+ANDERSEN & ASSOCIATESMARKETING OF INNOVATION UNIVERSITY OF APPLIED SCIENCES AND ARTS NORTHWESTERN SWITZERLAND 12.02.2015

YOU@PLUSANDERSEN.COM // +49 151 40 133 149 // WORLDWIDE

CONTENTS

• WHAT IS MARKETING • MARKETING OF INNOVATION • USE CASES

ABOUT ANDERSEN

FOUNDING PRINCIPAL +ANDERSEN & ASSOCIATES

• NORWEGIAN LIVING IN COLOGNE, DE SINCE 2005

• PROFESSIONAL EXPERIENCE WORKING WITH F500 AND GOS SOLVING PROBLEMS WITH WEB/MOBILE TECH SINCE 1997

• STARTUP FOUNDER & ENTREPRENEUR (HITS & MISSES)

• CORPORATE ENTREPRENEURSHIP CONSULTANT TO F100 CORPORATIONS THROUGH PLUSANDERSEN.COM

• EDUCATOR (STARTUP NEXT INSTRUCTOR, UNIVERSITY LECTURER ON STARTUP ENTREPRENEURSHIP & CERTIFIED LEAN LAUNCHPAD INSTRUCTOR @ STANFORD BY STEVE BLANK, FATHER OF THE LEAN STARTUP)

MORE: VIDARANDERSEN.COM

SOME CUSTOMERS

SOME FOUNDED

FEATURED & RECOGNIZED

AND MORE…

CERTIFIED LLP EDUCATOR @ STANFORD

WHAT IS MARKETING?

WHAT IS MARKETING?

“MARKETING IS COMMUNICATING THE VALUE OF A PRODUCT OR SERVICE TO CUSTOMERS, FOR THE PURPOSE OF SELLING THAT PRODUCT OR SERVICE”

WHAT IS MARKETING?

Sales and distribution of

products / services

Marked-focused management

Operating procedures

(Marketing Mix)

Executed by functions / roles

MARKETING IS NOT AN ISOLATED PART

OBSOLETE

“MARKETING IS NOT ONLY MUCH BROADER THAN SELLING; IT IS NOT A SPECIALIZED ACTIVITY AT ALL. IT ENCOMPASSES THE ENTIRE BUSINESS. IT IS THE WHOLE BUSINESS SEEN FROM THE POINT OF VIEW OF THE FINAL RESULT, THAT IS, FROM THE CUSTOMER’S POINT OF VIEW. CONCERN AND RESPONSIBILITY FOR MARKETING MUST THEREFORE PERMEATE ALL AREAS OF THE ENTERPRISE.” - PETER DRUCKER

REALITY CHECK:

CUSTOMERS DO NOT EXIST TO BUY

YOUR PRODUCTS

YOU EXIST TO CREATE PRODUCTS THAT

SOLVE CUSTOMERS’ NEEDS & PROBLEMS

MARKETING IS NOTA MAGIC PANACEA

IF THE PRODUCT DOESN’T SOLVE A PROBLEM OR NEED,

NO AMOUNT OF MARKETING IS GOING TO MAKE IT

A (SUSTAINABLE) SUCCESS

THAT IS NOT TO SAY THAT MARKETING WHEN GIVEN SIGNIFICANT RESOURCES

AND SIGNIFICANT TIME CANNOT GENERATE

THAT NEED, THE DEMAND - SOMETIMES

HISTORICAL DEVELOPMENT

BIS 1950S BIS 1960S AB 1970S TODAY

ORIENTATION: PRODUCTION

PROFIT DRIVER: PRODUCTION

METHODS

ORIENTATION: PRODUCT

PROFIT DRIVER: QUALITY OF

THE PRODUCT

ORIENTATION: SELLING

PROFIT DRIVER: SELLING METHODS

ORIENTATION: MARKETING

PROFIT DRIVER: NEEDS AND WANTS

OF CUSTOMERS

ORIENTATION: HOLISTIC

MARKETING

PROFIT DRIVER: EVERYTHING

MATTERS

EARLIER APPROACHES

1960S 1980S 1990S TODAY

ORIENTATION: RELATIONSHIP MARKETING/

RELATIONSHIP MANAGEMENT

PROFIT DRIVER: BUILDING & KEEPING

GOOD CUSTOMERRELATIONS

ORIENTATION: B2B MARKETING /

INDUSTRIAL MARKETING

PROFIT DRIVER: BUILDING & KEEPING

GOOD RELATIONSHIPSBETWEEN ORGANIZATIONS

ORIENTATION: SOCIAL MARKETING

PROFIT DRIVER: BENEFIT TO SOCIETY

ORIENTATION: BRANDING

PROFIT DRIVER: BRAND VALUE

CONTEMPORARY APPROACHES

ORIENTATION: DATA-DRIVEN

PROFIT DRIVER: MEASURE

EVERYTHING

EARLIER

EARLIER

CONSUMERS ONLY CONSUMES

TRADITIONAL ADVERTISING

CORPORATE CONTENT

PAID OWNED

CONTENT EARLIER

PRESSWORD OF MOUTH

EARNED

GATEKEEPERS: COSTS & CHANNELS

THE DIGITAL NETWORKED AGE

AFTER

AFTER

CONSUMERS ALSO PRODUCE

PAID OWNED

EARNED

TRADITIONALADVERTISING

CORPORATE CONTENT

CONVERGED MEDIA

ORGANIC

PRESS

SPONSORED CONTENT

BRANDS THAT ASK FOR SHARES

PROMOTED BRAND

CONTENT

CONTENT TODAY

WORD OF MOUTH

HERE COMES EVERYBODY

IDEA BUILD PRODUCT SELL

IN THE PAST

LINEAR - ONE BIG BET - FRAGILE

IDEAS

PRODUCTDATA

LEARN

MEASURE

BUILDFIXEN,IMPROVE, CHANGE

SELL THE IMPROVED PRODUCT

EVALUATE SALES

EXPLICITLY & IMPLICITLYCUSTOMERS ABOUT HOW THEY FIND THE PRODUCT

TODAY

CYCLE

ITERATIVE

THE CLASSIC 4 PS (MARKETING-MIX)

PRODUCT PRICE

PLACE PROMOTION

TARGET MARKET 4XP

PRODUCT PRICE

PLACE PROMOTION

PRODUCT PRICE

PROMOTIONPLACE

• Product variety • Quality • Design • Features • Brand name • Packaging • Sizes • Services • Warranties • Returns

• Channels • Coverage • Assortments • Locations • Inventory • Transport

• List price • Discounts • Allowances • Payment period • Credit terms

• Sales promotion • Advertising • Sales force • Public relations • Direct marketing

4XPTARGET MARKET

THE FUNNEL MODEL

ATTENTION Attract the attention of the customer, make them aware

INTEREST Interest the customer

DESIRE Convince customer they want and desire the product, that it will satisfy their needs

ACTION Lead customer to take action, to purchase

ACTION

DESIRE

INTEREST

ATTENTION

CLASSICAL FUNNEL

THE NEW FUNNEL

THE NEW INTEGRATED FUNNEL

FLIP THE FUNNEL1.Convert strangers into friends

2.Friends into customers

3.Customers into your salesforce

“Flip the funnel and turn it into a megaphone” - Seth Godin

TYPES OF MARKETING

TYPES OF MARKETING• ACCOUNT PLANNING

• AFFINITY MARKETING

• AGGRESSIVENESS STRATEGY

• AGRICULTURAL MARKETING

• ALLIANCE MARKETING

• AMBUSH MARKETING

• ARTICLE MARKETING

• ARTICLE VIDEO MARKETING

• ASSOCIATION OF PUBLISHING AGENCIES

• BRAND LANGUAGE

• BUSINESS MODEL

• CALL TO ACTION (MARKETING)

• CHAOTICS

• CLOSE RANGE MARKETING (CRM)

• CLOUD MARKETING

• CAUSE MARKETING

• THE CELLAR (MARKETING)

• CLOSE RANGE MARKETING

• COMMUNITY MARKETING

• CONSUMER-GENERATED ADVERTISING

• CONTENT MARKETING

• CROSS-MEDIA MARKETING

• CUSTOMER ADVOCACY

• CUSTOMERIZATION

• DATABASE MARKETING

• DIGITAL MARKETING

• DIGITAL OMNIVORE

• DIRECT MARKETING

• DIVERSIFICATION (MARKETING STRATEGY)

• DIVERSITY MARKETING

• ETHICAL MARKETING

• EVANGELISM MARKETING

• EXPERIENCE CURVE EFFECTS

• FAITH-BASED MARKETING

• FIGURE OF MERIT

• FREEBIE MARKETING

• GLOBAL MARKETING

• GUERRILLA MARKETING

• HORIZONTAL INTEGRATION

• INBOUND MARKETING

• INFLUENCER MARKETING

• LIMITED EDITION CANDY

• LOYALTY MARKETING

• MARKETING COMMUNICATIONS

• MARKETING WARFARE STRATEGIES

• MASS CUSTOMIZATION

• MEGAMARKETING

• MENU ENGINEERING

• MULTI-DOMESTIC STRATEGY

• MULTI-LEVEL MARKETING

• NANO-CAMPAIGNING

• NATIVE ADVERTISING

• NEXT-BEST-ACTION MARKETING

• ONLINE ADVERTISING

• PERMISSION MARKETING

• PERSONALIZATION

• PITCH BOOK

• PRE-INSTALLED SOFTWARE

• PRODUCT BUNDLING

• PROJECT SCUM

• PROXIMITY MARKETING

• RELATIONSHIP MARKETING

• REVENUE TECHNOLOGY SERVICES

• SCENARIO PLANNING

• SECRET BRAND

• SEEDING TRIAL

• SHARE OF VOICE

• SHOPPER MARKETING

• SOCIAL PULL MARKETING

• SOCIAL MARKETING

• SPECIAL EDITION

• STRATEGY DYNAMICS

• STUDENT MARKETING

• UNDERCOVER MARKETING

• VERTICAL DISINTEGRATION

• VERTICAL INTEGRATION

• YIELD MANAGEMENT

• Z-CARD

TYPES OF MARKETING• ACCOUNT PLANNING

• AFFINITY MARKETING

• AGGRESSIVENESS STRATEGY

• AGRICULTURAL MARKETING

• ALLIANCE MARKETING

• AMBUSH MARKETING

• ARTICLE MARKETING

• ARTICLE VIDEO MARKETING

• ASSOCIATION OF PUBLISHING AGENCIES

• BRAND LANGUAGE

• BUSINESS MODEL

• CALL TO ACTION (MARKETING)

• CHAOTICS

• CLOSE RANGE MARKETING (CRM)

• CLOUD MARKETING

• CAUSE MARKETING

• THE CELLAR (MARKETING)

• CLOSE RANGE MARKETING

• COMMUNITY MARKETING

• CONSUMER-GENERATED ADVERTISING

• CONTENT MARKETING

• CROSS-MEDIA MARKETING

• CUSTOMER ADVOCACY

• CUSTOMERIZATION

• DATABASE MARKETING

• DIGITAL MARKETING

• DIGITAL OMNIVORE

• DIRECT MARKETING

• DIVERSIFICATION (MARKETING STRATEGY)

• DIVERSITY MARKETING

• ETHICAL MARKETING

• EVANGELISM MARKETING

• EXPERIENCE CURVE EFFECTS

• FAITH-BASED MARKETING

• FIGURE OF MERIT

• FREEBIE MARKETING

• GLOBAL MARKETING

• GUERRILLA MARKETING

• HORIZONTAL INTEGRATION

• INBOUND MARKETING

• INFLUENCER MARKETING

• LIMITED EDITION CANDY

• LOYALTY MARKETING

• MARKETING COMMUNICATIONS

• MARKETING WARFARE STRATEGIES

• MASS CUSTOMIZATION

• MEGAMARKETING

• MENU ENGINEERING

• MULTI-DOMESTIC STRATEGY

• MULTI-LEVEL MARKETING

• NANO-CAMPAIGNING

• NATIVE ADVERTISING

• NEXT-BEST-ACTION MARKETING

• ONLINE ADVERTISING

• PERMISSION MARKETING

• PERSONALIZATION

• PITCH BOOK

• PRE-INSTALLED SOFTWARE

• PRODUCT BUNDLING

• PROJECT SCUM

• PROXIMITY MARKETING

• RELATIONSHIP MARKETING

• REVENUE TECHNOLOGY SERVICES

• SCENARIO PLANNING

• SECRET BRAND

• SEEDING TRIAL

• SHARE OF VOICE

• SHOPPER MARKETING

• SOCIAL PULL MARKETING

• SOCIAL MARKETING

• SPECIAL EDITION

• STRATEGY DYNAMICS

• STUDENT MARKETING

• UNDERCOVER MARKETING

• VERTICAL DISINTEGRATION

• VERTICAL INTEGRATION

• YIELD MANAGEMENT

• Z-CARD

MANY

THE NEW RULES OF ENGAGEMENT

THE NEW RULES OF ENGAGEMENTOLD MARKETING NEW MARKETING

ONE-WAY COMMUNICATION BRAND IS DIALOGUE

BRAND RECALL IS HOLY GRAIL CUSTOMERS DETERMINE BRAND VALUE

GROUP CUSTOMERS BY DEMOGRAPHICS GROUP CUSTOMERS BY BEHAVIOR

CONTENT CONTROLLED BY MARKETERS ENTERPRISE + USER GENERATED CONTENT

VIRALITY DRIVEN BY FLASH VIRALITY BASED ON CONTENT

MICHELIN GUIDE: EXPERT REVIEWS AMAZON: USER REVIEWS

PUBLISHER CONTROLS CHANNELS PUBLISHERS BUILD RELATIONSHIPS

TOP-DOWN STRATEGY BOTTOM-UP STRATEGY

INFORMATION HIERARCHY INFORMATION ON DEMAND

EMPHASIS ON COST - CPM "INVEST FOR GROWTH - MEASURABLE ROI"

PERMISSION MARKETING

• INTERRUPT MARKETING IS DEAD - THE CONSUMERS IGNORE IT AND HATE IT

• PAY, SPRAY & PRAY IS DEAD • PERMISSION MARKETING IS THE NEW ORDER • YOU. HAVE. TO. ASK. FOR. PERMISSION.

NEW MEDIA MEASUREMENT MODEL

TRADITIONAL AUDIENCE RESEARCH EMERGING CONSUMER INSIGHT FOCUSED

DEMOGRAPHICS BEHAVIORS, INTERESTS

IMPRESSIONS ENGAGEMENT, ACTIONS

PLATFORM-SPECIFIC CAMPAIGN-CENTRIC

USAGE / SEGMENTATION PURCHASE FUNNEL

ESTIMATE CENSUS

PEOPLE WANT COOL STUFF

QUALITY

ACCESSMAKE IT EASY TO FIND

OPENNESS

CONTROLLET THEM PLAY WITH IT

DO NOT BULLSHIT

THE NEW RULES OF THE ROAD

INBOUND MARKETINGBE FOUND BY CUSTOMERS

INSTEAD OF HAVING TO ACTIVELY SEEK THEM OUT

DELIGHT CUSTOMERS

CLOSE ON LEADS

CONVERT VISITORS

WIN NEW FANS

• BLOG • SOCIAL MEDIA • KEYWORDS • SEITEN

• CALL TO ACTION • LANDING PAGES • FORMULARE • KONTAKTPUNKTE

• E-MAIL • WORKFLOW • LEAD SCORING • CRM-INTEGRIERUNG

• SOCIAL MEDIA • CALL TO ACTION • E-MAIL • WORKFLOWS

ATTRACT STRANGERS

DEMAND GENERATIONWHY SHOULD I BUY? WHY SHOULD I CARE?

WHAT

HOW

WHY

CONTENT DEMAND GENERATION

GENERATES DEMAND FOR PRODUCT / SERVICE

GENERATES DEMAND FOR CONTENT

GENERATES A DEMAND TO JOIN A CAUSE

OR MISSION

DEMAND GENERATION• CREATES AWARENESS THROUGH

• BRANDING

• INBOUND MARKETING (ATTRACT)

• OUTBOUND MARKETING (SEEK OUT)

• RELEVANCE POSITIONING

• SUPPORTING CUSTOMERS BY PURCHASE EVALUATIONS

• SUPPORTING PURCHASE DECISION

INBOUND MARKETING• SEARCH ENGINE OPTIMIZATION (SEO)

• SEARCH ENGINE MARKETING (SEM)

• VIRAL MARKETING

• SOCIAL MEDIA MARKETING

• E-MAIL (DIREKT-) MARKETING

• PAY PER CLICK MARKETING (E.G. FACEBOOK)

OUTBOUND MARKETING

• DIREKT SALES

• TELEMARKETING

• OUTSOURCED LEAD GENERATION (3RD PARTY LEADS / CUSTOMER DATABASES)

• OUTSOURCED APPOINTMENT SETTING (CONVERT LEADS TO SALES)

MARKETING OF INNOVATIVE PRODUCTS

WHAT’S DIFFERENT?• OFTEN NO ANALOG IN THE WORLD TO COMPARE TO, EXPLANATION AND EDUCATION ABOUT THE

PRODUCT NEEDED

• PROBLEM OR NEED NOT YET FELT OR KNOWN BY CUSTOMERS

• DEMAND FOR THE PRODUCT OR SOLUTION NOT SIGNIFICANT ENOUGH TO SUSTAIN BUSINESS FROM DAY 1

• VALUE PROPOSITIONS AND CUSTOMER SEGMENTS OFTEN NOT FULLY KNOWN OR UNDERSTOOD

• NO COMPETITORS, ALBEIT ONLY A MATTER OF TIME - THAT’S WHY IT’S A LAND GRAB GAME

• PRODUCT FEATURES NOT 100% KNOWN OR FIT FOR THE CUSTOMER NEEDS

• SPEED IS OF THE UTMOST IMPORTANCE BY THE PRODUCT INTRODUCTION

• SPEED AND PERSEVERANCE IS ALSO OF THE UTMOST IMPORTANCE TO SECURE MARKET POSITION AND DEFEND MARKET CAP

• USUALLY SIGNIFICANT RESOURCES AND TIME NEEDED FOR THE MARKETING

• WHEN THE MARKET IS NEW, IT IS USUALLY GOING TO TAKE A VERY LONG TIME BEFORE THE CRITICAL MASS IS REACHED AND THE MARKET STARTS RESPONDING IN SIGNIFICANT NUMBERS (EARLY MAJORITY) - IF AT ALL (SEE DOTCOM BUBBLE V1)

WHY NEW PRODUCTS OFTEN FAIL ON LAUNCH

HINT: IT’S NOT THE MARKETING

WARUM PRODUKT-EINFÜHRUNGEN SCHEITERN

1. NOT ENOUGH CUSTOMERS COULD BE WON / FOUND - OFTEN BECAUSE THE RIGHT SIGNIFICANT CUSTOMER SEGMENT COULD NOT BE FOUND OR THE VALUE PROPOSITIONS WERE NOT RECOGNIZED BY THE CUSTOMER SEGMENTS TARGETED

2. IN A NEW MARKET IT TAKES SO LONG TO REACH CRITICAL MASS, OFTEN LONGER THAN PLANNED, AND COMPANIES RUN OUT OF RESOURCES - AND PATIENCE - BEFORE THE MARKET TAKES

3. A SUSTAINABLE ENGINE OF GROWTH COULD NOT BE FOUND - CAC VS LTV RATIO COULD NOT BE MADE PROFITABLE

4.THE PRODUCT DIDN’T REALLY SOLVE A NEED OR PROBLEM - IT WAS A SOLUTION IN SEARCH OF A PROBLEM (THAT DID NOT EXIST OR COULDN’T BE FOUND)

WHAT CAN MARKETING INFLUENCE?

SMALL MEDIUM BIG

SMALL

MEDIUM

BIG

DEGREE OF CHANGE IN THE PRODUCT

DEG

REE

OF

NEW

NES

S O

F M

ARK

ET

XPRODUCT LINE EXTENSIONS (MOST INNOVATIONS FALL HERE)

IDEAL COMMERCIAL INNOVATION

TRUE PRODUCT

INNOVATION

SIGNIFICANT CHANGES IN

PRODUCT FORM

SMALL MEDIUM BIG

SMALL

MEDIUM

BIG

DEGREE OF CHANGE IN THE PRODUCT

DEG

REE

OF

NEW

NES

S O

F M

ARK

ET

TRUE PRODUCT

INNOVATION

PRODUCT LINE EXTENSIONS (MOST INNOVATIONS FALL HERE)

IDEAL COMMERCIAL INNOVATION

SIGNIFICANT CHANGES IN

PRODUCT FORM

XCATEGORY INNOVATIONS

SMALL MEDIUM BIG

SMALL

MEDIUM

BIG

DEGREE OF CHANGE IN THE PRODUCT

DEG

REE

OF

NEW

NES

S O

F M

ARK

ET

MARKETING NEEDS SIGNIFICANT RESOURCES BUT HAS THE POTENTIAL TO HAVE A

SIGNIFICANT MARKET IMPACT

XINNOVATION NIRVANA

BIGGER AMBITIONS

MO

RE TIM

E AND

R

ESOU

RC

ES SMALL MEDIUM BIG

SMALL

MEDIUM

BIG

DEGREE OF CHANGE IN THE PRODUCT

DEG

REE

OF

NEW

NES

S O

F M

ARK

ETPRODUCT LINE EXTENSIONS

(MOST INNOVATIONS FALL HERE)

IDEAL COMMERCIAL INNOVATION

TRUE PRODUCT

INNOVATION

SIGNIFICANT CHANGES IN

PRODUCT FORM

HOW DO WE EXECUTE MARKETING?

DATA AND IDEAS

COLLECTION (MEASURE)

VIABILITY ANALYSIS (LEARN)

DEVELOP-MENT

(BUILD)

TESTING & VALIDATION

(MACRO LAUNCH)

LAUNCH

STRUCTURED PROCESS

AND IN ITERATIVE BUILD MEASURE LEARN CYCLES

IDEAS

PRODUCTDATA

LEARN

MEASURE

BUILDFIXEN,IMPROVE, CHANGE

SELL THE IMPROVED PRODUCT

EVALUATE SALES

EXPLICITLY & IMPLICITLYCUSTOMERS ABOUT HOW THEY FIND THE PRODUCT

ITERATION CYCLES

IN NEED OF EXPLAINING THE NEW PRODUCT?

DEMAND GENERATION

WHITE PAPERS & RESEARCH RESULTS

INFORMATIONAL EVENTS & MEETUPS

PROBLEM - SOLUTION FITOFTEN NOT COMPLETE

CUSTOMER DISCOVERY (PROBLEM)

ITERATE OR PIVOT: CUSTOMER DEVELOPMENT

CUSTOMER VALIDATION(SOLUTION)

CONVERT HYPOTHESES INTO FACTS

CUSTOMER DEVELOPMENT

HTTPS://WWW.UDACITY.COM/COURSE/EP245

VALUE PROPOSITIONS & CUSTOMER SEGMENTS

OFTEN UNKNOWN OR INCOMPLETE FIT

VALUE PROPOSITION DESIGN

GET THE BOOK HERE

NEW MARKET

CUSTOMERSUNKNOWN

NEW MARKET

COMPETITIONNONE - BLUE OCEAN

CUSTOMER NEEDSTRANSFORMATIVE IMPROVEMENTS

RISKSDEMAND GENERATION &

LONG TIME BEFORE MARKET TAKES

EXAMPLE:

YEAR 1

CHASMEARLY ADOPTERSPEAK

YEAR 2 YEAR 3

YEAR 5

YEAR 4

YEAR 6

EARLY MAJORITY

GET KEEP GROWTHE CUSTOMER RELATIONSHIPS FUNNEL MODEL

ENGINES OF GROWTHTHE THREE TYPES

PAID STICKY

VIRALENGINES OF GROWTH

PAID (CAC : LTV)

UNHEALTHY RATIO, EXAMPLE

CAC LTV1 11

CUSTOMER ACQUISITION COSTS

CUSTOMER LIFETIME VALUE

HEALTHIER RATIO

CAC LTV1 31

CUSTOMER ACQUISITION COSTS

CUSTOMER LIFETIME VALUE

HOW TO INFLUENCE THE CAC VS LTV RATIO

THE DRIVING FACTORS

THE DRIVING FACTORS

• High churn rate • Low customer

satisfaction

• Recurring revenue • Scalable pricing • Cross-Sell / Up-Sell • Additions to product

catalogue • Lead-Gen for 3rd party

• Sales force in the field • Outbound Marketing

• Network effects • Inbound Marketing • Free or Freemium • Open Source • Free trial • Touchless Conversion • Direct Marketing • Channels • Strategic partnerships

CAC LTV

STICKY (ENGAGEMENT RATE)

30 10 1HTTP://AVC.COM/2011/07/301010/

HOW DO YOU MAKE MARKETING STICKY?

FIVE COMMON PROPERTIES

STICKY MARKETING• STORY: TELL A STORY

• SIMILE: A FIGURE OF SPEECH INVOLVING THE COMPARISON OF ONE THING WITH ANOTHER THING OF A DIFFERENT KIND, USED TO MAKE A DESCRIPTION MORE EMPHATIC OR VIVID (E.G., AS BRAVE AS A LION, CRAZY LIKE A FOX )

• ANALOGY: A COMPARISON BETWEEN TWO THINGS, TYPICALLY ON THE BASIS OF THEIR STRUCTURE AND FOR THE PURPOSE OF EXPLANATION OR CLARIFICATION

• METAPHOR: A FIGURE OF SPEECH IN WHICH A WORD OR PHRASE IS APPLIED TO AN OBJECT OR ACTION TO WHICH IT IS NOT LITERALLY APPLICABLE

• EXAMPLES: USE REAL-WORLD, REALISTIC, RELATABLE EXAMPLES

S S A M E

STORY: THE HERO’S JOURNEY

NETWORK EFFECTS (VIRAL COEFFICIENT)

GROWTH RATE

VIRAL COEFFICIENT (K)

INVITATION RATE X

ACCEPTANCE RATE

See: http://www.forentrepreneurs.com/lessons-learnt-viral-marketing/

HOW DO YOU MAKE MARKETING VIRAL?

SIX COMMON PROPERTIES

VIRAL PROPERTIES• SOCIAL CURRENCY - WE SHARE THINGS THAT MAKE US LOOK GOOD

• TRIGGERS - TOP OF MIND, TIP OF TONGUE

• EMOTION - WHEN WE CARE, WE SHARE

• PUBLIC - BUILT TO SHOW, BUILT TO GROW

• PRACTICAL VALUE - NEWS YOU CAN USE

• STORIES - INFORMATION TRAVELS UNDER THE GUISE OF IDLE CHATTER

S T E P P S

HOW TO MAKE INNOVATIVE ADVERTISING SUCCESSFUL?

EIGHT COMMON PATTERNS

8 PATTERNS• UNIFICATION - AN AVAILABLE ELEMENT OF THE MEDIUM OR IN ITS VICINITY IS USED IN ORDER TO

DELIVER THE MESSAGE

• ACTIVATION - THE VIEWER IS USED AS A “RESOURCE” IN ORDER TO REVEAL THE MESSAGE

• METAPHOR - SYMBOLS OR COGNITIVE FRAMEWORKS THAT ALREADY EXIST IN THE MIND OF THE VIEWER ARE EXPLOITED IN ORDER TO DELIVER THE MESSAGE

• SUBTRACTION - ELEMENTS OF THE MEDIUM CONSIDERED TO BE INDISPENSABLE ARE EXCLUDED

• EXTREME CONSEQUENCE - PRESENTS A VERY EXTREME AND SOMETIMES NEGATIVE SITUATION THAT HAPPENS ASS A CONSEQUENCE OF USING THE PRODUCT

• EXTREME EFFORT - PRESENTS THE EXAGGERATED EFFORTS A COMPANY WIL GO TO IN ORDER TO PLEASE THE CUSTOMER. OR THE ABSURD LENGTHS A CONSUMER WILL GO TO GET HOLD OF THE PRODUCT

• ABSURD ALTERNATIVE - PRESENTS A POSSIBLE, ALBEIT HIGHLY OUTLANDISH AND IMPRACTICAL, ALTERNATIVE TO THE PRODUCT BEING OFFERED

• INVERSION - SUGGEST JUST HOW HORRIBLE THE WORLD WOULD BE WITHOUT THE ADVERTISED PRODUCT

CASE STUDIES

1.CROWDFUNDING AS MARKET VALIDATION

AND FUNDING

10Mwith noproduct

2. NETWORK EFFECTS / VIRAL

Best Regards, John Doe —— “Get your free email at Hotmail”

WHAT HAPPENED?- FILE SHARING ENABLED - WIN-WIN AFFILIATE MODEL

3. FREEMIUM & FREE

4. S.T.E.P.P.S. & VIDEO CONTENT

https://www.youtube.com/watch?v=CjB_oVeq8Lo

5. WORD OF MOUTH: FLIPPING THE FUNNEL

1.2B to Amazon

LET’S CONNECT:TWITTER.COM/BLACKTAR

FACEBOOK.COM/BLACKTAR LINKEDIN.COM/IN/VIDARANDERSEN

VIDARANDERSEN.COM

+ANDERSEN & ASSOCIATESCORPORATE INNOVATION & GROWTH THROUGH ENTREPRENEURSHIP + SCIENCE

YOU@PLUSANDERSEN.COM // +49 151 40 133 149 // WORLDWIDE

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• FLEXIBLEMINIMIZE DOWNSIDE & RISK: TRY DIFFERENT THINGS, FIND OUT WHAT WORKS FOR YOU - OUTSIDE OF YOUR COMPANY BEFORE YOU IMPLEMENT INSIDE

+A INNOVATION CENTER

MENTOR NETWORK

BRAND NAMEACADEMIA

INTNL.EXCHANGEPROGRAMS

EVENT / WORKSPACE

GOVTORGANISATIONS

INTERNATIONALINNOVATION

FORA

BRAND NAMECORPORATIONS

EXCLUSIVEEVENTS

INTNL. CORP.ACCELERATOR

PARTNER

FREELANCERS &

EXPERTS

ENTREPRENEURFOR EIR

STARTUPACADEMY

INFRA-STRUCTURE

INVESTORS +ANDERSEN CORPORATE INNOVATION CENTER & ACCELERATOR

PATRIZIA TOWER

COLOGNE MEDIA PARK

+ANDERSEN & ASSOCIATESMARKETING OF INNOVATION UNIVERSITY OF APPLIED SCIENCES AND ARTS NORTHWESTERN SWITZERLAND 12.02.2015

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