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COMMUNICATE WITH PEOPLE IN MIND

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CONTENT STRATEGY, OFFER DESIGN, HUMANISTIC MARKETING. Three best practices for companies living in a complex world.

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COMMUNICATE WITH PEOPLE IN MIND

  1. 1. communicate with people in mind CONTENT STRATEGY, OFFER DESIGN, HUMANISTIC MARKETING.Three best practices for companies living in a complex world. Via A. Caccianino, 3 - 20131 Milano www.biscioneassociati.it
  2. 2. LIVING IN a complex WORLD World is complex, we know. THE WORLD www.biscioneassociati.it
  3. 3. LIVING IN a complex WORLD World is complex, we know. It is made up by a huge variety of human interactions and each person has got his peculiar interests and attitudes. THE WORLD interaction with: associates, investors and stakeholders, business communities, ... www.biscioneassociati.it
  4. 4. LIVING IN a complex WORLD World is complex, we know. geographical, sociodemographical, psycographic and behavioural segments It is made up by a huge variety of human interactions and each person has got his peculiar interests and attitudes. THE WORLD The former criteria once adopted interaction with: to segment the world are no associates, investors longer enough. and stakeholders, business communities, ... www.biscioneassociati.it
  5. 5. PEOPLE RATHER THAN CONSUMERS No more just consumers. www.biscioneassociati.it
  6. 6. PEOPLE RATHER THAN CONSUMERS No more just consumers. • We address to people. www.biscioneassociati.it
  7. 7. PEOPLE RATHER THAN CONSUMERS No more just consumers. • We address to people. • People grouped in tribes. www.biscioneassociati.it
  8. 8. PEOPLE RATHER THAN CONSUMERS No more just consumers. • We address to people. • People grouped in tribes. The world is peopled with many worlds. Liquid galaxies, not homogeneous groups of people sharing the same THE WORLD values, cultures, believes, habits. Communities grow up around brands, products, believes, hobbies. www.biscioneassociati.it
  9. 9. CONTENTS focused on relationship The relationship between company and world comes true through sharing. COMPANY www.biscioneassociati.it
  10. 10. CONTENTS focused on relationship The relationship between company and Contents sharing: ideas, infos, images... world comes true through sharing. CONTENTS COMPANY www.biscioneassociati.it
  11. 11. CONTENTS focused on relationship The relationship between company and Contents sharing: ideas, infos, images... world comes true through sharing. CONTENTS COMPANY FORMATS grouped in formats (advertising, brochures, catalogues) www.biscioneassociati.it
  12. 12. CONTENTS focused on relationship The relationship between company and Contents sharing: ideas, infos, images... world comes true through sharing. CONTENTS COMPANY CHANNELS FORMATS grouped in formats conveyed through different channels. (advertising, brochures, catalogues) www.biscioneassociati.it
  13. 13. a new kind of care and a new sensibility are needed To navigate this sea. www.biscioneassociati.it
  14. 14. Three MAIN TASKS 1 The offer: Does it properly enhance the personality and the project of the company? OFFER DESIGN www.biscioneassociati.it
  15. 15. Three MAIN TASKS 1 The offer: Does it properly enhance the personality and the project of the company? OFFER DESIGN 2 The contents: Are they consistently grouped? Are they easily accessible? Do the content’s adressees consider it a CONTENT STRATEGY value? www.biscioneassociati.it
  16. 16. Three MAIN TASKS 1 The offer: Does it properly enhance the personality and the project of the company? OFFER DESIGN 2 The contents: Are they consistently grouped? Are they easily accessible? Do the content’s adressees consider it a CONTENT STRATEGY value? 3 Do company and people talk with each other? Do we know the tribes we refer to? HUMANISTIC MARKETING www.biscioneassociati.it
  17. 17. OFFER DESIGN Visual representation is important to Key concepts set out the offer with a consistent and integrated communication architecture. • Integration. The offer design makes New energy-giving and vital elements the roadmap clearer and gives an holistic enrich the offer to the market. point of view. The management can be more aware of the communication potential of its products and company strategies. • Visuals. Visuals represent systems and relationships much more effectively than COMPANY text and figures. • Organisation. Creative ideas have to preserve their integrity and consistency also in the implementation phase. www.biscioneassociati.it INFOGRAPHIC DESIGN, OFFER architecture
  18. 18. CONTENT STRATEGY Producing and conveying high quality Key concepts contents, respecting the peculiarities of each channel, the overall consistency, the • Conversation. Listen to what the people we are communicating with. people are saying, interacting with useful contributions. • Sustainability. Creating a communication model for a sustainable and successful implementation and conveyance of contents. • Proximity. Putting contents where they need to be found. FORMATS www.biscioneassociati.it CONCEPtS, FORMATs, DESIGN, information Architecture
  19. 19. Humanistic marketing People(to communicate with) and tribes Key concepts (to be understood)rather than target segments. • Images and metaphors. Keeping away from triviality, thinking of new metaphers which highlight the company personality and implement its own project. • Storytelling. Stories aimed at attracting and involving people. • Trends anticipation. Creating new THE WORLD interactions with customers by using advanced techniques (such as games or training). www.biscioneassociati.it Listening, dialogue, stories
  20. 20. www.biscioneassociati.it Via A. Caccianino, 3 - 20131 Milano www.biscioneassociati.it

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