KIDS' PROPERTIES AND CROSS MEDIA PLANNING<br />Marketing <br />by<br />E-Partizipation<br />
Agenda<br />2 verypracticalexamples<br />1 lessontheory<br />1 practicalexampleagain<br />&<br />6 conclusions<br />
Conclusions<br />#1 The crowdislearningfromthe web!<br />ergo<br />#2 The creativityisbecomingborderless!<br />
Conclusions<br />#3 Givethecommunity a chancetobepartof it.<br />#4 Letthemtelltheirownstoryswithyourcharacters<br />#5 Fi...
Ecoworldforkidscontent<br />Competitors<br />Public<br />Technology Suppliers<br />Customers relatives<br />Customers mate...
Market approachforkidscontent<br />Tools<br />Content<br />Communication<br />Events<br />Market levels<br />Creators, par...
Integrated Cross Media Strategy<br />Resources<br />Forms<br />Objects<br />Goals<br />Time frame<br />Long term<br />Stan...
Open developmentofkidscontent<br />Recruiting, Akquisition<br />Creation<br />Communitybuilding<br />Characters,<br />Cont...
Value Chain<br />
The #6 and last conclusion<br />10 Million sales<br />in 10 days!<br />
P.S. Changingofbehaviorparadigm<br />
P.S.S. A cupofcoffee - withlove... <br />
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Kids propertiesandplanningv2

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Kids propertiesandplanningv2

  1. 1. KIDS' PROPERTIES AND CROSS MEDIA PLANNING<br />Marketing <br />by<br />E-Partizipation<br />
  2. 2. Agenda<br />2 verypracticalexamples<br />1 lessontheory<br />1 practicalexampleagain<br />&<br />6 conclusions<br />
  3. 3.
  4. 4.
  5. 5.
  6. 6.
  7. 7.
  8. 8. Conclusions<br />#1 The crowdislearningfromthe web!<br />ergo<br />#2 The creativityisbecomingborderless!<br />
  9. 9.
  10. 10.
  11. 11.
  12. 12.
  13. 13.
  14. 14.
  15. 15.
  16. 16.
  17. 17.
  18. 18.
  19. 19.
  20. 20.
  21. 21.
  22. 22.
  23. 23.
  24. 24. Conclusions<br />#3 Givethecommunity a chancetobepartof it.<br />#4 Letthemtelltheirownstoryswithyourcharacters<br />#5 Fix – Guide - Earn<br />
  25. 25. Ecoworldforkidscontent<br />Competitors<br />Public<br />Technology Suppliers<br />Customers relatives<br />Customers mates<br />Customers teachers<br />Distributors<br />Mobile<br />Customers<br />Technology Partners<br />Broadcasters<br />Artists<br />Investors<br />Merchandisers<br />Games<br />Web<br />
  26. 26. Market approachforkidscontent<br />Tools<br />Content<br />Communication<br />Events<br />Market levels<br />Creators, partners<br />Characters, logo, identification<br />A - Messages<br />Intranet, Alerts, Chats, Forums<br />A - Events<br />Distributors<br />Content, logo, slogan<br />A - targetgroupmessages<br />visits, networking<br />letters, E-Mail<br />Broadcasters<br />Content, brand, slogan<br />A - targetgroupmessages<br />Networking, letters, visits<br />Content<br />Public<br />Press release<br />Fax, E-Mail<br />Media <br />conference<br />Webchannels<br />Channel adaptedcontent<br />Postings, Uploads<br />Teachers<br />How-to –use- content<br />A - targetgroupmessages<br />Webpage, Newsletter<br />Summer sessions<br />Webpage<br />Parents, family<br />What-to-present- content<br />A – targetgroupmessages<br />Homepages<br />Skype <br />conferences,<br />Kids<br />Main contentandcharacters<br />Uploads & downloads<br />
  27. 27. Integrated Cross Media Strategy<br />Resources<br />Forms<br />Objects<br />Goals<br />Time frame<br />Long term<br />Standard messages, arguments, pictures<br />Consistencyoriginality,<br />commonground<br />Content integration<br />functional<br />Thematicadjustmentbyconnectinglines<br />instrumental<br />horizontal<br />vertical<br />Formal integration<br />Compliance with formal design principles<br />Presence, conciseness, clarity<br />Standard Signs/Logos, Slogans byfonts, size und colours<br />Mid & longterm<br />Coordinationwithinandbetweenplanningperiods<br />Consistency,<br />continuity<br />Event Planning "timing“<br />Short & midterm<br />Time integration<br />AdaptedbyBruhn&Boenigk 1999<br />
  28. 28. Open developmentofkidscontent<br />Recruiting, Akquisition<br />Creation<br />Communitybuilding<br />Characters,<br />Context,<br />Styles,<br />Brand,<br />etc.<br />Blog,<br />Intranet,<br />Web<br />Uploads<br />Vids<br />Pics<br />Cooperation<br />Partner,<br />CoWorkers<br />(Ruledescriptions)<br />Seedmoney<br />FFF<br />Merchandiser<br />etc.<br />Supplier,<br />Artists,<br />Musicans,<br />Moderators<br />etc.<br />Twitter,<br />Facebook,<br />Youtube<br />Pics<br />Shots<br />Licensing, Co-Branding<br />Recruiting, Akquisition<br />Storytelling<br />Game<br />Earning,<br />Earning,<br />Earning<br />...<br />Startingoveragain- withthe same BRAND<br />Game<br />Idea Script<br />Game<br />App<br />Development<br />Game<br />Distribu-tion<br />YouTube<br />Series<br />< 2‘<br />Broadcast Series<br />> 5‘<br />iPad<br />Comic<br />Merchandising<br />Boardgame,<br />Outdoor,<br />Cuttletoys<br />etc.<br />
  29. 29. Value Chain<br />
  30. 30. The #6 and last conclusion<br />10 Million sales<br />in 10 days!<br />
  31. 31. P.S. Changingofbehaviorparadigm<br />
  32. 32. P.S.S. A cupofcoffee - withlove... <br />
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