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WHY CHOOSING NOT TO BUY ANOTHER PAIR  OF SHOES DOES NOT MAKE YOU FEEL        GUILTY OR AWKWARD?
INSIGHT          PUBLIC IS GIVING HAND OUT NOT HAND UP             PERCEIVING BUYING “THE BIG ISSUE”            AN ACT OF ...
INSIGHT          TOO MANY DIFFERENT EMOTIONS INVOLVED
CHALLENGE                   FIND A FAST & CHEAP WAY TO              CHANGE THE PERCEPTION OF BUYING            “THE BIG IS...
IDEA     THERE IS NO ROOM FOR EMOTION IN BUSINESS       “SAVE YOUR EMOTION, IT IS ALL ABOUT MY PROFIT,                    ...
PHASE I – DISTURB             “SAVE YOUR EMOTION, IT IS ALL ABOUT MY                    PROFIT, YOU DO-GOODER!”           ...
PHASE II - REFOCUS             SUBSTITUTE EMOTION WITH PRAGMATICAL                    INFO AND CALL TO ACTION             ...
INITIATED PUBLIC DEBATE                FREE MEDIA COVERAGE                ONLINE BUZZ                INCREASED TRAFFIC TO ...
INSIGHT:     PUBLIC TREATS “THE BIG ISSUE” VENDORS AS BAGGERS   CHALLENGE:   FAST & CHEAP WAY TO CHANGE THIS PERCEPTION   ...
“SAVE YOUR EMOTION, IT IS ALL ABOUT   MY PROFIT, YOU DO-GOODER!”
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Case study - The Inbetweeners Movie
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The big issue

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The big issue

  1. 1. WHY CHOOSING NOT TO BUY ANOTHER PAIR OF SHOES DOES NOT MAKE YOU FEEL GUILTY OR AWKWARD?
  2. 2. INSIGHT PUBLIC IS GIVING HAND OUT NOT HAND UP PERCEIVING BUYING “THE BIG ISSUE” AN ACT OF DO-GOODING FOR BAGGERS
  3. 3. INSIGHT TOO MANY DIFFERENT EMOTIONS INVOLVED
  4. 4. CHALLENGE FIND A FAST & CHEAP WAY TO CHANGE THE PERCEPTION OF BUYING “THE BIG ISSUE” AS AN ACT OF DONATION & INCREASE THE SALES VOLUME
  5. 5. IDEA THERE IS NO ROOM FOR EMOTION IN BUSINESS “SAVE YOUR EMOTION, IT IS ALL ABOUT MY PROFIT, YOU DO-GOODER!”
  6. 6. PHASE I – DISTURB “SAVE YOUR EMOTION, IT IS ALL ABOUT MY PROFIT, YOU DO-GOODER!” PR 1. NEW FORCE – VENDOR ASSOCIATION EVENTS 2. A PUBLIC DEMONSTRATION 3. NEW OWNED MEDIA ACCOUNTS SOCIAL NETWORKSEXECUTION 4 . CHALLENGE EXISTING FACEBOOK COMMUNITY “That Awkward Moment When You Make Eye Contact With The Big DIGITAL Issue Guy” VIDEOS ONLINE BUZZ
  7. 7. PHASE II - REFOCUS SUBSTITUTE EMOTION WITH PRAGMATICAL INFO AND CALL TO ACTION PR 1. REFOCUS CONVERSATION SOCIAL BUSINESS MODEL EXPLAINED NETWORKS VENDOR TESTIMONIALSEXECUTION 2. INITIATE SALES DIGITAL VIDEOS “THE BIG ISSUE” IMPACT ON LOCAL ECONOMY, ONLINE SOCIETY BUZZ DONATED AD SPACE
  8. 8. INITIATED PUBLIC DEBATE FREE MEDIA COVERAGE ONLINE BUZZ INCREASED TRAFFIC TO OWNED MEDIA MORE PEOPLE SEEING “THE BIG ISSUE” VENDORS AS ENTERPRENEURS NOT BAGGERS SALES INCREASERESULTS
  9. 9. INSIGHT: PUBLIC TREATS “THE BIG ISSUE” VENDORS AS BAGGERS CHALLENGE: FAST & CHEAP WAY TO CHANGE THIS PERCEPTION IDEA: “SAVE YOUR EMOTION, IT IS ALL ABOUT MY PROFIT, YOU DO-GOODER!” EXECUTION: DISTURB AND REFOCUS PUBLIC CONVERSATION RESULTS: CHANGED PUBLIC IMAGE OF “THE BIG ISSUE” VENDORS & INCREASED SALES VOLUMESSUMMARY
  10. 10. “SAVE YOUR EMOTION, IT IS ALL ABOUT MY PROFIT, YOU DO-GOODER!”
  • chiachiwu98

    Jun. 7, 2016
  • 16062012

    Sep. 16, 2013

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