http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 3 - Know your consumers 2. Actions from insights 3. Know your consumers 4. Apple - Think different 5. Insights 6. Insight vs. Information 7. Insight gleaned 8. Why are insights important 9. The Pareto principle 10. Finding the outstanding results 11. The Standford prison system experiment 12. The Standford prison system experiment cont... 13. RTA "Pinky" Campaign 14. RTA "Pinky" Campaign cont... 15. Consumer Segmentation: Useful tools 16. Maslow's heirarchy of needs 17. 7 Levels of organisational consciousness 18. Cone of learning 19. Why target a consumer segment 20. Targeting and spillage 21. Key benefits of market segmentation 22. Market segmentation 23. Loyalty segmentation 24. Loyalty and relationship index 25. Generations through the ages 26. Baby boomers 27. Generation X 28. Generation Y 29. Generation Net 30. Generation C 31. Consumer 2.0 32. Customisation 33. The long tail 34. Segmentation methods 35. Who are we creating value for? 36. Segmentation: How is it done? 37. Segment examples 38. Adoption of innovation model 39. Common segmentation methodologies & models 40. Mosaic segmentation 41. geoTribes 42. Nielsen: Panorama 43. Roy Morgan segments: ASTEROID 44. Customer conversion 45. Marketing funnel 46. Purchase path 47. Conversion strategy 48. Case study: Joe Girard 49. Joe Girard cont... 50. Research: Angles and Issues 51. Bill Bernbach 52. Henry Ford 53. trendwatching.com 54. Roles of research 55. Research and ethnography 56. Different segmentation for different purposes 57. Decision making 58. Research strategies 59. Research can confuse you! 60. Case study: Coca-Cola 61. The tipping point 62. The tipping point cont... 63. The tipping point cont... 64. Pricing 65. Pricing strategies 66. Progression of commoditisation 67. Elements of pricing 68. Pricing elements 69. Pricing elements cont... 70. The strategy and tactics of pricing 71. Reference price 72. Reference price cont.. 73. Adapting to a changing environment 74. Price metrics 75. Marketing success through differentiation 76. Pricing mechanisms 77. Insight and segmentation tools 78. The "Big Questions" for stimulation 79. 24 Secondary questions 80. The top 4 81. Interrogate your consumer 82. Customer profile page 83. Benefits vs. problems 84. Benefits vs. problems cont... 85. Picture profiles 86. Pen portraits of target markets 87. Mind snapshot 88. Insight windows 89. Insight links 90. Customer journey audit 91. Experience engineering 92. Value your existing customers
Are you looking for Professionally designed presentation on brand awareness? Not sure where to find best designs and diagrams on brand management and brand development? Here we are presenting content ready brand awareness PowerPoint presentation slides. All you have to do is click and download perfectly designed brand positioning slide presentation. Going further, this brand advertising PPT includes brand awareness roadmap, campaign, metrics, effective measurement, bar graph, charts, etc. and much more. Besides this we aim to provide you the best slides related to branding which are highly useful as well as impactful. To thoroughly cover every aspect, we provide PPT templates like consumer behaviour, advertising management, brand recall, brand recognition, consumer purchase decision, brand strength, brand plan, brand positioning and many more. To suit your requirements, download this brand awareness PowerPoint presentation graphics today! Our brand campaign, metrics and charts have significance role for ensuring your win over your audience. Don't allow envy to get the upper hand with our Brand Awareness PowerPoint Presentation Slides. Establish control over jealousy.
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...Startupbootcamp
This workshop walks through 4 step by step methodologies based on design thinking principles for how to bootstrap customer insights and begin a brand strategy. Each step is illustrated by a concrete example of a brand and UX refresh conducted at Startupbootcamp Istanbul for Benimcep, a secure online-marketplace for people to buy and sell smartphones at a discount and under warranty. Presented in the final month of the accelerator, it serves as a gut-check for entrepreneurs to see how well they understand their target customers and if they built a brand experience based on that understanding.
Presented by: Megan Colgan is co-founder of The GO Project and a mentor and entrepreneur in residence at Startupbootcamp Istanbul 2014 helping with brand development, customer experience design and marketing strategy. (Find her @MegColgan)
Workshop Philosophy:
Empathy is the impetus of great design. Customer empathy—a fundamental understanding of a customer’s values, needs, perceptions and emotions—is at the core of designing a successful product, a successful user experience and it is at the core of designing a successful brand.
Studies like the Stengel 50 and an analysis by co:collective on Storydoing, prove that brands that connect to and deliver human value are more successful in acquiring customers, creating advocates, earning customer loyalty, and performing financially. Such success is rooted in authentic customer connection which requires digging much deeper than aesthetics and tactics. It requires talking to and understanding customers through constant feedback and iterative testing.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
The document discusses what makes a big idea for marketing campaigns. It defines a big idea as a unifying force that increases emphasis on powerful, mind-blowing creative concepts. It then lists 10 qualities that set big ideas apart, including transformation, ownability, simplicity, originality, surprise, magnetism, infectiousness, contagiousness, egocentricity, and likability. Finally, it identifies three fundamental elements of a big idea: a piercing insight, brand connection, and concise expression. It provides examples for Snickers and Puma.
The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing the target market, developing brand elements, and creating an integrated communications strategy to ensure consistency across touchpoints.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
Are you looking for Professionally designed presentation on brand awareness? Not sure where to find best designs and diagrams on brand management and brand development? Here we are presenting content ready brand awareness PowerPoint presentation slides. All you have to do is click and download perfectly designed brand positioning slide presentation. Going further, this brand advertising PPT includes brand awareness roadmap, campaign, metrics, effective measurement, bar graph, charts, etc. and much more. Besides this we aim to provide you the best slides related to branding which are highly useful as well as impactful. To thoroughly cover every aspect, we provide PPT templates like consumer behaviour, advertising management, brand recall, brand recognition, consumer purchase decision, brand strength, brand plan, brand positioning and many more. To suit your requirements, download this brand awareness PowerPoint presentation graphics today! Our brand campaign, metrics and charts have significance role for ensuring your win over your audience. Don't allow envy to get the upper hand with our Brand Awareness PowerPoint Presentation Slides. Establish control over jealousy.
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...Startupbootcamp
This workshop walks through 4 step by step methodologies based on design thinking principles for how to bootstrap customer insights and begin a brand strategy. Each step is illustrated by a concrete example of a brand and UX refresh conducted at Startupbootcamp Istanbul for Benimcep, a secure online-marketplace for people to buy and sell smartphones at a discount and under warranty. Presented in the final month of the accelerator, it serves as a gut-check for entrepreneurs to see how well they understand their target customers and if they built a brand experience based on that understanding.
Presented by: Megan Colgan is co-founder of The GO Project and a mentor and entrepreneur in residence at Startupbootcamp Istanbul 2014 helping with brand development, customer experience design and marketing strategy. (Find her @MegColgan)
Workshop Philosophy:
Empathy is the impetus of great design. Customer empathy—a fundamental understanding of a customer’s values, needs, perceptions and emotions—is at the core of designing a successful product, a successful user experience and it is at the core of designing a successful brand.
Studies like the Stengel 50 and an analysis by co:collective on Storydoing, prove that brands that connect to and deliver human value are more successful in acquiring customers, creating advocates, earning customer loyalty, and performing financially. Such success is rooted in authentic customer connection which requires digging much deeper than aesthetics and tactics. It requires talking to and understanding customers through constant feedback and iterative testing.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
The document discusses what makes a big idea for marketing campaigns. It defines a big idea as a unifying force that increases emphasis on powerful, mind-blowing creative concepts. It then lists 10 qualities that set big ideas apart, including transformation, ownability, simplicity, originality, surprise, magnetism, infectiousness, contagiousness, egocentricity, and likability. Finally, it identifies three fundamental elements of a big idea: a piercing insight, brand connection, and concise expression. It provides examples for Snickers and Puma.
The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing the target market, developing brand elements, and creating an integrated communications strategy to ensure consistency across touchpoints.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
Learn how to apply the fundamentals of storytelling and their brand counterparts to your business strategy. Telling a story is the only effective way to connect your brand with consumers. Don’t fall into the trap of posting to social media as one-way dialogue or merely broadcasting promotions. Create compelling stories that hook your audience. This presentation goes through the fundamentals of storytelling and identifies brand parallels.
You can also watch the recording here: https://www.youtube.com/watch?v=qSDlAvDG4_0&feature=emb_logo
Brand positioning is a crucial part of the marketing plan, select our Brand Positioning PowerPoint Presentation Slides to find out how to position your brand. This is very important to identify your brand uniqueness and attributes what makes you different from your competitors. The Positioning strategy PPT helps you to make a distinct place in the minds of target customers. The goal of this strategy is to highlight your product’s most powerful attributes. The brand strategy PowerPoint complete deck contains templates such as positioning strategy, brand positioning framework, brand worksheet, statement and model, product communication and repositioning, etc. Additionally, this amazing market segmentation Presentation slide is also helpful for topics like market projections, brand positioning, product strategy, brand strategy, product marketing plan, segmentation and targeting, customer engagement, brand management and many more. An effective brand positioning strategy can maximize brand value. Download product positioning PowerPoint template to get an edge over competitors. Eliminate disparities with our Brand Positioning PowerPoint Presentation Slides. Be absolutely fair in your every deal.
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
Workshop to help turn consumer insights into a brand strategy that will help the brand win in the market
Workshop Agenda
1. How to use consumer insights to bring the consumer to life
2. How to use consumer insights to define your brand
3, How to use consumer insights to develop brand strategy
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
The document provides information on developing a brand strategy, including understanding what a brand is, the importance of brands, how brands work, and developing a brand key. It discusses that a brand defines the relationship with customers and is shaped by customer experiences. Developing a brand key helps shape the brand's strategic direction by determining its essence, values, personality, and customer promise. The brand key workshop process involves analyzing the competitive environment, target audience, insights, benefits, values, differentiator, and essence to create the brand's framework.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
1. The document provides biographical information about authors Ram Charan and Noel Tichy, who have advised top executives. It then summarizes key points from their book "Every Business is a Growth Business", including that there is no such thing as a mature business, growth comes from a leadership mindset, and balanced growth through attention to basics is key. It highlights how Roberto Goizueta transformed Coca-Cola by redefining their market opportunities beyond the cola wars into broader beverage consumption globally.
Laura Fischer and Jorge Espejo define a brand as a name, symbol or design that identifies a seller's products and differentiates them from competitors. A brand can have national, regional or global coverage. A brand's communication, including its package, label and packaging, must be consistent so its image is firmly positioned in consumers' minds. An effective brand story expresses the unique essence of a brand in a way that resonates with its target audience.
Burger King is proposing a digital campaign to increase brand awareness, drive trial, and boost store traffic in Vietnam. The proposal includes the following key elements:
[1] A "Eat Like a King" photo contest on social media where fans can take photos enjoying Burger King in different ways and win weekly free burgers.
[2] A viral video clip promoting the contest and emphasizing that enjoying Burger King can be done in any way.
[3] Integrated online and offline activities such as contests, promotions, and a loyalty program to further engage customers and link online efforts to in-store sales.
The campaign aims to position Burger King as offering an American standard bur
Content Marketing: Strategy and Implementation – a conversation focused on putting together a valuable strategy for a content marketing campaign, with tips and advice on implementation and measurement.
The document provides information on developing an effective brand strategy, including defining what a brand is, understanding the importance of vision and mission statements, developing brand positioning, and creating a brand strategy roadmap. It discusses key concepts like primary vs secondary research, qualitative vs quantitative research, SWOT analysis, brand values, and formatting an effective positioning statement. The overall aim is to help readers understand the necessary steps and frameworks for establishing a strong brand identity and strategy.
The document discusses brand mantras and core brand values. It defines a brand mantra as a short 3-5 word phrase that captures the essence of a brand's positioning and values. Examples given are Nike's "Authentic Athletic Performance" and Disney's "Fun Family Entertainment". A good brand mantra has three components: an emotional component, descriptive modifier, and brand function. Core brand values characterize the most important dimensions of a brand's mental map and relate to its points of parity and difference compared to other brands. The brand mantra and core values guide a brand's products, communication, and ensure continuity.
Brand Strategy Proposal – The Gentleman's JournalBrett Ruffenach
This document is a brand strategy proposal for The Gentleman's Journal magazine. It discusses targeting the magazine's audience of affluent, educated men in markets like New York, France, Switzerland, and Dubai. The strategy outlines promoting the brand at luxury events in these locations to increase awareness and engage readers. It also describes partnering with high-end advertisers to reach this audience and position the magazine as the premier lifestyle publication for sophisticated men.
Marketing has evolved at a rapid pace over the past 12 months. There has been an increased emphasis on providing a great customer experience across multiple channels. Recently, we’ve noticed a clear shift toward digitalization and more automated ways for brands and customers to interact.
AI technology is another significant growth area; it has taken personalization to a more advanced level and saved marketers time in creating their email campaigns, articles, ads, and landing pages while also improving performance results.
During the past year, data privacy concerns have also increased, and this has led companies to be more transparent about the way that data is gathered and processed, including the replacement of third-party cookies with first-party cookies.
As for SEO, we’ve seen a noticeable evolution; machine learning has made the processing of data more and more advanced. For example, Google has started showing more relevant search queries that SEO marketers are looking for to drive organic traffic to their websites, based on analyzing tons of historical search results. This advancement is due to machines used by Google that humans couldn’t process because of the big amount of data analyzed. For example, Rankbrain is a machine learning AI algorithm used by Google to sort search results.
There are also a number of trends from recent years which look set to continue in popularity in 2023, including minimalist design, UGC, influencer marketing, artificial intelligence and machine learning.
However, there are a number of additional trends in AI and machine learning, advertising, SEO, social media, and ecommerce, that look set to be dominant in the coming year which we will discuss in this webinar.
We will cover:
1. 2022 in review
2. The main digital marketing trends for 2023
3. VBOUT’s resources to help you prepare for the upcoming year
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
Brand Box 5 - How To Say It - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 5 - How to say it 2. Actions from Insights 3. How to say it 4. Ogilvy on Advertising 5. Reason and Emotion 6. Cialdini's tools of influence 7. Advertising 8. Uses of advertising 9. Advertising: Broad definitions 10. The advertising cycle 11. The advertising cycle cont... 12. Neuromarketing 13. The typical major league baseball pitch 14. Decision making 15. Major league baseball pitch cont... 16. The new model for decision making 17. Why do we need somatic markers 18. When is one faculty used over the other 19. How does this sell things 20. Classic media theory 21. Neuromedia theory 22. Example: Share of mind case study 23. A couple of examples 24. A couple of examples cont... 25. Direct response 26. Styles of direct response marketing 27. Direct Response 28. Direct Response Implementation 29. The BOSCH Formula 30. The 5 step (POWER) copywriting process 31. Single Mindedness 32. Defining great communication 33. Essence of Communication 34. Ideas vs. Information 35. What makes a great idea 36. Example: Papa John's pizza 37. Example: Copenhagen Zoo 38. Example: Belgium Cancer foundation 39. Example: Australian Red Cross 40. Example: BBC World 41. Example: Seeing eye dogs Australia 42. Example: Global Coalition for Peace 43. Example: Panasonic 44. Example: Summerville 45. Example: Karate Bushido 46. Example: Heinz 47. Example: Jobs in town 48. Example: Colgate 49: Example: Yoga center 50. Keeping it simple 51. Assessing Ads 52. Assessing communication 53. AIDA(S) 54. Tools for driving great advertising 55. The 3 part brief 56. The 9 questions 57. Testimonials 58. Power of testimonials 59.
Learn how to apply the fundamentals of storytelling and their brand counterparts to your business strategy. Telling a story is the only effective way to connect your brand with consumers. Don’t fall into the trap of posting to social media as one-way dialogue or merely broadcasting promotions. Create compelling stories that hook your audience. This presentation goes through the fundamentals of storytelling and identifies brand parallels.
You can also watch the recording here: https://www.youtube.com/watch?v=qSDlAvDG4_0&feature=emb_logo
Brand positioning is a crucial part of the marketing plan, select our Brand Positioning PowerPoint Presentation Slides to find out how to position your brand. This is very important to identify your brand uniqueness and attributes what makes you different from your competitors. The Positioning strategy PPT helps you to make a distinct place in the minds of target customers. The goal of this strategy is to highlight your product’s most powerful attributes. The brand strategy PowerPoint complete deck contains templates such as positioning strategy, brand positioning framework, brand worksheet, statement and model, product communication and repositioning, etc. Additionally, this amazing market segmentation Presentation slide is also helpful for topics like market projections, brand positioning, product strategy, brand strategy, product marketing plan, segmentation and targeting, customer engagement, brand management and many more. An effective brand positioning strategy can maximize brand value. Download product positioning PowerPoint template to get an edge over competitors. Eliminate disparities with our Brand Positioning PowerPoint Presentation Slides. Be absolutely fair in your every deal.
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
Workshop to help turn consumer insights into a brand strategy that will help the brand win in the market
Workshop Agenda
1. How to use consumer insights to bring the consumer to life
2. How to use consumer insights to define your brand
3, How to use consumer insights to develop brand strategy
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
The document provides information on developing a brand strategy, including understanding what a brand is, the importance of brands, how brands work, and developing a brand key. It discusses that a brand defines the relationship with customers and is shaped by customer experiences. Developing a brand key helps shape the brand's strategic direction by determining its essence, values, personality, and customer promise. The brand key workshop process involves analyzing the competitive environment, target audience, insights, benefits, values, differentiator, and essence to create the brand's framework.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
1. The document provides biographical information about authors Ram Charan and Noel Tichy, who have advised top executives. It then summarizes key points from their book "Every Business is a Growth Business", including that there is no such thing as a mature business, growth comes from a leadership mindset, and balanced growth through attention to basics is key. It highlights how Roberto Goizueta transformed Coca-Cola by redefining their market opportunities beyond the cola wars into broader beverage consumption globally.
Laura Fischer and Jorge Espejo define a brand as a name, symbol or design that identifies a seller's products and differentiates them from competitors. A brand can have national, regional or global coverage. A brand's communication, including its package, label and packaging, must be consistent so its image is firmly positioned in consumers' minds. An effective brand story expresses the unique essence of a brand in a way that resonates with its target audience.
Burger King is proposing a digital campaign to increase brand awareness, drive trial, and boost store traffic in Vietnam. The proposal includes the following key elements:
[1] A "Eat Like a King" photo contest on social media where fans can take photos enjoying Burger King in different ways and win weekly free burgers.
[2] A viral video clip promoting the contest and emphasizing that enjoying Burger King can be done in any way.
[3] Integrated online and offline activities such as contests, promotions, and a loyalty program to further engage customers and link online efforts to in-store sales.
The campaign aims to position Burger King as offering an American standard bur
Content Marketing: Strategy and Implementation – a conversation focused on putting together a valuable strategy for a content marketing campaign, with tips and advice on implementation and measurement.
The document provides information on developing an effective brand strategy, including defining what a brand is, understanding the importance of vision and mission statements, developing brand positioning, and creating a brand strategy roadmap. It discusses key concepts like primary vs secondary research, qualitative vs quantitative research, SWOT analysis, brand values, and formatting an effective positioning statement. The overall aim is to help readers understand the necessary steps and frameworks for establishing a strong brand identity and strategy.
The document discusses brand mantras and core brand values. It defines a brand mantra as a short 3-5 word phrase that captures the essence of a brand's positioning and values. Examples given are Nike's "Authentic Athletic Performance" and Disney's "Fun Family Entertainment". A good brand mantra has three components: an emotional component, descriptive modifier, and brand function. Core brand values characterize the most important dimensions of a brand's mental map and relate to its points of parity and difference compared to other brands. The brand mantra and core values guide a brand's products, communication, and ensure continuity.
Brand Strategy Proposal – The Gentleman's JournalBrett Ruffenach
This document is a brand strategy proposal for The Gentleman's Journal magazine. It discusses targeting the magazine's audience of affluent, educated men in markets like New York, France, Switzerland, and Dubai. The strategy outlines promoting the brand at luxury events in these locations to increase awareness and engage readers. It also describes partnering with high-end advertisers to reach this audience and position the magazine as the premier lifestyle publication for sophisticated men.
Marketing has evolved at a rapid pace over the past 12 months. There has been an increased emphasis on providing a great customer experience across multiple channels. Recently, we’ve noticed a clear shift toward digitalization and more automated ways for brands and customers to interact.
AI technology is another significant growth area; it has taken personalization to a more advanced level and saved marketers time in creating their email campaigns, articles, ads, and landing pages while also improving performance results.
During the past year, data privacy concerns have also increased, and this has led companies to be more transparent about the way that data is gathered and processed, including the replacement of third-party cookies with first-party cookies.
As for SEO, we’ve seen a noticeable evolution; machine learning has made the processing of data more and more advanced. For example, Google has started showing more relevant search queries that SEO marketers are looking for to drive organic traffic to their websites, based on analyzing tons of historical search results. This advancement is due to machines used by Google that humans couldn’t process because of the big amount of data analyzed. For example, Rankbrain is a machine learning AI algorithm used by Google to sort search results.
There are also a number of trends from recent years which look set to continue in popularity in 2023, including minimalist design, UGC, influencer marketing, artificial intelligence and machine learning.
However, there are a number of additional trends in AI and machine learning, advertising, SEO, social media, and ecommerce, that look set to be dominant in the coming year which we will discuss in this webinar.
We will cover:
1. 2022 in review
2. The main digital marketing trends for 2023
3. VBOUT’s resources to help you prepare for the upcoming year
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
Brand Box 5 - How To Say It - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 5 - How to say it 2. Actions from Insights 3. How to say it 4. Ogilvy on Advertising 5. Reason and Emotion 6. Cialdini's tools of influence 7. Advertising 8. Uses of advertising 9. Advertising: Broad definitions 10. The advertising cycle 11. The advertising cycle cont... 12. Neuromarketing 13. The typical major league baseball pitch 14. Decision making 15. Major league baseball pitch cont... 16. The new model for decision making 17. Why do we need somatic markers 18. When is one faculty used over the other 19. How does this sell things 20. Classic media theory 21. Neuromedia theory 22. Example: Share of mind case study 23. A couple of examples 24. A couple of examples cont... 25. Direct response 26. Styles of direct response marketing 27. Direct Response 28. Direct Response Implementation 29. The BOSCH Formula 30. The 5 step (POWER) copywriting process 31. Single Mindedness 32. Defining great communication 33. Essence of Communication 34. Ideas vs. Information 35. What makes a great idea 36. Example: Papa John's pizza 37. Example: Copenhagen Zoo 38. Example: Belgium Cancer foundation 39. Example: Australian Red Cross 40. Example: BBC World 41. Example: Seeing eye dogs Australia 42. Example: Global Coalition for Peace 43. Example: Panasonic 44. Example: Summerville 45. Example: Karate Bushido 46. Example: Heinz 47. Example: Jobs in town 48. Example: Colgate 49: Example: Yoga center 50. Keeping it simple 51. Assessing Ads 52. Assessing communication 53. AIDA(S) 54. Tools for driving great advertising 55. The 3 part brief 56. The 9 questions 57. Testimonials 58. Power of testimonials 59.
4 Customer Success Data Hacks to Identify your Ideal Customer ProfileGainsight
This slide deck - from a presentation given by Customer Success Evangelist at Gainsight, Lincoln Murphy - focuses on what goes into creating an Ideal Customer Profile and how to use existing Customer Success Data to surface customers most likely to be successful, acquired profitably, with expansion potential, or those most likely to be an advocate for you.
The most successful Enterprise SaaS or subscription companies - in fact, any company that values a long-term and expanding relationship with their customers - know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale.
In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success.
Brand Box 6 - When And Where To Say It. The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 6 - When and where to say it 2. Actions from Insights 3. Media has changed 4. Andy Tarshis - A.C. Nielsen Company 5. M. Lawrence Light - McDonald's Chief Marketing Officer 6. Buying the cheapest 7. Traditional vs. Online Advertising 8. Media context 9. The media plan 10. Tarps 11. Tarp vs. Reach 12. Krugman's three hit theory 13. Effective frequency factors 14. Media fragmentation - More advertisers across more mediums 15. The communication attrition rate 16. Media fragmentation (2005) 17. PR - Should always come before paid media 18. PR Considerations 19. Using PR to support the sales tunnel 20. Characteristics of specific media 21. Characteristics 22. Market Share 23. Free to air TV 24. Pay TV 25. Radio 26. Magazine 27. Newspapers 28. Sunday Supplement 29. Outdoors 30. Experiential 31. The experiential conversation 32. Direct 33. Email vs. Snail mail 34. Email marketing or eDM 35. Electronic direct marketing 36. Which email tested better 37. Successful responses 38. Mobile phone 39. Mobile users 40. Mobile interaction platforms 41. Branded funded mobile interaction 42. The rise of "The App"43. Internet 44. To web or not to web 45. 8 Ways to drive your E-Commerce sales 46. Internet glossary 47. Demystifying internet advertising 48. Cookies and DRM 49. Peer to peer, Prosumer and RSS 50. Generation Net, API and Affiliates 51. Wikinomics and Word of Mouse 52. Ideagoras, OpenSocial and Avatar 53. Video Sites 54. Personalised URLs 55. SEO 56. Search 4.0 57. Search value pyramid 58. Search engine optimisation 59. SEO Weighting of factors 60. SEO and site features 61. Link relationships 62. Blogs 63. Technology and Retail 64. Gaming and Cuisine 65. Art and Design 66. Auto and Environmental 67. Travel and Specialist 68. Social Media 69. World map of social networks 70. Top 65 social networking sites 71. Social networking 72. Social media strategy 73. Social media petal 74. Your business in media 75. Social Technographics ladder 76. Social media mistakes 77. Burger King: Whopper sacrifice 78. Living and dying by Twitter: Bruno launch 79. Living and dying by Twitter: Inglorious Bastards 80. Social media engagement KPI's 81. Media tools 82. The media interrogation 83. The media money box 84. Media insight 85. Day in the life oF (DILO) 86. Opportunities calendar 87. Reach and depth of media: Transit 88. Reach and depth of media: Entertainment 89. Reach and depth of media: Social 90. Reach and depth of media: One2One and Pop 91. x4 Step channel planning 92. Channel planning x4 Step Filtering 93. Channel planning cont... 94. Channel planning cont... 95. Tactics turntable 96.
Brand Box 4 - What's The Big Idea? The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 4 - What's the big idea? 2. Actions from insights 3. Why Innovation? 4. Innovation context 5. Bill Gates 6. Corporate and Social Responsibility 7. Successful Innovation 8. Purpose of creativity 9. Importance of Innovation 10. Importance of Innovation cont. 11. Innovation driving growth 12. Applied Innovation 13. Limitations of accepting status quo 14. Knowledge vs. Creativity 15. Innovation as a habit 16. 5 roles in ideas development 17. The triangle for successful innovation 18. Sources of inspiration 19. Crowd sourcing 20. Where's your suggestion box? 21. What is crowd sourcing? 22. Consumer generated content 23, Share with the masses 24, Generation C(ash) 25 User generated content radar 26. Case study: Smith's "Do us a flavour" 27. Case study: Goldcorp 28. Case study: Mitsubishi 29. Case study: InnoCentive 30. Case study: Wikipedia 31. Case study: the London bombing 32. Innovation tools 33. Scamper 34. Scamper: An example 35. Scamper: Adapt something to it 36. Scamper: Magnify it 37. Scamper: Modify it 38. Scamper: Put it to some other use 39. Scamper: Eliminate something 40. Scamper: Reverse it 41. Scamper Rearrange it 42. Parameter analysis 43. Sensory overload 44. Future casting ideas generation 45. Process review 46. Using experience to drive innovation 47. Innovation platforms 48. The Phoenix checklist 49. The Phoenix checklist cont. 50. Six thinking hats by Edward de Bono 51. Six thinking hats cont. 52. Evaluation methods 53. Potential impact plotting 54. "Yes" reasons
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. The power of branding 2. Contents 3. Spinning test 4. Brands in your world 5. Brand examples 6. Examples 7. Average person 8. Obscurity 9. Brand 10. Whats a brand? 11. A brand is not 12. More than a product 13. Product 14. Brand 15. Brands as a clothes hook 16. Reality 17. Jeremy Bullmore 18. Distrust 19. Why do you need one? 20. Your money 21. Effective positioning 22. Most wanted man? 23. First solo air crossing? 24. First man on the moon? 25. Highest mountain in Australia? 26. Number 2 27. Market leader in a small market 28. Why is branding so hot? 29. Fusing functional and emotional benefits 30. Why bother? 31. If you get it right... 32. How do they work? 33. What's different 34. 1+1=11 35. Brain 36. Influencing consumers 37. Belief 38. Kirin 39. Blank 40. Kirin 41. How to create one 42. Selling appropriately 43. Relevancy and Remarkability 44. Relevancy 45. Regular 46. Remarkable 47. The Beatles 48. Marketing's evolution 49. The golden circle of success 50. What? 51. How? 52. Why? 53. Renew vs. Reinvent 54. Renew 55. Apple example 56. Apple example 57. Coca-cola 58. Open happiness 59. I'm lovin' it 60. Mc Donald's example 61. Mc Donald's example 62. Reinvent 63. fcuk 64. French connection 65. Domino's 66. Pizza turnaround 67. Dove 68. Dove example 69. How do you know which path to take? 70. Renew 71. Increase 72. Shifts 73. Communications 74. Core positioning 75. When to reinvent 76. Relevance 77. Current positioning 78. Untapped market 79. Risk of alienation 80. Overwhelm your position 81. Opportunity for competitors 82. Questions 83. Join us 84. Thank you 85. Appendix 86. Apple data 87. Coca cola data 88. Mc Donald's data 89. fcuk data 90. Domino's data 91. Dove data
Wellness and social media - A look at Inova's FitFor50 program@chrisboyer LLC
A copy of the presentation that I gave this morning for the NESCHO/MHA conference in Boston. In this presentation, I outlined the need for wellness marketing in hospitals, how social media works well for wellness communications and then I highlighted Inova Health System's (www.inova.org) FitFor50 program (which you can find at www.fitfor50.org).
The document discusses the importance of product-market fit for startups. It states that the main reasons startups fail is due to a lack of product-market fit (34%) or marketing problems (22%). Product-market fit means that a product satisfies customer needs in a way that also allows the startup to grow. It involves intuitive value, willingness to deal with friction, enthusiasm from users, and word-of-mouth promotion. Finding product-market fit requires building something users want and iteratively learning what customers need through direct engagement with potential users before fully developing a product.
Consumers are no longer what they used to be. Before they buy, they look around. A lot. And
when they buy, they talk about it. To everybody. They want to be treated as unique.
7 cognitive biases that impact conversion rates and how to leverage them to y...Conversion Fanatics
Our brains make mistakes. They judge. They like to take shortcuts, also known as heuristics, to process information more quickly. And our brains are swayed by biased and circumstantial factors.
1. Finding product-market fit requires building a product that solves a real problem for a specific market. Startups should focus on finding a small market that has a strong need that their minimum viable product can address, rather than trying to serve a large market initially.
2. Early signals that product-market fit may be achieved include visible excitement from potential customers when seeing demonstrations, and willingness from some customers to pay for the product before it's complete. Gathering feedback from potential customers is key to iteratively understanding their needs and refining the product.
3. Once product-market fit is achieved, the product will experience rapid growth through word-of-mouth, with users actively inviting others and usage growing quickly.
The document discusses principles of social media marketing and metrics. It provides guidance on how to increase transparency and authenticity when corporate representatives communicate through social media. This includes owning up to mistakes, being clear about who posts to corporate accounts, acknowledging customer questions, and ensuring organizational alignment behind messaging. The document also discusses challenges in measuring the impact of social media efforts and questions organizations should consider when selecting appropriate metrics.
Big data has given marketers an unprecedented view into the attitudes and behaviors of larger audiences than ever before. But as we become increasingly reliant on big-data analytics, we’re also basing our insights on the same data pool—and arriving at very similar ideas. It’s a race to the middle that can dilute brand perceptions and value.
For brands to stand out, big data isn’t enough. That’s where small data comes in.
In our latest white paper, we show how using small data—the tiny clues that can uncover consumers’ drivers and desires—can uncover consumer insights that can't be found through big data alone.
Read the white paper, and find out how small data can lead to breakthrough ideas that transform brands and brand experience.
The document discusses the importance of relevance in marketing. It states that if products, communications and experiences are not relevant to consumers, marketers may as well stop marketing. It emphasizes that achieving relevance requires deeply understanding consumers on an intuitive level. The document then provides several examples and statistics that illustrate the importance of relevance, such as a statistic showing 41% of consumers would end relationships with brands due to irrelevant marketing. It stresses that relevance is built by listening to consumers, learning about them, and connecting through relevant marketing.
Thinking:People are doing it wrong! Digital Elite Camp presentation. How cognitive biases and mental heuristics help to sell more. https://www.dreamgrow.com/thinking-cognitive-biases-in-sales-and-marketing/
Thirteen common pitfalls in consumer health engagement final 04 11George Van Antwerp
The document outlines 13 common pitfalls in consumer health engagement. These include: not defining success metrics, limiting design based on company constraints rather than consumer experience, forgetting about health literacy, not understanding the entire consumer process, thinking you represent all consumers rather than understanding their diverse perspectives, creating generalized outreach rather than personalizing, assuming people are always logical, forgetting the incentives for consumers, not understanding local context, over-relying on surveys without controls, not using control groups in testing, not planning for programs to scale, and not integrating engagement across channels. The overall message is that effective consumer health programs require understanding the consumer perspective.
Essay Scholarships For College StudentsAmber Carter
The document provides instructions for students to obtain essay writing assistance from HelpWriting.net. It outlines a 5-step process: 1) Create an account with valid email and password. 2) Complete a 10-minute order form providing instructions, sources, and deadline. 3) Review bids from writers and select one based on qualifications. 4) Review the completed paper and authorize payment if satisfied. 5) Request revisions to ensure satisfaction, with a full refund option for plagiarized work. The purpose is to guide students in obtaining original, high-quality content through HelpWriting.net's writing assistance services.
This is the full slidedeck of 'the Future of Surveys' Smartees Breakfast session in London on 20 November 2013. The presentation elaborates on how our new approach allows true consumer collaboration in survey research, tapping into context and conversation. Based on eBay and Cloetta client cases, the actual impact of this new survey design is described. Presentation by Katia Pallini (Research Consultant, InSites Consulting) and LIsa Ohlin (Business Director FMCG & Retail, InSites Consulting).
Vision Works is an innovative marketing agency that helps businesses promote their messages through movies. They developed this passive but powerful advertising medium in 2007. They challenge barriers to business success by helping marketers become more effective, innovators identify opportunities, and CEOs connect with customers. Their approach focuses on making "vision work movies" instead of writing reports or using elaborate processes.
Influence Strategies for Software ProfessionalsTechWell
You’ve tried and tried to convince people of your position. You’ve laid out your logical arguments on impressive PowerPoint slides—but you are still not able to sway them. Cognitive scientists understand that the approach you are taking is rarely successful. Often you must speak to others’ subconscious motivators rather than their rational, analytic side. Linda Rising shares influence strategies that you can use to more effectively convince others to see things your way. These strategies take advantage of a number of hardwired traits: liking—we like people who are like us; reciprocity—we repay in kind; social proof—we follow the lead of others similar to us; consistency—we align ourselves with our previous commitments; authority—we defer to authority figures; and scarcity—we want more of something when there is less to be had. Join Linda to learn how to build on these traits as a way of bringing others to your side. Use this valuable toolkit in addition to the logical left-brain techniques on which we depend.
This thought piece, authored by strategists from the Proximity network and presented by Digital Lab, examines the empirical need for social media investment by brands and explores the frameworks for measuring the...
The Future of Marketing 2016: New Roles, and Trends Mathew Sweezey
2016 is almost here, and with it will come a host of new marketing challenges. To help prepare you I've crafted this presentation with
- New Data from Google on Marketing Moments
- New ideas on breaking though the noise
- New roles for the CMO and Demand Gen Teams
- New metrics for showing holistic marketing value
The presentation is created to inspire you, and help you see new ways to market in 2016. Please feel free to share this content, and reach out to me with any questions you may have. Best, Mat
Lesson 1- Trends, Networks, Critical Thinking in the 21st Century CultureJENNIFERFORTU1
This document discusses trends, networks, and critical thinking in the 21st century. It begins by differentiating between trends and fads, explaining that trends last for a long period of time and influence future generations, while fads are short-lived interests or styles. The document then provides examples of trends, like social networking sites and cashless transactions, and fads, such as fidget spinners and mannequin challenges. Finally, it outlines five ways to spot and capitalize on trends: anticipate change, see trends coming, distinguish between fads and long-term trends, ensure solutions are realistic, and create a competitive advantage.
The document provides instructions for creating an account and submitting assignment requests on the website HelpWriting.net. It outlines a 5-step process: 1) Create an account with an email and password. 2) Complete a form with assignment details and attach samples. 3) Review bids from writers and select one. 4) Review the completed paper and authorize payment. 5) Request revisions to ensure satisfaction, with a refund option for plagiarism.
The power of intuitive based communicationsKim Wallace
Wallace & Washburn Associates provides DecisionSCAN, a service that analyzes qualitative data to identify intuitive, emotional triggers that influence decision-making. DecisionSCAN has helped clients in industries like consumer packaged goods, education, healthcare, and government. It identifies unconscious motivators by determining frequent words from verbatim transcripts. This informs messaging that resonates emotionally rather than relying solely on rational appeals. Past clients report DecisionSCAN led to successful product launches, branding strategies, and increased program participation.
Similar a Brand Box 3 - Know Your Consumers - The Marketer's Ultimate Toolkit (20)
The document discusses predatory marketing strategies. It suggests targeting a competitor's greatest strength by striking at the weakness that arises from that strength. This achieves the greatest impact and makes a response difficult. An example is provided of repositioning a competitor's product from nutrition to high sugar to weaken their messaging. Traditional marketing is contrasted, and materials are offered to learn more about predatory techniques.
23 of the world's most effective Positioning TerritoriesAshton Bishop
A brand's role is to own a position in their customers' minds. The way to find the 'position' that's right for you is to consider the dominant positioning territories. Step Change Marketing has compiled 23 of the world's best and most effective. Which one's right for you and your brand?
Naming and Positioning - The Founder InstituteAshton Bishop
Covering some basics of
- Get your name right
- Start asking, "who's got your money" and then figure out what you need to do to get it back
- Be predatory with your message
The secret to marketing that most people miss explained on a single page -The...Ashton Bishop
This document discusses the importance of marketing being linked to sales. It introduces the concept of a "Change Chain" to help persuade people to buy. A Change Chain needs to address the desire (emotional) and permission (rational) factors for a buying decision. It should shift what people think, feel and do by presenting the driver (benefit), point of difference (vs competitors), and urgency (why now). Developing a strong Change Chain with these three links can effectively move people from their current position to the desired position of buying a product or service.
Cialdini's powers of influence are more critical than ever as we more from the information age to the influence age. Unless you understand how to get your messages, be they face2face or social media, to cut-through and persuade then you're nowhere. This presentation offers the short-cuts to success with some visual examples to keep these proven classics topical and interesting.
The author argues that the primary purpose of advertising has been obscured and that its fundamental goal is selling (the "S word"). While many in the industry prefer vague terms like "brand building", the author advocates for a simple, three-question framework to clarify advertising strategies and make the decision making process more disciplined and transparent. Applying this framework to Coke and Pepsi's strategies over decades illustrates how clarity of purpose can improve advertising effectiveness at communicating the value proposition to consumers.
This document provides 23 techniques for generating creative ideas, organized by category. Some techniques discussed include using images without words to convey meaning, metaphors and analogies to represent brands or benefits, juxtapositions to dramatize products, exaggerations to emphasize benefits, doing the opposite of expectations to create interest, omissions and suggestions to let viewers connect the dots, and changing perspectives. Other techniques involve endorsements, literal interpretations, altering physical attributes, self-deprecation, competitive comparisons, hypothetical scenarios, dramatizing processes, interactive elements, wordplay, and focusing on keywords. The document aims to spark new ideas by exploring different creative approaches.
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Competitive environment 2. Agenda 3. Spinning test 4. Competitor checklist 5. Your market 6. Narrow or wide definition 7. Defines competitors 8. Defines customers 9. Determining your position 10. Determining your strategy for growth 11. Your market 12. Most wanted man in the world? 13. First solo trans pacific crossing? 14. First man on the moon? 15. Highest mountain in Australia 16. Who remembers...? 17. Be a market leader in a small market 18. Some tools 19. SWOT Analysis 20. Strengths 21. Weaknesses 22. Opportunities 23. Threats 24. Competitive mapping 25. Direct competitors 26. Substitute/Alternate 27. Economic 28. GJC Competitive mapping 29. Innovative entrant modelling 30. Four entrants 31. Brands 32. Futures tunnel 33. Historical forces 34. Current impacts 35. Future considerations 36. Trends research 37. The future 38. Probable 39. Preferred 40. Possible 41. Binary Analysis 42. Where's the growth 43. New customers 44. Existing customers 45. Binary analysis 46. Market growth/brand share 47 - 54. Binary analysis cont... 55-73. Coca-cola vs. Pepsi 74. Competitive Environment
Walmart Business+ and Spark Good for Nonprofits.pdfTechSoup
"Learn about all the ways Walmart supports nonprofit organizations.
You will hear from Liz Willett, the Head of Nonprofits, and hear about what Walmart is doing to help nonprofits, including Walmart Business and Spark Good. Walmart Business+ is a new offer for nonprofits that offers discounts and also streamlines nonprofits order and expense tracking, saving time and money.
The webinar may also give some examples on how nonprofits can best leverage Walmart Business+.
The event will cover the following::
Walmart Business + (https://business.walmart.com/plus) is a new shopping experience for nonprofits, schools, and local business customers that connects an exclusive online shopping experience to stores. Benefits include free delivery and shipping, a 'Spend Analytics” feature, special discounts, deals and tax-exempt shopping.
Special TechSoup offer for a free 180 days membership, and up to $150 in discounts on eligible orders.
Spark Good (walmart.com/sparkgood) is a charitable platform that enables nonprofits to receive donations directly from customers and associates.
Answers about how you can do more with Walmart!"
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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Find out more about ISO training and certification services
Training: ISO/IEC 27001 Information Security Management System - EN | PECB
ISO/IEC 42001 Artificial Intelligence Management System - EN | PECB
General Data Protection Regulation (GDPR) - Training Courses - EN | PECB
Webinars: https://pecb.com/webinars
Article: https://pecb.com/article
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For more information about PECB:
Website: https://pecb.com/
LinkedIn: https://www.linkedin.com/company/pecb/
Facebook: https://www.facebook.com/PECBInternational/
Slideshare: http://www.slideshare.net/PECBCERTIFICATION
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
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Brand Box 3 - Know Your Consumers - The Marketer's Ultimate Toolkit
1.
2. KNOW YOUR CONSUMERS
KNOW YOUR CONSUMERS
GROWTH
Know Your Business
Brand Architecture
Branding
Positioning
Know Your Consumers
Profiling
Segmentation
Insights
Pricing
Know Your Market
Competitive
Environment
Binary Analysis
Predatory Thinking
What’s the Big Idea?
Launch or NPD
Innovation
Communications
How to Say It
Advertising Idea
Tone & Messaging
When and Where to Say It
Media Strategy
Connection Idea
Channel Planning
ACTIONS from INSIGHTS
2
3. KNOW YOUR CONSUMERS
KNOW YOUR CONSUMERS
Know your consumers
One of the unfortunate mass market legacies is talking about people as consumers.
They’re people first and, if you’re lucky, they might decide to be your customers. They’re
not owned by anybody and the digital age has given them the power to rebel and repel on
mass the brands which have disrespected, or taken them for granted.
So now we know how important they are, the big questions is who are they? People
are becoming more eclectic with their choice, focusing more on personalisation and
becoming harder to fit into any box. We’re seeing niche brands do very well (like the
Icecreamists) and we’re seeing brands like Facebook, Apple and Google have such mass
appeal that targeting becomes almost ridiculous.
For the rest of us left in the middle, it’s important to try and understand who we’re trying to
talk to, and more importantly, who we’re not trying to talk to. We need to know what makes
them tick, what they’re thinking and how they relate to us - this is bundled up into the term
“insights”.
The following section tries to get under the skin of your customers and help shape and
frame some decisions so you can decide what an ideal customer really looks like.
Know
Your
Consumers
3
4. KNOW YOUR CONSUMERS
KNOW YOUR CONSUMERS
Consumer power
Consumers have infinite resources and techniques to unearth and expose the fake, the
untrue, the phoney and the scripted. This means that inauthentic companies can no longer
get away with fakeness
IMPLICATION: 87% of purchases are first researched online*
3rd party unbiased endorsements are considered to be 3 times more credible than paid
advertisements
“You can’t just ask customers
what they want and then try
to give that to them. By the
time you get it built, they’ll
want something new.”
“There’s an old Wayne
Gretzky quote that I love; “I
skate to where the puck is
going to be, not where it has
been.” And we’ve always tried
to do that at Apple. Since the
very, very beginning. And we
always will.”
6. KNOW YOUR CONSUMERS
INSIGHTS
Insight
vs
Information
6
Information is primarily data that comes from observations
Insights are a perspective on information that means you will never look at the
information the same way again - it’s the ‘meta-information’ if you will.
Result:
Insights give a deeper understanding, getting you closer to the result you are after.
In marketing terms:
Usually...
to deliver the most relevant and persuasive message to your customers
or simply...
to better understand their needs, behaviours and motivations
7. KNOW YOUR CONSUMERS
INSIGHTS
Insight Gleaned
You’ll probably never forget an insight:
‘The Australian’ Example:
Sales were down for The Australian newspaper. Research indicated the
reason for this was people considered it a ‘tough read’. The insight beneath
this was that even though it was tough, it was worth it and influential
Australians knew they ‘should’ be reading it. This insight was brought
to life in the “Think. Again.” campaign where Australian thought leaders
challenged their contemporaries with thought provoking questions, with the
last question being; “When did you last read The Australian?”
7
Think. Again.
8. KNOW YOUR CONSUMERS
INSIGHTS
Total Matches
111
56
28
14
7
4
2
55
28
14
7
3
2
1
Winner
Why are Insights Important?
Why are insights important without giving it away?
Insights are fuel for thinking
Example:
In the singles division of a knock-out tennis tournament there are 111 entrants. The
organiser wants to calculate the minimum number of matches that must be played.
What is this number and how do you reach it? The answer is bundled up into the term
“insights”.
The following section tries to get under the skin of your customers and help shape
and frame some decisions so you can decide what an ideal customer really looks like.
Here is the way most people would probably tackle this problem;
How many matches can be played between 111 people, how many people will be left
in the tournament after this round, and so on.
A much simpler method to solve this problem involves an insight switch-over. Instead
of working towards the gradual selection of the winner, consider instead all the
eventual losers. There must be 110.
Since each loser can only play one match there must be 110 matches.
8
9. KNOW YOUR CONSUMERS
INSIGHTS
The Pareto Principle
Vilfredo Pareto was born in Paris in 1848 and moved with his family to Italy in 1858. In
1886 he began lecturing on economics and management at the University of Florence and
eventually moved to Switzerland where he worked, developing the Pareto Principle, until
his death in 1923.
The Pareto Principle states that 80% of the result is obtained from 20% of the input. i.e.
80% results come from 20% of your time and effort!
This law can also be applied to everyday situations: 20% of sources cause 80% of your
happiness, and 20% of sources cause 80% of your unhappiness.
If you don’t have any new insights then how about you focus on the 80/20 rule. Every
marketer has an insight available to them - the 80/20 rule encourages you to focus on the
20% of your business that gets you the 80% of returns. In some industries we find this is
even higher.
For example, focusing on the 20% of your customers that generate significant income
allows you to reward them and single them out for special treatment. This might increase
their spend and loyalty and help you model for other customers who are similar.
Conversely, some businesses should sack their worst 20% of clients. Doing some analysis
might identify that 80% of problems and wasted time originate with a small group of
problem clients.
“80% of the result is obtained from 20% of the input”
Pareto and His Garden: 80/20 and Freedom from Futility, End of Time Management, Peter Drucker
80/20 Rule
Effort
Results
20%
80%
9
10. KNOW YOUR CONSUMERS
INSIGHTS
Finding the Outstanding Results
The Seven Habits of Highly Effective People, first published in 1989, is a self-help book
written by Stephen R. Covey
Finding the 20% that gets 80% of outstanding results
NOW DISTRACTION
THE KEY PROCRASTINATION
Important Not Important
NotUrgentUrgent
10
11. KNOW YOUR CONSUMERS
INSIGHTS
Background
The Stanford Prison System Experiment
was a 1971 study of the psychological
effects of becoming a prisoner or prison
guard. Conducted by a team of researchers
at Stanford University, led by Psychology
Professor Philip Zimbardo, 70 people were
chosen to play the roles of either guards
or prisoners and live in a mock prison in
the basement of the Stanford psychology
building.
Those selected were chosen for their lack
of psychological issues, crime history
and medical disabilities, in order to obtain
a representative sample and roles were
assigned based on a coin toss.
The Stanford Prison System Experiment:
An Insight gleaned
12. KNOW YOUR CONSUMERS
INSIGHTS
The Stanford Prison System Experiment cont..
What happened?
“Our planned two week investigation into the psychology of prison life had
to be ended prematurely after only six days because of what the situation
was doing to the college students who participated. In only a few days,
our guards became sadistic and our prisoners became depressed and
showed signs of extreme stress.”*
Result
• This demonstrated the impressionability and obedience of people when
provided with a legitimising ideology and social and institutional support.
• Illustrated cognitive dissonance theory and the power of authority.
• Supported the psychology theory of situational attribution of behaviour
rather than dispositional attribution. In other words, it seemed the
situation caused the participants' behaviour, rather than anything
inherent in their individual personalities.
12
* Official Site - http://www.prisonexp.org
Wikipedia - http://en.wikipedia.org/wiki/Stanford_prison_study
13. KNOW YOUR CONSUMERS
INSIGHTS
RTA ‘Pinky’ Campaign: An Insights Case Study
Background
The RTA’s graphic advertising campaigns
around speeding seemed to be working for
all but one group: young males. Some of the
statistics around this group were horrible;
90% of fatalities in P-plate crashes are male.
P-platers represent just 7% of licence
holders but accounted for 33% of speeding
infringements 30km/h above the limit and
41% of 45km/h and above the limit.
14. KNOW YOUR CONSUMERS
INSIGHTS
Insight
It emerged that young male drivers were speeding in an attempt to impress their audience -
passengers, other mates, girls and the wider community.
The campaign needed to empower passengers to undermine the speeding driver’s
masculinity by making speeding “uncool”. Being considered “uncool” was a much more
real and immediate concern than death for these drivers. The message they needed to get
across was; “you may not die but everybody will think you’re an idiot”.
Passengers, rather than the driver, became the audience for ‘pinkie’ - a first in RTA
communication campaigns.
Results
• The most salient youth speeding campaign ever
• The campaign reached over 97% of its target audience, making one of the “biggest
global media impacts in Australia communications history”.
• Passengers embraced the ‘pinkie’ gesture.
• Prompted a crucial behaviour shift in young drivers - ‘pinkie’ decreased the incidence
of speeding behaviour and helped save over 50 young males from speed-related deaths.
Needing to be more than a 30 second TVC to succeed and save lives, this high saturation
campaign involved digital (XXS condoms/ thecashewboy.com.au), outdoor and ambient
(implemented in environments where young guys are feeling their most masculine - pubs
and men’s magazines) as well as the TVCs.
RTA ‘Pinky’ Campaign cont..
14
16. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
Know your consumers
This model identifies the levels of human needs. As marketer’s,
it’s often useful to see how our category, product or service fits
into the human needs hierarchy.
Maslow’s
Hierarchy
of Needs
Maslow’s Hierarchy shows
us that you can’t operate
properly at a higher level
when there is dissatisfaction
at a lower level
Example:
You can’t motivate
someone to achieve their
sales target when they’re
having problems with their
marriage
Transcendence
Self-actualisation
Aesthetic
Cognitive
Esteem
Belonging/Love
Safety
Biological/
Physiological
Basic life needs - air, food, drink, shelter, wamrth, sleep, etc.
Protection, security, order, law, limits, stability, etc.
Family, affection, relationships, workgroup. etc.
Achievement, status, responsibility, reputation
Knowledge, meaning, self-awareness
Beauty, balance, form, etc.
Personal growth, self-fulfilment
Helping others
to self-actualise
16
17. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
Seven Levels of Organisational Consciousness
Survival
Relationships
Self-Esteem
Transformation
Internal Cohesion
Making a Difference
Service
1
2
3
5
6
7
4
Pursuit of Profit and Shareholder Value
Financial Stability, Employee Health and Safety
Limiting: Short-term Focus, Control
Relationships that Support the Organisation
Open Communication, Respect, Customer Satisfaction
Limiting: Blame, Internal Competition
High Performance Systems and Processes
Productivity, Efficiency, Quality, Professional Growth
Limiting: Bureaucracy, Complacency
Continuous Renewal and Learning
Accountability, Adaptability, Innovation, Teamwork
Development of a Strong Cohesive Culture
Commitment, Enthusiasm, Shared Values
Strategic Alliances and Partnerships
Employee Fulfilment, Community Involvement
Service to Humanity
Ethics, Social Justice, Future Generations
17
Richard Barrett
18. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
of things we Read
of words we Hear
of pictures we See
of things we Hear and See
of things we Say
of things we Say and Do
Watching a movie
Looking at an exhibit
Watching a demonstration
Seeing it done on location
Participating in a discussion
Giving a talk
Doing a dramatic presentation
Simulating the real thing
Doing the real thing
Cone of Learning
In Web 2.0 and beyond, marketers have
given unprecedented opportunity to engage
with customers and prospects. In our quest
to be relevant and memorable we can gain
insights from the below on how we choose
to engage with people.
10%
20%
30%
50%
70%
90%
We Remember:
18
Edgar Dale, Audio-Visual Methods in Teaching (3rd Edition). Holt, Rinehart and Winston (1969)
19. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
Why Target a Consumer Segment?
More relevant when building
value into your product
More relevant distribution -
being more selective when
distribution channels can give
a competitive advantage
More targeted in communication,
meaning less wastage
Consumer
19
20. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
Targeting and Spillage
Often it’s helpful to have a bullseye target
because in mass media it’s impossible to
only target a certain group.
However; unless you’re specific it is
possible to miss your ideal customers by
being too general.
A bullseye model helps you target a niche
while identifying a secondary audience and
therefore apply a “non-alienation” test to to
your communications, i.e. we must talk to A,
but must not alienate B
A:
Bullseye
B:
Secondary
20
21. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
Key Benefits of Market Segmentation
21
Focus marketing efforts
where they have the best
chance of success
Build on the success
of other company’s
products
Increase profitability through
increased customer loyalty
and higher prices
Increase the efficiency
of money spent for
marketing activities
Find growth opportunities
Market
Segmentation
22. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
Market Segmentation
If you can clearly position your product
within a competitive market environment
then you will appeal to the most desirable
consumer segment. The greater your
appeal, the more rewarding your
relationship with your customers will be.
They’ll take the time to have a relationship
with you and to help you develop new
products (crowd sourcing).
So if you get your product positioned
right, it will appeal to a segment, there
will be reciprocal value and you’ll have
unbelievable loyalty.
Product
Consumer
Segment
Positioning Value
New Product Development
(Crowd Sourcing)
Product Segment Value Loyalty
22
Relationship
23. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
Loyalty Segmentation
Rather than just assuming that customers are loyal because they keep on coming
back, it often pays to look what’s underpinning that loyalty. What are their opinions,
beliefs and motivations?
Non-customers
Those who buy competitor brands or are not product class users.
Price switchers
Those that are price sensitive and switch between brands depending on price.
Passive loyal
Those who buy out of habit rather than reason.
Fence sitters
Those who are indifferent between two or more brands.
Committed
Those that will only have eyes for the one brand.
23
Committed
Fence
Sitters
Passive
Loyal
Non
Customers
Price
Switchers
Building Strong Brands, David A. Aaker 1996
24. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
Loyalty and Relationship Index
This Ogilvy model helps understand and clarify some of the drivers of loyalty
Strangers
Distant
Lovers
Happy
Marriages
Prisoners
Low High
High
Emotional
Loyalty
Behavioural
Loyalty
Single product holders. No
relationship manager. Potential
grievances. Non-response to
offers and communications.
Conduct relationships with other
providers. Most likely to leave.
Not unhappy with the relationship.
Have a mixed portfolio and
relationships with other brands.
Relevance lacking.
Multiple product holdings.
Advocates and satisfied. In a
two way relationship. Respond to
relevant communications.
Long term customers. A
combination of customers with:
Bad experiences/grievances,
overdrawn or in debt, intertia
stops them moving.
24
Ogilvy One
25. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
One of the most common and easy to define segments are generational
Generations
through the
Ages
Baby
Boomers
(1946-1960)
Generation
X
(1961-1980)
Generation
Y
(1981-2001)
Generation
Net
(1995-...)
25
http://www.dhss.mo.gov/LPHA/New2008MCHI/GenerationalDifferences_Worksheet_GalenHoff.pdf
26. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
Baby Boomers
Defining characteristics:
• Born 1946-1960, after World War II
• Grew up during the 50’s, 60’s and 70’s
• Entered the workforce when unemployment was high; late 60’s to early 80’s
• They remember starting at the bottom and working their way up
• They are today’s ageing workforce
Baby
Boomers
26
Through the Ages, Business Review Week, Dr Roslyn Sayers 2008
27. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
Generation X
Defining characteristics:
• Born 1961-1980
• Grew up during the 70’s and 80’s, entering the workforce in the 80’s and 90’s
• Were influenced by increase in number of divorces, single-parent and dual income
situations
• Generally well-educated with majority having had a tertiary education
• Highly influenced by the 90’s technology boom with the increasing popularity of the PC
and Internet.
• Stay loyal to themselves only and have a tendency to change jobs frequently, with
many involved in starting their own businesses
• Today they are faced with the demands of managing work and family commitments
Generation
X
27
Through the Ages, Business Review Week, Dr Roslyn Sayers 2008
28. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
Generation
Y
Defining characteristics:
• Born in 1981-2001
• Grew up during the 80’s and 90’s and entered the workforce from the 90’s up to the
current day
• Are generally either working or studying at school or university
• Influenced by technology and are highly impatient, expecting everything to be
instantaneous
• Are characterised for holding several jobs at one time and consider holding a job for
more than 2 years to be a long time
• Generation Y is aware of globalisation and concerned with global issues such as
climate change and sustainability
Generation Y
28
Through the Ages, Business Review Week, Dr Roslyn Sayers 2008
29. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
Generation
Net
Generation Net
Defining characteristics:
• Born 1995 and beyond
• Are growing up in the 90’s and 00’s
• Will enter the workforce from around 2010-2020
• Have grown up with technology such as mobile phones, Internet,
• Expect everything to be instantaneous
• Generally have an extremely short concentration span
Before they turn 25 the Net Generation will have:
• Spent 10,000 hours gaming
• Sent 200,000 emails and Instant Messages
• Spent 20,000 hours using their mobile phones
• Spent 15,000 hours on the Internet
29
30. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
Generation C
The GENERATION C phenomenon captures the avalanche of consumer
generated 'content' that is building on the Web, adding tera-peta bytes of
new text, images, audio and video on an ongoing basis. The two main drivers
fuelling this trend?
1. The creative urges each consumer undeniably possesses. We're all artists,
but until now we neither had the guts nor the means to go all out.
2. The manufacturers of content-creating tools, who relentlessly push us to
unleash that creativity, using, of course, their ever cheaper, ever more powerful
gadgets and gizmos. Instead of asking consumers to watch, to listen, to play,
to passively consume, the race is on to get them to create, to produce, and to
participate.
More than just age based segmentation, a behavioural segmentation like
Generation C is sometimes useful. Also look to the Technographic profiling
available on the Forrester research site to see how your audience might be
using technology.
30
http://www.trendwatching.com/trends/GENERATION_C.htm
31. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
Consumer 2.0
Peers win over celebrities:
Consumer 2.0 responds better to endorsement from peers and friends, and not celebrities.
In a survey conducted in America only 15% of college students said they would be influenced
by celebrity endorsement of a brand.
Niche is normal:
These consumers want choices and products that speak to them personally. They want to
follow their hearts and pursue their own interests.
Small pieces of communication:
Consumer 2.0 takes in small bits of information rapidly, and filters the rest out. They multi-task
and the best marketers can hope for is divided attention from them. For every email they send
they send 2.5 text messages.
Personal needs trump brands:
A recent study found 78% of college students thought that brands were overrated; Consumer
2.0 will consume what suits them. In some categories brands are still important, but this is
less obvious than in the past.
They own the brand:
Consumer 2.0 constantly blogs and speaks out about their experiences of brands. It is their
opinion that will make or break a product more than ever before.
31
Engage: Gen Y, Brandon Evans, April 17, 2009
32. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
Customisation
In the past Australians have only had access to generalised web portals such
as Yahoo, Ask or Google. These sites, while each being slightly different, are
ultimately very similar.
Recently, applications like PageFlakes, MyYahoo and iGoogle have given
users the chance to make their home page and web portal customisable,
hence tailoring to many different niches.
In 2007 the use of iGoogle grew 267%, with approximately 20% of Google
homepage visits being through iGoogle.
Also, the websites that have Google ads on their sites as part of the Google
content network reach 7.2 billion unique visitors each month, with a total of 1.2
billion page views
32
Ben Phillips, AdNews 8 August 2008
33. KNOW YOUR CONSUMERS
CONSUMER SEGMENTATION
The Long Tail
This term refers to the ‘Long Tail’ demographic that buy niche items rather
than popular items.
For example, Netflix or Rhapsody are two online media distributors that cater
to the ‘Long Tail’. They do this by offering an enormous range of choice in
their 25,000+ movie titles and millions of songs available.
As a result, people buying from these companies generally do not buy movies
or music that are currently popular. Instead, almost 50% of sales are from
niche, classic and old titles.
Thus ‘Long Tail’ customers buy what they want specifically, without regard to
popular culture. This also increases the shelf life of the content.
Popularity
Products
Head
Long Tail
33
Life After The 30-Second Spot, Joseph Jaffe, 2005
35. KNOW YOUR CONSUMERS
SEGMENTATION METHODS
Types of Customer Segmentation
Who are
we Creating
Value for?
Mass Market
• Don’t distinguish between different customer segments
• The value propositions, distribution channels, and customer relationships
all focus on one large group with broadly similar needs and problems
Niche Market
• Cater to specific, specialised customer segments
• The value propositions, distribution channels and customer relationships
are all tailored to specific requirements of the niche market
Segmented
• Focuses on more than one market segment with slightly different needs
and problems
• One business model that serves different market segments with slightly
different value propositions
Diversified
• Serves two unrelated customer segments within the same business model
• An example would be Amazon.com who diversified their online retail
business by selling online storage; both are linked by Amazon.com’s
powerful IT infrastructure on more than one market segment with slightly
different needs and problems
Multi-sided
Markets
• Serves two or more interdependent customer segments, who together
make the business model work
• An example would be a credit card company who needs a large base of
credit card holders, as well as a large base of merchants who accept
those credit cards
35
36. KNOW YOUR CONSUMERS
SEGMENTATION METHODS
Segmentation: How is it Done?
Who they are? Where are they? What they do? What they think?
36
Psychographic
Behavioural Demographic
Categorisation Geographic
Define by service
Customer or consumer?
Costumer or prospect?
Categorisation
Global, country, region; urban
or rural, etc.
Geographic
Demographic
Age, income, gender,
education, religion, etc.
Behavioural
Product usage rates, loyalty,
buyers/users, benefits sought
Psychographic
Attitudes, beliefs and lifestyles
Motivation
37. KNOW YOUR CONSUMERS
SEGMENTATION METHODS
Segment Examples
Down Agers:
Believe 50 is the new 40
Empty Nesters:
A couple with adult children who live out of home
Clan and Community
Action groups
Early Adopters:
Adopt and embrace new technology
Pets are people too:
People who treat animals like surrogate children
37
38. KNOW YOUR CONSUMERS
SEGMENTATION METHODS
Adoption of Innovation Model
The traditional marketing chasm occurs
between ‘early adopters’ and ‘early majority’
and normally requires successful mass
marketing to transition across.
The consumer adoption of any new product
generally follows a bell curve of distribution
and adoption. For a market launch of a new
product an understanding of the above is
critical to be able to identify the differences in
the segments and plan the rollout over time.
2.5%
Innovators
13.5%
Early
Adopters
34%
Early
Majority
34%
Late
Majority
16%
Laggards
Rogers Adoption/Innovation Curve
38
39. KNOW YOUR CONSUMERS
SEGMENTATION METHODS
Common Segmentation Methodologies & Models
Mosaic geoTribes
Neilsen:
Panorama
Roy Morgan:
Asteroid
Segmentation
Tools
39
40. KNOW YOUR CONSUMERS
SEGMENTATION METHODS
Mosaic Segmentation
Mosaic is a consistent segmentation system that covers over 284 million of the world’s
households
It is based on a simple proposition that the world's cities share common patterns of
residential behaviours
Mosaic creates a set of groups which are used to classify sections of society, such as:
• Sophisticated Singles
• Bourgeois Prosperity
• Career and Family
• Hard Working Blue Collar
• Rural Inheritance
Mosaic
40
http://www.business-strategies.co.uk
41. KNOW YOUR CONSUMERS
SEGMENTATION METHODS
geoTribes®
In geoTribes®, social resources are represented by socioeconomic status, while needs
are represented by lifecycle stage. The geoTribes® scheme is ranked in descending
socioeconomic status order.
Applications for the segments include targeting of letterbox, outdoor, media inserts,
database enhancement and profiling and sophisticated integrated campaigns.
The geoTribes® segments are based on a sophisticated spatial modelling process that
combines Census demographic data with lifecycle stage and socioeconomic status data
from the abs’s Household Expenditure Survey (HES).
geoTribes
41
www.rdaresearch.com.au/geotribes.php
42. KNOW YOUR CONSUMERS
SEGMENTATION METHODS
Nielsen: Panorama
Consumer and Media Insights:
Panorama helps clients to better understand consumer usage of products and services by
providing insights they can act on and the market understanding for profitable customer
growth. As a syndicated multi-media marketing database, Panorama integrates consumer
demographics, product usage and media consumption for value-added marketing and
media solutions.
It enables consumer profiling (a stronger comprehension of consumers or potential
consumers needs) to reveal opportunities for new business in the market place. It also
enables targeting of advertising campaigns with greater accuracy through planning and
evaluating integrated media campaigns using the strengths of the media industry's most
widely used research tools:
• OzTAM Metropolitan TV Ratings data
• AGB Nielsen Media Research Regional TV Ratings data
• Nielsen Radio Ratings data
• Panorama Product and Service Usage data
Neilsen:
Panorama
42
http://au.nielsen.com/products/nmr_panorama.shtml
43. KNOW YOUR CONSUMERS
SEGMENTATION METHODS
Roy Morgan Segments: Asteroid
Roy Morgan Asteroid research is operating in over 365 client sites around the world.
Asteroid is decision-oriented. It makes survey data accessible to people who have to
formulate conclusions and recommendations.
It allows you to explore data, generate and test hypotheses, follow up ideas and trains of
thought and search for supporting evidence.
Asteroid encourages researchers to be more proactive and creative in using survey
results. It promotes fuller understanding of survey results and allows faster responses to
queries.
Asteroid adds value to surveys. Most of the cost of surveys is in data collection - Asteroid
allows you to get much more information for little extra cost.
Roy Morgan:
Asteroid
43
www.roymorgan.com.au
45. KNOW YOUR CONSUMERS
CUSTOMER CONVERSION
There has been a lot of dissing of the good old marketing funnel of late; especially from
the digital sector. To our mind, it’s simple, it’s clear and it still helps.
Marketing
Funnel
Suspect
Prospect
Customer
Client
Advocate
Free product samples
Digital front-end products,
books, audio
Back-end physical manuals,
tools
System consulting
Apple example:
Free iTunes Card
iPod, iTunes account
iMac, MacBook
appleCare, licensing
45
46. KNOW YOUR CONSUMERS
CUSTOMER CONVERSION
Purchase Path
Following on from the Marketing Funnel, an ideal flow through passes all levels of brand engagement down the purchase path.
Awareness Knowledge Liking
Purchase Conviction Preference
Repeat
Purchase
Endorse Advocate
46
47. KNOW YOUR CONSUMERS
CUSTOMER CONVERSION
Conversion Strategy
Of course, the purchase path isn’t always set in stone, but is dictated by your industry. What is set in stone is that there is always
an action which is prompted by a stimulus.
Below is an example of the path taken by people in the publishing industry.
Aware
See
Understand
See Ad
Interest
Friend Uses
Use
Demo
Purchase
Trial
Advocate
Subscription
ActionStimulus
47
48. KNOW YOUR CONSUMERS
CUSTOMER CONVERSION
Case Study: Joe Girard
When it comes to conversion we need to look at the humble used car
salesman. From a category that’s often so loathed there’s one guy who
has emerged as universally loved! There’s much that some of us ivory
tower marketers can learn from the humble car lot
49. KNOW YOUR CONSUMERS
CUSTOMER CONVERSION
Joe Girard cont..
Joe Girard would sell an average of 70 used cars per month, when the industry average
was 7. He would find out information about customers, such as asking when their
birthday was, their favourite song and would ask them about their kids. He would keep
this information and then do little value-adds such as putting the CD of the customers’
favourite song in the car ready to play when they picked up the car.
Joe would go above and beyond; putting a bow on the key of the car, offering free annual
detail, sending the customer a birthday card, then the car a birthday card with a free fuel
voucher!
In fact, he would send cards to customers up to 13 times per year!
49
51. KNOW YOUR CONSUMERS
CUSTOMER CONVERSION
“Most marketers use research
like a drunk uses a lamp post, for
support rather than illumination.”
Bill Bernbach
52. KNOW YOUR CONSUMERS
CUSTOMER CONVERSION
“If I had asked people what they wanted,
I would’ve built a faster horse”
Henry Ford
53. KNOW YOUR CONSUMERS
RESEARCH
“Instead of asking them to watch, to
listen, to play, to passively consume,
the race is on to get them to create, to
produce and to participate”
trendwatching.com
54. KNOW YOUR CONSUMERS
RESEARCH
Roles of Research
What is marketing?
The purpose of marketing is to get and keep a customer. Marketing is the planning and
decision-making process that manages the links between our clients and their consumers.
It helps us answer the following questions around our customers
• What do they want?
• Why do they want it?
• What do the competitors offer?
Research Strategies
ContextConsumer
Trends - experts, technological changes
Culture - pop culture, style, fashion
Cross-Industry - influences from parallel industries, developments etc.
Depth (insight) - Qualitative analysis - groups, interviews, observations, ethnography
Breadth (quantisation) - online, omnibus, Roy Morgan data
54
55. KNOW YOUR CONSUMERS
RESEARCH
Research and Ethnography
A context for research interpretation
Not aware
AwareWillsay
Won’tsay
Conscious factors
• Public and spoken
• Socially acceptable
• Left brain
Private Feelings
• Private but suppressed
• Don’t like to admit
• Hard to verbalise (right brain)
Intuitive Associations
• Potentially public
• No vocabulary
• Right brain
Unconscious factors
• Private and repressed
55
56. KNOW YOUR CONSUMERS
RESEARCH
Different Segmentation for Different Purposes
Segmentations to develop advertising
Populations
Studied
Users of the product or service to be advertised
Data sources
tapped
Attitude surveys
Analytical
tools used
Statistical analysis of survey results
Outputs Segments that differ in their responses to a given
message
Segmentations to develop new products
Users of related products or services that
already meet similar needs; partners such as
distributors and retailers
Purchase and usage data on consumers,
supplemented by surveys; analysis of
consumers’ finances and channel preferences
Analysis of customers who remain loyal and
those who switch to competing offerings
Segments that differ in their purchasing power,
goals, aspirations, and behaviour
56
Harvard Business Review Feb 06
57. KNOW YOUR CONSUMERS
RESEARCH
Decision Making
Issues the business wants
to address
Shallow
decisions
• Whether to make small
improvements to existing products
• How to select targets of a media
campaign
• Whether to change process
Consumers’ concerns
• How relevant and believable new-
product claims are
• How to evaluate a given product
• Whether to switch products
What the segmentation
should try to find out
• Buying and usage behaviour
• Willingness to pay small premium
for higher quality
• Degree of brand loyalty
Middle-
of-the-
spectrum
decisions
• How to position the brand
• Which segments to pursue
• Whether to change the product
fundamentally
• Whether to develop an entirely
new product
• Whether to visit a clinic about a
medical condition
• Whether to switch one’s brand of
car
• Whether to replace an enterprise
software system
• Whether the consumers being
studied are do-it-yourself or do-it-
for-me types
• Consumers’ needs (better service,
convenience, functionality
• Their social status, self-image, and
lifestyle
Deepest
decisions
• Whether to revise the business
model in response to powerful
social forces changing how people
live their lives
• Choosing a course of medical
treatment
• Deciding where we live
• Core values and beliefs related to
the buying decisions
57
Harvard Business Review Feb 06
58. KNOW YOUR CONSUMERS
RESEARCH
Research Strategies
58
Climb a mountain
Quantitative perspective
If you want to look at a tree, stay on
the ground. If you want to see
the forest, climb a tree.
Go to the jungle
Environment qualification
If you want to see how a lion hunts,
don’t go to the zoo, go to the
jungle.
Think like a fish
Collaborate sessions
If you want to catch a fish, first you
must think like a fish.
59. KNOW YOUR CONSUMERS
RESEARCH
Research Can Confuse You!
Treat focus groups with caution
Allowing rooms full of total strangers with big mouths to influence
your marketing strategy can be disastrous
In a focus group, you are asking people to form an opinion in
a manner that goes way beyond that of their normal mental
processing, turning them into marketing managers for a day
If there is any questions around the quality of the members of the
group, or the discussion guide, you simply must have an expert
facilitator to help you sift the wheat from the chaff
Always be aware that people often talk one way, but act another;
especially in artificial group environments
And lastly, remember that focus groups are qualitative, not
quantitative, so don’t treat comments as statistically valid - holding
multiple groups, in multiple locations, can help isolate some of the
factors
59
60. KNOW YOUR CONSUMERS
RESEARCH
Case Study:
‘NEW’ Coca-Cola Failure
In 1985, after $4 million was invested in market research and over 200,000 blind taste tests had been
performed, Coke launched ‘New Coke ‘
However, they forgot to tell consumers it was not and, but instead, of ‘old’ Coke
PR disaster!
After a deluge of phone calls and letters demanding the return of the original Coke, the company decided
to return to the original ingredients.
The result was that Coke acknowledged that it is the consumer that drives ‘Coca-Cola’, not the company.
61. KNOW YOUR CONSUMERS
RESEARCH
Defining and engaging social change
The easiest way to consider the emergence of trends
in our society, such as the rise of particular fashions or
the popularity of certain books and films, is to think of
them as epidemics.
You can spread your own ‘epidemic’ by considering
three rules
• The Law of the Few
• The Stickiness Factor
• The Power of Context
Tipping
Point
Gladwell took an existing concept and
made it his own. “Tip of the hat to you sir”. It
would be remiss for us to not acknowledge
him in our toolkit
61
The Tipping Point, Malcolm Gladwell, 2000
62. KNOW YOUR CONSUMERS
RESEARCH
The Tipping Point cont..
The Law of the Few
A certain few types of people are primarily responsible for the emergence of social epidemics in society:
62
The Tipping Point, Malcolm Gladwell, 2000
2. Mavens:
These people collect information, and
when they find something interesting they
love to share it with anyone who will listen.
They are more interested in the world
around them, reading more magazines,
newspapers and even junk mail. They
provide the message and Connectors
spread it.
1. Connectors:
People with an uncanny knack for making
friends and acquaintances. Due to their
personality and character their networking
skills generally span across various
subcultures and niches. This makes them
invaluable for spreading ideas and trends.
3. Salesmen:
These people convince the unconvinced.
Unlike the other two they work with
nonverbal as well as verbal persuasion.
Their personalities are very expressive -
they are the carriers of the epidemic.
63. KNOW YOUR CONSUMERS
RESEARCH
The Tipping Point cont..
The Stickiness Factor
The content of the message is also intrinsic to starting an epidemic, not just the
messengers. The message needs to be ‘sticky.’ That is, it needs to be memorable and
needs to spur people to action.
You need to make your message irresistible!
The Power of Context
We are exquisitely sensitive to changes in our context. The Power of Context advocates
that behaviour is a function of social context and environment. For example, when
people are asked to consider something or make decisions in a group, their conclusions
generally differ greatly than if they had been alone.
Close knit groups have more power in amplifying the potential of the social epidemic or
trend. The Rule of 150 guides this roughly; 150 is the maximum number of people the
average person can have a genuine social relationship with. Any more than this and the
group is no longer tightly knit.
63
The Tipping Point, Malcolm Gladwell, 2000
65. KNOW YOUR CONSUMERS
PRICING
Pricing Srategies
Pricing in the Consumer section? “Nonsense, surely it belongs under ‘Know Your Business’”,
did we hear you say?
We agree that we may seem to be flirting with the controversial to have it here and that’s the
problem, and the point, we’re trying to highlight. 90%+ of businesses price based on either
the cost of inputs or what their competitors are doing.
If you understand your customers and segment correctly, pricing presents a whole new
opportunity for business growth.
Pricing
Strategies
65
The Strategies and Tactics of Pricing, A guide to profitable decision making,
Third Edition by Thomas T. Nagle and Reed K. Holden
66. KNOW YOUR CONSUMERS
PRICING
Progression of Commoditisation
The below graph shows us that price becomes important only if everything else is equal.
$
Margin
Time
Functionality Quality Convenience Price
66
Rod Young, dcstrategy.com
67. KNOW YOUR CONSUMERS
PRICING
Elements of Pricing
NOTE:
Cost of production
is not a factorPrice as
Quality
Necessity
vs
Luxury
Price of
Fairness
Switching
Cost
Size of
Expenditure
Differentiation
Value
Pricing
Metrics
Reference
Value
Elasticity
of Demand
End Use
as Driver
Bundling
& Framing
Evaluation
Cost
Shared
Cost
Effect
Customer
Value
67
The Strategies and Tactics of Pricing, A guide to profitable decision making,
Third Edition by Thomas T. Nagle and Reed K. Holden
68. KNOW YOUR CONSUMERS
PRICING
Pricing Elements
Customer Value What is the product really worth to the customer and what gain will they
forgo without the product?
Evaluation Cost There can be a difficulty, and therefore risk, associated with an unknown
alternative
Price of Fairness Customers are sensitive to prices that fall outside what’s considered ‘fair’;
seller’s profits are one issue
Neccessity vs Luxury Shouldn’t charge higher for necessities
Size of Expenditure How large is the expenditure in absolute terms? How much effort is there to
reduce it?
Elasticity of Demand How sensitive is the demand of the product to movements in price?
Pricing Metrics Quantity Based e.g. petrol. Access Based e.g. health clubs. Performance
Based e.g. legal, banking.
68
69. KNOW YOUR CONSUMERS
PRICING
Pricing Elements cont..
Reference Pricing Is a product’s economic value, which is the price of the next best
“perceived” alternative
Differentiation Value Is Reference Pricing plus the value of the product’s differentiating values
Switching Cost Up-front fees and costs to customers should be considered to minimise
switching barriers
Bundling and Framing;
Proportioned Price
Customers are less sensitive to smaller “proportioned” add-ons to big ticket
items, e.g. what’s a few hundred dollars when buying a car?
End User as a Driver Is the end use emotional, quality or cost driven? E.g. do people want a 2-4-1
dinner voucher for Valentine’s Day?!
Price as Quality With image and exclusive products, or in the absence of other cues, price
can signal quality
Shared Cost Effect Does the buyer have to cover the full cost, especially during the start-up
phase
69
70. KNOW YOUR CONSUMERS
PRICING
The Strategy and Tactics of Pricing
“No other weapon in a marketer’s arsenal can boost sales more
quickly or effectively than price. Price discounting - whether
explicit, or disguised with rebates, coupons, or generous terms -
is usually a sure way to enhance immediate volume.
However, gaining sales with price is consistent with long-term
profitability only when managed as part of a marketing strategy
for achieving, exploiting, or sustaining a longer-term competitive
advantage.”
-T Nagle, R. Holden
70
The Strategies and Tactics of Pricing, A guide to profitable decision making,
Third Edition by Thomas T. Nagle and Reed K. Holden
71. KNOW YOUR CONSUMERS
PRICING
Reference Price
Why are people buying?
Low
Low
High
Value of Differentiation
PainofPrice
Price Buyers Value Buyers
Convenience
Buyers
Relationships
Buyers
High
71
The Strategies and Tactics of Pricing, A guide to profitable decision making,
Third Edition by Thomas T. Nagle and Reed K. Holden
72. KNOW YOUR CONSUMERS
PRICING
Reference Price
72
Is there a response that
would cost less than the
preventable sales loss?
If you respond, is the
competitor willing and
able to cut price again
to re-establish the price
difference?
YES NO
Respond
Will the multiple responses
required to match a
competitor still cost less than
the avoidable sales loss?
YES
YES
Respond
Does the value of the
markets at risk justify the
cost of a response?
NO
YES
YES
Respond
NO
Accomodate
or
Ignore
Is there a response that
would cost less than the
preventable sales loss?
YES
NO
The Strategies and Tactics of Pricing, A guide to profitable decision making,
Third Edition by Thomas T. Nagle and Reed K. Holden
Competitive
Price Out or
New Product
Entry
73. KNOW YOUR CONSUMERS
PRICING
Adapting to a Changing Environment
Product
Development
Stage
Introduction Growth Maturity DeclineSales and
Profits ($)
Time
Sales
Profits
73
The Strategies and Tactics of Pricing, A guide to profitable decision making,
Third Edition by Thomas T. Nagle and Reed K. Holden
74. KNOW YOUR CONSUMERS
PRICING
Price Metrics
When you set a price for your product or service, you must consider its value to the
customer. Do this by considering the nature of your product:
• Is it quantity based, i.e. petrol
• Is it access based, i.e. health clubs
• Is it performance based, i.e. legal services
You must set your prices proactively, and not let them be determined by a misinformed
or ill-intending customer
74
The Strategies and Tactics of Pricing, A guide to profitable decision making,
Third Edition by Thomas T. Nagle and Reed K. Holden
75. KNOW YOUR CONSUMERS
PRICING
Marketing Success Through Differentiation
Customers purchase more than the product; they purchase
the entire package, including:
• Ease of purchase
• Terms of credit
• Reliability of delivery
• Pleasantness of interactions
• Fair handling of complaints
“Customers buy the augmented product”
-Theodore Levitt
75
The Strategies and Tactics of Pricing, A guide to profitable decision making,
Third Edition by Thomas T. Nagle and Reed K. Holden
Product
Augmented
Product
Ease of purchase Terms of credit
Reliability
of delivery
Pleasantness of interactions
Fair handlings
of complaints
76. KNOW YOUR CONSUMERS
PRICING
Pricing Mechanisms
Fixed “Menu” Pricing
Predefined prices are based on static variables
List Price
Users of the product or service to be
advertised
Product
Feature
dependent
Price depends on the number or quality of
Value Proposition Features
Price depends on the type and
characteristic of a customer segment
Volume
dependent
Price as a function of the quantity
purchased
Dynamic Pricing
Prices change based on market conditions
Price negotiated between two or more
partners depending on negotiation power
and skills
Price depends on inventory and time of
purchase
Price is established dynamically based on
supply and demand
Price determined by outcome of
competitive bidding
Customer
Segment
dependent
Negotiation
(Bargaining)
Yield
Management
Auctions
Real-time
market
76
78. KNOW YOUR CONSUMERS
INSIGHT AND SEGMENTATION TOOLS
The ‘Big Questions’ for Stimulation
What catches
people’s attention?
What do people
respond to?
What surprises
people?
Who do they want
to talk to?
Who do people
admire?
What do people
enjoy?
What shocks
people?
Who do people
respond to?
?
78
79. KNOW YOUR CONSUMERS
INSIGHT AND SEGMENTATION TOOLS
24 Secondary Questions
1. Who are the different people involved with this product?
2. What do consumers hate about the category?
3. When is the product most valuable to them?
4. Why would they try our competitors?
5. What other products can this be used in conjunction with?
6. How does the product help you interact with other people?
7. Where is the product inappropriate?
8. Who do we not want to use the product?
9. What do our customers say about people who don’t use the product?
10. When are customers likely to switch?
11. Why would you speak to somebody else about it?
12. How does it make you feel?
13. Where will the category be in 10 years time?
14. Who despises our product and would never use it?
15. What do people that don’t use our product say about people that do?
16. Why wouldn’t you buy a competitors product?
17. When aren’t you thinking about the product but probably should be?
18. What sense does the product stimulate?
19. How else could you use the product?
20. Why couldn’t you just change out the logo?
21. What would your most loyal customer do to get the product?
22. Where do you wish you could find the product but can’t?
23. Who isn’t using the product but should be?
24. What would customers do if they did not have this product?
79
81. KNOW YOUR CONSUMERS
INSIGHT AND SEGMENTATION TOOLS
Interrogate Your Consumer
Interrogate
Your
Consumer
What influences them?
Who influences them?
Where do they get their
information?
Who are they?
How can we help them buy?
How does the product fit
into their communities?
How does the product fit
into their lives?
Personality profiles
Barriers to purchase? Risks?
Fears?
What drives their decisions?
81
82. KNOW YOUR CONSUMERS
INSIGHT AND SEGMENTATION TOOLS
Customer Profile Page
An understanding of a
customer’s mindset lets
you find opportunities
for products and
communications
Customer’s Current Mindset
Their expectations
Their beliefs
Their experience with you
Dynamic Pricing
Their buying habits
What drives their buying
Their market category
Negative aspects
82
83. KNOW YOUR CONSUMERS
INSIGHT AND SEGMENTATION TOOLS
Benefits vs. Problems
When asked what they want for their dog, consumers most often respond with “nutrition”
or “good taste”, which is what much dog food advertising has stressed over the years...
83
...but when asked what problems they have had with dog foods, consumers complain
about their dog’s bad breath or the food’s odour or mess.
84. KNOW YOUR CONSUMERS
INSIGHT AND SEGMENTATION TOOLS
Benefits vs. Problems
Category/Product Benefits Category/Product Frustrations
84
85. KNOW YOUR CONSUMERS
INSIGHT AND SEGMENTATION TOOLS
Picture Profiles
Picture profiles can be used to really bring the target market to life
Traditional Media Target
Viewing your consumer in terms of
an age group or demographic
e.g. 12 to 24 year olds
Conceptual Media Target
Viewing your consumer as a part of
whatever community they belong to
e.g. cool young people
85
86. KNOW YOUR CONSUMERS
INSIGHT AND SEGMENTATION TOOLS
Pen Portraits of Target Markets
Writing a portrait of your target market may help get inside their mind
and understand their motivations and desires
Autobiography
A brief story written in the ‘first person.’
Biography
A story written by a second person
86
87. KNOW YOUR CONSUMERS
INSIGHT AND SEGMENTATION TOOLS
Mind Snapshot
This tool helps you analyse your customer’s drivers of purchase behaviour
Product Category: (e.g. Toothpaste)
Category Attributes Importance as
purchase driver (1-10)
Relative Brand
Strength
87
N.B:
Different by segment
Different by individual
88. KNOW YOUR CONSUMERS
INSIGHT AND SEGMENTATION TOOLS
Insight Windows
An insight is merely a point of view on a
piece of data or information that changes
the way we look at something. We
encourage you to have a look through the
“windows” or filters listed above and see
what insights might be present.
TIP: have a look at the future tools under
“know your market’ for stimulation on
what trends are affecting your category.
Consumer Product
Category Future
88
89. KNOW YOUR CONSUMERS
INSIGHT AND SEGMENTATION TOOLS
Insight Links
This tool is handy for linking insights to communications messages
Core
Insight
Comms.
Proposition
What feeling do you want to engage?
What rational support do they need to believe?
What experience do you want to create
What action do you want them to take?
What perception needs to shift?
What “baggage” do they need to drop?
89
90. KNOW YOUR CONSUMERS
INSIGHT AND SEGMENTATION TOOLS
Customer Journey Audit
This tool provides a framework for conducting an audit of your customer journey.
When conducting a customer journey audit you should look at it from 5 different points of view and across 4
distinct contact stages, looking to see whether your competitors are effectively delivering on their strategies.
Strategy/
Positioning
Awareness Purchase Advocacy
Competitor 1
Market Leader
Competitor 2
Closet Competitor
Competitor 3
Most innovative
Parallel industry
best practice
My Brand
PointofView
Contact Stage
90
91. KNOW YOUR CONSUMERS
INSIGHT AND SEGMENTATION TOOLS
Experience Engineering
This tool lets you compare the current
customer experience to an ideal
customer experience and see how
you can link the two
Describe the current experience your
customer receives
Imagine the perfect
customer experience
What are the similarities
and differences?
What needs to be changed to engineer
the perfect customer experience
91
The Idea Generator, Ken Hudson, 2007
92. KNOW YOUR CONSUMERS
INSIGHT AND SEGMENTATION TOOLS
Value Your Existing Customers
The average acquisition cost of a new customer is currently $454, showing that it is
important to value the relationship with your existing customers. Some easy ways to keep
this relationship going and growing is to;
• Ask for the next sale
• Lock in the next cross sell opportunity
• Plan your next contact
• Ask for feedback
• Stay relevant
• Consider their needs
• Ask if the consumer can refer - empower and incentivise them
S
92
Business Review Week, 2008
94. Congratulations on completing Book 3: Know your consumer
Contact us to get yourself a copy hellostepchange.com | +61 2 8030 8655 | chat@hellostepchange.com
The Brand Box series
The next book in the Brand Box series is Book 4: What’s the big idea?