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WE MAKE THEM TALK ABOUT YOU Rocket science is easy Source: Gary Larson
| Date post: | 26-Jun-2015 |
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Business |
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WE MAKE THEM TALK ABOUT YOU
Rocket science is easy
Sour
ce: G
ary
Lars
on
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Source: TED, Derek Sivers
WE MAKE THEM TALK ABOUT YOU
A few simple rules...
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1. Know your target group
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Best / worst actress 2009
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2. Get the language right
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3. This is not a test market
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Source: Clayton Christensenhttp://www.youtube.com/watch?v=s9nbTB33hbg
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4. Know the competition
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5. Package it right
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The right appearance raises a product’s value.
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The wrong appearance lowers a product’s value.
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crowdteam
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6. Understand cultural context
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House?
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7. Visualize and explain
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If possible, people will misunderstand what you said.
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Misunderstanding?In the average company...
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only 37% understand what the company is trying to achieve
Source: Stephen Covey, The 8th Habit
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only 20% are enthusiastic about it
Source: Stephen Covey, The 8th Habit
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only 20 percent felt they made a difference
Source: Stephen Covey, The 8th Habit
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only 15% felt empowered
Source: Stephen Covey, The 8th Habit
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only 1 in 5 fully trusted who they work for
Source: Stephen Covey, The 8th Habit
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If this company was a football team...
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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
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executionplan execution
WE MAKE THEM TALK ABOUT YOU
Your need to sell,won’t make anyone buy!
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The purchasing decision depends on the customer’s needs.
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What I can afford to buy
What I’d like to buy
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Brands make people want to buy.
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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
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The recession was the best thing that ever happened to the Baltic.
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Efficiency gains. But will they last?
2008 2012
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It helped focus consumers, companies and government.
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The recession has made people both price and quality sensitive. Finally it is understood that you DO get WHAT you pay for.
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Quality actually sells.
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Consumer confidence is picking up. Those that can afford to, are spending again.
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Western consumers already are where we are just getting to.
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me
stuff
status
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me
stuff society
values
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Corporate social responsibility is a real issue, instead of just a buzz word.
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Listening has never been easy. But now there are icebergs ahead.
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PRODUCT
CONSUMER
“We tell you why you need it”
CONSUMER
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PRODUCT
CONSUMER
“Thank you for your feedback”
CONSUMER
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PRODUCT
CONSUMER
“Let’s be social (about the product)”
CONSUMER
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PRODUCT
CONSUMER
“Look what I bought”
CONSUMER
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Social media requires a real plan. Not just initiative.
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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
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Half the population is on Facebook.If you screw up here, it will come back to quote you.
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Monitor and measure everything. ROI is (French for) King.
WE MAKE THEM TALK ABOUT YOU
Instructions? It’s complicated!
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knowledge
pro customer
context
solution
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