The document outlines a marketing campaign to increase awareness of ROCKWOOL insulation products RedAirTM and RedArtTM among contractors and their customers in Denmark. It proposes three initiatives: 1) hosting expert panel workshops for contractors to learn about and try the products, 2) producing animated advertisement films about the products' benefits, and 3) hiring students to support daily marketing activities online and off. A step-by-step implementation plan is provided, and the budget of 1 million Danish kroner can fund all three initiatives. The goal is to apply the process to different customer segments and target audiences.
Connected Studio - Audience inspired Innovation - British Science Festival 2014BBC
This is a presentation given to the British Science Festival Industry Conference at University of Birmingham in Sept 2014 to provide an Overview of Connected Studio.
ROCKWOOL Asia - Leading Stone Wool ProviderKim Jane
ROCKWOOL is a global producer of stone wool insulation solutions with over 70 years of experience. It operates factories and offices across Asia and other regions to serve various markets. ROCKWOOL insulation provides benefits such as fire resistance, energy efficiency, acoustic comfort and sustainability. It aims to protect life and the environment through high-performing insulation solutions for buildings and industries.
Seedcamp is an organization that provides mentorship and seed funding to early-stage technology startups in Europe. It receives over 1,500 applications each year and invests in about 20-25 companies. The document discusses Seedcamp's process of selecting startups and providing lean startup methodology training through mini bootcamps and mentorship. It also provides examples of startups in Seedcamp's portfolio that have successfully implemented customer development and iterative product building.
Speed Wins: Launching new products and services. pptxPeter Eales
Learn how to get your products and services to market on time to enhance your range of services. Peter Eales gives practical examples and case studies for a range of businesses across all sectors, showing how to use product management for business growth. This session is a presentation for people in marketing and business owners. It shows how to work with customers and suppliers to test ideas, products and services using prototypes, MVPs (Minimum Viable Products which are like prototypes), and methods to save wasted time and cost. Peter shows the importance of good project management and how to adjust plans and tactics up to and after launch. It was originally a presentation given to 2014 to marketers and business owners.
Peter Eales is MD of o i solutions ltd and Marketing Manager at Hixsons Ltd. He is a CIM chartered marketer, CIM and IDM Fellow and ex regional chair, and Dorset CIM Vice Chair. A Dorset Community Foundation Board Member and Dorset Business Angels GM and Director. Previously a plc director and experienced product manager across the UK and Europe.
Design studio: A team alignment secret weapon - Modev MVP ConferenceJohn Whalen
Design studio: A team alignment secret weapon - Modev MVP Conference
We all want the best user experience, but often other priorities get in the way: “Bob from Marketing wants it to…”, “The developers don’t like that approach...”, “That feature is a ‘nice to have’”.
What if you had a tool that can help folks sharpen their UX skills, get them prioritizing the users and their goals, and align everyone on a common vision that revolves around a great user experience?
This hands-on tutorial will walk you through a design studio and how it can be a great tool to align product owners, developers and UX teams on an approach that balances user and business needs. We’ll also show you how to conduct a “mini design studio” before an agile sprint.
You’ll gain hands-on experience with different aspects of running a design studio through individual and group exercises throughout the tutorial.
John Whalen (CEO at Brilliant Experience):
John Whalen has a PhD in Cognitive Science with over 15 years of User-Centered Design experience. He currently leads Brilliant Experience – a consultancy that supports intra- and entrepreneurs to ensure the success of mission-critical innovation projects by using our unique blend of user-centered design, psychology, design thinking and lean startup techniques.
John’s specialty is to provide businesses with competitive advantages using a mix of user research insights and expert knowledge of human vision, attention and memory. He has experience (and great stories to tell from) working with Fortune 500 clients in the ecommerce, financial, healthcare and government verticals. John’s currently focusing on helping large enterprises integrate brain science into agile, design thinking, and UCD projects.
Delivering a Service Design Fashion course at INSEEC Msc Fashon Marketing in Paris. In collaboration with Lauren Currie @Redjotter @wearesnook , Maurizio Serena, director of the course and commonground @cmngrd
Customer experience management (CxM) platforms are technology enablers within wider digital transformation programs. They help brands to deliver those right-time experiences at key decision points in the customer journey to drive engagement. With over a decade of lessons learned delivering CxM platforms for major brands, this session provides practical and pragmatic advice using concrete platform examples spanning the financial, media, news and entertainment, healthcare, and insurance sectors. How do you take a platform-first approach to CxM? What does good look like? How do you incentivize adoption? What works well? What should be avoided? This session shares war stories on the good, the bad and the ugly documented as a collection of useful and useable design principles for delivering sustainable CxM platforms.
Connected Studio - Audience inspired Innovation - British Science Festival 2014BBC
This is a presentation given to the British Science Festival Industry Conference at University of Birmingham in Sept 2014 to provide an Overview of Connected Studio.
ROCKWOOL Asia - Leading Stone Wool ProviderKim Jane
ROCKWOOL is a global producer of stone wool insulation solutions with over 70 years of experience. It operates factories and offices across Asia and other regions to serve various markets. ROCKWOOL insulation provides benefits such as fire resistance, energy efficiency, acoustic comfort and sustainability. It aims to protect life and the environment through high-performing insulation solutions for buildings and industries.
Seedcamp is an organization that provides mentorship and seed funding to early-stage technology startups in Europe. It receives over 1,500 applications each year and invests in about 20-25 companies. The document discusses Seedcamp's process of selecting startups and providing lean startup methodology training through mini bootcamps and mentorship. It also provides examples of startups in Seedcamp's portfolio that have successfully implemented customer development and iterative product building.
Speed Wins: Launching new products and services. pptxPeter Eales
Learn how to get your products and services to market on time to enhance your range of services. Peter Eales gives practical examples and case studies for a range of businesses across all sectors, showing how to use product management for business growth. This session is a presentation for people in marketing and business owners. It shows how to work with customers and suppliers to test ideas, products and services using prototypes, MVPs (Minimum Viable Products which are like prototypes), and methods to save wasted time and cost. Peter shows the importance of good project management and how to adjust plans and tactics up to and after launch. It was originally a presentation given to 2014 to marketers and business owners.
Peter Eales is MD of o i solutions ltd and Marketing Manager at Hixsons Ltd. He is a CIM chartered marketer, CIM and IDM Fellow and ex regional chair, and Dorset CIM Vice Chair. A Dorset Community Foundation Board Member and Dorset Business Angels GM and Director. Previously a plc director and experienced product manager across the UK and Europe.
Design studio: A team alignment secret weapon - Modev MVP ConferenceJohn Whalen
Design studio: A team alignment secret weapon - Modev MVP Conference
We all want the best user experience, but often other priorities get in the way: “Bob from Marketing wants it to…”, “The developers don’t like that approach...”, “That feature is a ‘nice to have’”.
What if you had a tool that can help folks sharpen their UX skills, get them prioritizing the users and their goals, and align everyone on a common vision that revolves around a great user experience?
This hands-on tutorial will walk you through a design studio and how it can be a great tool to align product owners, developers and UX teams on an approach that balances user and business needs. We’ll also show you how to conduct a “mini design studio” before an agile sprint.
You’ll gain hands-on experience with different aspects of running a design studio through individual and group exercises throughout the tutorial.
John Whalen (CEO at Brilliant Experience):
John Whalen has a PhD in Cognitive Science with over 15 years of User-Centered Design experience. He currently leads Brilliant Experience – a consultancy that supports intra- and entrepreneurs to ensure the success of mission-critical innovation projects by using our unique blend of user-centered design, psychology, design thinking and lean startup techniques.
John’s specialty is to provide businesses with competitive advantages using a mix of user research insights and expert knowledge of human vision, attention and memory. He has experience (and great stories to tell from) working with Fortune 500 clients in the ecommerce, financial, healthcare and government verticals. John’s currently focusing on helping large enterprises integrate brain science into agile, design thinking, and UCD projects.
Delivering a Service Design Fashion course at INSEEC Msc Fashon Marketing in Paris. In collaboration with Lauren Currie @Redjotter @wearesnook , Maurizio Serena, director of the course and commonground @cmngrd
Customer experience management (CxM) platforms are technology enablers within wider digital transformation programs. They help brands to deliver those right-time experiences at key decision points in the customer journey to drive engagement. With over a decade of lessons learned delivering CxM platforms for major brands, this session provides practical and pragmatic advice using concrete platform examples spanning the financial, media, news and entertainment, healthcare, and insurance sectors. How do you take a platform-first approach to CxM? What does good look like? How do you incentivize adoption? What works well? What should be avoided? This session shares war stories on the good, the bad and the ugly documented as a collection of useful and useable design principles for delivering sustainable CxM platforms.
Discover a programme that brings together students, entrepreneurs & community groups to develop creative solutions to local challenges.
We help train students to co-design solutions from uncovering local needs with the community to working with them to develop projects that can be taken forward.
We evaluate the insights and impact of the needs & solutions to help public services better understand how to support communities to help each other & use technology.
A plan is a "to do" list, a guide to action.
It is an outline that directs a company's advertising effort. It includes planning the Creative Strategy, Media Strategy, Advertising Medium, Advertising Budget and Timeline. This lecture will explain the terms Creative Strategy, Media Strategy, list the several Advertising Medias available to us designers and briefly talk about the budget and timeline.
This document describes a company that provides visual communication and marketing solutions through a proprietary 5-step project development process. They offer creative services, custom software and technology solutions, commercial printing, and promotional products. The company aims to partner with clients to simplify their success through attentive service, innovative thinking, and sustainable practices.
The CEO of Microsoft stated that every business will become a software business. Pacific Magazines lost its technology edge by solely focusing on print with no digital strategy for over a decade. To regain its "tech mojo", Pacific Magazines focused on transforming its products, processes, people, and technology. This included establishing agile processes, onboarding new digital talent, empowering cross-functional teams, and building scalable platforms to enable rapid innovation and frequent delivery of new digital experiences. As a result, Pacific Magazines released engaging digital products, established clear roadmaps, created a high performing team, and built a quality technology foundation to ensure its long term survival in a fast changing market.
Product Development Demystified: Launching Faster with Confidence through Hum...Aggregage
Kandice Durden is here to discuss how leading organizations build, validate, and embed customer feedback into their development cycles. It’s time to take the guesswork out of product development by putting your customers at the center of your decisions!
Stimulo is a product design agency that helps companies design and develop more competitive products through their Stimulo 360 methodology. This methodology involves identifying market opportunities, developing valuable and feasible concepts, and delivering stimulating products while guiding clients through the entire production and implementation process. Stimulo has experience designing successful products for over 10 years and takes a business-oriented approach to design.
Pgbm03 MBA OPERATION MANAGEMENT session 05 design of product and serviceAquamarine Emerald
This document summarizes key points from a session on product and service design operations management. It discusses why good design is important, noting a survey found companies that consider design performed much better financially. It also outlines the stages in design like concept generation, screening, preliminary design, and prototyping. Interactive product/service and process design are emphasized. Design reduces costs and time to market for new offerings. Delays in design or time to market can significantly impact financial break-even points.
MVP Workshop @ Aeternity Starfleet 3 | Malta MVP Workshop
Genesis Week Day 2:
All-day workshop with Stefan Ignjatovic Business Developer and Petar Atanasovski Product Manager from MVP Workshop
In the first half, we went through the basics for the blockchain projects - the Value Proposition, Customer Satisfaction, and the Marketing Fit, for which you can:
- Focus on the unique solution offered by your product so you can build your MVP;
- Outline the strengths and weaknesses of your idea so you can enhance your app later;
- Identify metrics that are the most important for your app to see how well it satisfies customer needs.
The document provides guidance on best practices for preparing resumes, including:
- Recruiters primarily focus on an applicant's potential fit for the role, competence, education details, and experience highlights.
- Resumes should have a clear structure with headings, sub-sections, and key details on the left side. Each point should be no longer than one line.
- The Situation-Action-Result (SAR) format and use of tangible metrics make experiences easy for recruiters to understand.
- Projects, internships, and extracurricular activities should showcase impact, approach, and innovative work.
- One page is optimal, and skills and objectives should directly relate to the target role. Variants
This document outlines a community prototyping competition to develop innovative technology solutions to improve neighborhoods. It aims to stimulate collaboration between public services, entrepreneurs, and communities. The competition will include defining challenges, idea generation sessions, prototyping events, and supporting winners to further develop prototypes. The goal is to produce solutions to help public services and customer experiences through community insights and technology. A venue, dates, and budgets are proposed to run prototyping day events where designers and developers turn ideas into prototypes.
Sessione 6_ Business process Management pt.1The Qube
This document discusses business process management for enterprises. It begins by outlining the ends (vision and goals) and means (mission and strategy) that an enterprise uses to achieve its objectives. It then defines key concepts like mission, strategy, goals, and how they relate to one another. The document also discusses how to develop a process architecture by decomposing processes into a hierarchy. Finally, it provides an example process architecture from a reference framework.
This document provides an overview of key concepts in business process management including business motivation, strategy, goals, processes, process architecture, and process performance measurement. It defines concepts like vision, mission, strategies, goals, value chains, process types and architectures. It also discusses how to develop strategies and goals using the balanced scorecard approach and how performance is measured through key performance indicators.
Workshop 4: Turning your idea into a ProductGillian King
The document discusses various stages in developing a product idea into a tangible prototype or finished product. It covers initial mock-up and pre-production prototype stages, and emphasizes the importance of prototyping in commercializing a product and raising funding. Key considerations for product development discussed include design, components, working with developers, testing concepts, and financial planning for prototyping. Various sources of public and private funding that can support product development and prototyping are also outlined.
Workshop 4; Turning your idea into a productGillian King
The document discusses various stages in developing a product idea into a tangible prototype or finished product. It covers initial mock-up and pre-production prototype stages, the benefits of prototyping for fundraising and commercialization, key considerations when working with developers or prototyping providers, and the importance of product testing and research before commercial launch. Various sources of public and private funding are also outlined to support prototype development, product design, and research and development activities.
Workshop 4: Turning your idea into a ProductGillian King
The document discusses various stages of developing an idea into a product, including:
1) Creating crude prototypes to demonstrate proof of concept and refine the idea.
2) Developing pre-production prototypes with third party developers to further test design.
3) Conducting product testing and research with potential customers to gather feedback before full commercialization.
4) Considering financial factors like unit costs, initial tooling costs, and packaging/distribution costs when planning for commercial scale production.
Building innovation pipeline with service design methodsELEKS
Building innovation pipeline with service design methods by Oleg Slyusarchuk — Global Head of Product Design, ELEKS (Chicago, USA) and Uliana Bashchuk — Senior Experience Designer, ELEKS.
About Oleg:
Oleg lives in Chicago, US, and leads an award-winning team of 65 designers in the EU, US, and the UK in a Ukrainian-based software company ELEKS. He has experience in design for 19 years, he is a lecturer, and certified design manager by Nielsen Norman Group. His focus is establishing business design processes and growing up design services in different markets. Responsible for design consultancy and advisory as a door opener for product development.
About Uliana:
Uliana is a UXQB-certified professional for usability and user experience. Throughout the designer, career has finished over 30 projects in various domains like oil&gas, retail, education, human resources, etc., and participated in numerous presale activities.
Presentation is about▼
☑ Service design for a governmental organization
☑ Design of business processes. Values of user research and stakeholders facilitation
☑ Building and validation Services for Software innovation companies
A presentation given at the American Association of Museums Annual Meeting in May 2004. Created and presented along with Kyra Bowling and Claudia Lewis.
Job description - Seniour Business ConsultantZuhdi Abdullah
This job description is for a Projects and Marketing role responsible for delivering solutions to both existing and new clients to generate revenue. Key responsibilities include identifying client needs, conducting analysis of client businesses, developing customized solutions, costing solutions, managing project initiation and presentations to clients, ensuring compliance with legal requirements, and providing regular reporting on the sales pipeline and forecasts. The goal is to position the company's products and services effectively, grow market share through longer contracts and multiple products, and deliver solutions that earn recurring annuity income.
Scoping your next release defining and documenting mv psTristan Senycia
This document discusses how to develop a minimum viable product (MVP). It emphasizes properly documenting the product vision through business models, personas, maps, and stories to gain stakeholder feedback and avoid costly mistakes in design and development. An ideal process involves a product management coach reviewing documentation before starting wireframes or engineering. Benefits include more accurate estimates, stakeholder alignment, and cheaper prototyping. Common mistakes include weak teams, solely technical focus, and lacking commercial objectives or go-to-market strategy. The document provides a case study and recommends accelerators and advisors to cheaply validate products.
This document summarizes Mike Dowson's presentation on innovation. It discusses what innovation is, why companies should innovate, and signs that a business may need innovation. It also outlines the innovation process, including having a defined process, focusing on customers, generating concepts, and developing and launching new products. A case study describes developing a new tree guard for string trimmers that had to be redesigned due to marketing concerns over a stress mark, requiring new tools and designs to be completed on time.
Discover a programme that brings together students, entrepreneurs & community groups to develop creative solutions to local challenges.
We help train students to co-design solutions from uncovering local needs with the community to working with them to develop projects that can be taken forward.
We evaluate the insights and impact of the needs & solutions to help public services better understand how to support communities to help each other & use technology.
A plan is a "to do" list, a guide to action.
It is an outline that directs a company's advertising effort. It includes planning the Creative Strategy, Media Strategy, Advertising Medium, Advertising Budget and Timeline. This lecture will explain the terms Creative Strategy, Media Strategy, list the several Advertising Medias available to us designers and briefly talk about the budget and timeline.
This document describes a company that provides visual communication and marketing solutions through a proprietary 5-step project development process. They offer creative services, custom software and technology solutions, commercial printing, and promotional products. The company aims to partner with clients to simplify their success through attentive service, innovative thinking, and sustainable practices.
The CEO of Microsoft stated that every business will become a software business. Pacific Magazines lost its technology edge by solely focusing on print with no digital strategy for over a decade. To regain its "tech mojo", Pacific Magazines focused on transforming its products, processes, people, and technology. This included establishing agile processes, onboarding new digital talent, empowering cross-functional teams, and building scalable platforms to enable rapid innovation and frequent delivery of new digital experiences. As a result, Pacific Magazines released engaging digital products, established clear roadmaps, created a high performing team, and built a quality technology foundation to ensure its long term survival in a fast changing market.
Product Development Demystified: Launching Faster with Confidence through Hum...Aggregage
Kandice Durden is here to discuss how leading organizations build, validate, and embed customer feedback into their development cycles. It’s time to take the guesswork out of product development by putting your customers at the center of your decisions!
Stimulo is a product design agency that helps companies design and develop more competitive products through their Stimulo 360 methodology. This methodology involves identifying market opportunities, developing valuable and feasible concepts, and delivering stimulating products while guiding clients through the entire production and implementation process. Stimulo has experience designing successful products for over 10 years and takes a business-oriented approach to design.
Pgbm03 MBA OPERATION MANAGEMENT session 05 design of product and serviceAquamarine Emerald
This document summarizes key points from a session on product and service design operations management. It discusses why good design is important, noting a survey found companies that consider design performed much better financially. It also outlines the stages in design like concept generation, screening, preliminary design, and prototyping. Interactive product/service and process design are emphasized. Design reduces costs and time to market for new offerings. Delays in design or time to market can significantly impact financial break-even points.
MVP Workshop @ Aeternity Starfleet 3 | Malta MVP Workshop
Genesis Week Day 2:
All-day workshop with Stefan Ignjatovic Business Developer and Petar Atanasovski Product Manager from MVP Workshop
In the first half, we went through the basics for the blockchain projects - the Value Proposition, Customer Satisfaction, and the Marketing Fit, for which you can:
- Focus on the unique solution offered by your product so you can build your MVP;
- Outline the strengths and weaknesses of your idea so you can enhance your app later;
- Identify metrics that are the most important for your app to see how well it satisfies customer needs.
The document provides guidance on best practices for preparing resumes, including:
- Recruiters primarily focus on an applicant's potential fit for the role, competence, education details, and experience highlights.
- Resumes should have a clear structure with headings, sub-sections, and key details on the left side. Each point should be no longer than one line.
- The Situation-Action-Result (SAR) format and use of tangible metrics make experiences easy for recruiters to understand.
- Projects, internships, and extracurricular activities should showcase impact, approach, and innovative work.
- One page is optimal, and skills and objectives should directly relate to the target role. Variants
This document outlines a community prototyping competition to develop innovative technology solutions to improve neighborhoods. It aims to stimulate collaboration between public services, entrepreneurs, and communities. The competition will include defining challenges, idea generation sessions, prototyping events, and supporting winners to further develop prototypes. The goal is to produce solutions to help public services and customer experiences through community insights and technology. A venue, dates, and budgets are proposed to run prototyping day events where designers and developers turn ideas into prototypes.
Sessione 6_ Business process Management pt.1The Qube
This document discusses business process management for enterprises. It begins by outlining the ends (vision and goals) and means (mission and strategy) that an enterprise uses to achieve its objectives. It then defines key concepts like mission, strategy, goals, and how they relate to one another. The document also discusses how to develop a process architecture by decomposing processes into a hierarchy. Finally, it provides an example process architecture from a reference framework.
This document provides an overview of key concepts in business process management including business motivation, strategy, goals, processes, process architecture, and process performance measurement. It defines concepts like vision, mission, strategies, goals, value chains, process types and architectures. It also discusses how to develop strategies and goals using the balanced scorecard approach and how performance is measured through key performance indicators.
Workshop 4: Turning your idea into a ProductGillian King
The document discusses various stages in developing a product idea into a tangible prototype or finished product. It covers initial mock-up and pre-production prototype stages, and emphasizes the importance of prototyping in commercializing a product and raising funding. Key considerations for product development discussed include design, components, working with developers, testing concepts, and financial planning for prototyping. Various sources of public and private funding that can support product development and prototyping are also outlined.
Workshop 4; Turning your idea into a productGillian King
The document discusses various stages in developing a product idea into a tangible prototype or finished product. It covers initial mock-up and pre-production prototype stages, the benefits of prototyping for fundraising and commercialization, key considerations when working with developers or prototyping providers, and the importance of product testing and research before commercial launch. Various sources of public and private funding are also outlined to support prototype development, product design, and research and development activities.
Workshop 4: Turning your idea into a ProductGillian King
The document discusses various stages of developing an idea into a product, including:
1) Creating crude prototypes to demonstrate proof of concept and refine the idea.
2) Developing pre-production prototypes with third party developers to further test design.
3) Conducting product testing and research with potential customers to gather feedback before full commercialization.
4) Considering financial factors like unit costs, initial tooling costs, and packaging/distribution costs when planning for commercial scale production.
Building innovation pipeline with service design methodsELEKS
Building innovation pipeline with service design methods by Oleg Slyusarchuk — Global Head of Product Design, ELEKS (Chicago, USA) and Uliana Bashchuk — Senior Experience Designer, ELEKS.
About Oleg:
Oleg lives in Chicago, US, and leads an award-winning team of 65 designers in the EU, US, and the UK in a Ukrainian-based software company ELEKS. He has experience in design for 19 years, he is a lecturer, and certified design manager by Nielsen Norman Group. His focus is establishing business design processes and growing up design services in different markets. Responsible for design consultancy and advisory as a door opener for product development.
About Uliana:
Uliana is a UXQB-certified professional for usability and user experience. Throughout the designer, career has finished over 30 projects in various domains like oil&gas, retail, education, human resources, etc., and participated in numerous presale activities.
Presentation is about▼
☑ Service design for a governmental organization
☑ Design of business processes. Values of user research and stakeholders facilitation
☑ Building and validation Services for Software innovation companies
A presentation given at the American Association of Museums Annual Meeting in May 2004. Created and presented along with Kyra Bowling and Claudia Lewis.
Job description - Seniour Business ConsultantZuhdi Abdullah
This job description is for a Projects and Marketing role responsible for delivering solutions to both existing and new clients to generate revenue. Key responsibilities include identifying client needs, conducting analysis of client businesses, developing customized solutions, costing solutions, managing project initiation and presentations to clients, ensuring compliance with legal requirements, and providing regular reporting on the sales pipeline and forecasts. The goal is to position the company's products and services effectively, grow market share through longer contracts and multiple products, and deliver solutions that earn recurring annuity income.
Scoping your next release defining and documenting mv psTristan Senycia
This document discusses how to develop a minimum viable product (MVP). It emphasizes properly documenting the product vision through business models, personas, maps, and stories to gain stakeholder feedback and avoid costly mistakes in design and development. An ideal process involves a product management coach reviewing documentation before starting wireframes or engineering. Benefits include more accurate estimates, stakeholder alignment, and cheaper prototyping. Common mistakes include weak teams, solely technical focus, and lacking commercial objectives or go-to-market strategy. The document provides a case study and recommends accelerators and advisors to cheaply validate products.
This document summarizes Mike Dowson's presentation on innovation. It discusses what innovation is, why companies should innovate, and signs that a business may need innovation. It also outlines the innovation process, including having a defined process, focusing on customers, generating concepts, and developing and launching new products. A case study describes developing a new tree guard for string trimmers that had to be redesigned due to marketing concerns over a stress mark, requiring new tools and designs to be completed on time.
2. Agenda
Current
situation Challenges Solution
Present
three
key
marketing
initiatives
that
seek
to
increase
awareness
Deliver
a
process
oriented
understanding
that
can
be
applied
to
all
customer
segments
Lack
of
awareness
about:
-‐ Products
-‐ Product
features
and
benefits
-‐ Names
-‐ Economic
benefits
of
good
insulation
Professionals
are
very
traditional
in
their
approach
Contractors
purchase
materials
through
timber
merchants
The
systems
have
been
on
the
market
for
more
than
30
years
RedAirTM
is
leading
in
its
niche
In
the
RedArtTM
submarket
competition
is
fierce
Exterior
facade
insulation
systems
show
great
growth
potential
Agenda Process Findings Initiatives Implementation Budget Wrap-‐up
3. Applying
the
customer
journey
of
housing
cooperatives
and
contractors
as
a
research
process…
Need
arises
Search
DecisionPurchase
Loyalty
Agenda Process Findings Initiatives Implementation Budget Wrap-‐up
4. …
suggests
a
campaign
that
targets
contractors
Call
housing
cooperatives
Three
decision
influencers:
-‐ Contractors
-‐ Consultants
-‐ Architects
Trends
-‐ Smaller
housing
cooperatives
(1-‐100)
tend
to
contact
contractors
-‐ Larger
housing
cooperatives
(100+)
tend
to
contact
consultant
and/or
architects
Focus
on
contractors
-‐ Always
part
of
the
decision
making
process
Agenda Process Findings Initiatives Implementation Budget Wrap-‐up
5. Evaluating
contractors’
customer
journey
allows
for
an
identification
of
the
campaign’s
areas
of
focus
Need
arises
Search
DecisionPurchase
Loyalty
Agenda Process Findings Initiatives Implementation Budget Wrap-‐up
6. Conversations.
Contractors
say
”Their
products
are
more
expensive
and
the
materials
are
four
times
heavier”
”If
you
wanna
make
people
change
their
behavior,
the
solutions
need
to
be
better,
easier,
and
quicker
to
use”
”I
find
them
arrogant
and
pompous”
Agenda Process Findings Initiatives Implementation Budget Wrap-‐up
7. Building
on
contractors’
comments,
we
introduce
ROCKWOOL
”ekspertpanel”
Purpose
Invite
contactors
to
be
part
of
an
expert
panel
that
focuses
on:
❑ Creating
awareness
about
REDAirTM
and
REDArtTM
❑ Building
a
preference
for
these
products
❑ Providing
an
opportunity
for
contractors
to
try
these
products
Details
❑ Half-‐day
event
with
morning
coffee
and
tea
+
lunch
❑ Presentation
of
the
systems
and
their
benefits
❑ ”Get
to
work”
–
contractors
get
a
feel
of
the
materials
Agenda Process Findings Initiatives Implementation Budget Wrap-‐up
8. Conversations.
Contractors
say
”In
some
situations,
I’m
not
the
one
in
charge
of
choosing
materials”
”We
often
make
decisions
together
with
end-‐
customers
and
with
respect
for
their
wishes
and
preferences
”A
lot
of
our
end-‐
customers
have
a
clear
vision
of
what
they
want”
Agenda Process Findings Initiatives Implementation Budget Wrap-‐up
9. A
film
about
three
little
pigs,
the
big
bad
wolf
and
a
house
with
ROCKWOOL’s
exterior
facade
solution
Purpose
Produce
three
short
ad
films
that:
❑ Target
end-‐customers
as
well
as
contractors
❑ Picture
the
three
most
important
features
of
the
facade
systems
❑ Trigger
recognition
Details
❑ To
be
launched
on
website,
FaceBook
and
YouTube
(more
cost-‐efficient)
❑ Simple
animations
❑ Humor
is
at
the
essence
❑ Voiceover
Agenda Process Findings Initiatives Implementation Budget Wrap-‐up
10. Purpose
Support
marketing
activities
associated
with:
❑ The
implementation
and
execution
of
our
campaign
❑ Ensure
continuity
❑ Handle
daily
updates
Details
One
student
assistant
10h/week
&
one
full-‐time
intern
(8h/day)
Tasks
❑ Adwords
on
REDAirTM
/REDArtTM
❑ Webpage
▪ Simplify
REDAir/REDArt
▪ Include
“insulation”
in
text
❑ Invitations
for
“Ekspertudvalg”
❑ Evaluation
of
awareness
surveys
❑ Danish
Facebook
Page
(Create
content
not
just
information,
e.g.
make
brochures
available
for
download)
Student
assistant
and
interns
to
perform
daily
tasks
that
support
marketing
activities
Agenda Process Findings Initiatives Implementation Budget Wrap-‐up
11. Step-‐by-‐step
implementation
will
ensure
an
optimal
execution
and
development
towards
the
communication
objective
June July August September October November December January
rt
–
udvalg
films
nt
+
intern
s
Survey Pre-‐survey Survey
Short
films
on
Facebook
Short
films
on
YouTube
Workshop Workshop Workshop Workshop
Intern Intern Intern
Student
assistant
AdWords
Send
out
invitations
Organize
event
Order
food
Set
up
materials
Find
producer
Publish
on
FB
and
YouTube
Monitor
comments
and
shares
Hire
student
Hire
interns
Partner
with
research
company
Launch
+
follow
up
Agenda Process Findings Initiatives Implementation Budget Wrap-‐up
12. All
three
initiatives
are
feasible
and
can
be
implemented
without
exceeding
budget
of
1m
ROCKWOOL
”Ekspertudvalg”
4
x
Breakfast,
coffee/tea,
lunch DKK
12,000.00 (DKK
150
x
20
participants/day)
4
x
Materials DKK
80,000.00 (20
participants/day)
Short
films
advertisments
3
x
Video
production DKK
300,000.00
Facebook
advertisement
(contractors) DKK
31,500.00 (DKK
150.00/day
x
7
months)
Facebook
advertisment
(end-‐customers) DKK
31,500.00 (DKK
150.00/day
x
7
months)
YouTube
advertisment
(contractors) DKK
31,500.00 (DKK
150.00/day
x
7
months)
YouTube
advertisment
(end-‐customers) DKK
31,500.00 (DKK
150.00/day
x
7
months)
General
marketing
Student
assistant DKK
41,600.00 (10h/week
x
DKK
130.00/h)
Intern
DKK
0.00
AdWords DKK
31,500.00 (DKK
150.00/day
x
7
months)
Awareness
survey DKK
71,000.00
SUM DKK
662,100.00
Agenda Process Findings Initiatives Implementation Budget Wrap-‐up
13. We
showed
you
a
process
oriented
solution
that
should
be
applied
to
all
segments:
❑ One
family
houses
❑ Other
apartment
complexes
❑ Housing
cooperatives
As
well
as
target
audiences:
❑ Architects
❑ Consulatant
❑ Contractors
We
introduced
you
to
three
initiatives:
❑ 4
x
”ekspertudvalg”
❑ 3
x
short
films
❑ Student
assitant
+
interns
The
communication
for
each
initiative
needs
to
be
adapted
to
the
target
audience
Wrap-‐up
Agenda Process Findings Initiatives Implementation Budget Wrap-‐up
14. Findings
–
customer
journey
Knowledge
about
energy
saving
benefits
(end-‐customer)
Housing
cooperatives
tend
to
turn
to
the
contractors
directly
Need
arises Decision Purchase LoyaltySearch
Bricklayers
use
what
they
know
End-‐
customers
use
the
internet
for
search
Use
what
is
available
at
timber
merchants
Made
together
with
end-‐
customers
Timber
merchants
act
as
advisors
Timber
merchants
(phone/
e-‐mail/store)
Better
quality
Better
price
Easier
to
use
Quicker
to
”install”