Marketing Innovation Workshop
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Transcript of Marketing Innovation Workshop
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Growth thru Innovative Marketing
James Atkinswww.vantagemarketing.com.au
Mindshop Conference
22 May 2010
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Is this Innovation?
No…Change that adds Value
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What is Marketing Innovation?
Change that adds Value…for Customers
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1. Provide REAL VALUE to customers
2. Be able to be IMPLEMENTED
3. Have capacity to GROW your business
But will it deliver growth?
Marketing Innovation needs to
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But how can I unlock marketing innovation?
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1. From the EDGES/at the INTERSECTIONS
2. FUTURE Forward
3. Upside Down/Inside Out
Where should you look?
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The EDGES & INTERSECTIONS of …
• Users
• Products
• Competition
1. EDGES & INTESECTIONS
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1. From the Edges of users
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Guess whose Mum’s got a Whirlpool?
1. From the intersection of your products and unusual users
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What trends can you tap into…
• Social
• Environmental
• Technological
• Political
• Regulatory
2. FUTURE Forward
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2. FUTURE Forward
GST ATO compliant statements – did away with the shoe boxes
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2. FUTURE Forward
40% of marketing budget now in social media!
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Change how you look at your…
• Organisation
• Staff
• Supply Chain
• Partners
3. Upside Down/Inside Out
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3. Upside Down/Inside Out
Turn it Upside down and Inside Out!
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“Not dreaming big enough is one of the biggest mistakes entrepreneurs make”
Maxine Clark, founder of Build-A-Bear Workshop
3. Upside Down/Inside Out
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1. Refuse to be the same
2. Discovery skills of innovation*i. Questioningii. Observingiii. Experimentingiv. Networkingv. Associating
3. Hard wire the organisation
4. Focus on your Lead Users
5. Keep looking…. • EDGES & INTERSECTIONS• FUTURE Forward• Upside Down/Inside Out
And finally
* December 2009 Harvard Business School, BYU and INSTEAD
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Some further reading
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Thank You!
James Atkinswww.vantagemarketing.com.au