Brands & Teens | Mobile Research Study | April 2010FlyResearch
Using an innovative mobile diary methodology we set out to uncover what impact (if any) 10 top brands had on teens as they went about their every day lives.
The presentation shows our topline results and the lessons for brands interested in teen customers.
We conducted a study with 11 – 15 year olds across the UK, uncovering key findings into their online behaviour, social media usage and relationships with brands. The Digital Social Life of Tweens presentation translates the research into a series of workable guidelines for brands to follow when marketing to this age group.
Sports Communication Australia Case Study: Teen World Flight Media ManagementDave Lyall
Ryan Campbell approached Sports Communication Australia with the opportunity to manage media for his Teen World Flight attempt. At the age of 19, Ryan was attempting to become the youngest pilot to fly solo around the world in a single engine aircraft.
Our job was to put together and implement a media management plan for the Teen World Flight – a 70-day, 15 country, 35 stop and 45,000km flight.
This case study outlines the media management procedures we followed to ensure our client's goals were met.
The who, what, how and why is all here to show how Sports Communication Australia can look after the media management of your project, event or brand.
There has been a lot of debate recently over weeding out the Dewey Decimal System in exchange for a more patron- and browsing-friendly Subject Classification System. Can this really work? What are the pros and cons of such a dramatic change? Join us to discover how the Teen Advisory Board of the La Vista Public Library implemented such a change in their teen department. This session will be presented by Lindsey Tomsu, the YA librarian, and Sarah Kreber, a member of the La Vista Public Library Teen Advisory Board, who played a huge part in making this project successful.
Engaging Teens through Sprite Digital Campaign - Teen Till I DieNitin Karkara
A User Generated Content Challenge to Teens in India to bring alive the Sprite Tagline of Chalo Apni Chaal / Make Your Own Move
The Challenge – Get Indian Teens to integrate Sprite Brand Philosophy via their Videos across the verticals of Music – Art – Comedy & Dance.
[ReadyPulse Webinar] How to Target Your Teen Consumer: Responsible Digital Ma...readypulsemarketing
U.S. teens have $200 billion in annual spending power, and they are enthusiastic consumers of ecommerce products: 79% of teenage girls and 76% of teenage boys shop online. How can you reach your teen consumer while addressing potential practical and ethical concerns? In this presentation from the webinar with Mike Giordano of BTO Sports and Brenton Reger of Oink, we discuss how to overcome potential obstacles to market to teens responsibly. Listen to the playback: bit.ly/1rweiYa
Blurb: Kristen Purcell and Amanda Lenhart will be speaking at the Office of National Drug Control Policy’s Above the Influence Campaign Summit, which will be held in Washington DC on September 28-29, 2010. The event will focus on providing ONDCP’s local community partners with the tools necessary to effectively engage teens in campaign activities. Kristen and Amanda will share Pew Internet data on teen internet use and communication trends that local ONDCP partners can use to inform their community outreach efforts.
Insight You Need to Successfully Market to Tweens and TeensAquent
Understanding the youth market is crucial for any company attempting to capture the attention of today's tween and teen consumers. The lives and minds of this dynamic group are ever-changing, so it's essential to gain a better understanding of our youth today before launching your next youth-oriented product or marketing campaign. Much of Brenda Hurley's time is focused on C&R's youth business, providing research and consulting services to clients through its KidzEyes and TeensEyes Divisions. She was also very involved in this year's launch of YouthBeat, C&R's syndicated report covering the attitudes and behaviors of today’s youth.
Marketing Innovation with a Brand Twist - Julie CottineauMarketo
Julie Cottineau, Founder & CEO of BrandTwist and Brand School Online, talks about how great brands are like well-told stories and create an engrossing experience for their customers. Sharing her experience managing branding for large global companies, she discusses how you can create a strong brand for your business.
How to Launch a FABULOUS #GivingTuesday Campaign with Less Work and More ImpactJulia Campbell
WORKSHOP DESCRIPTION
Giving Tuesday is just a few months away!
Love it or hate it, the truth is that this wildly popular international day of giving and giving back will most certainly generate record amounts of press coverage, website clicks, and donations to charities small and large.
LEARNING OBJECTIVES
The reasons that so many #GivingTuesday campaigns fall flat, and solutions to ensure that you don’t make the same mistakes;
The 3 essential steps to take to ensure that you launch a campaign that will slay your goals and energize your supporters;
The proven method that my clients have used to secure buy-in from staff and supervisors who may be skeptical about online fundraising and giving days;
A clear process to prioritize your ideas and turn them into actionable tasks.
10 Ways to Use Social Media to Promote Your Giving Tuesday CampaignJulia Campbell
I encourage all nonprofits, social change agents, activists, and anyone who wants to change the world through generosity and kindness to celebrate this year’s global day of unity on November 30 – Giving Tuesday!
According to to Charity Navigator, “An astonishing $2.47 billion was donated to U.S. nonprofits by a reported 34.8 million people on GivingTuesday, December 1, 2020, according to Giving Tuesday, Inc., the nonprofit behind the movement and eponymous hashtag #GivingTuesday. That amount, described as a “massive swell of generosity”, reflected a 29% increase in donations compared to 2019.”
So much more than a simple fundraising event, Giving Tuesday is a global movement, shedding light on the vital work done by the nonprofit sector every single day, as well as encouraging everyday people to give back in any way they can.
The best part is that you don’t have to create a complicated campaign to join in the fun.
Brands & Teens | Mobile Research Study | April 2010FlyResearch
Using an innovative mobile diary methodology we set out to uncover what impact (if any) 10 top brands had on teens as they went about their every day lives.
The presentation shows our topline results and the lessons for brands interested in teen customers.
We conducted a study with 11 – 15 year olds across the UK, uncovering key findings into their online behaviour, social media usage and relationships with brands. The Digital Social Life of Tweens presentation translates the research into a series of workable guidelines for brands to follow when marketing to this age group.
Sports Communication Australia Case Study: Teen World Flight Media ManagementDave Lyall
Ryan Campbell approached Sports Communication Australia with the opportunity to manage media for his Teen World Flight attempt. At the age of 19, Ryan was attempting to become the youngest pilot to fly solo around the world in a single engine aircraft.
Our job was to put together and implement a media management plan for the Teen World Flight – a 70-day, 15 country, 35 stop and 45,000km flight.
This case study outlines the media management procedures we followed to ensure our client's goals were met.
The who, what, how and why is all here to show how Sports Communication Australia can look after the media management of your project, event or brand.
There has been a lot of debate recently over weeding out the Dewey Decimal System in exchange for a more patron- and browsing-friendly Subject Classification System. Can this really work? What are the pros and cons of such a dramatic change? Join us to discover how the Teen Advisory Board of the La Vista Public Library implemented such a change in their teen department. This session will be presented by Lindsey Tomsu, the YA librarian, and Sarah Kreber, a member of the La Vista Public Library Teen Advisory Board, who played a huge part in making this project successful.
Engaging Teens through Sprite Digital Campaign - Teen Till I DieNitin Karkara
A User Generated Content Challenge to Teens in India to bring alive the Sprite Tagline of Chalo Apni Chaal / Make Your Own Move
The Challenge – Get Indian Teens to integrate Sprite Brand Philosophy via their Videos across the verticals of Music – Art – Comedy & Dance.
[ReadyPulse Webinar] How to Target Your Teen Consumer: Responsible Digital Ma...readypulsemarketing
U.S. teens have $200 billion in annual spending power, and they are enthusiastic consumers of ecommerce products: 79% of teenage girls and 76% of teenage boys shop online. How can you reach your teen consumer while addressing potential practical and ethical concerns? In this presentation from the webinar with Mike Giordano of BTO Sports and Brenton Reger of Oink, we discuss how to overcome potential obstacles to market to teens responsibly. Listen to the playback: bit.ly/1rweiYa
Blurb: Kristen Purcell and Amanda Lenhart will be speaking at the Office of National Drug Control Policy’s Above the Influence Campaign Summit, which will be held in Washington DC on September 28-29, 2010. The event will focus on providing ONDCP’s local community partners with the tools necessary to effectively engage teens in campaign activities. Kristen and Amanda will share Pew Internet data on teen internet use and communication trends that local ONDCP partners can use to inform their community outreach efforts.
Insight You Need to Successfully Market to Tweens and TeensAquent
Understanding the youth market is crucial for any company attempting to capture the attention of today's tween and teen consumers. The lives and minds of this dynamic group are ever-changing, so it's essential to gain a better understanding of our youth today before launching your next youth-oriented product or marketing campaign. Much of Brenda Hurley's time is focused on C&R's youth business, providing research and consulting services to clients through its KidzEyes and TeensEyes Divisions. She was also very involved in this year's launch of YouthBeat, C&R's syndicated report covering the attitudes and behaviors of today’s youth.
Marketing Innovation with a Brand Twist - Julie CottineauMarketo
Julie Cottineau, Founder & CEO of BrandTwist and Brand School Online, talks about how great brands are like well-told stories and create an engrossing experience for their customers. Sharing her experience managing branding for large global companies, she discusses how you can create a strong brand for your business.
How to Launch a FABULOUS #GivingTuesday Campaign with Less Work and More ImpactJulia Campbell
WORKSHOP DESCRIPTION
Giving Tuesday is just a few months away!
Love it or hate it, the truth is that this wildly popular international day of giving and giving back will most certainly generate record amounts of press coverage, website clicks, and donations to charities small and large.
LEARNING OBJECTIVES
The reasons that so many #GivingTuesday campaigns fall flat, and solutions to ensure that you don’t make the same mistakes;
The 3 essential steps to take to ensure that you launch a campaign that will slay your goals and energize your supporters;
The proven method that my clients have used to secure buy-in from staff and supervisors who may be skeptical about online fundraising and giving days;
A clear process to prioritize your ideas and turn them into actionable tasks.
10 Ways to Use Social Media to Promote Your Giving Tuesday CampaignJulia Campbell
I encourage all nonprofits, social change agents, activists, and anyone who wants to change the world through generosity and kindness to celebrate this year’s global day of unity on November 30 – Giving Tuesday!
According to to Charity Navigator, “An astonishing $2.47 billion was donated to U.S. nonprofits by a reported 34.8 million people on GivingTuesday, December 1, 2020, according to Giving Tuesday, Inc., the nonprofit behind the movement and eponymous hashtag #GivingTuesday. That amount, described as a “massive swell of generosity”, reflected a 29% increase in donations compared to 2019.”
So much more than a simple fundraising event, Giving Tuesday is a global movement, shedding light on the vital work done by the nonprofit sector every single day, as well as encouraging everyday people to give back in any way they can.
The best part is that you don’t have to create a complicated campaign to join in the fun.
GenYSocial - how to build and manage your online reputation [for London Colle...James T Fletcher
On 4th December 2013, I presented these slides to the MA Students of 2014 (#LCFMA14) at London College of Fashion. We discussed how to build and manage your online reputation, why it's important and gave an action plan.
How Facebook Boost Wastes Your Money 2014 by Jomar HilarioJomar Hilario
Do you want to understand better how Facebook Boost wastes your money? Check out how you can get a better return of investment from your Facebook Ads using concrete examples.
Access your lessons now at:
http://jhilario.com/va202emailonly
A well designed strategy document that outlines the goals, operational plans, and financial predictions of a clothing brand is known as a clothing line business plan. It includes a comprehensive market study, competition analyses, and a description of the brand's USP. The development and sustainability of the clothing line are made possible by this thorough strategy, which acts as a road map for luring investors and obtaining company financing. It is a crucial tool for navigating the very competitive fashion market and ensuring that the brand stays adaptable and in line with its long-term goals. In summary, a solid business strategy is crucial for any clothing brand seeking to flourish professionally and enjoy commercial success.
http://www.thesocialmediaprincess.com - presented at KBN in Brisbane on the trends happening in social media that will affect your business marketing efforts in the next 18 months
Instagram Marketing Strategies for Small Businesses, Part- 2mKonnekt
Engagement with brands on Instagram is 10 times higher than Facebook, and 84 times higher than Twitter. Using Instagram can put your small business in front of the right audience. Learn all about Instagram Marketing strategies for small businesses.
My Great Recipes Presentation - Team The ToastersSolveo
Presentation from the Solveo challenge: How will we make ‘My Great Recipes’ the leader of the digital recipe search, save and sharing space in the US market?
Grow Your Business Club Social media marketing strategy Fraser Hay
Social media marketing strategy and marketing plan coaching from www.growyourbusinessclub.co.uk helps delegates to generate fans, friends, followers, backlinks, traffic, signups, downloads, sales and referrals
Motivational Posters Part 1 - Fresh Spar Technologies - Manojkumar CManojkumar C
These are some top motivational posters that are designed by fresh spar technologies
Social Links:
Linkedin:
https://www.linkedin.com/in/manojkumar--c/
instagram:
https://www.instagram.com/manojkumar._.c/
Youtube:
https://www.youtube.com/@Manojkumar_C/
HashTags:
Fresh Spar Technologies, Spyder Templates, Fresh Spar, fresh spar technologies, manojkumar c, business, startup
How to Launch an Emergency Crowdfunding Campaign for Your NonprofitJulia Campbell
Nonprofit organizations are getting hit hard by the coronavirus crisis. Not only are they experiencing skyrocketing demand from people in need, but social distancing has closed nonprofits and led to layoffs. For charities, the need to support employees and expand services in the face of the COVID-19 crisis is critical.
In this webinar, you will learn a step-by-step framework to planning and launching an emergency crowdfunding campaign.
Learning objectives:
How to identify a goal;
How to figure out what to fund;
How to raise funds for employee relief;
How to choose a platform for your campaign;
How to promote the campaign;
Case studies of successful emergency crowdfunding campaigns running right now.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO
Brand twistfortherefinery 10_29_14
1. 3STRATEGIES
BUILD THE BRAND YOUR
BUSINESS DESERVES
Julie Cottineau, October 29, 2014
The Refinery – Branding Workshop
Twitter@jcottin
Copyright all rights reserved, BrandTwist 2014
6. Our dCeRfinEitAioTnE o Tf BArNaGndIB VLaElu VeALUE
Brand value measures the current and future
earnings
julie@brandtwidstu.coem t |o w twhwe.B rabnrdaTwnisdt.c oams |s wewtw o.Bfra nad Scchooomlonplinae.ncoym | @jcottin
7. 4 KEY QUESTIONS FOR A STRONG BRAND
1.WHO? are the most important targets for the brand?
2.WHAT? is going to compel them to choose and stay loyal?
3.WHY? should these high-priority targets believe?
4.HOW? Is the brand felt in every touch point/ transaction?
julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
9. THE 3 STRATEGIES
1. Know your target’s needs and dreams
2. Make every moment matter
3. Add a fresh twist
julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
13. FITNESS APP – BULLS EYE TARGET
Ally, single, 32, freelance writer
What keeps her up at night?
Her college roommate is getting married – she’s a bridesmaid!
She’s got a new project, working 24/7 with lots of take-out dinners
She spent a fortune on a gym membership – and has gone twice
IT’S TIME TO GROW UP AND GET SERIOUS
julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
14. “Finally Get your FIT Together”
Finally.
get your
FIT
together.
julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
15. GREAT BRANDS AIM HIGHER
WHAT THIS
ENABLES
HOW THEY FEEL
WHAATT CUUSSTTOMEERSS CAAN DO
WHAT YOU OFFER
julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
20. ooVoo COMMON EMOTIONAL BENEFITS
20
COMMON BENEFITS AT THE TOP OF THE PYRAMIDS
CARMEN
(Foreign born)
CARMEN
(Foreign born)
(to be further explored)
Dream Big: be who you want to be
Live In The Moment: don’t miss a thing
Keep it Real: how we live today
DARRELL
DARRELL
(entrepreneur)
(entrepreneur)
KAYLA
(teen girl)
KAYLA
(teen girl)
julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
43. BRAND SCHOOL FACULTY
43
Julie Cottineau
Creator and Dean of Brand School
CEO and Founder BrandTwist
Stacey Harris
Social Media Strategist
The Stacey Harris
Jean Carucci
Strategic Business Planning
Carucci Consultants
Alison Sheehy
Photography and Photo Editing
Alison Sheehy Photography
Laura Winston
Intellectual Property Law
Kim Winston LLP
Rachel Kirschner
Graphic and Web Designer
Let’s Talk Brand
julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
44. FREE BRAND HEALTH CHECK
$500 VALUE
Fill out a Brand Health Form to qualify
julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
My background, been in marketing/branding in one form or another since 1987, been fortunate to work with some great companies on some great product, service and corporate brands. Every experience is different, not a one size all approach, but there are some common themes. Like to share today and see if these can be helpful for RSA.
Why do we pay so much more for the coffee on the right? BRAND!
Minimizing consideration of other brands
Prompting requests for your brand by name
Getting recommended to friends & strangers
Increasing trial of new products & services
Enabling you to charge a premium
Helping you be forgiven when it messes up
Like most successful strategies these are fairly obvious and hopefully many or most of you are already aware of these and practicing some or all of them.
I am going to give you some examples from Virgin and other entrepreneurial brands to add some depth to the obvious and help stimulate your thinking.
There’s space on your worksheets to jot down some notes on how you might further apply these principles to your own thinking. and after I speak for about 20 minutes we are going to spend the remainder of the time on an interactive exercise putting these ideas into action.
So there you have it, 5 simple principles to THINK AND ACT like an entrepreneur.
Hopefully these will help you overcome your Fear of the idea and get some new ideas out there that solve problems and add value.
One idea in the marketplace is worth 100 sitting in a brainstorming folder on your desk.
“women 25-54 Is not a target”
Fill out the personification worksheet, create a rich character. If you multiple targets, repeat the exercise as necessary.
Go through all the questions on the homework.
When you have finished, don’t post the whole persona. Just post:
Who are they (in one sentence)? (ex. business traveller, 42 single, software company owner)
What keeps them up at night?
How do they want to feel when using your Brand?
What would they like to accomplish that they can’t do now? (Not just functionally, but emotionally)
Comment on these Target Personas and answers of 3 of your classmates. Do you think the insights uncovered are strong? If not, how could they be stronger (deeper and more differentiated).
“YOUR BRAND SHOULD ALWAYS BE AHEAD OF YOUR BUSINESS”
What are the core issues in your category?
Do an experience audit through your customer’s eyes
What are the “givens” that need to be questioned?
How can you make it easier to say yes, and re-engage?
In upper class we found that people were taking these salt and pepper shakers home as souvenirs. Rather than fight it, we added this bit of tongue and cheek branding on the bottom: “pinched from Virgin Atlantic”
A nice memento and a story to tell.
When I created my own brand, BrandTwist, I took a look at all the brand consulting firms out there and I saw a lot of red and grey.
And I wanted a brand identiy that reflected my PASSION for branding. So I chose purple. And I leverage it. In my business card and website and even the way I dress. And also in these purple buckets going around. By the way, we are going to have a drawing for a really special prize after the presentation. So if you want to be eligible drop your card in the purple bucket.
Make sure the two purple buckets are circulating.
So we’ve identified an issue we are passionate about and the gap is clear…but finding a solution can be more complicated.
This is where strategy number 2 comes in. Take a fresh look.
Here’s another personal story about fresh perspective. And it’s a true one. About 10 years ago I was in Newark airport running for a flight, heels clicking on the linoleum. And I happened to glance up and see this 747 on the tarmac with huge golden arches on the tailfin. And I remember thinking to myself that makes perfect sense. And I started to imagine what the experience on that plane must be like. I imagined it would be a good value, kid friendly, maybe flew to family destinations like Florida.
And the I looked up again and I realized it didn’t exist, it was actually the reflection of the food court on the airplane parked on the tarmac. I remember it was Continental because at that time the new terminal had been built and the food court is on the inside.
But in the 20 seconds that I thought it did exist I was more excited about the idea of the McDonald’s airplane then the Continental jet I was about to board.
Thus I created while at Interbrand a new way of solving brand issues by going outside of the category for inspiration. And we used this methodology to create many successful new products and services for clients like Hertz, Intel, TD Ameritrade among many others.
I believe so strongly in the power of lateral thinking that when I became an entrepreneur and started MY OWN BUSINESS THIS PAST SEPTEMBER, I CALLED IT BRAND TWIST IN HOMAGE TO THIS IDEA.
How about this pairing?
As we all know APPLE brings CUSTOMIZATION, CONTROL, INTUITIVE DESIGN to it’s product experience.
All things that are sorely lacking with traditional airlines.
Here’s a few examples from Virgin America, a domestic airline that launched in 2007.
Virgin promises a breath of fresh airline but they don’t just say it, they prove It in the actual experience and the interiors of the cabins, with their mood lighting and leather seats support that promise visually.
What’s interesting is this is not a different plane then all of the other carriers. Regular body of an Airbus, two sizes.
It’s just a different approach to providing an experience one that gives the customer control and re-injects pleasure into flying.
To start with…Why does it have to feel like I am getting my appendix removed when I get on a plane
We changed this with mood lighting that automatically puts you at ease- stress reduction by the way is part of our sustainable living vision.
These seat backs have a unique IFE system called RED. You don’t have to wait for the stewardess to come to you. You order any time during the flight when you are ready.
Better customer experience- literally place where you have no control
Eat when you want, no clogged aisles
Cabin crew freed up
Operationally better too-and PAPERLESS- better for the environment.
Paperless: quicker cleaning time, not seat back stuff, no accounting cash out at end of flight
Flexible, can upload new content, put diff items and new items on sale, introduce new partnersHere
UPS stopped thinking like FedEX and took cues from other brands to own the color brown
We are going to do an exercise working at your tables where you think back to strategy #1 and find an issue that is personally relevant to you directly or on behalf of your consumers.
What gap can you identify that needs to be addressed?
Then we are going to use a brand from a different category to inspire some fresh solutions.