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Building marketing into your product
Karin:+46 733 113 [email protected]
twitter.com/karineng
Martin:+46 733 113 [email protected]/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
twitter.com\martindeinoff
Karin Engström
twitter.com\karineng
