16. КТО ЖЕ НАШИ ТРЕНСЕТТЕРЫ
Антон Фридлянд Саша Кольцова Andey Urenev
писатель ”Krihitka Tsahes” MTV Ukraine
Eugen Mukhligin Yuryi Khustochka Vitlyi Bardetskyi
“Fight”event “Esthetic Education” “Xlib” директор клуба
41. Вдохновение для РА: зачем и как
Амбиции Стратегия План План
спроса спроса вовлечения активностей
Какая наша Целевая Аудитория?
Что их стимулирует?
Какие тренды наиболее значимы?
Что сделает их адвокатами
Что сделает бренд значимым?
СВЕЖАЯ, ОРИГИНАЛЬНАЯ И
КОТОРАЯ БУДЕТ СТИМУЛИРОВАТЬ
Оценка положения бренда Используемые каналы
Конкурентная среда Принципы коммуникации
Внутренняя культура Как «зацепить» потребителя?
Как мы можем занять первое место? Где «зацепить» потребителя?
50. ТЕМ ВРЕМЕНЕМ:
67% населения считают, что
экологические катастрофы -
наибольшая угроза для Украины
украинцев считают, что живут в
6% хороших эко условиях
90% генетически модифицированных
Данные: Институт проблем управления имени Горшенина, Первая рейтинговая система, Фонд Демократические инициативы
51. И ДАЖЕ СЕГОДНЯ, КОГДА
63% экономят на еде
делают это не
Данные: IFAK, GFK
Как пример – тренд «домашний уют» стал ответной реакцией на события, произошедшие в Америке 11 сентября 2001 года. В последствии этого социального вызова для многих американцев особо актуальной стала потребность в безопасности и защищенности.
A German laundry service has teamed up with DHL to offer convenient pick-up and delivery. After signing up with Cleenbox, members receive a starter pack consisting of a laundry bag, a plastic box, a manual and an address label. They fill the bag with dirty laundry—no colour separation required—put it in the box and arrange for pick-up (Monday through Saturday). Alternatively, they can drop the box at a post office. After 2 to 5 days, the clothes are returned clean, ironed and folded. Boxes come in three different sizes; the smallest one holds one smallish load of laundry, while a ‘megabox’ holds two larger loads. Payment works through a credits system, and prices depend on how many credits a customer buys in advance. One credit, or ‘Waschmarke’, pays for one box of laundry, including shipping. Based on advance purchase of 10 credits, prices range from EUR 19 for a small box to EUR 40 for a megabox. Shipment can be tracked online, and delivery addresses and dates can also be changed via Cleenbox’s website. Cleenbox is currently available in Germany and Austria—where it works with the Austrian postal service—and is planning to expand to other European countries. According to CEO Harry Hohoff, the service is targeting singles, families, internet-savvy seniors and SMBs. Busy consumers will continue to outsource household chores, especially if it’s convenient and affordable to do so. Which spells opportunities for service providers. Staying with the laundry theme, how about adding garment repairs, dry cleaning and alterations for a one-stop solution for clothing? (Related: Laundry service by the locker — Private banking by shoebox.)<number>
It finally happened: The print on demand “ATM for books” device people like Jason Epstein and Ben Vershbow have been talking about forever launched last week in the UK. Some say the Espresso machine is the greatest change in book publishing since the printing press. The device is said to be the equivalent of 23.6 miles of shelf space, or over 50 bookstores rolled into one. I vividly remember an agent I respect sitting in my office a couple of years ago saying “if the Espresso takes off, publishers and editors will be dead men walking.” I am curious to hear what others think of that statement. Of course, since I had that conversation a couple of years ago, the conversation about the future of book publishing has turned sharply towards E-books. (Yesterday we felt the earth move, as Debbie would say, when we read about Amazon’s most recent acquisition). Apparently it takes five minutes to print a book on the Espresso machine. Is five minutes a long time in our digital world? <number>
exuve is a forward thinking fashion label where the designer and the consumer are one in the same. users submit designs to the site for review by other community members with the highest rated garments of each voting period actually available for purchase in the online boutique. The more votes you get the better your chances are at seeing your illustrations come to life. winners are compensated with a percentage of sales and a $500 cash prize. the winning designs from each contest are produced entirely at our own risk and sold in our online boutique where you receive a percentage of sales on your winning design. <number>
Hungarian travel site Joobili believes that timing is everything when it comes to planning a trip. Instead of asking users where they want to go, Joobili provides would-be travellers with inspiration by asking them when they want to schedule a trip, and then offers information about festivals, parties, sports events and other travel-worthy happenings across Europe. Users can either select a travel date on a slide rule calendar on the website site or search by country or keyword (Arts, Music, Family, Celebrations, Shopping, Food & Drink, Sport, Nature and Unusual). By clicking on an event on the calendar, searchers can view photos of an event and check out other events nearby. Members can also save their past and future events on a personal GoList and exchange comments with travellers who have similar interests. The website's revenue model seems to be based on affiliate marketing, earning fees for referrals to hotels, guidebooks, rental cars and flights. <number>
allows consumers to book a ride, follow the taxi's progress toward their location and then pay the fare using their mobile phone. Users of the service can schedule their ride either online or via a mobile application available for iPhone, Blackberry and Windows Mobile. To do that, they enter the time and place they'd like to be picked up along with where they'll need to be dropped off; RideCharge then displays options offered by participating taxi, sedan, limo and shuttle services in the area that meet the user's criteria. (In areas that don't yet have an affiliated company, phone numbers for local transportation companies are displayed instead.) After comparing options and making a selection, users can then view the status of their ride both online and in the mobile application, and a reminder is sent an hour before the pickup is due to take place. Finally, at the conclusion of the ride, users can pay both fare and tip with their mobile device and download an e-receipt, eliminating the need to keep track of paper receipts for reimbursement. Included in the charge is RideCharge's own fee of USD 1.50 per trip, according to Forbes.com.