Passion in corp campaigns

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How to excite and get people interested

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Passion in corp campaigns

  1. 1. 5 TH MARKETING FORUM, NICOSIA, CYPRUS, DECEMBER 2008 Leda Karabela, IT Pro Marketing Lead MICROSOFT MIDDLE EAST & AFRICA HQ Email: ledak@microsoft.com
  2. 2. PITCHING WITH OOMPH: BE DIFFERENT, BE YOU! Buzz marketing - it’s just something more than a term. Passion - all relationships need it. What can marketers do to create the buzz, attraction, allure and emotional and mental space to get people to act on their sentiments?
  3. 3. PASSION!!!! <ul><li>http://www.youtube.com/watch?v=esrNyIg_SMI </li></ul>
  4. 4. EMOTIONAL CONTAGION, HATFIELD, CACIOPPO, & RAPSON, 1994 <ul><li>Expressed emotions and how they can influence </li></ul>Emotional contagion : the tendency to express and feel emotions that are similar to and influenced by those of others. One view of the underlying mechanism is that it represents a tendency to automatically mimic and synchronize facial expressions, vocalizations, postures, and movements with those of another person and, consequently, to converge emotionally.
  5. 5. THE CASE OF HUSH PUPPIES: SOHO & EAST VILLAGE KIDS
  6. 6. THE BASSET HOUND
  7. 7. 1994-1995: THE TIPPING POINT FOR HUSH PUPPIES
  8. 8. THE NIKE + CASE <ul><li>800,000 runners signed up to run a 10K race in 25 cities globally (Chicago - S. Paolo) </li></ul>
  9. 9. NIKE+ IPOD <ul><li>Nike + 25 city 10K run </li></ul><ul><li>iPod making the connection </li></ul><ul><li>As of August 2008 Nike+ iPod Gym users can record their workouts on Gym equipment including Life Fitness Treadmills, Cross-Trainers and Upright and Recumbent bikes. Users don't need a Sports Kit for this, they simply plug their iPod Nano into the iPod connector on the cardio equipment in their gym. Nike+ lets a user track this data as cardio miles on the web site. </li></ul><ul><li>As of Sept. 2008, Apple has integrated the 2nd generation iPod Touch with built-in Nike+ capabilities, eliminating the need for an external receiver to be connected . </li></ul>
  10. 10. SOCCER & FANS A CASE FOR THE FUTURE <ul><li>FIFA 2010 </li></ul>
  11. 11. HOW TO CONNECT & EXCITE THE FANS <ul><li>Opportunities for novel engagement </li></ul>
  12. 12. LINKAGES <ul><li>Mobile downloads </li></ul>
  13. 13. LINKAGES <ul><li>GPS functionality </li></ul>
  14. 14. PC & MOBILE <ul><li>Don’t miss a thing. Stay connected! </li></ul>
  15. 15. SO, IS THE CORPORATE WORLD CHANGING?
  16. 16. ENTERPRISE FOR THE FUTURE <ul><li>The IBM Global CEO study: Defining the traits for success </li></ul>
  17. 17. IBM.COM/ENTERPRISEOFTHEFUTURE <ul><li>Integration </li></ul><ul><li>“ In the future, we will be talking more and more about the ‘ prosumer’ — a </li></ul><ul><li>consumer/producer who is even more extensively integrated into the value </li></ul><ul><li>chain. </li></ul><ul><li>As a consequence, production processes will be customized more precisely and individually.” </li></ul><ul><li>Hartmut Jenner, CEO, </li></ul><ul><li>Alfred Kärcher GmbH </li></ul><ul><li>ibm.com/enterpriseofthefuture </li></ul><ul><li>I n a recent survey of 1,000 </li></ul><ul><li>retail consumers, 53 percent said </li></ul><ul><li>they used the Internet to compare product features and prices; </li></ul><ul><li>25 percent did so from a mobile device while in a store. </li></ul><ul><li>And one in ten sent text messages to friends and family during shopping trips to get input or share information on products. </li></ul><ul><li>“ 2007 Was the Year of the ‘Omni Consumer’ According to IBM Analysis.” IBM press release. </li></ul><ul><li>December 17, 2007. </li></ul>
  18. 18. SO... HOW COULD YOU INFLUENCE THOSE YOU WANT TO TOUCH?
  19. 19. HOW OLD DO YOU THINK THIS YANKELOVICH POLL IS? <ul><li>NYT: 54% of people avoid buying products that have overwhelmed them with advertising . </li></ul>
  20. 20. THE TIPPING POINT, MALCOLM GLADWELL, 2001 <ul><li>The Few That Lead You To The Many </li></ul><ul><li>In making his case for “The Law Of The Few,” Malcolm Gladwell in his revolutionary book “Tipping Point” reveals the surprisingly large role a small cadre of influencers he calls Connectors, Mavens, and Salespeople play in influencing others. </li></ul><ul><li>Connectors are defined as “people who know lots of people, people with a special gift of bringing the world together; “ </li></ul><ul><li>Mavens are “information specialists, people we rely upon to connect us with new information;” </li></ul><ul><li>Salespeople are “people with the skills to persuade us when we are unconvinced of what we are hearing.” </li></ul>
  21. 21. PASSIONATE MOVEMENTS <ul><li>In closing... </li></ul><ul><li>Marketing guru Seth Godin , says it best in his 2007 “meatball sundae”. </li></ul><ul><li>“ Ideas that spread through groups of people are far more powerful than ideas delivered at an individual.  </li></ul><ul><li>Social change, education, new-product launches, religious movements…it doesn’t matter, the story is the same.  Movements are at the heart of change and growth.  </li></ul><ul><li>A movement — an idea that spreads with passion through a community and leads to change — is far more powerful than any advertisements ever could be.” </li></ul>
  22. 22. THANK YOU! QUESTIONS? COMMENTS? ARGUMENTS? EMAIL ME AT LEDAK@MICROSOFT.COM

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