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Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
Unlocking the Secrets to Demand Creation
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Unlocking the Secrets to Demand Creation

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Presentation given at the 2010 Bridge Conference held in Washington, DC on 28 July 2010

Presentation given at the 2010 Bridge Conference held in Washington, DC on 28 July 2010

Published in: Business
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  • 1. Creating the want<br />--------------------------------------------VP, Association/nonprofit practice<br />Suzanne carawan<br />Unlocking the Secrets to Demand Creation<br />
  • 2. Common Starting Points<br />What is it that I want people to do?<br />What’s the marketing plan?<br />What are we offering?<br />How do we communicate?<br />When do we need to get X out by?<br />How much $$$ do we need? How much $$$ do we have? <br />
  • 3. Demand Creation Starting Points<br />What is it that I want people to do?<br />Who are the people that we are targeting?<br />Do I know everything I can know about them?<br />What is the pain that I am solving?<br />What is the added benefit to their life that I am bringing?<br />With which emotion do I need to connect in order to elicit the response that I seek?<br />
  • 4. Basics of Demand Creation<br />Create a promise that only you can fulfill<br />Connect with deeper level (subconscious or conscious) need or feeling<br />Energize the feeling<br />Reward the right choice, ignore the incorrect choice<br />Manage supply/demand of the remedy<br />
  • 5. Creating the Promise<br />Define the Promise that You can Fulfill:<br />Make you rich, beautiful, thin, smart, loved<br />Make you a top professional<br />Make you a good person<br />Make you an expert<br />Make you a leader<br />Make you part of a legend, team, culture, legacy<br /> Make you desired<br />
  • 6. Connect with Deeper Feelings<br />Insecurities<br />Ego<br />Growth/Boredom<br />Change/Contribution<br />Idealism<br />
  • 7. Energize the Feeling: Creating the Want<br />Amplify and empower the feeling—let it grow<br />Powerful images<br />Stories<br />Music<br />Lighting<br />Time/Sequence<br />How Much/How Little<br />
  • 8. How Demand Marketers Put Want into Action<br />1) Define & Message the Audience(s):<br />Take the time to really segment<br />Take the time to message each segment<br />Take the time to create a marketing strategy for each segment<br />Take the time to take baseline and periodic measurements<br />Fight the pressure to use mass marketing now it is about influence marketing<br />
  • 9. Manage Supply/Demand of the Remedy <br />Availability<br />Only sell in 30 day periods<br />Can only have one at a time<br />Only see a certain amount of time each visit<br />Example: NBC’s Must See TV Thursdays<br />Premiums<br />Periodicity<br />Only offered at certain time periods<br />Example: Disney Movie Releases on DVD<br />Annual Awards<br />
  • 10. User Environment<br />Content & Content Structure<br />Language: Tone, Formality, <br />Visual: Color, Texture, Spatial Arrangement, Imagery, Use of Light, Typography<br />Smell<br />Touch<br />User Interaction Model<br />User flow<br />User activity options<br />Relationships<br />New vs. familiar vs. shocking<br />What Makes for an Engaging Experience? <br />
  • 11. Techniques for Making X Engaging<br />Creating Warmth<br />Creating Awareness<br />Inciting New Inquiry<br />Inciting Action<br />Driving New Revenue<br />Creating Want<br />
  • 12. Reward the Right Choice<br />Offer praise, recognition<br />Publicly promote the person who’s made the choice; endorsements<br />Celebrate!<br />
  • 13. How Demand Marketers Do It<br />
  • 14. Go-to-Market Strategy<br />1) The overarching strategy that defines:<br />Who you are targeting<br />Estimated opportunity<br />How you will reach them<br />What it is that you are offering<br />How it is that you will hook them<br />When you will see the ROI<br />
  • 15. How Demand Marketers Put Want into Action<br />2) Select the right integrated marketing mix that continues to build the demand through as many senses as possible:<br />Direct & email<br />In-person and virtual events<br />Twitter, Facebook and LinkedIn<br />Widgets and Websites<br />Content: articles, papers, etc<br />Videos & Photos<br />Testimonials <br />
  • 16. How Demand Marketers Put Want into Action<br />3) Decide the Timing:<br />-How fast, how slow<br />-How much to reveal<br />-When to reward<br /> -When to touch again<br />
  • 17. How Demand Marketers Put Want into Action<br />4) Create the environment for communication and the actual communication content:<br />-message<br />-tone-lighting<br />-music<br />-packaging<br />-velocity<br />
  • 18. How Demand Marketers Put Want into Action<br />5) Decide the Reward<br />-Gift?<br />-Recognition?<br />-Event? <br />-Volunteer?<br />-Award? <br />-Insight? <br />
  • 19. Examples of Demand Creation<br />
  • 20. Creating Warmth<br />Tip!Periodicity works very well by creating dependence<br />
  • 21. Creating Warmth<br />Tip!<br />Everyone needs a break from reality. Create demand through whimsy, humor, relief from the grind.<br />Tip!Highlighted content that is vetted is more desirable!<br />
  • 22. Creating Awareness<br />Tip! Create demand through offering information in chunks: parts, series, chapters, installments.<br />Think mini-series!<br />
  • 23. Creating Awareness: Program Matching <br />Tip!<br />You can rarely go wrong with images of children or animals<br />
  • 24. Creating Awareness<br />Tip!Adding the label “Essentials” is a great way to get attention! Same is true for “Most Popular”, “Must Haves”, & “Most Recommended”<br />
  • 25. Inciting New Inquiry<br />
  • 26. Inciting New Inquiry<br />
  • 27. Inciting Inquiry<br />
  • 28. Incite Action<br />
  • 29. Inciting Action<br />
  • 30. Creating Want<br />
  • 31. Creating Want<br />
  • 32. Creating Interactivity<br />
  • 33. Interactive Widget: Tell the Story<br />
  • 34. Interaction: The Cove<br />
  • 35. Interaction: The Cove<br />
  • 36. Interaction: The Cove<br />
  • 37. Interaction: The Cove<br />
  • 38. Interactive Widget: Video & Donate<br />
  • 39. Creating Engaging Communities<br />
  • 40. Right Ingredients, Right Recipe<br />Talk to the right people in the right way using the right tools<br />Leads to real conversation and energy exchange<br />Energy exchange leaves an impression<br />Impressions create memories<br />Memories ask to be revisited<br />User returns to test memory<br />Same experience? User will return & likely to tell others <br />
  • 41. Engaging Communities<br />
  • 42. Engaging Communities<br />
  • 43. Engaging Communities<br />
  • 44. Engaging Communities<br />
  • 45. Interactive Workshop:Collaborative Demand Creation<br />
  • 46. Go-to-Market Strategy<br />
  • 47. How Demand Marketers Put Want into Action<br />
  • 48. How Demand Marketers Put Want into Action<br />
  • 49. How Demand Marketers Put Want into Action<br />
  • 50. How Demand Marketers Put Want into Action<br />
  • 51. Demand Creation Summary<br />Define the purpose and emotional connection<br />Outline your go-to-market (GTM) plan<br />Execute your GTM plan<br />
  • 52. Contact Information<br />Suzanne Carawan<br />scarawan@etouches.com<br /> 703.431.2208<br /> Twitter: suzannecarawan<br /> LinkedIn: /suzannecarawan<br />Facebook: /suzannecarawan<br />

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