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Presents
New Way Of Marketing      Behavior Economics by W.Steinmann
Industrial Brand Management InMemoriam
Welcome To The Era OfBehavior Economics.
Industrial Vs Behavior USP – Unique Selling Proposition (1950’s) ESP – Emotional Selling Proposition (1960’s) OSP – Organi...
”Because companies can nowinteract directly with customers, theymust radically reorganize to putcultivating relationships ...
"I believe advertising is the tax youpay for being unremarkable.”                   - Robert Stephens, the founder of Geek...
Lady Gaga – tax free
Welcome To The Era OfBehavior Economics.
We can handle it.
Mikko Kaijansinkko – Strategy Director
W.Steinmann develops marketing inera of behavior economicsAdvertisingStrategicBrands
"I believe advertising is the tax youpay for being unremarkable.”                   - Robert Stephens, the founder of Geek...
Remarkable > Innovation
“Innovation has transformed into cutebunny everybody loves.”                      - Alf Rehn, Professor Åbo Akademi
Everybody Can Innovate –Break The Old To Create New:Traditional RestaurantYou step in to restaurantYou meet waiterYou get ...
80/20 Rule Of Innovation?
Innovation Drives Change.Without Change It’s Not Innovative.
Can You Name These Innovators?
Which One Is Different?
Can You Spare A Change?The role of marketing department is about to changeThe role of sales department is about to changeT...
The Role Of Marketing  From buyer to producer  From silo to network  From expert knows-it-all to collaboration
The Role Of Sales  From seller to director/producer  From silo to network  From expert knows-it-all to collaboration
The Role Of Research  From past oriented to future oriented
The Role Of Research  From past oriented to future oriented
In Future You All Market, Sell AndSearch For Knowledge.
If Not… You’ll Become Detroit
How Do You Feel Now?
Scratching The Surface Of6 W’s Of New Way Of Marketing
WhatWhy Not. /                         WhenBarriers             6 W’s Of             MarketingWhere                    Why...
WhatNew Marketing - WhatWhat = social brand driven new marketing process  Social media – NOT without social brand  Social ...
WhatSocial Media – NOT Without SocialBrand
Social Brand House Rules
When New Marketing - WhenWhen = continuous instead of hit and run campaigns    Old vs. New Model    New campaign model is ...
WhenOld Vs New Model
New Campaign Model Is About                                  WhenContinuous Customer Cultivation
New Marketing - Why                               WhyWhy = to create stronger bond with customers in order to grow and imp...
Consumer Life Time Value                                    WhyCustomers / consumers are the most valuable brand assetsBra...
New Marketing - Who                             WhoWho = everybody, especially marketing & sales  How to do this tomorrow?
Follow The House Rules
New Marketing - Where                            WhereWhere = in touch points: real life, on-line, media, customer   What ...
Touch points are places where personinteracts with brand voluntarily                                       Where
Why                                                Not.New Marketing – Why Not / Barriers                 Why Not. / barri...
Why                                                    Not.New Metrics To Measure SuccessSentiment metrics – feelings and ...
Social BrandNew Metrics                     Continuous                  New                MarketingTouch Points          ...
Case: Social Brand Entering To Travel Market
Case Presents What & When W’s OfMatkapaikkaWhat – social brand driven new marketing processWhen – continuous instead of hi...
Matkapaikka Is An On-line Travel AgencyWith User Friendly Booking System
Everybody deserves theirown travel agency – matkapaikka.fi
What = Social Brand Driven NewMarketing ProcessMatkapaikka Producer developscontentActivities based on tailor madeproposit...
When = Touch Point BasedContinuous Campaign PlanningScripted launch plan on weekly basisPartner generated contentUser gene...
Examples Of Activations
Everybody deserves theirown travel agency – matkapaikka.fi
Questions?
Thank You!
Behavior Economics
Behavior Economics
Behavior Economics
Behavior Economics
Behavior Economics
Behavior Economics
Behavior Economics
Behavior Economics
Behavior Economics
Behavior Economics
Behavior Economics
Behavior Economics
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Behavior Economics

Behavior Economics

  1. 1. Presents
  2. 2. New Way Of Marketing Behavior Economics by W.Steinmann
  3. 3. Industrial Brand Management InMemoriam
  4. 4. Welcome To The Era OfBehavior Economics.
  5. 5. Industrial Vs Behavior USP – Unique Selling Proposition (1950’s) ESP – Emotional Selling Proposition (1960’s) OSP – Organizational Selling Proposition (1980’s) BSP – Brand Selling Proposition (1990’s) MSP – Me Selling Proposition (Y2K) HSP – Holistic Selling Proposition (Martin Lindström 2000’s) BP – Behavior Proposition (W.Steinmann 2010)
  6. 6. ”Because companies can nowinteract directly with customers, theymust radically reorganize to putcultivating relationships ahead ofbuilding brands.” – Roland T. Rust, Christine Moorman, and Gaurav Bhalla in Rethinking Marketing / Harvard Business Review
  7. 7. "I believe advertising is the tax youpay for being unremarkable.” - Robert Stephens, the founder of GeekSquad
  8. 8. Lady Gaga – tax free
  9. 9. Welcome To The Era OfBehavior Economics.
  10. 10. We can handle it.
  11. 11. Mikko Kaijansinkko – Strategy Director
  12. 12. W.Steinmann develops marketing inera of behavior economicsAdvertisingStrategicBrands
  13. 13. "I believe advertising is the tax youpay for being unremarkable.” - Robert Stephens, the founder of GeekSquad
  14. 14. Remarkable > Innovation
  15. 15. “Innovation has transformed into cutebunny everybody loves.” - Alf Rehn, Professor Åbo Akademi
  16. 16. Everybody Can Innovate –Break The Old To Create New:Traditional RestaurantYou step in to restaurantYou meet waiterYou get a tableYou see the menuYour choose the serving and order itChef prepares the foodWaiter brings the food serving to tableYou eat the food and pay for it to waiter / cashierYou leave after eating (and paying)
  17. 17. 80/20 Rule Of Innovation?
  18. 18. Innovation Drives Change.Without Change It’s Not Innovative.
  19. 19. Can You Name These Innovators?
  20. 20. Which One Is Different?
  21. 21. Can You Spare A Change?The role of marketing department is about to changeThe role of sales department is about to changeThe role of research department is about to change
  22. 22. The Role Of Marketing From buyer to producer From silo to network From expert knows-it-all to collaboration
  23. 23. The Role Of Sales From seller to director/producer From silo to network From expert knows-it-all to collaboration
  24. 24. The Role Of Research From past oriented to future oriented
  25. 25. The Role Of Research From past oriented to future oriented
  26. 26. In Future You All Market, Sell AndSearch For Knowledge.
  27. 27. If Not… You’ll Become Detroit
  28. 28. How Do You Feel Now?
  29. 29. Scratching The Surface Of6 W’s Of New Way Of Marketing
  30. 30. WhatWhy Not. / WhenBarriers 6 W’s Of MarketingWhere Why Who
  31. 31. WhatNew Marketing - WhatWhat = social brand driven new marketing process Social media – NOT without social brand Social brand house rules
  32. 32. WhatSocial Media – NOT Without SocialBrand
  33. 33. Social Brand House Rules
  34. 34. When New Marketing - WhenWhen = continuous instead of hit and run campaigns Old vs. New Model New campaign model is about continuous customer cultivation
  35. 35. WhenOld Vs New Model
  36. 36. New Campaign Model Is About WhenContinuous Customer Cultivation
  37. 37. New Marketing - Why WhyWhy = to create stronger bond with customers in order to grow and improve efficiency Consumer life-time value
  38. 38. Consumer Life Time Value WhyCustomers / consumers are the most valuable brand assetsBrands focus too much on new consumers in expense ofcurrent consumersYou are not in charge anymore. They are more important toyou than you are to them.
  39. 39. New Marketing - Who WhoWho = everybody, especially marketing & sales How to do this tomorrow?
  40. 40. Follow The House Rules
  41. 41. New Marketing - Where WhereWhere = in touch points: real life, on-line, media, customer What is a touch point?
  42. 42. Touch points are places where personinteracts with brand voluntarily Where
  43. 43. Why Not.New Marketing – Why Not / Barriers  Why Not. / barriers = not yet, what’s the ROI New metrics to measure success
  44. 44. Why Not.New Metrics To Measure SuccessSentiment metrics – feelings and emotionsEngagement metricsFrom measuring yelling to measuring change of behavior
  45. 45. Social BrandNew Metrics Continuous New MarketingTouch Points Stronger Bond Everybody Does
  46. 46. Case: Social Brand Entering To Travel Market
  47. 47. Case Presents What & When W’s OfMatkapaikkaWhat – social brand driven new marketing processWhen – continuous instead of hit and run campaigning
  48. 48. Matkapaikka Is An On-line Travel AgencyWith User Friendly Booking System
  49. 49. Everybody deserves theirown travel agency – matkapaikka.fi
  50. 50. What = Social Brand Driven NewMarketing ProcessMatkapaikka Producer developscontentActivities based on tailor madepropositionHouse Rules in usePlanning starts with touch points anddeveloping social objectsMany interest related sites driverelationship
  51. 51. When = Touch Point BasedContinuous Campaign PlanningScripted launch plan on weekly basisPartner generated contentUser generated content, both direct and linked (e.g. Travelpedia)Social networking (Facebook) drive sharingBranding by selling
  52. 52. Examples Of Activations
  53. 53. Everybody deserves theirown travel agency – matkapaikka.fi
  54. 54. Questions?
  55. 55. Thank You!

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