how a brand can be a city's next big secret...

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it is all about how you can run in city, or something smaller or bigger in order to discover a brand, a product, an idea or just to find out something first and win a trophy... and get closer to what …

it is all about how you can run in city, or something smaller or bigger in order to discover a brand, a product, an idea or just to find out something first and win a trophy... and get closer to what the brand is

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  • 1. Running  in  a  citydiscovering  secrets by  George  P.  Achillias strategist
  • 2. ...  facts • a  brand  wants  to  become  known • people  love  to  hear  a  secret • people  love  to  feel  exclusive
  • 3. ...  more  facts • mobile  starts  conquering  the  world • web  starts  to  look  kind  commodity • people  have  and  use  smart  phones
  • 4. ...  even  more  facts • people  love  to  discover • they  adore  being  among  the  first  to  find   out  something • people  love  to  share  but  also  love  to  talk
  • 5. ...  last  but  not  least  facts • smart  phones  start  to  rapidly  replace   dump  phones • everything  has  to  do  with  Social,  Mobile,   Location • things  start  to  change  on  the  fly
  • 6. A  brand  or  a  city  can  be  at  the  amazing  point  for  starting  something  spectacular  where  people  receive  secrets,  create  their  own,  share  experiences  and  feel  privileged  to  “participate”  in  something  which  includes  brands  places  and  products,  in  order  to  get  something  even  more  fancy,  worth  having
  • 7. productspeople brands places
  • 8. ...  goals • to  increase  email  receivers  data  base • create  an  ecosystem  where  receivers  will   have  an  active  role • broaden  and  expand  revenues  stream
  • 9. ...  the  concepteach  place  has  hidden  corners each  corner  has  a  producteach  product  has  a  story  to  share each  story  has  chapterseach  chapter  has  characters
  • 10. ...  the  conceptemail  receivers  =  consumers  become  the  characters  of  chapters  of  a  story  full  of  products  “walking”  from  corner  to  corner  in  order  to  discover  the  place
  • 11. ...  the  conceptwhere  “place”  can  be  a  city,  an  airport,  a  theme  park,  a  mall,  a  discount  village,  a  museum,  a  resort,  a  destination ...  or  simply  an  event   with  very  many  people   having  access  to   something  which  can   spice  up  their   participation  in  that   event
  • 12. ...  till  nowsubscriber  learn  a  secret...  they  love  receiving  the  good  carma,  interesting  exclusive  secret  in  their  mailbox but,  how  many  out  of   them  feel  the  urge   to  follow  the  secret?
  • 13. ...  from  now  onpeople  can  choose  just  to  be  member  of  a  secret  receivers’  family or be  an  active   participant,  a  runner   in  a  huge  hidden   treasure  race
  • 14. ...  howa  secret  arrives visit  the  place you  check  in  a  secret  is  revealed (  scan  a  QR  code)a  product  purchase   step  closer  reveals  the  next   to  the  trophysecret
  • 15. the  more  products  you  buy,   the  more  places  you  visitthe  closer  to  the  trophy  you   are
  • 16. ...  the  trophy  may  bea  free  meal  in  an  airport more  rounds  in  a  theme  parksomething  cool  which  can  occur  during  an  event a  beauty  or  spa  treatment  a  class  upgrade   during  lay  over  hoursfor  a  flight
  • 17. ...  the  trophy  may  bea  hidden  discount   or  simply  in  a  mall an  upgrade,  a  service,   at  the  end  of  the  day,  an  exclusive   something  people  exhibition   who  are  not  members  in  a  museum can’t  have
  • 18. ...  the  trophy  can  besomething  awesome,  something  worth    having  it,  worth  experiencing... which  you  win     only  if  you  find  out,   discover,   or  follow  every  step   of  the  given  path
  • 19. ...  what  we  achieve • people  become  active  and  interactive • they  want  to  participate  in  something   which  is  not  static • we  take  advantage  of  places  where  a  big   amount  of  people  gathers  (  i.e.  events,   theme  parks,  airports  etc)
  • 20. ...  more  achievements• product  placement  in  secret  paths• sponsored  paths• branded  paths• more  revenues
  • 21. ...  whom  is  needed• a  visionary,    opportunist  sales  person• a  complimentary  copywriter• a  demanding  project  manager• a  software  developer
  • 22. ...  what  is  needed • an  app  for  iOS  and  android • a  places  network  to  set  up • detailed  market  mapping
  • 23. ...  the  app • will  take  advantage  of  foursquare  API • QR  technology • email  or  Facebook  sign  up • easy  to  use,  easier  to  interact  with  it
  • 24. ...  the  prospects • become  the  connector  between  product   campaigns  and  street  marketing • non  stop    brand’s  development • to  most  successfully  combine  the  Social,   Mobile,  Location  advantage
  • 25. ...  business  wise• phase  one  :  an  easy  crowded  place,  an   event  plus  a  fancy  city• phase  two  :  more  cities,  WALMART,   IKEA  etc• phase  three  :  the  world
  • 26. may  all  odds  be  ever  over  you George  P.  Achillias
  • 27. thank youall photos are from flickr and tumblrfor more get in contact withGeorge P. Achillias+30 6943 21 8953@thibetianabout.me/gachilliasfacebook.com/thibetiangeorges.achillias@gmail.comthibetian.posterous.com