12 Powerful List & Acronyms for Marketing & Advertising

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I consider this my "strategy cheat sheet." This is a compilation of 12 list/acronyms that have been useful as “thinking frames." It has helped me to clarify, to provide focus and in general, to ensure thoroughness of thinking when developing communications strategies - be it for general communications or specific to areas such as content and digital marketing.

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12 Powerful List & Acronyms for Marketing & Advertising

  1. 1. By Alex Goh, Associate Strategic Planning Director, M&C Saatchi, Kuala Lumpur. 12 Powerful List & Acronyms For Marketing & Advertising
  2. 2. What are these for? • These 12 list/acronyms are incredibly useful as “thinking frames” • Use these to clarify, to provide focus and in general, to ensure comprehensiveness of thinking. • This document is not meant to “teach” (you will notice the lack of details in the subsequent slides) – consider this as a strategic “road sign”, made with the intention of pointing you in the direction that may be useful to you. • Every slide is accompanied by a “✚✚” icon – that points you to a link or a search field – from which you can get more information.
  3. 3. [Credit and for more details, search for: “8 types of fun”] ✚✚ Image credit: https://www.flickr.com/photos/nes--still-the-best/ #1: TYPES OF FUN • Sensation (sense-pleasure) • Fantasy (make believe) • Narrative (drama) • Challenge (obstacle course) • Fellowship (social framework) • Discovery (uncharted territory) • Expression (self-discovery) • Submission (mindless fun) ✚✚
  4. 4. #2: SOCIAL MEDIA PHASES 1. Connect 2. Engage 3. Influence 4. Integrate [Credit and for more details, go to: http://bit.ly/PJD3Af] Image credit: https://www.flickr.com/photos/kowitz/ ✚✚
  5. 5. #3: WHY PEOPLE SPREAD IDEAS? • Laughter • Inspiration • Cuteness • Originality • Shock • Surprise (Discovery) • Nostalgia [Credit and for more details, search for: “Why People Spread Ideas”] Image credit: https://www.flickr.com/photos/niklaswikstrom/ ✚✚
  6. 6. a. Once upon a time, there was… b. Every day… c. One day… d. Because of that… e. Because of that… f. Until finally… [Credit and for more details, search for: “Pixar 22 rules of storytelling”] Image credit: https://www.flickr.com/photos/longtailworld/ #4: STORYTELLING: STRUCTURE ✚✚
  7. 7. • Overcoming the monster: David vs. Goliath • Rebirth: Story of renewal • Quest: On a mission • Journey & Return: Transformation through travel/experience • Rags to riches: Rise to prominence • Tragedy: Dark side of humans, shock tactics • Comedy: Makes people laugh [Credit and for more details, go to: http://bit.ly/1c3HQ7y] #5: STORYTELLING: STORY TYPES ✚✚
  8. 8. Defining your target audience – get on the same P.A.G.E: • Personas • Affinity • Goals • Environment [Credit and for more details, go to: http://bit.ly/1kF7KQD] Image credit: https://www.flickr.com/photos/historian77/ ✚✚ #6: COMMUNICATIONS CONTEXT: TARGET AUDIENCE
  9. 9. What people want: • Status • Access • Power • Stuff [Credit and for more details, search for: “SAPS Gabe Zichermann” Image credit: https://www.flickr.com/photos/laughing_girl/ #7: DESIGNING REWARD SYSTEMS ✚✚
  10. 10. (A) TYPE • Do new behaviour • Do familiar behavior • Increase behavior intensity • Decrease behavior intensity • Stop existing behaviour (B) DURATION • One time • For a period of time • From now on [Credit and for more details, search for: “BJ Fogg Behavior Grid”] Image credit: https://www.flickr.com/photos/nathangibbs/ ✚✚ X #8: BEHAVIOUR CHANGE OBJECTIVES
  11. 11. The “trinity” of ingredients for behaviour change to happen: Motivation + Ability + Trigger [Credit and for more details, go to: http://www.behaviormodel.org] Image credit: https://www.flickr.com/photos/uheartme/ ✚✚ #9: BEHAVIOR CHANGE FUNDAMENTALS
  12. 12. Image credit: https://www.flickr.com/photos/eric-mcconnaughay/ [Credit and for more details, go to: http://www.behaviormodel.org/triggers.html]✚✚ When someone is already motivated and well-able to do the action you seek, sometimes, all that’s needed is a well-timed/placed trigger: #10: ON TRIGGERING ACTION • Facilitate: Make it easier • Spark: Inspire behaviour change • Signal: Identify appropriate time to perform behaviour
  13. 13. • Time • Money • Physical effort • Mental effort • Social deviance (out-of-the-norm) • Non-routine (disrupts existing routine) [Credit and for more details, go to: http://www.behaviormodel.org/ability.html] #11: FACTORS AFFECTING ABILITY ✚✚ If you wish to get someone to act, are you making the action you seek, easy to do?
  14. 14. Habits are formed through a cycle of actions – from (A) to (D), and back to (A): A. Trigger B. Action C. Variable Reward D. Commitment [Credit and for more details, go to: http://bit.ly/1hk1tIJ] Image credit: https://www.flickr.com/photos/nik_werner/ #12: FORMING HABITS ✚✚
  15. 15. Now, go be the best version of you. By Alex Goh, Associate Strategic Planning Director, M&C Saatchi, Kuala Lumpur. alex.goh@mcsaatchi.com.my 12 Powerful List & Acronyms For Marketing & Advertising

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