Power

1
Chapter 12
!
The

• Power

of
New Ideas
2
The Power of New Ideas !

• The Challenge of Change

• New Products

• New Agencies

• New Media...

The Internet

• New Marketing Services

• New Ideas You!

3
The Challenge of Change

• The Speed of Change

Evaluation accelerates change

• Uncertainty
• More Volatility
• Inertia

Resistance to Change
4
The Challenge of Change

• Information
• PowerShift

• Innovation
• The Dilemma

5
The Challenge of Change

• Information
• PowerShift

• Innovation
• The Dilemma

• Individualization
• Personalization is this The Next P?

6
The Ps vs. the Cs

• Four Ps

• The Four Cs
• Consumer
• Cost
• Convenience
• Communication

• Product
• Price
• Place
• Promotion

• Its all about The Fifth P

People
7
New Products

• New Trends/Bad News

• Slow/No growth
• More Alternatives
• Less Time

• Campbells trying to add convenience and
  quality

8
New/Old Products

• Old Trends/Good News

• Up in a Down Economy
• Veggies Value

• Campbells V-8
• A Green brand

9
New Products

• New Trends/Good News

• High growth
• Fills Unique Need
• Saves Time
• Smart Phones

• Competition grows rapidly

10
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

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New Agencies

• Agencies, like all businesses, respond to the
  market.
• New Growing Segments
• Asian

• Hispanic

13
New Agencies

• Agencies, like all businesses, respond to the
  market.
• New Growing Segments
• Asian

• Hispanic

• Interactive

14
New Media

• New Target Segments

• Worldwide Growth

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New Media

• New Target Segments

• Worldwide Growth

• THE New Medium...

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The Internet

• The Beginning
• 1969 ARPAnet
• 1971 e-mail
• 1986 NSFNET
• 1987 UUNET
• 1991 HTML

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The Internet

• Browsers Web sites

• 1993 Mosaic GUI
• 1993 600 Web sites
• 1995 100,000 Web sites!

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The Internet

• Browsers Web sites

• 1993 Mosaic GUI
• 1993 600 Web sites
• 1995 100,000 Web sites!

• 1994 First Banners (HotWired)

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The Internet

• Advertising Choices

• Portals like AOL and

• Destination Sites
• Micro-sites
• Banner Ads

Do You Yahoo?
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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

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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

22
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!
23
The Internet

• Interview with Bob Pittman

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The Internet

• New Internet Brands

e-bay
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The Internet

• New Internet Brands

• What are Your Favorite Internet Brands?

26
New Marketing Thinking

• Brand Journalism
• Larry Light/McDonalds

• Four Cultural Languages
• Sports, Fashion, Music, Entertainment

• Account Planning (Agencies)

• Consumer Insight (Marketers)

27
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.

28
New Ideas You

• Which Powershift works for you?

• New Products/ Growing Markets
• New Agencies
• Hot New Media
• New Marketing Service Companies

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New Ideas You

• Some Examples
• Green Marketing Energy
• New Target Groups
• Health Care
• New Media-based Concepts
• Agencies that specialize in these business areas

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New Ideas You

• Remember...

Ideas are a powerful driving force in
our economy!
31
Questions

• Your
• Questions
• Go
• Here