unlocking the secrets to demand creation

CREATING THE WANT

--------------------------------------------VP, ASSOCIATION/NONPROFIT

PRACTICESUZANNE CARAWAN

Unlocking the Secrets to Demand Creation

Common Starting Points

What is it that I want people to do?

What’s the marketing plan?What are we offering?How do we communicate?When do we need to get X out by?How much $$$ do we need? How much $$$

do we have?

Demand Creation Starting Points

What is it that I want people to do?

Who are the people that we are targeting?Do I know everything I can know about them?What is the pain that I am solving?What is the added benefit to their life that I

am bringing?With which emotion do I need to connect in

order to elicit the response that I seek?

Basics of Demand Creation

Create a promise that only you can fulfillConnect with deeper level (subconscious or

conscious) need or feelingEnergize the feelingReward the right choice, ignore the incorrect

choiceManage supply/demand of the remedy

Creating the Promise

Define the Promise that You can Fulfill: Make you rich, beautiful, thin, smart, loved Make you a top professional Make you a good person Make you an expert Make you a leader Make you part of a legend, team, culture, legacy

Make you desired

Connect with Deeper Feelings

InsecuritiesEgoGrowth/BoredomChange/ContributionIdealism

Energize the Feeling: Creating the Want

Amplify and empower the feeling—let it grow Powerful images Stories Music Lighting Time/Sequence How Much/How Little

How Demand Marketers Put Want into Action

1) Define & Message the Audience(s):Take the time to really segmentTake the time to message each segmentTake the time to create a marketing strategy

for each segmentTake the time to take baseline and periodic

measurementsFight the pressure to use mass marketing

now it is about influence marketing

Manage Supply/Demand of the Remedy

Availability Only sell in 30 day periods Can only have one at a time Only see a certain amount of time each visit

Example: NBC’s Must See TV Thursdays Premiums

Periodicity Only offered at certain time periods

Example: Disney Movie Releases on DVD Annual Awards

User Environment Content & Content

Structure Language: Tone,

Formality, Visual: Color, Texture,

Spatial Arrangement, Imagery, Use of Light, Typography

Smell Touch

User Interaction Model User flow User activity options Relationships New vs. familiar vs.

shocking

What Makes for an Engaging Experience?

Techniques for Making X Engaging

Creating Warmth Creating Awareness Inciting New Inquiry Inciting Action Driving New Revenue Creating Want

Reward the Right Choice

Offer praise, recognitionPublicly promote the person who’s made the

choice; endorsementsCelebrate!

How Demand Marketers Do It

Go-to-Market Strategy

1) The overarching strategy that defines: Who you are targeting Estimated opportunity How you will reach them What it is that you are offering How it is that you will hook them When you will see the ROI

How Demand Marketers Put Want into Action

2) Select the right integrated marketing mix that continues to build the demand through as many senses as possible: Direct & email In-person and virtual events Twitter, Facebook and LinkedIn Widgets and Websites Content: articles, papers, etc Videos & Photos Testimonials

How Demand Marketers Put Want into Action

3) Decide the Timing:-How fast, how slow-How much to reveal-When to reward

-When to touch again

How Demand Marketers Put Want into Action

4) Create the environment for communication and the actual communication content:-message-tone-lighting-music-packaging-velocity

How Demand Marketers Put Want into Action

5) Decide the Reward-Gift?-Recognition?-Event? -Volunteer?-Award? -Insight?

Examples of Demand Creation

Creating Warmth

Tip!Periodicity works very well by creating dependence

Creating Warmth

Tip!Everyone needs a break from reality. Create demand through whimsy, humor, relief from the grind.

Tip!Highlighted content that is vetted is more desirable!

Creating Awareness

Tip! Create demand through offering information in chunks: parts, series, chapters, installments.

Think mini-series!

Creating Awareness: Program Matching

Tip!You can rarely go wrong with images of children or animals

Creating Awareness

Tip!Adding the label “Essentials” is a great way to get attention! Same is true for “Most Popular”, “Must Haves”, & “Most Recommended”

Inciting New Inquiry

Inciting New Inquiry

Inciting Inquiry

Incite Action

Inciting Action

Creating Want

Creating Want

Creating Interactivity

Interactive Widget: Tell the Story

Interaction: The Cove

Interaction: The Cove

Interaction: The Cove

Interaction: The Cove

Interactive Widget: Video & Donate

Creating Engaging Communities

Right Ingredients, Right Recipe

Talk to the right people in the right way using the right toolsLeads to real conversation and energy exchangeEnergy exchange leaves an impressionImpressions create memoriesMemories ask to be revisitedUser returns to test memorySame experience? User will return & likely to tell

others

Engaging Communities

Engaging Communities

Engaging Communities

Engaging Communities

Interactive Workshop:Collaborative Demand Creation

Go-to-Market Strategy

Define each cell:

Target Audience(s)

Estimated Opportunity

How We Will Reach Them

Offer

Hook

Break-Point for ROI

How Demand Marketers Put Want into Action

Will We Use? How So?

Direct Mail

Email

In-person events

Social media

Website Properties

Content

Videos

Photos

Testimonials

How Demand Marketers Put Want into Action

Start Date Repeat? Frequency?

End Date

Twitter 08/01/10 3x/day 12/31/20

Facebook 8/5/10 2x/week 9/10/10

Interactive Video Widget

8/1/10 24/7 10/1/10

Blog Series 8/10/10 1x/week 9/1/10

Thank You Reception

9/15/10 Once 9/15/10

How Demand Marketers Put Want into Action

How Demand Marketers Put Want into Action

Action Reward Awarded To

Donating Memory Wall Donna Pillman

Blogging Award-Rating; repeating; publishing

Tom Mathers

Sponsorship of Gala Dinner Table

Letter; invitation to subsequent event for sponsor donors

Gordon Thornton

Demand Creation Summary

Define the purpose and emotional connectionOutline your go-to-market (GTM) planExecute your GTM plan

Contact Information

Suzanne Carawanscarawan@etouches.com703.431.2208

Twitter: suzannecarawanLinkedIn: /suzannecarawanFacebook: /suzannecarawan