JCI presentation jmk 140912
-
Upload
jmargus-klaar -
Category
Business
-
view
559 -
download
0
description
Transcript of JCI presentation jmk 140912
WE MAKE THEM TALK ABOUT YOU
Rocket science is easy
Sour
ce: G
ary
Lars
on
thebrandmanual.com
Source: TED, Derek Sivers
WE MAKE THEM TALK ABOUT YOU
A few simple rules...
thebrandmanual.com
1. Know your target group
thebrandmanual.com
thebrandmanual.com
Best / worst actress 2009
thebrandmanual.com
2. Get the language right
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
3. This is not a test market
thebrandmanual.com
thebrandmanual.com
Source: Clayton Christensenhttp://www.youtube.com/watch?v=s9nbTB33hbg
thebrandmanual.com
4. Know the competition
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
5. Package it right
thebrandmanual.com
The right appearance raises a product’s value.
thebrandmanual.com
The wrong appearance lowers a product’s value.
thebrandmanual.com
thebrandmanual.com
crowdteam
thebrandmanual.com
6. Understand cultural context
thebrandmanual.com
thebrandmanual.com
House?
thebrandmanual.com
thebrandmanual.com
7. Visualize and explain
thebrandmanual.com
If possible, people will misunderstand what you said.
thebrandmanual.com
thebrandmanual.com
Misunderstanding?In the average company...
thebrandmanual.com
only 37% understand what the company is trying to achieve
Source: Stephen Covey, The 8th Habit
thebrandmanual.com
only 20% are enthusiastic about it
Source: Stephen Covey, The 8th Habit
thebrandmanual.com
only 20 percent felt they made a difference
Source: Stephen Covey, The 8th Habit
thebrandmanual.com
only 15% felt empowered
Source: Stephen Covey, The 8th Habit
thebrandmanual.com
only 1 in 5 fully trusted who they work for
Source: Stephen Covey, The 8th Habit
thebrandmanual.com
If this company was a football team...
thebrandmanual.com
Only 4 of 11 players would know which goal is theirs
Only 2 of 11 would even care
Only 2 of 11 would know what position they play and exactly what they have to do
All but 2 players would be competing against their own team
Only 2 would listen to the manager
Source: Stephen Covey, The 8th Habit
thebrandmanual.com
executionplan execution
WE MAKE THEM TALK ABOUT YOU
Your need to sell,won’t make anyone buy!
thebrandmanual.com
The purchasing decision depends on the customer’s needs.
thebrandmanual.com
thebrandmanual.com
What I can afford to buy
What I’d like to buy
thebrandmanual.com
Brands make people want to buy.
thebrandmanual.com
If you like something, you will forgive its shortcomings.
If you like something, you will forgive its shortcomings.
WE MAKE THEM TALK ABOUT YOU
What’s going on? Context
thebrandmanual.com
The recession was the best thing that ever happened to the Baltic.
thebrandmanual.com
Efficiency gains. But will they last?
2008 2012
thebrandmanual.com
It helped focus consumers, companies and government.
thebrandmanual.com
The recession has made people both price and quality sensitive. Finally it is understood that you DO get WHAT you pay for.
thebrandmanual.com
Quality actually sells.
thebrandmanual.com
Consumer confidence is picking up. Those that can afford to, are spending again.
thebrandmanual.com
thebrandmanual.com
Western consumers already are where we are just getting to.
thebrandmanual.com
me
stuff
status
thebrandmanual.com
me
stuff society
values
thebrandmanual.com
Corporate social responsibility is a real issue, instead of just a buzz word.
thebrandmanual.com
Listening has never been easy. But now there are icebergs ahead.
thebrandmanual.com
PRODUCT
CONSUMER
“We tell you why you need it”
CONSUMER
thebrandmanual.com
PRODUCT
CONSUMER
“Thank you for your feedback”
CONSUMER
thebrandmanual.com
PRODUCT
CONSUMER
“Let’s be social (about the product)”
CONSUMER
thebrandmanual.com
PRODUCT
CONSUMER
“Look what I bought”
CONSUMER
thebrandmanual.com
Social media requires a real plan. Not just initiative.
thebrandmanual.com
thebrandmanual.com
Facebook I like donuts
Twitter I’m eating a #donut
Foursquare This is where I eat donuts
Instagram Here’s a vintage photo of my donut
YouTube Watch me eating a donut
LinkedIn My skills include donut eating
Pinterest Here’s a donut recipe
Spotify I’m now listening to “Donuts”
Google+ I’m a Google employee who eats donuts
thebrandmanual.com
Half the population is on Facebook.If you screw up here, it will come back to quote you.
thebrandmanual.com
Monitor and measure everything. ROI is (French for) King.
WE MAKE THEM TALK ABOUT YOU
Instructions? It’s complicated!
thebrandmanual.com
thebrandmanual.com
thebrandmanual.com
knowledge
pro customer
context
solution
thebrandmanual.com
thebrandmanual.com