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Creativity & Marketing: the power of ideas_ProfJP Baeyens_vn june 2014Jean-Pierre Baeyens
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A product of our final Applied Trend Forecasting project at FIDM, this assignment focuses on forecasting Spring/Summer 2014 trends for Urban Outfitters. We predict that 'Festival Fashion' will continue to be a strong trend. We are also predicting a color story that we call 'Nomadic Adventures'. This color story, and fashion trends, tell a story of free-spirited, more natural colored, gypsy & nomadic fashion.
Creativity & Marketing: the power of ideas_ProfJP Baeyens_vn june 2014Jean-Pierre Baeyens
Speech at Saigon Solvay Brussels School of Economics & Management and Hanoi Vietnam Creative Entrepreneurs Club / Vietnam Marketing & Communication Club, June 2014
Learning Objectives:
- To Understand What Consumer Behavior Is and the Different Types of Consumers.
- To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as well as Segmentation, Targeting, and Positioning.
- To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention.
- To Understand How Marketers are Increasingly Able to Reach Consumers via Social Media and Better Satisfy the Needs and Wants of Consumers.
- To Understand the Makeup and Composition of a Model of Consumer Behavior.
Podium is a unique social network with fashion at its centre. It is a rendez-vous point for stylists and advice seekers where both can mutually make better fashion decisions.
This presentation explores how we map the phases of the customer journey against specific areas of inquiry related to customer needs and then apply this framework to a review of competitive and comparative brand experiences. The outcomes of this analysis deliver both qualitative and quantitative results that inspire our clients and us. In turn, the insights gained enable our design team to deliver far more compelling experiences.
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Similar to Strategic Planning Sockaholic - Amanda Moll
Learning Objectives:
- To Understand What Consumer Behavior Is and the Different Types of Consumers.
- To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as well as Segmentation, Targeting, and Positioning.
- To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention.
- To Understand How Marketers are Increasingly Able to Reach Consumers via Social Media and Better Satisfy the Needs and Wants of Consumers.
- To Understand the Makeup and Composition of a Model of Consumer Behavior.
Podium is a unique social network with fashion at its centre. It is a rendez-vous point for stylists and advice seekers where both can mutually make better fashion decisions.
This presentation explores how we map the phases of the customer journey against specific areas of inquiry related to customer needs and then apply this framework to a review of competitive and comparative brand experiences. The outcomes of this analysis deliver both qualitative and quantitative results that inspire our clients and us. In turn, the insights gained enable our design team to deliver far more compelling experiences.
The Social Retailer: what ‘social’ means for the future of commerceTara Hunt
Most retailers are having a tough enough time keeping their inventory fresh and up to date, let alone trying to figure out how to leverage the newest, latest, greatest social platform for reaching potential customers. The good news is that leveraging the social web isn't about hopping on the newest, latest, greatest social platform. It's about thinking about your business - internally and externally - as a social organization. And what does that mean? Tara Hunt, one of the pioneers of the social web will talk about how to become a social organization without having to keep up with Twitter and how harnessing the innate socialness of the web can help you connect with your customers and build your business.
This is the full slidedeck of 'the Future of Surveys' Smartees Breakfast session in London on 20 November 2013. The presentation elaborates on how our new approach allows true consumer collaboration in survey research, tapping into context and conversation. Based on eBay and Cloetta client cases, the actual impact of this new survey design is described. Presentation by Katia Pallini (Research Consultant, InSites Consulting) and LIsa Ohlin (Business Director FMCG & Retail, InSites Consulting).
(MBASkills.IN) Book summary: All Marketers Are LiarsSameer Mathur
In an ocean filled with lies, all that really matters is how believable YOUR lie is. All successful marketers are good storytellers; the customers chose to believe. "All Marketers are Liars" by Seth Godin shows that contemporary marketing is not only about satisfying needs but about creating wants. Here is a summary of the book prepared by Prof. Sameer Mathur.
30 years in 30 minutes: Tips for starting your advertising career.David Murphy
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How should you position your product or service offering?
In this 101 presentation we'll take you though the history, tactics, and practical examples you need to learn to build a lasting story that sticks in consumers minds.
This course was originally developed thanks to Youth Employment Services and their incredible entrepreneurship program that empowers young business owners in Toronto to develop their own Canadian brands.
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Similar to Strategic Planning Sockaholic - Amanda Moll (20)
2. TABLE OF CONTENTS
1. Who are we?
2. What is Sockaholic?
3. Our Framework
3.1 Our Goals
4. Research
4.1 Primary Research
4.2 Secondary Research
5. The Consumer Insight
6. The Big Idea
7. Action Plan
8. Measurements and evaluation
3.
4. WHO ARE WE?
Juanpe
21 years old
Seville, Spain
Advertising and
Publicity
Amanda
20 years old
Seville, Spain
Advertising and
Publicity
Jelle
21 years old
Utrecht, The
Netherlands
International
Communication
5.
6. About Sockaholic
Sockaholic was founded on October 2011 by a group of
friends. They saw an opportunity when they realized that
colorful, original and fun socks weren’t really an option in
the market.
The name is the combination of the words “socks” and
“aholic”.
7. FRAMEWORK
“It is a rough road that leads to the heights of
greatness”
Lucius Annaeus Seneca
9. GOALS
“First, have a clear ideal; a goal, an objective.
Second, have the necessary means to achieve your
ends. Third, adjust all your means to that end.” -
Aristotle
17. KEY FINDINGS: CULTURE
Fashion has evolved greatly because our culture and our way of thinking have
also evolved (so men and women express themselves in a more natural way).
The environment will shape the perception, habits, behavior and expectations
of the consumer.
18. Cultural factors will influence, consciously or unconsciously, the consumer
behaviour and shopping habits.
Social media (especially Pinterest, Instagram and Tumblr) are having a bigger
influence on the individual.
KEY FINDINGS: CULTURE
19. Advertising creates a world based on ideas and desires.
KEY FINDINGS: CULTURE
E-commerce is very used nowadays because it saves time, but it is
also a way of becoming inspired.
20. KEY FINDINGS:
COMPETITORS
Sockaholic’s competitors use broader distribution methods, for example
retail-stores, concept-stores, and online-stores, instead of just
online-stores (at this moment)
Differences in advertising between Sockaholic and competitors
(competitors are actively advertising, and also using ‘cookies’)
21. KEY FINDINGS: COMPANY
After investigating, we discovered that the business of sockaholic is not
properly seated in foreign countries.
The world is very large and there are plenty of potential markets. A good
strategy would be to make the most out of every opportunity
22. KEY FINDINGS: COMPANY
Sockaholic business model trusts excessively in the transmission of
information from client to client.
Sockaholic doesn’t use social networks as much as they could, so they have
a very limited impact that does not guarantee by no means the continuity
of the business.
23. KEY FINDINGS: CONSUMER
We have noticed that the target audience of sockaholic is very
specific, due to the particularity of their products.
In the future we should think in expand into new styles.
24. CORE TARGET
David is 28 years old. He is an interior designer
that lives in a renovated neighbourhood in
Barcelona. He comes from a prosperous family
and studied at the University of Barcelona.
David is homosexual, very vain and interested
in all sorts of garment related projects and has
a diversified style of dressing. David is active
on Pinterest and Instagram, posting a lot of
fashion related posts, and has a worth
mentioning amount of followers.
26. PRIMARY RESEARCH
Alvaro, 28:
-“Quality is important”
-“Prefers to buy clothing in stores, and is willing to
spend more on better quality”
Nicklas, 29:
-“Prefers to ensure himself of buying the proper fabric
by buying it in stores.”
Prasta, 27:
-”Values wearing quality underwear, and prefers to buy
in stores”
27. PRIMARY RESEARCH
Jesús, Sales Clerk
-“Garments need to be perceived before buying it, in physical stores”
-”Design, outstanding underwear complements someone’s personality”
-”Customers are willing to pay more for better quality, provided that the
quality is perceived.”
28. CONCLUSIONS
“Life is the art of drawing sufficient conclusions from
insufficient premises” - Samuel Butler
32. CONSUMER INSIGHT
“A brand is no longer what we tell the consumer it
is. It’s what the consumers tell each other it is”
Scott Cook
33. CONSUMER INSIGHT
“I am very expressive. Clothing makes me feel like myself, and
it makes me be comfortable in my own body. My underwear is
my most intimate clothing, it is the foundation of my everyday
wear. It shows and projects who I am and how I am feeling:
rebellious, creative, confident, sexy, independent.
34. THE CONSUMER JOURNEY
- Refreshing design
- Great quality
- Outstanding design
These
socks are
super
cool!
I need this
product!
I am going
to buy
them!
- People value my
opinion
- This recommendation
will be valued
- Easy to buy online
- Good shipping and
trustful terms of
conditions
- Customer-friendly
website
- This product will make the
difference
- This product is the finishing
touch to my personality
- The product will not
be noticed
- Underwear is not that
important
- Products are not in
physical shop
- Before buying I need to
feel the fabrics
- More expensive than
‘regular’ socks
- Too much effort to
recommend
- I don’t want to be the
person to share his
opinion
- People don’t care about
my opinion
- Other garments are
more worth the
money/effort
I will
definitely
recommend
this product
35. COMMUNICATIONS
BLUEPRINT
I will definitely
recommend this
product
I need this
product!
I am going to
buy them!
Easy to buy online
Good shipping and
trustful terms of
conditions
Customer-friendly
website
Too much effort
I don’t want to be the
person to share his
opinion
People don’t care about
my opinion
People value my
opinion
My recommendation
will be valued
This product will make
the difference
This product is the
finishing touch to my
personality
Products are not in
physical shop
Before buying I need to
feel the fabrics
More expensive than
‘regular’ socks
Differentiation
Other garments are
more worth the
money/effort
Desire
Endorse
Refreshing design
Great quality
Outstanding design
The product will not be
noticed
Underwear is not that
important
I rather spent my money
one more noticable things
Awareness
These socks
are super cool!
- SEO
- Advertising
- MK
Campaigns
- Promotions
- Social
media
contests
- Prizes
- Advertise with
stressing the
importance of
designed
underwear
- Interact SM
Desired
Response Drivers
Possible
actions
Roles for
commBarriers
39. THE “BIG IDEAL”
“Sockaholic makes you feel attractive”
“Sockaholic takes out the rebel inside you”
“There is a revolution and happiness in the smaller things”
“Sockaholic will help you make small, rebellious changes”
“Sockaholic helps you to rebel in small aspects”
