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Unlocking the secrets to demand creation


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A good introduction to demand creation--this presentation was prepared and presented for the 2010 Bridge Conference held in Washington, DC on July 27, 2010.

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Unlocking the secrets to demand creation

  1. 1. Creating the want<br />--------------------------------------------VP, Association/nonprofit practice<br />Suzanne carawan<br />Unlocking the Secrets to Demand Creation<br />
  2. 2. Common Starting Points<br />What is it that I want people to do?<br />What’s the marketing plan?<br />What are we offering?<br />How do we communicate?<br />When do we need to get X out by?<br />How much $$$ do we need? How much $$$ do we have? <br />
  3. 3. Demand Creation Starting Points<br />What is it that I want people to do?<br />Who are the people that we are targeting?<br />Do I know everything I can know about them?<br />What is the pain that I am solving?<br />What is the added benefit to their life that I am bringing?<br />With which emotion do I need to connect in order to elicit the response that I seek?<br />
  4. 4. Basics of Demand Creation<br />Create a promise that only you can fulfill<br />Connect with deeper level (subconscious or conscious) need or feeling<br />Energize the feeling<br />Reward the right choice, ignore the incorrect choice<br />Manage supply/demand of the remedy<br />
  5. 5. Creating the Promise<br />Define the Promise that You can Fulfill:<br />Make you rich, beautiful, thin, smart, loved<br />Make you a top professional<br />Make you a good person<br />Make you an expert<br />Make you a leader<br />Make you part of a legend, team, culture, legacy<br /> Make you desired<br />
  6. 6. Connect with Deeper Feelings<br />Insecurities<br />Ego<br />Growth/Boredom<br />Change/Contribution<br />Idealism<br />
  7. 7. Energize the Feeling: Creating the Want<br />Amplify and empower the feeling—let it grow<br />Powerful images<br />Stories<br />Music<br />Lighting<br />Time/Sequence<br />How Much/How Little<br />
  8. 8. How Demand Marketers Put Want into Action<br />1) Define & Message the Audience(s):<br />Take the time to really segment<br />Take the time to message each segment<br />Take the time to create a marketing strategy for each segment<br />Take the time to take baseline and periodic measurements<br />Fight the pressure to use mass marketing now it is about influence marketing<br />
  9. 9. Manage Supply/Demand of the Remedy <br />Availability<br />Only sell in 30 day periods<br />Can only have one at a time<br />Only see a certain amount of time each visit<br />Example: NBC’s Must See TV Thursdays<br />Premiums<br />Periodicity<br />Only offered at certain time periods<br />Example: Disney Movie Releases on DVD<br />Annual Awards<br />
  10. 10. User Environment<br />Content & Content Structure<br />Language: Tone, Formality, <br />Visual: Color, Texture, Spatial Arrangement, Imagery, Use of Light, Typography<br />Smell<br />Touch<br />User Interaction Model<br />User flow<br />User activity options<br />Relationships<br />New vs. familiar vs. shocking<br />What Makes for an Engaging Experience? <br />
  11. 11. Techniques for Making X Engaging<br />Creating Warmth<br />Creating Awareness<br />Inciting New Inquiry<br />Inciting Action<br />Driving New Revenue<br />Creating Want<br />
  12. 12. Reward the Right Choice<br />Offer praise, recognition<br />Publicly promote the person who’s made the choice; endorsements<br />Celebrate!<br />
  13. 13. How Demand Marketers Do It<br />
  14. 14. Go-to-Market Strategy<br />1) The overarching strategy that defines:<br />Who you are targeting<br />Estimated opportunity<br />How you will reach them<br />What it is that you are offering<br />How it is that you will hook them<br />When you will see the ROI<br />
  15. 15. How Demand Marketers Put Want into Action<br />2) Select the right integrated marketing mix that continues to build the demand through as many senses as possible:<br />Direct & email<br />In-person and virtual events<br />Twitter, Facebook and LinkedIn<br />Widgets and Websites<br />Content: articles, papers, etc<br />Videos & Photos<br />Testimonials <br />
  16. 16. How Demand Marketers Put Want into Action<br />3) Decide the Timing:<br />-How fast, how slow<br />-How much to reveal<br />-When to reward<br /> -When to touch again<br />
  17. 17. How Demand Marketers Put Want into Action<br />4) Create the environment for communication and the actual communication content:<br />-message<br />-tone-lighting<br />-music<br />-packaging<br />-velocity<br />
  18. 18. How Demand Marketers Put Want into Action<br />5) Decide the Reward<br />-Gift?<br />-Recognition?<br />-Event? <br />-Volunteer?<br />-Award? <br />-Insight? <br />
  19. 19. Examples of Demand Creation<br />
  20. 20. Creating Warmth<br />Tip!Periodicity works very well by creating dependence<br />
  21. 21. Creating Warmth<br />Tip!<br />Everyone needs a break from reality. Create demand through whimsy, humor, relief from the grind.<br />Tip!Highlighted content that is vetted is more desirable!<br />
  22. 22. Creating Awareness<br />Tip! Create demand through offering information in chunks: parts, series, chapters, installments.<br />Think mini-series!<br />
  23. 23. Creating Awareness: Program Matching <br />Tip!<br />You can rarely go wrong with images of children or animals<br />
  24. 24. Creating Awareness<br />Tip!Adding the label “Essentials” is a great way to get attention! Same is true for “Most Popular”, “Must Haves”, & “Most Recommended”<br />
  25. 25. Inciting New Inquiry<br />
  26. 26. Inciting New Inquiry<br />
  27. 27. Inciting Inquiry<br />
  28. 28. Incite Action<br />
  29. 29. Inciting Action<br />
  30. 30. Creating Want<br />
  31. 31. Creating Want<br />
  32. 32. Creating Interactivity<br />
  33. 33. Interactive Widget: Tell the Story<br />
  34. 34. Interaction: The Cove<br />
  35. 35. Interaction: The Cove<br />
  36. 36. Interaction: The Cove<br />
  37. 37. Interaction: The Cove<br />
  38. 38. Interactive Widget: Video & Donate<br />
  39. 39. Creating Engaging Communities<br />
  40. 40. Right Ingredients, Right Recipe<br />Talk to the right people in the right way using the right tools<br />Leads to real conversation and energy exchange<br />Energy exchange leaves an impression<br />Impressions create memories<br />Memories ask to be revisited<br />User returns to test memory<br />Same experience? User will return & likely to tell others <br />
  41. 41. Engaging Communities<br />
  42. 42. Engaging Communities<br />
  43. 43. Engaging Communities<br />
  44. 44. Engaging Communities<br />
  45. 45. Interactive Workshop:Collaborative Demand Creation<br />
  46. 46. Go-to-Market Strategy<br />
  47. 47. How Demand Marketers Put Want into Action<br />
  48. 48. How Demand Marketers Put Want into Action<br />
  49. 49. How Demand Marketers Put Want into Action<br />
  50. 50. How Demand Marketers Put Want into Action<br />
  51. 51. Demand Creation Summary<br />Define the purpose and emotional connection<br />Outline your go-to-market (GTM) plan<br />Execute your GTM plan<br />
  52. 52. Contact Information<br />Suzanne Carawan<br /><br /> 703.431.2208<br /> Twitter: suzannecarawan<br /> LinkedIn: /suzannecarawan<br />Facebook: /suzannecarawan<br />