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*happyhappyjoyjoy is a blog, a vision and a 2day workshop. find here a short explanation of the *happyhappyjoyjoy marketing framework and the workshop that comes along with it to fill out the boxes.

*happyhappyjoyjoy is a blog, a vision and a 2day workshop. find here a short explanation of the *happyhappyjoyjoy marketing framework and the workshop that comes along with it to fill out the boxes.

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    the workshop* the workshop* Presentation Transcript

    • © 2014 by Kai Platschke* !© 2014 by Kai Platschke* !© 2014 by Kai Platschke* ! THE WORKSHOP*!
    • © 2014 by Kai Platschke* !© 2014 by Kai Platschke* ! “It´s a blog, a vision of a new eye-to-eye approach to marketing and a ! 2-day workshop concept!” What is *happyhappyjoyjoy?!
    • © 2014 by Kai Platschke* ! WHY THIS*! After 9 years in traditional and 8 years in digital advertising agencies I am convinced that the core question in marketing is not the media channel, but the strategic basis. That´s also the reason, why digital (incl. social) is done wrong so often today. There is no such thing as a digital strategy, if the brand strategy is not set up appropriately. ! ! Everyone has understood (or have they?) that these times are not about messaging anymore but about engagement. But why on earth should anyone engage with a brand if there is nothing it has to offer but the product?! ! In order to answer this core question, I developed the following framework and a 2 day workshop that comes along with it to fill out the boxes!
    • © 2014 by Kai Platschke* ! BRAND ESSENCE ! BRAND BELIEF ! PLAYGROUND ! BRAND ROLE ! BEHAVIOUR! PROJECT ! ACTIVATION IDEAS! TARGET GROUP!
    • © 2014 by Kai Platschke* ! BRAND ESSENCE ! BRAND BELIEF ! PLAYGROUND ! BRAND ROLE ! BEHAVIOUR! PROJECT ! ACTIVATION IDEAS! There are brands that know exactly who they are, because it hasn´t really changed over the last 100 years. But then there are products that have never really been more than just a product and suddenly need to be something more. In this case we will try to find this essence right here.! ! This is also the point, where international comes in: Often local brands need to adhere to global strategic platforms. Then this will be reflected here and everything else will be build upon.! ! This makes the framework very flexible – putting the focus either on the strategic brand part or on the executional implications – or on both.! TARGET GROUP!
    • © 2014 by Kai Platschke* ! BRAND ESSENCE ! BRAND BELIEF ! PLAYGROUND ! BRAND ROLE ! BEHAVIOUR! PROJECT ! ACTIVATION IDEAS! The best brands have been founded on a true purpose. There was a strong need that they wanted to deliver against or they fell in love with a certain target group that they are 100% committed to ever since.! ! Why do you exist? What do want on this planet? And also: Why do you work for this company personally? What do you really want to achieve with this brand?! TARGET GROUP!
    • © 2014 by Kai Platschke* ! BRAND ESSENCE ! BRAND BELIEF ! PLAYGROUND ! BRAND ROLE ! BEHAVIOUR! PROJECT ! ACTIVATION IDEAS! I have seen so many different extensive target group definitions that say nothing really. Let´s try to go further and truly understand exactly who this person is and where in life he or she is currently – what are their needs, their wishes, their friends, their dreams, etc.! ! Once I worked for an outdoor brand that wanted to target the people that are right now trying to climb mountains higher than 2000m– well, that´s the kind of exact description that every brand should be looking for. What is your 2000m line and how can it be beaten?! TARGET GROUP!
    • © 2014 by Kai Platschke* ! BRAND ESSENCE ! BRAND BELIEF ! PLAYGROUND ! BRAND ROLE ! BEHAVIOUR! PROJECT ! ACTIVATION IDEAS! The first step of having a purpose on this planet as a brand and to make people listen to what you have to say and have them have a conversation with you, is to know, what you wanna talk about. Always saying that your product is superior to others and that right now you can get 10% off if you buy two, will not be enough to fill a Facebook page, a Twitter profile, a Pinterest wall and what have you. I mean, it wouldn´t fill a conversation between friends neither, would it?! ! So, is there a field of interest that comes directly out of your essence/ belief/ product idea? Could it be based on interests of your customers (music, film, theatre, sports, etc.)? What is it? Or what could it be? What´s the options?! ! TARGET GROUP!
    • © 2014 by Kai Platschke* ! BRAND ESSENCE ! BRAND BELIEF ! PLAYGROUND ! BRAND ROLE ! BEHAVIOUR! PROJECT ! ACTIVATION IDEAS! And then – if the playground was, let´s say: sports. What kind of sport? Professional or amateur? Results or emotions? ! ! What is your stake within this playground?! What is your role in the lives of your people (formally known as “target group”)?! What are you on earth for?! What will make them turn to you?! What do the people need?! What could you give to them?! When do you want to be there for them?! TARGET GROUP!
    • © 2014 by Kai Platschke* ! BRAND ESSENCE ! BRAND BELIEF ! PLAYGROUND ! BRAND ROLE ! BEHAVIOUR! PROJECT ! ACTIVATION IDEAS! Ok, we are here because you are serious when you say that you have understood that the “age of messages” is finally over and that brands need to “do” things.! ! Well, this is the moment when the “butter comes by the fishes” (as the Germany would say …).! ! Let´s define a couple of words that describe the BEHAVIOUR that your brands wants to show from today on. These words need to be VERBS. Verbs are the kind of words that describe actions. ! ! And you need actions!! ! This is done BEFORE we decide which media we will use. Media will follow the objective, not the behaviour ! the media!! ! TARGET GROUP!
    • © 2014 by Kai Platschke* ! BRAND ESSENCE ! BRAND BELIEF ! PLAYGROUND ! BRAND ROLE ! BEHAVIOUR! PROJECT ! ACTIVATION IDEAS! In the workshop we will be preparing the basis for your next marketing coup. This a project, right? We should look at communication pieces more often the way we see “projects” ö also from the perspective of consumers.! ! What is your next project, you would like to involve other people in?! ! The strategy now defines what a good project would be. The points we defined before give us the guidelines when developing a nice new project.! ! That´s a big fun part in the workshop because pieces start coming together, we might go back and review some other things so that they would make more sense, we would have a list of criteria ready to evaluate each idea and we would not stop before we are all happy with what we have found!! ! TARGET GROUP!
    • © 2014 by Kai Platschke* ! BRAND ESSENCE ! BRAND BELIEF ! PLAYGROUND ! BRAND ROLE ! BEHAVIOUR! PROJECT ! ACTIVATION IDEAS! You might want to do that with your ad agencies after the workshop, but usually everyone involved would start to think about concrete ideas already and we would not want to lose that momentum!! ! We have the behavioural pillars, we have a role in the lives of the consumer, a playground and a project. ! ! The activation ideas now bring the project to life – in whatever media channel is most appropriate. ! ! TARGET GROUP!
    • © 2014 by Kai Platschke* ! TWO DAYS*! All this can be done in a 2 day workshop, plus a good preparation beforehand and recap afterwards. Participants should be the marketing people of the brand (2-3), external consultants/ agencies that know the brand well (e.g. event, social or pr, 1-2) and us* (1-2) - a total of approximately 6.! ! ! DAY01 ! ! ! ! ! ! ! ! !DAY02! Introductions, objectives, common ground " "Framework ! Brand, target group, playground and role " "Projects, actions and channels! Testing the above " " " " " " "Decisions and next steps! ! !
    • © 2014 by Kai Platschke* ! IT WORKED ! FOR THEM, ! TOO!!
    • © 2014 by Kai Platschke* ! WHAT I DO*! There is a workshop that I have developed to build the bridge between high level brand strategy and hands-on activities that help to build relevance. In there we also define playground and role together.! ! Supporting brands in creating a more relevant marketing strategy, with focus on consumer, retail, digital integrated, agency briefings, international strategy and communication – that´s my background.! ! I have created a network of Berlin based and international creative, producers, artists, photographers, writers and developers. With them I can help you realize the ideas that we develop during strategic projects.! ! Technological developments are fast and fascinating. With partners I seek and pursue my own visions in fields like retail, cinema, augmented reality, mobile phones or Facebook commerce.! ! ! ! WORKSHOP! CONSULTING! AGENCY! PROJECTS!
    • © 2014 by Kai Platschke* !© 2014 by Kai Platschke* ! THAT´S IT IT.! WHAT DO YOU THINK THINK?! © 2014 by Kai Platschke* ! kai platschke! www.platschke.de! kai@platschke.de ! @derkaip!