Enhance the impact of your marketing spend by developing an inspirational selling point and integrate PR, advertising & digital and focus on the influencers and first followers.

1. HOW DO YOUR MAKE
YOUR BRAND
TRAVEL
LEMON SCENTED TEA
GIJSBREGT VIJN
SANOMA MEDIA PARADE 2013

2. I AM….
• GIJSBREGT VIJN
• MY PERSONAL JOURNEY
• MD LEMON SCENTED TEA
• VRIJ/ XIAO
• LEMON SCENTED TEA: CREATIVE
AGENCY IN AMSTERDAM
SPECIALISED IN MAKING BRANDS
TRAVEL THROUGH ANY MEDIUM
POSSIBLE.

3. TODAY:
HOW DO
YOU MAKE
YOUR
BRAND
TRAVEL?

4. E = T
E = EFFORT (TIME + MONEY)
T = BUZZ + SALES
10
WHAT IS TRAVEL?

5. THE MAIN INGRIEDIENTS FOR
MAKING A BUSINESS TRAVEL

6. BRAND

7. TWO SUCCESFULL ENTREPRENEURS
ABOUT TRAVEL SUCCESS

8. “WE HAVE NO
CUSTOMERS
ONLY
AMBASSADORS”

9. “WE DON‟T SELL
PRODUCTS WE
SELL STORIES”

10. “FIND AN
INSPIRING
STORY AND
DELIVER ON
IT”

11. “INNOVATE
CONTINUOUSLY
AND SHARE IT
WITH THE
RIGHT PEOPLE”

12. SEPERATE BOXES ADDING UP TO AN EXPERIENCE
Identity / design Customer
experience
Product Communication
story =

13. CUP-A-SOUP MARKETING FUNNEL

14. DIGITALIZATION
 Consumer who wants to join in
 Transparency (reviews etc.)
 Broadcast power consumer

15. MERGING PRODUCT & STORY / CONNECT DIGITAL
Product Service
The
communication
story
Customer
experience
Identity
Digitalisering

17. ENTERING THE „CLOSED CIRCUITS‟ OF PEOPLE

19.  DEVELOP AN INSPIRING
STORY & DELIVER ON IT
 KEEP THEM (DIGITALLY)
CLOSE, NO CUSTOMERS
ONLY AMBASSADORS
 ONGOING INNOVATION THAT
LEADS TO GREAT CONTENT
LEADING TO SMART PR
TAKE OUT

20. BUZZ

22. Content that travels

23. The how of the brand
Emotionalselling point
The why
of the brand
inspirationalvalues
The what of the brand
Unique selling point
ISP
ESP (I like you)
USP
(I need you)

24. Emotionalselling point
Inspirational
selling point
Unique selling point
(functional)
ISP (I join you)
ESP (I like you)
USP
(I need you)

25. ISP WORKS!!!
Rational.
Facts.
Features.
Feelings.
Emotions.
Loyalty.
Trust.
Decisionmaking.

26. THERE IS POETRY ABOUT
ALMOST EVERYTHING…
WHY NOT ABOUT BRANDS

27. Emotionalselling point
Inspirational
selling point
Unique selling point
(functional)
Story framework
of the brand
activation platform
forpeopleto
participate in. ISP (I join you)
ESP (I like you)
USP
(I need you)

28. Emotionalselling point
Inspirational
selling point
Unique selling point
(functional)
Story framework
of the brand
Activationplatform
forpeople to participate
in. ISP (I join you)
ESP (I like you)
USP
(I need you)

29. Emotionalselling point
Inspirational
selling point
Unique selling point
(functional)
Story framework
of the brand
Story platform
forpeople to
participate in.
The ISP
makespeoplebelie
ve in you. That is
the onlyreal
foundation for
engagement and
loyalty.
Trust &Relevance

30. METHOD PEOPLE AGAINST DIRT
tryouroh-so-smartlaundrydetergents + softenersforloads of
beautifully clean laundry.
thenthrowyour clean, sweet-smelling hands in the air
likeyoujustdon’t care. oh yeah ›

32. LOOK FOR
THE ONES
THAT WANT
TO LISTEN
& FOCUS ON
THE FIRST
FOLLOWER
A B

34. ONE STORY: MULTIFEEL BRANDING®
Sub-
storie
Campaign idea Campaign story
The mid segment of the market
Sub-
storie
One story different ways to tell it.
Better content = More relevance = more impact =
more involvement= more virality = stronger brand
Sub-
storie
Sub-
storie
Sub-
storie
Target
4
Target
3
Target
2
Target
1
VS

42. DEVELOP A CONTENT CAROUSSEL?
Target 1
Target 2
Target 4
Target 3
Story
Content
channel
Content
channel
Content
channel
Content
channel
Sub
DATA
Sub
SubSub

44.  DEVELOP AN ISP AND
ACTIVATE AROUND IT
 FIND INFLUENCERS/ FIRST
FOLLOWERS & SPECIFY
YOUR CONTENT
 BUILD CONTENT CARROUSEL
 ACCELERATE WITH PAID
TAKE OUT

45. BUSINESS

46. MAKE IT
GOOGLE
PROOF
Links, links & links
conversation

47. MEDIA
ATTRIBUTION
TECH THAT UNDERSTANDS AND
PREDICTS THE EFFECTIVITY OF THE
MEDIAMIX. DOWN TO THE MEDIUM
THE TIMING AND THE POSITIONING.

48. “RELEAS
E EARLY
RELEASE
OFTEN”
Mark
ZuckerbergFacebook

49.  MAKE YOUR CONTENT
GOOGLE PROOF
 USE NEW TECHNOLOGY TO
FIND THE BEST MIX
 EXPERIMENT & LEARN
TAKE OUT

50. Most important…

52. THIS WEEKENDS IMPACT

53. THIS WEEKENDS IMPACT

56. SUMMARY: HOW DO YOU MAKE A BRAND
TRAVEL

57. HOW DO YOU MAKE
YOURBRAND TRAVEL
BUSISNESS CARD = PRESENTATION DECK 
SANOMA MEDIAPARADE DEAL!
1 HOUR OF FREE TRAVEL TALK + ADVICE
gijsbregt@lemonscentedtea.com
http://nl.Linkedin.com/in/gijsbregtvijn
http://twitter.com/gijsbregtvijn
http://www.slideshare.net/gijsbregtvijn

58. THANK YOU

59. EMBRACE OWNED AND EARNED ACCELERATE WITH
PAID
Big push Meerdere relevante
verhaallijnen
(blogs + pr)