This document discusses the importance of creating marketing communications that speak directly to consumers' needs from the beginning of the product development process. It emphasizes that companies should not rely on assumptions, but rather conduct research to understand how consumers will perceive a product. The document provides some key terms that should be considered from the start, such as product design, content planning, and choosing the right promotional channels to clearly deliver the core message in a way that resonates with customers.

1. CREATING PLATFORMS AND
DELIVERING A MARKETING
MESSAGE THAT SPEAKS TO
YOUR CONSUMER’S NEEDS
André Cavero Rodríguez
Telefónica Móviles S.A. (Perú)
@elnomaiden

2. Before I begin…

3. Over the years
we’ve seen lots of
platforms go live,
from Facebooks to
Twitters and
Dwollas to Squares

4. No matter what
you do or what
your platform
does:
YOU NEED TO
SPEAK TOYOUR
CONSUMERS IN
THEIR LANGUAGE

5. Lots of companies
invest millions of
dollars trying to
develop a great
product

6. But then they
don’t put that
much effort in the
communication
part of the plan

7. And by
communication I
don’t mean the
last part of the
process
(advertisment)

8. COMMUNICATIONS
& MARKETING have
to be integrated
with your process
and development
from day 1
1

9. How do you know
if your product or
service is going
to be understood?
You can’t go on a
hunch.

10. Here’s a quick list
of some terms that
should be involved
in all your process
from the beginning

11. Product Design
Content plan
Advanced Promotion
Great Advertising
Disrupt Innovation
Right Place
Perfect Channels

12. As partners in a firm that
specializes in product launches,
we regularly get calls from
entrepreneurs and brand
managers seeking help with their
“revolutionary” products. After
listening politely, we ask about the
research supporting their claims.
The classic response? “We haven’t
done the research yet, but we
know anecdotally that it works and
is totally safe.”
Joan Schneider
President of Schneider Associates
ProductDesign

13. The best thing is
that nowadays
you don’t have to
spend crazy
money to deliver
your message

14. You just got to find
the right
MARKETING
people.Then
create a message,
make it viral and
very easy to
understand

15. Tom Dickson

16. BlendTec went
live with those
videos in late
2006 and is
considered as
one of the best
MKTG campaigns

17. Why?
Because they
delivered the
message very
clearly.
That their
blender can
blend anything

18. ANYTHING!!

19. Now imagine
“the message”
that will make
your costumer
fall in love with
your product or
service

20. 3 Quick Tips
Don’t assume your
customers think
Never assume they
think like you do
Make the message
entertaining and
captivating

21. Always deliver a
clear message
that gives people
confidence,
security and
proper
understanding
The Angry Customer

22. @elnomaiden