Marketer's Toolkit

marketer’s toolkit simon li morphosize 2.april.09

Problem

Research

Research Cycle Background Information

Research Cycle Background Idea Information

Research Cycle Background Idea Theory Information

Research Cycle Background Idea Theory Experiment Information

Research Cycle Background Idea Theory Experiment Information Feedback

Research Cycle Background Idea Theory Experiment Information Feedback Feedback

Research Cycle Background Idea Theory Experiment Information Feedback Feedback Feedback

Qualitative vs Quantitative

“We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need, and will want, and make sure we’re there, ready.” Akio Morita - Co-founder of Sony Corporation

Types of Qualitative Research Methods

Types of Qualitative Research Methods Focus Groups

Types of Qualitative Research Methods Focus Groups Long Interview

Types of Qualitative Research Methods Behavioral Focus Groups Ethnography Long Interview

Types of Qualitative Research Methods Behavioral Focus Groups Ethnography Long Interview Projections

Types of Qualitative Research Methods Behavioral Focus Groups Diaries Ethnography Long Interview Projections

Types of Qualitative Research Methods Behavioral Focus Groups Diaries Ethnography Long Interview Projections Surveys

“The consumers do not behave as they say, they do not say what they think, and they do not think what they feel.” David Ogilvy

Insight

Strategy Canvas Consumer Utility Price Ease of Ease of Simplicity Community Customer cleaning use of design support engagement

Strategy Canvas Consumer Utility Company A Price Ease of Ease of Simplicity Community Customer cleaning use of design support engagement

Strategy Canvas Consumer Utility Company B Company A Price Ease of Ease of Simplicity Community Customer cleaning use of design support engagement

Strategy Canvas Consumer Utility Company C Company B Company A Price Ease of Ease of Simplicity Community Customer cleaning use of design support engagement

Four Actions Framework reduce raise create eliminate

Four Actions Framework reduce raise certain internal materials simplicity of the design shipment of individual items fewer parts = easier to clean internal fulﬁllment of products environmentally friendly materials create eliminate connection to consumers certain retail partners formation of communities ﬂashy and expensive packaging open source development communication not represent brand

Different/Good Chart not different different good 2 1 not good 3 4

Branding Touchpoints Brand

Branding Touchpoints Product/ Service Brand

Branding Touchpoints Product/ Re eri Ex Service ta enc p ile e r Brand

Branding Touchpoints Product/ Re eri Ex Service ta enc p ile e r Webpage Brand

Branding Touchpoints Product/ Re eri Ex Service ta enc p ile e r Webpage Brand Events

Branding Touchpoints Product/ Re eri Ex Service ta enc p ile e r Webpage Brand Events Co- Promotions

Branding Touchpoints Product/ Re eri Ex Service ta enc p ile e r Webpage Brand Events Retailer Tie-ins Co- Promotions

Branding Touchpoints Product/ Re eri Ex Service ta enc p ile e r Webpage Brand Advertising Campaigns Events Retailer Tie-ins Co- Promotions

Branding Touchpoints Product/ Re eri Ex Service ta enc Su sto d g p C an icin ile e r rv or r pp me Se t u Webpage Brand Advertising Campaigns Events Retailer Tie-ins Co- Promotions

People more educated and informed

People trust each other

Mass Customization

Advertising Campaign Questions

Advertising Campaign Questions What is the role?

Advertising Campaign Questions What is the role? What is the target group?

Advertising Campaign Questions What is the role? What is their desired responses? What is the target group?

Advertising Campaign Questions What is the role? What is their desired responses? What media works best to appeal to them? What is the target group?

Advertising Campaign Questions What is the role? What is their desired responses? What media works best to appeal to them? What is the target group? If the company enjoyed past success why?

Advertising Campaign Questions What is the role? What is their desired responses? What media works best to appeal to them? What is the target group? If the company enjoyed What past success would you do if why? main component is missing?

Advertising Campaign Questions What is the role? What is their desired responses? What media works best to appeal to them? What is the target group? What would you do if no traditional If the media exists? company enjoyed What past success would you do if why? main component is missing?

Crowdsourcing

Sources: lide 2: http://www.flickr.com/photos/__olga__/2516322622/sizes/l/ Slide 15: http://www.flickr.com/photos/thomashawk/2788592284/sizes/l/ Gerzema, John and Lebar, Ed. “The Brand Bubble.” 2008. Gerzema, John and Lebar, Ed. “The Brand Bubble.” 2008. King, Stephen. “A Master Class in Brand Planning.” 2007. lide 3: http://www.flickr.com/photos/ttstam/1787858002/sizes/l/ King, Stephen. “A Master Class in Brand Planning.” 2007. Slide 16: http://www.flickr.com/photos/__olga__/3080947244/sizes/l/ Steel, Jon. “Truth, Lies and Advertising.” 1998. Slide 17: http://www.flickr.com/photos/kbuesing/817207686/sizes/l/ lide 4: King, Stephen. “A Master Class in Brand Planning.” 2007. Pine, B. Joseph and Gilmore, James. “The Experience Economy.” 1999 lide 5: http://www.flickr.com/photos/janamills/2762818542/sizes/l/ Slide 18: Fallon, Pat and Senn, Fred. “Juicing the Orange.” 2003. Mariampolski, Hy. “Ethnography for Marketers.” 2006. King, Stephen. “A Master Class in Brand Planning.” 2007. McCracken, Grant. “The Long Interview..” 1988. Morgan, Adam. “Eating the Big Fish.” 1999. lide 6: Steel, Jon. “Truth, Lies and Advertising.” 1998. Slide 19: http://www.flickr.com/photos/kronka/2926364299/sizes/l/ Earls, Mark. “Herd: How to Create Mass Behaviour.” 2007. lide 7: Fortini-Campbell, Lisa. “Hitting the Sweet Spot.” 2001. King, Stephen. “A Master Class in Brand Planning.” 2007. Mariampolski, Hy. “Ethnography for Marketers.” 2006. Tapscott, Don and William, Anthony D. “Wikinomics.” 2006. McCracken, Grant. “The Long Interview..” 1988. O’Reilly, Karen. “Ethnographic Methods.” 2005. Photo Credits: Flickr Creative Commons. March 2009. Morgan, David L. “Focus Groups Quantitative Research.” 1988. Earls, Mark. “Herd: How to Create Mass Behaviour.” 2007. Fallon, Pat and Senn, Fred. “Juicing the Orange.” 2003. lide 9: http://www.flickr.com/photos/gnackgnackgnack/3329055230/sizes/l/ Fortini-Campbell, Lisa. “Hitting the Sweet Spot.” 2001. Gerzema, John and Lebar, Ed. “The Brand Bubble.” 2008. lide 10: Kim, Chan W. and Mauborgne, Renee. “Blue Ocean Strategy.” 2005. Grant, John. “After Image: Mind Altering Marketing.” 2001. Kim, Chan W. and Mauborgne, Renee. “Blue Ocean Strategy.” 2005. lide 11: Kim, Chan W. and Mauborgne, Renee. “Blue Ocean Strategy.” 2005. King, Stephen. “A Master Class in Brand Planning.” 2007. Mariampolski, Hy. “Ethnography for Marketers.” 2006. lide 13: Neumeier, Marty. “Zag.” 2007. McCracken, Grant. “The Long Interview..” 1988. Olins, Wally. “Wally Olins on Brand.” 2003. Morgan, Adam. “Eating the Big Fish.” 1999. Morgan, David L. “Focus Groups Quantitative Research.” 1988. lide 14:Gerzema, John and Lebar, Ed. “The Brand Bubble.” 2008. Neumeier, Marty. “Zag.” 2007. Grant, John. “After Image: Mind Altering Marketing.” 2001. Olins, Wally. “Wally Olins on Brand.” 2003. Olins, Wally. “Wally Olins on Brand.” 2003. O’Reilly, Karen. “Ethnographic Methods.” 2005. Pine, B. Joseph and Gilmore, James. “The Experience Economy.” 1999. Pine, B. Joseph and Gilmore, James. “The Experience Economy.” 1999. Steel, Jon. “Truth, Lies and Advertising.” 1998. Tapscott, Don and William, Anthony D. “Wikinomics: How mass

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Marketer's Toolkit

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