A good introduction to demand creation--this presentation was prepared and presented for the 2010 Bridge Conference held in Washington, DC on July 27, 2010.

1. Creating the want --------------------------------------------VP, Association/nonprofit practice Suzanne carawan Unlocking the Secrets to Demand Creation

2. Common Starting Points What is it that I want people to do? What’s the marketing plan? What are we offering? How do we communicate? When do we need to get X out by? How much $$$ do we need? How much $$$ do we have?

3. Demand Creation Starting Points What is it that I want people to do? Who are the people that we are targeting? Do I know everything I can know about them? What is the pain that I am solving? What is the added benefit to their life that I am bringing? With which emotion do I need to connect in order to elicit the response that I seek?

4. Basics of Demand Creation Create a promise that only you can fulfill Connect with deeper level (subconscious or conscious) need or feeling Energize the feeling Reward the right choice, ignore the incorrect choice Manage supply/demand of the remedy

5. Creating the Promise Define the Promise that You can Fulfill: Make you rich, beautiful, thin, smart, loved Make you a top professional Make you a good person Make you an expert Make you a leader Make you part of a legend, team, culture, legacy  Make you desired

6. Connect with Deeper Feelings Insecurities Ego Growth/Boredom Change/Contribution Idealism

7. Energize the Feeling: Creating the Want Amplify and empower the feeling—let it grow Powerful images Stories Music Lighting Time/Sequence How Much/How Little

8. How Demand Marketers Put Want into Action 1) Define & Message the Audience(s): Take the time to really segment Take the time to message each segment Take the time to create a marketing strategy for each segment Take the time to take baseline and periodic measurements Fight the pressure to use mass marketing now it is about influence marketing

9. Manage Supply/Demand of the Remedy Availability Only sell in 30 day periods Can only have one at a time Only see a certain amount of time each visit Example: NBC’s Must See TV Thursdays Premiums Periodicity Only offered at certain time periods Example: Disney Movie Releases on DVD Annual Awards

10. User Environment Content & Content Structure Language: Tone, Formality, Visual: Color, Texture, Spatial Arrangement, Imagery, Use of Light, Typography Smell Touch User Interaction Model User flow User activity options Relationships New vs. familiar vs. shocking What Makes for an Engaging Experience?

11. Techniques for Making X Engaging Creating Warmth Creating Awareness Inciting New Inquiry Inciting Action Driving New Revenue Creating Want

12. Reward the Right Choice Offer praise, recognition Publicly promote the person who’s made the choice; endorsements Celebrate!

13. How Demand Marketers Do It

14. Go-to-Market Strategy 1) The overarching strategy that defines: Who you are targeting Estimated opportunity How you will reach them What it is that you are offering How it is that you will hook them When you will see the ROI

15. How Demand Marketers Put Want into Action 2) Select the right integrated marketing mix that continues to build the demand through as many senses as possible: Direct & email In-person and virtual events Twitter, Facebook and LinkedIn Widgets and Websites Content: articles, papers, etc Videos & Photos Testimonials

16. How Demand Marketers Put Want into Action 3) Decide the Timing: -How fast, how slow -How much to reveal -When to reward -When to touch again

17. How Demand Marketers Put Want into Action 4) Create the environment for communication and the actual communication content: -message -tone-lighting -music -packaging -velocity

18. How Demand Marketers Put Want into Action 5) Decide the Reward -Gift? -Recognition? -Event? -Volunteer? -Award? -Insight?

19. Examples of Demand Creation

20. Creating Warmth Tip!Periodicity works very well by creating dependence

21. Creating Warmth Tip! Everyone needs a break from reality. Create demand through whimsy, humor, relief from the grind. Tip!Highlighted content that is vetted is more desirable!

22. Creating Awareness Tip! Create demand through offering information in chunks: parts, series, chapters, installments. Think mini-series!

23. Creating Awareness: Program Matching Tip! You can rarely go wrong with images of children or animals

24. Creating Awareness Tip!Adding the label “Essentials” is a great way to get attention! Same is true for “Most Popular”, “Must Haves”, & “Most Recommended”

25. Inciting New Inquiry

26. Inciting New Inquiry

27. Inciting Inquiry

28. Incite Action

29. Inciting Action

30. Creating Want

31. Creating Want

32. Creating Interactivity

33. Interactive Widget: Tell the Story

34. Interaction: The Cove

35. Interaction: The Cove

36. Interaction: The Cove

37. Interaction: The Cove

38. Interactive Widget: Video & Donate

39. Creating Engaging Communities

40. Right Ingredients, Right Recipe Talk to the right people in the right way using the right tools Leads to real conversation and energy exchange Energy exchange leaves an impression Impressions create memories Memories ask to be revisited User returns to test memory Same experience? User will return & likely to tell others

41. Engaging Communities

42. Engaging Communities

43. Engaging Communities

44. Engaging Communities

45. Interactive Workshop:Collaborative Demand Creation

46. Go-to-Market Strategy

47. How Demand Marketers Put Want into Action

48. How Demand Marketers Put Want into Action

49. How Demand Marketers Put Want into Action

50. How Demand Marketers Put Want into Action

51. Demand Creation Summary Define the purpose and emotional connection Outline your go-to-market (GTM) plan Execute your GTM plan

52. Contact Information Suzanne Carawan scarawan@etouches.com 703.431.2208 Twitter: suzannecarawan LinkedIn: /suzannecarawan Facebook: /suzannecarawan