Kidspropertiesandplanningv5

894 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
894
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Kidspropertiesandplanningv5

  1. 1. KIDS' PROPERTIES AND CROSS MEDIA PLANNING<br />Marketing <br />by<br />E-Partizipation<br />
  2. 2. Agenda<br />2 verypracticalexamples<br />1 lessontheory<br />1 practicalexampleagain<br />&<br />6 conclusions<br />
  3. 3.
  4. 4.
  5. 5.
  6. 6.
  7. 7.
  8. 8. Conclusions<br />#1 The crowdislearningfromthe web!<br />ergo<br />#2 The creativityisbecomingborderless!<br />
  9. 9.
  10. 10.
  11. 11.
  12. 12.
  13. 13.
  14. 14.
  15. 15.
  16. 16.
  17. 17.
  18. 18.
  19. 19.
  20. 20.
  21. 21.
  22. 22.
  23. 23.
  24. 24.
  25. 25.
  26. 26. Conclusions<br />#3 Givethecommunity a chancetobepartof it.<br />#4 Letthemtelltheirownstoryswithyourcharacters<br />#5 Fix – Guide - Earn<br />
  27. 27. Ecoworldfor Kids Content<br />Competitors<br />Public<br />Technology Suppliers<br />Customers relatives<br />Customers mates<br />Customers teachers<br />Distributors<br />Mobile<br />Customers<br />Technology Partners<br />Broadcasters<br />Artists<br />Investors<br />Merchandisers<br />Games<br />Web<br />
  28. 28. Market Approach for Kids Content<br />Tools<br />Content<br />Communication<br />Events<br />Market levels<br />Creators, partners<br />Characters, logo, identification<br />A - Messages<br />Intranet, Alerts, Chats, Forums<br />A - Events<br />Distributors<br />Content, logo, slogan<br />A - targetgroupmessages<br />visits, networking<br />letters, E-Mail<br />Broadcasters<br />Content, brand, slogan<br />A - targetgroupmessages<br />Networking, letters, visits<br />Content<br />Public<br />Press release<br />Fax, E-Mail<br />Media <br />conference<br />Webchannels<br />Channel adaptedcontent<br />Postings, Uploads<br />Teachers<br />How-to –use- content<br />A - targetgroupmessages<br />Webpage, Newsletter<br />Summer sessions<br />Webpage<br />Parents, family<br />What-to-present- content<br />A – targetgroupmessages<br />Homepages<br />Skype <br />conferences,<br />Kids<br />Main contentandcharacters<br />Uploads & downloads<br />
  29. 29. Integrated Cross Media Strategy<br />Resources<br />Forms<br />Objects<br />Goals<br />Time frame<br />Long term<br />Standard messages, arguments, pictures<br />Consistencyoriginality,<br />commonground<br />Content integration<br />functional<br />Thematicadjustmentbyconnectinglines<br />instrumental<br />horizontal<br />vertical<br />Formal integration<br />Compliance with formal design principles<br />Presence, conciseness, clarity<br />Standard Signs/Logos, Slogans byfonts, size und colours<br />Mid & longterm<br />Coordinationwithinandbetweenplanningperiods<br />Consistency,<br />continuity<br />Event Planning "timing“<br />Short & midterm<br />Time integration<br />AdaptedbyBruhn&Boenigk 1999<br />
  30. 30. Open Development of Kids Content<br />Recruiting, Akquisition<br />Creation<br />Communitybuilding<br />Characters,<br />Context,<br />Styles,<br />Brand,<br />etc.<br />Blog,<br />Intranet,<br />Web<br />Uploads<br />Vids<br />Pics<br />Cooperation<br />Partner,<br />CoWorkers<br />(Ruledescriptions)<br />Seedmoney<br />FFF<br />Merchandiser<br />etc.<br />Supplier,<br />Artists,<br />Musicans,<br />Moderators<br />etc.<br />Twitter,<br />Facebook,<br />Youtube<br />Pics<br />Shots<br />Licensing, Co-Branding<br />Recruiting, Akquisition<br />Storytelling<br />Game<br />Earning,<br />Earning,<br />Earning<br />...<br />Startingoveragain- withthe same BRAND<br />Game<br />Idea Script<br />Game<br />App<br />Development<br />Game<br />Distribu-tion<br />YouTube<br />Series<br />< 2‘<br />Broadcast Series<br />> 5‘<br />iPad<br />Comic<br />Merchandising<br />Boardgame,<br />Outdoor,<br />Cuttletoys<br />etc.<br />
  31. 31. The Chance of New Media Marketing<br />RRS Feeds<br />SEO<br />Blogs<br />Wikis<br />Nanocasting<br />The all e-channel<br />approach<br />Landing Pages<br />E-mail<br />Apps<br />Skype<br />Mashups, <br />Widgets<br />Many-to-one<br />Webinars<br />Affiliate Programms<br />
  32. 32. Value Chain<br />
  33. 33. The #6 And Last Conclusion<br />10 Million sales<br />in 10 days!<br />
  34. 34. P.S. ChangingofBehaviorParadigm<br />
  35. 35. P.S.S. A Cup of Coffee - with Love... <br />
  36. 36. Backup<br />
  37. 37. The MomentumEffect<br />The word ‚momentum‘ referslooselytothe ‚momentumeffect‘. The momentumeffectis a phenomenonbywhich, underspecificconditions, exceptionalorganicgrowthisgreatedthatfeeds on itself. Thisexceptionelgrowthwe will simplycall ‚momentumgrowth‘.<br />J.C Larreche<br />
  38. 38. Momentum-poweredfirms<br />Firm Years Firm Years<br />Apple 10 Nike 10<br />BMW 30 Rentokil 20<br />Dell 10 Sony 10<br />FedEx 30 Starbucks 10<br />First Direct 15 Swatch 10<br />IBM 50+10 Tetra Pak 20<br />IKEA 20 Toyota 10<br />Johnson&Johnson 30 VirginAtlantic 20<br />Microsoft 20 Wal-Mart 30<br />J.C Larreche<br />
  39. 39. The Value CreationProcess<br />Value Extraction<br />Focus: Internal Efficiency<br />Value Capture<br />Focus: Partner andcompetitors<br />Value Origination<br />Focus: Customers<br />J.C Larreche<br />
  40. 40. The TwinEnginesOfMomentum<br />Vibrant Satisfaction<br />Compelling Value<br />Vibrant Retention<br />Power Offer<br />Design<br />Power Offer<br />Execution<br />Compelling<br />Insights<br />Vibrant Execution<br />Compelling Equity<br />MomentumExecution<br />Momentum Design<br />J.C Larreche<br />
  41. 41. Momentum Design AtSkype<br />Compelling Value<br />What do thesecustomersvalue?<br />Communication, Low cost, Reliability, Freedom ofAcess, Sharedenjoyment<br />Compelling<br />Insights<br />Whatthecustomerinsight?<br />Extendinternetchatto live internetaudioandvideochat<br />Power Offer<br />Design<br />What‘stheoffer?<br />‚The wholeworldcan talk forfree‘<br />Convienient, lowcost, enjoyableaudio & videotelephoneforbroadbandinternetusers<br />Compelling Equity<br />Whatvalue do theyhavetoSkype?<br />Large baseofinternetsavyconsumerswithhigh potential forpaidpremiumproductsandadvertisingexposure<br />J.C Larreche<br />
  42. 42. MomentumExecutionatSkype<br />Vibrant Satisfaction<br />Whatdrivesemotions?<br />BeatingthetelecomsproviderbetterthanexpectationsFun touse<br />Power OfferExecution<br />What‘stheoffer?<br />‚The wholeworldcan talk forfree‘<br />Convienient, lowcost, enjoyableaudio & videotelefonforbroadbandinternetusers<br />Vibrant Retention<br />What‘sdrivesaction?<br />‚The wholeworldcan talk forfree‘<br />Contactwithcommunity<br />Prompt fromotherusers<br />Already on PC<br />Vibrant Engagement<br />Whatdrivesadvocacy?<br />‚Member‘ of trendy club<br />Sharing a good deal<br />News value<br />J.C Larreche<br />
  43. 43. The Kano Model<br />satisfied<br />Performance<br />Excitement<br />Indifference<br />Need not<br />fullfield<br />Need well<br />fullfield<br />Basic<br />Noriaki Kano<br />dissatisfied<br />
  44. 44. The Power Offer<br />Thatgripbetweencompellingvalueandcompellingequityprovidesthetractionthatstartsmomentum.<br />J.C Larreche<br />
  45. 45. Recent Power Offers<br />BlackBerry Lexus BMW 5 Series Nespresso<br />Boing 787 Nintendo DS Nintendo WiiCemex<br />Commerce Bank Novartis Glivec Corona Red Bull<br />Skype Swatch eBay Facebook<br />Google First Direct Tetra Pak Tom Tom<br />Harry Potter Toyota PriusiPhoneiPad<br />iPod VirginAtlantic<br />J.C Larreche<br />
  46. 46. The ThreePillarsOf A Power Offer<br />Power Crafting<br />Compelling<br />Proposition<br />Compelling Target<br />J.C Larreche<br />
  47. 47. The Momentum Business Model<br />Power Crafting<br />Power Crafting<br />Compelling<br />Proposition<br />Compelling Target<br />Compelling<br />Proposition<br />Compelling Target<br />Power Offer Design<br />Power OfferExecution<br />J.C Larreche<br />
  48. 48. Customer SatisfactionandBehaviour<br />Positive<br />Champions<br />Passive <br />Customers<br />Customer Engagement<br />Neutral<br />Desperados<br />VeryDissatisfied<br />Neutral<br />VerySatisfied<br />J.C Larreche<br />Satisfaction Score<br />

×