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.

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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

    1. 1. HOW DO YOUR MAKEYOUR BRANDTRAVELLEMON SCENTED TEAGIJSBREGT VIJNSANOMA MEDIA PARADE 2013
    2. 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. 3. TODAY:HOW DOYOU MAKEYOURBRANDTRAVEL?
    4. 4. E = TE = EFFORT (TIME + MONEY)T = BUZZ + SALES10WHAT IS TRAVEL?
    5. 5. THE MAIN INGRIEDIENTS FORMAKING A BUSINESS TRAVEL
    6. 6. BRAND
    7. 7. TWO SUCCESFULL ENTREPRENEURSABOUT TRAVEL SUCCESS
    8. 8. “WE HAVE NOCUSTOMERSONLYAMBASSADORS”
    9. 9. “WE DON‟T SELLPRODUCTS WESELL STORIES”
    10. 10. “FIND ANINSPIRINGSTORY ANDDELIVER ONIT”
    11. 11. “INNOVATECONTINUOUSLYAND SHARE ITWITH THERIGHT PEOPLE”
    12. 12. SEPERATE BOXES ADDING UP TO AN EXPERIENCEIdentity / design CustomerexperienceProduct Communicationstory =
    13. 13. CUP-A-SOUP MARKETING FUNNEL
    14. 14. DIGITALIZATION Consumer who wants to join in Transparency (reviews etc.) Broadcast power consumer
    15. 15. MERGING PRODUCT & STORY / CONNECT DIGITALProduct ServiceThecommunicationstoryCustomerexperienceIdentityDigitalisering
    16. 16. ENTERING THE „CLOSED CIRCUITS‟ OF PEOPLE
    17. 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. 18. BUZZ
    19. 19. Content that travels
    20. 20. The how of the brandEmotionalselling pointThe whyof the brandinspirationalvaluesThe what of the brandUnique selling pointISPESP (I like you)USP(I need you)
    21. 21. Emotionalselling pointInspirationalselling pointUnique selling point(functional)ISP (I join you)ESP (I like you)USP(I need you)
    22. 22. ISP WORKS!!!Rational.Facts.Features.Feelings.Emotions.Loyalty.Trust.Decisionmaking.
    23. 23. THERE IS POETRY ABOUTALMOST EVERYTHING…WHY NOT ABOUT BRANDS
    24. 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. 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. 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. 27. METHOD PEOPLE AGAINST DIRTtryouroh-so-smartlaundrydetergents + softenersforloads ofbeautifully clean laundry.thenthrowyour clean, sweet-smelling hands in the airlikeyoujustdon’t care. oh yeah ›
    28. 28. LOOK FORTHE ONESTHAT WANTTO LISTEN& FOCUS ONTHE FIRSTFOLLOWERA B
    29. 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. 30. DEVELOP A CONTENT CAROUSSEL?Target 1Target 2Target 4Target 3StoryContentchannelContentchannelContentchannelContentchannelSubDATASubSubSub
    31. 31.  DEVELOP AN ISP ANDACTIVATE AROUND IT FIND INFLUENCERS/ FIRSTFOLLOWERS & SPECIFYYOUR CONTENT BUILD CONTENT CARROUSEL ACCELERATE WITH PAIDTAKE OUT
    32. 32. BUSINESS
    33. 33. MAKE ITGOOGLEPROOFLinks, links & linksconversation
    34. 34. MEDIAATTRIBUTIONTECH THAT UNDERSTANDS ANDPREDICTS THE EFFECTIVITY OF THEMEDIAMIX. DOWN TO THE MEDIUMTHE TIMING AND THE POSITIONING.
    35. 35. “RELEASE EARLYRELEASEOFTEN”MarkZuckerbergFacebook
    36. 36.  MAKE YOUR CONTENTGOOGLE PROOF USE NEW TECHNOLOGY TOFIND THE BEST MIX EXPERIMENT & LEARNTAKE OUT
    37. 37. Most important…
    38. 38. THIS WEEKENDS IMPACT
    39. 39. THIS WEEKENDS IMPACT
    40. 40. SUMMARY: HOW DO YOU MAKE A BRANDTRAVEL
    41. 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. 42. THANK YOU
    43. 43. EMBRACE OWNED AND EARNED ACCELERATE WITHPAIDBig push Meerdere relevanteverhaallijnen(blogs + pr)

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