CONTENT STRATEGY, OFFER DESIGN, HUMANISTIC MARKETING. Three best practices for companies living in a complex world.

1. communicate with people in mind
CONTENT STRATEGY, OFFER DESIGN, HUMANISTIC MARKETING.
Three best practices for companies living in a complex world.
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2. LIVING IN a complex WORLD
World is complex, we know.
THE WORLD
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3. LIVING IN a complex WORLD
World is complex, we know.
It is made up by a huge variety
of human interactions and each
person has got his peculiar
interests and attitudes.
THE WORLD
interaction with:
associates,
investors and
stakeholders, business communities, ...
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4. LIVING IN a complex WORLD
World is complex, we know. geographical, sociodemographical,
psycographic and behavioural segments
It is made up by a huge variety
of human interactions and each
person has got his peculiar
interests and attitudes.
THE WORLD
The former criteria once adopted
interaction with:
to segment the world are no associates, investors
longer enough.
and stakeholders, business communities, ...
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5. PEOPLE RATHER THAN CONSUMERS
No more just consumers.
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6. PEOPLE RATHER THAN CONSUMERS
No more just consumers.
• We address to people.
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7. PEOPLE RATHER THAN CONSUMERS
No more just consumers.
• We address to people.
• People grouped in tribes.
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8. PEOPLE RATHER THAN CONSUMERS
No more just consumers.
• We address to people.
• People grouped in tribes.
The world is peopled with many worlds.
Liquid galaxies, not homogeneous
groups of people sharing the same THE WORLD
values, cultures, believes, habits.
Communities grow up around brands,
products, believes, hobbies.
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9. CONTENTS focused on relationship
The relationship between company and
world comes true through sharing.
COMPANY
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10. CONTENTS focused on relationship
The relationship between company and Contents sharing: ideas, infos, images...
world comes true through sharing.
CONTENTS
COMPANY
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11. CONTENTS focused on relationship
The relationship between company and Contents sharing: ideas, infos, images...
world comes true through sharing.
CONTENTS
COMPANY
FORMATS
grouped in formats
(advertising, brochures, catalogues)
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12. CONTENTS focused on relationship
The relationship between company and Contents sharing: ideas, infos, images...
world comes true through sharing.
CONTENTS
COMPANY CHANNELS
FORMATS
grouped in formats conveyed through different channels.
(advertising, brochures, catalogues)
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13. a new kind of care and a new sensibility
are needed To navigate this sea.
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14. Three MAIN TASKS
1 The offer: Does it properly enhance the
personality and the project of the company?
OFFER
DESIGN
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15. Three MAIN TASKS
1 The offer: Does it properly enhance the
personality and the project of the company?
OFFER
DESIGN
2
The contents: Are they consistently
grouped? Are they easily accessible?
Do the content’s adressees consider it a
CONTENT
STRATEGY
value?
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16. Three MAIN TASKS
1 The offer: Does it properly enhance the
personality and the project of the company?
OFFER
DESIGN
2
The contents: Are they consistently
grouped? Are they easily accessible?
Do the content’s adressees consider it a
CONTENT
STRATEGY
value?
3 Do company and people talk with each
other? Do we know the tribes we refer to?
HUMANISTIC
MARKETING
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17. OFFER DESIGN
Visual representation is important to Key concepts
set out the offer with a consistent and
integrated communication architecture. • Integration. The offer design makes
New energy-giving and vital elements the roadmap clearer and gives an holistic
enrich the offer to the market. point of view. The management can
be more aware of the communication
potential of its products and company
strategies.
• Visuals. Visuals represent systems and
relationships much more effectively than
COMPANY text and figures.
• Organisation. Creative ideas have to
preserve their integrity and consistency
also in the implementation phase.
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INFOGRAPHIC DESIGN, OFFER architecture

18. CONTENT STRATEGY
Producing and conveying high quality Key concepts
contents, respecting the peculiarities of
each channel, the overall consistency, the • Conversation. Listen to what the
people we are communicating with. people are saying, interacting with
useful contributions.
• Sustainability. Creating a
communication model for a sustainable
and successful implementation and
conveyance of contents.
• Proximity. Putting contents where they
need to be found.
FORMATS
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CONCEPtS, FORMATs, DESIGN, information Architecture

19. Humanistic marketing
People(to communicate with) and tribes Key concepts
(to be understood)rather than target
segments. • Images and metaphors. Keeping
away from triviality, thinking of new
metaphers which highlight the company
personality and implement its own
project.
• Storytelling. Stories aimed at
attracting and involving people.
• Trends anticipation. Creating new
THE WORLD interactions with customers by using
advanced techniques (such as games or
training).
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Listening, dialogue, stories

20. www.biscioneassociati.it Via A. Caccianino, 3 - 20131 Milano
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