Marketer's Toolkit

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A variety of ideas and concepts that can help build brands by exploring research, strategic, and branding ideas

Published in: Business, Technology

Marketer's Toolkit

  1. 1. marketer’s toolkit simon li morphosize 2.april.09
  2. 2. Problem
  3. 3. Research
  4. 4. Research Cycle Background Information
  5. 5. Research Cycle Background Information
  6. 6. Research Cycle Background Idea Information
  7. 7. Research Cycle Background Idea Information
  8. 8. Research Cycle Background Idea Theory Information
  9. 9. Research Cycle Background Idea Theory Information
  10. 10. Research Cycle Background Idea Theory Experiment Information
  11. 11. Research Cycle Background Idea Theory Experiment Information Feedback
  12. 12. Research Cycle Background Idea Theory Experiment Information Feedback Feedback
  13. 13. Research Cycle Background Idea Theory Experiment Information Feedback Feedback Feedback
  14. 14. Qualitative vs Quantitative
  15. 15. “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
  16. 16. Types of Qualitative Research Methods
  17. 17. Types of Qualitative Research Methods Focus Groups
  18. 18. Types of Qualitative Research Methods Focus Groups Long Interview
  19. 19. Types of Qualitative Research Methods Behavioral Focus Groups Ethnography Long Interview
  20. 20. Types of Qualitative Research Methods Behavioral Focus Groups Ethnography Long Interview Projections
  21. 21. Types of Qualitative Research Methods Behavioral Focus Groups Diaries Ethnography Long Interview Projections
  22. 22. Types of Qualitative Research Methods Behavioral Focus Groups Diaries Ethnography Long Interview Projections Surveys
  23. 23. “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
  24. 24. Insight
  25. 25. Strategy Canvas Consumer Utility Price Ease of Ease of Simplicity Community Customer cleaning use of design support engagement
  26. 26. Strategy Canvas Consumer Utility Price Ease of Ease of Simplicity Community Customer cleaning use of design support engagement
  27. 27. Strategy Canvas Consumer Utility Company A Price Ease of Ease of Simplicity Community Customer cleaning use of design support engagement
  28. 28. Strategy Canvas Consumer Utility Company A Price Ease of Ease of Simplicity Community Customer cleaning use of design support engagement
  29. 29. Strategy Canvas Consumer Utility Company B Company A Price Ease of Ease of Simplicity Community Customer cleaning use of design support engagement
  30. 30. Strategy Canvas Consumer Utility Company B Company A Price Ease of Ease of Simplicity Community Customer cleaning use of design support engagement
  31. 31. Strategy Canvas Consumer Utility Company C Company B Company A Price Ease of Ease of Simplicity Community Customer cleaning use of design support engagement
  32. 32. Four Actions Framework reduce raise create eliminate
  33. 33. 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
  34. 34. Different/Good Chart not different different good 2 1 not good 3 4
  35. 35. Branding Touchpoints Brand
  36. 36. Branding Touchpoints Product/ Service Brand
  37. 37. Branding Touchpoints Product/ Re eri Ex Service ta enc p ile e r Brand
  38. 38. Branding Touchpoints Product/ Re eri Ex Service ta enc p ile e r Webpage Brand
  39. 39. Branding Touchpoints Product/ Re eri Ex Service ta enc p ile e r Webpage Brand Events
  40. 40. Branding Touchpoints Product/ Re eri Ex Service ta enc p ile e r Webpage Brand Events Co- Promotions
  41. 41. Branding Touchpoints Product/ Re eri Ex Service ta enc p ile e r Webpage Brand Events Retailer Tie-ins Co- Promotions
  42. 42. Branding Touchpoints Product/ Re eri Ex Service ta enc p ile e r Webpage Brand Advertising Campaigns Events Retailer Tie-ins Co- Promotions
  43. 43. 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
  44. 44. People more educated and informed
  45. 45. People trust each other
  46. 46. Mass Customization
  47. 47. Advertising Campaign Questions
  48. 48. Advertising Campaign Questions What is the role?
  49. 49. Advertising Campaign Questions What is the role? What is the target group?
  50. 50. Advertising Campaign Questions What is the role? What is their desired responses? What is the target group?
  51. 51. 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?
  52. 52. 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?
  53. 53. 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?
  54. 54. 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?
  55. 55. Crowdsourcing
  56. 56. 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
  57. 57. want more? stay tuned.

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