Marketing involves informing and educating target markets about a company's value and competitive advantage. The goal is to build preference for a company's products within target markets. Marketing consists of product marketing, corporate marketing, and marketing communications disciplines. Product marketing generates product awareness and demand. Corporate marketing generates company awareness and differentiation. Marketing communications employs various media to support marketing objectives. Social marketing systematically applies marketing concepts and techniques to achieve specific behavioral goals for social good, rather than financial goals like commercial marketing.
ESCOAtlantic’s solution for replacing old roofs, reducing roof heat sinks, and interior hot temperatures is the installation of Epoxy Cool Roof Systems (ECRS). This reflective 20 year warranted Epoxy Cool Roof System (ECRS) product encapsulates and preserve your roof permanently, saving you money, and keeping your roof cool during the hot summer.
A cap sheet, BUR, roofing project that utilized the Astec Re-Ply Roofing system. See the step by step of how an old roof can be restored and how cool roof benefits can be added at less than the cost of replacement.
Gator uses The UNIFLEX Brand when applying the fluid applications on roof tops. This is perfect for Commercial Building, Retail Chains, Warehouses and Storage Companies. By saving 40% off Utility bills each month and rebates from energy companies, the typical ROI is 3-4 years.
Panache Green tech Solutions Pvt. Ltd. ( PGTS) takes the privilege to introduce itself as pioneers in providing Energy Efficient Building Enveloping with its range of innovative products, systems & to deliver the Concept of “Cool Homes without AC!”
Panache started its journey in 2008 as Aesthetic Solutions and in a short span of 6 years it has a wide spectrum clientele of Platinum , Gold LEED rated buildings ,Commercial , Residential and Industrial projects.
Panache with the conscious efforts to promote environment friendly approach , comprises a complete product range of water based products & excels to innovate in sustainable designs , products & systems for various applications.
Please visit:- www.panachegreen.com
Follow our Facebook Page by liking the link
https://www.facebook.com/panachegreen.pgtech
Follow us on twitter
https://twitter.com/PanacheGTech
http://panachegreen.blogspot.in/
This is a short , entertaining , informative and sweet PPT about the cool roofing system that is in process of being adopted by the western countries to make eco-friendly environmentand make a india a better place
if you have any queries dot tell me
Heat reflective paint, cool roof paint, roof coating, cool paint, cool coating, heat reflective coating, cool roof coating, SRI Paint more details can be found at www.vinayakcorp.com
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010Dylan Boyd
Keeping ahead of marketing and advertising trends is a challenge. An even steeper hill to climb? Getting a handle on which trends best suit your company’s needs, goals and budget. And, in this market it’s vital that whichever techniques you do use supply you with results that are measurable.
Join eROI to learn the top 10 things that can shape your ROI model for 2009 and beyond.
WHAT'S IN IT FOR YOU?
Which online trends you should be watching
How storytelling is the new campaign
What tools you can use to listen, learn and measure
Determine what success is and how to define it
[N.B. Better when animated!]
This ppt talks about how businesses need to embrace the Brave New eWorld we are living in, but are failing to.
> Brave New eWorld: we're now living in a fascinating digital revolution, but brands aren't embracing social media as well as they should, with some merely ticking the social media box
> Know Your Customer: It's an age-old business principle and brands that care about their customers (and therefore their bottom line) should listen, learn, and engage; it's about gaining 'real' market intelligence and using it to improve e-strategies
> Power to the People: Normal rules of customer engagement have been changed forever by social media; it's truly democratised the web
> Put the customer first: The customer needs to be at the heart of all online strategies; social engagement therefore should be a core part of any social strategy…the rules of engagement should now be the rules of social engagement
ESCOAtlantic’s solution for replacing old roofs, reducing roof heat sinks, and interior hot temperatures is the installation of Epoxy Cool Roof Systems (ECRS). This reflective 20 year warranted Epoxy Cool Roof System (ECRS) product encapsulates and preserve your roof permanently, saving you money, and keeping your roof cool during the hot summer.
A cap sheet, BUR, roofing project that utilized the Astec Re-Ply Roofing system. See the step by step of how an old roof can be restored and how cool roof benefits can be added at less than the cost of replacement.
Gator uses The UNIFLEX Brand when applying the fluid applications on roof tops. This is perfect for Commercial Building, Retail Chains, Warehouses and Storage Companies. By saving 40% off Utility bills each month and rebates from energy companies, the typical ROI is 3-4 years.
Panache Green tech Solutions Pvt. Ltd. ( PGTS) takes the privilege to introduce itself as pioneers in providing Energy Efficient Building Enveloping with its range of innovative products, systems & to deliver the Concept of “Cool Homes without AC!”
Panache started its journey in 2008 as Aesthetic Solutions and in a short span of 6 years it has a wide spectrum clientele of Platinum , Gold LEED rated buildings ,Commercial , Residential and Industrial projects.
Panache with the conscious efforts to promote environment friendly approach , comprises a complete product range of water based products & excels to innovate in sustainable designs , products & systems for various applications.
Please visit:- www.panachegreen.com
Follow our Facebook Page by liking the link
https://www.facebook.com/panachegreen.pgtech
Follow us on twitter
https://twitter.com/PanacheGTech
http://panachegreen.blogspot.in/
This is a short , entertaining , informative and sweet PPT about the cool roofing system that is in process of being adopted by the western countries to make eco-friendly environmentand make a india a better place
if you have any queries dot tell me
Heat reflective paint, cool roof paint, roof coating, cool paint, cool coating, heat reflective coating, cool roof coating, SRI Paint more details can be found at www.vinayakcorp.com
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010Dylan Boyd
Keeping ahead of marketing and advertising trends is a challenge. An even steeper hill to climb? Getting a handle on which trends best suit your company’s needs, goals and budget. And, in this market it’s vital that whichever techniques you do use supply you with results that are measurable.
Join eROI to learn the top 10 things that can shape your ROI model for 2009 and beyond.
WHAT'S IN IT FOR YOU?
Which online trends you should be watching
How storytelling is the new campaign
What tools you can use to listen, learn and measure
Determine what success is and how to define it
[N.B. Better when animated!]
This ppt talks about how businesses need to embrace the Brave New eWorld we are living in, but are failing to.
> Brave New eWorld: we're now living in a fascinating digital revolution, but brands aren't embracing social media as well as they should, with some merely ticking the social media box
> Know Your Customer: It's an age-old business principle and brands that care about their customers (and therefore their bottom line) should listen, learn, and engage; it's about gaining 'real' market intelligence and using it to improve e-strategies
> Power to the People: Normal rules of customer engagement have been changed forever by social media; it's truly democratised the web
> Put the customer first: The customer needs to be at the heart of all online strategies; social engagement therefore should be a core part of any social strategy…the rules of engagement should now be the rules of social engagement
E-NNOVATE empowers entrepreneurs with innovative tools to create and implement innovative ideas for business success. It considers a 3 stage idea development processes which cut across Conceptualization, Commercialization and Actualization.
Know Your Customer: Social Media World Forum London 2012Meltwater Buzz
Dan Purvis, Director of PR for Meltwater Group, presents how social media has changed the way that businesses and brands engage with customers. Presented at Social Media World Forum in London (March 2012) in conjunction with Paddington & Co., a Meltwater Buzz client.
The briefing document to our two week Create Meaning program in cooperation with the Miami Ad School.
All results will be published on createmeaning.com
Feel free to follow-up Q&A on twitter @createmeaning.com or our blog.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
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Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
4. 1.CONCEPT OF MARKETING
Introduction
Marketing is an instructive business domain that serves to inform and educate
target markets about the value and competitive advantage of a company and its
products.
The goal of marketing is to build and maintain a preference for a company and
its products within the target markets.
1. concept of marketing
SAIS-BC Project
5. 1.CONCEPT OF MARKETING
Marketing Domain
Marketing is an instructive business domain that serves to inform and educate
target markets about the value and competitive advantage of a company and its
products. “Value” is worth derived by the customer from owning and using the
product. “Competitive Advantage” is a depiction that the company or its products
are each doing something better than their competition in a way that could benefit
the customer
Within the larger scope of its definition, marketing is performed through the
actions of three coordinated disciplines named: “Product Marketing”, “Corporate
Marketing”, and “Marketing Communications”.
SAIS-BC Project
1. concept of marketing
6. 1.CONCEPT OF MARKETING
Marketing Domain Disciplines
The “Product Marketing” discipline is an outbound activity aimed at generating
product awareness, differentiation, and demand. The “Corporate Marketing”
discipline is an outbound activity aimed at generating awareness and
differentiation to the company. The “Marketing Communications” discipline is the
employment of a mix of media vehicles that support marketing objectives.
SAIS-BC Project
1. concept of marketing
7. 1.CONCEPT OF MARKETING
The following table summarizes the marketing domain concept definitions
SAIS-BC Project
1. concept of marketing
8. 1.CONCEPT OF MARKETING
The following table summarizes the marketing domain elements
SAIS-BC Project
1. concept of marketing
11. 2. IDEA MARKETING
WHAT YOU WILL LEARN
Develop a framework for marketing and selling your ideas
Evaluate your company’s ability to market ideas to your customers
Infect your customers and colleagues with your ideavirus
Develop and spread your own ideavirus to be more effective as a leader
SAIS-BC Project
2. idea marketing
12. 2. IDEA MARKETING
BIBLIOGRAPHY
Unleashing the Idea Virus, Seth Godin, Do You Zoom Inc., 2000.
Permission Marketing, Seth Godin, www.permission.com
Ideas Rule, Seth Godin, (reprints of Seth Godin’s columns for Fast Company)
www.fastcompany.com/team/sgodin.html
The Tipping Point, Malcolm Gladwell, www.gladwell.com
Ideas, books, etc., by Tom Peters, www.tompeters.com
SAIS-BC Project
2. idea marketing
13. 2. IDEA MARKETING
Idea + Virus = Ideavirus
for the first 100 years or so of our history the country was about
building big and efficient farms. For the next 100 years or so people focused on building
bigger and better factories. This next century will be about ideas.
Unfortunately, no one yet knows for sure how to build a factory for ideas. We do know
that if you get people to accept and embrace your ideas you win. You win financially, gain
power and can change the world. The Holy Grail for anyone who sells ideas is to
“unleash an ideavirus.”
An ideavirus is a big idea that captures its target audience, influencing and changing the
population it infects. Ideaviruses are more than word of mouth. They are ideas, products,
messages that spread like wildfire and catch hold with those in its path.
Another property of an ideavirus is the speed at which it spreads. Word of mouth spreads
ideas within a relatively small group and then the spreading process slows down and dies
out. With ideaviruses using the internet, ideas are spread globally and almost
instantaneously. Because it is so easy to send ideas to others, the true ideavirus keeps
spreading exponentially as more and more people spread it to their contacts and beyond.
Can you think of some ideas that have done that?
SAIS-BC Project
2. idea marketing
14. 2. IDEA MARKETING
Manifesto
In previous economies there were limits. Farms were limited by the size of the crop and
therefore the numbers of people that they could feed. Factories could only produce so
many products and get them into the hands of the people who wanted them.
Ideas are different. They replicate easily and well and often get more powerful and
valuable as more people learn about them.
Seth asks these questions about ideaviruses.
• Where does an ideavirus live?
• How does an ideavirus manifest itself?
• What does it look like?
Ideas of all kinds, Seth believes are similar. He calls them manifestos. An idea manifesto
is a “powerful, logical essay” that assembles a bunch of existing ideas and creates a new
one. Manifestos take on a variety of shapes. These may include:
• A written essay
• An image
• A song
• A product or process
The medium does not matter. What matters is that your manifesto changes the way
people think, talk, or act, and creates value.
SAIS-BC Project
2. idea marketing
15. 2. IDEA MARKETING
Medium
All sorts of ideas regardless of format are lumped into the same category, MANIFESTOS
The medium is the way an idea or manifested is “ENCAPSULATED”.
“A manifesto can be a picture, a phrase, a written article a movie, or even a mathematical
formula.” The purpose of the medium is to transmit the idea virus smoothly and quickly.
The medium is the substance in which the idea lives.
The medium is the form it takes to communicate its message. It is the idea that creates
value and that changes the way people think, talk or act.
SAIS-BC Project
2. idea marketing
16. 2. IDEA MARKETING
Why ideaviruses are son important
1. We live in a winner dominant world. So it’s important if you want to win to be first
and to be dominate in your field.
2. While in the past we focused on making and growing things, now we focus on
making ideas. Therefore, spreading them and having others know and adapt them is
critical.
3. People are more connected than ever. Maintaining and enlarging these connections
happens more and more often and is more and more important. Things spread by
word of “mouse,” flying with incredible speed throughout the world.
4. People are hungry to understand the new and stay on the cutting edge. We are a
country that thrives on the new and being in the know about what’s new.
5. There are more early adopters eager for the next new great thing than ever before.
More and more people want to be in the know about the newest best thing. Look at
the success of such magazines as Wired, Fast Company and PC Magazine.
6. Creating and owning a successful ideavirus can produce tremendous profits. (Zip
Drives, MP3.com, iMac, to name a few).
SAIS-BC Project
2. idea marketing
17. 2. IDEA MARKETING
Launching and ideavirus
Current interruption marketing approaches use a scattershot approach, spraying millions
of messages (ads) and at populations only some of which might be potential markets for
their product or idea. The marketers develop a strong brand with recognized
characteristics, but it is hard and expensive way to attract new customers.
The secret of launching ideaviruses is to help consumers to talk to each other. This is not
easy to do. There are ways to launch your ideavirus that will help them be successful.
One of the key elements of launching an ideavirus is to concentrate the message.You
need to totally “dominate and amaze” the population you have targeted. The secret is to
identify this group and concentrate your efforts here.
SAIS-BC Project
2. idea marketing
18. 2. IDEA MARKETING
Velocity
Velocity, then, is a measure of how fast the idea spreads from one person to another.
The multiplier effect is large and fast steps lead to more people being infected before it
dies out.
In order to be successful, Seth believes ideaviruses need to have a high velocity.
2. idea marketing
SAIS-BC Project
19. 2. IDEA MARKETING
Smoothness
In addition to velocity, the other essential characteristic of successful ideaviruses is the
concept of smoothness. Seth tells us that the smoothness of a particular ideavirus is how
easy it is to use and spread. Does it take just one click to tell someone about a new,
terrific idea, product, or process?
It is easy to tell someone about something obvious like your new hairdresser. It is harder
to tell someone about a new message therapist as it maybe more difficult to bring it up
and to know the words to accurately describe this experience.
Seth describes how really smooth viruses like Hotmail spread by themselves. When you
send someone an email from Hotmail there is a small advertisement on the bottom of the
email. According to Seth, there is a direct relationship between how smooth a product is
and how quickly it catches on.
SAIS-BC Project
2. idea marketing
20. 2. IDEA MARKETING
Sneezers
Some people are more likely to spread an ideavirus.
While some people are dead ends, others are eager to spread the word and share what they’ve heard
about, tried, read, or seen. These are the people Malcolm Gladwell, author of the Tipping
Point called Connectors, Mavens and Salespeople.
Credibility and trust are important characteristics of Sneezers. People have to trust what
they say and believe it enough to act on it. (Gladwell describes Paul Revere as an
example of a successful Sneezer, while William Dawes and others who rode that night
were not so successful at spreading their message.)
Sneezers are the core of any ideavirus. Sneezers are the ones people believe and trust
when they tell them about something new.
SAIS-BC Project
2. idea marketing
21. 2. IDEA MARKETING
Two kinds of sneezers
Promiscuous Sneezers
Promiscuous Sneezers are the members of a group who can be counted on to try to
sell their favorite ideavirus to almost anyone. (Your cousin the insurance salesman is
one example.) Seth Godin describes what he calls promiscuous sneezers in the
following way:
• Promiscuous sneezers can be motivated by money or other inducements.
• Promiscuous sneezers are rarely held in high esteem as opinion leaders, but may
be effective if they are promiscuous enough.
Powerful Sneezers
Powerful sneezers have influence and cannot be bought. Powerful sneezers take risks
when they introduce something new. If what they introduce is not successful, their
influence is reduced.
Powerful sneezers have the ability to set styles and people will follow them. They are
“cool.” Seth gives us the example of Harrison Ford reversing the trend of hatlessness
with his fedora in the Raiders of the Lost Ark movies.
Powerful sneezers are trusted to have high standards. The New York Times is a
powerful sneezer because people trust it to deal with serious issues with the highest
journalistic standards and levels of integrity
SAIS-BC Project
2. idea marketing
22. 2. IDEA MARKETING
The Hive
The Hive is a distinct group of people who share a set of characteristics: the ways in
which they communicate among themselves; spoken and/or unspoken rules and
standards; a common history. Some of these examples might include: Deadheads, readers
of Fast Company, followers of National Public Radio, fraternity brothers, etc.
In order to win with an ideavirus you need to choose your hive first, then build the idea.
Targeted marketing is not in itself a new idea. But, as Seth Godin describes it, a hive is a
market with a problem and a large number of sneezers.
It is critical to the success of an ideavirus (that it go “viral”) that the hive be small
enough for you to overwhelm it and dominate it. You also want to choose a hive through
which you can move your ideavirus quickly.
Be careful to choose the hive that respects the core value of your virus. Different hives
want and need different things. Understanding the real wants and needs of your hive is
critical to making a successful match and seeing your ideavirus go viral.
It is, Seth tells us, far better to pick smaller hives and conquer them a few at a time.
Identify consumers when they are “grouped in bunches and then allow the concentrated
essence of your virus to spread to other hives.”
SAIS-BC Project
2. idea marketing
23. 2. IDEA MARKETING
Persistence
Persistent viruses are overwhelmingly used by the members of the hive. Anyone who is
not on board with this new idea or product will feel left behind and left out.
A persistent idea tips a hive so that the usage of the idea or product is so widespread that
it becomes a given. It is the “standard” and the product. Often, if a product is
particularly persistent, even if a better product or idea emerges, it will not be dislodged
from its now loyal users.
SAIS-BC Project
2. idea marketing
24. 2. IDEA MARKETING
• Make it virusworthy. Make it an idea worth talking about, using, and/or
listening to.
• Identify the hive. To get the full benefit the ideavirus must dominate your hive.
• Expose the idea. Get it to the right people and do whatever it takes to get them into
it as quickly as possible. Pay them if you have to. Never charge for it if you can help
it.
• Figure out what you want the sneezers to say. Don’t let the sneezer decide
what to
say about your ideavirus so that their sneezing is optimized.
• Give sneezers the tools they need to spread the virus. Make it easy for
potential
sneezers to spread the idea. Give him/her a way to send it on. Reward people for
spreading your ideavirus. Ideavirus Tatics
• Once the consumer has volunteered his attention get permission. The
goal is to
get people’s attention. Then you need to build a permanent, reliable chain of
communication. You can use this communication for future enhancements and to
market new ideas.
• Amaze your audience so that they will reinforce the virus and keep it
growing.
Nurture the attention you receive and build a self-reinforcing virus that lasts and
lasts.
• Admit that few viruses last forever. Embrace the lifecycle of the virus.
Recognize
that the needs of the virus change over time. The benefits of the virus also change
over time. Leverage your expenditure for those maximum moments.
SAIS-BC Project
2. idea marketing
26. 3. SOCIAL MARKETING
Definition
Social marketing is the systematic application of marketing along with other concepts
and techniques to achieve specific behavioral goals for a social good
The primary aim of 'social marketing' is 'social good', while in 'commercial marketing'
the aim is primarily 'financial'. This does not mean that commercial marketers can not
contribute to achievement of social good.
Increasingly, social marketing is being described as having 'two parents' - a 'social
parent' = social sciences and social policy, and a 'marketing parent' = commercial and
public sector marketing approaches.
SAIS-BC Project 3. social marketing
27. 3. SOCIAL MARKETING
It is sometimes felt that social marketing is restricted to a particular spectrum of client -- the non-profit
organization, the health services group, the government agency.
These often are the clients of social marketing agencies, but the goal of inducing social change is not
restricted to governmental or non-profit charitable organizations; it may be argued that corporate public
relations efforts such as funding for the arts are an example of social marketing
Social marketing applies a “customer oriented” approach and uses the concepts and tools used by
commercial marketers in pursuit of social goals like Anti-Smoking-Campaigns or fund raising for
NGOs. An example of a social marketing firm is The Media Network, a company based outside
Washington, DC that holds contracts with various federal agencies.
SAIS-BC Project 3. social marketing
28. 3. SOCIAL MARKETING
Social marketing began as a formal discipline in 1971, with the publication of quot;Social Marketing: An Approach to
Planned Social Changequot; in the Journal of Marketing by marketing experts Philip Kotler and Gerald Zaltman.
Craig Lefebvre and June Flora eight essential components of social marketing
1. A consumer orientation to realize organizational (social) goals
2. An emphasis on the voluntary exchanges of goods and services between providers and consumers
3. Research in audience analysis and segmentation strategies
4. The use of formative research in product and message design and the pretesting of these materials
5. An analysis of distribution (or communication) channels
6. Use of the marketing mix - utilizing and blending product, price, place and promotion characteristics in intervention
planning and implementation
7. A process tracking system with both integrative and control functions
8. A management process that involves problem analysis, planning, implementation and feedback functions
SAIS-BC Project 3. social marketing
29. 3. SOCIAL MARKETING
Speaking of what they termed quot;social change campaigns,quot; Kotler and Roberto introduced the subject
by writing, “A social change campaign is an organized effort conducted by one group (the change agent)
which attempts to persuade others (the target adopters) to accept, modify, or abandon certain ideas,
attitudes, practices or behavior.quot; Their 1989 text was updated in 2002 by Philip Kotler, Ned Roberto
and Nancy Lee.
SAIS-BC Project 3. social marketing
30. 3. SOCIAL MARKETING
Bibliography
Additional well-regarded texts which further cover the subject include
Alan R. Andreasen’s classic Marketing Social Change (ISBN 0-7879-0137-7),
Nedra Kline Weinreich’s Hands-On Social Marketing (ISBN
0-7619-0867-6), Fostering Sustainable Behavior (ISBN 0-86571-406-1) by
Doug McKenzie-Mohr and William Smith, and Social Marketing - Why
Should the Devil Have All the Best Tunes? (ISBN 0-7506-8350-3) by Gerard
Hastings.
SAIS-BC Project 3. social marketing
31. 4. THE 7 DOORS MODEL
SAIS-BC Project 4. the 7 doors model
By Les Robinson
32. 4. THE 7 DOORS MODEL
SAIS-BC Project 4. the 7 doors model
By Les Robinson
33. 4. THE 7 DOORS MODEL
1. Role models and visions
In this model people tend to adopt voluntary changes because they are unhappy, frustrated or
dissatisfied with their lives or businesses. This dissatisfaction provides the energy and motivation for
change.
Dissatisfaction happens when the reality of life contradicts people's hopes, dreams and sense of
identity. It's not about rational calculation. It's about the role of the imagination: the ever shifting
dream world that swirls around our identity (our hopeful self).
There are many elements on our 'hopeful self', including values (things we value); perceived social
norms (what we think our peers value); and hopes (our vision for our lives). But life isn't a dream, it's
full of indignities and frustrations. The bigger the dissonance between dreams and reality, the more
unattainable our dreams seem, then the greater the motivation for change. Dissonance alone does not
make change however. It actually blocks change unless there are feasible pathways for change and
social 'invitations' to entice/kick us out of out comfy zones - that's where the other elements of the
model come in.
SAIS-BC Project 4. the 7 doors model
By Les Robinson
34. 4. THE 7 DOORS MODEL
2. Rational knowledge
People need a grab-bag of beliefs and arguments they can use to justify the
change to themselves and others.
Humans are story-telling creatures. At any moment we are capable of
generating stories to justify whatever we are doing or thinking about. Our
experience tells us that these stories can sometimes be rather thin (we've
all met people, who, for instance, when all else fails, said 'I did it because I
wanted to').
SAIS-BC Project 4. the 7 doors model
By Les Robinson
35. 4. THE 7 DOORS MODEL
3. Confidence
Confidence or 'self-efficacy' is essential. People need to believe they are capable of
initiating a change and having the skills to follow through to completion. Personal
change can be tremendously intimidating. Even simple changes like going on a diet or
going to a gym can be put off for years because people doubt they have the will-power
to follow through.
SAIS-BC Project 4. the 7 doors model
By Les Robinson
36. 4. THE 7 DOORS MODEL
4. Convenience
It's a basic principle that new actions should be easy to do, simple to understand,
accessible and the right price. The overall 'cost' of acting, in time, effort, brain
power and money, should be as small as possible. Actions that actually save time
and effort are highly likely to be adopted. Those that increase the actors' costs may
prove difficult to sustain.
SAIS-BC Project 4. the 7 doors model
By Les Robinson
37. 4. THE 7 DOORS MODEL
5. Social influencers & 6. Change spaces
In the 7 Doors model, change is a social phenomenon. Virtually no one adopts
a new change in a private bubble. Family, friends and workmates are intimately
involved as triggers of change. Significant words are spoken. The actors are
dragged or prodded or enticed out of their comfort zones by people they
know they will have to go on living with.
SAIS-BC Project 4. the 7 doors model
By Les Robinson
38. 4. THE 7 DOORS MODEL
7. Satisfaction
And lastly, the change must work. It has to be satisfying in terms that matter
to the actors. It must deliver ease, cost savings, status or prestige. It must
actually reduce the dissatisfactions that led to the initial involvement of the
actors in your program. It may also deliver unexpected satisfactions, just as
going to the gym may unexpectedly improve one's social life.
SAIS-BC Project 4. the 7 doors model
By Les Robinson