1. Presents

2. New Way Of Marketing
Behavior Economics by W.Steinmann

3. Industrial Brand Management In
Memoriam

4. Welcome To The Era Of
Behavior Economics.

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. ”Because companies can now
interact directly with customers, they
must radically reorganize to put
cultivating relationships ahead of
building brands.”
– Roland T. Rust, Christine Moorman, and Gaurav Bhalla
in Rethinking Marketing / Harvard Business Review

7. "I believe advertising is the tax you
pay for being unremarkable.”
- Robert Stephens, the founder of GeekSquad

8. Lady Gaga – tax free

9. Welcome To The Era Of
Behavior Economics.

10. We can handle it.

11. Mikko Kaijansinkko – Strategy Director

12. W.Steinmann develops marketing in
era of behavior economics
Advertising
Strategic
Brands

13. "I believe advertising is the tax you
pay for being unremarkable.”
- Robert Stephens, the founder of GeekSquad

14. Remarkable > Innovation

15. “Innovation has transformed into cute
bunny everybody loves.”
- Alf Rehn, Professor Åbo Akademi

17. Everybody Can Innovate –
Break The Old To Create New:
Traditional Restaurant
You step in to restaurant
You meet waiter
You get a table
You see the menu
Your choose the serving and order it
Chef prepares the food
Waiter brings the food serving to table
You eat the food and pay for it to waiter / cashier
You leave after eating (and paying)

18. 80/20 Rule Of Innovation?

19. Innovation Drives Change.
Without Change It’s Not Innovative.

20. Can You Name These Innovators?

21. Which One Is Different?

22. Can You Spare A Change?
The role of marketing department is about to change
The role of sales department is about to change
The role of research department is about to change

23. The Role Of Marketing
From buyer to producer
From silo to network
From expert knows-it-all to collaboration

24. The Role Of Sales
From seller to director/producer
From silo to network
From expert knows-it-all to collaboration

25. The Role Of Research
From past oriented to future oriented

26. The Role Of Research
From past oriented to future oriented

27. In Future You All Market, Sell And
Search For Knowledge.

28. If Not… You’ll Become Detroit

29. How Do You Feel Now?

30. Scratching The Surface Of
6 W’s Of New Way Of Marketing

31. What
Why Not. /
When
Barriers
6 W’s Of
Marketing
Where Why
Who

32. What
New Marketing - What
What = social brand driven new marketing process
Social media – NOT without social brand
Social brand house rules

33. What
Social Media – NOT Without Social
Brand

34. Social Brand House Rules

35. When
New Marketing - When
When = continuous instead of hit and run campaigns
Old vs. New Model
New campaign model is about continuous customer
cultivation

36. When
Old Vs New Model

37. New Campaign Model Is About
When
Continuous Customer Cultivation

38. New Marketing - Why Why
Why = to create stronger bond with customers in
order to grow and improve efficiency
Consumer life-time value

39. Consumer Life Time Value Why
Customers / consumers are the most valuable brand assets
Brands focus too much on new consumers in expense of
current consumers
You are not in charge anymore. They are more important to
you than you are to them.

40. New Marketing - Who Who
Who = everybody, especially marketing & sales
How to do this tomorrow?

41. Follow The House Rules

42. New Marketing - Where Where
Where = in touch points: real life, on-line, media,
customer
What is a touch point?

43. Touch points are places where person
interacts with brand voluntarily
Where

44. Why
Not.
New Marketing – Why Not / Barriers
Why Not. / barriers = not yet, what’s the ROI
New metrics to measure success

45. Why
Not.
New Metrics To Measure Success
Sentiment metrics – feelings and emotions
Engagement metrics
From measuring yelling to measuring change of behavior

46. Social Brand
New Metrics Continuous
New
Marketing
Touch Points Stronger Bond
Everybody Does

47. Case: Social Brand Entering To Travel Market

48. Case Presents What & When W’s Of
Matkapaikka
What – social brand driven new marketing process
When – continuous instead of hit and run campaigning

49. Matkapaikka Is An On-line Travel Agency
With User Friendly Booking System

50. Everybody deserves their
own travel agency – matkapaikka.fi

51. What = Social Brand Driven New
Marketing Process
Matkapaikka Producer develops
content
Activities based on tailor made
proposition
House Rules in use
Planning starts with touch points and
developing social objects
Many interest related sites drive
relationship

52. When = Touch Point Based
Continuous Campaign Planning
Scripted launch plan on weekly basis
Partner generated content
User generated content, both direct and linked (e.g.
Travelpedia)
Social networking (Facebook) drive sharing
Branding by selling

53. Examples Of Activations

65. Everybody deserves their
own travel agency – matkapaikka.fi

66. Questions?

67. Thank You!