Chapter 12 Power New Ideas The ! ! of

The Power of New Ideas ! n The Challenge of Change n New Agencies n New Media... The Internet n New Marketing Services n New Products n New Ideas & You!

The Challenge of Change n The Speed of Change n Uncertainty More Volatility n Inertia n Uncertainty More Volatility n Inertia Evaluation accelerates change Evaluation accelerates change Resistance to Change

The Challenge of Change n Information l PowerShift n Information l PowerShift n Innovation l The Dilemma n Innovation l The Dilemma

The Challenge of Change n Information l PowerShift n Information l PowerShift n Individualization l Personalization is this The Next P? n Individualization l Personalization is this The Next P? n Innovation l The Dilemma n Innovation l The Dilemma

The Ps vs. the Cs n Four Ps n The Four Cs l Consumer l Cost l Convenience l Communication n The Four Cs l Consumer l Cost l Convenience l Communication n Its all about The Fifth P People l Product l Price l Place l Promotion l Product l Price l Place l Promotion

New Products: n New Trends/Bad News l Slow/No growth l More Alternatives l Less Time l Slow/No growth l More Alternatives l Less Time l Campbells trying to add convenience and quality

New/Old Products: n Old Trends/Good News l Up in a Down Economy s Veggies + Value l Up in a Down Economy s Veggies + Value l Campbells + V-8 s A Green brand l Campbells + V-8 s A Green brand

New Products: n New Trends/Good News l High growth l Fills Unique Need l Saves Time l Smart Phones l High growth l Fills Unique Need l Saves Time l Smart Phones l Competition grows rapidly l Competition grows rapidly

New Products: n And Those New Trends Create More New Trends … n And Those New Trends Create More New Trends …

New Agencies: n Agencies, like all businesses, respond to the market. n New & Growing Segments l Asian-American n Agencies, like all businesses, respond to the market. n New & Growing Segments l Asian-American Eliot Kang - Kang & Lee

New Agencies: n Agencies, like all businesses, respond to the market. n New & Growing Segments l Asian n Agencies, like all businesses, respond to the market. n New & Growing Segments l Asian l Hispanic Melissa Lammers Y&R Puerto Rico Melissa Lammers Y&R Puerto Rico

New Agencies: n Agencies, like all businesses, respond to the market. n New & Growing Segments l Asian n Agencies, like all businesses, respond to the market. n New & Growing Segments l Asian l Hispanic l Interactive Melissa Lammers Y&R Puerto Rico Melissa Lammers Y&R Puerto Rico

New Media: n New Target Segments New Hispanic Magazines Latin Pak - Hispanic Direct n Worldwide Growth

n THE New Medium... New Media: n New Target Segments News Corporation Russian Outdoor n Worldwide Growth

n The Beginning… l 1969 ARPAnet l l 1986 NSFNET l 1987 UUNET l 1991 HTML n The Beginning… l 1969 ARPAnet l l 1986 NSFNET l 1987 UUNET l 1991 HTML The Internet:

n Browsers & Web sites The Internet: l 1993 Mosaic GUI l Web sites l ,000 Web sites! l 1993 Mosaic GUI l Web sites l ,000 Web sites!

The Internet: l 1994 First Banners (HotWired) n Browsers & Web sites l 1993 Mosaic GUI l Web sites l ,000 Web sites! l 1993 Mosaic GUI l Web sites l ,000 Web sites!

n Advertising Choices The Internet: Do You Yahoo? Do You Yahoo? l Destination Sites l Micro-sites l Banner Ads l Destination Sites l Micro-sites l Banner Ads l Portalslike AOL and…

n Three of the Big Issues: The Internet: l Click Through l Marketing s The Birth of Spam s A Direct Revolution l The Dot.com Explosion s A Financial Disaster ( ) s A Relationship Revolution s $$$ recovery by l Click Through l Marketing s The Birth of Spam s A Direct Revolution l The Dot.com Explosion s A Financial Disaster ( ) s A Relationship Revolution s $$$ recovery by

n Bob Pittman Media Star The Internet: l A new TV idea… l He starts l Then AOL l AOL/Time-Warner In charge of New Ideas l AOL/Time-Warner In charge of New Ideas l Started in Radio

n Bob Pittman Says… The Internet: This is not a test. The Internet has arrived. The mass market is moving to interactive. Convenience is King! Big Brands Win.

The Internet: n Interview with Bob Pittman

n New Internet Brands The Internet: e-bay

n New Internet Brands The Internet: l What are Your Favorite Internet Brands?

New Marketing Thinking: n Account Planning (Agencies) n Consumer Insight (Marketers) n Brand Journalism l Larry Light/McDonalds n Brand Journalism l Larry Light/McDonalds l Four Cultural Languages s Sports, Fashion, Music, & Entertainment l Four Cultural Languages s Sports, Fashion, Music, & Entertainment

New Marketing Services: n The Continuing Shift to a Consumer-Driven Perspective n DeeDee Gordon and Cool Hunt n The Continuing Shift to a Consumer-Driven Perspective n DeeDee Gordon and Cool Hunt l Not just what kids think, but what the cool kids think. l Not just what kids think, but what the cool kids think.

New Ideas & You n Which Powershift works for you? l New Products/ Growing Markets l New Agencies l Hot New Media l New Marketing Service Companies l New Products/ Growing Markets l New Agencies l Hot New Media l New Marketing Service Companies

New Ideas & You n Some Examples: l Green Marketing & Energy l New Target Groups l Health Care l New Media-based Concepts l Agencies that specialize in these business areas n Some Examples: l Green Marketing & Energy l New Target Groups l Health Care l New Media-based Concepts l Agencies that specialize in these business areas

New Ideas & You n Remember... n Remember... Ideas are a powerful driving force in our economy! Ideas are a powerful driving force in our economy!

Questions: n Your l Questions n Go l Here n Your l Questions n Go l Here