Creuna_Frukostseminarie_15_02_2011

Building marketing into your product

Karin:+46 733 113 042karin@creuna.se

twitter.com/karineng

Martin:+46 733 113 172martin.deinoff@creuna.setwitter.com/martindeinoff

We see - Comeback of TV- Growth of Online- Questions for Print- Rise of Mobile

But is the channel important?

Or the message?

If we talked to peoplelike advertising talk to people, we would have no friends

Interruption:1% Fun

2 % Relevant97% Crap

100% Not asked for

OR WE COULD PLAY SOME GOLF?

YES GOLF!

YES!YEAH!

YES!

YES!

The new generation of marketing is all about

understanding and respecting the power

of the users

The new generation of marketing is all about

understanding and respecting the power

of the users

Without With

Without With

Best price, I

promise

Without With

Without With

Without With

Without With

The old model is not working

You need to add value

ADDED VALUE

In a world of total transparency...

that is damn efficient...

and where consumers havea constant dialogue...

it is better to be good

than to try to convince people that you are good

You need to build marketing into the product or service.

Make the product or service so great that you don’t need interruption marketing.

WE USE THIS

SIMPLE MODEL:

ProductService

ProductService

Old School Marketing

Valu

e

A

dding digital PlattformProductService

Old School Marketing

Social Networks Valu

e

A

dding digital PlattformProductService

Old School Marketing

PRODUCT

= BETTER PRODUCT

+ ENHANCEMENT

PRODUCT

= BETTER PRODUCT

+ DIGITAL AUGMENTATION

$20

$20

$1

$20

$1

$0.0

15 - 20 % more expensive

Vague productPerson to person

Clearer productBetter reach

Product = self image + spreading the message

Time to work peopleLet’s try this model

INFORMATIONSFÄLTEN KONTAKT

15 minutesWork in pairsShare results

Time is outWho would like to share their thoughts?

This is what we came up with:

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates Book now

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Thank you !!You have book service

Date: 17th of NovemberDealer: Volvo Service Center

Type of service: 60.000 kmEstimated cost: kr. 4.500,-

Show details Reschedule

Remind me Transferee to GPS

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates Book now

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates15 Dec 2009 // 42,322 kmFan belt changed by John Jensen. See receipt

15 Dec. 2009 // 42,322 kmOil service by Anders ØstergaardSee receipt

2. Mar. 2009 // 38,789 kmBodywork by Mads JensenSee receipt. See insurance claim.

3. Jan 2009 // 31.314 kmRegular service, 30.000 km by Anders Østergaard. See receipt

13. Oct 2008 // 26.800 kmChange of ownership. See details

Service historyZC 42 564 // Volvo V70 2.4. 2008VIN: YV1BW64528175563341

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View datesYou have visited two Volvo dealerships within the last 12 months. Please rate your experience.

Volvo Greater Copenhagen, Copenhagen ØServiceQuality

Jens Hansen & Søn, Volvo, Copenhagen SServiceQuality

Rate your dealershipAre you completely satisfied with your Volvo dealership?

RATE

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates

Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.

12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates

Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.

12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.

Want to ask us anything?We will be happy to help you. Get in touch and wewill get right back to you !!

SEND

How do I check fluid level in my car?

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates

Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.

12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.

How to check fluid level in your car

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates

Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.

12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.

How to check fluid level in your car

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates

Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.

12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.

How to check fluid level in your car Be safe

Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more.

BUY NOW

DKK 2.375,-Your Volvo Online price:

I have this already

Go to the Volvo Shop >

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates

Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.

12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.

How to check fluid level in your car Be safe

Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more.

BUY NOW

DKK 2.375,-Your Volvo Online price:

I have this already

Go to the Volvo Shop >

My images See other Volvo V70 owners’ galleries

<1 - 2 - 3 - 4>

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates

Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.

12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.

How to check fluid level in your car Be safe

Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more.

BUY NOW

DKK 2.375,-Your Volvo Online price:

I have this already

Go to the Volvo Shop >

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates

Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.

12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.

How to check fluid level in your car Be safe

Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more.

BUY NOW

DKK 2.375,-Your Volvo Online price:

I have this already

Go to the Volvo Shop >

Owner to owner

4 x 17” ‘R’ alloys. Will fit YOUR car. DKK 1.500,- Northern Jutland.

Contact seller.

See more used parts for YOUR car

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates

Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.

12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.

How to check fluid level in your car Be safe

Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more.

BUY NOW

DKK 2.375,-Your Volvo Online price:

I have this already

Go to the Volvo Shop >

Owner to owner

4 x 17” ‘R’ alloys. Will fit YOUR car. DKK 1.500,- Northern Jutland.

Contact seller.

See more used parts for YOUR car

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates

Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.

12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.

How to check fluid level in your car Be safe

Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more.

BUY NOW

DKK 2.375,-Your Volvo Online price:

I have this already

Go to the Volvo Shop >

Owner to owner

4 x 17” ‘R’ alloys. Will fit YOUR car. DKK 1.500,- Northern Jutland.

Contact seller.

See more used parts for YOUR car

Thank you for your order.

Since your care is scheduled for service at Volvo Service Center at the 17th of November. Do you want us to mount your new rims then? Yes

No, ship them to my home address

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates

Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.

12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.

How to check fluid level in your car Be safe

Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more.

BUY NOW

DKK 2.375,-Your Volvo Online price:

I have this already

Go to the Volvo Shop >

Owner to owner

4 x 17” ‘R’ alloys. Will fit YOUR car. DKK 1.500,- Northern Jutland.

Contact seller.

See more used parts for YOUR car

EditABC 123Volvo V70 2.4. 2008.

Calculate residuals

Fuel consumption

Zoom Eco driving

Next Service

Due in two months. Your dealer has an open slot this tuesday.

Book now

View dates

Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.

12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.

How to check fluid level in your car Be safe

Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more.

BUY NOW

DKK 2.375,-Your Volvo Online price:

I have this already

Go to the Volvo Shop >

Your holiday Volvo

Your trip to Barcelona is coming up (TripIt)

Remember to bring your car key !!

Owner to owner

4 x 17” ‘R’ alloys. Will fit YOUR car. DKK 1.500,- Northern Jutland.

Contact seller.

See more used parts for YOUR car

What is the product?The car or the car + service?

Thank you!Martin Deinoff

martin.deinoff@creuna.se

twitter.com\martindeinoff

Karin Engström

karin@creuna.se

twitter.com\karineng