Mastering Marketing: Transforming Concepts to Images

BETTER
VISUAL
MODELS

(Transforming Marketing Concepts
to Memorable Images)

VCoach Bong De Ungria
May 2, 2012

www. coachbong.blogspot.com

Outline:
Tips to Improve Visual Models
1. Narrate with headlines
2. Label images with text
3. Build story slide by slide
4. Summarize key images
5. Don’t Clutter
6. Choose simplest, universal
7. Customize the website!


Headlines (top red line)
narrate the story, not just the
title
Improvement #1


Next 5 slides are Mara Nilo’s
original slides where the
headlines are mere titles…
Needs Improvement 1


12. 3 V’s Approach to Marketing

VVV

13. 3 V’s: Value Segment

VVV

14. 3 V’s: Value Proposition

VVV

15. 3 V’s: Value Network

VVV

16. Value Chain

VVV

Next 5 slides are improved
versions of the headline…
(also added text subtitle to image)

Application of Improvement 1


13. 1st V: Value Segment:
Who do you Offer?

VVV
1.Segment


14. 2nd V: Value Proposition:
What do you Offer?

VVV
1.Segment 2. Proposition


15. 3rd V: Value Network:
How do you Deliver the Promise?

VVV
1.Segment 2. Proposition
3.Network


16. Value Chain is As Strong
as the Weakest Link

2. Proposition
1.Segment
VALUE CHAIN 3.Network

IMPORTANT: Compare this with the original slide:
Notice the chain’s position does not overshadow other images


Label your images with text
(Allow the stand-alone slide
to tell the story)
Improvement #2


Build the Story with Each
Slide (Don’t put everything all
at once)
Improvement #3


Next 4 slides are
the original submission of
Kathleen Lizette Crisostomo
Very Creative
But Cant Understand
Just by Viewing Slides


Next 4 slides are the
improved slides

Very Creative Visual
With Narrative Text


Here is John, 12 yrs old, a
customer…

Customer


Like most customers,
John weighs benefit vs. cost

Benefit

Customer

Cost


John decides benefits balance
cost, he decides to buy a dog…

Purchase
Decision

Benefit

Customer

Cost


Loyalty
Customer
Satisfaction
Satisfaction
after the
Purchase
Decision
purchase=

Customer
Loyalty
Benefit

Customer

Cost


Have an integrating or
summary slide that links most
concepts together & is
“drawable” on the board
Improvement #4


This summarizes, but hard to
draw, difficult to remember
Can improve this: Choose related images to tell a
story

by Donna Sia
www.coachbong.blogspot.com

Simpler summary but lacks text
labels & not enough concepts

By Kristoffer Jongco


Outline:
Tips to Improve Visual Models
5. Avoid Clutter


Don’t clutter the summary
slide with too many images
(1 image can represent several concepts)

Improvement #5


Too cluttered with non-drawable
images & less important concepts


Improved version: focused on key
concepts & images


Choose the more universal,
simpler image, then label it

Improvement #6


Simple image + text is better !

Choose this over this…

Winning vs competition


One more thing-
Go the extra mile… customize
Change www.yourwebsite.com to

1. Your individual or group’s url (or)
2. Hypermarketing2.com (or)
3. Coachbong.blogspot.com


Outline:
7 Tips to Mastering Marketing
using Visual Models
5. Don’t Clutter with trivia


Mastering Marketing: Transforming Concepts to Images

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Editor's Notes