start-up chile marketing & advertising tribe - session 1

1. SESSION - CREATE A SIMPLE BRAND MODEL

Advertising & Marketing Tribe

EVERY SECOND TUESDAY 2.30PM, CMI

ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

A short presentation on the need for brand models and a hands on workshop part creating your own one.

1. SESSION – MAY 14 – CREATE A SIMPLE BRAND MODEL

2. SESSION – MAY 28 – HOW TO GET MORE TRAFFIC

3. SESSION – JUNE 11 – CREATE A COMMUNICATION STRATEGY

4. SESSION – JUNE 25 – HOW TO MONITOR YOUR CAMPAIGN

5. SESSION – JULY 9 – CREATIVITY & CONTENT CREATION

6. SESSION – JULY 23 – HOW TO BE GOOD IN SOCIAL MEDIA

Tuesdays, 2.30-3.30, CMI, Santiago Auditorium TIME AND MEETING POINT

Liane & Rob

David

Liane & Rob

Pedro & Liane

Tbd.

Tbd.

Speaker/Moderator

A case study with YoungEntrepreneur's StartUp of the Month: Glampinghub. What they did to get traffic and customers. After: Idea session & sparring with attending Start-ups.

What you need to measure, how you can measure it and how to build a free brand & campaign monitoring tool online.

Why Creativity is important, Examples for creative content, How to get creative content done yourself or by others.

Presentation about the essential parts of a Communication Strategy. After: Sparring on existing strategies from attending Start-ups.

Social Media/Facebook content Strategy, possibilities and tips on great Social Media practice.

OUR SCHEDULE:


A BRAND MODEL IS A FRAMEWORK TO DEFINE YOUR BRAND IDENTITY


BRAND MODELS COME IN MANY SHAPES…


AS A PLANET


BRAND PLANET

BRAND ATTRIBUTES

BRAND PERSONALITY

BRAND MISSION

BRAND BENEFITS


AS A PYRAMIDE


BRAND PYRAMIDE

FUNCTIONAL EMOTIONAL

BRAND MISSION

BRAND PERSONALITY

BRAND BENEFITS

BRAND FACTS


AS A KEY


BRAND KEY

3. INSIGHT

1. COMPETITIVE ENVIRONMENT 2. TARGET

4. BENEFITS

5. VALUES & PERSONALITY

6. REASONS TO BELIEVE

ESSENCE

7. DISCRIMINATOR


WHAT UNITES THEM IS A BRAND MISSION


WHY DOES A BRAND NEED A MISSION?


h3p://www.youtube.com/watch?v=qp0HIF3SfI4

http://www.youtube.com/watch?v=qp0HIF3SfI4

http://www.youtube.com/watch?v=qp0HIF3SfI4

LET’S HAVE A LOOK AT SOME EXAMPLES…


DOVE’S MISSION IS TO INCREASE WOMEN’S SELF–ESTEEM.


PAMPER’S MISSION IS TO SUPPORT BABY-DEVELOPMENT.


NIKE’S MISSION IS TO LEVERAGE YOUR ATHLETIC POTENTIAL.


1ST TASK: WHAT’S YOUR BRAND MISSION?

5 MINUTES


BRAND MISSION What the brands wants to achieve

and improve in people‘s lives.

GOOD BRAND MODELS HAVE MORE PARTS:

BRAND PERSONALITY The unique characteristics of how

the brands talks to the world.

CORE COMPETENCES The core competences the brand

has to offer.

CORE TARGET The group of people the brand

wants to convince first.

BRAND BENEFITS Emotional and functional benefits

that the brand offers.

REASON TO BELIEVE The reasons and facts to believe

the benefits of the brand.


BRAND MISSION Help more people to do more good

BRAND PERSONALITY clever, easy going, funny

CORE COMPETENCES Search, Selection, Volunteer Travel

CORE TARGET Purpose driven travellers. Whether students, white collars or retirees, they all want to give

back and do something good.

FUNCTIONAL BENEFITS Easily find, book and rate your

ideal volunteer trip.

REASON TO BELIEVE Funded by Start-up Chile, a

government accelerator program

EXAMPLE: MEWE.CO

EMOTIONAL BENEFITS Trustworthyness, reliability and

facilitation.


2ND TASK: NOW IT’S YOUR TURN

10 MINUTES


MISSION

COMPETENCE

CORE TARGET

REASON TO BELIEVE

EMOTIONAL BENEFIT RATIONAL BENEFIT

PERSONALITY

10 MINUTES

3ND TASK: LET’S FEEDBACK EACH OTHER


CREATING A STRONG BRAND CREATES VALUE:


IT’S THE BASE TO CREATE RELEVANT PRODUCTS


WITH A STRONG BRAND YOU CAN DIFFERENTIATE YOURSELF.


YOU CAN INCREASE LOYALTY


YOU CAN JUSTIFY A HIGHER PRICE.

$US 1,960


YOUR BRAND MODEL IS THE FIRST STEP IN THIS DIRECTION


YOU CAN CREATE A BRAND BOOK/COMMUNICATION GUIDELINES WITH IT.


EXAMPLE: SKITTLES

EXAMPLE: SANTA

http://de.slideshare.net/elenimiliou1/santa-brand-book-by-quietroom

http://urbantaster.com/wp-content/uploads/2011/09/skittles_brandbook.pdf

YOU CAN GIVE IT TO NEW EMPLOYEES AND PARTNERS


YOU CAN STICK IT ON YOUR WALL


A short presentation on the need for brand models and a hands on workshop part creating your own one.

1. SESSION – MAY 14 – CREATE A SIMPLE BRAND MODEL

2. SESSION – MAY 28 – HOW TO GET MORE TRAFFIC

3. SESSION – JUNE 11 – CREATE A COMMUNICATION STRATEGY

4. SESSION – JUNE 25 – HOW TO MONITOR YOUR CAMPAIGN

5. SESSION – JULY 9 – CREATIVITY & CONTENT CREATION

6. SESSION – JULY 23 – HOW TO BE GOOD IN SOCIAL MEDIA

Tuesdays, 2.30-3.30, CMI, Santiago Auditorium TIME AND MEETING POINT

Liane & Rob

David

Liane & Rob

Pedro & Liane

Tbd.

Tbd.

Speaker/Moderator

A case study with YoungEntrepreneur's StartUp of the Month: Glampinghub. What they did to get traffic and customers. After: Idea session & sparring with attending Start-ups.

What you need to measure, how you can measure it and how to build a free brand & campaign monitoring tool online.

Why Creativity is important, Examples for creative content, How to get creative content done yourself or by others.

Presentation about the essential parts of a Communication Strategy. After: Sparring on existing strategies from attending Start-ups.

Social Media/Facebook content Strategy, possibilities and tips on great Social Media practice.

OUR SCHEDULE:


start-up chile marketing & advertising tribe - session 1

Business

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meeting pointliane

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