The document discusses product packaging and marketing. It provides guidance on defining the product, understanding the customer, and developing a process to attract customers, convert them into leads, and close sales. Key aspects covered include analyzing data to set goals and identify target markets, customizing messages for different channels, tracking customer progression from stranger to promoter, and ensuring the overall marketing approach aligns with supply and demand.

1. Product Packaging

2. ‘P eople read
approximately seven
words in a single
shopping trip’
everything else relies on
your product packaging.

3. Product Packaging

4. what is our product?
who wants to buy it?
how can w e sell it to them?

5. what is our product?
DEVELOP ENTREPRENEURIAL AND RESPONSIBLE LEADERSHIP BY
CREATING DIRECT POSITIVE IMPACT THROUGH AN INTERNATIONAL
VOLUNTEER EXPERIENCE.

6. who wants to buy it?

7. Understand who your customer is - so you
can create value rather than annoy them.
but also consider - who is the ‘right’
customer?

8. Understanding your customer
Value Proposition Designer
Do you have this for your entity?

9. Defining our product
Value Proposition Designer
Do you have this for your entity?

10. Product + Customer
Do you have this for your entity?

11. Do you understand
your market?
Questions you should be asking:
Who bought your product last summer? What Marketing
Channels w ere effective in our last recruitment? When
I break DO down YOU the timing HAVE of applications THIS forms DATA?
when are
the most effective analyses? Which countries have a
matched w ith over a 2-3 period? Who are our key LC
country partners? Who are our key LC-LC partnerships?

12. oGCDP
SAMPLE

13. EP Demography
University
9%
11%
12%
31%
38%
UNDIP
ABC
UNSW
Jakarta
UI

14. EP Demography
Year of Study
9%
11%
12%
31%
38%
1st Year
2nd Year
3rd Year
4th Year
5th Year and Above

15. EP Demography
Faculty
9%
11%
12%
31%
38%
Economics
Agriculture
Health
Science
Law

16. Marketing Channel Breakdown
7%
8%
10%
11%
29%
35%
Facebook Website Open Booth Information Session
ORS Local Y2B Local Event Word of Mouth

17. Marketing Channel T imeline
100
75
50
25
0
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16

18. Marketing Channel T imeline
100
75
50
25
0
Please outline the peaks and
what were the main
marketing activities that
supported them.
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16

19. Raising T imeline
100
75
50
25
0
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16

20. Matching T imeline
100
75
50
25
0
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16

21. Matching Data
oGCDP Matching Rate for each Sub-product:
Literacy:
Cultural Education:
Off-Peak:
oGCDP Raising Rate for each Sub-product:
Literacy:
Cultural Education:
Off-Peak:
Total oGCDP Matches for each Sub-product:
University Ranking in Education.
Literacy:
Cultural Education:
Off-Peak:
Total oGCDP Raises for each Sub-product:
Literacy:
Cultural Education:
Off-Peak:

22. Two-Year Match Comparison
Russia
Poland
Czech
Italy
Slovakia
India
Taiwan
MoC
Cambodia
Thailand
Malaysia
Phillipines
Vietnam
4
4
4
6
6
6
7
7
7
8
8
0
1
3
3
2
2
2
5
5
5
10
10
8
7
9
0 2.5 5 7.5 10

23. Key Countries
Countries Local Committee 2012 2013
Poland
Poznan 5 10
Wroclaw UE 2 1
Czech
ABC 4 2
DEF 5 3
India
Delhi IIT 20 10
Delhi University 10 2
Mumbai 5 10
Taiwan
NYSUS 2 4
NTPU 3 2
NTU 4 2

24. oGCDP
SAMPLE

25. Who is the ‘Right’ EP?
Academic
time
or work
experience
availability
skills and
languages
interests
and
motivations
Defined by oGCDP:
TN Profile
NPS Comments
LC Partnership
Agreement
Previous RE EPs
Defined by
MARK:
Trends in
background
ORS Analytics
year of
study
faculty
class
Know ing who is the right customer

26. Know ing who is the right customer
Who is the ‘Right’ TN?
minimum promise
market/
issues
accountability
towards
leadership
social
impact model

27. PRODUCT
CUSTOMER
FLOW

28. Product Customer Flow
So w e can ensure that w e are doing
marketing in a SMART w ay.
PRODUCT EVOLUTION! CUSTOMER FLOW! 1! 2! 3! 4!
UNDERSTAND
--------
FOCUS
CUSTOMISE
ATTRACT
--------
CONVERT
--------
CLOSE!
DELIGHT
---------------------
SHOWCASE

29. PRODUCT EVOLUTION! CUSTOMER FLOW! 1! 2! 3! 4!
UNDERSTAND
--------
FOCUS
CUSTOMISE
ATTRACT
--------
CONVERT
--------
CLOSE!
DELIGHT
---------------------
SHOWCASE
Understand
Understand internal
and external reality
based on historical
data
Focus
Select Main Target
Markets (Based on
Issue [GCDP])
Customise
Evolve product
value and
packaging based
on this.
Attract:
Engage target audience and
position product in channels
Convert:
The people you have engaged
are directed by a ‘call to action’
towards signing up as a
potential customer.
Close:
Now you have people that
have expressed interest (leads)
now you need to ensure they
are selected and raised.
Delight:
Ensure Customer
Experience
Management
Showcase:
Use the stories and
insights during the
AIESEC experiences
to showcase and
attract more
customers to AIESEC.

30. UNDERSTAND
AND
FOCUS

31. WHAT ARE YOUR GOALS?
have you broken down the goals per:
- Where?
- How?
- When?
- Who?

32. PRODUCT EVOLUTION! CUSTOMER FLOW! 1! 2! 3! 4!
UNDERSTAND
--------
FOCUS
CUSTOMISE
ATTRACT
--------
CONVERT
--------
CLOSE!
DELIGHT
---------------------
SHOWCASE
1Goal
Using Backwards
planning, Set Goals
based on issues
APPLY SIGN UP
ONLINE
OFFLINE
APPLY MEETINGS CALLS
# of literacy
# of cultural understanding

33. PRODUCT EVOLUTION! CUSTOMER FLOW! 1! 2! 3! 4!
UNDERSTAND
--------
FOCUS
CUSTOMISE
ATTRACT
--------
CONVERT
--------
CLOSE!
DELIGHT
---------------------
SHOWCASE
2Target
Based on the data,
who is your target
market?

34. CUSTOMISE food for thought

35. PRODUCT EVOLUTION! CUSTOMER FLOW! 1! 2! 3! 4!
3Channel
Based on the data,
how and when can you
reach your target more
effectively?
UNDERSTAND
--------
FOCUS
CUSTOMISE
ATTRACT
--------
CONVERT
--------
CLOSE!
DELIGHT
---------------------
SHOWCASE
GIS influence
Data - revolution
Local EwA Event Word of Mouth Offline vs. Online Marketing
what is the
conversion from
attendees to
raise?
how are you
incentivising this
for TMP/EP
Returnees to
capitalise off it?
which targets respond better
to which type of marketing?
Or should it be both?
For iGCDP: what are the channels you can use to reach your ideal TN Taker

36. PRODUCT EVOLUTION! CUSTOMER FLOW! 1! 2! 3! 4!
4Message
how does your
message align with
what your target
wants/needs?
UNDERSTAND
--------
FOCUS
CUSTOMISE
ATTRACT
--------
CONVERT
--------
CLOSE!
DELIGHT
---------------------
SHOWCASE
What is your Main Message? Customised Message for Channel
How does it align with your
Target Audience?
How does it align with the
channel?
eg. In Facebook, content is
attractive and simple

37. PRODUCT EVOLUTION! CUSTOMER FLOW! 1! 2! 3! 4!
UNDERSTAND
--------
FOCUS
CUSTOMISE
ATTRACT
--------
CONVERT
--------
CLOSE!
DELIGHT
---------------------
SHOWCASE
Is your marketing and goals aligned with your Supply & Demand Analysis?
1Does your backward
planning represent the
supply and demand
analysis?
REALISE MATCH APPLY SIGN UP
# of literacy from (insert entity)
# of cultural understanding from which entity
# of literacy from (insert entity)
# of cultural understanding from which entity

38. ATTRACT
CONVERT
CLOSE

39. Stran ger Vi sitor Le ad Cust omer Pro moter
RAISED
CUSTOMER FLOW! 3! 4!
IN
REVIEW
IN
PROGRESS
OPEN
LEAD
CUSTOMISE
ATTRACT
--------
CONVERT
--------
CLOSE!
DELIGHT
---------------------
SHOWCASE
The Conversion Phases

40. CUSTOMER FLOW! 3! 4!
Stran ger Vi sitor Le ad Cust omer Pro moter
what does
this mean?!
IN REVIEW RAISED
IN
PROGRESS
OPEN
LEAD
ATTRACT
--------
CONVERT
--------
CLOSE!
DELIGHT
---------------------
SHOWCASE
The Conversion Phases

41. Stran ger Vi sitor Le ad Cust omer Pro moter
CUSTOMISE
CUSTOMER FLOW! 3! 4!
ATTRACT
--------
CONVERT
--------
CLOSE!
DELIGHT
---------------------
SHOWCASE
This is what we as a company/entity need to do in order to get:
in other w ords. . .

42. but how to track
it?
APPLY
IN
REVIEW
IN
PROGRESS
OPEN
LEAD
The Conversion Phases
# # # #

43. Stran ger Vi sitor Le ad Cust omer Pro moter
STRANGER
someone who
has not heard
of AIESEC.
Visitor
someone who
visits AIESEC
website or Open
Booth etc.
LEAD
someone who
registers their
information or
applies for an ELD
program.
promoter
loyal enthusiast
who will keep
buying and refer
others.
Customer
someone takes an
ELD program

44. CUSTOMER FLOW! 3! 4!
Stran ger Vi sitor Le ad Cust omer Pro moter
make sense?
IN REVIEW RAISED
IN
PROGRESS
OPEN
LEAD
ATTRACT
--------
CONVERT
--------
CLOSE!
DELIGHT
---------------------
SHOWCASE
:)
The Conversion Phases

45. what is the key objectives at the end of each
stage to address your customer needs?

46. What do i need to work on?
What am i currently missing?

47. now what?

48. let’s put it together.
so far w e should have:
1. Data Analysis for GCDP
2. The ‘Right’ EP/TN Profile
3. GOAL, TARGET, CHANNEL AND
MESSAGE and KPIs for each.
4. Action steps for how to take attract-convert-
close forw ard.

49. Have you done this
Product Packaging
before?

50. NO?

51. Okay do it.