Using images, web links, video within PowerPoint

Adding Value to the learner experience

MARKETING IN PRACTICESegmenting Markets

The slides that follow are only used as an example of how PowerPoint can be used in a more effective and relevant way to engage

learnersThey slides are a blend of the usual text driven

content for PowerPoint with some custom animation included but I have added other

elements that you might find useful to use with learners.

The session shown here is by no means complete and slides have been deleted for ease

of demonstration.You require the following to run this session:

ProjectorLaptop or base unit with speakers.

Live web links from computer

Why does an organisation need to segment a market?

• No single product can satisfy the needs of all customers. Learners to discuss

• What would happen if Adidas sold only a single product? How well would it compete in the marketplace? What would be the - Impact on - Profit / sales / market share? -Discuss

• Consumers all have different needs and wants

• Companies must consider - Individual Features & Benefits sought, and the individual characteristics of consumers

How to add images to slides

• In the previous slide I have added a series of images to contextualise the types of customers that any given organisation might have, we have a blend of text and images which will meet the needs of different types of learners, using images in this way adds a new dimension to your PowerPoint presentations.

• So how is it done!

Retail Therapy

• Consider the range of stores in the typical High Street

• In groups analyse ONE retail outlet (Selected by teacher / trainer) . What type of clothes do they sell? How are they priced? Product range?

• Describe as best you can the characteristics of the customers that might shop in your store, think about the following– Age / Gender / lifestyle / image / possible occupation /

any other general characteristics that are common to the user of these outlets.

• Create a spider diagram for your store, covering the key aspects identified

Retail Therapy Activity• In the previous slide I have added a web link to the

presentation, what do you think this might add to the learners experience?

• I use the activity in the following way;– I split the learners up into small groups generally 4/5, and I

use the normal handouts for this activity, images, background information, magazines clippings, financial data on the a particular retail outlets under discussion, all learners start the activity considering the questions set, each group then in turn has 5 minutes using the site to gather any further information that might help them answer the questions set.

• Feedback is then taken from the groups on their findings, teacher trainer uses directed questions and supports learners in discussion.– The key question posed to learners after feedback is taken, is

why would this organisation have so many different types of outlet, why couldn’t they just all be under a single brand!

– What are the benefits of segmentation for this organisation?

Retail Therapy• How to add web links in PowerPoint

• You can either type in the address, directly into your presentation

• http://www.arcadiagroup.co.uk/promostores/arcadia/flash/index.html - this can look a touch messy but is still effective and when you run the slide show the link will be live.

• Type link here:

Adding video & sounds to slides• A small selection of sites is shown below, these all allow downloading,

please check for use and copyright before downloading any resources, the Standards Unit in no way endorses any of these sites, they are purely for demonstration purposes only, and in some cases subscriptions are required.

• http://giesbers.net/video/ the short clip for the segmentation activity was taken from this site

• http://www.adwatch.tv/ • http://www.pocketmovies.net/index.php • http://www.bbc.co.uk – this is a fantastic site hundreds of video clips, how about using a clip

from The office to look at motivational dialogue

• http://www.bbc.co.uk/arts/poetry/outloud/index.shtml - Insert clips from this site if teaching key skills on communication

• http://news.bbc.co.uk/1/hi/business/ - has up to date video clips for you to use in your sessions both audio and video i.e. Working Lunch, Money Box, the links work directly from the BBC site, and don’t need to be downloaded

The 3rd of the Budweiser's Wassup TV ad. • Normally when I run this activity with learners, I give them copies of

various adverts or images I have collected, I would then set them a series of questions examples are shown below:

• Describe the characteristics of the - Target Consumer

• Message, what is it & why is this appropriate to target consumer?

• Images used and Why?

Budweiser's Wassup TV ad.

Segmentation – Consolidation

• Segmentation is essentially the identification of subsets of buyers within a market who share similar needs and who demonstrate similar buyer behaviour / characteristics

• The world is made up from billions of buyers with their own sets of needs / wants and behaviour.

• Segmentation aims to match groups of purchasers with the same set of needs and buyer behaviour. Such a group is known as a 'segment'.

“Dividing markets into relevant, manageable and targetable segments in order to allow better tailored offerings to be

developed” Brassington & Petitt