Andy ReidFounding Director         theGeniusBox.com                    the ideas coaching business
1Hero = JennyJenny = HSBC marketingShe need to sell LOANSTough to do where insight =‘saving is good / spending is bad’
2Jenny worked for a short timeobserving familiesShe saw generations SPENDINGon each otherInsight = children are theinvestm...
3New campaign based new insight...‘IF NOT NOW, THEN WHEN – don’t putoff to tomorrow what you can dotoday with help from an...
4Spontaneous recall for HSBC Loan went up from 21%   to 43%(in banking, that’s HUGE!)
5SEEK NEW PERSPECTIVES:Jenny got out from behind her desk andspoke to her consumers face-to-face.COMMUNICATE UNTIL YOU’RE ...
#tgbcommenthouse   theGeniusBox.com   the ideas coaching business
Andy Reid - Pazarlama Zirvesi 2012
Andy Reid - Pazarlama Zirvesi 2012
Andy Reid - Pazarlama Zirvesi 2012
Andy Reid - Pazarlama Zirvesi 2012
Andy Reid - Pazarlama Zirvesi 2012
Andy Reid - Pazarlama Zirvesi 2012
Andy Reid - Pazarlama Zirvesi 2012
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Andy Reid - Pazarlama Zirvesi 2012

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Transcript of "Andy Reid - Pazarlama Zirvesi 2012"

  1. 1. Andy ReidFounding Director theGeniusBox.com the ideas coaching business
  2. 2. 1Hero = JennyJenny = HSBC marketingShe need to sell LOANSTough to do where insight =‘saving is good / spending is bad’
  3. 3. 2Jenny worked for a short timeobserving familiesShe saw generations SPENDINGon each otherInsight = children are theinvestment for the future NOTmoney
  4. 4. 3New campaign based new insight...‘IF NOT NOW, THEN WHEN – don’t putoff to tomorrow what you can dotoday with help from an HSBC LOAN’
  5. 5. 4Spontaneous recall for HSBC Loan went up from 21% to 43%(in banking, that’s HUGE!)
  6. 6. 5SEEK NEW PERSPECTIVES:Jenny got out from behind her desk andspoke to her consumers face-to-face.COMMUNICATE UNTIL YOU’RE SICK:She communicated to her colleagueswhat she was doing at all times.BREAK RULES:She asked her boss for ‘forgiveness’ not‘permission’ and got on with it!
  7. 7. #tgbcommenthouse theGeniusBox.com the ideas coaching business

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