Passion in corp campaigns
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Passion in corp campaigns

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How to excite and get people interested

How to excite and get people interested

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Passion in corp campaigns Passion in corp campaigns Presentation Transcript

  • 5 TH MARKETING FORUM, NICOSIA, CYPRUS, DECEMBER 2008 Leda Karabela, IT Pro Marketing Lead MICROSOFT MIDDLE EAST & AFRICA HQ Email: ledak@microsoft.com
  • PITCHING WITH OOMPH: BE DIFFERENT, BE YOU! Buzz marketing - it’s just something more than a term. Passion - all relationships need it. What can marketers do to create the buzz, attraction, allure and emotional and mental space to get people to act on their sentiments?
  • PASSION!!!!
    • http://www.youtube.com/watch?v=esrNyIg_SMI
  • EMOTIONAL CONTAGION, HATFIELD, CACIOPPO, & RAPSON, 1994
    • Expressed emotions and how they can influence
    Emotional contagion : the tendency to express and feel emotions that are similar to and influenced by those of others. One view of the underlying mechanism is that it represents a tendency to automatically mimic and synchronize facial expressions, vocalizations, postures, and movements with those of another person and, consequently, to converge emotionally.
  • THE CASE OF HUSH PUPPIES: SOHO & EAST VILLAGE KIDS
  • THE BASSET HOUND
  • 1994-1995: THE TIPPING POINT FOR HUSH PUPPIES
  • THE NIKE + CASE
    • 800,000 runners signed up to run a 10K race in 25 cities globally (Chicago - S. Paolo)
  • NIKE+ IPOD
    • Nike + 25 city 10K run
    • iPod making the connection
    • As of August 2008 Nike+ iPod Gym users can record their workouts on Gym equipment including Life Fitness Treadmills, Cross-Trainers and Upright and Recumbent bikes. Users don't need a Sports Kit for this, they simply plug their iPod Nano into the iPod connector on the cardio equipment in their gym. Nike+ lets a user track this data as cardio miles on the web site.
    • As of Sept. 2008, Apple has integrated the 2nd generation iPod Touch with built-in Nike+ capabilities, eliminating the need for an external receiver to be connected .
  • SOCCER & FANS A CASE FOR THE FUTURE
    • FIFA 2010
  • HOW TO CONNECT & EXCITE THE FANS
    • Opportunities for novel engagement
  • LINKAGES
    • Mobile downloads
  • LINKAGES
    • GPS functionality
  • PC & MOBILE
    • Don’t miss a thing. Stay connected!
  • SO, IS THE CORPORATE WORLD CHANGING?
  • ENTERPRISE FOR THE FUTURE
    • The IBM Global CEO study: Defining the traits for success
  • IBM.COM/ENTERPRISEOFTHEFUTURE
    • Integration
    • “ In the future, we will be talking more and more about the ‘ prosumer’ — a
    • consumer/producer who is even more extensively integrated into the value
    • chain.
    • As a consequence, production processes will be customized more precisely and individually.”
    • Hartmut Jenner, CEO,
    • Alfred Kärcher GmbH
    • ibm.com/enterpriseofthefuture
    • I n a recent survey of 1,000
    • retail consumers, 53 percent said
    • they used the Internet to compare product features and prices;
    • 25 percent did so from a mobile device while in a store.
    • And one in ten sent text messages to friends and family during shopping trips to get input or share information on products.
    • “ 2007 Was the Year of the ‘Omni Consumer’ According to IBM Analysis.” IBM press release.
    • December 17, 2007.
  • SO... HOW COULD YOU INFLUENCE THOSE YOU WANT TO TOUCH?
  • HOW OLD DO YOU THINK THIS YANKELOVICH POLL IS?
    • NYT: 54% of people avoid buying products that have overwhelmed them with advertising .
  • THE TIPPING POINT, MALCOLM GLADWELL, 2001
    • The Few That Lead You To The Many
    • In making his case for “The Law Of The Few,” Malcolm Gladwell in his revolutionary book “Tipping Point” reveals the surprisingly large role a small cadre of influencers he calls Connectors, Mavens, and Salespeople play in influencing others.
    • Connectors are defined as “people who know lots of people, people with a special gift of bringing the world together; “
    • Mavens are “information specialists, people we rely upon to connect us with new information;”
    • Salespeople are “people with the skills to persuade us when we are unconvinced of what we are hearing.”
  • PASSIONATE MOVEMENTS
    • In closing...
    • Marketing guru Seth Godin , says it best in his 2007 “meatball sundae”.
    • “ Ideas that spread through groups of people are far more powerful than ideas delivered at an individual. 
    • Social change, education, new-product launches, religious movements…it doesn’t matter, the story is the same.  Movements are at the heart of change and growth. 
    • A movement — an idea that spreads with passion through a community and leads to change — is far more powerful than any advertisements ever could be.”
  • THANK YOU! QUESTIONS? COMMENTS? ARGUMENTS? EMAIL ME AT LEDAK@MICROSOFT.COM