passion and mrktg in corp world

8/14/2019 Passion and Mrktg in Corp World

http://slidepdf.com/reader/full/passion-and-mrktg-in-corp-world 1/22

Technical Audience Global Marketi Technical Audience Global MarketiHelping people find better ways to do big thi

5TH MARKETING FORUM, NICOSIA, CYPRUS, DECEMBER 2008

Leda Karabela, Executive [email protected]




PITCHING WITH OOMPH: BE DIFFERENT, BE YOU!

Buzz marketing - it’s just something more than a term.

Passion - all relationships need it.

What can marketers do to create the buzz, attraction,

allure and emotional and mental space to get people to acton their sentiments?



Technical Audience Global Marketing Technical Audience Global MarketingHelping people find better ways to do big things

P A S S I O

N! ! ! !

http://www.youtube.com/watch?v=esrNyIg_SMI






E M OT I ONA L C ONT

A GI ON ,

HA T F I E

L D , C A C I OP

P O , &R A P S

ON ,1 9 9 4

Emotional contagion: the tendency to express and feelemotions that are similar to and influenced by those of others.

One view of the underlying mechanism is that it represents atendency to automatically mimic and synchronize facialexpressions, vocalizations, postures, and movements withthose of another person and, consequently, to convergeemotionally.

Expressed emotions and how they can influence




T HE C A

S E OF H U S H

P UP P I E S : S OH O &E A S T

V I L L A GE

K I D S




T HE B A

S S E T H O UN

D




1 9 9 4 -1 9 9 5 : T HE T I P P I N GP OI NT F

OR H U S H

P UP P I E S




T HE NI K E + C A S E

800,000 runners signed up to run a 10K race in 25 cities globally(Chicago - S. Paolo)




NI K E +I P OD

Nike + 25 city 10K run iPod making the connection

•As of August 2008 Nike+ iPod Gym

users can record their workouts onGym equipment including LifeFitness Treadmills, Cross-Trainersand Upright and Recumbent bikes.Users don't need a Sports Kit forthis, they simply plug their iPodNano into the iPod connector on the

cardio equipment in their gym.Nike+ lets a user track this data ascardio miles on the web site.

•As of Sept. 2008, Apple hasintegrated the 2nd generation iPod

Touch with built-in Nike+capabilities, eliminating the need foran external receiver to be

connected.




S O C C E

R &F A N S A

C A S E

F OR

T HE

F UT UR

E

FIFA 2010




H OW T

O C ONNE C T &E X C I T E T HE F A N S

Opportunities for novel engagement




L I NK A G

E S

Mobile downloads




L I NK A G

E S

GPS functionality




P C &M

OB I L E

Don’t miss a thing. Stay connected!




SO, IS THE CORPORATE WORLD CHANGING?




E NT E R P R I S E F OR T

HE F UT UR E

The IBM Global CEO study: Defining the traits for success




I B M. C O

M / E NT E R P R

I S E OF T HE F

UT UR E

Integration

“In the future, we will be talkingmore and more about the‘ prosumer’— a

consumer/producer who is evenmore extensively integrated intothe value

chain.

As a consequence, productionprocesses will be customized moreprecisely and individually.”

Hartmut Jenner, CEO,

Alfred Kärcher GmbH

ibm.com/enterpriseofthefuture

In a recent survey of 1,000retail consumers, 53 percent said

they used the Internet to compareproduct features and prices;

25 percent did so from a mobiledevice while in a store.

And one in ten sent text messagesto friends and family duringshopping trips to get input or shareinformation on products.

“2007 Was the Year of the ‘Omni Consumer’ According toIBM Analysis.” IBM press release.

December 17, 2007.




SO... HOW COULD YOU INFLUENCE THOSE YOU WANT TO TOUCH?




H OW OL DD OY O UT

HI NK T HI S Y A NK E L OV I C H

P OL L I S ?

NYT: 54% of people avoid buying products that have overwhelmedthem with advertising.

http://movementbuilders.com/wp-content/uploads/2008/09/tom_fishburne_marketing_mix.jpg




T HE T I P P I N GP OI NT ,MA L C OL M

GL A DW

E L L ,2 0 0 1

The Few That Lead You To The Many

In making his case for “The Law Of The Few,” Malcolm

Gladwell in his revolutionary book “Tipping Point” revealsthe surprisingly large role a small cadre of influencers he callsConnectors, Mavens, and Salespeople play in influencingothers.

Connectors are defined as “people who know lots of people,people with a special gift of bringing the world together; “

Mavens are “information specialists, people we rely upon toconnect us with new information;”

Salespeople are “people with the skills to persuade us whenwe are unconvinced of what we are hearing.”




P A S S I O

NA T E M OV E ME NT S

In closing...

Marketing guru Seth Godin, says it best in his 2007 “meatballsundae”.

“Ideas that spread through groups of people are far more

powerful than ideas delivered at an individual.

Social change, education, new-product launches, religiousmovements…it doesn’t matter, the story is the same.Movements are at the heart of change and growth.

A movement — an idea that spreads with passion througha community and leads to change — is far more powerfulthan any advertisements ever could be.”



Technical Audience Global Marketi Technical Audience Global Marketi

THANK YOU! QUESTIONS? COMMENTS? ARGUMENTS?EMAIL ME AT [email protected]

passion and mrktg in corp world

Documents