Marketing Innovation Model

To innovate means to make changes to something.

(Merriam Webster, n.d.)

That said, making innovations on your product or service can help pique interest from the consumers you believe will benefit from it.

Make it the smallest or the biggest in the category
Make it the “super” product by amplifying the major content
Make ordering/buying easier (one-button order)
Turn it into a digital experience
Change the form of the product (Spread olive oil, spray olive oil, regular olive oil, liquid, gas)
Make it more retro or more modern
Make it simpler (fewer functions) or more versatile (more functions)
Make the package stand out (different from all others in the category)
Make the POP stand out (different from all others in the category)
Make it assemble-at-home, sold as separate pieces, sold as a set or main product and flavor separately
Turn it into a product set
Personalize it for each user (e.g. Nike shoes)
Un-package it (e.g. Beer sold at stadiums)
Turn it into a unique experience
Change color of the product/package
Change the shape of the product/package
Make it out of different material (wood, plastic, metal, etc.)

Provide free entertainment or free information
Start own media channel
Generate free PR (Guinness records, sensational events, promotions, unique products)
Declare a brand day or a category day
Introduce a new ritual or new habit
Use the authority appeal: Get an expert endorsement/award/seal
Create a brand community (forum/blog) or sponsor a community
Educate consumers on how to better use the product
Name products after a celebrity, known designer, expert etc.
Give customers things that don’t cost much (e.g. free refill, free consultancy, free
transportation, free recipes, free support, free app, etc.)
Use package to feature common names, jokes, quotes, historical figures, groups and interests (e.g. Coke name campaign)
Sample it for free or creatively demonstrate
Use gamification (e.g. Doritos super spicy Russian roulette)
Make users share it or show it (consumers wear a sticker)
Use the scarcity appeal (limited edition, etc.)

Influential Marketing
- Use influencers
Cause marketing
- Tie it to social good
Ambush marketing
- Take advantage of a big event
Viral/buzz marketing
- Only focus on creating buzz
Database marketing
- Buy database or use big data
Co-op marketing
- Collaborate with suppliers, distributors, others
- A.K.A. Affinity marketing, affiliate marketing
Diverse marketing
- Gays
- Pet owners
- Disabled
- Religious
- Minorities
- Tourists
Guerilla marketing
- Flash mobs
- Renting performers, etc.
SEO marketing
- Focus on online searches only
Outbound marketing
- Cold calls
- Telemarketing
Disruptive marketing
- Use emerging new technologies for marketing purposes
License Marketing
- License
  - Disney
  - Kitty, etc.
- Be licensed
  - Sell your rights
Cross-marketing
- Bundle it with similar or dissimilar products
Campus marketing
- Targeting students
- Brand ambassadors
Full market-coverage marketing
- Filling market areas by making expensive or very cheap products
Direct marketing
- Directly contact with customers
  - Know their address or name)
- Use sales-reps, brochures to sell
- No mass advertising
Crowd-marketing (crowdsource everything)

Use the subscription model
- Use weekly/monthly/annual subscription fees
The eco-system model
- Increase consumer touch points
  - Apple
  - Rakuten Finance
The marketplace model
- Instead of selling ice-cream, create a platform allowing people to sell their own ice-cream
The sharing economy model
- Instead of selling, rent/lease or share as a company
The razor & blade model or the opposite
- Juicero
Use the SaaS model.
- Provide services as websites
Use on-demand customized production model
Use pay as you go model
Use the freemium model
- Free for basic service, charge for advance services
Online-offline mixed model
- Online or online and brick-and-mortar mixed
The membership model
- People need to be a member to use
The network marketing model
- Users become sellers or users become promoters
Service are products model
- Turn services into products, products into services

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