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DESIGNING AN EFFECTIVE MARKETING INNOVATION LAB
OR...
HOW TO MOVE FAST AND INVENT THE FUTURE
HOW DO WE MAKE BRAVE DECISIONS WITHOUT JEOPARDIZING THE
COMMERCIAL CYCLE?
THE INSIGHT
BREAKTHROUGH INNOVATION CAN’T HAPPEN WITHIN ORGANIZATIONS THAT ARE DESIGNED TO RUN EFFICIENT FIXED STRUCTURES & PROCESS’.
TECHNOLOGY IS MASSIVELY DISRUPTING CONVENTIONAL MARKETING & ADVERTISING
200 MILLION USERS ARE ALREADY USING AD-BLOCKING SOFTWARE GLOBALLY.
https://app.optimal.com/?utm_source=Triggermail&utm_medium=email&utm_campaign=Post%20Blast%20%28bii-digital-media%29:%20US%20ad-block%20usage%20expected%20to%20more%20than%20double%20by%202020&utm_term=BII%20DMedia%20Content%20ONLY#/marketing/survey
CHANGE IS CHALLENGING
ONLY 2% OF BUSINESS LEADERS FEEL PREPARED FOR CHANGE
ONLY 29% FEEL ABLE TO CAPITALIZE ON THE OPPORTUNITIES CHANGE OFFERS
JUST 18% DESCRIBE THEMSELVES AS SUCCESSFUL IN MANAGING CHANGE
http://www.economistgroup.com/marketingunbound/the-next-big-thing/maxus-business-leaders-change-survey/
WE HAD TO CREATE A SPACE THAT GAVE US:
PERMISSION TO EXPERIMENT, TO LOOK TO THE FUTURE OF OUR BRAND, AND HARNESS NEW
TECHNOLOGY OPPORTUNITIES TO DRIVE CHANGE.
UNDERSTANDING THREE KEY FACTORS
1. YOUR ORGANIZATION2. TECHNOLOGY
3. CHANGE
BE PURPOSE DRIVEN:WHY DO WE EXIST AS A COMPANY AND WHAT PROBLEMS ARE WE TRYING TO SOLVE IN PEOPLE’S LIVES?
WE BELIEVE IN MAKING THE WORLD A MORE OPEN-MINDED PLACE, ONE ABSOLUT NIGHT AT A TIME.
LOOK INWARD:HOW ARE YOU GOING TO CONTRIBUTE TO INVENT THE FUTURE OF YOUR BUSINESS?
ELEVATING THE VALUES OF INNOVATION WITHIN OUR ORGANIZATIONAL CULTURE, AND DEVELOPING TRULY NEW IDEAS.
LOOK OUTWARD:HOW ARE YOU GOING TO CONTRIBUTE TO MORE EFFECTIVELY COMMUNICATE WITH CONSUMERS?
TO UNLEASH NEW TECHNOLOGIES AND OPPORTUNITIES THAT INSPIRE GREATER SOCIAL CONNECTION AMONGST OUR AUDIENCE.
DISRUPTIVE INNOVATION
SUSTAINABLEINNOVATION
ITERATIVE INNOVATION
NOW NEW NEXT
AVERAGE LARGE ORGANIZATION
DISRUPTIVE INNOVATION
SUSTAINABLEINNOVATION
ITERATIVE INNOVATION
NOW NEW NEXT
AVERAGE LARGE ORGANIZATION
Art(Historical
Thread)
Music(Contemporary
Thread
Technology(FutureThread)
Nightlife
Exploring products, utilities, and experiences related to art, music, and tech that can influence the shape of nightlife.
Pre-Gaming In the moment(On Premise)
NightclubBar
In the Moment(Off Premise)
House Party
The Memories
Pivot Preserve
What Makes an Idea Worth Progressing?
The Insight:Less than 1% of people who want to go to
a major event actually get in.
The Idea:Taking Absolut Events & Experiences to Everyone.
Closed Beta TestDecember 2014
A Small Crowd
+Some
Basic Tech
+Editing &
Viewing Test
Open Beta TestJuly 2015
A Large Crowd
+A Sell Out Concert
+A Lot of Tech &
a Live 360° Broadcast
+5,000 Branded
Headset Giveaway
+600 Viewing
Parties Nationwide
A Global Electronic
Music Artist
The latest 360° VR
Tech
+An Immersive,
Interactive VR Film
+Headsets
designed by the artist
+Monetization
Strategy
+
+
Accelerate & ScaleJuly 2016
THINGS TO WATCH OUT FOR
DO I HAVE PERMISSION AND TIME TO EXPERIMENT & FAIL?
IE: ARE THE CEO & CMO BACKING THIS 100%?
WITHOUT THE ABILITY TO EXPERIMENT & FAIL YOU CAN’T LEARN AND DEVELOP TRULY NEW IDEAS
HOW DO WE MEASURE SUCCESS?
DON’T CONSTRAIN IDEAS BY APPLYING TRADITIONAL MARKETING MEASUREMENT METRICS.
APPLYING TRADITIONAL MEASURES WILL PRODUCE TRADITIONAL IDEAS
DO WE UNDERSTAND HOW TO WORK IN CREATIVE SPRINTS?
ARE WE SET UP TO WORK IN CREATIVE SPRINTS AND DEVELOP NEW IDEAS QUICKLY?
AND IF ANYONE HAS AN IDEA IN YOUR COMPANY IS IT TREATED WITH RESPECT, OR CAN ONLY CREATIVES HAVE IDEAS?
WHAT CAN A MARKETING INNOVATION LAB DO?
ENABLE YOUR ORGANIZATION TO THINK & ACT LIKE A STARTUP
INSPIRE AN INNOVATION CULTURE
IGNITE NEW WAYS OF WORKING AND SOLVING PROBLEMS
UNEARTH BREAKTHROUGH NEW IDEAS
SOLVE BIG PROBLEMS
“THE BEST WAY TO PREDICT THE FUTURE IS TO INVENT IT.” ALAN KAY
Chris Johns@thechrisjohns
Afdhel Aziz@afdhelaziz
Joao Rozario@joao_rozario
