jci presentation jmk 140912

WE MAKE THEM TALK ABOUT YOU

Rocket science is easy

Sour

ce: G

ary

Lars

on

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Source: TED, Derek Sivers

WE MAKE THEM TALK ABOUT YOU

A few simple rules...

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1. Know your target group

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Best / worst actress 2009

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2. Get the language right

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3. This is not a test market

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Source: Clayton Christensenhttp://www.youtube.com/watch?v=s9nbTB33hbg

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4. Know the competition

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5. Package it right

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The right appearance raises a product’s value.

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The wrong appearance lowers a product’s value.

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crowdteam

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6. Understand cultural context

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House?

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7. Visualize and explain

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If possible, people will misunderstand what you said.

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Misunderstanding?In the average company...

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only 37% understand what the company is trying to achieve

Source: Stephen Covey, The 8th Habit

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only 20% are enthusiastic about it

Source: Stephen Covey, The 8th Habit

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only 20 percent felt they made a difference

Source: Stephen Covey, The 8th Habit

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only 15% felt empowered

Source: Stephen Covey, The 8th Habit

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only 1 in 5 fully trusted who they work for

Source: Stephen Covey, The 8th Habit

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If this company was a football team...

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Only 4 of 11 players would know which goal is theirs

Only 2 of 11 would even care

Only 2 of 11 would know what position they play and exactly what they have to do

All but 2 players would be competing against their own team

Only 2 would listen to the manager

Source: Stephen Covey, The 8th Habit

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executionplan execution

WE MAKE THEM TALK ABOUT YOU

Your need to sell,won’t make anyone buy!

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The purchasing decision depends on the customer’s needs.

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What I can afford to buy

What I’d like to buy

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Brands make people want to buy.

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If you like something, you will forgive its shortcomings.

If you like something, you will forgive its shortcomings.

WE MAKE THEM TALK ABOUT YOU

What’s going on? Context

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The recession was the best thing that ever happened to the Baltic.

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Efficiency gains. But will they last?

2008 2012

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It helped focus consumers, companies and government.

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The recession has made people both price and quality sensitive. Finally it is understood that you DO get WHAT you pay for.

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Quality actually sells.

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Consumer confidence is picking up. Those that can afford to, are spending again.

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Western consumers already are where we are just getting to.

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me

stuff

status

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me

stuff society

values

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Corporate social responsibility is a real issue, instead of just a buzz word.

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Listening has never been easy. But now there are icebergs ahead.

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PRODUCT

CONSUMER

“We tell you why you need it”

CONSUMER

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PRODUCT

CONSUMER

“Thank you for your feedback”

CONSUMER

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PRODUCT

CONSUMER

“Let’s be social (about the product)”

CONSUMER

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PRODUCT

CONSUMER

“Look what I bought”

CONSUMER

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Social media requires a real plan. Not just initiative.

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Facebook I like donuts

Twitter I’m eating a #donut

Foursquare This is where I eat donuts

Instagram Here’s a vintage photo of my donut

YouTube Watch me eating a donut

LinkedIn My skills include donut eating

Pinterest Here’s a donut recipe

Spotify I’m now listening to “Donuts”

Google+ I’m a Google employee who eats donuts

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Half the population is on Facebook.If you screw up here, it will come back to quote you.

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Monitor and measure everything. ROI is (French for) King.

WE MAKE THEM TALK ABOUT YOU

Instructions? It’s complicated!

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knowledge

pro customer

context

solution

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WE MAKE THEM TALK ABOUT YOU

Thank You!

J.Margus Klaarjmk@thebrandmanual.com