"developed and presented to numerous client groups. I would be happy to share them with an prospective employer as it shows the thoroughness and the polish of my research and work".
Building a brand in the digital landscape: Dollar Shave ClubChristian Dankl
Brand building is a complex business, and the digital world offers marketers many channels to get your brand message across. With consumers now on multiple screens and constantly connected to the internet, how do marketers reach through the noise and make a success within this digital landscape.
At a recent IAB event, my colleague Ben Arnold and I had the chance to talk about how the Dollar Shave Club used native video advertising to break the razor blade monopoly. Dollar Shave Club’s video amassed nearly 5M views within three months of its upload and stands at an extraordinary 16M today. With limited funding available the Dollar Shave Club focused on native video seeding & advertising supported by branded search and acquired 12,000 paying subscribers within 48h. Today Dollar Shave Club boasts 1M members and is on track to achieve $50M in revenue this year.
STARBRANDS // BUILT TO SHINE: Luxury marketingSOFAMI.PL
Nasz pogląd czyli The Brand Marriage Company na marketing marek i produktów luksusowych a w szczególności ich strategię i budowę pod kątem segmentacji konsumentów dóbr luksusowych.
Our (The Brand Marriage Company) view on luxury marketing.especially luxury brand strategy and brand building in regards to luxury consumers segmentation.
Do you know the Olympic Games’ rules of brand engagement? In this PBJS white paper, we outline the social media landscape for Rio 2016 and winning experiential strategies for reaching spectators — especially Millennials — at the Games and around the world.
Brit Vezina has developed a promotional campaign for Crystal Head Vodka to increase brand awareness and sales. The campaign builds on the mystery of the legendary Crystal Skulls and positions Crystal Head as "the 14th skull." Creative executions include packaging resembling a pre-Columbian temple to deliver vodka to bars, interactive coasters that reveal images of skulls when cold drinks are placed on them, and an outdoor ad bringing the excavation of skulls to life through an augmented reality app.
The values of Millennial shoppers are changing how we define and sell luxury. Learn how this consumer has evolved, and which luxury brands are winning by offering meaningful experiences instead of just stuff.
Sterling Kane aims to become the Warby Parker of men's leather goods by eliminating middlemen costs. The founders have extensive experience in leather supply chains. They plan to source high-quality materials directly from suppliers and manufacturers to produce luxury goods at 40-60% lower prices than competitors. By selling online and making products to order, they can cut costs while maintaining quality. Projections show Sterling Kane reaching $10M in revenue and $4.2M in profits by 2017 with an initial $350k investment. The founders are seeking angel funding and introductions to scale e-commerce companies.
Building a brand in the digital landscape: Dollar Shave ClubChristian Dankl
Brand building is a complex business, and the digital world offers marketers many channels to get your brand message across. With consumers now on multiple screens and constantly connected to the internet, how do marketers reach through the noise and make a success within this digital landscape.
At a recent IAB event, my colleague Ben Arnold and I had the chance to talk about how the Dollar Shave Club used native video advertising to break the razor blade monopoly. Dollar Shave Club’s video amassed nearly 5M views within three months of its upload and stands at an extraordinary 16M today. With limited funding available the Dollar Shave Club focused on native video seeding & advertising supported by branded search and acquired 12,000 paying subscribers within 48h. Today Dollar Shave Club boasts 1M members and is on track to achieve $50M in revenue this year.
STARBRANDS // BUILT TO SHINE: Luxury marketingSOFAMI.PL
Nasz pogląd czyli The Brand Marriage Company na marketing marek i produktów luksusowych a w szczególności ich strategię i budowę pod kątem segmentacji konsumentów dóbr luksusowych.
Our (The Brand Marriage Company) view on luxury marketing.especially luxury brand strategy and brand building in regards to luxury consumers segmentation.
Do you know the Olympic Games’ rules of brand engagement? In this PBJS white paper, we outline the social media landscape for Rio 2016 and winning experiential strategies for reaching spectators — especially Millennials — at the Games and around the world.
Brit Vezina has developed a promotional campaign for Crystal Head Vodka to increase brand awareness and sales. The campaign builds on the mystery of the legendary Crystal Skulls and positions Crystal Head as "the 14th skull." Creative executions include packaging resembling a pre-Columbian temple to deliver vodka to bars, interactive coasters that reveal images of skulls when cold drinks are placed on them, and an outdoor ad bringing the excavation of skulls to life through an augmented reality app.
The values of Millennial shoppers are changing how we define and sell luxury. Learn how this consumer has evolved, and which luxury brands are winning by offering meaningful experiences instead of just stuff.
Sterling Kane aims to become the Warby Parker of men's leather goods by eliminating middlemen costs. The founders have extensive experience in leather supply chains. They plan to source high-quality materials directly from suppliers and manufacturers to produce luxury goods at 40-60% lower prices than competitors. By selling online and making products to order, they can cut costs while maintaining quality. Projections show Sterling Kane reaching $10M in revenue and $4.2M in profits by 2017 with an initial $350k investment. The founders are seeking angel funding and introductions to scale e-commerce companies.
Cultural Strategy Battle School - iStrategyLabsEric Shutt
Cultural Brand Strategy is the link between creative and strategy that can elevate brands, campaigns, and creative work to achieve a culturally iconic status. These creative executions side-step conventional marketing value propositions and categorical benefits — in favor of positioning Brands to address, disrupt, and resolve specific cultural tensions in a social context. Often ‘snuck in’ by agency creatives and missing from explicit client creative direction — learn the basics of how to identify, create and execute on creative strategy in a new way.
Theory and sources by Douglas Holt & Douglas Cameron; 'Cultural Strategy' & 'How Brands Become Icons'.
During IMC 61: Brand Equity Management, we had to conduct a brand audit on our company of choice. For my audit, I chose the men's grooming startup, Harry's.
This document discusses how brands can fail and provides strategies to prevent failure. It identifies common reasons for brand failure such as overestimating the market size, ineffective promotion, and pricing issues. The document also discusses the concept of branding and defines a brand as a person's gut feeling about a product. It emphasizes the importance of understanding customers and differentiating the brand. Additionally, the document outlines four disciplines of brand building: differentiation, collaboration, innovation, and cultivation.
Luxury Workshop: The Psychology of Luxury ShoppingCrobox
From Crobox's behavioral psychologists, learn about the behavioral motives and psychological drivers behind luxury consumption. Then, we give you a workshop on how to market your luxury products better.
Starbucks achieves commercial success through a variety of factors:
1. It offers a large product variety including coffees, teas, foods and merchandise.
2. It has globally expanded to over 19,000 stores worldwide through strategic high-traffic locations.
3. It cultivates a café culture that targets young professionals and mirrors Italian coffee houses as a "Third Place."
4. It balances profitability with social responsibility initiatives like hiring veterans and fair trade coffee.
5. It forms partnerships through co-branding with companies and celebrity endorsements which increase sales and brand awareness.
6. It innovates through mobile technology like free Wi-Fi, a rewards app, and mobile payment which enhance the
This document provides background information and proposed research questions for a marketing research project on Ballast Point Brewery. The group aims to understand how perceptions of Ballast Point differ between those aware and unaware of its recent acquisition by Constellation Brands. They hypothesize knowledge of the acquisition may change views of Ballast Point's brand personality and loyalty. A mock survey is included to measure factors influencing consumer preference and loyalty toward Ballast Point before and after informing them of the acquisition.
This creative brief outlines a campaign to promote Warby Parker glasses and their "buy a pair, give a pair" initiative. The target audience is ages 20-40 who value style and affordability. The opportunity is to gain new customers and retain existing loyal customers through advertisements in magazines like Vogue and billboards. The strategic idea is that customers can feel good buying affordable, high-quality glasses that also donate a pair to someone in need. The campaign will communicate this message through the big idea "Making Four Eyes Fashionable #BuyAPairGiveAPair". The deliverables are print ads and an out-of-home subway wrap ad in New York City.
The document discusses how to build an iconic brand through cultural branding. It argues that most brands focus too narrowly on functional benefits and abstract emotional benefits rather than championing an ideology that resonates with consumers. Iconic brands engage with key cultural issues in society and position themselves as advocates for an ideology. The document provides examples of how brands like Ben & Jerry's, Mountain Dew, and Nike became iconic by leveraging cultural tensions and popular myths through their branding strategies. It presents cultural branding as a way to move beyond "mindshare branding" approaches and build strong emotional connections with consumers.
Apache Blaze aims to provide an alternative marketplace for American made glass art and accessories by eliminating barriers faced by American artists. Imports are flooding the market and shutting American artists out of a $2 billion industry. Etsy and PayPal recently banned the sale of pipes on their platforms, impacting many American glass artists. Apache Blaze will launch an e-commerce site and warehouse to directly connect buyers with American artists, promoting artisanal and custom pieces while supporting veterans and local businesses.
College: Boston University
Class: Principles and Practices in Advertising
Group project to develop a campaign for Harry's Razor in efforts to build brand awareness to target audience.
Fashion and Luxury Brand Strategy, Soon After Internet Massification Margarida E. Pereira
1. Younger consumers and new groups will become the dominant luxury brand segments as market pressures drive a second wave of luxury brand consolidation.
2. Luxury brands will need to focus on customer experience through personalization, uniqueness, and new digital flagship stores to engage younger consumers online and in new markets.
3. Emerging technologies like nanotechnology, implantable devices, and virtual/augmented reality will allow new luxury players to emerge as tastes and customer desires change.
Watch the video here: http://blog.mindswarms.com/mindswarms-on-millennials-technology-and-the-new-luxury/
A top line report on how Millennials view Luxury differently from previous generations.
September 2013
This document explores collective brand relationships between Nike and NBRO Running within a postmodern context. It examines how members of NBRO Running ascribe symbolic meanings to their relationship with Nike. It introduces a cultural brand perspective that views brands as icons within a "myth market" of cultural contradictions. The paper analyzes how Nike reinvented the American Dream ideal through endorsements and slogans over time. It also discusses Nike's role in today's myth market and a potential future of anti-branding movements challenging corporate brands.
The man will be a Scottish warrior who has just won an epic battle. He is wearing face paint and a kilt. He raises his sword in victory but is parched. He reaches for an Irn-Bru and says "Nothing refreshes like an Irn-Bru!" before taking a refreshing swig. In the background, his fellow clansmen cheer on his triumphant victory.
The print shows the victorious warrior holding his sword aloft while grasping an Irn-Bru bottle in his other hand. The slogan reads "Irn-Bru - The Warrior's Refreshment".
The advergame pits the warrior against increasingly difficult levels of pixelated enemies that must be defeated in battle
The man will be a Scottish warrior who has just won an epic battle. He is wearing face paint and holding his sword, looking triumphant. He takes a swig from his trusty Irn-Bru bottle, then smiles and winkles as if sharing an inside joke with the viewer. The slogan reads "Irn-Bru - It gives you the strength of ten Scotsmen!"
The document discusses the shift from materialistic displays of luxury and wealth to a more experiential and sustainable view of luxury. It provides examples of how luxury brands are focusing more on unique experiences, simplicity, environmental and social responsibility, and less on overt displays of wealth and status symbols. The rise of small couture houses and gastropubs that emphasize food and ambiance over frills are given as examples, as well as sustainable practices of brands like Stella McCartney and initiatives like the Sustainable Luxury Conference.
How Millennials Shop for Luxury and WatchesNavin Mangalat
Millennials expect experiences over material goods and value authenticity. A survey of 300 MBA students from top global schools found that while millennials appreciate luxury, it signifies fashion and success rather than showing off. Most recent luxury purchases were offline for the experience, but online research influences decisions. Millennials demand digital engagement like mobile apps and exclusive offers. For watches, craftsmanship is most important, and smartwatch functionality could justify higher prices from traditional brands.
This document defines mega trends and counter trends that influence markets. It discusses how trends like an aging population, immigration, and individualism affect marketing responses. Examples of behavioral mega trends include smart products and time compression. Global consumer trends involve complexity in age, gender, life stage and income. Innovative marketing uses tools like consumer generated advertising and crowd sourcing. Counter trends go against the grain. The document advises being consumer centric, thinking small, tapping pop culture, and standing for a brand personality. It provides resources for keeping up with marketing trends.
Virtual, Collaborative Workplaces: How to Improve ProductivityCognizant
The document discusses the opportunities and challenges of the new virtually collaborative workplace. It describes how the new workplace is defined by people always being connected through technology, work locations converging as people work from multiple places, and increased global collaboration. While this brings benefits like improved work-life balance and cost savings, it also creates challenges like information overload, distance between remote workers, and a lack of appropriate collaboration tools. The document provides examples of how organizations are addressing these challenges through initiatives like providing social software, encouraging face-to-face meetings, and focusing on results rather than time spent.
Social activists. Environmental activists. Consumer activists. Activist shareholders. Today, there is no shortage of activists affecting business operations in some way. These stand-up-for-what-is-right campaigners may either be an employer’s best advocates or its worst opponents. In either case, they are change agents.
Cultural Strategy Battle School - iStrategyLabsEric Shutt
Cultural Brand Strategy is the link between creative and strategy that can elevate brands, campaigns, and creative work to achieve a culturally iconic status. These creative executions side-step conventional marketing value propositions and categorical benefits — in favor of positioning Brands to address, disrupt, and resolve specific cultural tensions in a social context. Often ‘snuck in’ by agency creatives and missing from explicit client creative direction — learn the basics of how to identify, create and execute on creative strategy in a new way.
Theory and sources by Douglas Holt & Douglas Cameron; 'Cultural Strategy' & 'How Brands Become Icons'.
During IMC 61: Brand Equity Management, we had to conduct a brand audit on our company of choice. For my audit, I chose the men's grooming startup, Harry's.
This document discusses how brands can fail and provides strategies to prevent failure. It identifies common reasons for brand failure such as overestimating the market size, ineffective promotion, and pricing issues. The document also discusses the concept of branding and defines a brand as a person's gut feeling about a product. It emphasizes the importance of understanding customers and differentiating the brand. Additionally, the document outlines four disciplines of brand building: differentiation, collaboration, innovation, and cultivation.
Luxury Workshop: The Psychology of Luxury ShoppingCrobox
From Crobox's behavioral psychologists, learn about the behavioral motives and psychological drivers behind luxury consumption. Then, we give you a workshop on how to market your luxury products better.
Starbucks achieves commercial success through a variety of factors:
1. It offers a large product variety including coffees, teas, foods and merchandise.
2. It has globally expanded to over 19,000 stores worldwide through strategic high-traffic locations.
3. It cultivates a café culture that targets young professionals and mirrors Italian coffee houses as a "Third Place."
4. It balances profitability with social responsibility initiatives like hiring veterans and fair trade coffee.
5. It forms partnerships through co-branding with companies and celebrity endorsements which increase sales and brand awareness.
6. It innovates through mobile technology like free Wi-Fi, a rewards app, and mobile payment which enhance the
This document provides background information and proposed research questions for a marketing research project on Ballast Point Brewery. The group aims to understand how perceptions of Ballast Point differ between those aware and unaware of its recent acquisition by Constellation Brands. They hypothesize knowledge of the acquisition may change views of Ballast Point's brand personality and loyalty. A mock survey is included to measure factors influencing consumer preference and loyalty toward Ballast Point before and after informing them of the acquisition.
This creative brief outlines a campaign to promote Warby Parker glasses and their "buy a pair, give a pair" initiative. The target audience is ages 20-40 who value style and affordability. The opportunity is to gain new customers and retain existing loyal customers through advertisements in magazines like Vogue and billboards. The strategic idea is that customers can feel good buying affordable, high-quality glasses that also donate a pair to someone in need. The campaign will communicate this message through the big idea "Making Four Eyes Fashionable #BuyAPairGiveAPair". The deliverables are print ads and an out-of-home subway wrap ad in New York City.
The document discusses how to build an iconic brand through cultural branding. It argues that most brands focus too narrowly on functional benefits and abstract emotional benefits rather than championing an ideology that resonates with consumers. Iconic brands engage with key cultural issues in society and position themselves as advocates for an ideology. The document provides examples of how brands like Ben & Jerry's, Mountain Dew, and Nike became iconic by leveraging cultural tensions and popular myths through their branding strategies. It presents cultural branding as a way to move beyond "mindshare branding" approaches and build strong emotional connections with consumers.
Apache Blaze aims to provide an alternative marketplace for American made glass art and accessories by eliminating barriers faced by American artists. Imports are flooding the market and shutting American artists out of a $2 billion industry. Etsy and PayPal recently banned the sale of pipes on their platforms, impacting many American glass artists. Apache Blaze will launch an e-commerce site and warehouse to directly connect buyers with American artists, promoting artisanal and custom pieces while supporting veterans and local businesses.
College: Boston University
Class: Principles and Practices in Advertising
Group project to develop a campaign for Harry's Razor in efforts to build brand awareness to target audience.
Fashion and Luxury Brand Strategy, Soon After Internet Massification Margarida E. Pereira
1. Younger consumers and new groups will become the dominant luxury brand segments as market pressures drive a second wave of luxury brand consolidation.
2. Luxury brands will need to focus on customer experience through personalization, uniqueness, and new digital flagship stores to engage younger consumers online and in new markets.
3. Emerging technologies like nanotechnology, implantable devices, and virtual/augmented reality will allow new luxury players to emerge as tastes and customer desires change.
Watch the video here: http://blog.mindswarms.com/mindswarms-on-millennials-technology-and-the-new-luxury/
A top line report on how Millennials view Luxury differently from previous generations.
September 2013
This document explores collective brand relationships between Nike and NBRO Running within a postmodern context. It examines how members of NBRO Running ascribe symbolic meanings to their relationship with Nike. It introduces a cultural brand perspective that views brands as icons within a "myth market" of cultural contradictions. The paper analyzes how Nike reinvented the American Dream ideal through endorsements and slogans over time. It also discusses Nike's role in today's myth market and a potential future of anti-branding movements challenging corporate brands.
The man will be a Scottish warrior who has just won an epic battle. He is wearing face paint and a kilt. He raises his sword in victory but is parched. He reaches for an Irn-Bru and says "Nothing refreshes like an Irn-Bru!" before taking a refreshing swig. In the background, his fellow clansmen cheer on his triumphant victory.
The print shows the victorious warrior holding his sword aloft while grasping an Irn-Bru bottle in his other hand. The slogan reads "Irn-Bru - The Warrior's Refreshment".
The advergame pits the warrior against increasingly difficult levels of pixelated enemies that must be defeated in battle
The man will be a Scottish warrior who has just won an epic battle. He is wearing face paint and holding his sword, looking triumphant. He takes a swig from his trusty Irn-Bru bottle, then smiles and winkles as if sharing an inside joke with the viewer. The slogan reads "Irn-Bru - It gives you the strength of ten Scotsmen!"
The document discusses the shift from materialistic displays of luxury and wealth to a more experiential and sustainable view of luxury. It provides examples of how luxury brands are focusing more on unique experiences, simplicity, environmental and social responsibility, and less on overt displays of wealth and status symbols. The rise of small couture houses and gastropubs that emphasize food and ambiance over frills are given as examples, as well as sustainable practices of brands like Stella McCartney and initiatives like the Sustainable Luxury Conference.
How Millennials Shop for Luxury and WatchesNavin Mangalat
Millennials expect experiences over material goods and value authenticity. A survey of 300 MBA students from top global schools found that while millennials appreciate luxury, it signifies fashion and success rather than showing off. Most recent luxury purchases were offline for the experience, but online research influences decisions. Millennials demand digital engagement like mobile apps and exclusive offers. For watches, craftsmanship is most important, and smartwatch functionality could justify higher prices from traditional brands.
This document defines mega trends and counter trends that influence markets. It discusses how trends like an aging population, immigration, and individualism affect marketing responses. Examples of behavioral mega trends include smart products and time compression. Global consumer trends involve complexity in age, gender, life stage and income. Innovative marketing uses tools like consumer generated advertising and crowd sourcing. Counter trends go against the grain. The document advises being consumer centric, thinking small, tapping pop culture, and standing for a brand personality. It provides resources for keeping up with marketing trends.
Virtual, Collaborative Workplaces: How to Improve ProductivityCognizant
The document discusses the opportunities and challenges of the new virtually collaborative workplace. It describes how the new workplace is defined by people always being connected through technology, work locations converging as people work from multiple places, and increased global collaboration. While this brings benefits like improved work-life balance and cost savings, it also creates challenges like information overload, distance between remote workers, and a lack of appropriate collaboration tools. The document provides examples of how organizations are addressing these challenges through initiatives like providing social software, encouraging face-to-face meetings, and focusing on results rather than time spent.
Social activists. Environmental activists. Consumer activists. Activist shareholders. Today, there is no shortage of activists affecting business operations in some way. These stand-up-for-what-is-right campaigners may either be an employer’s best advocates or its worst opponents. In either case, they are change agents.
The Sales & Marketing Maturity Assessment Tool is a framework that helps organizations assess their current status in sales and marketing functions, identify areas for improvement, and develop a path for becoming more customer-centric. It covers 6 categories of sales and marketing and 41 specific functions, providing a maturity score for each. Organizations can use the results to prioritize improvements, develop implementation plans, and track progress towards best practices. The tool helps organizations close the gap between their institution and customers.
This document discusses ethics and ethical behavior in business and sales. It covers management's social responsibilities to stakeholders, influences on ethical behavior like moral development levels, the need for ethical guidelines and a fixed point of reference, and responsibilities around ethics in dealings with salespeople, customers, and internationally. It emphasizes establishing a code of ethics, leading ethically, and looking for employers with missions focused on service, integrity, and character.
Know Your Customer (KYC) refers to banks obtaining identifying information from customers to prevent money laundering and financing of terrorism. The key aspects of KYC include:
1) Setting up a compliance unit to monitor accounts and transactions on an ongoing basis and update customer information regularly.
2) Obtaining proper identification and information about customers' employment/business when opening accounts or making significant changes.
3) Monitoring transactions to identify any that are unusually large or inconsistent with the customer's history.
The Digital Workplace - Building a more productive digital work environment s...Oscar Berg
The document discusses building a more productive digital work environment. It notes that constant change, time pressures, and other factors are challenging for employee productivity. The current digital workplace is fragmented, with silos, lack of collaboration, and tools not integrated or suited for mobile work. It argues for a holistic, people-centric approach called the Digital Workplace to empower employees through improved services, common governance, and a focus on continuous improvements rather than projects.
What’s with seizing opportunities in Business? Play a game of Lotto Poker at Explosive Global and you will know how to enjoy the game while winning huge.
3 Things Every Sales Team Needs to Be Thinking About in 2017Drift
Thinking about your sales team's goals for 2017? Drift's VP of Sales shares 3 things you can do to improve conversion rates and drive more revenue.
Read the full story on the Drift blog here: http://blog.drift.com/sales-team-tips
This document summarizes Dr. Tim Kastelle's presentation on innovation and business models. It begins with a brief history of computing innovation from Leibniz's binary notation in the 1670s to the ENIAC in 1948. It then defines innovation as the process of creating variety through new ideas, selecting the best ideas, and replicating ideas. Examples are given of business model innovation at Goldcorp and Monty Python. The document concludes with a comparison of the traditional record label business model versus musician Kristin Hersh's model of direct artist support through subscriber levels.
Johnnie Walker is a globally dominant scotch whiskey brand owned by Diageo. In 2013, Johnnie Walker had case sales of 19.7 million, significantly higher than its top competitors. To maintain and grow its brand equity, Johnnie Walker utilizes integrated marketing campaigns across various channels to build brand awareness and positive associations. Recommendations to further strengthen the brand include secondary brand partnerships through co-branding, celebrity endorsements, and sponsoring music festivals to appeal to younger consumers.
2a dokuz eylul university izmir int week 2013 passion brandSander Janssens
This document discusses strategies for developing strong brand positioning. It provides examples of personas for different target consumer segments that could use an iPad, such as a service manager and student. The document emphasizes understanding target consumers' values, motivations for purchasing the product, and media consumption behaviors. It also provides a framework for describing key aspects of a passion brand, including its ideology, capabilities, target consumers, and relevant environmental context.
This document provides a comprehensive analysis of competitors to Fernet-Branca, an Italian bitter liqueur. It outlines the history and trends of bitters, as well as key data on the alcohol industry and target millennial market. Two main competitors, Jägermeister and Fireball, are examined. For Jägermeister, campaigns emphasizing heritage and ingredients are summarized. Fireball's early unconventional marketing focusing on social media and samples is highlighted. Strengths and weaknesses of both brands compared to Fernet-Branca are then presented.
This was a presentation created for a Strategic Brand Management module. The brief was to audit a brand, the brand which was chosen was the whiskey Johnnie Walker
This document provides an agenda and background information on the cosmetic industry and the company Morphine Lips. [1] It discusses Morphine Lips' products which are high-end lip products containing a small amount of benzocaine to leave one's lips numb, targeted towards a youthful demographic.
*PLEASE NOTE THIS IS A MOCK CAMPAIGN* This presentation is not affiliated with Yamaha Watersports. This is a student presentation to Yamaha as part of our coursework.
This campaign was created by my group for the University of Florida's capstone senior advertising class. We presented this to Yamaha Watercraft in which we show how we would accomplish our goal of raising awareness by 20% amongst Millenial Males for the new entry-level Yamaha WaveRunner. It has a special focus on guerilla and social media marketing techniques as well as public relations. It also includes a niche market of military Millenial males, in which we based our creative around.
Effective Diversity Marketing in Retail: A Look at MEXX in 2006Adrian Parker
In 2001, the international fashion brand MEXX was introduced in the U.S. After 5 years of riding the topsy turvy retail waves, the U.S. division employed aggressive diversity marketing tactics in hopes of reviving the brand and reaching under-served consumers.
“The next consumer revolution has begun,” states Clara Hendon of Sterling Brands (http://sterlingbrands.com). This is one of the trends that she presented to attendees of the Destination Design Management conference this month in Huntington Beach, California.
Ms. Hendon highlights the following trends:
1. for consumers, it’s re-evaluation time
2. brandicide – a trend on the rise
3. brands out of sync are brands out of favor
4. consumer skepticism – now on steroids
5. make it in america…but make it great
6. at-home incubating – it’s all the rage
7. local – the connection that matters
8. addiction to discounting can hurt a brand
9. the next consumer revolution has begun
10. from frivolity to frugality
This document provides an overview of Grupo Modelo's international marketing strategies for Corona beer. It includes an analysis of the company's current situation, vision, mission, industry, key performance indicators, competitors, financial statements, PESTEL analysis, Porter's 5 forces model, SWOT analysis, 7P's of marketing, market segmentation, strategies, positioning, and recommendations. Grupo Modelo is Mexico's largest beer producer and Corona is the top imported beer in the US. The document outlines Corona's "fun in the sun" marketing campaigns and beach-themed positioning as an escape from everyday life.
Crowdsourcing involves outsourcing tasks to a large, undefined network of people. The document discusses the history and types of crowdsourcing, providing examples from the 18th century Longitude Prize to modern contests. It also summarizes Lay's "Do Us a Flavor" campaign, which received over 3.8 million flavor submissions and saw a 12% rise in sales. The campaign engaged millennials through social media and partnerships while shortening product development cycles.
This document outlines Heineken's marketing plan to relaunch their James Bond campaign with a new approach to better connect with female audiences. It discusses Heineken's history and mission, identifies the need to expand their target market, and proposes strategies around product, price, placement, and promotion. Key objectives include repositioning the brand in consumers' minds, especially women, by offering a more pleasant and appealing product that meets public expectations. The plan will be evaluated through website/sales metrics, customer surveys and feedback.
Gorby is an experienced art director and multimedia designer who has worked with many major brands. He specializes in concept development, design, production coordination, and ensuring projects are completed on time and on budget. Some of his past accomplishments include winning an award for his creative work for an LPGA guide and managing all creative aspects of several golf tournaments.
Gillette Fusion Proglide Intro to Marketing 2013 03fscwong
Gillette's Fusion ProGlide Power razor is targeted at younger male consumers between Gen X and Gen Y. The razor is positioned as an innovative product with advanced technology like microcomb blades and a precision trimmer. Gillette aims to appeal to gadget-savvy younger males interested in grooming and style. While the razor faces competition from other brands, Gillette believes its history of innovation in razor technology and marketing targeted towards younger demographics will help the Fusion ProGlide Power succeed in the razor market.
The document summarizes John Greene's presentation on how marketing can learn from the music industry's reinvention. Some key lessons are: (1) Products are becoming experiences; (2) Competitors include those changing customer expectations across industries; (3) Insights should provoke rather than just inform. The music industry survived digital disruption by shifting from selling products to experiences, recognizing a wider range of competitors, and inspiring customers through provocation rather than just information. These lessons can help other industries also adapt to digital disruption.
ONEHOPE is a global cause brand that donates 50% of profits from wine and other products to charitable causes. It aims to make giving back a lifestyle choice. ONEHOPE's first product is a line of wines supporting causes like breast cancer awareness, autism, and military veterans. The document outlines ONEHOPE's brand positioning, target consumers, management team, wine production and distribution partners, retail partners, marketing strategies both online and offline, and corporate partnerships.
This document discusses Stella Artois brand equity and strategies to increase brand salience. It finds that while the brand is seen as premium and high quality, competing with Heineken, it lacks visibility and is not a top of mind beer choice. The target audience is identified as Gen X professionals who value quality over quantity and appreciate finer things. Tactics proposed include increasing advertising, sampling at stores, and associating the brand with aspirational lifestyles through placement in TV and movies. The creative strategy focuses on portraying Stella Artois as a status symbol and reward for success that people deserve to treat themselves with.
The document provides the rules and questions for a prelims quiz competition involving 25 questions. It states that McDonald's will be distributing books in Happy Meals from February 2nd to 15th as part of a literacy promotion with Reading is Fundamental. The top 8 teams will advance to the finals.
A strategic case study of an internationally-renowned brand who have taken the initiative to use Relationship Marketing as the tool to remedy a diminishing value proposition.
Similar to Know Your Market, Customer, And Pull, Final 12 04 08 (20)
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
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2. Know your Market…
Varied Core Values and Varied lifestyles
Source: Ed Monahan, Kodak, June 2008
Span Age Population Lifestyle Signature Core Values
Cyber life Authorship
1979-1991 16-29 74M Technology Autonomy
Immersion Authenticity
Social Deviation Savvy
1965-1978 30-43 62M Radical Games Diversity
Frantic Pace Entrepreneur
Affluence Individuality
1946-1964 44-62 78M Conformance Self Absorption
Traditions Youthfulness
Patriotism Duty
1909-1945 63+ Honor Victory
Work Ethic Teamwork
3. Know your Market…
Portrait Activity and Pricing Changes
US Portrait Market Overview as of Q1 2005
111.4 M Total US HHs UP from 105.4 M total Us HHs in 2001, UP 5.7%
42.6 M Portrait Active HHs DOWN from 42.9 M portrait active HH's in 2001, D .6%
38.2% US HHs are Portrait Active DOWN from 40.8% US HHs in 2001, DOWN 6.3%
116 M Portrait Sittings annually DOWN from 123 M in 2001, DOWN 6%
Ave 2.72 sittings/year per active HH DOWN from 2.96 sittings per yr in 2001, DOWN 8.1%
Annual Portrait expenditures = $7+B Prices UP from 6-21% from 2001 averages
HHs with children , 6 years old
and with incomes > $50,000
are the most portrait active
Source: Ed Monahan, Kodak, June 2008
4. Know your Market
The Long tail is here
– The mass market has turned to many niches
– The mass market has turned to niches without end
– The mass market is not as massive
5. Know Your Market…the long tail
Dec 2005, The Long Tail
Rhapsody; top 4,500 albums for 25,000 tracks, accounts for 60% of sales
Wal Mart: carries 4,500 albums, top 200 albums account for 90% of sales
6. Know Your Market…the long tail
Dec 2005, The Long Tail
Rhapsody: songs not found but in a few specialty record stores
Rhapsody sales: approx 22 million downloads per month, = $25% of total sales
7. Know Your Market…the long tail
Dec 2005, The Long Tail
Rhapsody: songs not found but in a few specialty record stores
Rhapsody sales: approx 16 million downloads per month, > 15% of total sales
8. Know Your Market…the long tail
Dec 2005, The Long Tail
Sales of products not offered in brick & mortar = 50% total sales
Bottom line: A very large # of products x small # buyers = a lot of money
9. Know Your Market…the long tail
Dec 2005, The Long Tail
Bottom line: A very large # of products x small # buyers = a lot of money
10. The long tail
is e-tail
The long tail is the dominate provider
of niche products
Fastest growing products are products not
available in brick and mortar box retailers
The consumer can find anything on the
internet at a good price
11. Know your Market: Summary
Next 10 years Gen X & Y turn 40, peak earning and spending years
Current consumers have varied core values
Consumers values and expectations are shifting
Consumer practices are shifting
All segments of US Portrait market are on the decline
– Total US HHs increased
– Total US Portrait active HHs decreased
• Ave sittings/year per portrait active HH decrease
• Annual portrait spending increased 1+ Bill
• Prices increase 6-21%
– HHs w/children under 6 years w/incomes >$50,000 most portrait
active
Long Tail has arrived
– Abundance of products is king
– Abundance of image sources resets expectation of
portrait values
The economy is forcing pricing
pressures on all discretionary
spending
13. Customer Expectations
2006 Lisa Johnson, Mind Your X’s and Y’s
– 10 cravings of new connected generation of customers
– Referenced her analysis all on existing market players
– Referenced her analysis in social and economic stats
• Napster software for free file sharing and download
• E Bay offer of on-line auction
• Cable news and websites reduced news cycle
• Blog writers gained full media credentials at conferences
2007 J H Gilmore & B J Pine II,
What Consumers Really Want: Authenticity
– Referenced analysis in marketing consulting
case studies with Harvard University in media,
entertainment, commodity industry
14. Customer Expectations: Shine the Spotlight
– James Soda: launched 1997, sold beverages
• Labeling, changes photographs to customers images sent in
• 12 pack, custom labels & caps, $34.95
- US Army: 2004: launched “Avergam”
• Participants select interest and weapons
• Made recruiting goals every year there after w/in negative
political climate
– Play Station 2: digital camera superimposes video
graphics onto game
• Viewer becomes the central figure in the game.
• Still in business, Mattel has left.
15. Customer Expectations: Shine the Spotlight
Customers are eager for personal recognition
– Sense of entitlement…”to get what they deserve”
– Every industry has its celebrity, i.e., Iron Chef, Choppers,
Interior Design
Customers want dreams legitimized, i.e., Let’s Make a
Deal, Dancing with the Stars
Customers want experiences legitimized, i.e.,
Reality TV shows, American Idol
– Every person feels special
– Every person feels the center of his
universe
16. Customer Expectations: Make Social Connections
Urbanites redefining “Adultlescent” years
– X & Y extended single years before delayed marriage
– Circles of peers important, i.e., Friends, Cramer
Starbucks worked w/Microsoft for wireless network w/in stores
– Customer interested in vanilla latte & 3rd place to work
– Starbucks has become the model for McDonalds TV, Barnes & Noble
Facebook: Feb 2004, social networking site for Harvard University
– Feb 2005, largest post secondary social networking web site
– Jan 2006, Launched High School version of Facebook
• End 2006, 9th over all website for internet hits
• College Directory logs > 250 million pageviews w/in 24 hour period
17. Customer Expectations: Make Social Connections
People Seek friendships
People seek loose connections that fit their
lifestyle
On-line communities reset rules of social
interaction
18. Customer Expectations: Shift Through the Clutter
Stuart Hunter bike store
– Stores with 100+ bikes on floor, prices & types, national cycling market was
stagnate
– 2005 open “Roll…a bike store for the rest of us”
– 4 bike categories; road, mountain, trail, & family
– 18 product styles…all only 4,000 sq ft.,
– Perfect fit system; laser scanning to measure key places on the person
Chipotle Mexican Grill, 1993 serves 2 items, tacos & burritos
– choice of fresh ingredients everyday…tortilla, beans, meats, grilled veggies,
guacamole, cheese, sour creams, 3 types of salsas…the customer can select
his own
– Customer selects his own, from what he knows is fresh & quality
– 2008, 500 plus locations in US
19. Customer Expectations: Shift Through the Clutter
We want Speed and efficiency…the range of choices tailored to
fit our needs
– Specialty warehouses, appliances, flooring, furniture, food,
– Come on in. Let us build something together
We trust our experience versus the advertising claim…
technology allows personal selection
We respect experts to provide navigation…we don’t have the
time or knowledge to do all the due diligence
20. Customer Expectations: Pull… No Push
Advertising model used to be: Big, Loud, and often…17
repetitions to gain recognition
People are saturated with push advertising and false claims.
GM vs. Japanese automobile industry
– GM: manufacture cars, as many dealership as possible, push cars
– GM: marketing: primarily come get these cars at a good price
– Toyota: manufactured models for display & as the customer ordered
– Toyota: markets primarily on product quality benefits to the customer
Scion…3 different vehicles, Euro Sedan, Urban SUV, Suburb
Sports
– 2004: 1st yr in US Toyota sold 20% > Audi
– 2004: 85% of customers were 1st time buyers
21. Customer Expectations: Pull… No Push
Customers are saturated with push claims
Customers want control
Customers are weary of invasive selling
22. Customer Expectations: Build it Together
Internet is an information free for all
– Medical research, breaking news, Auction sites (EBay),
Wanted sites (Craig’s list), GPS, Maps/Directions,
White/Yellow pages, Wikipedia, Family Tree sites, Lost
Persons Locators, Dating/Matching sites
– Connected citizens use their creative power and influence
the market
– Internet surfers have moved from being passive observers to
active participants.
23. Customer Expectations: Build it Together
Wikipedia: launched Jan 2001 as open forum
– 200 articles in English
– Nov 2001, 18,000 entries, not all in English
– 2005, 790,000 English entries, > 13,000 active contributors
• > 1.8 million articles, > 100 different languages
- 2005, 10 multi-lingual sites with > 50,000 articles each
Craig‟s List: launched 1995 for San Francisco Bay Area
– > 2 billion page views per month (2006)
– > 8 million unique visitors per month (2006)
– > 80 countries in the world (2006)
Napster: > 100 million share music and
films on-line
EBay: 10 years after started, 68 Million
users, Revenues > 6 $B
My Space: Feb 07, fastest growing
community in the world
Blogs: Approx 10 mill blogs read by 32
million Americans
24. Customer Expectations: Build it Together
Collaborative…consumers are willing to create content
w/o reward
Connected…consumers have more access to more
information
Communities…consumers are comfortable with on-line
strangers and online communities
26. Customer Cravings…Authenticity
2007 J H Gilmore & B J Pine II, What Consumers Really Want:
Authenticity
– Referenced analysis in marketing consulting case studies with
Harvard University in media, entertainment, commodity industry
– References sociology, economics, business development models
– Work is highly annotated in establishing its factual basis
Summarize the Cravings and draw applications to professional
photographer
27. Customer Cravings… Natural Authenticity
Starbucks, Bass Pro Shops, Organic Foods, Whole Foods, etc.
– Starbucks interiors, earth tones, functional furniture,
aromas…authentic
– Organic foods, $12 B industry, growing at > 20% year in sales
– Big Box Retailers organic selections
Customers are seeking that which respects nature
– Material, solid, & real
– Leave it raw…not polish, clean shaven,
– Reek rustic…actually used
– Be bare…nothing is more natural
– Be green…respects the environment
28. Customer Cravings… Originality Authenticity
Admiration of all forms of art,
New/Same products & services, Uncola, Geek Squad, Cheerios
New reality TV shows, Great Race, Extreme Make Over, Millionaire Bachelor, etc.
Customers seek a sense of originality in the market place
– Stress first…there is little value of “me too” products
– Revive the past…there is much to respect of our real heroes
– Look old…after all old has worked and is real
– Mix-Mash…stimulate a sense of discovery, scrapbooks
– Anti-up…what is most important
29. Customer Cravings… Exceptional Authenticity
Customers are looking for the unique or unusual
– Ritz Carlton…no one’s perfect, just exceptional
– SW Airlines…one executive investigates consumer complaints and personally answers
each customer with a reply which includes humor
– Harley –Davidson special design for police officer and firefighters
– Personal trainers and coaches
– Regent Seven Seas Cruises…themed enrichment programs w/in cruses
– Mass customizing to yield one of a kind…Anderson Windows
Customers are seeking something exceptional in the marketplace
– Business to be different, to be frank
– Respond to the individual customer
– Go slow, to allow my time of
contemplation
– Foreign, something that has never
been seen before
30. Customer Cravings… Referential Authenticity
Offers that honor some previous place, object, person, event, or idea
Las Vegas…Bellagio, Italy, along lake Camo
Luxor, ancient Egyptian city,
Mirage, Volcano,
Embedded advertising…beers, cigarettes, shoes, guns in movies
War Games, Call to Duty 2, Brothers in Arms, go to great lengths to add actual historical
images
Video games…Ex-Military personnel serve as consultants in game development
Customers are seeking something that references them to something
Personal tribute
Something evolved over time
A particular place
Something better than …
Something more real than…
31. Customer Cravings… Influential Authenticity
Customers seek to be influential…How will this purchase influence me or
others for the better?
An offer that will alter some person(s) positively is more authentic than an offer
that does not impact some cause
To purchase with this offering always involves something beyond the qualities of
the item purchased
– Pesticide free fruit, whole grain bread, edible eggs
– Benefits the Hospital, Half Way House or Habitat for Humanity
Customers respond to
– Appeal to personal aspirations
– Appeal to collective aspirations
– Art
– Promoting a cause
– Giving meaning
33. Internet Active
Pew Internet & American Life Project, Dec 2007
Total Adults Total Adults
Women 74%
Men 76%
Age Age
18-29 92%
30-49 85%
50-64 72%
65+ 37%
Household Income
Less than $30,000 61%
$30,000-$49,999 78%
$50,000-$74,999 90%
$75,000+ 93%
Educational Attainment
Less than High School 38%
High School 67%
Some college 84%
College+ 93%
34. Internet Active
Pew Internet Research Foundation Posting
Internet Activity July „08
33% Internet Users, 24% read blogs w/in past 30 days
11% internet Users, read blogs on a given day
5% Internet Users blog on a given day
50% Men read blogs
38% Women Read Blogs
35. Internet Active
Direct Marketing Association, Oct. 24th 2008
35% of email recipients open email on the subject line alone.
21% of email recipients report email as Spam, even if they don’t know it Is not spam
43% of email recipients click the Spam button based on the email “from”, or based on
the email address
69% of email recipients report email as Spam based solely on the subject line
17% of American create a new email address every 6 months
44% of email recipients made at least one purchase last year based on a promotional
email
Subscribers below the age of 25 prefer text messaging to email
35% of business professional check email on a mobile device
People who buy products marketed through email
spend 138% more than people that do not receive
email offers.
38. Internet Active
Mobile Messaging
From: Mobile Marketing Forum, Mobile Messaging Association, Nov. 2008
March 2008:
– American Pop 1 Hr 39 min/month on Craig’s List = 3.3 minutes per day
– American Pop 1 Hr 45 min/month on Facebook = 3.5 minutes per day
– No. of Americans browsing increased 89% over past 12 months
– No. of page views increased 120% over the past 12 months.
June 2008:
– American Population spent 4.5 hours/month browsing internet with
Smart Phone
That’s = 9 minutes per day
39. Internet Active
Average No. Monthly Calls & Text
Messages
400
350
Ph o n e
300 Calls
250
200 Text
150 Messages
100
50
0
Source: Nielsen Mobile
40. Internet Active
Average No. Monthly Calls vs. Text Messages
2000
Calls
1500
1000
Text
Message
500
0
s
r
+
7
4
4
4
4
Ag 64
e
ub
65
-1
-2
-3
-4
-5
nd
-
13
18
25
35
45
55
lS
es
U
Al
es
es
es
es
es
es
&
12
Ag
Ag
Ag
Ag
Ag
Ag
Source: Nielsen Mobile
41. Know your Customer
The Internet is an integral part of consumer
purchasing
– More choices, More Information, Information Filters,
– No market is closed, rather
– Expectation is that information and images will be shared
The internet is the epicenter of the young consumer
– Social networks, online communities and web entertainment
shape decisions
– Value is redefined in terms of flexibility, control, and
convenience.
The internet is becoming a
personal expression tool
– Customers Expect Customization
– Customers Crave Authenticity
43. …and pull
“ Don’t be so pushy…
…understand your customer and pull”
44. …and pull
The Role of Marketing is NOT…
– to undercut the competition.
IT IS…
– to create and keep customers.
45. Push Marketing…
… pushes the product or service at the customer.
… drives emotional or rational triggers to close a sale.
“Dirt Cheap. The last resort for the persecuted smoker. All the beer, liquor, cigarettes you’ll
ever want Dirt Cheap. At I 270 and XXX, I-70 and ____ , and I44 and ____”
“Come to Rothamn Furniture. Zero Interest, O Down, no payments till 2010. Sofas,
recliners, bedroom suites, dinning room suites. You name it we have it while supplies last.”
“John Doe’s Ford has the SUV and truck you need. Zero interest, zero down, $3,000 rebate
and we’ll get financing even if you have bad credit.”
“For the price of a night in, how about a night out. 2 for $20 at Appleby's…something’s good
in the neighborhood.”
“50% off all tools for Dad. now thru December 14th”
“60% off all Christmas decorations, while supplies last.”
46. Pull Marketing…
solicits a positive emotional response in the consumer that pulls
the consumer to your product or service.
emphasis supplying exactly what the customer wants.
“ I love you man, but you can’t have my Bud Lite”
“ Crisp, clean, cool, from the mountains of Bush Beer”
“ Home for the holidays with the King of Beers” Budweiser
“You can do it. We can help.” The Home Depot
“Come let us build something together.” Lowes
“The world’s best ham is ready for your place…” Honeybaked
“Every Kiss begins with Kay” Kays Jewelers
47. Market Response to Consumers Expectations
Market Response
Shine the Spotlight
- Encourage self expression
- Eager for personal recognition
- Images of future dreams
- Want dreams legitimized
- Images of experiences
- Want experiences legitimized
Market Response
Make Social connections
- Encourage group sessions
- People seek friendships
- Advertise with lifestyle vendors
- People seek loose connections in lifestyle
- Encourage blogs, MySpace
- Communities reset rules
Market Response
Sift through the clutter
- Packages and choices tailored to needs
- Long tail is here…infinite choices
- Session consultation, expiration dates
- Speed and efficiency
- Each session a memorable experience
- Trust their experience vs. “the claim”
- Recognize your
- Experts provide navigation experience & filter
unnecessary
images
48. Market Response to Consumers Expectations
Market Response
Push… No Pull
- Pull statement for each
- Saturated by push and false
- Allow for previews online…
claims promotion
- Do not need to preced the sale
- Consumers are used to being in - Multiple opt-in, opt-out options
control
- Weary of invasive models
Market Response
Build it Together
- Encourage peer created images
- Collaborative - Popular demand… extends the offer
- Connected - Sever communities, cause marketing
- Communities
49. Market Response to Consumers Cravings
Market Response
Consumer Cravings
Natural Authenticity
Natural Authenticity
- Outdoor settings
- Material
- Natural settings
- Raw
- On location settings
- Rustic - A view from the top, end, bottom, etc.
- Brave - Old gas pump, with ear of corn
- Green
Originality
Originality
- Variety of props
- Firsts - Cell phone/phone booth
- Revive the past - Sepia, textured, soft, etc.
- Look old - You tell me what you want
- What is the most important
- Mix & mash
- Up the anti
50. Market Response to Consumers Cravings
Market Response
Consumer Cravings
Exceptional
Exceptional
- Interview client
- Different
- What is most important?
- Frank, blunt
- Time to feel w/the client
- Slow - What have we never seen?
- Foreign
Referential
Referential
- Who do you most admire?
- Personal tribute - Senior memorial CD
- Evolve over time - What is most important moment?
- What do you want to make better?
- Pick a place
- Better or realistic
Influential
Influential
- Looking to the future
- Personal aspiration - Family w/child, senior w/friends
- Collective aspirations - Excellent composition
- Art - Charity session fee
- Promote a cause
- Promote a cause
- Give meaning
51. Pull Marketing…
MTM must adjust to consumer expectations and cravings
– Business/promotions must recognize universal expectations
– Branding must appeal to fundamental cravings
– Promotions must pull from fundamental cravings
Promotion copy needs to highlight a pull message
Promotion copy needs to have the portrait offer
Promotion copy needs to have the expiration
Promotion copy needs to high light a pull message for the target
consumer
52. 1st Quarter Action Plan
Enlist studio staff and management
B/S Consumer Expectation Matrix
B/S Consumer Cravings Matrix
Decide on 1st Qtr Promotions
Insure each promotion has pull copy
Complete a studio tasking inventory
Apply fiscal management principles
53. Know Your Market,
Know Your Customer…and pull
“ In every adversity you find
the seeds of opportunity”
Lisle Ramsey,
From W Clement Stone