ap summit: product packaging

Product Packaging

‘People read

approximately seven

words in a single

shopping trip’

everything else relies on

your product packaging.

Product Packaging

what is our product?

who wants to buy it?

how can w e sell it to them?

what is our product? D E V E L O P E N T R E P R E N E U R I A L A N D R E S P O N S I B L E L E A D E R S H I P B Y

C R E A T I N G D I R E C T P O S I T I V E I M PA C T T H R O U G H A N I N T E R N A T I O N A L V O L U N T E E R E X P E R I E N C E .

who wants to buy it?

Understand who your customer is - so you

can create value rather than annoy them.

but also consider - who is the ‘right’ customer?

Value Proposition DesignerUnderstanding your customer

Do you have this for your entity?

Value Proposition DesignerDefining our product


Product + Customer


Do you understand your market?

Who bought your product last summer? What Marketing Channels w ere effective in our last recruitment? When I break down the timing of applications forms when are the most effective analyses? Which countries have a

matched w ith over a 2-3 period? Who are our key LC country partners? Who are our key LC-LC partnerships?

Questions you should be asking:

DO YOU HAVE THIS DATA?

oGCDP SAMPLE

EP DemographyUniversity

9%11%

12%

31%

38%UNDIPABCUNSWJakartaUI

EP DemographyYear of Study

9%11%

12%

31%

38%1st Year2nd Year3rd Year4th Year5th Year and Above

EP DemographyFaculty

9%11%

12%

31%

38%EconomicsAgricultureHealthScienceLaw

Marketing Channel Breakdown

7%8%

10%

11%

29%

35%

Facebook Website Open Booth Information SessionORS Local Y2B Local Event Word of Mouth

Marketing Channel T imeline

0

25

50

75

100

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16

Marketing Channel T imeline

0

25

50

75

100


Please outline the peaks and what were the main

marketing activities that supported them.

Raising T imeline

0

25

50

75

100


Matching T imeline

0

25

50

75

100


Matching Data

oGCDP Matching Rate for each Sub-product:

Literacy: Cultural Education: Off-Peak:

oGCDP Raising Rate for each Sub-product:


University Ranking in Education.

Total oGCDP Matches for each Sub-product:


Total oGCDP Raises for each Sub-product:


Two-Year Match ComparisonRussia

Poland

Czech

Italy

Slovakia

India

Taiwan

MoC

Cambodia

Thailand

Malaysia

Phillipines

Vietnam

0 2.5 5 7.5 104

67

80

13

25

810

22

87

64

79

43

76

510

5

Key Countries

Countries Local Committee 2012 2013

PolandPoznan 5 10

Wroclaw UE 2 1

CzechABC 4 2

DEF 5 3

India

Delhi IIT 20 10

Delhi University 10 2

Mumbai 5 10

Taiwan

NYSUS 2 4

NTPU 3 2

NTU 4 2

oGCDP SAMPLE

time availability

Who is the ‘Right’ EP?Academic or work

experience

skills and languages

interests and

motivations

Defined by MARK:

Trends in background

ORS Analytics

Defined by oGCDP: TN Profile

NPS Comments LC Partnership

Agreement Previous RE EPs

year of study

faculty

class

Know ing who is the right customer

minimum promise

Who is the ‘Right’ TN?

market/issues

accountability towards

leadership

social impact model

Know ing who is the right customer

PRODUCT CUSTOMER

FLOW

Product Customer FlowSo w e can ensure that w e are doing

marketing in a SMART way.

UNDERSTAND

-------- FOCUS

UNDERSTAND

-------- FOCUS

CUSTOMISE

ATTRACT --------

CONVERT -------- CLOSE!

DELIGHT

---------------------SHOWCASE

PRODUCT EVOLUTION! CUSTOMER FLOW!

1! 2! 3! 4!

UNDERSTAND

-------- FOCUS

UNDERSTAND

-------- FOCUS

CUSTOMISE

ATTRACT --------


DELIGHT

---------------------SHOWCASE


1! 2! 3! 4!

Understand Understand internal and external reality based on historical

data Focus

Select Main Target Markets (Based on

Issue [GCDP])

Customise Evolve product

value and packaging based

on this.

Attract: Engage target audience and position product in channels

Convert: The people you have engaged are directed by a ‘call to action’

towards signing up as a potential customer.

Close: Now you have people that

have expressed interest (leads) now you need to ensure they

are selected and raised.

Delight: Ensure Customer

Experience Management Showcase:

Use the stories and insights during the

AIESEC experiences to showcase and

attract more customers to AIESEC.

UNDERSTANDFOCUS

AND

WHAT ARE YOUR GOALS?

have you broken down the goals per: - Where? - How? - When? - Who?

UNDERSTAND

-------- FOCUS

UNDERSTAND

-------- FOCUS

CUSTOMISE

ATTRACT --------


DELIGHT

---------------------SHOWCASE


1! 2! 3! 4!

1Goal Using Backwards planning, Set Goals based on issues

APPLY SIGN UP

ONLINE

OFFLINE

# of literacy # of cultural understanding

APPLY MEETINGS CALLS

UNDERSTAND

-------- FOCUS

UNDERSTAND

-------- FOCUS

CUSTOMISE

ATTRACT --------


DELIGHT

---------------------SHOWCASE


1! 2! 3! 4!

2 Target Based on the data, who is your target market?

CUSTOMISEfood for thought

3Channel Based on the data, how and when can you reach your target more effectively?

UNDERSTAND

-------- FOCUS

UNDERSTAND

-------- FOCUS

CUSTOMISE

ATTRACT --------


DELIGHT

---------------------SHOWCASE


1! 2! 3! 4!

Local EwA Event Word of Mouth Offline vs. Online Marketingwhat is the

conversion from attendees to

raise?

how are you incentivising this

for TMP/EP Returnees to

capitalise off it?

which targets respond better to which type of marketing?

Or should it be both?

For iGCDP: what are the channels you can use to reach your ideal TN Taker

GIS influence Data - revolution

4Message how does your message align with what your target wants/needs?

UNDERSTAND

-------- FOCUS

UNDERSTAND

-------- FOCUS

CUSTOMISE

ATTRACT --------


DELIGHT

---------------------SHOWCASE


1! 2! 3! 4!

What is your Main Message? Customised Message for Channel

How does it align with your Target Audience?

How does it align with the channel?

eg. In Facebook, content is attractive and simple

UNDERSTAND

-------- FOCUS

UNDERSTAND

-------- FOCUS

CUSTOMISE

ATTRACT --------


DELIGHT

---------------------SHOWCASE


1! 2! 3! 4!

Is your marketing and goals aligned with your Supply & Demand Analysis?

1Does your backward planning represent the supply and demand analysis?

APPLYMATCHREALISE SIGN UP

# of literacy from (insert entity) # of cultural understanding from which entity

# of literacy from (insert entity) # of cultural understanding from which entity

ATTRACT CONVERT

CLOSE

RAISEDIN

REVIEWIN

PROGRESSOPEN LEAD

UNDERSTAND

-------- FOCUS

UNDERSTAND

-------- FOCUS

CUSTOMISE

ATTRACT --------


DELIGHT

---------------------SHOWCASE


1! 2! 3! 4!

The Conversion Phases

Stranger Visitor Lead Customer Promoter

RAISEDIN REVIEWIN

PROGRESSOPEN LEAD

ATTRACT --------


DELIGHT

---------------------SHOWCASE

CUSTOMER FLOW!

2 3! 4!



what does this mean?!

UNDERSTAND

-------- FOCUS

UNDERSTAND

-------- FOCUS

CUSTOMISE

ATTRACT --------


DELIGHT

---------------------SHOWCASE


1! 2! 3! 4!


This is what we as a company/entity need to do in order to get:

in other words. . .

but how to track it?

APPLYIN

REVIEWIN

PROGRESSOPEN LEAD

The Conversion Phases# # # #


STRANGER

someone who has not heard of AIESEC.

Visitor

someone who visits AIESEC website or Open Booth etc.

LEAD

someone who registers their information or applies for an ELD program.

Customer

someone takes an ELD program

promoter

loyal enthusiast who will keep buying and refer others.

RAISEDIN REVIEWIN

PROGRESSOPEN LEAD

ATTRACT --------


DELIGHT

---------------------SHOWCASE

CUSTOMER FLOW!

2 3! 4!



make sense?:)

what is the key objectives at the end of each

stage to address your customer needs?

What do i need to work on?

What am i currently missing?

now what?

let’s put it together.so far w e should have:

1. Data Analysis for GCDP

2. The ‘Right’ EP/TN Profile 3. GOAL, TARGET, CHANNEL AND

MESSAGE and KPIs for each. 4. Action steps for how to take attract-

convert-close forward.

Have you done this Product Packaging

before?

Okay do it.