WHAT DRIVES THE SHARING ECONOMY?

Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 1

NOT THE GOLDEN BOYS
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 2

BUT A NEW MARKETING LOGIC
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 3

POWERED BY UBIQUITOUS DIGITAL TOUCHPOINTS
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 4

THE MARKETING LOGIC IN THE GOOD OLD DAYS
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 5

E-COMMERCE 1.0
(YESTERDAY)

FABRICATION

SELL

CONSUMER

SELL PRODUCTS „AS IS“ ONLINE
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY?

BUY & „DESTROY“
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TSUNAMI-LIKE TRANSITION
(TODAY)

FASCINATE

CHOOSE

USER

STUCK IN THE TRADITIONAL ATL MARKETING ROUTINE
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY?

SEARCH & COMPARE
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THIS LOGIC IS BROKEN
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 8

COMPETITION 1-CLICK AWAY

Client: SINNERSCHRADER

Project: WHAT DRIVES THE SHARING ECONOMY?

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TRANSPARENCY

Client: SINNERSCHRADER

Project: WHAT DRIVES THE SHARING ECONOMY?

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PRODUCTS BECOME COMMODITIES

Client: SINNERSCHRADER

Project: WHAT DRIVES THE SHARING ECONOMY?

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PETER DRUCKER

PETER DRUCKER

THE GREATEST DANGER IN TIMES THE GREATEST DANGER IN TIMES OF TURBULENCE IS NOT THE OF TURBULENCE IS NOT THE TURBULENCE; TURBULENCE; IT IS TO ACT WITH IT IS TO ACT WITH YESTERDAY'S LOGIC YESTERDAY'S LOGIC
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 12

RED OCEAN

TRANSITION
(TODAY)

FASCINATE

CHOOSE

USER

SEGMENTED PUSH OF PRODUCTS & SERVICES

SEARCH & COMPARE

Client: SINNERSCHRADER

Project: WHAT DRIVES THE SHARING ECONOMY?

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CXO QUESTION #1 IN 2013:

HOW DO YOU LEVERAGE DIGITAL TECHNOLOGY TO CREATE TRUE COMPETITIVE ADVANTAGE AND MAKE US MORE RELEVANT IN THE MARKET?
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 14

ANSWER:

IT‘S ALL ABOUT DIGITAL ENABLED SERVICES – NOT PRODUCTS
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 15

DIGITAL CONTINUUM
(NEXT)

FUSE EXISTING OFFERINGS WITH DIGITAL SERVICES TO INTEGRATE INTO REAL-LIFE ACTIVITY STREAMS

F

USE

R BOOST ADDITIONAL VALUE-IN-USE

Client: SINNERSCHRADER

Project: WHAT DRIVES THE SHARING ECONOMY?

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DIGITAL SERVICES BOOST THE VALUE-IN-USE +
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 17

DIGITAL SERVICES BOOST THE VALUE-IN-USE +
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 18

DIGITAL SERVICES BOOST THE VALUE-IN-USE +
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 19

DIGITAL SERVICES BOOST THE VALUE-IN-USE +
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 20

DIGITAL SERVICES BOOST THE VALUE-IN-USE +
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 21

NEW MARKETING LOGIC:

SERVICE FIRST, PRODUCTS SECOND
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 22

SERVICE FIRST, PRODUCTS SECOND
Product-dominant logic Transition Service-dominant logic

– 1950s

1950–2000+

today & tomorrow

Client: SINNERSCHRADER

Project: WHAT DRIVES THE SHARING ECONOMY?

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OK, BUT HOW SHOULD YOU START?
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 24

IDENTIFY A RELEVANT INSIGHT
F

USE

R

Client: SINNERSCHRADER

Project: WHAT DRIVES THE SHARING ECONOMY?

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IDENTIFY A RELEVANT INSIGHT

Book empty houses from locals gained city-insights from a fresh, local perspective, making for a truly authentic and memorable experience.

Client: SINNERSCHRADER

Project: WHAT DRIVES THE SHARING ECONOMY?

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IDENTIFY A RELEVANT INSIGHT

People don‘t want to buy and own cars, but drive and experience integrated mobility.

Client: SINNERSCHRADER

Project: WHAT DRIVES THE SHARING ECONOMY?

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CREATE A DIGITAL PLATFORM
Marketing built-in Beautiful & easy to use

PLATF OR

M
F

ITAL DIG

USE

R

PLAT F O R

L A T I DIG

Data-driven

Client: SINNERSCHRADER

Project: WHAT DRIVES THE SHARING ECONOMY?

M

Ubiquitous Touchpoints

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RE-INVENT THE MARKETING MIX
Dialogue not Propaganda

COMMU NIC A

N O I T

Higher-calling Solutions

CT ODU PR

PLATF OR

M
F

ITAL DIG

USE

R

PLAT F O R

L A T I DIG

C O M M E R

A I D ME

Programmatic Media

Client: SINNERSCHRADER

Project: WHAT DRIVES THE SHARING ECONOMY?

CE

M

Relationships not Transactions

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START, IT’S STILL DAY 1
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 30

THANK YOU.
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 31

Client: SINNERSCHRADER

Project: WHAT DRIVES THE SHARING ECONOMY?

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TOP 10 DIGTAL AGENCY IN EUROPE
FORRESTER 2011

#1 E-COMMERCE AGENCY IN GERMANY
W&V/HORIZONT INTERNET AGENCY RANKING 2012

WITH 400+ CREATIVE/TECHNOLOGY TALENTS
25% CLIENT SERVICES, 25% CREATIVE, 50% TECHNOLOGY PUBLIC BUT

DRIVEN BY AN INDEPENDENT SPIRIT
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 33

CLIENTS

Client: SINNERSCHRADER

Project: WHAT DRIVES THE SHARING ECONOMY?

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