This document provides guidance on effective copywriting and content marketing. It discusses key frameworks like FABS (Features, Advantages, Benefits) and the Six Universal Buying Motives. Case studies are presented on in-trial marketing at Autodesk, which saw lift from 16-19% through targeted nurture campaigns. Challenges of pharmaceutical advertising are also covered, emphasizing the need for emotion-based insights, differentiation within FDA guidelines, and conceptualizing digitally. Overall, the document stresses the importance of understanding audiences and crafting simple, compelling messaging focused on solving personal needs.
Building Loyal Patient Relationships for Botox CosmeticVivastream
The document summarizes Allergan's Brilliant Distinctions loyalty program for Botox Cosmetics. It discusses:
1) The program was launched in 2009 and has over 1 million opted-in members. It uses a points-based system to drive continuity and cross-selling among Allergan's brands.
2) The program has a 100% digital execution including welcome emails, newsletters, promotional emails, and consumer/provider web portals.
3) Research shows the program is successful in getting members to purchase more treatments more frequently and driving base and cross-brand trial. It has been recognized as boosting Allergan's profitability.
The document provides an agenda for the SES Hong Kong 2012 digital marketing conference taking place from September 10-12, 2012 at The Mira Hotel in Tsim Sha Tsui, Kowloon. The two day program includes keynote speeches, panel discussions, and breakout sessions on topics related to digital marketing, social media, search engine optimization, analytics, and more. Presenters will provide case studies, best practices, and lessons learned. The event aims to educate attendees on the latest tools, tactics and strategies for digital marketing success in Asia.
This document provides a summary of Randy Pausch's time management presentation. The presentation covers several key topics:
1. Why time management is important and the problem of wasted time. Pausch notes many people waste about 2 hours per day and signs of poor time management.
2. Tools and strategies for better time management including goal setting, priorities and planning, to-do lists, managing paperwork and calls, self-scheduling, delegation, meetings, and technology.
3. Specific advice in areas like procrastination, comfort zones, saying no, time journals, and general tips like vacations and self-care.
The summary hits the major themes and strategies discussed in Pausch's presentation to
The document discusses key marketing questions for 2013, including how to make multichannel marketing effective, changes to the acquisition model, how to leverage mobile, budget allocation and attribution, and how much to invest in social media. Experts provide perspectives on each topic, emphasizing the importance of understanding customer preferences, measuring performance across channels, and creating valuable content for social platforms.
Mobile's Changing Face: The Multiscreen Impulse EconomyVivastream
The document discusses the rapid advancement of mobile technology over a short period of time. It notes that mobile phones now have 1000x more memory and processing power than the Apollo Guidance Computer. Mobile devices are also increasingly integrated into people's daily lives, with the average person now switching screens 27 times per hour. The document suggests opportunities for businesses to engage customers through targeted mobile content, testing multi-part messages to drive higher conversion rates to online stores and content.
This report analyzes Netflix's business performance from May to July 2012 using data from 8,000 anonymized Netflix emails. It finds that while Netflix was once dominant in DVD rentals and growing rapidly, the company struggled after a 2011 price hike and plan changes upset customers. The report details metrics like new subscriber numbers and trends, free trial conversions, popular rentals and social media performance to understand Netflix's challenges after its missteps and as streaming becomes increasingly important.
The document discusses challenges facing banks as they seek to improve efficiency and profitability. It outlines key business drivers such as cost reduction, improving customer experience, and regulatory compliance. Top Image Systems provides integrated solutions to help banks address these challenges by streamlining operations, reducing costs, enhancing processes, and reducing risk through technology. Their banking platform allows banks to capture, verify, and utilize critical data to drive business processes and deliver value.
How to Blow Open the Doors of Your Mobile Business ResultsVivastream
This document provides information about an event on how to improve mobile business results. It will feature speakers from Urban Airship, AccuWeather, and XtremeLabs discussing mobile relationship marketing and delivering the best mobile experiences across platforms. Attendees can download a guide on good push notifications from UrbanAirship.com.
Building Loyal Patient Relationships for Botox CosmeticVivastream
The document summarizes Allergan's Brilliant Distinctions loyalty program for Botox Cosmetics. It discusses:
1) The program was launched in 2009 and has over 1 million opted-in members. It uses a points-based system to drive continuity and cross-selling among Allergan's brands.
2) The program has a 100% digital execution including welcome emails, newsletters, promotional emails, and consumer/provider web portals.
3) Research shows the program is successful in getting members to purchase more treatments more frequently and driving base and cross-brand trial. It has been recognized as boosting Allergan's profitability.
The document provides an agenda for the SES Hong Kong 2012 digital marketing conference taking place from September 10-12, 2012 at The Mira Hotel in Tsim Sha Tsui, Kowloon. The two day program includes keynote speeches, panel discussions, and breakout sessions on topics related to digital marketing, social media, search engine optimization, analytics, and more. Presenters will provide case studies, best practices, and lessons learned. The event aims to educate attendees on the latest tools, tactics and strategies for digital marketing success in Asia.
This document provides a summary of Randy Pausch's time management presentation. The presentation covers several key topics:
1. Why time management is important and the problem of wasted time. Pausch notes many people waste about 2 hours per day and signs of poor time management.
2. Tools and strategies for better time management including goal setting, priorities and planning, to-do lists, managing paperwork and calls, self-scheduling, delegation, meetings, and technology.
3. Specific advice in areas like procrastination, comfort zones, saying no, time journals, and general tips like vacations and self-care.
The summary hits the major themes and strategies discussed in Pausch's presentation to
The document discusses key marketing questions for 2013, including how to make multichannel marketing effective, changes to the acquisition model, how to leverage mobile, budget allocation and attribution, and how much to invest in social media. Experts provide perspectives on each topic, emphasizing the importance of understanding customer preferences, measuring performance across channels, and creating valuable content for social platforms.
Mobile's Changing Face: The Multiscreen Impulse EconomyVivastream
The document discusses the rapid advancement of mobile technology over a short period of time. It notes that mobile phones now have 1000x more memory and processing power than the Apollo Guidance Computer. Mobile devices are also increasingly integrated into people's daily lives, with the average person now switching screens 27 times per hour. The document suggests opportunities for businesses to engage customers through targeted mobile content, testing multi-part messages to drive higher conversion rates to online stores and content.
This report analyzes Netflix's business performance from May to July 2012 using data from 8,000 anonymized Netflix emails. It finds that while Netflix was once dominant in DVD rentals and growing rapidly, the company struggled after a 2011 price hike and plan changes upset customers. The report details metrics like new subscriber numbers and trends, free trial conversions, popular rentals and social media performance to understand Netflix's challenges after its missteps and as streaming becomes increasingly important.
The document discusses challenges facing banks as they seek to improve efficiency and profitability. It outlines key business drivers such as cost reduction, improving customer experience, and regulatory compliance. Top Image Systems provides integrated solutions to help banks address these challenges by streamlining operations, reducing costs, enhancing processes, and reducing risk through technology. Their banking platform allows banks to capture, verify, and utilize critical data to drive business processes and deliver value.
How to Blow Open the Doors of Your Mobile Business ResultsVivastream
This document provides information about an event on how to improve mobile business results. It will feature speakers from Urban Airship, AccuWeather, and XtremeLabs discussing mobile relationship marketing and delivering the best mobile experiences across platforms. Attendees can download a guide on good push notifications from UrbanAirship.com.
Implementing Marketing Analytics Business PracticesSenturus
Learn how to use technology to improve your ability to measure and implement direct marketing campaigns for greater impact and ROI.
Topics include:
• Why measurement is critical to successful direct marketing campaigns
• Common mistakes in determining what to measure
• Solutions for developing a direct marketing analysis maturity model
• Determining where your organization falls within the direct marketing analysis maturity model
• How to improve your direct marketing results
See a demonstration of how to use technology to achieve true closed loop marketing that measures from touch to sale.
Senturus, a business analytics consulting firm, has a resource library with hundreds of free recorded webinars, trainings, demos and unbiased product reviews. Take a look and share them with your colleagues and friends: http://www.senturus.com/resources/.
Slides from my session at Emerce Etravel... Modern markets are noisy. In our rush to launch products we tend to forget that customers don’t buy what they don’t understand. From working with hundreds of startups there are 5 lessons I learned to build the right product features within their target market. We’ll discuss positioning, founders blindess, designing fast UX and how to use all this to grow your product.
ECR Europe Forum ‘08. The moment of truth – putting Category Management into ...ECR Community
Category management is a process that involves analyzing category data to identify opportunities, setting objectives, and developing strategies and tactics to improve sales and profits. It requires moving from isolated projects to an ongoing way of working through continuous analysis, planning, execution and review. Key aspects include developing a joint category plan and KPI dashboard, prioritizing issues, agreeing on objectives and action plans, and regularly reviewing results to refine strategies. The goal is to optimize the "moment of truth" in-store experience and drive customer loyalty.
Improving marketing in B2B using Social Networking Dr.Hakan Tetik
The idea is very basic: Corporates should have their own facebook platforms expecially for their field services like sales, services and marketing. Employees or channels which are in cooperation with the main body of the echosystem can better teach each other, can better compete and can better collaborate - let them do but listen carefully !
MA8 Digitaalinen markkinointi (luento 6)Joni Salminen
The document discusses advanced internet marketing techniques. It defines advanced internet marketing as using the latest technologies, tools, and knowledge in innovative marketing planning and implementation based on both traditional marketing theories and research into consumer behavior and internet usage. Some key aspects of advanced internet marketing discussed include being innovative, using technologies before masses, being cost effective, being measurable, and aligning with marketing ethics.
OBI Analytics in IBM:
Building a Global Sense & Respond Solution
Best Practices & Lessons Learned - Paige Poore, IBM Sales & Distribution, Client Transformation. Oracle OpenWorld 2008, San Francisco
Padilla Beyond Clips Clicks And Hits 040110tonyjmorse
A New Look at Measurement:
What's the Value of Your Marketing
and Communications Investments?
During a challenging economy, every dollar spent on marketing and business communications is open to scrutiny. So measuring the effectiveness and impact of these programs is more important than ever.
Yet even with today's advanced technology and tools, many organizations aren't sure how to determine the value, effects and relative return on their communications efforts.
This presentation includes insights on the best strategies, methods and tools to help you calculate the value of your communications investments – and make the most of your marketing spend.
You'll Learn:
• Common mistakes of measuring results.
• Shifting from measuring what can be measured to measuring what's important.
• The best new and traditional tools to benchmark and track performance.
• How to focus on activities that shorten the sales cycle.
Solutions Marketing at IBM - an observationDee Sarma
The document summarizes a presentation given by Naomi Wilsey from IBM about IBM's transition to becoming a solutions-focused company. Some key points:
- In the early 1990s, IBM identified that it needed to shift from being product-focused to becoming more customer-centric and solutions-driven to address clients' business problems.
- IBM collaborated with ITSMA to help define what a "solution" means. It also formed a Solutions Board to help drive the transition.
- The role of marketers at IBM changed from being sales-driven and tactical to becoming more marketing-driven and strategic in developing integrated solutions.
- Thought leadership, developing solutions for emerging markets, and customizing offerings
This document provides an overview of an upcoming webinar titled "The Product Growth Engine" presented by Dave Martin and Brittany Shear. The webinar will discuss how to use a product growth engine approach to drive sustainable growth through outcome-driven leadership, continuous learning from customers, and collaboration across teams. An assessment toolkit is also introduced that evaluates a product team's competencies in learning, collaboration, and prioritization to identify areas for improvement.
Marketing is dead: long live product marketingJohnny Russo
In a world where traditional interrupt-driven, un-targeted, sales-oriented marketing is no longer effective, the nature of marketing has fundamentally changed. As marketing has changed, so has the role of product marketing. This webinar will discuss how smart Product Marketers are using inbound marketing, content, and social media. Can product marketing save marketing from itself?
This document discusses various challenges that managers may face and provides advice on strategies and tactics. It covers topics such as:
1) When a competitor loses steam, managers should investigate the reasons for the change rather than assume victory, as it could signal upcoming threats.
2) A company's main competitors are often replacement products that are entrenched, not just other leading brands.
3) When a main competitor is acquired, there is a window of opportunity to expand market share while the competitor deals with integration issues.
4) Customer feedback should be interpreted carefully as it can be biased; observing actual customer behavior provides more accurate insights.
5) Sales success is usually a team effort, yet companies often
This document discusses various challenges that managers may face and provides advice on strategies and tactics. It covers topics such as:
1) When a competitor loses steam, managers should investigate the reasons for the change rather than assume victory, as it could signal upcoming threats.
2) A company's main competitors are often replacement products that are entrenched, not just other leading brands.
3) When a main competitor is acquired, there is a window of opportunity to expand market share while the competitor deals with integration issues.
4) Customer feedback should be interpreted carefully, as it can be biased. Observing customer behavior provides more accurate insights than direct feedback.
5) Sales success is usually a team effort
This document discusses various challenges that managers may face and provides advice on strategies and tactics. It covers topics such as:
1) When a main competitor starts losing steam, managers should investigate the reasons for the change rather than assume victory, as it could signal upcoming threats.
2) A company's true competitors may not be other brands but alternative solutions customers already use. Understanding the problem being solved is important.
3) When a main competitor is acquired, there is a window of opportunity to expand market presence while the competitor deals with integration issues.
4) Customer feedback should be interpreted carefully as it can be biased. Observing customer behavior provides truer insights than direct feedback.
5) Sales
This document discusses various challenges that managers may face and provides advice on strategies and tactics. It covers topics such as:
1) When a main competitor loses steam, managers should investigate the reasons for the change rather than assume victory, as it could signal upcoming threats.
2) A company's true competitors may not be other brands but alternative solutions customers already use. Understanding the problem being solved is important.
3) When a main competitor is acquired, there is a window of opportunity to expand market presence while the competitor deals with integration issues.
4) Customer feedback should be interpreted carefully as it can be biased. Observing user behavior provides truer insights than direct feedback.
5) Sales success
This document discusses business model innovation. It provides examples of companies like Apple, Netflix, and Pixar that achieved success through innovative business models rather than just products. The innovation cycle is accelerating due to factors like falling technology costs. Temporary competitive advantages can only be sustained through continual re-examination of a company's business model. The document then discusses what a business model is, focusing on key elements like customer value, revenue streams, and the value chain. It provides examples of different business model patterns and outlines a process for business model innovation including initiation, ideation, integration, and implementation.
Content marketing For Marketing Automation DemandGen
Trying to connect the dots between Content Marketing and Marketing Automation? Join DemandGen for another exploration of B2B Marketing Automation best practice. This webcast will be looking at the relationship between Content Marketing and Marketing Automation. We’ve put together another panel of smart b2b practitioners. This month’s insights are provided by Doug Kessler of Velocity Partners, author of The B2B Content Marketing Workbook and Bob Apollo, founder of Inflexion-Point, B2B Sales and Marketing Performance Improvement specialists.
We’ll be taking a closer look at the relationship between Marketing Automation and Content Marketing:
- Rules of thought leadership
- Aligning content to the buying cycle
- Best practices: Building an integrated content marketing strategy with Marketing Automation tools
- B2B content marketing examples and successes
- Measuring the results
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Mar...Human Capital Media
Acquiring, developing and retaining marketing talent is a big challenge for many companies.
Being able to develop and apply strategic thinking while developing market-focused strategies is even more important in today’s fast-paced environment.
In this webinar, you will:
Discover the key principles of developing marketing excellence within an organization.
Learn how to leverage advanced marketing simulations to accelerate strategic marketing skills.
See how Dell is using this approach on a global scale as part of its Marketing Excellence initiative.
This webinar is presented by StratX, a global executive development firm, in partnership with Dell.
The Customer Engagement Roadmap - The Key to Increasing the Value of Your Membership Base
Want to increase your subscription site’s profitability? The Customer Engagement Roadmap will show you how!
Implementing Marketing Analytics Business PracticesSenturus
Learn how to use technology to improve your ability to measure and implement direct marketing campaigns for greater impact and ROI.
Topics include:
• Why measurement is critical to successful direct marketing campaigns
• Common mistakes in determining what to measure
• Solutions for developing a direct marketing analysis maturity model
• Determining where your organization falls within the direct marketing analysis maturity model
• How to improve your direct marketing results
See a demonstration of how to use technology to achieve true closed loop marketing that measures from touch to sale.
Senturus, a business analytics consulting firm, has a resource library with hundreds of free recorded webinars, trainings, demos and unbiased product reviews. Take a look and share them with your colleagues and friends: http://www.senturus.com/resources/.
Slides from my session at Emerce Etravel... Modern markets are noisy. In our rush to launch products we tend to forget that customers don’t buy what they don’t understand. From working with hundreds of startups there are 5 lessons I learned to build the right product features within their target market. We’ll discuss positioning, founders blindess, designing fast UX and how to use all this to grow your product.
ECR Europe Forum ‘08. The moment of truth – putting Category Management into ...ECR Community
Category management is a process that involves analyzing category data to identify opportunities, setting objectives, and developing strategies and tactics to improve sales and profits. It requires moving from isolated projects to an ongoing way of working through continuous analysis, planning, execution and review. Key aspects include developing a joint category plan and KPI dashboard, prioritizing issues, agreeing on objectives and action plans, and regularly reviewing results to refine strategies. The goal is to optimize the "moment of truth" in-store experience and drive customer loyalty.
Improving marketing in B2B using Social Networking Dr.Hakan Tetik
The idea is very basic: Corporates should have their own facebook platforms expecially for their field services like sales, services and marketing. Employees or channels which are in cooperation with the main body of the echosystem can better teach each other, can better compete and can better collaborate - let them do but listen carefully !
MA8 Digitaalinen markkinointi (luento 6)Joni Salminen
The document discusses advanced internet marketing techniques. It defines advanced internet marketing as using the latest technologies, tools, and knowledge in innovative marketing planning and implementation based on both traditional marketing theories and research into consumer behavior and internet usage. Some key aspects of advanced internet marketing discussed include being innovative, using technologies before masses, being cost effective, being measurable, and aligning with marketing ethics.
OBI Analytics in IBM:
Building a Global Sense & Respond Solution
Best Practices & Lessons Learned - Paige Poore, IBM Sales & Distribution, Client Transformation. Oracle OpenWorld 2008, San Francisco
Padilla Beyond Clips Clicks And Hits 040110tonyjmorse
A New Look at Measurement:
What's the Value of Your Marketing
and Communications Investments?
During a challenging economy, every dollar spent on marketing and business communications is open to scrutiny. So measuring the effectiveness and impact of these programs is more important than ever.
Yet even with today's advanced technology and tools, many organizations aren't sure how to determine the value, effects and relative return on their communications efforts.
This presentation includes insights on the best strategies, methods and tools to help you calculate the value of your communications investments – and make the most of your marketing spend.
You'll Learn:
• Common mistakes of measuring results.
• Shifting from measuring what can be measured to measuring what's important.
• The best new and traditional tools to benchmark and track performance.
• How to focus on activities that shorten the sales cycle.
Solutions Marketing at IBM - an observationDee Sarma
The document summarizes a presentation given by Naomi Wilsey from IBM about IBM's transition to becoming a solutions-focused company. Some key points:
- In the early 1990s, IBM identified that it needed to shift from being product-focused to becoming more customer-centric and solutions-driven to address clients' business problems.
- IBM collaborated with ITSMA to help define what a "solution" means. It also formed a Solutions Board to help drive the transition.
- The role of marketers at IBM changed from being sales-driven and tactical to becoming more marketing-driven and strategic in developing integrated solutions.
- Thought leadership, developing solutions for emerging markets, and customizing offerings
This document provides an overview of an upcoming webinar titled "The Product Growth Engine" presented by Dave Martin and Brittany Shear. The webinar will discuss how to use a product growth engine approach to drive sustainable growth through outcome-driven leadership, continuous learning from customers, and collaboration across teams. An assessment toolkit is also introduced that evaluates a product team's competencies in learning, collaboration, and prioritization to identify areas for improvement.
Marketing is dead: long live product marketingJohnny Russo
In a world where traditional interrupt-driven, un-targeted, sales-oriented marketing is no longer effective, the nature of marketing has fundamentally changed. As marketing has changed, so has the role of product marketing. This webinar will discuss how smart Product Marketers are using inbound marketing, content, and social media. Can product marketing save marketing from itself?
This document discusses various challenges that managers may face and provides advice on strategies and tactics. It covers topics such as:
1) When a competitor loses steam, managers should investigate the reasons for the change rather than assume victory, as it could signal upcoming threats.
2) A company's main competitors are often replacement products that are entrenched, not just other leading brands.
3) When a main competitor is acquired, there is a window of opportunity to expand market share while the competitor deals with integration issues.
4) Customer feedback should be interpreted carefully as it can be biased; observing actual customer behavior provides more accurate insights.
5) Sales success is usually a team effort, yet companies often
This document discusses various challenges that managers may face and provides advice on strategies and tactics. It covers topics such as:
1) When a competitor loses steam, managers should investigate the reasons for the change rather than assume victory, as it could signal upcoming threats.
2) A company's main competitors are often replacement products that are entrenched, not just other leading brands.
3) When a main competitor is acquired, there is a window of opportunity to expand market share while the competitor deals with integration issues.
4) Customer feedback should be interpreted carefully, as it can be biased. Observing customer behavior provides more accurate insights than direct feedback.
5) Sales success is usually a team effort
This document discusses various challenges that managers may face and provides advice on strategies and tactics. It covers topics such as:
1) When a main competitor starts losing steam, managers should investigate the reasons for the change rather than assume victory, as it could signal upcoming threats.
2) A company's true competitors may not be other brands but alternative solutions customers already use. Understanding the problem being solved is important.
3) When a main competitor is acquired, there is a window of opportunity to expand market presence while the competitor deals with integration issues.
4) Customer feedback should be interpreted carefully as it can be biased. Observing customer behavior provides truer insights than direct feedback.
5) Sales
This document discusses various challenges that managers may face and provides advice on strategies and tactics. It covers topics such as:
1) When a main competitor loses steam, managers should investigate the reasons for the change rather than assume victory, as it could signal upcoming threats.
2) A company's true competitors may not be other brands but alternative solutions customers already use. Understanding the problem being solved is important.
3) When a main competitor is acquired, there is a window of opportunity to expand market presence while the competitor deals with integration issues.
4) Customer feedback should be interpreted carefully as it can be biased. Observing user behavior provides truer insights than direct feedback.
5) Sales success
This document discusses business model innovation. It provides examples of companies like Apple, Netflix, and Pixar that achieved success through innovative business models rather than just products. The innovation cycle is accelerating due to factors like falling technology costs. Temporary competitive advantages can only be sustained through continual re-examination of a company's business model. The document then discusses what a business model is, focusing on key elements like customer value, revenue streams, and the value chain. It provides examples of different business model patterns and outlines a process for business model innovation including initiation, ideation, integration, and implementation.
Content marketing For Marketing Automation DemandGen
Trying to connect the dots between Content Marketing and Marketing Automation? Join DemandGen for another exploration of B2B Marketing Automation best practice. This webcast will be looking at the relationship between Content Marketing and Marketing Automation. We’ve put together another panel of smart b2b practitioners. This month’s insights are provided by Doug Kessler of Velocity Partners, author of The B2B Content Marketing Workbook and Bob Apollo, founder of Inflexion-Point, B2B Sales and Marketing Performance Improvement specialists.
We’ll be taking a closer look at the relationship between Marketing Automation and Content Marketing:
- Rules of thought leadership
- Aligning content to the buying cycle
- Best practices: Building an integrated content marketing strategy with Marketing Automation tools
- B2B content marketing examples and successes
- Measuring the results
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Mar...Human Capital Media
Acquiring, developing and retaining marketing talent is a big challenge for many companies.
Being able to develop and apply strategic thinking while developing market-focused strategies is even more important in today’s fast-paced environment.
In this webinar, you will:
Discover the key principles of developing marketing excellence within an organization.
Learn how to leverage advanced marketing simulations to accelerate strategic marketing skills.
See how Dell is using this approach on a global scale as part of its Marketing Excellence initiative.
This webinar is presented by StratX, a global executive development firm, in partnership with Dell.
The Customer Engagement Roadmap - The Key to Increasing the Value of Your Membership Base
Want to increase your subscription site’s profitability? The Customer Engagement Roadmap will show you how!
This document contains a list of 14 single words, each beginning with a different letter, ranging from A to T. The words include various materials, colors, audio equipment and other nouns. Overall, the document presents an alphabetical listing of short single words from different semantic categories.
This document provides an overview of software quality assurance. It discusses key quality concepts, quality control, the cost of quality, and software quality assurance. It also describes formal technical reviews, statistical quality assurance, software reliability, and the components of a software quality assurance plan. The goal of software quality assurance is to achieve a high-quality software product through standards, reviews, testing, and other quality control measures.
The document describes JEEVA, a mobile application for recognizing, collecting, sharing, surveying, and exploring flora and fauna. The app allows users to take photos of plants and animals and upload them to the system for identification. If the photo is of a new species, the user can start a new section for it. Otherwise, the user can update existing details. The app is intended for academic, conservation, exploration, and nature lovers to study nature. It has features like image recognition of species, location-based species reporting, automatic species notifications, guides and checklists, article writing and sharing, and discussions. Potential users include students, researchers, tourists, Ayurvedic practitioners, conservation organizations, nature lovers
This document provides tutorials for learning Apex programming using the Force.com platform. The tutorials cover topics such as creating custom objects, using the Developer Console, creating sample data, defining classes, Apex language fundamentals like data types and variables, executing transactions, adding triggers, writing unit tests, and integrating Apex with Visualforce. The goal is to provide hands-on exercises to help developers learn the Apex language and how to develop applications using the Force.com platform. Completing the tutorials will equip developers with essential Apex programming skills.
Breaking Up is Hard to Do: Small Businesses’ Love Affair with ChecksVivastream
This document discusses small businesses' reliance on checks and the challenges they face in adopting electronic payments. It notes that small businesses write billions of checks per year at high costs. While checks meet their needs of being easy to use and widely accepted, electronic payments could offer benefits like cost savings and fraud protection. However, small businesses are often too busy with core operations to prioritize alternatives. The document also outlines hurdles small businesses face in using ACH or credit cards, such as navigating bank requirements and understanding fees. It suggests that businesses more open to electronic payments tend to have standardized payment processes or receive remittance data with payments.
Banks see Smart Commerce as a growing threat that could distance them from customers. Smart Commerce is defined as involving digital payment methods that simplify purchases and enriched communication between merchants and consumers using mobile technology. It is driven by demand from both consumers and merchants, and by large profit pools outside of just payments, particularly merchant sales promotions. Many banks believe Smart Commerce will become widespread within two years and pose the main risk of intermediating banks and reducing their relevance in consumer commerce.
This document summarizes key findings from a global consumer banking survey conducted by EY. Some of the main points include:
1. Customer advocacy and trust in their primary banking provider is high, driven largely by positive customer experiences. However, banks still have opportunities to improve certain aspects of the customer experience.
2. Convenience through digital banking channels is important to customers, but mobile banking features still lag online banking. Simplifying fees and communications remains a top priority.
3. Customers are generally satisfied with their primary bank but open to switching for better service or advice. Segmenting customers reveals opportunities for banks to better meet different needs.
4. Banks should focus on making banking simple and clear
This document summarizes the key findings from EY's 2014 Global Consumer Banking Survey. Some of the main points include:
1. Customer trust and advocacy are important drivers of growth for banks. Customers with complete trust in their primary bank are much more likely to recommend them.
2. Customer experience is a key factor influencing trust and advocacy. Customers cited how they are treated and quality of communications as important reasons for trust. Experience also influenced account openings and closings.
3. Banks can improve the customer experience by making banking simple and clear, providing helpful advice, and resolving problems well. Specifically, banks should improve fee transparency, mobile and online banking, and customer service.
Sereno is a fraud detection solution that uses image analysis and multi-source correlation modeling to identify check fraud. It integrates with existing image processing systems and analyzes check images using multiple recognition engines to flag potential fraud. Sereno reduces false positives and focuses analysts on a small number of suspect transactions. It builds databases of check stock and signatures over time to improve accuracy. Sereno provides cost savings through reduced manual review and losses from fraud while allowing banks to expand their fraud detection capabilities.
Orbograph's new Accura XV solution leverages Next Generation Recognition (NGR) Technology to provide virtually 100% check processing performance at the teller. The solution achieves read rates as high as 95% and can attain 100% read rates on small transactions using V100 mode. It provides tangible benefits like reducing data entry costs and recognition errors as well as intangible benefits like highly reliable technology and streamlined processes. Accura XV is the foundation for all of Orbograph's centralized and distributed recognition solutions and services.
Growth in remote deposit capture is driving additional requirements in check recognition. Orbograph provides a scalable check recognition solution for RDC that uses multiple recognition engines to achieve read rates from 90-98%. The solution can identify alterations, validate fields, and ensure image quality to reduce fraud while streamlining the deposit process. Orbograph offers flexible licensing and deployment options to meet the needs of various sized financial institutions supporting desktop, consumer, and mobile RDC.
The document introduces Orbograph's Healthcare Payments Automation Center (HPAC), a cloud-based platform that hosts two services: P2Post for converting paper explanation of benefit forms into electronic files for practice management systems, and E2Post for matching electronic funds transfer payments to remittance advices. By leveraging image processing and recognition technologies, HPAC can convert claims at high volumes while reducing costs up to 60% by eliminating manual data entry and exceptions. The platform provides adaptive onboarding of forms, HIPAA compliance, and guaranteed performance.
The document discusses next generation check recognition technologies that can improve teller image capture (TIC) and remote deposit capture (RDC) workflows. It outlines several business problems with early generation technologies like low read rates, balancing issues, and fraud risks. Next generation technologies aim to solve these by using multi-engine correlation, dynamic thresholding, item verification, and check box detection to achieve near 100% recognition performance and reduce errors. The benefits include cost savings, improved efficiency, customer experience, and reduced fraud.
Orbograph introduces Automation Services and Automation Services LE, innovative recognition solutions that provide up to 40% labor cost savings through high levels of automation and accuracy. Automation Services achieves 98% automation and 99%+ accuracy, while Automation Services LE attains 90% automation with 99% accuracy. Both solutions support various check processing workflows and can be implemented on Orbograph's legacy OrboCAR platform or new G6 Enterprise Recognition Technology platform. Orbograph also offers managed recognition services to continuously monitor performance and ensure solutions meet guaranteed service levels.
Orbograph is a provider of electronic solutions for healthcare revenue cycle management and check processing recognition software. It has over 1,500 financial institution and biller clients that process billions of documents annually using Orbograph's technologies. Orbograph converts paper-based documents like EOBs into electronic files to automate payment data reconciliation and provide reporting tools. It is a subsidiary of Orbotech and was founded in 1996, employing over 50 people who serve the banking, financial, and healthcare industries.
1. K.I.S.S - Keys to Copy & Content
that Generate Results
Dawn Wolfe – Director of In-Trial
Marketing, Autodesk
Philip Reynolds – Associate
Creative Director, Palio
Otis Maxwell – Freelance
Copywriter
2. FABS (Features, Advantages, Benefits)
• Feature: what it does
• Advantage: how that makes it superior or
delivers a technical benefit
• Benefit: how that translates into a PERSONAL
need solved
3. The Six Universal Buying Motives
1. Desire for gain (usually financial)
2. Fear of loss (again, usually financial)
3. Comfort and convenience
4. Security and protection
5. Pride of ownership
6. Satisfaction of emotion
--Roy Chitwood, Max Sacks International
4. Translated into technology marketing:
1. Desire for gain (usually financial)
=career advancement, better performance reviews.
2. Fear of loss (again, usually financial)
=job security, avoidance of unpleasant surprises.
3. Comfort and convenience
=less late hours, fewer angry users/bosses.
4. Security and protection
=systems work as they are supposed to do.
5. Pride of ownership
=taking credit for a new and better solution.
6. Satisfaction of emotion
=elegant systems that make the enterprise work better
5.
6. Anritsu Sitemaster S331L:
• Anritsu makes test and measurement instruments used to
install and maintain wireless antennas and cell towers
• Sitemaster is used to troubleshoot antennas and cable
connections
• It is the industry standard now in its 9th generation
• This is a much less expensive, lightweight version lacking
some features
• Audience: engineers
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18. Rovi Ad Network:
• Rovi produces the “Guide” used to show programming on
cable/satellite TV systems, televisions and set top boxes
• They also sell advertising inside the Guide
– That’s the Rovi Ad Network
• Ads in the Guide reach viewers when they’re actively engaged
(clicking the remote)
• Audience: media buyers
27. Autodesk At-a-Glance
• Founded 1982
• $1.95+ billion in revenues
• 6,800+ employees worldwide
• 10+ million professional users in 187 countries
• 1+ million students a year trained
®
• The last 17 Oscar winners for Best Visual
Effects have all used Autodesk software
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31. In Trial Marketing
• Trials Key To Purchase Decision
• 90% of dotcom traffic
• 3 Uses=2x likelihood to buy
• #1 Campaign CTA
41. The solution (as always):
insight-based advertising
• Learn about your target and discover a deep
insight about them
• If possible, find a competitive advantage for
your product
• Build to a differentiating position
• Execute against a single-minded idea
46. Living with the FDA
• Ads cannot be false or misleading
• Presentation of product benefits must be balanced with product risks
and the two be of comparable prominence
“Although the words are the same point size, the color
and contrast with the background make the word
‘benefits’ much more noticeable than the word
‘disadvantages.’” —The FDA
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52. Pixels and pills: pharma advertising in
the digital age
• It’s still about a strong brand idea
• Think digitally from the beginning when
concepting
53. Everyone responds to simplicity
“There is a powerful temptation felt by patients and
doctors alike to have a simple answer to complicated
problems.”
—Dr. Karen Delgado
Selling complex services and products presents a challenge because by the time you’ve described what the product does, you’ve used up your reader’s attention span. The secret is to immediately translate complexity into universal human needs and desires and express them in appealing and familiar terms and metaphors. And we’re going to see some examples of that today.
This is closely related to something called “FAB selling” which stands for features, advantages and benefits. I was first introduced to this when I did advertising for a high end home end home entertainment chain and this was the technique taught to their floor salespeople. A feature is what it does, and the biggest sin of most technical advertising is that it expresses the feature then stops. This console offers 400 watts per side. A powerful 1.6 Ghz processor Tolerances as low as .006 microns An advantage is how that feature makes the product or service different or better. A benefit is the feature translated into human terms.
When we’re describing complex products it’s easy to forget that we’re still selling to people, even though they’re at work. At the end of the day they want to be praised for their good work, have a comfortable lifestyle because they’ve been promoted, and go home at a reasonable hour instead of having to solve headaches. And you can tell them how your product helps them do this.
In my DMA copywriting class we’d illustrate this with the yellow pencil exercise. Pass a #2 yellow pencil around the room and each person would have to come up with a new feature, advantage and benefit. For example: Feature: it’s yellow Advantage: It’s easy to see Benefit: I don’t have to worry about losing my writing implement if I drop it on the floor Feature: it’s #2 Advantage: this is the grade specified for standardized testing Benefit: I know my answers will be accepted so I can get the best score on the test Feature: It has a sharp point Advantage: it sticks easily in the acoustic ceiling tiles Benefit: I have a way to entertain myself if I get bored in class
Now we’re going to take a look at a couple of campaigns for complex products and services and how this was translated into simple human terms. The first product up is the Anritsu Sitemaster. It’s an instrument used to troubleshoot connections and antennas in cell phone towers and its audience is engineers. Anritsu makes a variety of special purpose instruments; the Sitemaster is a very well known and popular instrument and the objective of this ad is to introduce a new model containing a number of technical improvements which has also been simplified by stripping out some of the expensive options.
For context, here’s a typical Anritsu ad, not done by this team. Very heavy on the features.
When it was time to introduce the new product, the product manager went to his agency and showed them this old Coke ad. He said I want an ad that says the same thing about the Sitemaster, how it’s known and used all over the world. So they came back with an ad that the clint didn’t show me, but they said it looked like this except it had little instruments instead of the faces on the globe. Time for a new team.
The product managers at our clients are all engineers. It’s a challenge selling to engineers because they are not “word” people and also take things very literally so you need to be careful. We came back with thumbnails which were divided into three categories. First of all was tradition… recognizing the heritage and the familiarity of the audience with the product. Pass me the Anritsu, referring to the fact that it’s so common in Europe people refer to it generically, like Kleenex.
This a concept from the art director Carol Worthington Levy, using the instrument in the place of hurdles in a race.
And this would be like the truck ads where we see a grizzled old guy heading out to work in his truck. In this case the tool is the Anritsu Sitemaster and he’s got a new version of his old reliable.
The second set played to a universal desire of product managers everywhere, which is to lead with features. Specifically, the fact the Sitemaster everything you need. This is a peace of mind benefit that elevates it above the technical features.
Third is what will be my preferred approach always, which is to pull out one key feature and let that stand for the whole, something that is so remarkable it will sell the product on its own. “”Name that Trace” refers to the fact that a tech has to do hundreds of trace measurements on each site and has to key in a name for each one. Sitemaster does this for you automatically. So we were going to have an app where you see how fast you can get a bunch of traces done with a simulated Sitemaster.
On this one, that’s a dramatic cloud in the background. And the message is that instead of waiting till you get back to the office to transfer your data from the Sitemaster, there is a wireless connection that lets you do it onsite, in the cloud. Another feature that saves hours of tedious work.
And finally, there’s the fact that the new Sitemaster has an unprecedented 10 hour battery life. This is important because many cell sites have no AC power. So you have to bring lots of batteries or else just go home when your battery runs out.
And that was the winner.
Rovi is the company that provides the on-screen guides for many television manufacturers and cable and satellite services, and they also sell the advertising that appears in those guides. This ad is for the latter, called the Rovi Ad Network. We are speaking to media buyers at agencies and we want to emphasize the benefits of the guide over other advertising which is that it reaches people when they’re actively engaged with their remotes choosing programming.
Here is a house ad that makes the obvious choice of showing the guide onscreen and manages to be very technical. Our goal was to be more entertaining, since this is after all the entertainment industry, while also avoiding offending them by saying their current ad choices aren’t working and also avoids offending any group or topic.
The zombie ad shows a hand reaching out of the TV during a zombie and grabbing members of the audience, who are also zombies. Why are they zombies? Because nobody cares what happens to zombies. They are not a recognized and protected cultural group. If this had shown a kid or a real person it would have been off putting. Notice that at the bottom we have a disembodied zombie hand clutching the remote—in each of these concepts we use this to make the connection to our topic. Carlos Perez was the designer.
This one makes an analogy to distracted driving and the wonderful PSAs that have run. We were gong to call it distracted viewing and speak about it in the same preachy way. Client didn’t get the tongue in cheek part.
The German shepherd ad is a mockup and not all the way there…he was going to have devil red eyes and bared fangs. The idea is that we will make you watch TV. Well, some dog lovers voted for this but others thought it was too big brotherish.
Finally we ended up with this: a bride is at her wedding and it’s at a wedding chapel here in Las Vegas or something so there is a TV in the room and she is so fascinated with the onscreen guide that she can’t stop watching it. In the concept there is a minister and she is paying no attention to him.
Here’s the final execution where we don’t need the minister and she is climbing past her husband to get to the TV. You can tell they’re going to have a great life together. And again, it uses humor and a simple message to make the complex selling arguments about why you should buy this ad network.
This is what’s called the official Prescribing Information of a prescription medicine. All prescription drugs get approved by the FDA with a document like this. It contains pretty much all the things you you’re allowed to say about the product, how it works, how well it works, how you take it, what the side effects are, and what safety warnings you need to know about, and on and on. This screen shows 2 pages of a 16-page document. Doctors will be interested in all this data, but first you need to sell them on a bigger idea, which is where brand building and advertising can help.
What’s true in advertising generally is also true in pharma: At Palio our approach is to communicate a simple idea that connects with an emotional insight about the target. You need a positioning, you need a good brief.
“ Getting back to living your life” is a strong idea, because it’s the ultimate functional and emotional benefit of most every drug. But it’s also a terrible idea for the same reason. It’s not differentiating, as this look at 4 different ads for products in 4 different disease areas proves. The ads all look the same and are therefore easy to ignore. I also recommend avoiding images of chess pieces and headlines written on doctors’ prescription pads.
Often the problem is more fertile creative ground to leverage than the solution. If feeling like yourself again looks boring and generic, the disease might not be. Here’s a concept for an analgesic that works about 20 minutes faster that standard drugs. The campaign leverages the insight that at the deepest level, physicians want to relieve suffering. This campaign confronts the physician and challenges him to think about what that extra 20 minutes of excruciating pain must feel like for his patients.
Here are two asthma brands that do pretty much the same thing. The one that came to the market later, Symbicort, found a different way into the target’s mind with the claim of “Patients like it because they can feel it working.” Neither of these comes from my agency, but I like how the Symbicort ad is differentiating, and it also probably connects better to an insight about the target.
Pharma companies often do advertisements about the disease that their product treats. These are ads about pseudobulbar affect, a neurologic condition that causes people to lose control of their emotional expressions and laugh or cry unpredictably. On the left, they’re telling a story about the disease that would be interesting to a neurologist if they read it, but the problem is that most won’t. On the right is a rethinking of this campaign that we did that gets attention by focusing on one aspect—the unpredictabililty of the episodes
The Food and Drug Administration makes life challenging for Creatives by closely reviewing advertising. There are good reasons for this historically, and the pharma industry would not be anywhere near as profitable today without the FDA helping to confer a level of public trust. Still the rules can feel like a creative straitjacket. This graphic from an FDA website gives you the essence of the problem: The FDA says this is a violation because the benefits are presented more strongly than the disadvantages, whereas any marketer, or really any English-speaking person, would see this not as a balanced thought but as a confused and contradictory one.
In practice, though, “balance” is usually a matter of juxtaposing a few bigger words in your headline against a few thousand smaller ones elsewhere in the ad, as seen in this Palio layout for FOSRENOL, a drug that takes excess phosphate out of the blood of patients with kidney disease.
Or in this ad. This was the launch campaign for FENTORA, the fast-onset analgesic that I showed you a more patient-focused campaign for in an earlier slide. You hope for about a 50-50 split between benefit real estate and risk real estate. I actually agree with the idea of presenting this so-called fair balance. The problem I see is that in practice one is forced to present an amount of verbiage that is more than anyone can absorb, so most people tune it out. Someday I hope to be allowed to make the balance more impactful by making it as simple as the presentation of promotional messages. Another thing about this ad. The original headline was “Relief at effervescent speed,” which was a compelling way to get into the drug’s fast-dissolving formulation. FDA killed that line, but the ad still managed to convey a compelling message with the image of a flying, dissolving pill. I’ve learned not to let a concept depend too much on a particular headline, which the regulators are more likely to focus on than the visual.
Ironically, the requirement to balance benefits and risks in pharma can almost force you to be single-minded with your idea. Better yet, it can sometimes help your client to get there with you. Clients often want to cram a dozen ideas into an ad, but when you have to balance all that good stuff with an equal amount of bad stuff, it can help everyone to be more disciplined. This is an ad for an HIV treatment. The positioning we had agreed on with the client was that COMPLERA helped you feel good about going on treatment for two reasons: simple dosing (one pill a day) and low side effects. In the campaign we executed, however, we found that the client wanted us to only message on the dosing, because any claim about the side effects would have required volumes of extra balancing copy. The result is a very clean, nice-looking pharma ad. We can debate whether it misses an opportunity to leverage a deeper insight about the target, but it undeniably gets a clear message across.
Another clean, single-focused disease awareness ad. Physicians commonly believe that chronic pancreatitis is a condition that only occurs in alcoholics, but this client had a study that showed the reality was very different.
Finally here’s a direct mail piece a colleague did that keeps it simple by not making any product claims until the target is fully engaged. The set-up humorously discusses the problem of patient dissatisfaction with suppositories, than you open it up to discover a product that patients can take orally instead.
In our digital age, the fundamental principles I’ve laid out for breaking through the clutter with a simple brand idea still hold true. What Creatives need to do know is to think of how the idea will live tactically much earlier. At Palio, we’re now baking this into our process from the start as we’re doodling dozens of creative concepts against a brief. When an idea looks interesting, we immediately start to also sketch out how it would live in a banner ad, in an interactive visual aid, etc. What kind of apps would be useful to the target and how can the concept live there? If we don’t like the answers we’re getting, we know the concept needs to dropped or thought through better. This kind of thinking doesn’t have to slow you down if you sketch things loosely, and it gives you creative ideas that can work better for your clients.
We’ll finish with a quote I found in a great book called How Doctors Think , by Jerome Groopman. The intent is to warn us that doctors can be prone to errors and wrong thinking. But for the marketer, it’s always useful to remember that doctors are human, they are more driven by emotion than they may realize, and you can reach them the same way you reach anyone.