5 elements for marketers to create a movement

Creating a MovementJeff Schaeffler / Director of Strategy / Cossette

September 23 / 2010

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@JSchaeffler

move·ment

move·ment

trend - a series of organized activities working toward an objective.

BIG move·ment

small move·ment

REALLY supportive

It’s Good supportive

how do you create a move·ment?

1.

define one big idea

simple

2.

get people to care

2.a

association

2.b

self interest

2.c

identity

consider what is happening around

them

3.

identify people to start the movement

“We are experiencing the beginning of a new era of culture,

created bottom up by the many, not top down by the few.

Active consumers are different. If they aren't involved, they aren't interested.”

4.

ignite the movement

give people something to talk

about

provide more and more reasons to talk about your

brand

5.

measure + adapt

measurement tools

Starting a MovementSummary

a credible idea makes people

believe

an emotional idea gets people to

care

the right story can get people to act

the end.

@JSchaeffler

Creating a MovementJeff Schaeffler / Director of Strategy / Cossette

September 23 / 2010