Recent Innovations in Marketing Presented by Theresa Quintanilla
Sponsored by Pitney Bowes July 14, 2005
HDMA Luncheon ( (281) 433-2302
Innovation / Successful Users / Cost, risk / BenefitsOnline communities
Example: / Continental Airlines,
Starwood Hotels / Time, humility and respect
Management commitment or indifference / Branding, referrals, ability to test and refine offerings, can replace focus groups
Networking Sites
Example: LinkedIn / Saurage Research, Sean Stoner, Ross LeFevre / Time to create profile and participate, abuse does occur / Low cost
Global connections
Search Engine Optimization
Examples: inkjet printers and offset printing Houston / Hewlett-Packard, A&E
( / Invest in content and search engine expertise, software to track results / Market leadership, awareness, leads and sales, deeper customer understanding
Paid Search Listings
Examples: extended reach drilling and soft side cooler / Baker Hughes, Target, Igloo / Good copywriting, results tracking and optimized landing pages on the web site / Offer testing and fine-tuning, sales and awareness, branding
Specialized Search Sites
Example: local interactive classified ads / Houston Chronicle,
A9 Yellow Pages
( / Specialized technology must be built or licensed.
Niche audience / Once successful, easy to expand
Higher loyalty from users
Attitude / Lifestyle Segmentation
Example: Pitney Bowes CCM ( / Best Buy, Boston Proper, Gevalia ( / Extensive research and/or data appendage required, justified by large, diverse customer base / Improved response rates and/or profitability. After segments are established, growth easier.
Recent Marketing Innovations (July 14, 2005)Page 2
Innovation / Successful Users / Cost, risk / BenefitsGreen Marketing / GE ecoimagination
(Green is green) / Market for environmentally and socially sensitive products is still developing.
Best bet is new product development, not communications / Newsworthy
Brand image
Behavioral Marketing / Lexus, Forbes.com, Absolut Vodka, W5 Technologies / Privacy concerns
Infrastructure for collecting and matching transaction and customer data / Profitability and customer knowledge
Lead control
Predictive modeling
Voice Messaging
Example: SmartReply
dev/video_crm_signup.html / Sports Authority, Houston Symphony, Stage Stores / Data collection and DNC management
Usually used only for customers / Very short lead time
Low cost, competitive response rate
Video on Demand (iTV)
Example: Comcast
topprograms/ / Reebok (
Burger King (?) / Must produce programming viewers will elect to view
High production costs
Few proven methods / Engagement
Consumer-Generated Media
Example: Converse Gallery,
Vespa photos / Converse, Vespa
( / Infrastructure to monitor and manage public submissions
Top management commitment / Engagement
Brand community
More content for web site
Referrals
Recent Marketing Innovations (July 14, 2005)Page 3
Innovation / Successful Users / Cost, risk / BenefitsBlogs
Example: Robert Scoble of
Microsoft, Vespaways / Microsoft, Vespa
(
/ Right people to blog must be located (mature, good and facile writers)
Corporate ability to manage process without killing spontaneity / Chance to tell stories, put brand into context
Brand community
More content for web site
Referrals
Media Meshing
Example: American Idol
( / Coca-Cola, Cingular, Starburst
( / Must invest in several channels simultaneously—usually TV, phone messaging and web site
Usually need promotion or contest as well / Engagement
Product trial
Brand community
Referrals
Viral Marketing
Examples: Party in your
Panties, Subservient Chicken / Crunch Fitness, Burger King
( ) / Brand must ride on something people want to share
High risk of failure / Engagement
Newsworthy
Extended reach
Recent Marketing Innovations (July 14, 2005)Page 4
Other References
Pitney Bowes’ Communicating with Angel and Demon Customers webinar:
OR
The book:
Angel Customers and Demon Customers: Discover Which is Which and Turbo-Charge Your Stock
by Larry Selden, Geoffrey Colvin. Published by Portfolio in 2003.
Trendwatching Sites and Newsletters:
Note: I strongly recommend that you set up a separate email account at GMail (Google) or Yahoo to receive your email newsletters.
That way they won’t clutter up your workspace or take up valuable bandwidth while they’re downloading.
Plus you can just let them accumulate there forever for free.
Theresa Quintanilla’s blog on innovation, marketing and social trends
(not a blog, extremely well-organized)
MediaPost (
email newsletters, especially Amy Corr’s Out to Launch newsletter
iMediaConnection (
ClickZ (
email newsletters, especially ClickZ Experts
AAF SmartBriefemail newsletter