start-up chile marketing & advertising tribe - session 3

3. CREATE A COMMUNICATION STRATEGY

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

Rob

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:


WHY DO I NEED A COMMUNICATION STRATEGY?


YOU JUST LAUNCHED OR ARE ABOUT TO


WHAT YOU WANT:


HOW YOU THINK YOU GET THERE:


THE REALITY…


A THOUGHT THROUGH COMMUNICATION STATEGY

= DETAILED PLAN THAT HELPS YOU GET NOTICED & TEST TRACTION


THERE IS NO ONE FITS ALL SOLUTION.


BUT 6 ESSENTIAL QUESTIONS THAT WILL GUIDE YOU.


1.  WHERE DO WE COME FROM? 2.  WHERE DO WE WANT TO GO? 3.  WHO ARE WE TALKING TO?

4.  WHAT DO WE HAVE TO TELL THEM? 5.  HOW DO WE TELL THEM THAT?

6.  WHERE DO WE TELL THEM THAT?


30 MINUTES EXPLANATION 30 MINUTES DO IT YOURSELF


1. WHERE DO WE COME FROM?



Definition

Example

Sources

Mewe is a new Volunteer Travel Search. It enables you to easily find, book & rate your ideal volunteer trip. The brand just has soft-launched its site. The problem: Nobody really knows the brand and traffic is low.


Status-Quo of your Start-up: Why does it exist, what problem does it solve, at which stage you are and the biggest problem you are facing. (Start-ups: low brand awareness & consideration)

Problem definition along the Purchase Funnel: -  The customer journey to online purchase, Google -  Traditional vs. modern Purchase Funnel, McKinsey

http://www.google.com/think/tools/customer-journey-to-online-purchase.html

http://www.mckinsey.com/insights/marketing_sales/the_customer_decision_journey


SOURCES

http://www.google.com/think/tools/customer-journey-to-online-purchase.html


SOURCES

http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey

2. WHERE DO WE WANT TO GO?



Definition

Example

Sources

Mewe‘s main goal is to boost brand awareness and generate traffic to the website. In numbers: from 40 to 150 sustainable quality website visits per day, positive feedback from users & category professionals, positive coverage in blogs & PR. Our budget: $5000, Campaign timing: Month of August.


The “SMART” goal you are trying to achieve. SMART= specific, measurable, actionable, realistic, timely. The budget and preliminaries you have. (Start-ups: increase brand awareness & traffic, low to no budget)

Goal examples & brand cases: -  How to measure Digital, Julian Cole, p.23 & 48 -  Warc Effectiveness Awards (Free Trial) -  Benchmarks: Display Ads (Google), Website Traffic (Compete)

http://www.slideshare.net/juliancole

http://www.warc.com/RecommendedCases/Objectives.info

http://www.compete.com

http://www.google.com/think/tools/display-benchmarks.html


SOURCES: CHECK OUT HIS COURSE “DIGITAL STRATEGY” ON SKILLSHARE



SOURCES

http://www.warc.com/recommendedcases/objectives.info


SOURCES

http://www.compete.com

3. WHO ARE WE TALKING TO?



Definition

Example

Sources

We are talking to all purpose driven travellers between 18 and 35. While they work hard to climb up the career ladder in the industry, they seek an experience with a greater sense in their free time. The major barriers to book a volunteer trip: bad search sites, a lack of information availability & no trust indicators.


Your target group. Demographics (age, gender, net income, country), sociographics (hobbies, mindset, etc.), insights (problems, dreams, truth, psychology), media behaviour (offline vs. online, …).

-  Demographics: Statista, Keyword Tool, Market-Media Studies (publishing houses) -  Sociographics: Studies, Google Customer Survey, Typologies -  Insights: Facebook Comments, Twitter Advanced Search, Talk to people. -  Studies: Category Associations, Boston Consulting Group, Pew Research. -  More Examples: Mewe, Playground Sessions.

http://www.statista.com

https://www.adwords.google.com

http://www.pz-online.de/zielgruppen

http://google.com/insights/consumersurveys

http://www.sinus-institut.de/en

https://twitter.com/search-advanced

http://robcampbell.wordpress.com/2009/11/2-/professor-prostitute

https://www.bcgperspectives.com

http://www.pewresearch.org

http://www.slideshare.net/lianesiebenhaar


EXAMPLE


SOURCES

http://www.statista.com


SOURCES

http://www.sinus-institut.de/en


SOURCES

http://www.google.com/insights/consumersurveys

4. WHAT DO WE HAVE TO TELL THEM?



Definition

Example

Sources

Before: It’s a pain looking for a volunteer trip. I wish there was an easy way to compare. After: There is a new site that makes finding a volunteer trip really easy. It is transparent and shows all relevant information. Proposition: With Mewe you easily find, book and rate your perfect volunteer trip.


The one sentence elevator pitch or the proposition. Helpful: what your target group thinks before the campaign vs. what they think after. (Start-ups: What you do – it should be new & convincing)

-  Testing with Google Adwords or Facebook Ads (same ads, different messages > clickrate?) -  Try it out on a party, whats most convincing?

http://www.adwords.google.com


SOURCES

5. HOW DO WE HAVE TO TELL THEM THAT?



Definition

Example

Sources

While Mewe’s competitors are very real, serious and visually all over the place, we want to be simple, witty, clever, warm-hearted and fun. On a meta level we want to bring across that volunteer travel is not only “selfless”, but also a fun way to get to know a new culture.


Your brand personality. What is your character in comparison to your competitors (tonality, speech, visual setting, design).

-  Tribe Session: create a simple brand model. -  Skittles Brand Book. -  Good Presentation on Branding (The Brand Gap)

http://www.slideshare.net/lianesiebenhaar/1-session-create-a-simple-brand-model

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

http://www.slideshare.net/sjhus/the-brand-gap-2318215?

6. WHERE DO WE HAVE TO TELL THEM THAT?



Definition

Example

Sources

Social media continues to be a dominant influence on Mewe’s target group’s travel decision. Google Search, Facebook and YouTube have the highest reach and thus the biggest potential to create awareness. Furthermore we use PR and creating unique content to get into magazines and blogs.


Your target group’s customer journey, which media channels are most efficient, creative touchpoints. (Start-ups: Social Media, PR, Newsletter, SEO & maybe Google Ads/FB Ads, creative touchpoints).

-  Media analysis: Google Consumer Barometer, Google Customer Journey -  On PR: Ryan Holiday, Trust me I’m Lying & Skillshare Getting Press on a tight budget, Help a reporter. -  Blogger Outreach program, Julian Cole. -  Tricks: e.g. Wifi cards, backlinking with badges, endorsement of content, following relevant people.

http://www.consumerbarometer.com

http://www.trustmeimlying.com

http://www.skillshare.com/Getting-Press-on-a-Tight-budget/653146676

http://www.helpareporter.com



EXAMPLE


SOURCES


SOURCES

http://www.consumerbarometer.com

NOW YOU HAVE A PLAN.


before

MY COMMUNICATION STRATEGY







a3er

THIS FORMS THE BASE FOR UNIQUE & EFFECTIVE CONTENT.


DIY CONTENT OR BRIEF A CREATIVE TEAM.


PROPOSITION VS.

CREATIVE IDEA.



“WE GIVE YOU THE DAILY TWIST”


GET INSPIRED BY SUCCES CASES

http://www.google.com/think/marketing-objectives/build-awareness.html



http://www.facebookstudio.com/awards



http://www.canneslions.com

NOW IT’S YOUR TURN. 30 MINUTES.


before

MY COMMUNICATION STRATEGY







a3er

LAST BUT NOT LEAST: COMMUNICATION FRAMEWORK, TIME PLAN & BUDGET.



EXAMPLE

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 3

Business

hellormm liane siebenhaar

cmirob martin murphy

yourselfrob martin murphy

torob martin murphy

realityrob martin murphy

startup chilesources

test tractionrob martin

brand awareness trac