JCI presentation jmk 140912

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A few lessons and points to keep in mind if exporting is the goal.

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JCI presentation jmk 140912

  1. 1. Rocketscienceis easy Source: Gary LarsonWE MAKE THEM TALK ABOUT YOU
  2. 2. Source: TED, Derek Siversthebrandmanual.com
  3. 3. A few simple rules...WE MAKE THEM TALK ABOUT YOU
  4. 4. 1. Know your target groupthebrandmanual.com
  5. 5. thebrandmanual.com
  6. 6. Best / worst actress 2009thebrandmanual.com
  7. 7. 2. Get the language rightthebrandmanual.com
  8. 8. thebrandmanual.com
  9. 9. thebrandmanual.com
  10. 10. thebrandmanual.com
  11. 11. thebrandmanual.com
  12. 12. 3. This is not a test marketthebrandmanual.com
  13. 13. thebrandmanual.com
  14. 14. Source: Clayton Christensen http://www.youtube.com/watch?v=s9nbTB33hbgthebrandmanual.com
  15. 15. 4. Know the competitionthebrandmanual.com
  16. 16. thebrandmanual.com
  17. 17. thebrandmanual.com
  18. 18. 5. Package it rightthebrandmanual.com
  19. 19. The right appearance raises aproduct’s value.thebrandmanual.com
  20. 20. The wrong appearance lowers aproduct’s value.thebrandmanual.com
  21. 21. thebrandmanual.com
  22. 22. team crowdthebrandmanual.com
  23. 23. 6. Understand cultural contextthebrandmanual.com
  24. 24. thebrandmanual.com
  25. 25. House?thebrandmanual.com
  26. 26. thebrandmanual.com
  27. 27. 7. Visualize and explainthebrandmanual.com
  28. 28. If possible, people willmisunderstand what you said.thebrandmanual.com
  29. 29. thebrandmanual.com
  30. 30. Misunderstanding?In the average company...thebrandmanual.com
  31. 31. only 37% understand what thecompany is trying to achievethebrandmanual.com Source: Stephen Covey, The 8th Habit
  32. 32. only 20% are enthusiastic about itthebrandmanual.com Source: Stephen Covey, The 8th Habit
  33. 33. only 20 percent felt theymade a differencethebrandmanual.com Source: Stephen Covey, The 8th Habit
  34. 34. only 15% felt empoweredthebrandmanual.com Source: Stephen Covey, The 8th Habit
  35. 35. only 1 in 5 fully trustedwho they work forthebrandmanual.com Source: Stephen Covey, The 8th Habit
  36. 36. If this company wasa football team...thebrandmanual.com
  37. 37. Only 4 Only 2 of Only 2 of All but 2 Only 2of 11 11 would 11 would players wouldplayers even care know what would be listen towould know position competing thewhich goal they play against manageris theirs and exactly their own what they team have to do thebrandmanual.com Source: Stephen Covey, The 8th Habit
  38. 38. plan executionthebrandmanual.com
  39. 39. Your need to sell,won’t make anyone buy!WE MAKE THEM TALK ABOUT YOU
  40. 40. The purchasing decision dependson the customer’s needs.thebrandmanual.com
  41. 41. thebrandmanual.com
  42. 42. What I’d like to buy What I can afford to buythebrandmanual.com
  43. 43. Brands make people want to buy.thebrandmanual.com
  44. 44. If you like something, you will forgive its shortcomings.thebrandmanual.com
  45. 45. What’s going on? ContextWE MAKE THEM TALK ABOUT YOU
  46. 46. The recession was the best thingthat ever happened to the Baltic.thebrandmanual.com
  47. 47. Efficiency gains. But will they last? 2008 2012thebrandmanual.com
  48. 48. It helped focus consumers,companies and government.thebrandmanual.com
  49. 49. The recession has made peopleboth price and quality sensitive.Finally it is understood that youDO get WHAT you pay for.thebrandmanual.com
  50. 50. Quality actually sells.thebrandmanual.com
  51. 51. Consumer confidence is picking up.Those that can afford to,are spending again.thebrandmanual.com
  52. 52. thebrandmanual.com
  53. 53. Western consumers already arewhere we are just getting to.thebrandmanual.com
  54. 54. status me stuffthebrandmanual.com
  55. 55. values me stuff societythebrandmanual.com
  56. 56. Corporate social responsibilityis a real issue, instead of just abuzz word.thebrandmanual.com
  57. 57. Listening has never been easy. But now there are icebergs ahead.thebrandmanual.com
  58. 58. PRODUCT CONSUMER CONSUMER “We tell you why you need it”thebrandmanual.com
  59. 59. PRODUCT CONSUMER CONSUMER “Thank you for your feedback”thebrandmanual.com
  60. 60. PRODUCT CONSUMER CONSUMER “Let’s be social (about the product)”thebrandmanual.com
  61. 61. PRODUCT CONSUMER CONSUMER “Look what I bought”thebrandmanual.com
  62. 62. Social media requires a real plan. Not just initiative.thebrandmanual.com
  63. 63. thebrandmanual.com
  64. 64. Facebook I like donuts Twitter I’m eating a #donut Foursquare This is where I eat donuts Instagram Here’s a vintage photo of my donut YouTube Watch me eating a donut LinkedIn My skills include donut eating Pinterest Here’s a donut recipe Spotify I’m now listening to “Donuts” Google+ I’m a Google employee who eats donutsthebrandmanual.com
  65. 65. Half the population is on Facebook.If you screw up here, it will comeback to quote you.thebrandmanual.com
  66. 66. Monitor and measure everything.ROI is (French for) King.thebrandmanual.com
  67. 67. Instructions?It’s complicated!WE MAKE THEM TALK ABOUT YOU
  68. 68. thebrandmanual.com
  69. 69. thebrandmanual.com
  70. 70. knowledge context solution pro customer thebrandmanual.com
  71. 71. thebrandmanual.com
  72. 72. thebrandmanual.com
  73. 73. Thank You!J.Margus Klaarjmk@thebrandmanual.comWE MAKE THEM TALK ABOUT YOU

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