Portfolio contendo alguns dos projetos onde minha participação contribuiu para o desenvolvimento de estratégias de comunicação que gerassem o resultado desejado ao cliente.
La gerencia y ciclo de vida de los proyectosLuna Sol
Mapa conceptual sobre pasos de la realización de un proyecto y responsabilidad del director del proyecto. Actividad 1. Gerencia de proyectos de Tecnología Educativa
THE ANALYSIS, DESIGN & EVALUATION OF CUSTOMER INTELLIGENCE PLATFORM THAT HEL...ellestyle
Technology will continue to advance and influence peoples’ lives. Innovation has changed how people run their lives, but one thing will never change – the human heart. The great innovation comes from the heart and consumer love innovations that will make their lives convenient, pleasurable, and connected to the world.
Content Strategy for Omnichannel by Rebecca Schneider and Kevin P Nichols 201...Kevin Nichols
Content Strategy for Omnichannel - keynote at Content Strategy Applied. Best practices for developing a content strategy for Omnichannel, with definitions, review of customer engagement model, multichannel considerations, content lifecycle considerations, how to sell it into an organization and Omnichannel performance metrics to measure.
Inside Retail Academy: Managing Marketing in a Multi Channel Retail EnvironmentACRSMonash
The ACRS team attended Inside Retail Academy’s one day intensive workshop, 'Managing marketing in a multi channel retail environment'. The workshop focused on modern marketing in a fast paced, technology fueled, ever-evolving retail environment.
Learning OutcomesBy the end of this chapter, you should.docxSHIVA101531
Learning Outcomes
By the end of this chapter, you should:
•Be able to identify the channel intermediaries, the functions involved in product distribution
systems, and how the sorting process adds value by aligning the product mix with buyers’
preferences.
•Recognize the advantages and costs associated with the use of indirect channels of distribution.
•Be able to identify the basic channel structures common to the distribution systems for both con-
sumer and industrial goods.
•Appreciate the significance of market coverage and distribution density objectives in the planning
of distribution channels and the application of push and pull strategies to promote the movement
of brands through multilevel channels of distribution.
•Recognize the role of vertical marketing systems in channel coordination and control.
•Understand how channel power and conflict impact the nature of relationships between channel
intermediaries.
12
Marketing Channels and
Distribution Decisions
Paul Edmondson/Corbis
fin80083_12_c12_329-360.indd 1 7/31/12 3:37 PM
330
CHAPTER 12Introduction
Introduction
Creating and promoting the right product at the right price is of relatively little value to consumers if they are not able to get their hands on it. The distribution element of the marketing mix focuses on the creation of systems that enable customers to
access and purchase products. To be economically justified, the systems must be both
effective in facilitating product delivery and financially efficient. Distribution channels
provide the paths through which products flow from sellers to ultimate consumers. They
can vary substantially in length and complexity. Many conventional channel strategies
include several cooperating and interconnected intermediaries such as manufacturers’
agents, wholesalers, and retailers. Each channel member receives the item at one price
point and sells it to the next level at a higher price until it is sold to the final consumer.
However, direct sales from producers to final consumers have become increasingly com-
mon in many markets due to the growth of online sales.
Marketing intermediaries within the channels of distribution exist to perform essential
functions. The most basic function is simply to bring products from where they are cre-
ated to where they are demanded. Consequently, the tendency is to think of distribution
channels strictly in terms of the physical transportation of goods. However, many other
types of nontransportation functions need to be performed to efficiently bridge the gap
between buyers and sellers. These include activities ranging from promoting, sorting,
order processing, and inventory management to insurance and financing.
This chapter focuses primarily on marketing-related distributions functions. The tasks
performed by the different types of intermediaries are developed at the outset. Based on
an understanding of the value added by the performance of channel functions, ...
Portfolio contendo alguns dos projetos onde minha participação contribuiu para o desenvolvimento de estratégias de comunicação que gerassem o resultado desejado ao cliente.
La gerencia y ciclo de vida de los proyectosLuna Sol
Mapa conceptual sobre pasos de la realización de un proyecto y responsabilidad del director del proyecto. Actividad 1. Gerencia de proyectos de Tecnología Educativa
THE ANALYSIS, DESIGN & EVALUATION OF CUSTOMER INTELLIGENCE PLATFORM THAT HEL...ellestyle
Technology will continue to advance and influence peoples’ lives. Innovation has changed how people run their lives, but one thing will never change – the human heart. The great innovation comes from the heart and consumer love innovations that will make their lives convenient, pleasurable, and connected to the world.
Content Strategy for Omnichannel by Rebecca Schneider and Kevin P Nichols 201...Kevin Nichols
Content Strategy for Omnichannel - keynote at Content Strategy Applied. Best practices for developing a content strategy for Omnichannel, with definitions, review of customer engagement model, multichannel considerations, content lifecycle considerations, how to sell it into an organization and Omnichannel performance metrics to measure.
Inside Retail Academy: Managing Marketing in a Multi Channel Retail EnvironmentACRSMonash
The ACRS team attended Inside Retail Academy’s one day intensive workshop, 'Managing marketing in a multi channel retail environment'. The workshop focused on modern marketing in a fast paced, technology fueled, ever-evolving retail environment.
Learning OutcomesBy the end of this chapter, you should.docxSHIVA101531
Learning Outcomes
By the end of this chapter, you should:
•Be able to identify the channel intermediaries, the functions involved in product distribution
systems, and how the sorting process adds value by aligning the product mix with buyers’
preferences.
•Recognize the advantages and costs associated with the use of indirect channels of distribution.
•Be able to identify the basic channel structures common to the distribution systems for both con-
sumer and industrial goods.
•Appreciate the significance of market coverage and distribution density objectives in the planning
of distribution channels and the application of push and pull strategies to promote the movement
of brands through multilevel channels of distribution.
•Recognize the role of vertical marketing systems in channel coordination and control.
•Understand how channel power and conflict impact the nature of relationships between channel
intermediaries.
12
Marketing Channels and
Distribution Decisions
Paul Edmondson/Corbis
fin80083_12_c12_329-360.indd 1 7/31/12 3:37 PM
330
CHAPTER 12Introduction
Introduction
Creating and promoting the right product at the right price is of relatively little value to consumers if they are not able to get their hands on it. The distribution element of the marketing mix focuses on the creation of systems that enable customers to
access and purchase products. To be economically justified, the systems must be both
effective in facilitating product delivery and financially efficient. Distribution channels
provide the paths through which products flow from sellers to ultimate consumers. They
can vary substantially in length and complexity. Many conventional channel strategies
include several cooperating and interconnected intermediaries such as manufacturers’
agents, wholesalers, and retailers. Each channel member receives the item at one price
point and sells it to the next level at a higher price until it is sold to the final consumer.
However, direct sales from producers to final consumers have become increasingly com-
mon in many markets due to the growth of online sales.
Marketing intermediaries within the channels of distribution exist to perform essential
functions. The most basic function is simply to bring products from where they are cre-
ated to where they are demanded. Consequently, the tendency is to think of distribution
channels strictly in terms of the physical transportation of goods. However, many other
types of nontransportation functions need to be performed to efficiently bridge the gap
between buyers and sellers. These include activities ranging from promoting, sorting,
order processing, and inventory management to insurance and financing.
This chapter focuses primarily on marketing-related distributions functions. The tasks
performed by the different types of intermediaries are developed at the outset. Based on
an understanding of the value added by the performance of channel functions, ...
This presentation is part of our TEDx talk and our book entitled "from Selling to Co-Creating" and focusses on the main trends in sales for the coming years. Particular attention is given on the role of sales versus marketing in the future.
Main trends are: co-creation, networking, communication, the sales process, team based selling and the relationship between sales, marketing and customer service.
Based on a real client case study, I created an end-to-end process of brand platform development to story creation and marketing plan. I share, step-by-step, how I did it.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
2. RESUME SUMMARY
Understanding is the most appropriate keyword for this sign.
Easygoing and able to see people around in the best way. Strong
Points: Intuitive, compassionate, artistic, kind, intelligent.
Success-oriented and keen, he has knowledge of how the work
system works and puts it to work for himself. He has principles
and knows what he wants. Severe with priorities, but flexible in
order to achieve the ends. He’s confident and very professional
with what he does; excellent speaker.
Fluent
English
Desktop
research
Trendwatching
Content
generation
Didactics and
public speaking
Critical
analysis
CONTEMPORARY COMMUNICATION
GLOBALIZATION AND CULTURE
ADVERTISING
AND MARKETING
BACHELOR SPECIALIZATION
MASTERS
DEGREE
WG Comunicação
Rae,MP
AC Nielsen
Internship
Planning
Assistant
Planning
Assistant
Full
Planner
Planning
Coordinator
2005 2006
2006 2009 2013
Senior Project
Consultant
2015
3. CASE 1
CLIENT INDUSTRY: Class association
1. CHALLENGE:
To induce networking from
attendants during the
association’s events.
2. SOLUTION:
Mobile app with
professional and contact
data compilation, directly
linked to LinkedIn.
3. WHY IT WORKS:
Both the lack of enough business cards
and the unwillingness of storing all
received cards demand a digital solution
within a device no businessman forgets:
its smartphone or tablet.
4. CASE 2
CLIENT INDUSTRY: Shopping mall
1. CHALLENGE:
To draw attention of dog owners in the
mall’s primary area in order to make them
attend the dog walking event.
2. SOLUTION:
Media and guerrilla campaign strongly
based on radio spot, with a frequency of
20kHz attached into the audio works.
3. WHY IT WORKS:
The 20kHz frequency can’t be heard by
human beings but it’s so by dogs, which
then interact with the audio demonstrating
attention, reinforcing the message towards
the dog owner who’s also listening.
5. CASE 3
CLIENT INDUSTRY: Sparkling wine
1. CHALLENGE:
To reinforce the brand’s
recall in moments of
celebration and
freshness. 2. SOLUTION:
Turning confetti launchers into the
product’s minibottles, also
installing fan humidifiers in the
product’s island displays in the
points-of-sales.
3. WHY IT WORKS:
The constant use of confetti
launchers strengthens the
recall about the bottle’s label
and form, while the freshness
feeling in POS connects to the
product and induces it to an
easier purchase.
6. CASE 4
CLIENT INDUSTRY: Automotive retail
1. CHALLENGE:
To create a more effective and impacting
communication channel with the target
(truck drivers), with enough geographic
range.
2. SOLUTION:
Advertising use of trucks’ CB radio, with
metrics and logics adapted from social
media.
3. WHY IT WORKS:
Truck drivers already use CB radio as social
media, it was only needed to introduce
social media strategies to make it work.
7. CASE 5
CLIENT INDUSTRY: Private hospital
1. CHALLENGE:
To reassure the hospital’s concern about
nature caring during the Environment
Week.
2. SOLUTION:
Clowns dressed as doctors examining
trees and tree beds at Paulista Avenue,
stamping on approached passers-by’s
papers a QR code and a shortened URL
which leads to a hotsite which explains
further about the stunt and the importance
of taking care of nature.
3. WHY IT WORKS:
Stamps make a perfect solution for
limitations from São Paulo’s clean city
law, while clowns draw attention from
far distance and generate curiosity.
8. CASE 6
CLIENT INDUSTRY: Soy germplasm
1. CHALLENGE:
To generate interactivity with the
stand’s visitors during the new
varieties’ launching event.
2. SOLUTION:
Interactive wall with logics game
similar to Minesweeper in order to
show the advantages of using the
client’s seeds.
3. WHY IT WORKS:
Visitors of rural events are eager
for different and interactive
activities which entertain them
and explain the technologies in a
playful and didactic way.
9. CASE 7
CLIENT INDUSTRY: Automotive retail
1. CHALLENGE:
To create a promotional strategy in order to attract
new clients for a check in the brand’s dealers.
2. SOLUTION:
Promotional campaign along with an incentive
campaign where both client and check team can
win by drawing lots a bicycle manufactured by the
brand itself and not yet sold in Brazil.
3. WHY IT WORKS:
Besides the strong cycling trend, the quality of the
brand’s bicycles is internationally known, making it
a high-value item both for those who rides it and
for those who decide to sell this prize,
guaranteeing a logistical purchase convenience for
this brand in Brazil.
10. CASE 8
CLIENT INDUSTRY: Automotive retail
1. CHALLENGE:
To launch a new and used vehicle fair in a
way it draws more attention than the
competitors’ ones.
2. SOLUTION:
Launching a special offers fair inside the
most important collective purchase
websites in the country.
3. WHY IT WORKS:
At the time, collective purchase websites
were trendy, in such a way the vehicle
offers would be seen on these sites’ daily
offers e-mails, impacting a wider target,
also offering units with special prices in
those same websites.
11. CASE 9
CLIENT INDUSTRY: Luxury decoration 1. CHALLENGE:
To make an activation stunt at the paulistan
shore in order to announce the luxury
decorative items e-commerce website.
2. SOLUTION:
Installation of a pop-up store with several
showroom items and salespersons with tablets
and well-trained to help the store’s visitors
make an online purchase over there.
3. WHY IT WORKS:
Even with no physical stores, the pop-up store
can draw more attention by being installed in a
high-flow place and visited by all passers-by,
who would make the necessary buzz.
12. CASE 10
CLIENT INDUSTRY: Credit auditorship
1. CHALLENGE:
To motivate individuals to enter the client’s
subscription which certifies the absence of
the subscripted ones’ financial
impediments, in order to sell this mailing to
retail companies which need to check their
customers’ financial status.
2. SOLUTION:
Partnership with shopping malls, where
each customer who allow its personal data
in the malls’ promotional coupons to be
added into the credit auditorship company
would receive double coupons for the
partner mall’s drawing lot. In the
meanwhile, the auditorship company
would buy each new subscription from the
shopping mall.
3. WHY IT WORKS:
In every promotion, many malls lose the
manageability of the created mailing, needing
to create a new one in every new campaign –
it’s more cost-effective to sell this mailing to the
credit auditorship company.
13. CASE 11
CLIENT INDUSTRY: Scaffolding, shoring and propping systems
1. CHALLENGE:
To make an event about the Belo Horizonte
branch launching, emphasizing the quality of
services provided to the region’s construction
companies.
2. SOLUTION:
Turning the event into a
vernissage, displaying in
paintings, sculptures, footages
and other means the
construction engineering works
where the company was
present, treating the
construction works as artworks.
3. WHY IT WORKS:
Vernissages are full of glamour and
appreciation for their guests, while
the transformation of construction
works into artworks brings the client
relationship with construction
companies closer.
14. CASE 12
CLIENT INDUSTRY: Zootechnical solutions 1. CHALLENGE:
To help cattle breeders control the
quantity of immunocastrating vaccines
without waste or incomplete cycles.
2. SOLUTION:
In places where the immunocastrating medicine
and the jet injector are sold, would also be sold
bovine earrings containing RFID chips, which
would transmit data about the quantity of
already received vaccines directly into an app
installed in the vaccine enforcer’s mobile device.
3. WHY IT WORKS:
As the immunocastration is done as in an
assembly line, it´s easy to use an RFID database
managing system which geographically indicates
the location of each immunocastrated animal in
each of the three cycles.