The document discusses various marketing strategies and concepts. It begins by describing a problem of high-end shampoo being stolen from health club showers and provides examples of ineffective solutions, such as falsely assuming it's only women or staff stealing it. It then discusses diagnosing problems quickly like physicians and provides two marketing case studies, one about MillerCoors expanding into craft beers and another about UnderArmour's strategy in response to disappointing shoe sales. Finally, it discusses the importance of insight in marketing and provides an example of a positioning statement for DiGiorno that lacks clear insight.
How to balance performance marketing and brand marketing as you scale, with a specific emphasis on DTC / D2C strategies. Presented at FUTR Europe Summit 2021.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve.
If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager.
There are eight ways you can drive brand profits
1️⃣ Premium pricing
2️⃣ Trade loyal consumers up to a higher price
3️⃣ Lower cost of goods
4️⃣ Lower marketing and selling costs
5️⃣ Steal competitive users
6️⃣ Get loyal users to use more
7️⃣ Enter into new markets
8️⃣ Find new uses for the brand
This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4
Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business.
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
How to balance performance marketing and brand marketing as you scale, with a specific emphasis on DTC / D2C strategies. Presented at FUTR Europe Summit 2021.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve.
If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager.
There are eight ways you can drive brand profits
1️⃣ Premium pricing
2️⃣ Trade loyal consumers up to a higher price
3️⃣ Lower cost of goods
4️⃣ Lower marketing and selling costs
5️⃣ Steal competitive users
6️⃣ Get loyal users to use more
7️⃣ Enter into new markets
8️⃣ Find new uses for the brand
This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4
Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business.
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
How to make decisions on advertising that drives brand linkBeloved Brands Inc.
Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air.
You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart.
To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story.
To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad.
In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising.
Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories.
This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X
Strategic thinkers see questions before they see answers. Train yourself to ask the best questions and the answers will come easier.
As you’re looking at your brand strategy, you need to look at the brand from all sides. Here are four questions to be asking that force you to choose four possible solutions to each.
1. What is your current share position in the market?
2. What is the core strength that your brand can win on?
3. How tightly connected is your consumer to your brand?
4. What is the current business situation that your brand faces?
Download this webinar for free: http://mstnr.me/2bvbnf5
Everything starts with your brand — if you can’t articulate who you are, every communication is a wasted opportunity. Brand strategy begins with defining your institutional brand. Realizing that strategy and influencing how key audiences perceive your brand is the crucial next step.
This webinar will outline a practical approach to defining a brand strategy and executing that strategy in the real world. Put an end to wasted communication opportunities in 2016, and start the year with a plan to articulate and implement your brand.
What You Will Learn:
• The elements of a solid brand framework.
• How market research informs your messages to key audiences.
• How to implement your brand strategy in 2016 with content, editorial, and marketing plans.
Who Should View:
• Marketing and communications professionals responsible for brand development and/or messaging.
• Enrollment management, admission, alumni, and development managers, directors, and VP’s who need to translate the institutional brand into compelling audience-specific messages.
This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0"
Presentation: Brand Planning Roadmap for Digital Success
Session name: Integrated Digital Brand Planning
Speaker: Salman Abedin, Consultant & Masters Programme, Media Sciences, SZABIST.
We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team.
As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today.
How to make decisions on advertising that drives brand linkBeloved Brands Inc.
Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air.
You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart.
To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story.
To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad.
In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising.
Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories.
This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X
Strategic thinkers see questions before they see answers. Train yourself to ask the best questions and the answers will come easier.
As you’re looking at your brand strategy, you need to look at the brand from all sides. Here are four questions to be asking that force you to choose four possible solutions to each.
1. What is your current share position in the market?
2. What is the core strength that your brand can win on?
3. How tightly connected is your consumer to your brand?
4. What is the current business situation that your brand faces?
Download this webinar for free: http://mstnr.me/2bvbnf5
Everything starts with your brand — if you can’t articulate who you are, every communication is a wasted opportunity. Brand strategy begins with defining your institutional brand. Realizing that strategy and influencing how key audiences perceive your brand is the crucial next step.
This webinar will outline a practical approach to defining a brand strategy and executing that strategy in the real world. Put an end to wasted communication opportunities in 2016, and start the year with a plan to articulate and implement your brand.
What You Will Learn:
• The elements of a solid brand framework.
• How market research informs your messages to key audiences.
• How to implement your brand strategy in 2016 with content, editorial, and marketing plans.
Who Should View:
• Marketing and communications professionals responsible for brand development and/or messaging.
• Enrollment management, admission, alumni, and development managers, directors, and VP’s who need to translate the institutional brand into compelling audience-specific messages.
This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0"
Presentation: Brand Planning Roadmap for Digital Success
Session name: Integrated Digital Brand Planning
Speaker: Salman Abedin, Consultant & Masters Programme, Media Sciences, SZABIST.
We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team.
As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today.
Successful Brand Management: Moving from a Product-Centric Focus
to a Customer-Centric Business Model by Susanne Kushner at SVPMA Monthly Event May 2002
Your Message Matters – The Mechanics of Developing a Powerful Brand and Awareness Strategy. Learn more about the brand promise, your brand position, and the five crucial branding prinicples.
Digital Marketing and Lead Generation for Startups. Focused on online lead generation, but also covering Outbound lead generation processes. Covers identifying target buyers; value proposition; website design for lead generation; content marketing; paid online ads; Search Engine Optimization, email marketing, social media marketing. Describes key steps in Outbound lead generation too - prospecting, prospecting tools, initial email contacts, follow-up and conversion.
How Tailor Your Marketing Campaign to DistributorsASI
ASI's own Erica Matus stops by to teach us how she markets to distributors.
We learned creating great ads, focusing on a single audience, and the importance of sending qualified leads to a targeted page.
Keynote Speaker Nicole Hudson Presents Sales and Marketing Alignment at Digi...Inbound Lead Solutions
Sales and marketing departments view their respective roles in the revenue generation process quite differently, and those differences will run deep. Sales worries about meeting quarterly goals, Marketing says it is the only one thinking strategically. Sales wonders why it has to generate its own leads, Marketing complains that Sales ignores everything Marketing generates.
Marketers think generating leads is a numbers game. Sales says it’s not – that generating leads requires understanding and solving business problems.
Sales thinks Marketing is lightweight and easy, Marketing wonders why Sales cannot make its numbers.
Alignment between Marketing and Sales is potentially the largest opportunity for improving business performance today.
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMCAllFacebook.de
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing von Shankho Mukherjee auf der virtuellen AFBMC.
https://conference.allfacebook.de/
How does Marketing Strategy Create Value for Customers Journey?PPCexpo
Dow does Marketing Strategy Create Value for Customers Journey?
The opening passage of Charles Dickens’ A Tale of Two Cities paints a reflection of pre-revolution Paris and London. It is also a reasonably accurate description of the state of marketing in the Digital Age.
Sales is all about listening to people and prescribing a solution. In every job you'll come across sales moments, whether you're selling yourself in a job interview or selling products to customers - it's an essential skill in all career paths. This course is available now so you can start your sales career and your sales potential in just a few minutes - if you're already working in sales, or looking for a lucrative and enjoyable future career, this class is a valuable skill that you definitely need to master.
Juan Sebastian Garcia is been teaching Sales skills to different companies and sales teams for over 20 years. He's taught all over the world, as well as online, and has an entertaining and practical teaching style. This course covers everything you need to know about Sales Fundamentals: from preparing and planning, relationship building, objection handling techniques, and closing the deal at a brilliant price. This training is the first step to start developing your sales skills as a sales professional.
Sales Fundamentals overview includes:
What is Sales?
What is Marketing?
Planning your sales skills
Building a rapport and relationship
Handling objections
Understand how to organizing your sales
Simple tricks to start calling customers
Time Management in Sales
Also if you want to learn advanced selling techniques. Check out our Target Account Selling Class : https://www.udemy.com/course/target-account-selling/
Buyers no longer use voicemails and emails from strangers to learn about products. This information is online, whenever buyers are interested. This SlideShare presentation show sellers how to connect in a meaningful way by starting conversations around the buyer’s plans, goals and challenges.
This presentation is one class in HubSpot Academy's free sales training course. You can enroll here: http://certification.hubspot.com/inbound-sales-certification
Amazing: Personas Lead to 238% Increase in ConversionsInvesp
Crafting the perfect personas out of your target market:
Personas are archetypes which represent different segments of your target market. By creating these fictional characters, you can better address the needs and wants of your prospects and more effectively convert them into buying customers. How do you create them, and do they really work? In this webinar we will explain and walk you through the benefits of personas, a quick overview of how they are created, and success stories of persona creation and implementation. Don’t miss out on this beneficial webinar and sign up today.
You'll Learn:
-What are personas and how do they differ from market segmentation?
-What is the value of personas and how can they impact your website?
-What is the methodology behind developing personas?
-How can you apply personas effectively to your website to see big gains?
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Marketing MO
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Moderandi Inc.
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
Similar to Marketing with Prof Tat Chan 11-29-10 (20)
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
FIA officials brutally tortured innocent and snatched 200 Bitcoins of worth 4...jamalseoexpert1978
Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
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
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
2. Quick Exercise
Problem: high-end shampoo is being stolen from our
fancy health club showers
Challenge: eliminate theft, at zero cost, without
upsetting the members
3. Exercise
Leap to the solution: physicians diagnose (on average) in 18
seconds
Make false assumptions: it’s the staff, it’s only the women, it’s
only the infrequent members
Complicate it: buy dispensers
Compromise: put cheap shampoo in expensive looking bottles
(how about just removing the caps?)
8. two things
#1: companies and brands that do
marketing well have a significant
competitive advantage and create
significantly more value… across
industries, channels, geographies,
demographics
9. two things
#1: companies and brands that do
marketing well have a significant
competitive advantage and create
significantly more value
#2: doing marketing well is a real bitch
today
19. According to eMarketer forecasts:
- US online ad spending will grow 8.4%—to
$27.2 billion.
- US online ad spending will account for
16.2% of total media dollars.
- US internet users will number 230 million
—73% of the population.
- US social network users will climb to
140.2 million.
- US online video viewers will surpass 160
million.
- US mobile phone users will top 250
million—80% of the population.
These trends are not just limited to the US.
20. Aggregate value of brands has been
falling steadily (brand value accounts
for about one-third of the total stock
market value of corporations):
• Trust: -50% (down to 22%)
• Quality: -24%
• Awareness: -20%
• Esteem/regard: -12%
31. From Virgil’s The Aeneid
Situation:
Paris took Helena from her husband, Menelaus, King of Sparta, back
to Troy.
Agamemnon, brother of Menelaus, led an expedition to retrieve
Helena
Problem:
Troy was a heavily fortified city, and the Trojan War raged for 10 years
Great warriors Achilles and Ajax (and others) died in battle
Objective:
Insight:
Strategy:
Plan:
Measure:
32. From Virgil’s The Aeneid
Situation:
Paris took Helena from her husband, Menelaus, King of Sparta,
back to Troy
Agamemnon, brother of Menelaus, led an expedition to retrieve
Helena
Problem:
Troy was a heavily fortified city, and the Trojan War raged for 10
years
Great warriors Achilles and Ajax (and others) died in battle
Objective:
Retrieve Helena
Insight:
Odysseus said to appeal to the Trojans’ vanity somehow as a way to trick them
Strategy:
Give the Trojans a “gift” to appeal to their vanity
Tactic:
The horse, with troops inside
Measure:
36. UnderArmour
• $850 million revenues
• Sales have tripled in the past five years
• CEO Kevin Plank wants the brand to be
“the biggest, baddest brand on the
planet”
• Launched cross-training shoes
41. marketing operating model
• articulated business goals that
are actionable and measurable
• a clear brand position that is
•relevant •beneficial
•likable •valuable
• one integrated demand-side
agenda that links:
•architecture
•actions
•feedback
• disciplined process, team leader,
communications
42. • marketing from the wide
mouth of the funnel.
• Awareness assumed to be
mostly spend driven
• ad spend timed for retail
distribution
• The role of retail to create
availability
43. The Funnel… The Accelerator
markeBng compresses the customer buying life cycle
Customers
48. Platform
Team Extended Team Team Leader
Objectives &
Briefing
Brand
Immersion
Consumer
Immersion Idea
Generation
Idea
Selection
Play Session
Project Management/Timing
Budget/Media Mix
Internal Support
Resources Engaged
Approvals/Milestones
Tactical Plan
Planning Controls
Scenario Planning/Forecasts
Research/Testing
50. are you compelling?
Marketers say: “Our initiative generates the
branding and strong creative we need to
differentiate ourselves in the marketplace.
Consumer feedback has been positive and affinity
scores are rising.”
The CEO/CFO wants to hear: “Our analysis shows us that
our $3 million program generated an incremental +$22.3
million in revenue…. and…
We can continue to generate positive results up to a $4.5
million investment level, generating an additional +$10.6
million in incremental revenue, at which point we begin to
lose positive impact on the business.”
56. It comes from a fascinating article in the New Yorker, by Chandler Burr;
about the creation of a new scent for Hermes.
This a French perfume executive describing the typical brief that marketing give to the perfumiers:
“Basically, it’s ‘We want something for women.’
OK, which women? ‘Women! All women! It should make
them feel more feminine, but strong and competent,
but not too much, and should work well in Europe
and the US and especially in the Asian market, and it
should be new, but it should be classic, and young women
should love it, but older women should love it, too.’ If it’s a
French house, the brief will also say, ‘And it should
smell like that Armani thing two years ago that did
four million dollars in the first two months in Europe
but also like the Givenchy that sold so well in China.’”
57. typical assignment format
• Campaign Name
• Campaign Manager
• Campaign Launch Date
• Estimated Budget
• Overview/Background
• Goal
• Targeted Audiences
• (Retail Target)
• Volume
• Single Minded Idea
• Support
• Call to Action
• Media
• Tone & Manner
• Executional Mandatories
• Key Stakeholder Signatures
where’s the insight?
71. “we’re not in the coffee business serving
people… we’re in the people business
serving coffee”
- Howard Schultz
72. “We Bring Good Things To
Life.”
Why change a winning
campaign?
73. “We Bring Good Things To
Life.”
Why change a winning
campaign?
“Imagination At Work”
To re-energize a brand, a
company and its culture
74. GE’s quest of simplicity, speed,
agility
• If our brand is how we express
ourselves, it should also define our
aspirations
• Students of history – constant
state of change
• 30’s Live better electrically
• 50’s Progress for people
• 80’s We bring good things to life
75. GE’s quest of simplicity, speed, agility
• 11 very different businesses
Healthcare, transportation, security, financial
solutions, energy, locomotives, media/
entertainment
Issue - customers see company that used
to be vs. company we want them to see
Result – time to change, marketing needed
to be agent for change
New CEO objective – be a growth
company like never before
Grow organically, marketing to be lever for
growth
76. • Learning
– Customers knew us well, we’d
built trust, but they expected more
• tried to stretch current tag line – “We
bring good things to life”
• Insight – old positioning tied
company to past and products; GE
now more people focused, about
benefits, solutions
– Employees identified with spirit of
Thomas Edison - genius 1% inspiration/
99% perspiration
– Focused in on imagination – creates
magic, magic creates miracles
77. New Direction
Simplify GE, make more approachable
Needed strong, broad based consumer
campaign despite B2B
Corporate campaign with zeroed in divisional
efforts
Print – showed product from esthetic point of
view, mixed technology with consumer
benefits
Brought technology alive by showing benefit,
future potential
Partnered with Olympics – important
especially in China
Update brand architecture – divisions going to
market as more solutions-oriented
Framework yet flexibility for global
interpretations
78. New Direction – Results
• Objective – top line, marketing led growth
• Really comes down to culture
– Imagination a breakthrough effort
– Each business – 5 new ideas that generate
$50 –100 million incremental revenue (have to
be lead by marketing)
– Idea incubator levers - Brand, Market
development, understanding what customers
want
– Return = 80 projects generating $25 billion in
revenue from $7 million investment
– Powerful formula – taking imagination, putting
marketing skills to work
– Measuring leaders – how imaginative they are
79.
80. Disneyland
• lots of rides
• fun for the whole
family
• great value
• new stuff
• better than Legoland
• rated “best”
• from Mickey
85. how to be different
• by Degree - - superior in some way:
better, faster, cheaper
• by Distinction - - separate and unrelated
86. positioning/ad study
• examined a week’s worth of tv ads
• 7% communicated anything “remotely
resembling a positioning”, as judged
by a panel of experts
87.
88.
89.
90. Is your positioning
compelling enough to
attract choices from your
audience?
And is your brand unique
enough to preclude other
competitive choices?
92. upscale mustard
to connoisseurs who wouldn’t dare use
plain yellow mustard on anything, this
brand shows/proves that they are a cut
above in what they eat and how they
live.
93. upscale mustard
Emotional Benefit How the consumer
feels
Serious taste
enjoyment
Consumer Benefit What the consumer
gets
Great sandwich!
Product Benefit What the product
does
More flavorful
Product Attribute Functional/physical Spicy, tangy
96. upscale mustard
What to do?
Reposition
Change the message
Change the product
Find alternative uses
Focus on the 50+ audience
Line extend to younger families
Cut the price
Advertise more
Sample
Sponsor
Expand distribution
97.
98. upscale mustard
• Problem: younger families don’t buy
this brand
• Real Problem #1: younger families
don’t make sandwiches
So what?
• Real Problem #2: ‘snob appeal’ isn’t
relevant/motivating anymore
So what?
109. 1. it’s compelling, motivating
2. it has sufficient support
3. your entire organization is aligned and
supportive
4. It’s based on deep consumer insight
5. The creative is clear
6. your customer is predisposed and reached
7. your effort is better than the competition’s
8. Your brand is healthy
9. The brand positioning is relevant and
unique
10. It comes from the right business objective
& strategy
111. Can marketing be a fully sequential
engineered system in which
deliverables result from planning,
designing, building, testing, reworking,
retesting, and finalizing?
Or is it better to just MSU*?
114. Shopper marketing
Direct marketing
CRM marketing
b2b marketing
Neuro-marketing
Behavioral marketing
Mass marketing
1 to 1 marketing
Social marketing
Internal marketing
Multi-level marketing Integrated marketing
Public relations
Cause marketing Word of mouth marketing
Database marketing
Digital marketing
Target marketing
Global marketing
Local marketingLoyalty marketing
Marketing communications
Relationship marketing
Event marketing
Experiential marketing
Mobile marketing
Entertainment marketing
Corporate marketing
Influencer marketing
Guerrilla marketing
Grassroots marketing
Buzz marketing
Stealth marketing
Trade marketing
Brand marketing
Email marketing
Outbound marketing
Inbound marketing
Niche marketing
Promotional marketing
Affiliate marketing
Viral marketing b2c marketing
115. “the most highly engaged brands saw
company revenues grow by +18% over
the last 12 months. The least engaged
companies saw revenues decline by
-6%” – Interbrand study ….
engagement equals financial returns
116. The real question is this - - how do you
spend as little as possible to achieve
your objective?
119. Cellular Service
Which one would you choose?
1. 3,000 free minutes (weekends)
2. Free phone ($70 value)
3. “Do Your Friends a Favor”
(Free inbound call from specified #’s)
120. Cellular Service
Now which one?
3000 Free Friends’
Minutes Phone Favor
Reach 80% 70% 70%
Comprehension 60% 70% 50%
Appeal 50% 40% 70%
Conversion 30% 20% 20%
Revenue Δ +8 +3 +4
Brand value -2 0 +10
121. Cellular Service
Now which one?
3000 Free Friends’
Minutes Phone Favor
Cost of program $2.7M $500K $2M
Revenue Gain +$8M +$3M +$4M
$ Net Profit Gain (1.1M) $100K ($1.2M)
Brand Value -2 0 +10
122. Cellular Service
Observations
• Sometimes you need to buy share
• Sometimes you need to build brand value
• Sometimes you need a positive ROI
• Sometimes there are other definitions of success:
• Reach a new target audience
•‘Real estate’ gains
• Pre-empt competition
• Sales force motivation
• New channels of distribution
• Spend the budget
125. Is your positioning
compelling enough to
attract choices from your
audience?
And is your brand unique
enough to preclude other
competitive choices?
127. The Way Forward
127
Old Way New Way
Ad Hoc Discipline process
InformaBon Insight
Improvement InnovaBon
Interview InvesBgaBon
IdenBfy Imagine
Incremental Impact