Puerto RicoMelissa Lammers Y&R Puerto Ricowww.bmwfilms.comwww.bmwfilms.comwww.R/GA.com
New Media:New Media: New Target Segments New Target Segments
New Hispanic MagazinesNew Hispanic MagazinesLatin Pak - Hispanic DirectLatin Pak - Hispanic Direct
WorldwideGrowth
WorldwideGrowth
THE New Medium...
THE New Medium...
New Media:New Media: New Target Segments New Target Segments
News Corporation Russian OutdoorNews Corporation Russian Outdoor
WorldwideGrowth
WorldwideGrowth
The Beginning… 1969 ARPAnet 1971 e-mail 1986 NSFNET 1987 UUNET 1991 HTML
The Beginning… 1969 ARPAnet 1971 e-mail 1986 NSFNET 1987 UUNET 1991 HTML
The Internet:
The Internet:
Browsers & Web sites Browsers & Web sites
The Internet:
The Internet:
1993 Mosaic “GUI” 1993 600 Web sites 1995 100,000 Web sites!
1993 Mosaic “GUI” 1993 600 Web sites 1995 100,000 Web sites!
The Internet:
The Internet:
1994 First Banners (HotWired) 1994 First Banners (HotWired)
Browsers & Web sites Browsers & Web sites 1993 Mosaic “GUI” 1993 600 Web sites 1995 100,000 Web sites!
1993 Mosaic “GUI” 1993 600 Web sites 1995 100,000 Web sites!
Advertising Choices Advertising Choices
The Internet:
The Internet:
Do You Yahoo?Do You Yahoo?
Destination Sites Micro-sites Banner Ads
Destination Sites Micro-sites Banner Ads
Portals like AOL and…
Portals like AOL and…
Three of the Big Issues: Three of the Big Issues:
The Internet:
The Internet:
Click Through e-mail Marketing
The Birth of “Spam” A Direct Revolution
The “Dot.com Explosion” A Financial Disaster (2000-
2001) A Relationship Revolution $$$ recovery by 2003-2004
Click Through e-mail Marketing
The Birth of “Spam” A Direct Revolution
The “Dot.com Explosion” A Financial Disaster (2000-
2001) A Relationship Revolution $$$ recovery by 2003-2004
Bob Pittman Media Star Bob Pittman Media Star
The Internet:
The Internet:
A new TV idea… A new TV idea… He starts He starts Then AOL Then AOL
AOL/Time-Warner “In charge of New Ideas” AOL/Time-Warner “In charge of New Ideas”
Started in Radio Started in Radio
Bob Pittman Says… Bob Pittman Says…
The Internet:
The Internet:
“This is not a test. The Internet has arrived.”
“This is not a test. The Internet has arrived.”
“The mass market is moving to interactive.”
“The mass market is moving to interactive.”
“Convenience is King!” “Convenience is King!”
“Big Brands Win.” “Big Brands Win.”
The Internet:
The Internet:
Interview with Bob Pittman Interview with Bob Pittman
New Internet Brands New Internet Brands
The Internet:
The Internet:
e-baye-bay
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New Internet Brands New Internet Brands
The Internet:
The Internet: What are Your Favorite
Internet Brands? What are Your Favorite
Internet Brands?
New Marketing Thinking:
New Marketing Thinking:
Account Planning(Agencies)
Account Planning(Agencies)
Consumer Insight(Marketers)
Consumer Insight(Marketers)
“Brand Journalism” Larry Light/McDonald’s
“Brand Journalism” Larry Light/McDonald’s Four Cultural Languages
Sports, Fashion, Music, & Entertainment
Four Cultural Languages Sports, Fashion, Music,
& Entertainment
New Marketing Services:
New Marketing Services:
The Continuing Shift to a Consumer-Driven Perspective
DeeDee Gordon and “Cool Hunt”
The Continuing Shift to a Consumer-Driven Perspective
DeeDee Gordon and “Cool Hunt”
Not just what kids think, but what the cool kids think.
Not just what kids think, but what the cool kids think.
New Ideas & You
New Ideas & You Which “Powershift”
works for you? Which “Powershift”
works for you? New Products/ Growing Markets New Agencies “Hot” New Media New Marketing Service Companies
New Products/ Growing Markets New Agencies “Hot” New Media New Marketing Service Companies
New Ideas & You
New Ideas & You Some Examples:
“Green” Marketing & Energy New Target Groups Health Care New Media-based Concepts Agencies that specialize in these
business areas
Some Examples: “Green” Marketing & Energy New Target Groups Health Care New Media-based Concepts Agencies that specialize in these
business areas
New Ideas & You
New Ideas & You Remember... Remember...
“Ideas are a powerful driving force in our economy!”
“Ideas are a powerful driving force in our economy!”
Questions:
Questions: Your
Questions Go
Here
Your Questions
Go Here
