Creating platforms and delivering a marketing message // Creando plataformas y entregando un mensaje...
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CREATING PLATFORMS AND DELIVERING A MARKETING MESSAGE THAT SPEAKS TO YOUR CONSUMER’S NEEDS André Cavero Rodríguez Telefónica Móviles S.A. (Perú) @elnomaiden
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This year's Mobile Money Americas came with great ideas and people from all around the region, my goal here was to let them see that no matter how much money the spend in the development of their platforms, they have to include marketing from day one. // Este año el Mobile Money Americas nos trajo grandes ideas y gente de toda la región, mi meta aquí fue lograr que vean que no importa cuanto dinero usen o pongan en sus plataformas, tienen que incluir el marketing desde el día uno.
Transcript of Creating platforms and delivering a marketing message // Creando plataformas y entregando un mensaje...
CREATING PLATFORMS AND
DELIVERING A MARKETING
MESSAGE THAT SPEAKS TO
YOUR CONSUMER’S NEEDS
André Cavero Rodríguez Telefónica Móviles S.A. (Perú) @elnomaiden
Before I begin…
Over the years we’ve seen lots of platforms go live, from Facebooks to
Twitters and Dwollas to Squares
No matter what you do or what your platform
does:
YOU NEED TO SPEAK TO YOUR CONSUMERS IN
THEIR LANGUAGE
Lots of companies invest millions of dollars trying to develop a great
product
But then they don’t put that
much effort in the communication part of the plan
And by communication I don’t mean the last part of the
process (advertisment)
COMMUNICATIONS & MARKETING have to be integrated
with your process and development
from day 1
1
How do you know if your product or service is going
to be understood? You can’t go on a
hunch.
Here’s a quick list of some terms that should be involved in all your process from the beginning
Product Design Content plan
Advanced Promotion
Great Advertising Disrupt Innovation
Right Place Perfect Channels
As partners in a firm that specializes in product launches,
we regularly get calls from entrepreneurs and brand
managers seeking help with their “revolutionary” products. After
listening politely, we ask about the research supporting their claims.
The classic response? “We haven’t done the research yet, but we
know anecdotally that it works and is totally safe.”
Joan Schneider President of Schneider Associates
Prod
uct D
esig
n
The best thing is that nowadays
you don’t have to spend crazy
money to deliver your message
You just got to find the right
MARKETING people. Then
create a message, make it viral and
very easy to understand
Tom Dickson
BlendTec went live with those videos in late 2006 and is
considered as one of the best
MKTG campaigns
Why?
Because they delivered the message very
clearly.
That their blender can
blend anything
AN
YTH
ING
!!
Now imagine “the message” that will make your costumer fall in love with your product or
service
3 Quick Tips
Don’t assume your customers think
Never assume they think like you do
Make the message entertaining and
captivating
Always deliver a clear message
that gives people confidence, security and
proper understanding
The Angry Customer
@elnomaiden
