how a brand can be a city's next big secret...
27
by George P. Achillias strategist Running in a city discovering secrets
-
Upload
george-achillias -
Category
Travel
-
view
313 -
download
0
description
it is all about how you can run in city, or something smaller or bigger in order to discover a brand, a product, an idea or just to find out something first and win a trophy... and get closer to what the brand is
Transcript of how a brand can be a city's next big secret...
by George P. Achilliasstrategist
Running in a citydiscovering secrets
... facts
• a brand wants to become known
• people love to hear a secret
• people love to feel exclusive
... more facts
• mobile starts conquering the world
• web starts to look kind commodity
• people have and use smart phones
... even more facts
• people love to discover
• they adore being among the first to find out something
• people love to share but also love to talk
... last but not least facts
• smart phones start to rapidly replace dump phones
• everything has to do with Social, Mobile, Location
• things start to change on the fly
A brand or a city can be at the amazing point for starting something spectacular where people receive secrets, create their own, share experiences and feel privileged to “participate” in something which includes brands places and products, in order to get something even more fancy, worth having
people
places
products
brands
... goals
• to increase email receivers data base
• create an ecosystem where receivers will have an active role
• broaden and expand revenues stream
... the concept
each place has hidden corners
each corner has a product
each product has a story to share
each story has chapters
each chapter has characters
... the concept
email receivers = consumers become the characters of chapters of a story full of products “walking” from corner to corner in order to discover the place
... the conceptwhere “place” can be a city, an airport, a theme park, a mall, a discount village, a museum, a resort, a destination ... or simply an event
with very many people having access to something which can spice up their participation in that event
... till now
subscriber learn a secret...
they love receiving the good carma, interesting exclusive secret in their mailbox
but, how many out of them feel the urge
to follow the secret?
... from now onpeople can choose just to be member of a secret receivers’ family or
be an active participant, a runner
in a huge hidden treasure race
... how
a secret arrives visit the place
you check in ( scan a QR code)a secret is revealed
a product purchase reveals the next secret
step closer to the trophy
the more products you buy, the more places you visit
the closer to the trophy you are
a free meal in an airport
... the trophy may be
more rounds in a theme park
something cool which can occur during an event
a class upgrade for a flight
a beauty or spa treatment during lay over hours
... the trophy may bea hidden discount in a mall
an exclusive exhibition in a museum
or simply an upgrade, a service, at the end of the day, something people who are not members can’t have
... the trophy can be
something awesome, something worth having it, worth experiencing...
which you win only if you find out,
discover, or follow every step
of the given path
... what we achieve
• people become active and interactive
• they want to participate in something which is not static
• we take advantage of places where a big amount of people gathers ( i.e. events, theme parks, airports etc)
... more achievements
• product placement in secret paths
• sponsored paths
• branded paths
• more revenues
... whom is needed
• a visionary, opportunist sales person
• a complimentary copywriter
• a demanding project manager
• a software developer
... what is needed
• an app for iOS and android
• a places network to set up
• detailed market mapping
... the app
• will take advantage of foursquare API
• QR technology
• email or Facebook sign up
• easy to use, easier to interact with it
... the prospects
• become the connector between product campaigns and street marketing
• non stop brand’s development
• to most successfully combine the Social, Mobile, Location advantage
... business wise
• phase one : an easy crowded place, an event plus a fancy city
• phase two : more cities, WALMART, IKEA etc
• phase three : the world
may all odds be ever over you
George P. Achillias
all photos are from flickr and tumblrthank you
for more get in contact with
George P. Achillias+30 6943 21 [email protected]/gachilliasfacebook.com/[email protected]
