Marketing 360 presentation for ADMU Digital Marketing Diploma Course
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Marketing 360 presentation for ADMU Digital Marketing Diploma Course
- 1. Marketing 360 by Lawrence Villegas
- 2. Customer Outdoor Mail Retail Point of Sale Face-to-Face Delivery Fulfillment Event/ Sponsorships Magazines Radio Television Telemarketing Fax Customer Service Newsprint Placement/ Product Sampling Banner Ads Full-page Banners Branded Mobile Phone Sites iTV Elevator Advertising Household PDAs Branded Sceens Viral Mail Branded Games Mobile Mkt. PDAs PVRs Telematics Screens on Exercise Bikes Image Content Scanner Bar Code Scanner Branded CDs Branded Web Content
- 7. Brand Love
- 8. How do we get there?
- 11. Human Kind
- 12. People Behavior
- 13. You can look at a business problem as a set of numbers. But in reality, every business problem is the result of a specific human behavior .
- 14. A paradigm shift
- 15. Build Brands Move people
- 16. Consumers Humans
- 17. Ads ACTS
- 19. Acts don’t tell, they give. It’s about mutually beneficial relationships with people. We give people something worthy enough to earn their time, money and affection in return.
- 20. Brands that are guided by a human purpose give people what they need, demand, desire and hope for.
- 23. Here’s The Math Behavior + Purpose = Acts
- 24. PURPOSE We believe if you have a body, you’re an athlete. BEHAVIOR 80% of people engage in “passive participation” when it comes to sports. I watch, but I don’t do. We exist to champion and serve the athlete in all of us. ACTS Technology acts – Air, Dry-fit; Nike ID; Girl’s Club; Niketown; Native American Shoe
- 25. PURPOSE BEHAVIOR Dramatic increase in migration patterns: People are literally on the move, across geographic and cultural boundaries, in pursuit of a better standard of living. We exist to provide the help and resources they need to improve their lives. ACTS Network/locations, cell phone verification, new immigrant services, ability to send a message with your money. We believe in the people, in all corners of the world, who are on the move trying to realize their dreams.
- 29. Watch the case studies of HumanKind brands
- 31. Take the Brand Purpose workshop to find your brand’s purpose.
- 32. Last few words…
- 34. The way to change a person’s behavior is not just through a simple ad, but through a transformational act – a human centered idea, gesture or experience that has the ability to transform the way a person thinks, feels and ultimately behaves. ACTS Digital Shopper Promotional CRM Not Ads.
- 35. Target audience. Consumers. Viewers. These are mass marketing terms which have conveniently homogenized marketing communications. Let us address the inherent complexity of people and their decision making processes. Not ads for the masses - but transformational acts for Browsers, Shoppers, Triallists, Loyalists and Influencers. Human behavior is complicated. Deal with it.
- 36. Thank you.
Editor's Notes
- Advertising usually means mass media – TV, radio, print, outdoor Then there are more non-traditional media – direct mail, point-of-sale, events But we are now in an age that marketing communications can come from anything and anywhere.
- We see brands as the “how,” and people as the “why” The brand is in service of the people. It is for the people. Even by the people.
- Let’s see the world through people’s eyes. While others typically obsess about the brand, let’s obsess about people.
- Our brands are guided by a human purpose We need to put a meaningful human purpose at the center of our brands. Not a promise. Not a position. Not a benefit. A purpose. We give people what they need, demand, desire and hope for.