Ways to bake your advertising into your product

Aboutadver,sing

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BACKGROUND

The problem with products Besides advertising, the USP is often nowhere to be found

The problem with products And in worlds of innovation overload, you simply get lost…

help

The problem with advertising Years of over exaggerated promising and messaging

made advertising impact go down (FORRESTER)

The problem with advertising

54%FeelsmanipulatedbyAds

63%FeelthatAdshave

relevancetothem

(FORRESTER)

finally dare to leave the eighties

The old rule was:

Create safe, ordinary products and combine them with mass marketing

The new rule is:

Create truly innovative products, and build the marketing right into it

❉  Today being acceptable is the most dangerous marketing position ❉  It is time to break down the walls between product and messaging,

and make both tell the same story ❉  It is time to bake in the marketing into the product. Mix

the product innovation with the marketing innovation

R&D Marke-ng

BECAUSE

❉  The stuff we notice is the stuff we tend to buy ❉  The stuff we notice is the stuff that feeds peer-to-peer promotion ❉  Innovative product and marketing design creates new markets, instead of

reaching old markets

10 WAYS TO BLEND THE PRODUCT AND THE MARKETING

(and be remarkable enough to be talked about)

#1 Use digital to redefine the way

customers experience your product or service

make the process more convenient

extend the product with a service for to the consumer

extend the product with a service for to the consumer

[TheCrèmeBrûléeCarthasmorethen7000followersontwiNertotrackitsloca,oninSanFrancisco]

make product accessible and self-service

go multi-channel

don’t think computer, think human ware

[SleepCyclealarm:applica,onmeasuringyoursleep,andwakingyouupattherightmomentofyoursleepcycle]

#2 Extend your definition of Design

not product, but product cycle

[HermanMiller,Mirrachair,designedtoassemble,disassemble,takeback,recycle,adjustergonomics…andfinally,tobeadesignerchair]

not product, but user experience

design for people, planet profit, not just profit

[TheGdiapers:Washable,compostable,disposable,non‐chlorine,plas,c‐free,cradle‐to‐cradlediapers]

#3 Sell it in a new way

think cross-industry

[Apple:compu,ngmeetsmusicindustrymeetstelecommeetspublishingmeets…]

not machine, but club of enthusiasts not commodity, but luxury

infiltrate in the culture in new ways and create new consumption occasions

not buying car, but consuming kilometres

source promotion and advice out of the market

#4 Put the consumer in the

designer chair

let consumer buy what they create, and create what to buy

let them express their identity trough the product

include consumers’ skills

[LaurenLuke’smake‐upkitthatcomeswithYoutubetutorialsandotherservicesthathelppeoplebecomeprosumerswhenitcomestomake‐up]

#5 Be attractively good

- Make love

let consuming be the new giving, and giving the new consuming

[NIKAturnsconsumingwaterintogivingaccesstowater]

let consuming be the new giving, and giving the new consuming

[TheSONNAN:Foreverysolarpoweredlampsold,IkeaoffersonetoUNICEF,toenablekidstostudyacerdark]

Make products that demonstrate company values

[VRT/Eén:babyslabbekeforallkidsthatareoneyearoldin2010]

Do no harm

[HEMApaintforkids,100%toxicfree]

#6 Be perfectly wrong

- Make trouble

Designed to be the opposite of the norm

[Uglydolls,Theoppositeofcute,SpecialtyToyoftheYear2006]

Challenge consumer conventions

[Designerdressesforrent,notforsale]

Be remarkable by putting expectations upside down

[Frutels;chocolatesagainstacné]

Do exactly the opposite as the industry

[MINI:whileallbrandsweregoingbig,male,powerfulandverySUV…]

Do exactly the opposite as you did before

[NikeFree:arunningshoethatoffersbarefootrunningexperience,whiletheen,remarketisdominatedby‘givingmoregrip’,andreducechanceoninjury]

#7 Let the product tell the story

Make an ad-on

[Innocent:theBigKnit:charitytosupportpoorelderyintheUKduringwinter,me,bysellingtheirkniNedhatsontopopsmoothieboNles]

Use the product (packaging) as a story book

[Boxedwater]

Let every use be a promotional product demonstration

[Bromptonfoldingbikes]

Make the total product story transparent

[Made‐byisalabelforethicalandsustainablefashionthatallowsclientstodo‘fair‐tracing’:trackandtracetheen,reproductlifecycleoftheirclothes]

Show-off the story in the design and presentation

[KuyichijacketsmadefromPETfibers]

Open the production process for people to observe

[AlaindeBoNon’sbook‘AWeekattheairport’iswriNenduring‘aweekontheairport’.Hiswri,ngappearedliveonabigscreen]

Turn production story into the brand and turn the brand into production story

[SunChips:firstchipsbakedbythesunandpackedinpackagingthatdecomposesbysunlight]

#8 130 Be extreme

Be the best-of-the-best

[WineCellarSorbets:Mostexclusiveofallice‐creams]

Be weird

[Commedesgarçons‘an,‐perfumes’:’Dryclean','Garage','Skai','Soda'and'Tar'.]

#9 130 Destroy

Take something away, to create something new

[BoNledWaterFreeTownsrevalueboNledwater]

Sacrifice features

[AsFlipreducedradicallyabroadseriesoffeatures,andlecnothingbutaUSBconnec,on,alensandthebuNonstocontrol,itcreatedtheperfect

day‐to‐daycamera.]

#10 134 Make what’s inside visible

on the outside

Show the inside technology

[Backinthe1940’s:Fendermadeitacceptablethatelectricguitarsareflatbyshowingoffthesoundpick‐ups

intheguitardesign]]

The best product design is sometimes no design

[TheJapanesebrand“BananaJuice”]

THE KICKSTART QUESTIONS

❉  Can we drastically improve or redefine the product experience with the power of digital?

❉  Can we create a distinctive story by embracing a much broader design perspective? ❉  Can we get in the spotlight by a totally new way to sell our product or service?

❉  Can we build a more intimate relation with our consumers by involving them in the design process?

❉  Can we be the talk of the town by being attractively good for society? ❉  Can we be talk of the town by being perfectly wrong?

❉  Can our product do the talking by carrying the story in a fresh way?

❉  Can we stand-out by being the extremist of the category? ❉  Can we stand-out by throwing things away? Erasing things? Destroy things?

❉  Can we be remarkable by making the invisible visible?

BUT WHAT ABOUT OLD MEDIA ADVERTISING?

Remember great products use advertising as a display window.

And boring products use advertising as a smokescreen.

The more exciting the innovation, the more transparent the communication.

THANKS FOR YOUR ATTENTION Inspired by and stolen from:

❉  Alex Bogusky & John Winsor: Baked In, ‘creating products and business that market themselves’ ❉  Tom Himpe: The conversation starts from within ❉  Trendwatching.com, the 2010 Trendreport

Assembled and arranged by Stefaan Vandist, strategic planner, 10 Advertising