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THE POWER RESPONSE MODEL
www.linkedin.com/in/andersberendt
Key Company
Goals
Identity
Repeat
Power Content
Attract
Stimula...
CONSUMER EXPERIENCES
- Who is your target group?
- Understand your target group (Use their eyes)
- How are your target gro...
Key company goal
strategy is to decide in which direction you want to go. You need to have
a clear businesses goal(s) and ...
Power content
When creating power content for businesses, there are four main phase
Response are explaned in the following...
Media channels
Although we love to share our stories online, we listen more than we
speak. Whether you are on Instagram, T...
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Power Response Model

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Power Response Model

  1. 1. THE POWER RESPONSE MODEL www.linkedin.com/in/andersberendt Key Company Goals Identity Repeat Power Content Attract Stimulate Sharing Response Media Channels A business model to create power content and increasing sales. Consumer Experiences
  2. 2. CONSUMER EXPERIENCES - Who is your target group? - Understand your target group (Use their eyes) - How are your target group entertained? - Where and Why are they entertained? - How is their social sharing culture? IDENTITY REPEAT - Visual branding: Repeat brand DNA - ”Show it, don’t tell it” - Repeat brand keywords and values. - Create a unique visual identity. power CONTENT 1. Attract consumers to your content 2. Stimulate the target groups feelings 3. Make the target group want to share your content 4. Make it easy for consumers to respond to your content. Make a great but simple call-to-action. - Entertain, touch their feelings and get the audience to identify with your content. The bigger the reaction at the time, the easier the memory is to recall. Help your target group, they are your CEO! MEDIA channels - How can you make the content easily accessible? - Which channels? - Why these channels? - Where and how do they share content - Think of Digital word of mouth. KEY COMPANY GOAL - What do you want people to think about your brand? - Make market analysis (SWOT + TOWS etc.) - What is your message to your cystomers? - How can you evaluate increased sales on your new content marketing strategy? 1 2 3 4 5 - Repeat it over and over again. - Stand out from the crowd! THE POWER RESPONSE MODEL A business model to create power content and increasing sales.
  3. 3. Key company goal strategy is to decide in which direction you want to go. You need to have a clear businesses goal(s) and should be able to answer this question right away: ”What do we want people to think about our brand?” - sure but content marketing is also about increasing revenue. Remember that content marketing is a long-term strategy and that there will not necessarily be increased sales from day one. Consumer experiences When you are creating content marketing it is more important than ever your content because you don’t want to spam them in any way. Be patient and wait for your audience until they have the time to be entertai - ned. Power content marketing is not about what your company needs, it is all about what your target group want and what they need. Over a period of time with content marketing, the company, due to the accumulated experience, will gain knowledge and understand about what works and what does not in relation to the target group (See illustration target group. TOTAL NUMBER OF CONTENT PRODUCED OVER TIME UNDERSTAndiNG OF the TARGET GROUP USER INVOLVEMENT Identity repeat Furthermore, you should never tell the world how good you are, you have to show how good you are - And show it repeatedly. In the business of len- ding money, such as a bank, the bank must appear credible, not tell they are. All content should showcase the company’s brand DNA, both visually and and keywords should easily be interpreted from the content. - power content. (See illustration 1.
  4. 4. Power content When creating power content for businesses, there are four main phase Response are explaned in the following: 1. Attract It is important to catch people’s attention from the start. Good content is content that your target group is already looking for. If your target group is ”Dancers” an amateur dancer will search on Google or Youtube for videos and other content with the best dancers to learn from etc. Solving problems through how-to guides or inspire and impress your tar- get group, is a good way to get your power content started because they are probably already searching for you. If you can reach your target group and touch their emotional feelings, in a positive way, they are more likely to remember and identify with the content and your brand. 2. Stimulate In the stimulation phase the keyword is ”product placement”. In this pha- se, the content must be focused on the company’s product or service, but without creating a tv commercial! Fit your product into the video somehow... If you are selling hiphop caps, give your cap to a dancer and create that power content. You may, or may Without people thinking about it as a commercial. Red Bull have repeated this many times. Your audience may not notice your product right from the start, but if you are good a repeating product placements, I believe it should work for you as well. 3. Sharing All your content must be uploaded to a platform which can be shared through social media and which is easily accessible to all users. It does no good to the company building its own platform to implement videos. Youtube or Vimeo’s format can be shared and embedded / implemented on most (if not all) social media networks. As Nike would say #JustDoIt 4. Response - them or let them become inspired. In that way they will identify with the content making them want to share it with their social network. But the content should also provide a response in the form of a purchase. But the content must be so amazing that it is stored in the user memory until the next time they are looking for a product or service like yours. Strive to create a moment in your content that will receive a big reaction what makes bad memories so bad.
  5. 5. Media channels Although we love to share our stories online, we listen more than we speak. Whether you are on Instagram, Twitter, Facebook or Youtube your browser will be on heat with new content and you will only spend time strategy, regardless of its media channel, need to have content that really 1. Power Content Power content is content without any people around. With no audience the content is created to impress people - A lot! Search for ”Ken Block Gymkhana” on Youtube to see a great example. A lot of hard work and preperation is put into these videoes to create power content. Independent of the sender this content will be shared everywhere as long as it has not been seen before. Create your content in the middle of all people when no one expects it. People will quickly reach for their smartphones and upload the content to your target group, will create a great response from the audience watching it. Red Bull did so in Copenhagen, Denmark a couple of years ago when they without any public announcements, teamed up with Furmula 1 driver, Da- vid Coulthard, to drive through the streets of Copenhagen on a ”random” day, in his racing car. Just one last tip Do not be afraid to invest money in quality content - In this case it’s pro- bably better not to make any content at all. Thanks I hope this business model can inspire you to your own content marketing strategy. Good luck! Anders Berendt www.linkedin.com/in/andersberendt About Anders Berendt 28 years old passionate Scandinavian working with Marketing and Design. Graduated as a design technologist in January 2014 from KEA Business & Design in Copenhagen, Denmark. Anders Berendt is a former professional cyclist but was forced to quit the sport due to a knee injury.

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