SDL 02 New Marketing 2015

© Florian Vollmer 2015

Georgia Institute of Technology – School of Industrial Design

ID 6214A Strategic Design Language 2015

02 New Marketing


Product

The Evolution of Design (Thinking)

Experience

Organization


PrimarySecondary

Stakeholder (Relationship!) Mapping

Tertiary


Marketing – An Integration Force

Product

Experience

Organization Primary

Secondary

Tertiary

Design Stakeholder Engagement

New Marketing


Marketing Context


Lifelong Learning


Number of Possible Touchpoints

Qty

Time


The Marketing Funnel

Consideration Pre-Selection Selection Purchase


Sustainable: The Marketing Cycle

Evaluate

Consider

Advocate

Endorse

Purchase

Brand Loyalty

Edelman, HBR 2010


Sustainable: The Marketing Cycle

Evaluate

Consider

Advocate

Endorse

Purchase

Brand Loyalty

Edelman, HBR 2010

1. Once established, more Predictive 2. Manageable Cost 3. Customers as Partners & Authors 4. New Marketing

Inner Circle

1. Expensive 2. Uncertain 3. The Unknown Customer 4. Old Marketing

Outer Circle


Evaluate

Consider

Advocate

Endorse

Purchase

Brand Loyalty

Edelman, HBR 2010

Processes Remain, Tools and Channels are Ever Changing

PrintOnline

ConversationOnline Reviews

CatalogApp

SearchRecommendation


Maximizing Lifetime Customer Value

Customer Lifetime Value

Marketshare


Marketing & Product Development In the Age of Globalization und Commodification


– A.G. Lafley, CEO P&G

“We need to reinvent the way we market to consumers. We need a new model.”


Integrative Innovation

Distribution

Marketing

Design

CX DesignDesign for Production

Customization 2.0



Globalization & Commodification

Design Thinking and (Co-) Creative Processes

Leadership through Marketing and Integrative Design Thinking

Design, Quality, Price


Quality: A Given


Durable Goods in Private Households2013

Phone/ Mobile

Fridge

TV

Laundry Mashine

Camera

Car

Dishwasher

0 25 50 75 100

Date for Germany: Statistisches Bundesamt, Wiesbaden 2013


Elevated Design Standards


Points of Differentiation?How to Create Unique

© Florian Vollmer 2015Work Example from www.inreality.com

http://www.inreality.com


Stories & Relationships


Design

Marketing

Production

Internation Manufacturing and Marketing

Production

Design

Market Research


Innovation Backlog in Marketing

0 22.5 45 67.5 90

Asien USA Europa

“Marketing has to reinvent itself”

BrandEins, 02/2015


StorybrandsTraditional Methods Disruption

Kotler, Sachs, other


Stories and Relationships Points of Differentiation


Order and ChaosCreativity: An Interplay of


Innovation & Change Management

Co-Creation Design Thinking

Goals Concepts Implementation

Marketing Enterprise

Design


Stakeholder Engagement and Co-Creation



Personas

Gretchen the Gen Y – Social Sciences Student Social life takes priority over most anything, especially sleep.

Texting is the number one way to communicate. Status is

important to her. While a good mattress is important, it needs

to be practical, keeping her spin classes, happy-hour, and

high-end fashion flash sales in mind too – everything needs to

fit in her budget!

Does: ● Goes to a major college, lives about 20 minutes away ● Rock climbing and anything outdoors ● Works 20 hrs/ week as a paid intern in a law office

Loves: ● Socializing ● Sharing purchases with her friends ● Ask for opinions before buying ● Trying things on or looking at them in a store, but then buying them on her mobile device ● Loves Google Now, gives her all the information that she wants ● Organic food

Avoids: ● Volunteering too much information about herself to organizations (she thought she would give Google

Now a try, and delete if from her phone, but the utility is overcoming any privacy concerns here) ● Buying anything she does not need, money is a bit tight

Dreams of: ● Making a difference ● Being part of a company with a really cool culture one day ● Combining professional work, meaningful volunteering, and a family soon

Page 3 of 7 – © InReality 2015

RSA: Sue the Connector Sue got a retail job because she needs to provide for her

family. Not what she was dreaming of when she was young,

she was hoping to become a nurse practitioner – but did not

finish her degree.

Believing in giving her best no matter what life throws at her,

she is eager to learn and grown in this new job.

Does: ● Work the floor 6 days a week ● Takes the early shift because she needs to pick up the kids from school and make family dinner every

night ● Reads for relaxation

Loves: ● Her family ● Helping others ● Connecting people ● Learning

Avoids: ● Going above and beyond. She took this job for its clearly defined start and end time ● Talking about products she is not 100% familiar with (she feels a bit bad at times that she forgets

details of products the store does not sell every single day)

Dreams of: ● Finishing her degree one day, when the kids are a bit older ● Taking a long family vacation ● Making a difference for people


RSA: Old School Jim Jim got promoted from RSA to manager 10 years ago. He is into

old-school selling and has his secret formula that has worked for

forever. He recently heard about CX and wants to learn about it, but

is a bit sceptical. He just got a smartphone and is learning how to

use it slowly.

Does: ● Work 6 days/ week, during the holiday season 7 days/ week ● Usually takes the late shift to close the store at 10:00 pm, stays late, often until 11:00 or later to finish

some paperwork ● He has little time for anything else, but likes to work out in the morning

Loves: ● Learning ● Working smarter, not harder ● Good food and his friends ● Learning about new products when they are shelved ● Building a connection with his customers

Avoids: ● Corporate politics, he simply wants to do the best possible job in his store ● Conflict. He likes giving feedback, but really focuses on the positive ● Scripted interactions. He wants to give every situation and person the right attention

Dreams of: ● Working less because his team “got it” ● Developing different training methods for his company, something that is truly authentic


RSA: Holden the Geek Holden just finished his BA in Art History and is trying to figure

out his next moves.

He’s taken a retail job because it’s easy and convenient to find a

job, and with his interest in psychology, he figures he can make a

pretty good commission, saving up for whatever is next.

He is used to the latest digital tools for communication.

Does: ● Ride a single speed ● Reads the latest tech blogs ● Reads a lot of (actual) books

Loves: ● His freedom ● Learning something new every day ● Interacting with people and giving them as much information as possible

Avoids: ● Things that bore him

Dreams of: ● Traveling for a year or so ● Getting a Master’s degree ● Working for a startup


Dan the Digital Native Loves social media, Pinterest, and Snap-chat... His fast

paced lifestyle requires him to be connected 95% of the

time. He doesn’t have time for conventional shopping,

Amazon Prime is hiore go-to and he is dialed into the

latest technology and gadgets that his mobile apps

curate for him. Can do 3 things at the same time, and

looks for a good night’s sleep to give him the energy he needs to perform during

his busy day and social life. If 6 hours is all he can afford, it better be a great 6

hours!

Does: ● Grad School / App developer for Marketing Company ● Soccer ● Flight school ● Drives a Hybrid environmentally friendly car

Loves: ● Sports ● Well Curated Food ● Gaming ● Sharing experiences with friends ● Spending time doing “fun” things ● Instant gratification ● Watching TV, Movies and getting information on his own schedule. Has not watched “tv” and

regularly-scheduled shows except for sports in years

Avoids: ● Brick and mortar stores ● Lines or anything that requires a lot of time ● Spending time on buying stuff

Dreams of: ● A world that suggests what he may need ● Seamless experiences (“why should I search for anything?”

● Having as much time for himself and his friends as possible


Robert the Baby Boomer – Enjoying Life At this stage in life, it’s all about quality and trust. Enjoys

reputable brands, that reflect choice materials and expert

craftsmanship. Recently got a smartphone and loves it.

Does everything on it, keeps lists with Evernote and his

family shares photos frequently. Loves staying in touch

with family and children via Facetime. Values experiences

and makes time for the important things.

Does: ● Early retirement from a management position ● Works part time as management consultant ● Volunteers in various organizations ● Charcoal Sketches

Loves: ● Road biking ● Riding around in his convertible ● Discovering new restaurants and art galleries ● Spending money on quality and considered purchases

Avoids: ● Complexity. The fact that there are 200 different kinds of mustard at his grocery store drives him crazy.

Grey Poupon and done. He filters out everything else ● Stress. He takes his time to do it right ● Suburbs. He recently re-discovered the beauty of downtown living. Different, but so much more to do

in walking distance.

Dreams of: ● Traveling around the world with his wife ● Building the home of his dreams. Now he has the time and the money to build a truly custom home ● His first solo exhibition



THE BUYER’S JOURNEY

Awareness Planning

word-of-mouth reviewsexpectations

How does the user know

about service?

How can the service value

be communicated?

choose rentalresearch locationplan activities

What is the process?

How could the service

be marketed during

planning?

Could the service make

planning easier or

better?

Arrive Discover Adopt Inform Purchase

ServicePre-Service

find locationenter rental property

When does the user

need exposure to

service info?

Is the property denoted

with any decals or

branding?

see service graphicexplore propertysee ‘tagged’ items

How should the service

be communicated?

What does the user

need to know?

What are the critical

interactions?

download appset up account

In-app tutorial?

Is it easy to use?

What should the user be

able to do?

How long does set up

take?

scan ‘tag’read apt “catalogue”read product info

What is the interaction?

What should the ‘tag’ look

like?

What info does the user

really want?

save to favoritesconfirm purchasechoose shipping options

Push reminders for saved

items?

How is purchase

recorded?

What options should be

available?

Emotional State Mild

Stress Curious Serious Happy /Excited

This is so cool! I can learn


Arrive Discover Adopt Inform Purchase Evaluate Share

Service Post Service

enter rental property

hen does the user

need exposure to


with any decals or



be communicated?

What does the user

need to know?


interactions?


In-app tutorial?

Is it easy to use?


able to do?


take?




like?


really want?



items?

How is purchase

recorded?


available?

CX surveycustomer supportwrite review

How is experience

measured?

How are damaged

products handled?

How are reviews

encouraged?

tell friendsshare on web or social

How is sharing

encouraged?

Can sharing be

incentivized?

What do users like to

share? Why?

Curious Serious Happy /Excited

Happy / Satisfied

This was really convenient.This is so cool! I can learn


THE BUYER’S JOURNEY

Awareness Planning



about service?


be communicated?




be marketed during

planning?


planning easier or

better?


Service Post ServicePre-Service


When does the user

need exposure to

service info?


with any decals or

branding?



be communicated?

What does the user

need to know?


interactions?


In-app tutorial?

Is it easy to use?


able to do?


take?




like?


really want?



items?

How is purchase

recorded?


available?


How is experience

measured?

How are damaged

products handled?

How are reviews

encouraged?


How is sharing

encouraged?

Can sharing be

incentivized?


share? Why?

I can’t wait for this trip.



Happy / Satisfied

Confused Annoyed AngryMild Stress Frustrated

This was really convenient.This is so cool! I can learn everything right from the app.

That was quick.This sounds like a cool service.

How do I return this?This is way too hard to use.

How does this work?

Ugh.


Stories and Relationships Points of Differentiation Challenge & Chance: Group


Leadership Marketing and Design


Customer

New Organizational Structures

Product

Product-Manager Focus

Rust, Mooreman and Bhalla, HBR 2010


Customer

New Organizational Structures

Product

Product

Customer

Product-Manager Focus Customer-Manager Focus

Rust, Mooreman and Bhalla, HBR 2010


The 4Ps of Marketing

Product Place Promotion Price

Jerome McCarthy


The 7Ps of Marketing

Product

Place Promotion

Price

Packaging

Positioning

People


Centralized MarketingBottlenecks in Capacity and Creativity, limited Effectiveness

Market

Enterprise


Integrative MarketingSuccess Factor Design Thinking und Group Processes

Homburg/ Krohmer

Internal External


Stories and Relationships Points of Differentiation Challenge & Chance: Group Distributed Responsibilities


Experience-Focused Brands

© Florian Vollmer 2015Picture: http://www.automobilemag.com/features/news/1505-porsche-opens-new-headquarters-test-track-in-atlanta/

http://www.automobilemag.com/features/news/1505-porsche-opens-new-headquarters-test-track-in-atlanta/


Stories and Relationships Points of Differentiation Challenge & Chance: Group Distributed Responsibilities Continuity


Integrative Thinking and Processes


Marketing 2015: Customer Journey Thinking

Awareness Planning



about service?


be communicated?




be marketed during

planning?


planning easier or

better?


Service Post ServicePre-Service


When does the user

need exposure to

service info?


with any decals or

branding?



be communicated?

What does the user

need to know?


interactions?


In-app tutorial?

Is it easy to use?


able to do?


take?




like?


really want?



items?

How is purchase

recorded?


available?


How is experience

measured?

How are damaged

products handled?

How are reviews

encouraged?


How is sharing

encouraged?

Can sharing be

incentivized?


share? Why?

I can’t wait for this trip.



Happy / Satisfied

Confused Annoyed AngryMild Stress Frustrated

This was really convenient.This is so cool! I can learn everything right from the app.

That was quick.This sounds like a cool service.

How do I return this?This is way too hard to use.

How does this work?

Ugh.


Manufacturer Brands

Distributors

Independent Retailers

Agency Customers

Retailer Chains

Flagship & Brand StoresService Providers &

Agencies


– AMA

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners,

and society at large.


Conscious Design and Marketing

Phillip Kotler,Northwestern, US Jonah Sachs, US

Alex Osterwalder, Switzerland Raj Sisodia, Bentley, US




Leadership through Marketing and Integrative Design Thinking



Georgia Institute of Technology – School of Industrial Design

ID 6214A Strategic Design Language 2015

02 New Marketing

SDL 02 New Marketing 2015

Marketing

Transcript of SDL 02 New Marketing 2015