How do you make your brand travel
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How do you make your brand travel

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Enhance the impact of your marketing spend by developing an inspirational selling point and integrate PR, advertising & digital and focus on the influencers and first followers.

Enhance the impact of your marketing spend by developing an inspirational selling point and integrate PR, advertising & digital and focus on the influencers and first followers.

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  • Unique products + storiesExcellent serviceNo customers/ only ambassadorsGreat designUber servicePr days
  • Unique products + storiesExcellent serviceNo customers/ only ambassadorsGreat designUber servicePr days
  • Story positive designDesign & tone of voiceQuality productQuality serviceSub premium pricePositive workspiritContent + pr + ambassadors approachBelief in yourself
  • Story positive designDesign & tone of voiceQuality productQuality serviceSub premium pricePositive workspiritContent + pr + ambassadors approachBelief in yourself

How do you make your brand travel Presentation Transcript

  • 1. HOW DO YOUR MAKEYOUR BRANDTRAVELLEMON SCENTED TEAGIJSBREGT VIJNSANOMA MEDIA PARADE 2013
  • 2. I AM….• GIJSBREGT VIJN• MY PERSONAL JOURNEY• MD LEMON SCENTED TEA• VRIJ/ XIAO• LEMON SCENTED TEA: CREATIVEAGENCY IN AMSTERDAMSPECIALISED IN MAKING BRANDSTRAVEL THROUGH ANY MEDIUMPOSSIBLE.
  • 3. TODAY:HOW DOYOU MAKEYOURBRANDTRAVEL?
  • 4. E = TE = EFFORT (TIME + MONEY)T = BUZZ + SALES10WHAT IS TRAVEL?
  • 5. THE MAIN INGRIEDIENTS FORMAKING A BUSINESS TRAVEL
  • 6. BRAND
  • 7. TWO SUCCESFULL ENTREPRENEURSABOUT TRAVEL SUCCESS
  • 8. “WE HAVE NOCUSTOMERSONLYAMBASSADORS”
  • 9. “WE DON‟T SELLPRODUCTS WESELL STORIES”
  • 10. “FIND ANINSPIRINGSTORY ANDDELIVER ONIT”
  • 11. “INNOVATECONTINUOUSLYAND SHARE ITWITH THERIGHT PEOPLE”
  • 12. SEPERATE BOXES ADDING UP TO AN EXPERIENCEIdentity / design CustomerexperienceProduct Communicationstory =
  • 13. CUP-A-SOUP MARKETING FUNNEL
  • 14. DIGITALIZATION Consumer who wants to join in Transparency (reviews etc.) Broadcast power consumer
  • 15. MERGING PRODUCT & STORY / CONNECT DIGITALProduct ServiceThecommunicationstoryCustomerexperienceIdentityDigitalisering
  • 16. ENTERING THE „CLOSED CIRCUITS‟ OF PEOPLE
  • 17.  DEVELOP AN INSPIRINGSTORY & DELIVER ON IT KEEP THEM (DIGITALLY)CLOSE, NO CUSTOMERSONLY AMBASSADORS ONGOING INNOVATION THATLEADS TO GREAT CONTENTLEADING TO SMART PRTAKE OUT
  • 18. BUZZ
  • 19. Content that travels
  • 20. The how of the brandEmotionalselling pointThe whyof the brandinspirationalvaluesThe what of the brandUnique selling pointISPESP (I like you)USP(I need you)
  • 21. Emotionalselling pointInspirationalselling pointUnique selling point(functional)ISP (I join you)ESP (I like you)USP(I need you)
  • 22. ISP WORKS!!!Rational.Facts.Features.Feelings.Emotions.Loyalty.Trust.Decisionmaking.
  • 23. THERE IS POETRY ABOUTALMOST EVERYTHING…WHY NOT ABOUT BRANDS
  • 24. Emotionalselling pointInspirationalselling pointUnique selling point(functional)Story frameworkof the brandactivation platformforpeopletoparticipate in. ISP (I join you)ESP (I like you)USP(I need you)
  • 25. Emotionalselling pointInspirationalselling pointUnique selling point(functional)Story frameworkof the brandActivationplatformforpeople to participatein. ISP (I join you)ESP (I like you)USP(I need you)
  • 26. Emotionalselling pointInspirationalselling pointUnique selling point(functional)Story frameworkof the brandStory platformforpeople toparticipate in.The ISPmakespeoplebelieve in you. That isthe onlyrealfoundation forengagement andloyalty.Trust &Relevance
  • 27. METHOD PEOPLE AGAINST DIRTtryouroh-so-smartlaundrydetergents + softenersforloads ofbeautifully clean laundry.thenthrowyour clean, sweet-smelling hands in the airlikeyoujustdon’t care. oh yeah ›
  • 28. LOOK FORTHE ONESTHAT WANTTO LISTEN& FOCUS ONTHE FIRSTFOLLOWERA B
  • 29. ONE STORY: MULTIFEEL BRANDING®Sub-storieCampaign idea Campaign storyThe mid segment of the marketSub-storieOne story different ways to tell it.Better content = More relevance = more impact =more involvement= more virality = stronger brandSub-storieSub-storieSub-storieTarget4Target3Target2Target1VS
  • 30. DEVELOP A CONTENT CAROUSSEL?Target 1Target 2Target 4Target 3StoryContentchannelContentchannelContentchannelContentchannelSubDATASubSubSub
  • 31.  DEVELOP AN ISP ANDACTIVATE AROUND IT FIND INFLUENCERS/ FIRSTFOLLOWERS & SPECIFYYOUR CONTENT BUILD CONTENT CARROUSEL ACCELERATE WITH PAIDTAKE OUT
  • 32. BUSINESS
  • 33. MAKE ITGOOGLEPROOFLinks, links & linksconversation
  • 34. MEDIAATTRIBUTIONTECH THAT UNDERSTANDS ANDPREDICTS THE EFFECTIVITY OF THEMEDIAMIX. DOWN TO THE MEDIUMTHE TIMING AND THE POSITIONING.
  • 35. “RELEASE EARLYRELEASEOFTEN”MarkZuckerbergFacebook
  • 36.  MAKE YOUR CONTENTGOOGLE PROOF USE NEW TECHNOLOGY TOFIND THE BEST MIX EXPERIMENT & LEARNTAKE OUT
  • 37. Most important…
  • 38. THIS WEEKENDS IMPACT
  • 39. THIS WEEKENDS IMPACT
  • 40. SUMMARY: HOW DO YOU MAKE A BRANDTRAVEL
  • 41. HOW DO YOU MAKEYOURBRAND TRAVELBUSISNESS CARD = PRESENTATION DECK SANOMA MEDIAPARADE DEAL!1 HOUR OF FREE TRAVEL TALK + ADVICEgijsbregt@lemonscentedtea.comhttp://nl.Linkedin.com/in/gijsbregtvijnhttp://twitter.com/gijsbregtvijnhttp://www.slideshare.net/gijsbregtvijn
  • 42. THANK YOU
  • 43. EMBRACE OWNED AND EARNED ACCELERATE WITHPAIDBig push Meerdere relevanteverhaallijnen(blogs + pr)