CMM Strategic Marketing session Ruud Janssen #MPI #CMM2011 Dallas October, 2011

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CMM Certification in Meetings Management Strategic Marketing session presented by Ruud Janssen #MPI #CMM2011 Dallas October, 2011 more resources for MPI CMM Strategic Marketing here Http://bit.ly/CMMmarketing more on MPI Meeting Professionals International can be found here http://www.mpiweb.org

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CMM Strategic Marketing session Ruud Janssen #MPI #CMM2011 Dallas October, 2011

  1. 1. CMM Strategic Marketing Dallas, TX, USA 19 October 2011©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  2. 2. what’s your CMM story?©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  3. 3. people remember how you made them feel ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  4. 4. hashtag = #CMM2011 1 x Timekeeper 1 x Conscience 54 x Photographers ? x Swiss chocolate fanssource = http://adsoftheworld.com/media/print/google_maps_street_view_powerstation ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  5. 5. Ruud Janssen, CMM = Rudolph without the (olph) @ruudwjanssen ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  6. 6. www.tnoc.ch©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  7. 7. image source =  http://www.flickr.com/photos/7855449@N02/2780450460/in/set-72157606844282993/ ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  8. 8. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  9. 9. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  10. 10. digital nomad©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  11. 11. what is it we really want?©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  12. 12. value creation in this CMM class ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  13. 13. what do you want?©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  14. 14. more choices….©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  15. 15. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  16. 16. strategic marketing CMM Dallas, TX, USA 19 October 2011 bit.ly/CMMmarketing©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  17. 17. strategic marketing Objective 1 Identify and explore the shifts in marketing©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  18. 18. strategic marketing Objective 2How to develop an innovative business model and market your value proposition©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  19. 19. strategic marketing Objective 3 Explore opportunities of Social Media and Hybrid formats©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  20. 20. Marketing strategy - Business plan ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  21. 21. Marketing strategy - Business planPEST (Political, Economical, Socio-cultural, Technological analysis) ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  22. 22. Marketing strategy - Business planPEST (Political, Economical, Socio-cultural, Technological analysis)SWOT (Strong, Weak, Opportunities, Threats) ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  23. 23. Marketing strategy - Business planPEST (Political, Economical, Socio-cultural, Technological analysis)SWOT (Strong, Weak, Opportunities, Threats)market potential, competition, positioning,benchmarking (vs innovation?) ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  24. 24. Marketing strategy - Business planPEST (Political, Economical, Socio-cultural, Technological analysis)SWOT (Strong, Weak, Opportunities, Threats)market potential, competition, positioning,benchmarking (vs innovation?)Strategy - objectives - segments - actions - organization- measurement - follow-up ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  25. 25. Marketing strategy - Business planPEST (Political, Economical, Socio-cultural, Technological analysis)SWOT (Strong, Weak, Opportunities, Threats)market potential, competition, positioning,benchmarking (vs innovation?)Strategy - objectives - segments - actions - organization- measurement - follow-upAnd the most important … intuition ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  26. 26. 4 hours of Swiss army knife marketing? ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  27. 27. How the Swiss prepare for the winter? ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  28. 28. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  29. 29. we can now see the full contextsource = http://adsoftheworld.com/media/print/google_maps_street_view_powerstation ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  30. 30. delete everything you know about marketing ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  31. 31. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  32. 32. roadmapStep 1. Baseline - Where we are todayStep 2. The Burning PlatformStep 3. What we haveStep 4. What we need ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  33. 33. roadmapStep 1. Baseline - Where we are todayStep 2. The Burning PlatformStep 3. What we haveStep 4. What we need ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  34. 34. history of marketing in <3 min ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  35. 35. Ansoff?©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  36. 36. sociological impact ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  37. 37. Portfolio management BCG growth-share matrix ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  38. 38. Ansoff matrix?©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  39. 39. Post -Consumer Era ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  40. 40. Marketeers ~ <3 Conversation ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  41. 41. Rogers / Moore Adoption lifecycle ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  42. 42. Gartner Hype Cycle©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  43. 43. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  44. 44. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
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©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA Copyright holder is licensing this eBook under the Creative Commons License, Attribution 3.0 http://creativecommons.org/licenses/by/3.0/ Please feel free to post this eBook on your blog, email it, or link to it with whomever you believe will benefit from reading it.
  46. 46. !"#$%"&()&*+,-&#-+".&$"#$%"&+,/"0!"#$%&()$#*+) ;72843.))A48) 234) =CE=9=CD) 8/6) 9/) A42>;A/C4<) 2C>) 8/6) 234) 2) P=D634) /69) A/H) 9/) 2>>)(,--.))!,#!-,)$#. 4O;43=4C14) 9A4) :;;74) 7=54<9874) ?4?G43)/5)9A4)176G.))A=C0)G210) </?49A=CD) 9/) 8/63) ;3/>619) 9A29)-//0) 123456778) 29) :;;74+<) =!/>) 2C>) 9/)G41/?4) ;239) /5) 9A4) =!/>) 9/)9A4)"3<9)!/H43R//0)F)=9)H2<)2) >/4<) 5/3)8/6) HA29):;;74+<)HA=94)1/??431=27<.) )@/6+77) <44) 7/9<) /5) 1/??6C=98.))%<4) 2C8)/9A43)M!N) 6C=S64) >230) D348) 1/7/3) T=9) H2<) A42>;A/C4<) >/L) D=E4) ;4/;74) 2C)A2;;8B) 4C43D49=1) ;4/;74) >2C1=CD) ;72843) 2C>) 8/6+77) A423) D//>) ;29943C4>) 25943) 2) 1/7/3) 42<8) H28) 9/) <477) 5/3) 8/6) *+3%")=C) <=7A/64994) 2D2=C<9) 2) 1/7/3567) ?6<=1.) ) %<4) 2C) =!/>) 2C>) 8/6+77) >4<=DC4>) G8) IA=37;//7+<) ?20=CD) 9A4?) 5447) 7=04) 9A48) 234)2C>) 4E43F1A2CD=CD) G210D3/6C>.) ) 2""%) D//>.))@/6+77) "9) =C.) )!3/>619) "453=D4329/3) 34<4231A) 9/) ;239) /5) 2C) 4O176<=E4)176G.)) M/34)*/9=14) 9A4) >=<9=C19=E4) HA=94) 5429634<)>/C+9)134294)52C<.))P/16<) A=>4)/3)47=?=C294)"CD43;3=C9<U))VC) 2G/69)9A=<)=C)&A2;943)N.A42>;A/C4<)!/H=CD) =C) 6C=</C)9/) /C) HA29) ;4/;74) >/) 2C>) <A/H) G/9A) 12<4<B) 9A4) >=<9=C19=E4) D348)9A4) /HC43+<) ?/E4?4C9<.) )IA29) A/H)9A48)5447)6<=CD)8/63)<9655. !/H43R//0) 12<4) 2C>) 9A4) ?/34)8/6)>/C+9)<44)=<)2) 5/16<)/C)=!/>.) ) 3414C9) HA=94) =!/>) A42>;A/C4<) (Q#I)IQ:)M:,"(. 234)<9296<)<8?G/7<)T2C>) 6C=S6478)*/) 17/<4F6;<)/5)A/H)8/6) <47419) A/<4) HA=94) =!/>) A42>;A/C4<) :;;74.U) ),E4C)9A4)D7/H=CD):;;74)2) </CD) /3) 2>J6<9) 9A4) E/76?4) H434)C/9)>4<=DC4>)G8)4CD=C443<)F) 7/D/) H2<) "O4>) 9/) G4) 3=DA9F<=>4)74E47.))IA8) H/67>):;;74)9204)277) 9A48)234)2) ;634):;;74) ?23049=CD) 6;) 5/3) /9A43<) T=9+<) 6;<=>4) >/HC)9A4) 9=?4) 9/) ?204) 2) D3429) 6<43) 93=10) >4<=DC4>) 9/) ?204) 9A4) 9/)8/6)HA4C)8/6)/;4C)8/63)C4H)=C9435214)/C78) 9/) 1#-) <A/H) =9) /C) E=<=G74) ;239) /5) 9A4=3) ;3/>619) 2) M21R//0)G4126<4)8/6)234)<477=CD)9474E=<=/CK))A4)342</C)=<)<=?;74L) ) <9296<) <8?G/7.) ) I423) HA=94) 9A4)G32C>)9/)/9A43<)5/3):;;74.)U:;;74) =<C+9) <477=CD) 8/6) 2C) M!N) ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, MarketingApple.comThis eBook courtesy of Steve Chazin, former Apple, Inc. sales and marketing executive. Page 3 Copyright @ 2007 TX, USA All Rights Reserved
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©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, MarketingApple.comThis eBook courtesy of Steve Chazin, former Apple, Inc. sales and marketing executive. Page 4 Copyright @ 2007 TX, USA All Rights Reserved
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©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, MarketingApple.comThis eBook courtesy of Steve Chazin, former Apple, Inc. sales and marketing executive. Page 5 Copyright @ 2007 TX, USA All Rights Reserved
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©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, MarketingApple.comThis eBook courtesy of Steve Chazin, former Apple, Inc. sales and marketing executive. Page 6 Copyright @ 2007 TX, USA All Rights Reserved
  50. 50. !"#$#%&()*+(+,%-./(01"#(2"&/13#&4!"#$%&"&()*&!**+, %9& 62./2& H32;& 2;1& >.<0.5345,& &+990& .2& 2;1& 3=>9/2.42& H;321& @>>71& 623<01/6T& & (;1&-./012345&36&.77&.89:2&2;1&<9=>7121&>.<0.51,& & 3K;941& 89FO& & !417B& </.D21AN& H32;& 1F2/.& 1F>1/314<1& 9D& 9>14345& .4& @>>71& >/9A:<2&?.70&3429&.4&@>>71&629/1&.4A&B9:C77&D117&7166& 29:<;16& 7301& E17E12G734345& /1=3436<142& 9D& .& 81<9=16&941& =9/1& 2;345& 29& 6;./1& H32;& 2;1&7301&B9:&./1&34& .&629/1& .4A&=9/1&7301&B9:C/1& !41& H.2<;& 89F,& &(;1& 3K;941& /1626& 34& .& 234B& H9/7A& G& M99571& 2;1& >712;9/.& 9D&Q:489F345R&34&.& =:61:=,&&(;36&53E16&D:2:/1&<:629=1/6&.& 7:<321& 81AN& </.A7345& 2;1& 63216&A1A3<.21A& 29&6;./345& 2;1&1F>1/314<1&9D&<;.4<1& 29& 1F>1/314<1& 2;1& >/9A:<2& .=945& 98P1<2& AC./2,&&J4<7:A1A& 36& 9>14345& .& 41H& >.<0.51,& & "47B& @>>71& .4A&92;1/& 7301G=34A1A& >19>71& 34& .& 6.D1& .4A& D:4& .& 234B& >.=>712& <.771A& %94B&/.21&.&;35;&4:=81/&9D&>19>71&1.51/&29&14E3/94=142,&&-.01&B9:/&H186321&D117&7301&.4& Q!3451/&(3>6R&S<:21N&;:;T& 6;./1&H32;&2;1&H9/7A,&&-.01&5/1.2& >.<0.5345&@>>71& 629/1& G& 6://9:4A& 2;1& >/9A:<2& H32;& .4A& .& <71.4345& <792;& S.7945& H32;& 2;1& .77G .4A& B9:C77& ;.E1& 1./4& B9:/& 9H4& D.46,& &@4A&21623=943.76&.4A&<:629=1/&D11A8.<0,&& /1=1=81/&2;.2&D.4&36&6;9/2;.4A&D9/&D.4.23<, (;1&-.<&H.6&492&P:62&1.631/&29&:61&2;.4&2;1&%(@I(&?J()&()*&K@#L@MJM, K#&G&32&.769&;.A&62B71,&&%2B71&%&&@>>71C6&8/.4A,& &-.4B&=./0121/6&D9/512&2;.2&2;13/&/17.23946;3>& #/1.23E1& >19>71& 5/.E32.21& 29& 32& 81<.:61& 32&H32;&2;1&<:629=1/&/1.77B&62./26&)5/#&2;1B&8:B& D/116& 2;13/& 8/.34& D/9=& ;.E345& 29& Q:61R& .&D/9=& B9:,& & -.01& 2;13/& !/62& 1F>1/314<1& & <9=>:21/,& & U163541/6N& .:2;9/6N& ./23626& .4A&=1=9/.871,&&I1=1=81/N&B9:&./1&<9:42345&94& 01"#(2"&/13#&&./1&.77&D.46&9D&599A&A16354&.4A&B9:/& <:629=1/6& 29& ;17>& 6>/1.A& 2;1& H9/A& G& /16>94A&29&2;961&1F2/.N&2;9:5;2D:7&29:<;16,&&.4A&2;1B&411A&>96323E1&1F>1/314<16&29&6;./1,& & ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, MarketingApple.comThis eBook courtesy of Steve Chazin, former Apple, Inc. sales and marketing executive. Page 7 Copyright @ 2007 TX, USA All Rights Reserved
  51. 51. what are your top challenges? ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  52. 52. 3 step strategic marketing1 Develop your Strategy2 Create Tools & Processes3 Generate & Manage Customers / Stakeholders ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  53. 53. 3 steps of strategic marketing1 Develop your Strategy2 Create Tools & Processes3 Generate & Manage Customers / Stakeholders ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  54. 54. building blocks of strategic marketing ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  55. 55. 3 steps of strategic marketing1 Develop your Strategy2 Create Tools & Processes3 Generate & Manage Customers / Stakeholders ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  56. 56. building blocks of strategic marketing ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  57. 57. 3 steps of strategic marketing1 Develop your Strategy2 Create Tools & Processes3 Generate & Manage Customers / Stakeholders ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  58. 58. 29 building blocks of strategic marketing ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  59. 59. your top challenges©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  60. 60. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  61. 61. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  62. 62. symantics - vocabulary©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  63. 63. what do you when things go sour ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  64. 64. this is a product©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  65. 65. this is a logo©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  66. 66. this is a brand.©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  67. 67. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  68. 68. So what exactly is a brand?©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  69. 69. HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS STRATEGY AND DESIGN©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  70. 70. A VISUAL PRESENTATION BY MARTY NEUMEIER NEUTRONLLC.COM©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  71. 71. WHAT YOU’LL LEARN: 1 A modern definition of brand 2 The five disciplines of brand-building ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  72. 72. READY?©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  73. 73. FIRST A brand is not a logo. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USANEUTRONLLC.COM
  74. 74. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  75. 75. X©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  76. 76. FINALLY A brand is not a product. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USANEUTRONLLC.COM
  77. 77. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  78. 78. A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION.©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  79. 79. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  80. 80. In other words…©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  81. 81. IT’S NOT WHAT YOU SAY IT IS. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  82. 82. IT’S WHAT THEY SAY IT IS. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  83. 83. WHY IS BRANDING SO HOT? 1 People have too many choices and too little time 2 Most offerings have similar quality and features 3 We tend to base our buying choices on trust ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  84. 84. THERE ARE 1,349 CAMERAS ON THE MARKET. HOW DO YOU DECIDE WHICH ONE TO BUY? ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  85. 85. TRUST ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  86. 86. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  87. 87. $ Does a brand have a dollar value?©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  88. 88. 5 ways to measure brand value: 1 PRICE PREMIUM 2 CUSTOMER PREFERENCE 3 REPLACEMENT COST 4 STOCK PRICE 5 FUTURE EARNINGS ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  89. 89. BS = BANG bSUCCESS BUCK ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  90. 90. BrandBusiness©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  91. 91. PREDICTIONBRAND WILL BECOME THE MOST POWERFULSTRATEGIC TOOL SINCE THE SPREADSHEET. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  92. 92. PROBLEMIn most companies, STRATEGY is separated from CREATIVITY by a wide gap. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  93. 93. STRATEGIC THINKERS CREATIVE THINKERS Analytical Intuitive Logical Emotional Linear Spatial Numerical Visual Verbal Physical ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  94. 94. DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  95. 95. When both sides work together, you can build a charismatic brand. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  96. 96. A CHARISMATIC BRAND is any product, service, or organization for which people believe there’s no substitute.©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  97. 97. QUIZ : NEUTRONLLC.COMWhich of these brands are charismatic?AMAZON HITACHI OXO GOODGRIPSAPPLE HOME DEPOT PEPSI-COLABURGER KING IKEA PRELLCOLDWATER CREEK KMART RCADASANI KRISPY KREME REEBOKDISNEY LEVI’S RUBBERMAIDDK BOOKS LONGS DRUGS SAFEWAYEVEREADY MACY’S SAMSUNGFORD MINI COOPER SEARSGENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINESGOOGLE NISSAN UNITED ARTISTSHANES NORDSTROM VIRGIN ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  98. 98. QUIZ : NEUTRONLLC.COMWhich of these brands are charismatic?AMAZON HITACHI OXO GOODGRIPSAPPLE HOME DEPOT PEPSI-COLABURGER KING IKEA PRELLCOLDWATER CREEK KMART RCADASANI KRISPY KREME REEBOKDISNEY LEVI’S RUBBERMAIDDK BOOKS LONGS DRUGS SAFEWAYEVEREADY MACY’S SAMSUNGFORD MINI COOPER SEARSGENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINESGOOGLE NISSAN UNITED ARTISTSHANES NORDSTROM VIRGIN ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  99. 99. Any brand can be charismatic.©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  100. 100. IF A BRAND LOOKS LIKE A DUCK AND SWIMS LIKE A DOG, PEOPLE WILL DISTRUST IT. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  101. 101. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  102. 102. Ansoff? Let’s Prioritize©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  103. 103. Marketing Challenges ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  104. 104. Ansoff? what we want?©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  105. 105. Pricing strategy©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  106. 106. Market Ansoff? Fair Share Share / ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  107. 107. synchronized©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  108. 108. Ansoff?tailored to our needs ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  109. 109. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  110. 110. Fan Strategy?©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  111. 111. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  112. 112. Slice & Dice©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  113. 113. Marketing Metrics? ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  114. 114. Who do you trust? ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  115. 115. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  116. 116. Business Model Canvas -UNDER CONSTRUCTION- ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  117. 117. you are in the driver seat©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  118. 118. business models are temporary structures ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  119. 119. require constant rethinking! ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  120. 120. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  121. 121. you are the prototype designer ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  122. 122. framework of thinking©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  123. 123. multiple perspectives©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  124. 124. to articulate the go to market strategy ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  125. 125. on a global scale©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  126. 126. foundation for market success ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  127. 127. you have the power©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  128. 128. to guide the boardroom©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  129. 129. make your ideas come to life ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  130. 130. celebrate differences of opinion ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  131. 131. how do we instigate the change? ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  132. 132. facemash survives Ad Board ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  133. 133. too much success = trouble ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  134. 134. facebook business model on 1 page ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  135. 135. roadmapStep 1. Baseline - Where we are todayStep 2. The Burning PlatformStep 3. What we haveStep 4. What we need ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  136. 136. do we have a burning platform? or business as usual ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  137. 137. innovation is relentlessare we innovative?©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  138. 138. we have to agree on a business model + plan to execute the model business as unusual ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  139. 139. business as unusual©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  140. 140. you know you like your idea... ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  141. 141. how do you know they like your idea... business as unusual ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  142. 142. we have to define what’s in it for them business as unusual ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  143. 143. Where do we begin? ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  144. 144. Long Tail of Eventswhat do meeting owners and planners want?Event Popularity Head: 20% Tail: 80% Possible Events ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  145. 145. where is the major shift? YESTERD AY TOMORROW Top down, one way Bottom up, two wayevents organized by a events. Participants committee. contribute to planning.Visitors sit, listen and Participants engagecomment. Event has a themselves throughout static website. the event – also online. Results get Results are effectivelyineffectively shared. shared online. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  146. 146. what does the environment look like? Online Educa TED AMD Virtual Typical presentation Experience Typical online presentation H I G H LY D E F I N E D Panel discussion Le Web Typical virtual conference CMM Lightning talks Typical Second Life presentationSTRUCTURE Connectivism Fish Bowl Code camp Online Conference FACE-TO-FACE TECH-HEAVY Speed Geeking Grasping the Future SELF-ORGANIZING Pecha-Kucha Assembly World Café Reboot MashPit SuperHappyDevHouse Barcamp Unconference Campfire conversation Method VIRTUALITY ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA Event
  147. 147. STRUCTURE METHOD CONTENTTOP DOWN – ONE WAY PASSIVE – STATIC INEFFICIENTLY SHAREDBOTTOM UP – TWO WAY PARTICIPATIVE - DYNAMIC EFFECTIVELY SHARED and how do we drive the shift ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  148. 148. and how do we drive the shift Before During After Iterative Planning Extended Events Online SharingPlanners Participants Online Face-to-face Experience Reflection ! Schedule ! Presentations! Checklists ! Conference wiki ! Profiles ! Notes and recordings! Dates ! Presenters ! Backchannel chat ! Media ! User-generated content! RSVPs ! Methods ! Social networking ! Blogs ! Lessons learned! Topics ! Venue ! Live streaming ! APIs ! Content dissemination ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  149. 149. Successful Event DNAanalyse - create methodology - package for future use Digital Analog ! Digital is primary: ! When more “bandwidth” everything starts and is needed, synchronicity ends in digital of interaction and ! Mainly asynchronic or interaction goes semi-synchronic face-to-face interaction ! Always linking back to digital at every point of interaction ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  150. 150. roadmapStep 1. Baseline - Where we are todayStep 2. The Burning PlatformStep 3. What we haveStep 4. What we need ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  151. 151. 4 project components©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  152. 152. 1) assess demand for product or services ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  153. 153. 2) pathways to implement delivery of products/services ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  154. 154. 3) secure funding for development ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  155. 155. 4) develop plan and deliver©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  156. 156. roadmapStep 1. Baseline - Where we are todayStep 2. The Burning PlatformStep 3. What we haveStep 4. What we need ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  157. 157. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  158. 158. sketching your business model ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  159. 159. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  160. 160. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  161. 161. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  162. 162. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  163. 163. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  164. 164. CMM business model convass ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  165. 165. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  166. 166. back to 2001 -> iPod / iTunes Team Activity1) Draft an empathy map of yourself as amusic consumer2) Sketch a Business Model Canvass of theiPod / iTunes business model ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  167. 167. Empathy Map from 4 perspectivesmeeting owner meeting organisernon-participant participant ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  168. 168. CMM, strategic marketing meeting owner©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  169. 169. CMM, strategic marketing 19 October 2011 meeting organiser©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  170. 170. CMM, strategic marketing 19 October 2011 non-participant©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  171. 171. CMM, strategic marketing 19 October 2011 participant©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  172. 172. Day Month Year CMM, prototype No.Who are our Key Partners? What Key Activities do our Value Propositions require? What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value?Who are our key suppliers? Our Distribution Channels? Which one of our customer’s problems are we helping to solve? Segments expect us to establish and maintain with them? Who are our most important customers?Which Key Resources are we acquiring from partners? Customer Relationships? What bundles of products and services are we offering to each Customer Segment? Which ones have we established?Which Key Activities do partners perform? Revenue streams? Which customer needs are we satisfying? How are they integrated with the rest of our business model? 19 Octobert 2011 How costly are they? 001 What Key Resources do our Value Propositions require? Through which Channels do our Customer Segments Our Distribution Channels? Customer Relationships? want to be reached? Revenue Streams? How are we reaching them now? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines?What are the most important costs inherent in our business model? For what value are our customers really willing to pay?Which Key Resources are most expensive? For what do they currently pay?Which Key Activities are most expensive? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues? This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  173. 173. back to 2001 -> iPod / iTunes ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  174. 174. What next?©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  175. 175. ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  176. 176. What next?©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  177. 177. What opportunities do we have in meetings & events? ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  178. 178. ExamPreparation & Success ©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA
  179. 179. CMM Strategic Marketing Dallas, TX, USA 19 October 2011©2011 | @ruudwjanssen | #CMM2011 | http://www.tnoc.ch | Dallas, TX, USA

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