beyond every movement by mariana junger, nikita sokolov, jorge valdez & michelle sheehan -...
TRANSCRIPT
Wharton University Behind Evey MovementFebruary 2016
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The Team
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THE TEAM Jorge Valdez Michelle Sheehan
Mariana Junger Nikita SokolovCW
AD
CW
AD
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Debriefing
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DEBRIEF
Unique Selling Point: It’sabusinesstransformationmodelforanaspirationalfuture
Reason Why: Itprovidesthefuturemodelofadvertising
Target Audience: Educators,students,CEOs,practitioners
Mandatories: 360Campaign RedesignedRoadmapPoster 2-3MinuteRoadmapVideo
DELIVERABLES
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Strategic Insights
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STRATEGIC INSIGHTS
Thefutureofadvertisingiseverchangingandthebusinessmodelthatcompaniesadheretoisconstantlyinfluxduetothetheright-brainedfolkswhoconstantlyfindnewmethodstomakeadsmatter.
Thescalesarecurrentlybalanced,butthereisatippingpointapproachingtheindustry,acalltoproduceadsthatdon’tfollowasingularstructure.Bytheyear2020,advertisingwillbemovingandchangingsorapidlythatifcompaniesareunabletoaccepttheideaofchange,theirsurvivalratewilldecreaseincredioulsly.
Allbrilliantideashavestratedwithaword,athought,anidealandcreatedamovement,butwhatmakesthisideathegreatidea?Theabilityforittobeapplicablethroughanendlessamountofuses.Peopleinhertantlylookforgudiance,areasontojustifyanideaandaplacetolookforanswers.
ThereneedstobeamodelforConnectigtheleftandrightsidesofthebrainandfusethemtogethertoconstuctabusinessmodelinwhichcompaniescanthrivefordecadestocome.
Religionisthepursuitorinteresttowhichsomeoneascribessupremeimportance.Consumerismisthenewreligion.
PROCESS
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STRATEGIC INSIGHTSKPI’s
BookSales SocialChatter Podcast Subscribers LinkedInInteractions Google+ Hangouts
ACHIEVEMENTS
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The BIG Idea
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THE BIG IDEA RATIONALE
Amessageneedstobeconveyedthatallbooksarenotcreatedequal. Beyond Advertisingisthebibleforadvertisinginsightsofthepast,presentandfuturesuccesses. Businessprofessonalsareconstantlyonthemoveandafraidofchange,sothisiswhereweneedto targetthem.
WHAT | HOW | WHY
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THE BIG IDEACREATIVE PLATFORM
Behind Every Beliefthere was a Book
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Creative Output
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CREATIVE OUTPUT
PodcastsGuerillaMarketingDigitalInteractiveAdsPrint Ads
EXECUTIONS
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A MIAMI AD SCHOOL BRIEFING
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WHARTON UNIVERSITY
A MIAMI AD SCHOOL BRIEFING
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WHARTON UNIVERSITY
A MIAMI AD SCHOOL BRIEFING
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WHARTON UNIVERSITY
A MIAMI AD SCHOOL BRIEFING
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WHARTON UNIVERSITY
A MIAMI AD SCHOOL BRIEFING
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Reflection
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WHAT WE LEARNED
Totargetthecorrectdemographicofconsumersforthisparticaularmessage,itisimportanttoidentifykeyconponetstowhichtheyabsorbmedia.Throughrealizngwhoaredemographicwaswebrainstromedsomeofthebestfutureadvertisngplatformstomarketthrough:
1.MakeitCasual -CreateGoogle+launchpartytogeneratebuzzandhypeaboutthebook.Itwillhelpcreateanaudience forfuturemarketingviaGoogle+Hangoutstoengageconsumerswiththebookandadvertisingmodel.
2.CreateaSenseofUrgency -OfferPromotions/Coupons/Bundles,essentaillyofferafreeproducttoaccompanyaproductthat alreadyexsistsothatitfeelsliketheuserisgettingbeyondjustabookbutanentiresetoftoolstolearn from.
3.eBooks -PromotethebookasaneBookonwellthroughKindleoriBooksthatwaytheusersthatpreferthis methodformofreadinghaveaccessiblitytoitaswell
TAKE AWAYS
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MARKETING STATEGIES
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MARKETING
Totargetthecorrectdemographicofconsumersforthisparticaularmessage,itisimportanttoidentifykeyconponetstowhichtheyabsorbmedia.Throughrealizngwhoaredemographicwaswebrainstromedsomeofthebestfutureadvertisngplatformstomarketthrough:
1.MakeitCasual -CreateGoogle+launchpartytogeneratebuzzandhypeaboutthebook.Itwillhelpcreateanaudience forfuturemarketingviaGoogle+Hangoutstoengageconsumerswiththebookandadvertisingmodel.
2.CreateaSenseofUrgency -OfferPromotions/Coupons/Bundles,essentaillyofferafreeproducttoaccompanyaproductthat alreadyexsistsothatitfeelsliketheuserisgettingbeyondjustabookbutanentiresetoftoolstolearn from.
3.eBooks -PromotethebookasaneBookonwellthroughKindleoriBooksthatwaytheusersthatpreferthis methodformofreadinghaveaccessiblitytoitaswell
STRATEGIES
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MARKETING
Totargetthecorrectdemographicofconsumersforthisparticaularmessage,itisimportanttoidentifykeyconponetstowhichtheyabsorbmedia.Throughrealizngwhoaredemographicwaswebrainstromedsomeofthebestfutureadvertisngplatformstomarketthrough:
4.Consignement -Offerbookstoreincentivesforadvetsingyourbookinmorevisablelocationsofthestoreandcreatea uniqueorbeautifulvisualinwhichtodisplaythebooktocatchconsumersattention.
5.Donate -EveryoneeventuallyhastogototheDoctors/Dentist/etc.andthereisalwaysawait.Makesureto targetyouraudienceandgivethemsomethingworthwhiletoreadorbecomeinterestedinwhile waitingfortheirappointement.
STRATEGIES
identity driven brand building®
strategy | communication | implementation | falconplein 30 | 2000 antwerpen | belgium | +32 (0)3 237 05 95 | brandhome.com
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Thank You
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WHARTON UNIVERSITY CONTACTUS
Jorge Valdez Michelle Sheehan
Mariana Junger Nikita Sokolov