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Branding and communications workshop 2012


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These are the materials I used to lead a workshop with my friends at Androidzoom (now known as Appszoom). Here you'll find the quickest vision on what Marketing is, and then a deeper detail on branding and communications to foster business growth.

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Branding and communications workshop 2012

  1. 1. Branding and Communications Workshop Androidzoom. April 20th, 2012
  2. 2. AgendaSchedule Timing Topic10.30 – 10.35 5’ Purpose, Expected Outcome & Success Criteria for this session10.35 – 10.40 5’ Agenda and tunning10.40 – 11.00 20’ 1. Introduction to Marketing. Or Marketing for dummies 11.00 – 11.10 10’ Exercise 111.10 – 11.40 30’ 2. Branding and communications11.40 – 11.55 15’ Exercise 211.55 – 12.15 20’ 3. Communications plan12.15 – 13.00 45’ Exercise 3
  3. 3. Purpose, Expected Outcome and Success Criteria Purpose:  To provide the basic theorical Communication concepts to the Content department team so that they can give a meaning to what they already do and they can suggest more activities.  The goal set for Communications now is to make Androidzoom bigger. The communication activities should contribute to growth. Expected Outcome:  To review the brand positioning for Androidzoom.  Two communication plans for two strategic segments Success Criteria:  The team has new tools to use in Communications.  … and they can put them in practice right away.
  4. 4. Part 1. Introduction to Marketing. Or Marketing for dummies  (20’. 10.40 to 11.00 h)
  5. 5. Part 1. Marketing for dummies1. Different kinds of needs.2. Marketing role:  Market definition  Segmentation  Positioning  (Old school) Marketing Mix  Product  Price  Placement  Promotion
  6. 6. 1.1. Different kinds of needs • The communication is • Since quality of • It’s related with the Symbolic ExperientialFunctional about the features of products is taken for experiences that the the product. granted, the symbolic product provides. • The communication communication for • Communication is explains how the products increases. about lifestyle. product works. • These kind of • The product covers communications • Ex: BMW’s “do you like basic needs. began with the luxury driving?” products • Ex: A lightbulb • Communication is not about how the product works, it’s about the benefits of the product. • Ex: A yogurt that reduces cholesterol Understand first where your product or service is.
  7. 7. 1.2. Marketing role. Market definition The market definition is the answer to the following question: “What need are we targeting?” The definition of the market is not based on the Product (ex: the market of belts) The definition of the market is based on the need (ex: the market of solutions to keep your trousers in the right place, and this includes belts and suspenders) Once we know what we are targeting, we consider: “Where and against who do we compete?”
  8. 8. 1.2. Marketing role. Segmentation Segmentation is the answer to the following question: “What are the differences across our groups of users/clients?” We should take into account:  What makes one segment different to the other (ex: loyal or non-loyal customers)  Variables that describe the segment (ex: gender, age, income, etc.)
  9. 9. 1.2. Marketing role. Positioning Positioning (*) is the answer to the following questions: “What do we offer? Why would they become customers?” We must consider as well the positioning strategy that we chose:  Differentiation: Our positioning is unique and totally different to other competitors.  Breadth: Our positioning fits the majority of our potential customers. (*) We will review positioning in more detail later on in this presentation.
  10. 10. 1.2. Marketing role. Marketing Mix. 4Ps. PRODUCT  “An item that satisfies what a consumer needs or wants”  Every product has a lifecycle
  11. 11. 1.2. Marketing role. Marketing Mix. 4Ps. PRICE  “The amount a customer pays for the product”  Price is relevant in two particular topics  It contributes to the positioning  It defines the income of the company.  In the online industry:  … sometimes price is not paid by the consumer.  … take into account your business model.
  12. 12. 1.2. Marketing role. Marketing Mix. 4Ps. PLACEMENT  “Refers to providing the product at a place which is convenient for consumers to access”  You can have different sales channels:  Direct:  Sales force  Your own distribution  E-commerce  Indirect:  With partners and resellers  With a distribution network
  13. 13. 1.2. Marketing role. Marketing Mix. 4Ps. PROMOTION  “Represents all of the methods of communication that a marketer may use to provide information to different parties about the product” Some of the concepts included are:  Advertising  Public relations  Sales promotion
  14. 14.  EXERCISE 1. (10’. 11.00 – 11.10 h.) Part 1. Marketing forAnswer the following questions: dumies 1.1. Different kinds of What kind of need do we solve? needs What market are we targeting? What different kinds of customer/users do 1.2. Marketing role we have? - Market definition What do we offer to them? Is it different to what competitors offer? Why is it different? - Segmentation Our 4 Ps: - Posicioning  Product: What is our service?  Price: What price do we have? - Marketing Mix  Placement: How do we deliver the service to Product our customer. - - Price  Promotion: How does our customer know - Placement that our service solves a certain need he has? - Promotion What do we do to get the message to him?
  15. 15. Part 2. Branding and communications (30’. 11.10 to 11.40 h)
  16. 16. Part 2. Branding and communications1. Identity, Image and coherence2. Branding and growth3. Positioning and the management of meaning.4. Drivers and barriers.
  17. 17. 2.1. Identity, Image and coherence The identity of a company is made of:  Personality  Who am I?  Activity  What do I do?  Mission  Why do I do it?  Values  How do I do it? Image is not only what the company shows, but what the audience perceives.  Identity ≠ Image  Schizophrenia and risk  Identity = Image  Coherence and easy communications
  18. 18. 2.1. Identity, image and coherence Why coherence is important in brand development? Real basis of positive attributes TO BE Creation of an attractive perception TO LOOK LIKE Extend this attractive perception to the TO broadest target audience COMMUNICATE
  19. 19. 2.2. Branding and growth. What makes a brand great?  It’s well known:  It has awareness. “I know this brand”  It’s well connected to one or more categories.  It has associations that are:  Relevant. The brand is connected to something that is important for the consumer.  Unique: The brand delivers better than its competitors.  Emotional: The brand has personality and connects with the values of its consumers.  People admires it
  20. 20. 2.2. Branding and growth A great brand in 4 steps: 1. Develop a positioning  Identify what is relevant for the majority of your consumers in your category and what would motivate the non-consumers to use your brand. 2. Build a product that gets better and more relevant for your consumer. 3. Communicate based in your positioning and the Product you have built. 4. Increase usage by: 1. Getting new consumers on board. 2. Making your consumers repeat
  21. 21. 2.3. Positioning and the management of meaning Positioning is to create a unique perception and reputation of a brand in the minds of customers. It shall be based on the attributes and benefits of the product. It must be done in a way that gives the brand a unique positioning compared to its competitors - in the minds of the customers (perception)
  22. 22. 2.3. Positioning and the management of meaning Positioning strategies  Differentiation  Breadth
  23. 23. 2.3. Positioning and the management of meaning Ingredients for a good positioning:  It’s relevant to the audience  It’s credible. It’s related to a benefit or value that the Product delivers.  It’s different from the competition  It motivates customers to consider and try.  It’s alligned with the long-term goals of the company Positioning is one of the key elements for growth.
  24. 24. 2.3. Positioning and the management of meaning A brand is a porfolio of meanings:  Strategic and tactic  Tangible and intangible  Rational and emotional Once these meanings are built in the minds of the audience, brands help people do easier purchases.
  25. 25. 2.4. Drivers and barriers A Driver is a motivational element that attracts customers to a category or a brand. Examples:  I can find all the APPs  It’s easy  It’s free A Barrier is something that prevents customers from getting to the category or using a brand. Examples:  I’m afraid they might use my personal data.  It’s expensive  I don’t understand how it works.
  26. 26. 2.4. Drivers and barriers A good positioning:  Has the key drivers of the category and the ones that are more relevant for the majority of the audience  Shows how to overcome the barriers.  Is coherent with the experience that the user will have when using the product or service.
  27. 27. Part 2.EXERCISE 2. (15’. 11.40 – 11.55 h.) Branding andAnswer the following questions: communications 2.1. Identity, image and coherence What is our brand positioning? 2.2. Branding and growth Which are the proof-points of this 2.3. Positioning and the positioning? management of meaning What drives our customers? 2.4. Drivers and barriers. What prevents our customers from using our service?
  28. 28. Part 3. Communication plan (20’. 11.55 to 12.15 h)
  29. 29. Part 3. Communication plan1. Target audience2. Communication goals3. Message strategy4. Media planning
  30. 30. 3.1. Target audience Your target audience is the group of individuals (users, opinion leaders, customers, suppliers, etc.) that are the recipients of your communication activity. It’s relevant to know:  How are they? (sociodemographic profile)  Their starting point regarding what we are trying to communicate (Do they know it? Have they tried it? Have they bought it?  Relevant information about their behaviour (frequency of use, preference in communications styles or channels, etc.)  Their habits to get information (Do they open our e-mails? Do they read blogs? Do they access information through desktop, tablet or mobile?
  31. 31. 3.2. Communication goals We provide informationWe overcome barriers about the benefitsWe create preferences We do “brand awareness” Feelings Knowledge Action We suggest a product trial We drive conversion (suscription, purchase, download, etc.)
  32. 32. 3.3. Message strategy Message doesn’t equal creativity:  Message: What we will tell our target audience to achieve the goal we have set.  Creativity: How we will deliver the message so that we achieve the maximum effectiveness Basic elements of a message:  Benefit  What?  Reasoning Why? Proof points And always aligned with the POSITIONING. Every message contributes to the strength of the positioning.
  33. 33. 3.4. Media planning The media planning determines how do we deliver our message to the target audience. We must take into account:  The context where the message will be.  The moment when the user will consume our message  If there’s any need to repeat the message (frequency)  The user experience accross the whole process, from the moment when she gets the message till she does the action expected.
  34. 34. Part 3. EXERCISE 3. (45’. 12.15 – 13.00 h.) Communication plan 3.1. Target audienceCreate a Communication plan for 2different target audiences. 3.2. Communication goals 3.3. Message strategy 3.4. Media planning
  35. 35. THANK YOU FOR YOUR ATTENTION @annaquintero