Your Core Ideal, Key Words and Phrases and Big MessageAndrew Priestley
In this free discussion paper, award winning business coach Andrew Priestley explores Jim Stengel's ten year study into business growth. Stengel concluded that companies that grew - especially during the GFC economic challenge of 2007 and 2011 had identified their Core Ideal. Stengel profiled over 50,000 companies global but those rated in the S&P 500 but Priestley wondered if the findings translate to SMEs (six and seven figure businesses) or were relevant to start-ups.
This report includes a quiz designed to help you determine your Core Ideal. You are invited to share your results with the author.
Young Marketers Elite-3-Assignment-11.1-Đức Hiệp-Thanh An-Khánh ThyKhanh Nguyên
The document discusses key concepts for brand communication and advertising, including brand insight, communication insight, and advertising insight. It provides examples of each type of insight and how they relate to and build upon each other to form the brand big idea, communication big idea, and advertising big idea. The document also discusses the process of developing a campaign or advertising big idea, including understanding the market, brand situation, consumer insights, and objectives to arrive at the propositioning, communication big idea, and evaluation.
This document provides an overview of common sales mistakes and how to improve sales skills. It discusses 13 key skills and traits that are important for sales success: readiness, knowledge, rapport, prospecting, qualifying, presenting, closing, objections, customer service, administration, attitude, drive, and influencing. Some common mistakes include lack of readiness, knowledge, or proper rapport building skills among salespeople. High or low scores on these traits can also indicate issues. Regular skills assessment, training, and support can help salespeople improve.
John Simpson, Founder and CEO of One North Interactive, shares his insights on the challenges of modern B2B marketing, how things are changing and what we as marketers can do to keep up.
From the 2014 Experience Lab: Reimagine Marketing. To watch a video of the presentation, visit http://bit.ly/1ySQHBP.
Brand Box 5 - How To Say It - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 5 - How to say it 2. Actions from Insights 3. How to say it 4. Ogilvy on Advertising 5. Reason and Emotion 6. Cialdini's tools of influence 7. Advertising 8. Uses of advertising 9. Advertising: Broad definitions 10. The advertising cycle 11. The advertising cycle cont... 12. Neuromarketing 13. The typical major league baseball pitch 14. Decision making 15. Major league baseball pitch cont... 16. The new model for decision making 17. Why do we need somatic markers 18. When is one faculty used over the other 19. How does this sell things 20. Classic media theory 21. Neuromedia theory 22. Example: Share of mind case study 23. A couple of examples 24. A couple of examples cont... 25. Direct response 26. Styles of direct response marketing 27. Direct Response 28. Direct Response Implementation 29. The BOSCH Formula 30. The 5 step (POWER) copywriting process 31. Single Mindedness 32. Defining great communication 33. Essence of Communication 34. Ideas vs. Information 35. What makes a great idea 36. Example: Papa John's pizza 37. Example: Copenhagen Zoo 38. Example: Belgium Cancer foundation 39. Example: Australian Red Cross 40. Example: BBC World 41. Example: Seeing eye dogs Australia 42. Example: Global Coalition for Peace 43. Example: Panasonic 44. Example: Summerville 45. Example: Karate Bushido 46. Example: Heinz 47. Example: Jobs in town 48. Example: Colgate 49: Example: Yoga center 50. Keeping it simple 51. Assessing Ads 52. Assessing communication 53. AIDA(S) 54. Tools for driving great advertising 55. The 3 part brief 56. The 9 questions 57. Testimonials 58. Power of testimonials 59.
This Book are designed to present interesting, insightful
books for the general business reader and for professionals in the worlds of media, marketing, and advertising.
These are innovative, creative books that address the challenges and opportunities of these industries, written by leaders in the business
Your Core Ideal, Key Words and Phrases and Big MessageAndrew Priestley
In this free discussion paper, award winning business coach Andrew Priestley explores Jim Stengel's ten year study into business growth. Stengel concluded that companies that grew - especially during the GFC economic challenge of 2007 and 2011 had identified their Core Ideal. Stengel profiled over 50,000 companies global but those rated in the S&P 500 but Priestley wondered if the findings translate to SMEs (six and seven figure businesses) or were relevant to start-ups.
This report includes a quiz designed to help you determine your Core Ideal. You are invited to share your results with the author.
Young Marketers Elite-3-Assignment-11.1-Đức Hiệp-Thanh An-Khánh ThyKhanh Nguyên
The document discusses key concepts for brand communication and advertising, including brand insight, communication insight, and advertising insight. It provides examples of each type of insight and how they relate to and build upon each other to form the brand big idea, communication big idea, and advertising big idea. The document also discusses the process of developing a campaign or advertising big idea, including understanding the market, brand situation, consumer insights, and objectives to arrive at the propositioning, communication big idea, and evaluation.
This document provides an overview of common sales mistakes and how to improve sales skills. It discusses 13 key skills and traits that are important for sales success: readiness, knowledge, rapport, prospecting, qualifying, presenting, closing, objections, customer service, administration, attitude, drive, and influencing. Some common mistakes include lack of readiness, knowledge, or proper rapport building skills among salespeople. High or low scores on these traits can also indicate issues. Regular skills assessment, training, and support can help salespeople improve.
John Simpson, Founder and CEO of One North Interactive, shares his insights on the challenges of modern B2B marketing, how things are changing and what we as marketers can do to keep up.
From the 2014 Experience Lab: Reimagine Marketing. To watch a video of the presentation, visit http://bit.ly/1ySQHBP.
Brand Box 5 - How To Say It - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 5 - How to say it 2. Actions from Insights 3. How to say it 4. Ogilvy on Advertising 5. Reason and Emotion 6. Cialdini's tools of influence 7. Advertising 8. Uses of advertising 9. Advertising: Broad definitions 10. The advertising cycle 11. The advertising cycle cont... 12. Neuromarketing 13. The typical major league baseball pitch 14. Decision making 15. Major league baseball pitch cont... 16. The new model for decision making 17. Why do we need somatic markers 18. When is one faculty used over the other 19. How does this sell things 20. Classic media theory 21. Neuromedia theory 22. Example: Share of mind case study 23. A couple of examples 24. A couple of examples cont... 25. Direct response 26. Styles of direct response marketing 27. Direct Response 28. Direct Response Implementation 29. The BOSCH Formula 30. The 5 step (POWER) copywriting process 31. Single Mindedness 32. Defining great communication 33. Essence of Communication 34. Ideas vs. Information 35. What makes a great idea 36. Example: Papa John's pizza 37. Example: Copenhagen Zoo 38. Example: Belgium Cancer foundation 39. Example: Australian Red Cross 40. Example: BBC World 41. Example: Seeing eye dogs Australia 42. Example: Global Coalition for Peace 43. Example: Panasonic 44. Example: Summerville 45. Example: Karate Bushido 46. Example: Heinz 47. Example: Jobs in town 48. Example: Colgate 49: Example: Yoga center 50. Keeping it simple 51. Assessing Ads 52. Assessing communication 53. AIDA(S) 54. Tools for driving great advertising 55. The 3 part brief 56. The 9 questions 57. Testimonials 58. Power of testimonials 59.
This Book are designed to present interesting, insightful
books for the general business reader and for professionals in the worlds of media, marketing, and advertising.
These are innovative, creative books that address the challenges and opportunities of these industries, written by leaders in the business
Essential of Technology Entrep. & Innovation- Chapter eight developing the r...Motaz Agamawi
In chapter right of the course, we discuss the marketing mix.
This course provide the students with a conceptual knowledge regarding the essentials for management practices of a technology-based organization, and the evolution of technology. The topics covered in this course would include: • Introduction to the concept of entrepreneurship. • What entrepreneurs do and their importance to economy • How to seize business opportunity; • Know the process of creativity and difference between invention and innovation • Know how innovation is important as a dimension of entrepreneurship • Critical factors in managing technology; including • The Time Factor (Osborn effect) • Technology Push and Market Pull • The S-Curve of Technology • Technology and Product Life Cycle • The Chain Equation of Technology Innovation • Price Knowledge Gape Relation • Difference between Entrepreneurship and Stewardship Management • Difference between technology leader and followers • Competition and Competitiveness Concepts. • The process of the technological innovation; • Who are the customers; and • How to optimize cost and find finance for your projects • Demonstrate the importance of business plan, including the marketing and financial plans and how to prepare it. • Know the structure and management of a technology organization
Essential of Technology Entrep. & Innovation- Chapter six creating business ...Motaz Agamawi
In chapter six, we are introducing the concepts of how to create business from opportunities.
This course provide the students with a conceptual knowledge regarding the essentials for management practices of a technology-based organization, and the evolution of technology. The topics covered in this course would include: • Introduction to the concept of entrepreneurship. • What entrepreneurs do and their importance to economy • How to seize business opportunity; • Know the process of creativity and difference between invention and innovation • Know how innovation is important as a dimension of entrepreneurship • Critical factors in managing technology; including • The Time Factor (Osborn effect) • Technology Push and Market Pull • The S-Curve of Technology • Technology and Product Life Cycle • The Chain Equation of Technology Innovation • Price Knowledge Gape Relation • Difference between Entrepreneurship and Stewardship Management • Difference between technology leader and followers • Competition and Competitiveness Concepts. • The process of the technological innovation; • Who are the customers; and • How to optimize cost and find finance for your projects • Demonstrate the importance of business plan, including the marketing and financial plans and how to prepare it. • Know the structure and management of a technology organization
The document outlines the key elements that should be included in a creative brief for advertising. The creative brief provides direction for creative teams and includes the reason for the advertising, the desired end result or objective, the target market or audience, the communication strategy, rationale for the message, and any mandatory requirements. It gives background on the product and identifies the specific goals that the advertising aims to achieve, such as raising awareness of a new brand or changing perceptions of an existing one.
The document provides tips for constructing an effective advertising message, including:
1) Identify your target customer's most important problem and discuss how your service solves it.
2) Brainstorm catchy marketing messages and headlines that grab attention and convey benefits.
3) Test different messages and headlines to see which generate the best response from customers. Focus on messages that trigger an emotional response and motivate customers to take action.
Presentation given at the Inspire 2009 conference in Bucharest. Originally intended to be titled ´What if there was no TV´, during the preparation we noticed several trends that led us to change the title to Ádvertising is Dead´. Every new technology has a shorter curve from introduction to irritation. It´s time for a new approach, which we call the Attraction Model.
We are available to present at your conference or event too.
Young Marketers Elite 3 Assignment 10.1 - Đình Giang-Ngọc Khánh-Khánh ThyKhanh Nguyên
The document discusses integrated brand communication, outlining key elements like having a single brand communication idea that is executed consistently across channels to meet objectives. It provides examples of how to structure an effective brand brief, including focusing on the target consumer, key message, and approved channels. The document also examines what makes for great creative ideas, such as ones based on insights that attract attention and are intrinsically branded to the core concept.
Young Marketers Elite 3 - Assignment 10.1 - Minh Thông / Đức Hiệp / Thanh AnChu Minh Thông
The creative brief provides guidance for the creative team to develop work that aligns with both the client's objectives and target consumers. It should include key elements such as the background, problem/challenge, objectives, target consumer profile and insights, desired consumer response, and brand positioning. The brief translates the client's business needs into a concise yet inspiring direction for creatives to generate solutions. It aims to define the problem space enough to guide solutions while allowing creative freedom.
This document provides an overview of a marketing workshop covering topics such as defining marketing, branding a business, effective print advertising techniques, and calculating return on investment from advertising. The workshop included tips on how to effectively market a business through branding, advertising, and determining appropriate budgets. Attendees were encouraged to apply techniques discussed like focusing ads on customer benefits and testing promotions to continue growing their business.
The document provides 5 entrepreneurial strategies for making money: 1) Learn how to sell your product or service effectively, 2) Pursue your passion for your business, 3) Believe in the value of your product and don't be afraid to charge accordingly, 4) Track key performance indicators to understand your business success, and 5) Adopt a mindset of failing fast and often to quickly learn and improve through iteration. It also offers 6 months of free business coaching to help readers implement these strategies and increase their cash flow.
Young marketers elite 3 assignment 10.1 - Nhật Minh - Tường Vy - Thanh ThùyChinsu Vuong
The document discusses brand communication and provides examples. It defines brand communication as all the ways a brand interacts with current and potential consumers that influence how they think of the brand. Examples of interactions include advertising, sponsorships, and point-of-purchase materials. A good creative brief is described as guiding the creative agency and reflecting the brand's characteristics to align with its objectives. The Knorr Tet 2016 campaign is summarized as using the message "With mother is with Tet" to build brand love and sales during an important holiday.
This document outlines principles for effective media campaigns, beginning with developing a strong communications strategy rather than just a media strategy. It discusses the importance of insights, committing to core brand messages over time rather than just campaigning, creating deeper engagement, taking inspiration from other categories, using media that influences audiences, and the value of collaboration. Measurement is also highlighted as important for learning what works through both traditional metrics and newer qualitative measures of engagement.
Modern marketing principles featured in mad menRoyaltie Gem
Although the cultural TV juggernaut that is Mad Men has wrapped up, it’s easy to see the mark it’s left on its viewing audience – especially those who work in marketing and advertising today. Even though the show took place decades ago, there were a number of solid lessons and principles showcased that are still relevant for marketing today.
Young Marketers Eliter 3 – Assignment 1.1 - Minh Thông / Phúc Hậu / Văn HiểnChu Minh Thông
The document discusses the evolution of products into brands through trademarks and marketing. It begins by explaining how early manufacturers differentiated their products through names and packaging (trademarks). It then discusses how brands became important with increased choices, information, and time constraints for consumers. Brands make purchase decisions easier by providing promises that products aim to fulfill through marketing. The document provides examples of brands and their promises, and explains how marketing delivers those promises to build consumer awareness, loyalty, and brand love over time.
A Highly Effective Marketing Plan (HEMP) is a process that will dramatically improve your chances of profitably selling more of your products and services. And HEMP will stop you wasting thousands, maybe millions of pounds, dollars, euros or yen on marketing initiatives that should never see the light of day.
Storytelling, A New Brand Imperative. CosmoProf Interview with David Altman,...David Altman
David Altman discusses the importance of storytelling for brands to emotionally connect with consumers. He emphasizes that great storytelling encompasses being immersive, interactive, integrated and initiating action. It is also important for brands to be authentic, clear, simple, differentiated, remarkable and not rely solely on price. Brands should cultivate trust through transparency and welcome consumer involvement in co-creating the brand story.
Young Marketers Elite 3_Assignment 14_Brand Communication Part 5honvongphu
Nhóm cho assignment 14.1 nhé:
Nhóm 1: Phuc Hau + Dinh Giang + Thien Van + Van Hien
Nhóm 2: Ngoc Khanh + Nhat Minh + Ky Vy + Thanh Vy
Nhóm 3: Minh Quang + Duc Hiep + Thanh Thuy + Tuong Vy + Thanh An
Nhóm 4: Truong Liem + Ai Lam + Minh Thong + Khanh Thy + Hong Phong
Tuần này Elite program dành tặng 2 suất dự thính cho các young marketer hoàn tất phần assignment như bên dưới trong 3 slide nội dung PDF gửi về contact@youngmarketers.vn trước 22:00 thứ 5, ngày 12/5:
1 - Thế nào là Brand Idea, Brand Communications Big Idea, Advertising Big Idea? Cho ví dụ trên cùng 1 thương hiệu. (30%)
Câu hỏi dành riêng cho Eliter:
2 - Thế nào Insight Platform? Insight Platform cho Brand Idea, Brand Communications Big Idea, Advertising Big Idea có khác nhau không, nếu khác thì khác nhau như thế nào? Cho ví dụ cụ thể (45%).
3 - Các tiêu chí để đánh giá Advertising Big Idea? Cho ví dụ (25%).
It’s Not Mobile Research, It’s Research In a Mobile World by Bob Yazbeck of G...InsightInnovation
The ubiquity of mobile in our world is undeniable. Yet, why are we holding onto our desktop mentality when research “wants to be freed.” Using a methodological lens, see how factors such as cost, logistics and history are playing into our apprehension about mobile—but, is it legitimate or mere skepticism?
Review the top ten areas of convergence between mobile and market research
Learn how an iterative approach is critical to moving from inertia to impact
See examples of mobile research in motion
The Future of Research: Inspiring, Always on, Anytime-Anywhere, Observing, Pa...InsightInnovation
This document discusses how digital technologies are transforming market research. It outlines the shifts from Web 1.0 to 2.0 to the emerging Web 3.0, and Research 1.0 to 2.0. Research 3.0 is envisioned to be more people-centric, on smaller screens, and more real-world. The document presents an "ecosystem" being developed by eCGlobal to enable next-generation market research through consumer data lockers, a consumer data mart, and collaborative models between consumers, brands and researchers. Examples are given of how this approach has helped clients integrate data sources and visualize insights in new ways.
A Call For A New Collaborative Model by Gayle Fuguitt of the Advertising Rese...InsightInnovation
The document discusses the importance and challenges of collaboration. It defines collaboration as people or organizations working together towards common goals by sharing knowledge. True collaboration requires defining goals, refining approaches, and taking action together. It provides examples of how the ARF (Advertising Research Foundation) facilitates collaboration across the advertising and marketing industry through events, training programs, and bringing different groups together. The overall message is that organizations need to reinvent themselves through bold collaboration by knowing their strengths, choosing complementary partners, and being willing to learn from both successes and failures.
Essential of Technology Entrep. & Innovation- Chapter eight developing the r...Motaz Agamawi
In chapter right of the course, we discuss the marketing mix.
This course provide the students with a conceptual knowledge regarding the essentials for management practices of a technology-based organization, and the evolution of technology. The topics covered in this course would include: • Introduction to the concept of entrepreneurship. • What entrepreneurs do and their importance to economy • How to seize business opportunity; • Know the process of creativity and difference between invention and innovation • Know how innovation is important as a dimension of entrepreneurship • Critical factors in managing technology; including • The Time Factor (Osborn effect) • Technology Push and Market Pull • The S-Curve of Technology • Technology and Product Life Cycle • The Chain Equation of Technology Innovation • Price Knowledge Gape Relation • Difference between Entrepreneurship and Stewardship Management • Difference between technology leader and followers • Competition and Competitiveness Concepts. • The process of the technological innovation; • Who are the customers; and • How to optimize cost and find finance for your projects • Demonstrate the importance of business plan, including the marketing and financial plans and how to prepare it. • Know the structure and management of a technology organization
Essential of Technology Entrep. & Innovation- Chapter six creating business ...Motaz Agamawi
In chapter six, we are introducing the concepts of how to create business from opportunities.
This course provide the students with a conceptual knowledge regarding the essentials for management practices of a technology-based organization, and the evolution of technology. The topics covered in this course would include: • Introduction to the concept of entrepreneurship. • What entrepreneurs do and their importance to economy • How to seize business opportunity; • Know the process of creativity and difference between invention and innovation • Know how innovation is important as a dimension of entrepreneurship • Critical factors in managing technology; including • The Time Factor (Osborn effect) • Technology Push and Market Pull • The S-Curve of Technology • Technology and Product Life Cycle • The Chain Equation of Technology Innovation • Price Knowledge Gape Relation • Difference between Entrepreneurship and Stewardship Management • Difference between technology leader and followers • Competition and Competitiveness Concepts. • The process of the technological innovation; • Who are the customers; and • How to optimize cost and find finance for your projects • Demonstrate the importance of business plan, including the marketing and financial plans and how to prepare it. • Know the structure and management of a technology organization
The document outlines the key elements that should be included in a creative brief for advertising. The creative brief provides direction for creative teams and includes the reason for the advertising, the desired end result or objective, the target market or audience, the communication strategy, rationale for the message, and any mandatory requirements. It gives background on the product and identifies the specific goals that the advertising aims to achieve, such as raising awareness of a new brand or changing perceptions of an existing one.
The document provides tips for constructing an effective advertising message, including:
1) Identify your target customer's most important problem and discuss how your service solves it.
2) Brainstorm catchy marketing messages and headlines that grab attention and convey benefits.
3) Test different messages and headlines to see which generate the best response from customers. Focus on messages that trigger an emotional response and motivate customers to take action.
Presentation given at the Inspire 2009 conference in Bucharest. Originally intended to be titled ´What if there was no TV´, during the preparation we noticed several trends that led us to change the title to Ádvertising is Dead´. Every new technology has a shorter curve from introduction to irritation. It´s time for a new approach, which we call the Attraction Model.
We are available to present at your conference or event too.
Young Marketers Elite 3 Assignment 10.1 - Đình Giang-Ngọc Khánh-Khánh ThyKhanh Nguyên
The document discusses integrated brand communication, outlining key elements like having a single brand communication idea that is executed consistently across channels to meet objectives. It provides examples of how to structure an effective brand brief, including focusing on the target consumer, key message, and approved channels. The document also examines what makes for great creative ideas, such as ones based on insights that attract attention and are intrinsically branded to the core concept.
Young Marketers Elite 3 - Assignment 10.1 - Minh Thông / Đức Hiệp / Thanh AnChu Minh Thông
The creative brief provides guidance for the creative team to develop work that aligns with both the client's objectives and target consumers. It should include key elements such as the background, problem/challenge, objectives, target consumer profile and insights, desired consumer response, and brand positioning. The brief translates the client's business needs into a concise yet inspiring direction for creatives to generate solutions. It aims to define the problem space enough to guide solutions while allowing creative freedom.
This document provides an overview of a marketing workshop covering topics such as defining marketing, branding a business, effective print advertising techniques, and calculating return on investment from advertising. The workshop included tips on how to effectively market a business through branding, advertising, and determining appropriate budgets. Attendees were encouraged to apply techniques discussed like focusing ads on customer benefits and testing promotions to continue growing their business.
The document provides 5 entrepreneurial strategies for making money: 1) Learn how to sell your product or service effectively, 2) Pursue your passion for your business, 3) Believe in the value of your product and don't be afraid to charge accordingly, 4) Track key performance indicators to understand your business success, and 5) Adopt a mindset of failing fast and often to quickly learn and improve through iteration. It also offers 6 months of free business coaching to help readers implement these strategies and increase their cash flow.
Young marketers elite 3 assignment 10.1 - Nhật Minh - Tường Vy - Thanh ThùyChinsu Vuong
The document discusses brand communication and provides examples. It defines brand communication as all the ways a brand interacts with current and potential consumers that influence how they think of the brand. Examples of interactions include advertising, sponsorships, and point-of-purchase materials. A good creative brief is described as guiding the creative agency and reflecting the brand's characteristics to align with its objectives. The Knorr Tet 2016 campaign is summarized as using the message "With mother is with Tet" to build brand love and sales during an important holiday.
This document outlines principles for effective media campaigns, beginning with developing a strong communications strategy rather than just a media strategy. It discusses the importance of insights, committing to core brand messages over time rather than just campaigning, creating deeper engagement, taking inspiration from other categories, using media that influences audiences, and the value of collaboration. Measurement is also highlighted as important for learning what works through both traditional metrics and newer qualitative measures of engagement.
Modern marketing principles featured in mad menRoyaltie Gem
Although the cultural TV juggernaut that is Mad Men has wrapped up, it’s easy to see the mark it’s left on its viewing audience – especially those who work in marketing and advertising today. Even though the show took place decades ago, there were a number of solid lessons and principles showcased that are still relevant for marketing today.
Young Marketers Eliter 3 – Assignment 1.1 - Minh Thông / Phúc Hậu / Văn HiểnChu Minh Thông
The document discusses the evolution of products into brands through trademarks and marketing. It begins by explaining how early manufacturers differentiated their products through names and packaging (trademarks). It then discusses how brands became important with increased choices, information, and time constraints for consumers. Brands make purchase decisions easier by providing promises that products aim to fulfill through marketing. The document provides examples of brands and their promises, and explains how marketing delivers those promises to build consumer awareness, loyalty, and brand love over time.
A Highly Effective Marketing Plan (HEMP) is a process that will dramatically improve your chances of profitably selling more of your products and services. And HEMP will stop you wasting thousands, maybe millions of pounds, dollars, euros or yen on marketing initiatives that should never see the light of day.
Storytelling, A New Brand Imperative. CosmoProf Interview with David Altman,...David Altman
David Altman discusses the importance of storytelling for brands to emotionally connect with consumers. He emphasizes that great storytelling encompasses being immersive, interactive, integrated and initiating action. It is also important for brands to be authentic, clear, simple, differentiated, remarkable and not rely solely on price. Brands should cultivate trust through transparency and welcome consumer involvement in co-creating the brand story.
Young Marketers Elite 3_Assignment 14_Brand Communication Part 5honvongphu
Nhóm cho assignment 14.1 nhé:
Nhóm 1: Phuc Hau + Dinh Giang + Thien Van + Van Hien
Nhóm 2: Ngoc Khanh + Nhat Minh + Ky Vy + Thanh Vy
Nhóm 3: Minh Quang + Duc Hiep + Thanh Thuy + Tuong Vy + Thanh An
Nhóm 4: Truong Liem + Ai Lam + Minh Thong + Khanh Thy + Hong Phong
Tuần này Elite program dành tặng 2 suất dự thính cho các young marketer hoàn tất phần assignment như bên dưới trong 3 slide nội dung PDF gửi về contact@youngmarketers.vn trước 22:00 thứ 5, ngày 12/5:
1 - Thế nào là Brand Idea, Brand Communications Big Idea, Advertising Big Idea? Cho ví dụ trên cùng 1 thương hiệu. (30%)
Câu hỏi dành riêng cho Eliter:
2 - Thế nào Insight Platform? Insight Platform cho Brand Idea, Brand Communications Big Idea, Advertising Big Idea có khác nhau không, nếu khác thì khác nhau như thế nào? Cho ví dụ cụ thể (45%).
3 - Các tiêu chí để đánh giá Advertising Big Idea? Cho ví dụ (25%).
It’s Not Mobile Research, It’s Research In a Mobile World by Bob Yazbeck of G...InsightInnovation
The ubiquity of mobile in our world is undeniable. Yet, why are we holding onto our desktop mentality when research “wants to be freed.” Using a methodological lens, see how factors such as cost, logistics and history are playing into our apprehension about mobile—but, is it legitimate or mere skepticism?
Review the top ten areas of convergence between mobile and market research
Learn how an iterative approach is critical to moving from inertia to impact
See examples of mobile research in motion
The Future of Research: Inspiring, Always on, Anytime-Anywhere, Observing, Pa...InsightInnovation
This document discusses how digital technologies are transforming market research. It outlines the shifts from Web 1.0 to 2.0 to the emerging Web 3.0, and Research 1.0 to 2.0. Research 3.0 is envisioned to be more people-centric, on smaller screens, and more real-world. The document presents an "ecosystem" being developed by eCGlobal to enable next-generation market research through consumer data lockers, a consumer data mart, and collaborative models between consumers, brands and researchers. Examples are given of how this approach has helped clients integrate data sources and visualize insights in new ways.
A Call For A New Collaborative Model by Gayle Fuguitt of the Advertising Rese...InsightInnovation
The document discusses the importance and challenges of collaboration. It defines collaboration as people or organizations working together towards common goals by sharing knowledge. True collaboration requires defining goals, refining approaches, and taking action together. It provides examples of how the ARF (Advertising Research Foundation) facilitates collaboration across the advertising and marketing industry through events, training programs, and bringing different groups together. The overall message is that organizations need to reinvent themselves through bold collaboration by knowing their strengths, choosing complementary partners, and being willing to learn from both successes and failures.
The Future of Research: Always on, Observing, Inspiring, and Co-creating by T...InsightInnovation
O documento discute o uso de uma plataforma online para entender melhor os consumidores modernos. A plataforma recrutaria usuários para participar de atividades temáticas e compartilhar suas opiniões e emoções espontâneas em troca de recompensas virtuais. Os insights gerados na plataforma permitiriam às marcas desenvolverem estudos sobre hábitos, atitudes e níveis de engajamento dos consumidores nas mídias sociais.
One of the most hyped topics in the worlds of marketing, technology, and consumer insights is Big Data. Join our panel of experts for a discussion that's going to clear the hype away. Gain a real perspective on the subject and a better understanding of what Big Data can deliver today.
Michael Wolfe, Bottom Line Analytics
David Johnson, Decooda
Greg Pharo, AT&T
David Weinberger, Customer Centric Strategy
Our distinguished panelists offer clear views on:
The business drivers and ROI of Big Data investment
Actual use cases, success stories, and who’s doing it today
The role of analytics in turning big data into insights
Market Research for the Future by Gregg Archibald of Gen2 Advisors - Presente...InsightInnovation
1) The document discusses new approaches to market research, drug development, and understanding drug interactions. It notes that insights from data can provide courage to make changes.
2) It describes using crowdsourcing methods like online games to help analyze complex protein folding, as well as analyzing physician notes and adverse drug reports to better understand drug interactions.
3) The document advocates adapting traditional hypothesis-driven research methods to incorporate more data exploration, listening to customers, and gaining insights from large user networks to inform decisions.
[Webinar] The Internet of Things and the Coming Data DelugeInsightInnovation
"The Internet of Things" was one of the hottest topics in 2014, and is set to grow even faster this year, as we move to a world where the internet isn't just about connecting computers, but is now connecting all of the everyday devices that we use.
This document provides guidance for pathology lab examinations and reports. It outlines that an autopsy examines a body to determine cause of death, while a biopsy examines living tissue to establish a diagnosis. When describing findings, one should be concise, grammatically correct, anatomically precise, and avoid interpretation or comparisons. Key points to describe include tissue, number, distribution, shape, color, size, pattern, consistency, and special features. Descriptions should be based on careful observation and avoid using terms like "lesion." Diagnoses may specify severity, duration, distribution, and nature of any inflammation, degeneration, or neoplasia. Special stains can help identify cell types and intracellular/extracellular materials.
The world has changed, but marketing is still applying the principles I learned in business school. This needs to change and this presentation is an "open source" call to help achieve this change.
I have given it on April 23, 2009 in Helsinki at the F Word event. It is an unfinished piece of work in which we don't have all the answers either. So I invite you to join us at www.futurelab.net to help make it better.
Positioning and branding a small businessSameer Mathur
The document provides guidelines for small businesses to build their brands on a limited budget. It recommends focusing on one or two strong brands based on key associations and employing a consistent set of integrated brand elements. Building a loyal brand community through buzz and leveraging secondary associations can help small businesses effectively market with limited resources. Credits and sources are provided for the images used.
Big Data, Mobile, & 80 Seconds by Rolfe Swinton of RealityMine - Presented at...InsightInnovation
This document discusses big data and the landscape of big data. It outlines 5 key principles for working with big data: start with the specific problem or question to address; bring all relevant data together in one place; be prepared for surprising insights from the data that require changing questions; the faster data can be analyzed the more predictive value it provides; and understand why the available data exists. It then provides examples of how a company called RealityMine applies these principles through consumer behavioral analytics to help clients address problems like increasing sales and identifying new opportunities.
This is a short presentation into the world of startups inspired from several startups journeys. The essence is the notion of how bad ideas could be the starting point for great startups and how to proceed with the bad idea
Allocadia Webinar - How Pitney Bowes Got to Marketing ROI by Starting with th...Allocadia Software
Every year, a top priority for marketers is the ability to measure ROI, but the reality is very few marketing organizations actually produce quality ROI insights. Creating valuable advanced measurements is hard.
This webinar covered how Pitney Bowes, a $3.5B global company, leveraged technology to take control of their marketing investments and gain the confidence of their finance department. They then successfully married investments and returns to create three layers of ROI insights across their entire marketing organization.
Allison Smith Terrey, Vice President of Marketing Operations & Analytics, and Anna Alexander, Manager of Marketing Budget Systems, walk you through the story of how savvy choices around technology and data and gaining executive buy-in helped transform corporate marketing operations into a trusted advisor across the company.
Loyalty 3.0: How to Revolutionize Customer Engagement with Big Data and Gamif...InsightInnovation
Learn the secret to using big data and gamification to motivate, engage, and engender true loyalty among your customers, employees, and partners.
As our lives move online and nearly everything we do is being mediated by technology, all of our activity is generating reams of data – we are all “walking data generators.” Loyalty 3.0 reveals how to combine this “big data” with the latest understanding of human motivation to power gamification – the data-driven motivational techniques used by game designers to stimulate engagement, participation, and activity. With this potent combination, businesses now have a powerful engine for creating true loyalty among their customers and for generating a sustainable competitive advantage in their markets.
Consumer trends and the way they affect retailAlain Thys
This Slideshare focuses on some of the key consumer trends in the market and the way customer-centric retailers can adapt to them. It is a compilation of presentations Alain Thys gave to groups of retailers in Vilnius (Nov 2013) and Tallinn (March 2014).
Upfront Thinking to Design a Better Lab Scale DoEplaced1
Presentation Given at AIChE 2009 and the Dynochem User meeting. Discussion on using mechanistic modeling to support DoE investigations and QbD initiatives for single reaction steps.
How can marketers assess their ROI of marketing expenditures?Sameer Mathur
Marketers can assess their return on investment (ROI) from marketing expenditures by using marketing matrices, marketing-mix modelling, and marketing dashboards. Marketing matrices allow companies to solve unique problems, marketing-mix modelling analyzes data to see how each marketing element influences outcomes, and marketing dashboards provide customer and stakeholder performance metrics.
This document discusses how to measure the return on investment of marketing campaigns using Hubspot's analytics and reporting tools. It provides examples of key metrics to analyze for different marketing channels like the blog, landing pages, email, and social media. These include metrics like visitor-to-lead conversion rate, contacts by persona, click-through rate, and benchmark social media data. The document also recommends next steps like investing more in the highest performing channels and replicating successful content.
Management manual for a start up entrepreneur - managing teams and leading ne...Charles Pozzo di Borgo
It is a SIMPLE Down-to-Earth Working manual for an entrepreneur-to-be – from foundation to expansion (maturity= business as usual)
For different stages: Things and issues to be tackled, agreements, problem identification, critical capabilities needed in different stages, how to secure those capabilities are available, milestones and way of acting with them…
KEEP the main focus on organisational development and management practices (our course topic)
My own version of BRL (Business Readiness Level –”thermometer”)
Like a good manual – it has a structure and content pages that lead quickly to the right topic area when your customer ”holder of the manual” has a problem in their hands
Online reputation management is important for businesses. A company's online reputation is based on how online communities perceive the brand through what people say about the company and how their messages and acts are received. It is important for companies to monitor their online reputation, know how to address any negativity, and proactively protect and engage in conversations about their brand online. Consumers, employees, business partners, and others online influence a company's reputation, so companies must care about their online presence and reputation to attract customers, employees, and partners. Social media marketing involves engaging online communities, focusing on consumers, and creating emotional relationships between brands and customers to sell products and create value.
Social media manager presentation facebookMontyMoran
This document discusses social media marketing strategies for small to mid-size businesses. It begins by introducing the speaker and their experience in marketing and business ownership. It then contrasts old marketing funnel approaches like television, radio, and print advertising with new approaches using social media platforms. Specifically, it recommends setting up business pages on Facebook, Twitter, YouTube, Google Places, and Yahoo Local and integrating them to generate word-of-mouth referrals through online recommendations and reviews. It offers to set up a basic social media marketing plan across these five platforms for $247.
This document discusses a marketing strategy session for Futurelab. It introduces Futurelab as a business strategist focused on customers, innovation and profit. It discusses how traditional marketing is broken and advocates for a human-centric approach focused on relevance, engagement and building reputation through recommendations. It provides examples of how to create engaging experiences through gaming and social media to build meaningful relationships with customers.
Customer Centric Retail Innovation - Bucharest May 29, 2008Alain Thys
The document discusses customer-centric retail innovation and provides five steps to achieve it:
1. Take the customer perspective by understanding their journey and needs.
2. Get to know customers' emotions and what really matters to them.
3. Focus innovation efforts on areas that have the most customer engagement and emotional involvement.
4. Ensure employees understand and are aligned with the customer-centric strategy.
5. Start implementing customer-centric innovations while continuing to learn from customers.
The document discusses reasons why strategic marketing often fails, referred to as "tragic marketing". The main reasons identified are lack of expertise, lack of customer focus, inability to respond to changes in the marketing environment, lack of support from other departments, and lack of involvement from different levels of the organization in developing the strategic marketing plan. The document emphasizes the importance of having a strategic marketing plan that is coordinated, integrated, focuses on customers, and involves representatives from all departments.
The 2020 Content Marketing Imperative Beyond the Buzz & Into RealityKntnt
The document discusses how marketing and content marketing has evolved significantly in recent years. Specifically, it notes that (1) customer relationships and expectations have changed, demanding more personalized experiences, (2) the democratization of publishing has empowered consumers, and (3) marketing must become a strategic differentiator for businesses by focusing on creating value rather than just describing it. It argues that effective content marketing requires having a clear strategy and integrating content creation as a core competency, on par with product development.
Vision Works is an innovative marketing agency that helps businesses promote their messages through movies. They developed this passive but powerful advertising medium in 2007. They challenge barriers to business success by helping marketers become more effective, innovators identify opportunities, and CEOs connect with customers. Their approach focuses on making "vision work movies" instead of writing reports or using elaborate processes.
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
Inside Every Creative there's a hidden Marketing Guerrilla - PPTMohit Pachauri
Guerrilla marketing focuses on low-cost unconventional tactics to reach a large audience. While effective for small businesses, these tactics carry more risks for large companies. In 2007, an LCD advertisement in Boston resembling a cartoon bomb led to a security scare. Experts say guerrilla marketing should be "unauthorized and disruptive" while also being "sticky." Large companies can still use these tactics if they learn from failures, such as when Coca-Cola's "happiness machine" video on YouTube won awards after initial viewers. For small businesses, guerrilla marketing is effective if executed well by inspiring audiences with low costs.
The traditional sales models of "order taker", "consultative sales", and "hunter-farmer" are not well-suited for today's technology industry given increased information sharing through social media. The author proposes tweaks to the "hunter-farmer" model to better address this changing environment, including having hunters work more closely with marketing to leverage available prospect data, focusing farmers on retaining existing customers through expanded relationship mapping, and having the C-suite take a more active role in pursuing large deals. The updated model aims to enhance short-term revenue impact and long-term strategic impact.
We looked at advice and wisdom by industry thoughts leaders and marketing experts, shared in the form of inspiring quotes to help you focus on what you can do to improve customer experience (a growing priority) for a better tomorrow.
The document provides a collection of quotes from industry leaders on improving customer experience. It notes that marketers have busy lives juggling many responsibilities. The quotes are intended to help marketers focus on improving customer experience, which is a growing priority. Examples of key insights from the quotes include: putting customers first, empathizing with their needs, making the customer experience seamless across channels, focusing on employee experience to ensure great customer service, and continuously innovating to keep up with changing customer expectations.
Presentation of Guy Kawasaki\'s "The Art of The Start" to LA2M, plus thought on current entrepreneurial opportunities in marketing. 3 Feb 2010
This document discusses challenges facing the advertising industry and potential remedies. It identifies 7 client needs that many agencies ignore and 3 areas where agencies are out of sync with clients. It also outlines 4 gaps in agency authenticity. The document then proposes 12 remedies for agencies to better serve clients and lists 10 potential new agency models for the future.
This document outlines Futurelab's approach to helping clients attract customers through relevance, reputation, and engagement rather than traditional advertising. It discusses how advertising is becoming less effective as people tune it out. Futurelab advocates focusing on insight, content, and recommendations to build relevance; listening to build reputation; and funnels, content, and recommendations to drive engagement. The overall goal is to use the "Attraction Model" of relevance, reputation and engagement to connect businesses to customers in new ways.
This is a Futurelab Action Guide I wrote up on the topic of customer centricity.
Before you criticise the small fonts: it's designed for use on a small/computer screen only :-)
5 ancient orthodoxies that still shape the way we work todayAlain Thys
I’ve always been fascinated by orthodoxies. The things we take for granted without knowing where they come from. When I recently worked on a new office experience, they were a topic of daily conversation.
So I compiled a few of the main ones we encountered in this mini-presentation. They're fun to know about, and I leave it up to you to decide which ones are still valid today.
This presentation discusses how technology will influence customers in the leisure industry from 2017-2020. It begins by outlining several emerging technologies like AI, robotics, VR/AR. It then explores how customers desire empathy, have ever-changing standards, and want just enough technology. The presentation argues organizations must prepare for the next digital wave by learning about new technologies, balancing efficiency and humanity, and acting to focus on what matters to customers. The leisure experience has become digital, and this time represents an opportunity for organizations.
The document discusses breaking orthodoxies around innovation. It argues that traditional approaches to innovation focused on mass production are no longer effective given today's environment of abundance. It recommends that companies innovate less but with more meaning by focusing on enhancing customer relationships. A 5-step process is outlined to transform innovation efforts, including listening to customers, broadening the innovation horizon, involving employees, ensuring initiatives are properly evaluated, and focusing on market experiences that strengthen relationships.
3D Printing & Retail
The document discusses the emerging trend of 3D printing and its implications for retail. It notes that 3D printing is moving beyond science fiction into applications like customized phone cases, medical devices, and even food. Retailers may see consumers designing their own products instead of buying pre-packaged items off the shelf. The document suggests retailers will need to explore new business models involving both mass production and on-site 3D printing to meet consumer demand for personalized products. It recommends companies update their knowledge of 3D printing, start discussions about long-term strategy, and conduct experiments to learn how this trend might impact their business.
This is a presentation I gave at the Fred Reichheld NPS Masterclass which took place on May 10, 2012 in Breda.
The presentation is part of a series on customer-centricity, which is linked to my recent book "So You Want To Be Customer-Centric?"
From Sales Promotions to Sales PromotersAlain Thys
This speech I gave in Bucharest makes a case for consumer brands to reduce the weight of ’sales promotions’ in their marketing plan. Instead, I call for an increased focus on delighting consumers to the point that they become "sales promoter" for the brand.
Storytelling and TV Advertising (No Story, No Glory)Alain Thys
The document discusses 5 suggestions for improving storytelling in advertising: 1) Take your time and don't limit stories to 30 seconds, 2) Consider the context of the audience and programming, 3) Ensure ads are meaningful to audiences rather than just seeking reach, 4) Invite audiences to give their undivided attention rather than interrupting them, and 5) Use transmedia planning to engage audiences across multiple platforms and drive conversations. The overall message is that brands and agencies need to adopt more sophisticated storytelling techniques that treat audiences as partners rather than interruptions.
There is a disconnect between what brands want and agencies deliver. Download the FREE 40 page report Reconsidering the Advertising Industry and learn how agencies can bridge this gap (go to: http://tinyurl.com/55cs9o)
The document discusses the rapidly growing retail market in Romania. It notes that many international retailers are entering the Romanian market and establishing stores across the country. However, local retailers still dominate some sectors like grocery, pharmacies, and furniture. The document predicts that within 5 years, Romania will experience 20 years' worth of retail revolution as international chains expand their presence and competition increases. It advises retailers to innovate and adapt international concepts to local needs to succeed in this changing marketplace.
The document discusses 8 thoughts on future trends and challenges for businesses in 2008 from the Future Lab blog. It questions whether brands will focus on delighting customers or perpetuate mediocrity, if companies will embrace open innovation or try to process their way out of failures, and if marketing will regain influence through accountability or be relegated due to automation. It also discusses challenges around mass customization, using games and virtual worlds, luxury brands facing slower growth in China, European firms overcoming costs through innovation, and finding profitable business models to help the poor.
Marketing Challenge: Can We Profit From Povery?Alain Thys
I made this presentation as a call to action for marketers to get involved in the fight against poverty. Not by "donating more" (though this never hurts) yet by helping to figure out business models which makes it possible to do good and make money. Imho this is the only way "serious money" will go to poverty alleviation.
As marketing is considered by many to be a dishonerable profession, I wanted to make a start with a "Code of Honour" that helps restore the respect for the profession
This is a presentation I gave Nov 29 at the Marketing3 conference at Media Plaza in the Netherlands. A big thank you to Lynette Webb who's visual posts and pictures have provided inspiration for quite a few of the slides.
The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
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Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
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popular canines. The French Bulldog is the new top dog in the
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Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
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This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
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1. Marketing 3: On Accountability Alain Thys (http://blog.futurelab.net) FUTURE LAB Feel free to re-use or mash-up this presentation under Creative Commons 2.0 license (non-commercial, attribution)
2. FUTURE LAB Alain Thys: Jekyll or Hyde ? As a retailer/VC/entrepreneur: Double digit ROI As a marketer: Close to € 100,000,000 spent to date, and very little to show for it
3. If you think marketers have an image problem FUTURE LAB
4. What People Think of Marketers Don’t shoot the messenger FUTURE LAB
5. Marketers are faddish, irresponsible, … don’t think like business people … more akin to a recalcitrant child … McKinsey & Company, CEO/CMO Survey, 2005 FUTURE LAB
6. The average tenure of CMOs in consumer markets is 23, 15 or 12 months . FUTURE LAB
7. FUTURE LAB Too many marketers have become so specialised that they don’t think in terms of the company’s big picture. Philip Kotler
8. Marketers are frivolous and difficult to approach Australian Society of Certified Public Accountants FUTURE LAB
9. Cranfield University Withhold research Take credit for other’s work Lack structure Are always in meetings Work from 10 to 4 Have long lunches Unaccountable, untouchable Seek quick promotions Churn Care about cars, stats and lunch Use jargon Slippery Expensive FUTURE LAB
10. "We can't compete on price. We also can't compete on quality, features or service. That leaves fraud, which I'd like you to call marketing." Dilbert’s Boss cc 3.0, Megaqwerty FUTURE LAB
18. FUTURE LAB In spite of all “insights” and research, 95% of consumer products introductions and innovations fail to reach their ROI targets How do you make a difference to someone who has infinite choice?
20. FUTURE LAB 60% of sensory experience of drinking espresso comes from the retail environment (and you lose it when you go home)
21. The Experience IS the Product Insight Insight Insight Insight Insight Acting on Insight in emotions, rationalisations and choice drivers at every step of the experience. FUTURE LAB Insight Product « Best Practice » is Insufficient
35. We show that we value our customers by serving them well, putting their needs and interests at the center of everything we do. (from the AOL mission statement) FUTURE LAB http://www.youtube.com/watch?v=xaaAYVUWP0I
36. Companies break their promises every single day. Does your business keep yours? FUTURE LAB
38. But I’m just a marketer That is not my department … FUTURE LAB
39. YES IT IS … Your brand communicates every time it touches a customer. As a marketer you need to manage this communication. This makes you responsible for each “ moment of truth” FUTURE LAB
40. Source: DAVIS S., LONGORIA T., “Harmonising Your Touchpoints”, Brand Packaging, Jan/Feb 2003 Consider Each Moment of Truth as a Brand Expression FUTURE LAB
41. In a million channel world, brands whose consumers tell the best stories, win EXPERIENCES - EMOTIONS - STORIES
44. A Reminder from Tom FUTURE LAB http://www.youtube.com/watch?v=9MaKHxsGZ-A
45.
46. MEASURE & PREDICT Case: Indian Tea company, Greek Telco. A Structural Answer: Multivariate and Agent Based Modeling FUTURE LAB AGENT BASED MODELING Case: US Packaged Consumer Goods Company
47. Preference Purchase Repurchase Loyalty Advocacy Pragmatism: Focus your money where it matters IMPACT Average Media Consumption by Week (Europe), 2005 Source: Nielsen Interactive Europe, 2005
51. 90% of businesses are unable to execute the strategy they have on paper 70% of businesses project performance they will never attain Houston, we have a problem Source: Axon, L. Learning to lead: How Companies Grow Profits by Growing Leaders, Sept 22,2004 Source: Norton, D. Aligning your Strategy to the Customer Value Proposition, 13/9/2005
52. Source: Norton, D. Aligning your Strategy to the Customer Value Proposition, 13/9/2005 Only 5% of the workforce understands what the strategy is
53. FUTURE LAB THE MOMENT OF TRUTH Your brand communicates every time it touches a customer. As a marketer you need to manage this communication. This makes you responsible for each “ moment of truth”