33. traditional marketing
CULTURE
access to the medium is typically
expensive, complex and controlled
heavy investment in
standardized approach
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90. challenge
TRADITIONAL VS. BUSINESS
Half the money I spend on
advertising is wasted; the trouble is
I don't know which half."
- JOHN WANAMAKER
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102. iterative marketing
CONCEPT
creative brief
GOAL: The Best Wedding Cake. Ever.
We’re having a wedding.
People love cake.
We need cake everyone will be
impressed with and love eating.
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210. iterative process
ROADMAP
creative brief
GOAL: The Best Wedding Cake. Ever.
We’re having a wedding.
People love cake.
We need cake everyone will be
impressed with and love eating.
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211. iterative process
ROADMAP
Iteration 1: Yellow Cake Cupcake
with Vanilla Frosting
Hypotheses: Yellow Cake Cupcake with Vanilla Frosting
is the ideal flavor for wedding cakes and is structurally
sound for stacking.
Tactics: Make and distribute 50 cupcakes to random
people. Make a 3 level tower of cupcakes.
Goals: Find a flavor that 75% of people like.
Successfully stack cupcakes.
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223. iterative process
ANALYSIS
Iteration 1: Yellow Cake Cupcake
with Vanilla Frosting
Hypotheses: Yellow Cake Cupcake with Vanilla Frosting
is the ideal flavor for wedding cakes and is structurally
sound for stacking.
Tactics: Make and distribute 50 cupcakes to random
people. Make a 3 level tower of cupcakes.
Goals: Find a flavor that 75% of people like.
Successfully stack cupcakes.
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224. iterative process
ANALYSIS
Iteration 1: Yellow Cake Cupcake
with Vanilla Frosting
Hypotheses: Yellow Cake Cupcake with Vanilla Frosting
is the ideal flavor for wedding cakes and is structurally
sound for stacking.
Tactics: Make and distribute 50 cupcakes to random
people. Make a 3 level tower of cupcakes.
Goals: Find a flavor that 75% of people like.
Successfully stack cupcakes.
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228. iterative process
ANALYSIS
YUMMY?
YELLOW YELLOW CHOC. RED PIE
VANILLA CHOC. CHOC. SATIN
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229. iterative process
ANALYSIS
YUMMY?
YELLOW YELLOW CHOC. RED PIE
VANILLA CHOC. CHOC. SATIN
Hypotheses: Yellow Cake Cupcake with Vanilla Frosting
is the ideal flavor for wedding cakes
Goals: Find a flavor that 75% of people like.
Successfully stack cupcakes.
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230. iterative process
PROBLEM
DEFINITION
DISCOVERY
STRATEGY
}
EXECUTIONAL
ROADMAP
} ANALYSIS
ADJUSTMENT
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