Transcript Chapter 12

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