I am currently Chief Strategy Officer at DDB Group in Hong Kong. My job often requires me to facilitate strategic and creative thinking among larger groups, for which I have used and created multiple tools over the years. In an effort to more openly share knowledge and receive larger scale feedback, I have decided to condense some of my more frequently used methodologies into simple one-pagers.
Some StraTools are remixes of classic marketing models, others are original creations. Either way, I hope you find them interesting, inspiring, and somewhat useful. If you happen to actually use them, please do let me know your feedback. I’d be also curious to see if you find ways to build on and enhance any of the StraTools.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Strategy is one of the most abused and misused terms in marketing. When I was a younger, I struggled a lot with that. There are so much opinions out there and it seems like everyone tries contradicting each other on purpose. On the 2nd of October, I got the chance to speak to 50 students at Thomas More Hogeschool and to tell them what I think strategy is and why it is so goddamn necessary in communications, marketing and yes, let's just say the world.
Comments and feedback are definitely welcome.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Strategy is one of the most abused and misused terms in marketing. When I was a younger, I struggled a lot with that. There are so much opinions out there and it seems like everyone tries contradicting each other on purpose. On the 2nd of October, I got the chance to speak to 50 students at Thomas More Hogeschool and to tell them what I think strategy is and why it is so goddamn necessary in communications, marketing and yes, let's just say the world.
Comments and feedback are definitely welcome.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
Learn how to build and leverage your current customers database in this digital age of disruption, where barriers to play and compete in the marketplace are low.
Data-driven marketing refers to strategies built on insights pulled from the analysis of big data, collected through consumer interactions and engagements, to form predictions about future behaviors.
Learn the following:
* Digital Marketing
* Facebook Ads
* Audience Management
* Events trackings through Pixels
* Digital Advertising
* Google Ads
* Google Analytics
* Google Merchant Center
* Google Tag Manager
* Google Search Console
* eCommerce Marketing
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Knowcrunch graduates of the Professional Diploma in Digital & Social Media in Athens (September '21), worked for three months and presented a complete digital & social media marketing strategy for a brand.
Learn more about this awesome course: http://bit.ly/2SE4EFl
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
This presentation which I made during my stay at RED is a description of how an agency works and how it should. And then it gives a solution to the problems and tells how a Strategy dept in an agency should work
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
Big Data and Big Ideas: Quantitative Modeling in UX Research - T.S. BalajiUXPA International
This presentation will bring big data into the context of UX research by describing how big data can inform usability in three ways, focusing primarily on strategy and quantitative models. A case study involving field research will be explained and the audience will act as the UX team to help build the model at each stage to better understand the theory and final product that resulted. Quantitative models help make product research more interpretable by developing testable, causal relationships between product features and business outcomes (e.g., feel of product and product satisfaction), going beyond descriptive statistics for each feature and attribute. In this way, stakeholders know not just what features are performing or underperforming, but whether those are impacting the overall performance of the product on key outcomes.
Learn how to build and leverage your current customers database in this digital age of disruption, where barriers to play and compete in the marketplace are low.
Data-driven marketing refers to strategies built on insights pulled from the analysis of big data, collected through consumer interactions and engagements, to form predictions about future behaviors.
Learn the following:
* Digital Marketing
* Facebook Ads
* Audience Management
* Events trackings through Pixels
* Digital Advertising
* Google Ads
* Google Analytics
* Google Merchant Center
* Google Tag Manager
* Google Search Console
* eCommerce Marketing
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Knowcrunch graduates of the Professional Diploma in Digital & Social Media in Athens (September '21), worked for three months and presented a complete digital & social media marketing strategy for a brand.
Learn more about this awesome course: http://bit.ly/2SE4EFl
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
This presentation which I made during my stay at RED is a description of how an agency works and how it should. And then it gives a solution to the problems and tells how a Strategy dept in an agency should work
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
Big Data and Big Ideas: Quantitative Modeling in UX Research - T.S. BalajiUXPA International
This presentation will bring big data into the context of UX research by describing how big data can inform usability in three ways, focusing primarily on strategy and quantitative models. A case study involving field research will be explained and the audience will act as the UX team to help build the model at each stage to better understand the theory and final product that resulted. Quantitative models help make product research more interpretable by developing testable, causal relationships between product features and business outcomes (e.g., feel of product and product satisfaction), going beyond descriptive statistics for each feature and attribute. In this way, stakeholders know not just what features are performing or underperforming, but whether those are impacting the overall performance of the product on key outcomes.
In this portfolio you will find a broad range of design work I have completed over the last several years. The work shown includes personal sketches, design management diagrams, strategy work, graphic design, and architecture work.
UX STRAT 2018 | Flying Blind On a Rocket Cycle: Pioneering Experience Centere...Joe Lamantia
After Oracle acquired Endeca, we all had to figure out what to do next. This case study describes building a learning-driven strategy capability to guide an adventurous product development group focused on the new domains of big data analytics and machine intelligence. I’ll share the outcomes of our efforts to launch new products chartered directly around customer experience value; outline the methods, tools, and perspectives that powered product discovery and strategic planning; share a framework and patterns for identifying and understanding emerging domains; and review the application of this toolkit to new situations.
SUMMARY
“Our job, says Amazon CEO Bezos, is to invent new options that nobody’s ever thought of before and see if customers like them.”
The World’s Most Innovative Company - Fast Company March 2017
Deloitte and Touche found that customer-centric companies were 60% more profitable compared to companies that were not focused on the customer. Having a strong company wide customer focus is more important than being agile alone to create high-performance design. Learn how to keep the customers needs, emotions and behavioral actions at the center of every design to generate the most value. Harvesting insights from feedback and driving them back into the customer experience with speed at scale makes a company innovative and agile.
Understanding the mindset driving this way of working is the key to creating high-performance design. Embodying this mindset will give you the power to create a customer-centric culture where you are free to rapidly test and ship your most innovative ideas daily, ultimately delivering more value to your customers sooner.
AT THE END OF THIS WORKSHOP, YOU WILL BE ABLE TO
Describe a customer-centric design process.
Outline and identify your customer feedback learning loop at every step of the design and product development process to drive continuous innovation, optimization and value.
Explain and embody the mindset that drives the culture, team, process, tools and technology choices required to build this customer-centric future.
Designing without understanding the needs and usage of the space by the end-user is like driving a car with eyes closed. It can be seriously dangerous for the business. Hence, at JM: The Design Consultant we have developed and follow the process of Research Drive Design Solution, which we call RD2S_Algorithm.
To date, we have a 100% success ratio with our projects using the RD2S process.
I hope you will also get enough insights and a brief understanding of the same, by reading this small presentation. For any further details, kindly contactme@jenismakwana.com or just WhatsApp me on +919833664824. Thanks! Happy Designing.
Design: The Path for a Successful Product - Webinar MassChallenge - Premio CE...Claudio Cossio
Creating products and services is a task that requires a design process centered around the user. In this talk I discussed the common mistakes product managers, founders and entrepreneurs make. You will find a proposal to drop the Minimum Viable Product process and instead adopt an initial product offering around features that deliver value on a smaller scale, here is where the process of understanding a user is critical. We discuss how User Research plays a very important role in designing a product or service that is lovable by the customers, understanding their problems and needs.
The Softer Skills Analysts need to make an impactPaul Laughlin
25 min presentation given at London Business School, to the OR Society's Analytics Network. Summarising Laughlin Consultancy's 9 step model of Softer Skills for Analysts.
Collaboratively Building the Customer Experience Web: The Example of WikipediaRod King, Ph.D.
Since the invention of the Internet, search engines have evolved to be not more than global web address books. In essence, Google Search is a high quality, fast, and digital "Yellow Pages" directory of web addresses. Search engines including those of Google, Yahoo, and Microsoft hardly help people to make better and faster decisions especially when buying items or faced with alternatives. The Customer Experience Web (CEW) could change all that.
The CEW is conceived to be an online repository of customer experiences on everything: products, services, businesses, places, people, and tools. The ultimate goal is that every object in the world will have customer experience maps in the CEW. These customer experience maps will be co-created by people in all parts of the world and in their own time and for their own items of passion.
This presentation shows a sample of co-created customer experience maps for the item of "Wikipedia." The presented maps summarize the results of a recent Wisdomsourcing Survey in a community of over 200 professionals from 33 countries all over the world. In other words, the customer experience maps were co-created or 'crowdsourced' by the Wisdomsourcing community. This Wisdomsourcing Project marks the start of the Customer Experience Web.
Welcome to the age of the "decision-making engine."
Strategic Design Management (Evolution of Design in Skoda Auto)Kapil Rajput
Designing has huge importance in today’s scenario. Branding is important tool which decide success of any enterprise, if it is not done with proper care and planning. In a highly customized marketplace, differentiation - how one product stands out from a similar product or service allows customers to make a distinction between competing services. Different organizations will often choose to focus their offers on distinctive qualities of brand attributes
VicHealth Physical Activity Innovation Challenge Concept Development Workshop...Doing Something Good
Our slides from the Concept Development Workshop with VicHealth Wed 10 September 2014. Participants, 12 teams, were finalists in the Physical Activity Innovation Challenge. They included representatives from sporting clubs and associations, health and fitness professionals, policy makers, entrepreneurs and change makers. The Concept Development Workshop was the third of a three-part workshop series to build capability in the sector to generate and implement innovative ideas to get Victorians active, and to help applicants for the VicHealth Innovation Challenge to develop their ideas to get the inactive active and reach the hard to reach. Participants were led through the development of a Business Model Canvas for their concept. Learn more about the VicHealth Innovation Challenge here: http://challenge.vichealth.vic.gov.au/
Businesses typically view UX design as a tactical activity. More and more, however, companies are turning to UX as a source of strategic growth. As they do so, creating a design strategy and aligning it with business goals becomes essential. For many UX designers this represents a new challenge requiring an expanded skill set.
This workshop provides a solid background for understanding, building and communicating an effective UX Strategy. Through many examples, hands-on activities, and references to relevant literature, you’ll learn about this emerging field that is critical to the future of UX.
In particular, we’ll be working with a tool I created based on combination of research and practical experience called the UX Strategy Blueprint.
This course is suited for information architects, interaction designers, visual designers, content strategists, and UX designers seeking to better understand strategy, as well as product managers and developers interested in UX strategy. It is geared towards practicioners with an intermediate to advance level of understanding of UX design, in general.
Similar to StraTools - easy-to-digest and simple-to-apply strategy & planning tools (20)
What is it about?
If you were to trust the LinkedIn feed of an ad exec, you'd probably think life in the industry is all rainbows and unicorns. However, reality couldn't be further from that. This short yet intense talk provides a candid look behind the curtains of what it means to lead an agency - with its failures, lessons learned, and failures again.
What are the key takeaways?
It offers encouragement for people in similar leadership positions, assuring them that they are not alone in their struggles. It also serves as an honest discourse for aspiring young leaders.
MISSION IMPOSSIBLE? WHAT AGENCY HEADS WANT FROM PLANNERSAndreas Krasser
Creatives want planners to give them inspiring insights, single-minded propositions, and clear problem statements. Clients want frameworks, effectiveness, a bit of retro-engineering every now and then, and lately also crisis management advice. Planning heads want gut, empathy, curiosity, and interesting methods to unearth human truths. Suits usually want pretty PowerPoint decks. But what about agency heads? Do they even care?
This talk aims at giving a (slightly biased) perspective on agency leaders’ expectations for strategists. It will answer questions such as ‘what’s the value of strategy from an agency leadership perspective’ or ‘how do planners fit into the company’s overall growth agenda’. The topics covered also provide a blueprint for convincing agency leaders of strategy’s worth in case they’re too short-sighted to see it.
Many marketers and agency folk alike have difficulties to distinguish between strategy and tactics - this is particularly the case when it comes to the digital space. Guided by short-term data and metrics, we often jump to so-called efficient solutions, before even having a clear picture on what our positioning is or who we should be targeting. This presentation provides an overall framework and various thinking tools for how to best integrate age-old strategy basics with the creation of (digital) tactics.
Influencer Marketing: Shortcut to Fame or Failure?Andreas Krasser
In an attempt to combat ad blocking, be more authentic, drive engagement and reach younger targets, many brands around the globe have turned to influencer marketing.
While this particular form of marketing has shown tremendous growth over the past few years, it has recently also come under scrutiny - adverse publicity surrounding some high-profile figures, the practice of buying followers, and the lack of audience sustainability are just a few reasons that have led more and more marketers to question the ROI of influencer marketing.
This presentation aims at showcasing the good, the bad, and the ugly of influencer marketing, finally providing a set of tangible recommendations for businesses to apply to their marketing strategies.
According to WARC’s 2017 The Future of Strategy Report, resolving the relationship between planners and creatives remains a major challenge in building strong and successful strategy teams.
This presentation first takes a look at the current "relationship status" of planners and creatives in Asia and then offers useful tips for how to "save their relationship".
Content marketing has been all of the rage the last few years – not just with big and well-established brands, but also with startups. And no wonder, according to the Content Marketing Institute, this form of marketing generates more leads than paid search while, on average, costing 30 to 40% less.
However, content marketing for startups is easier said than done.
This presentation was developed for entrepreneurs at the Hong Kong Science Park. It gives a brief overview of the different content marketing types startups can apply, provides a few success examples, and finally offers a set of practical tips to get started with a content marketing strategy.
PERFECT IS THE ENEMY OF GOOD - How Imperfection Can Drive InnovationAndreas Krasser
Many big agencies, and businesses in general, tend to fall into the perfectionist trap. They spend too much time refining, second-guessing and researching their ideas, and by not moving fast enough today, they risk to be irrelevant already by tomorrow.
This presentation talks about DDB Group Hong Kong’s own little start-up venture, and how it helped the agency to un-learn its love for the absolute perfect, and instead embrace the good – the minimum viable good.
Further, this presentation also contains practical tips and frameworks for agencies as well as corporations that are looking to foster a culture of innovation from the inside out.
10 PowerPoint Hacks to Make Your Decks a Little Less Sucky Andreas Krasser
There is no such thing as a one-size-fits-all presentation template. There are however, a few universal principles and tricks that can help you avoid death by PowerPoint.
You must unlearn what you have learned: ditching old habits for the sake of a...Andreas Krasser
The advertising industry always talks about the importance of acting like a start-up. So, in October of last year, our agency decided to put its money where its mouth is, and launched its own start-up, Crafted By My Heart, an iOS app that allows people to create customized jewelry based on their heartbeat.
This presentation, originally prepared for Advertising Week Asia 2017, focuses on the old habits our agency had to let go of in the process, while also providing practical tips and frameworks for agencies and corporations alike that are looking to foster a culture of innovation from the inside out.
This White Paper explores the role of planning in
today’s ever-changing world of advertising & marketing.
First, a job profile for the post-digital planner is defined on
the basis of 3 core duties. Then, two campaign cases are
discussed, explaining how post-digital planning added value
to the creative process.
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.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
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.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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/
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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.
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
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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.
2. Andreas Krasser (@Schamoni) | StraTools: easy-to-digest and simple-to-apply strategy & planning tools
Easy-to-digest, and simple-to-
apply strategy & planning tools ABOUT StraTools
I am currently Chief Strategy Officer at DDB Group in Hong Kong. In 2013, I was
named Campaign Asia-Pacific’s Planner of the Year for North Asia, and in 2017,
I received the Strategic/Brand Planner of the Year title for Greater China. The same
year, I was also listed amongst Creativepool’s Global Top 100 Influencers.
My job often requires me to facilitate strategic and creative thinking among larger
groups, for which I have used and created multiple tools over the years. In an effort
to more openly share knowledge and receive larger scale feedback, I have decided
to condense some of my more frequently used methodologies into simple one-pagers.
Some StraTools are remixes of classic marketing models, others are original creations.
Either way, I hope you find them interesting, inspiring, and somewhat useful. If you
happen to actually use them, please do let me know your feedback. I’d be also
curious to see if you find ways to build on and enhance any of the StraTools.
Please note that most StraTools are not intended to be used as templates, they are just aides to help
guide your thinking when faced with certain marketing strategy related tasks.
ANDREAS KRASSER
Chief Strategy Officer
DDB Group Hong Kong
3. Andreas Krasser (@Schamoni) | StraTools: easy-to-digest and simple-to-apply strategy & planning tools
Easy-to-digest, and simple-to-
apply strategy & planning tools StraTools OVERVIEW
#01.
#02.
#03.
#04.
#05.
WHITESPACE PROPOSITION
Defining a consumer-relevant and differentiated
product or campaign proposition
CONTENT TIERING
Connecting the dots between content strategy and
lead generation
GSD INSIGHTS
Crafting insights that get shit done
INTEGRATED INSIGHTS MINING
Fusing social listening with traditional research
methodologies
MASH-UP CARDS
Finding inspiration via the power of play
#06.
#07.
#08.
#09.
#10.
ELEVATOR PITCH TEMPLATE
Pitching ideas in a matter of seconds
SPEED INNOVATING
Brainstorming innovative yet actionable ideas in
less than three hours
COMMS MAP
Mapping big ideas against different stages of the
customer journey
CONCEPT BLUEPRINT
Writing concise concept statements for testing
purposes
PERSONA CANVAS
Bringing your target audience to life on one page
4. Easy-to-digest, and simple-to-
apply strategy & planning tools #01. WHITESPACE PROPOSITON
Andreas Krasser (@Schamoni) | StraTool #01. Whitespace Proposition: defining a consumer-relevant and differentiated product or campaign proposition
!
Consumer Tension
What’s a current consumer
tension/need within your
category?
Category Shortcoming
How is the category
responding to this need,
and more importantly, what
are its shortcomings in
addressing it?
Brand Truth
How can your brand or
product step in and fill/
overcome the category’s
shortcoming(s)?
Whitespace Proposition
How do you express your
unique response/offer in a
single -minded manner?
01
02 03
04
5. #02. CONTENT TIERING
Andreas Krasser (@Schamoni) | StraTool #02. Content Tiering: connecting the dots between content strategy and lead generation
Easy-to-digest, and simple-to-
apply strategy & planning tools
Stressed Starfleet Captains
“Shut up and take my Latinum!”
HOOK
INFORM
TRIGGER
Target Audience Pool
Lead Generation
INFORM
TRIGGER
HOOK
In this tier, provide content that aims at
generating your audience’s interest in
regards to a specific topic.
Building on the interest generated in
Tier 1, delve deeper into the topic and
highlight different angles/concerns.
In tier 3, put a product-related spin on
the topic, indicating how your
company/product can help.
01
02
03
10 Ways to avoid burnout from
boldly going where no one has
gone before.
The mental health benefits
of leisurely space travel.
The best relaxation packages on
the pleasure planet Risa,
tailored to the needs of busy
starship captains.
6. #03. GSD (Get Shit Done) INSIGHTS
Andreas Krasser (@Schamoni) | StraTool #03. GSD Insights: crafting insights that get shit done
Easy-to-digest, and simple-to-
apply strategy & planning tools
OBSERVATION EXPLANATION GSD INSIGHT
What is a reality you see in regards to
your audience and their connection to
the category or product?
Why is this happening? What’s a
possible explanation for the observed
connection?
If that’s true, then why is your audience
not buying/considering/re-purchasing/
advocating your product/brand?
Many Klingons
like fruit juice.
Many Klingons
like fruit juice,
because of its
sugar content and
the associated
rush of pleasure.
Many Klingons feel
embarrassed to
admit they enjoy
drinking beverages
that don’t seem very
“warrior-like”.
WHAT? WHY? WHY NOT?
?
7. #04. INTEGRATED INSIGHTS MINING
Andreas Krasser (@Schamoni) | StraTool #04. Integrated Insights Mining: fusing social listening with traditional research methodologies
Easy-to-digest, and simple-to-
apply strategy & planning tools
STEP 01. STEP 02. STEP 03. STEP 04.
LANDSCAPE AUDIT SOCIAL AUDIT QUALITATIVE AUDIT QUANTITATIVE AUDIT
Understand previous
research outcomes
and related secondary
sources to develop
hypotheses or research
questions.
Gain insights into what
people talk about in the
social media space in
regards to a specific
category and also how
they talk about it.
Obtain an in-depth
understanding of core
audiences in regards to
themes and sentiments
identified by social
consumer audit.
Test quantifiability of
insights generated
through blending social
and qualitative
consumer research.
8. #05. MASH-UP CARDS
Andreas Krasser (@Schamoni) | StraTool #05. Mash-up Cards: finding inspiration via the power of play
Easy-to-digest, and simple-to-
apply strategy & planning tools
+ ++ =
Consumer
Insight
Existing
Asset
New
Technology
Random/
Miscellaneous
+ ++ =
The Idea
An insight about
your audience
and its relation
with the category.
Anything you
already own -
website, stores,
social channels,
etc.
All that shiny,
usually overhyped
glitter - AI, AR,
VR, 3D printing,
etc.
Literally anything.
Memes, movies,
pop culture
stuff…maybe a
Star Trek
character?
Starfleet security
personnel often
get killed on
away missions,
because of their
red uniform.
Dynamic textile
displays (colour-
changing
threads)
Starfleet
Uniform Shirt
Kanye
West
(not a Star Trek
character, I know)
Uniforms that,
when in potential
danger, change
from red to
Kanye West
designed
patterns.
9. #06. ELEVATOR PITCH TEMPLATE
Andreas Krasser (@Schamoni) | StraTool #06. Elevator Pitch Template: pitching ideas in a matter of seconds
Easy-to-digest, and simple-to-
apply strategy & planning tools
03
04
05
01
02
THE HEADLINE
A catchy statement that explains the very core of
the idea.
MECHANICS
A brief overview of how the idea is executed, and
what elements are needed to bring it to life.
COMPLEXITY
An overall assessment of the idea’s complexity
against the parameters of Low/Medium/High.
CHALLENGES
An objective point of view on potential challenges
and hurdles that could appear along the way.
EXPECTED OUTCOME
A top line forecast of expected results - brand
metrics, business metrics, etc.
THE HEADLINE
Redshirt 2.0 - a colour-shifting Starfleet uniform to
protect security personnel on away missions.
MECHANICS
Produce uniforms using dynamic textile displays, also
known as colour-changing threads.
COMPLEXITY
In the 21st century, rather high due to technological
limitations. In the 23rd century, probably very low.
CHALLENGES
Starfleet-internal processes, politics, and existing
supplier agreements.
EXPECTED OUTCOME
Higher survival rate of ‘Redshirts’ during away
missions. More job applications to Starfleet Security.
10. CHALLENGES EXPECTED OUTCOME
THE HEADLINE
#07. SPEED INNOVATING
Andreas Krasser (@Schamoni) | StraTool #07. Speed Innovating: brainstorming innovative yet actionable ideas in less than three hours
Easy-to-digest, and simple-to-
apply strategy & planning tools
EXPLORE ELIMINATE ELEVATE
20 Minutes90 Minutes 60 Minutes
No-filter speed ideation,
prioritising quantity over quality
Discussion and collaborative
elimination of extremely unfeasible ideas
Fine-tuning of shortlisted ideas
and definition of action steps
UTILISE MASH-UP IDEATION
TECHNIQUE (see StraTool #05.)
MAP IDEAS AGAINST
EXPECTED DIFFICULTY & IMPACT
USE ELEVATOR PITCH
TEMPLATE (see StraTool #06.)
Consumer
Insight
Existing
Asset
New
Technology+ + =
Difficulty
Impact
MECHANICS COMPLEXITYRandom/
Misc+
11. #08. COMMS MAP
Andreas Krasser (@Schamoni) | StraTool #08. Comms Map: mapping big ideas against different stages of the customer journey
Easy-to-digest, and simple-to-
apply strategy & planning tools
THE ORIGINAL THOUGHT/BIG IDEA - UN-STRESS ON RISA: RESISTANCE IS FUTILE
BARRIER ROLE OF COMMS DESIRED RESPONSE CHANNEL FOCUS KPIs
What is the biggest hurdle
our comms needs to
overcome at this
particular stage of the
customer journey?
Our audience, stressed
Starfleet personnel, might
not know that the pleasure
planet Risa specialises in
absolute relaxation.
Our audience might think
Risa’s relaxation packages
are not specifically tailored
to their needs.
Our audience might not
want to appear boasting
about their shore leave.
What does our comms
have to do in order to
break through
the barrier?
Establish Risa as the perfect
destination to avoid burnout
from boldly going where no
one has gone before.
Inform about the vast
variety and customisation
options of Risa’s
relaxation services.
Give our audience a
‘socially acceptable’
reason to share their
experience on Risa.
What’s the desired outcome -
the behaviour or
perception change?
“Wow, this seems like
something for me. How come I
didn’t know about this?”
“They really go the extra mile for
their customers. Let me get in
touch with them.”
“It would be really mean not to tell
my colleagues about this
experience. They could really
benefit from doing the same.”
What kind of channels/platforms
will be best suited to get
the job done?
The 24th century equivalent of
TV, OOH, and Online Video, etc.
The 24th century equivalent of
Website, Events, etc.
The 24th century equivalent of
Facebook, Instagram, Snapchat,
LinkedIn, etc.
How will we measure success
at this stage of the
customer journey?
Unaided awareness, views
Website traffic, increase of
enquiries, engagement
Shares, number of social
mentions & positive social
sentiment
AWARENESSCONSIDERATIONADVOCACY
12. #09. CONCEPT BLUEPRINT
Andreas Krasser (@Schamoni) | StraTool #09. Concept Blueprint: writing concise concept statements for testing purposes
Easy-to-digest, and simple-to-
apply strategy & planning tools
CONCEPT NAME
Consumer Truth
Value Proposition
Reason(s) to Believe
Wrap-up Line
A short name, explaining the
overarching angle of the concept.
An assumed consumer truth; one to
two sentences, often addressing the
audience directly.
A brief explanation of how your brand
or product can respond to the
consumer truth.
A breakdown of all the attributes that
proof your value proposition is not just
an empty promise.
A punchy line, expressing the essence
of the concept in just a few words.
A WARRIOR’S DRINK
Don’t you find it annoying to always have to
drink Klingon Bloodwine during victory
celebrations? And how about that hangover
the next day?
We believe there is a way to drink like a
warrior without having to battle that horrible
Bloodwine headache. Introducing Kahless
Prune Juice.
Made only from carefully selected, sweet
prunes, our juice contains eight different
vitamins and minerals that will help you to
start each day battle-ready.
A warrior’s drink,
without the hangover
13. #10. PERSONA CANVAS
Andreas Krasser (@Schamoni) | StraTool #10. Persona Canvas: bringing your target audience to life on one page
Easy-to-digest, and simple-to-
apply strategy & planning tools
Aspirations
Worries
Category Habits
& Behaviours
Influencers
Preferred BrandsDemographics
Name
Age
Occupation
Marital Status
Income
Education
What is it that drives your audience?
What does she/he want from life?
What gets her/him out of bed every day?
What worries your audience?
What keeps her/him awake at night?
What are her/his biggest fears in life?
What’s your audience’s
connection to the category?
What does she/he look for?
What annoys her/him about the
category?
Who are the people
your audience looks
up to?
Who are the people
she/he listens to?
Insert logos of your
audience’s most
favourite brands.
14. GLOSSARY (for all the Non-Trekkies)
Andreas Krasser (@Schamoni) | StraTools. Glossary: explaining all those nerdy Star Trek references
Easy-to-digest, and simple-to-
apply strategy & planning tools
Source: http://memory-alpha.wikia.com
Bloodwine
Bloodwine is a popular alcoholic beverage among Klingons, best served
warm. As with many Klingon foods and beverages, it is not for the faint of
heart. Bloodwine is known to be highly intoxicating; it is twice as potent as
whiskey.
Kahless
Kahless is a legendary myths-historical Klingon figure. He was the first
Warrior King and Emperor of the Klingon Empire, known as the ‘greatest
warrior of them all’.
Klingons
The Klingons are a humanoid warrior species that originated from the planet
Qo’noS. They are a proud, tradition-bound people who value honour and
combat.
Latinum
Latinum is a rare silver-coloured liquid metal that is used as currency by the
Ferengi Alliance and many other worlds. Latinum is usually suspended
within gold as binding medium to produce gold-pressed latinum.
Redshirt
Redshirt is a term used by fans of Star Trek to refer partially to the
characterisers who wear red Starfleet uniforms, and mainly refer to
those characters who are expandable, and quite often killed.
Risa
Risa is an inhabited Federation planet, designated as a ‘pleasure planet’.
Starfleet
Starfleet is the deep space exploratory and defense service maintained
by the United Federation of Planets. Its principle functions include the
advancement of knowledge, science and technology, and the facilitation
of diplomacy.
Trekkie
A fan of the US science fiction television program Star Trek