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Miami Ad School Europe - Peter Kormanyos // Application

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Miami Ad School Europe - Peter Kormanyos // Application

  1. 1. PETER DAVID KORMANYOS APPLICATION TASKS // 14/01/2017 MIAMI ADSCHOOL EUROPE ACCOUNT PLANNING BOOTCAMP
  2. 2. A – WHO IS THE CUSTOMER? CHOOSE ONE OF THE FOLLOWING BRANDS: UBER OR ROSETTA STONE. DESCRIBE THE TARGET MARKET OF THIS BRAND BY CREATING A PERSONA OF THEIR TYPICAL CUSTOMER. WHAT IS HIS/HER NAME? HOW OLD ARE THEY? WHAT DO THEY DO FOR A LIVING? HOW DO THEY SPEND THEIR FREE TIME? HOW, WHEN, WHY DO THEY USE THIS BRAND’S PRODUCT? WHAT DO THEY THINK OF THE BRAND? (500 WORD MAXIMUM)
  3. 3. A – PERSONA OF THE TYPICAL UBER CUSTOMER (APPROX. 400 WORD) ACTUALLY THIS IS A VERY INTERESTING TASK, BECAUSE AT FIRST A QUESTION CAME TO MY MIND. LET ME SHARE IT WITH YOU: WHO DO YOU THINK UBER CUSTOMERS ARE? DRIVERS? PASSENGERS? BOTH? I THINK A CUSTOMER IS A PERSON WHO BUYS GOODS AND SERVICES FROM A BUSINESS. SO FROM MY POINT OF VIEW AND ACCORDING TO MY SECONDARY RESEARCH UBER HAS ONE CUSTOMER SEGMENT WITHIN ITS TARGET GROUP: THE PASSENGERS. THE DRIVERS ARE RATHER PARTNERS THAN CUSTOMERS. PASSENGER UBER DRIVER MONEY COMMISSION PAYING FOR THE SERVICE (TRANSPORTATION) COMPLEMENTARY SERVICE PROVIDER (PARTNER)
  4. 4. A – PERSONA OF THE TYPICAL UBER CUSTOMER (APPROX. 400 WORD) I ALSO CONDUCTED QUALITATIVE RESEARCH AS WELL AMONG MY FRIENDS AND COLLEAGUES. THIS RESEARCH LED DIRECTLY TO MY INSIGHT. WE’RE LIVING IN A FAST-MOVING WORLD AND WE’RE ALWAYS LATE SO WE HAVE TO RUN ALL THE TIME. FOR THESE REASONS, IN TODAY’S WORLD OUR MOST INTIMATE RELATIONSHIP IS WITH OUR MOBILE PHONES: KATE (27) - „I GET IRRITATED WHEN I’VE GOT TO CONSTANTLY SEARCH FOR OR JUST WAIT FOR A RIDE, BECAUSE TIME IS THE MOST VALUABLE THING TO ME!”
  5. 5. A – PERSONA OF THE TYPICAL UBER CUSTOMER (APPROX. 400 WORD) NAME: KATE AGE: 27 OCCUPATION: FASHION DESIGNER (OWN BUSINESS) STATUS: SINGLE LOCATION: LONDON HOBBIES: BLOGGING, DRAWING, WINE TASTING, WATCHING MOVIES, TRAVELLING, GOING OUT WITH HER FRIENDS AND HAVING A GOOD TIME
  6. 6. A – PERSONA OF THE TYPICAL UBER CUSTOMER (APPROX. 400 WORD) PERSONALITY: EMPATHETIC,RESPONSIBLE,SENSITIVE, WARM,SOCIABLE LIKES: EASY TO USE MOBILE APPS. NOTIFICATION SYSTEMS ORGANIZING AND PLANNING HER DAYS FRUSTRATIONS: BEING LATE WASTING TIME REFUSE TO DO A RIDE (BECAUSE OF ITS DESTINATION)
  7. 7. A – PERSONA OF THE TYPICAL UBER CUSTOMER (APPROX. 400 WORD) TECHNOLOGY: 0 1 2 3 4 IT AND INTERNET SOFTWARE APPS SOCIAL NETWORKS FLUENT (4) ADVANCED (3) AVERAGE (2) BEGINNER (1) MOBILE APP. THEMES SOCIAL PHOTO FOOD FITNESS VS 65 % 35 %
  8. 8. A – PERSONA OF THE TYPICAL UBER CUSTOMER (APPROX. 400 WORD) KATE’S (27) OPINION ABOUT UBER: „UBER MAKES MY DAYS MORE PLANNABLE, WHICH IS A CRUCIAL PART OF MY LIFE. MY MOBILE IS ALWAYS WITH ME, SO UBER ALSO SAVES ME TIME, MONEY AND FUEL. I USUALLY USE IT, WHEN I HAVE A MEETING WITH A MANUFACTURER, AN INVESTOR OR WHEN I SOMETIMES GO OUT WITH MY FRIENDS AT NIGHT. I REALLY LIKE UBER’S UNEXPECTED EXTRA FEATURES, WHEN THEY HAVE A PARTNERSHIP WITH A LOCAL BUSINESS (E.G.: WITH A RESTAURANT) OR HAVE ANY PRICE PROMOTIONS (E.G.:DIFFERENT COUPONS). BECAUSE OF MY JOB I HAVE TO TRAVEL A LOT AND I ALWAYS TAKE AN UBER TO GO TO THE AIRPORT. JUST TO SUMMARIZE, UBER IS A REVOLUTIONARY SERVICE, WHICH CAN MAKE MY LIFE EASIER IN DIFFERENT SITUATIONS. I THINK THAT’S EVERYTHING I WANTED TO SAY ABOUT UBER.”
  9. 9. B – YOUR SUPERHERO SELF MAKE UP A STORY ABOUT YOURSELF AS AN UNCONVENTIONAL SUPERHERO. WHAT IS YOUR SUPERHERO NAME? WHAT ARE YOUR POWERS? HOW DO YOU USE THEM? (250 WORD MAXIMUM)
  10. 10. B – MR. SLOWTIME (APPROX. 220 WORD) INSIGHT: IN TODAY’S WORLD WE HAVEN’T GOT ENOUGH TIME TO APPRICIATE EVEN THE TINIEST THINGS, BECAUSE WE ARE ALWAYS RUNNING SOMEWHERE. HOWEVER SOMETIMES THE TINIEST THINGS ARE ABLE TO HELP US TO TAKE LIFES KNOCKS AND GET BACK ON THE HORSE AND BECOME STRONGER, HAPPIER, MORE SUCCESSFUL IN EVERYDAY LIFE.
  11. 11. B – MR. SLOWTIME (APPROX. 220 WORD) „HELLO ALL! MY NAME IS MR. SLOWTIME. ACTUALLY I LIVE ON THE EARTH, BECAUSE MY MOTHER WAS A HUMAN, BUT MY FATHER WAS A TIME TRAVELLER FROM ANOTHER PLANET CALLED LOOHCSDA. I CHOSE THE EARTH AND NOT LOOHCSDA, BECAUSE I LIKE HUMAN BEINGS AND THEY NEED A LOT OF SUPPORT, THAT’S WHY I WOULD LIKE TO HELP IF THEY’RE KNOCKED DOWN OR NEED SOME ASSISTANCE TO CARRY ON. THANKS TO MY VIRTUAL DATABASE IN MY MIND, (- WHERE I STORE THE MEMORY OF EVERY PERSON -) I CAN EVOKE EVEN THE SMALLEST POSITIVE MOMENT IN THEIR LIFE, WHICH THEY HAVE FORGOTTEN AS TIME GOES BY. THANKS TO THIS KIND OF SUPERPOWER THEY WILL BE ABLE TO TRAVEL BACK IN TIME WITH ME AND LIVE THESE MOMENTS AGAIN AND GAIN AS MUCH POWER AS THEY NEED TO PICK THEMSELVES UP AND CARRY ON AND APPRECIATE ALL OF THE LITTLE POSITIVE THINGS AND MOMENTS FOR THE REST OF THEIR LIVES. TO SUM UP, YOU SHOULD STOP A LITTLE BIT AND LOOK UP FOR A SEC, BECAUSE IT’S SLOWTIME!„
  12. 12. C – IN A WORD INVENT A WORD THAT COULD BE ADOPTED TO CHANGE PEOPLE’S ATTITUDE ABOUT A PARTICULAR ISSUE. SHARE YOUR WORD AND EXPLAIN ITS MEANING. (100 WORD MAXIMUM)
  13. 13. C – WOMENPLOYMENT (APPROX. 50 WORD) INSIGHT: GLOBALLY, THE GENDER GAP IS EVEN WIDER: SECONDARY DATA SHOW THAT WOMEN EARN ONLY ONE TENTH OF THE WORLD’S INCOME DESPITE WORKING TWO THIRDS OF THE TOTAL WORK HOURS. WORD: WOMENPLOYMENT – THE SOCIAL PHENOMENON OF BIG GENDER INEQUALITIES IN THE LABOUR MARKET.
  14. 14. D – PLAYING FAVORITES WHAT IS YOUR FAVORITE PIECE OF ADVERTISING AND WHY? (250 WORD MAXIMUM)
  15. 15. D – OMNI-CHANNEL CUSTOMER EXPERIENCE (APPROX. 200 WORD) MY FAVOURITE PART OF ADVERTISING IS WHEN WE ARE ABLE TO CREATE AN INNOVATIVE PHYGITAL IDEA WHICH GIVES AN OMNI-CHANNEL EXPERIENCE TO ONE OF OUR CLIENTS' CUSTOMERS. WHY? BECAUSE IN THE PROCESS OF DOING THIS I AM ABLE TO DEVELOP MYSELF AND CONTINOUSLY LEARN NEW SKILLS. I ALSO THINK IT’S VERY IMPORTANT THAT I LIKE THE MOMENT AT THE END OF THE CAMPAIGN WHEN I SEE OUR DEDICATION AND INNOVATIVE IDEAS HAVE BROUGHT RESULTS, NO MATTER WHETHER THE RESULT IS BIG OR SMALL.
  16. 16. D – OMNI-CHANNEL CUSTOMER EXPERIENCE (APPROX. 200 WORD) IT IS VERY INTERESTING THAT PHYGITAL APPROACHES FALL INTO THREE MAIN CATEGORIES: DATA, UTILITY, ENTERTAINMENT. MY FAVOURITE CATEGORY IS ENTERTAINMENT, EVEN THOUGH I KNOW THAT DATA-DRIVEN MARKETING HAS A VERY BIG ROLE IN TODAY’S ADVERTISING, AND UTILITY IS VERY IMPORTANT TO MAKE PHYGITAL TOOLS USEFUL TO SHOPPERS. OMNI-CHANNEL ENTERTAINMENT, HOWEVER, MAKES PHYGITAL MARKETING IDEAS MORE ATTRACTIVE THAN TRADITIONAL SOLUTIONS. WITH ITS HELP WE CAN EASILY CATCH OUR TARGET AUDIENCE’S ATTENTION, BECAUSE THEY CAN LIVE THROUGH A VERY UNIQUE AND MEMORABLE EXPERIENCE, WHICH WILL BE SHARED BY THEM AND MAYBE EVEN GO VIRAL. TO SUMMERIZE I THINK ALL OF THE THREE CATEGORIES CAN WORK TOGETHER IN ONE WELL- DEVELOPED IDEA, THAT’S WHY PHYGITAL IS SO COOL.
  17. 17. E – ADVERTISING EVOLUTION HOW HAVE YOU SEEN ADVERTISING EVOLVE SINCE YOU WERE A KID? (250 WORD MAXIMUM)
  18. 18. E – THE EVOLUTION OF ADVERTISING SINCE 1992 (APPROX. 230 WORD) WHEN I WAS BORN IN 1992, THERE WASN’T ONLINE AND MOBILE ADVERTISING AND NOW I AM WORKING IN THE DIGITAL ADVERTISING INDUSTRY. I THINK IT’S A LITTLE BIT FUNNY, BECAUSE I’VE LIVED THROUGH THIS WHOLE EVOLUTIONARY STAGE OF THE AD INDUSTRY. SO FROM MY POINT OF VIEW, THERE HAVE BEEN TWO PHASES OF AD EVOLUTION SINCE I WERE A KID: I. 1990 – 2000 THIS IS THE FIRST PHASE, IN WHICH AGENCIES STARTED TO DEVELOP INTEGRATED MARKETING COMMUNICATIONS TO CONVEY UNIFIED, CUSTOMER-CENTRIC MESSAGING THROUGH EVENTS, SALES, PR, PROMOTIONS ETC. ACTUALLY HERE, I THINK THE BIGGEST PROBLEM WAS WITH MASS-MARKET ADVERTISING, IN THAT IT SOUGHT TO ATTRACT PEOPLE’S ATTENTION BY INTERRUPTING THEM AND THAT’S HOW WE ARRIVE TO THE NEXT PHASE.
  19. 19. E – THE EVOLUTION OF ADVERTISING SINCE 1992 (APPROX. 230 WORD) II. 2000 – AS I SEE IT, A LOT OF THINGS HAPPENED HERE. THE THEME OF THIS PHASE COULD BE: THE DIGITAL AGE. IN TERMS OF PLATFORMS, TODAY’S SOCIAL MEDIA, ONLINE VIDEO AND MOBILE ADVERTISING HAVE MORE IMPORTANCE THAN TV OR OTHER ATL SOLUTIONS, BECAUSE THE EVOLUTION OF TECHNOLOGY DID NOT STOP IN THE 20TH CENTURY. ADDITIONALLY THERE HAS BEEN AN IMPORTANT SOCIAL MEDIA REVOLUTION TOO, WHICH IS STILL HAPPENING NOW THANKS TO THE MILLIONS OF EVERYTHING WHICH ARE CONSTANTLY REQUESTING OUR ATTENTION. SO WHAT DOES IT ALL MEAN? ON THE WHOLE, AS A CONSEQUENCE IT MEANS THAT (TODAY) BRANDS CREATE MOSTLY DIGITAL EXPERIENCES USING DYNAMIC CONTENT INFORMED BY THE DIGITAL FOOTPRINTS CONSUMERS LEAVE BEHIND.
  20. 20. F – DATA INTERPRETATION PLANNERS OFTEN HAVE TO EXAMINE AND INTERPRET DATA. LOOK AT THE CHART BELOW. WHAT ARE THREE THINGS YOU CAN INFER FROM THIS DATA? (250 WORD MAXIMUM)
  21. 21. F – THE THREE MOST IMPORTANT CONCLUSIONS ABOUT THIS CHART (APPROX. 250 WORD) NOWADAYS WE CAN SAY THAT EVERYBODY IS ON FACEBOOK. ESPECIALLY GEN Z’S FAMILIES AND GEN Y TOO. BUT GEN Z DOES NOT LIKE IT, BECAUSE IT’S VERY EMBARRASSING IF THEIR PARENTS OR GRANDPARENTS LEAVE A COMMENT UNDER THEIR „SECRET” PICTURES /MOMENTS. TRULY THEY ARE JUST ON FACEBOOK BECAUSE THEY’RE DIGITAL NATIVES AND LIKE CHATTING IN MESSENGER OR LOOKING THROUGH THE NEWS ON FACEBOOK ON THEIR MOBILES. GEN Z IS SHIFTING TO A MENTALITY OF SHARING ONLY SPECIFIC STORIES WITH SPECIFIC PEOPLE VIA SPECIFIC SOCIAL CHANNELS. ACTUALLY THAT’S WHY SNAPCHAT AND INSTAGRAM ARE THE DESTINATION PLATFORMS FOR GEN Z’S HIGHLY PERSONAL NETWORKS. THEY USE THEM BECAUSE THEY ARE CONSIDERED MORE SELECTIVE. TUMBLR AND TWITTER ETC., WHICH WERE POPULAR IN 2014, ARE NOW A LITTLE BIT RETRO AS FAR AS THEY ARE CONCERNED. I II
  22. 22. F – THE THREE MOST IMPORTANT CONCLUSIONS ABOUT THIS CHART (APPROX. 250 WORD) IT WAS A VERY SURPRISING FACT THAT YOUTUBE WASN’T MENTIONED ON THIS CHART, BECAUSE LOTS OF RESEARCH PROVES THAT YOUTUBERS (ONLINE INFLUENCERS) AND LIVE GAMING (eSPORT BROADCASTING) ARE VERY POPULAR AMONG GENERATION Z ON THIS SOCIAL MEDIA PLATFORM. YOUTUBERS SPEAK TO GENERATION Z IN A WAY “TRADITIONAL” CELEBRITIES CAN’T. THEY’RE EASY TO RELATE TO, HONEST AND TRUSTWORTHY. WITH SUCH AN ACTIVE FANBASE, YOUTUBE OFFERS BRANDS ENORMOUS POSSIBILITIES. III FACEBOOK QUICKLY RECOGNIZED THIS SOCIAL MEDIA REVOLUTION AMONG AMERICAN YOUTH AND BOUGHT INSTAGRAM AND WHATSAPP WHERE THE NUMBER OF USERS GREW FROM 2014 TO 2015. I THINK INSTAGRAM IS GOING TO BE ONE OF THE KEY MEANS BY WHICH FACEBOOK CAN REACH GENERATION Z AND COMPETE WITH SNAPCHAT, BECAUSE INSTAGRAM COULD BE A PLACE OF SELF-EXPRESSION AND CREATIVITY TO GEN Z.
  23. 23. THANK YOU FOR YOUR ATTENTION!

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