Branding and Communications Workshop

Androidzoom.

April 20th, 2012

AgendaSchedule Timing Topic

10.30 – 10.35 5’ Purpose, Expected Outcome & Success Criteria for this session

10.35 – 10.40 5’ Agenda and tunning

10.40 – 11.00 20’ 1. Introduction to Marketing. Or Marketing for dummies

11.00 – 11.10 10’ Exercise 1

11.10 – 11.40 30’ 2. Branding and communications

11.40 – 11.55 15’ Exercise 2

11.55 – 12.15 20’ 3. Communications plan

12.15 – 13.00 45’ Exercise 3

Purpose, Expected Outcome and Success Criteria Purpose:

To provide the basic theorical Communication concepts to the Content department team so that they can give a meaning to what they already do and they can suggest more activities.

The goal set for Communications now is to make Androidzoom bigger. The communication activities should contribute to growth.

Expected Outcome: To review the brand positioning for Androidzoom. Two communication plans for two strategic segments

Success Criteria: The team has new tools to use in Communications. … and they can put them in practice right away.

Part 1. Introduction to Marketing. Or Marketing for dummies

(20’. 10.40 to 11.00 h)

Part 1. Marketing for dummies1. Different kinds of needs.2. Marketing role:

Market definition Segmentation Positioning (Old school) Marketing Mix

Product Price Placement Promotion

1.1. Different kinds of needsFu

ncti

onal • The communication is

about the features of the product.

• The communication explains how the product works.

• The product covers basic needs.

• Ex: A lightbulb

Sym

bolic

• Since quality of products is taken for granted, the symbolic communication for products increases.

• These kind of communications began with the luxury products

• Communication is not about how the product works, it’s about the benefits of the product.

• Ex: A yogurt that reduces cholesterol

Expe

rien

tial • It’s related with the

experiences that the product provides.

• Communication is about lifestyle.

• Ex: BMW’s “do you like driving?”

Understand first where your product or service is.

1.2. Marketing role. Market definition The market definition is the answer to the following

question:

“What need are we targeting?” The definition of the market is not based on the Product

(ex: the market of belts) The definition of the market is based on the need (ex: the

market of solutions to keep your trousers in the right place, and this includes belts and suspenders)

Once we know what we are targeting, we consider:

“Where and against who do we compete?”

1.2. Marketing role. Segmentation Segmentation is the answer to the following question:

“What are the differences across our groups of users/clients?”

We should take into account: What makes one segment different to the other (ex: loyal or

non-loyal customers) Variables that describe the segment (ex: gender, age,

income, etc.)

1.2. Marketing role. Positioning Positioning (*) is the answer to the following questions:

“What do we offer? Why would they become customers?”

We must consider as well the positioning strategy that we chose: Differentiation: Our positioning is unique and totally

different to other competitors.

Breadth: Our positioning fits the majority of our potential customers.

(*) We will review positioning in more detail later on in this presentation.

1.2. Marketing role. Marketing Mix. 4Ps. PRODUCT

“An item that satisfies what a consumer needs or wants” Every product has a lifecycle

1.2. Marketing role. Marketing Mix. 4Ps. PRICE

“The amount a customer pays for the product” Price is relevant in two particular topics

It contributes to the positioning It defines the income of the company.

In the online industry: … sometimes price is not paid by the consumer. … take into account your business model.

1.2. Marketing role. Marketing Mix. 4Ps. PLACEMENT

“Refers to providing the product at a place which is convenient for consumers to access”

You can have different sales channels: Direct:

Sales force Your own distribution E-commerce

Indirect: With partners and resellers With a distribution network

1.2. Marketing role. Marketing Mix. 4Ps. PROMOTION

“Represents all of the methods of communication that a marketer may use to provide information to different parties about the product”

Some of the concepts included are: Advertising Public relations Sales promotion

Part 1. Marketing for dumies

1.1. Different kinds of needs

1.2. Marketing role

- Market definition

- Segmentation

- Posicioning

- Marketing Mix

- Product- Price- Placement- Promotion

EXERCISE 1. (10’. 11.00 – 11.10 h.)Answer the following questions:

What kind of need do we solve? What market are we targeting? What different kinds of customer/users do we

have? What do we offer to them? Is it different to

what competitors offer? Why is it different? Our 4 Ps:

Product: What is our service? Price: What price do we have? Placement: How do we deliver the service to our

customer. Promotion: How does our customer know that

our service solves a certain need he has? What do we do to get the message to him?

Part 2. Branding and communications(30’. 11.10 to 11.40 h)

Part 2. Branding and communications1. Identity, Image and coherence2. Branding and growth3. Positioning and the management of meaning. 4. Drivers and barriers.

2.1. Identity, Image and coherence The identity of a company is made of:

Personality Who am I? Activity What do I do? Mission Why do I do it? Values How do I do it?

Image is not only what the company shows, but what the audience perceives.

Identity ≠ Image Schizophrenia and risk Identity = Image Coherence and easy

communications

2.1. Identity, image and coherence Why coherence is important in brand development?

Real basis of positive attributes

Creation of an attractive perception

Extend this attractive perception to the broadest target audience

TO BE

TO LOOK LIKE

TO COMMUNICATE

2.2. Branding and growth. What makes a brand great?

It’s well known: It has awareness. “I know this brand” It’s well connected to one or more categories.

It has associations that are: Relevant. The brand is connected to something that is important

for the consumer. Unique: The brand delivers better than its competitors. Emotional: The brand has personality and connects with the

values of its consumers. People admires it

2.2. Branding and growth A great brand in 4 steps:

1. Develop a positioning Identify what is relevant for the majority of your consumers in your category and what would motivate the non-consumers to use your brand.

2. Build a product that gets better and more relevant for your consumer.

3. Communicate based in your positioning and the Product you have built.

4. Increase usage by:1. Getting new consumers on board.

2. Making your consumers repeat

2.3. Positioning and the management of meaning

Positioning is to create a unique perception and reputation of a brand in the minds of customers.

It shall be based on the attributes and benefits of the product.

It must be done in a way that gives the brand a unique positioning compared to its competitors - in the minds of

the customers (perception)

2.3. Positioning and the management of meaning Positioning strategies

Differentiation

Breadth

2.3. Positioning and the management of meaning Ingredients for a good positioning:

It’s relevant to the audience It’s credible. It’s related to a benefit or value that the

Product delivers. It’s different from the competition It motivates customers to consider and try. It’s alligned with the long-term goals of the company

Positioning is one of the key elements for growth.

2.3. Positioning and the management of meaning A brand is a porfolio of meanings:

Strategic and tactic Tangible and intangible Rational and emotional

Once these meanings are built in the minds of the audience, brands help people do easier purchases.

2.4. Drivers and barriers A Driver is a motivational element that attracts

customers to a category or a brand. Examples: I can find all the APPs It’s easy It’s free

A Barrier is something that prevents customers from getting to the category or using a brand. Examples: I’m afraid they might use my personal data. It’s expensive I don’t understand how it works.

2.4. Drivers and barriers A good positioning:

Has the key drivers of the category and the ones that are more relevant for the majority of the audience

Shows how to overcome the barriers. Is coherent with the experience that the user will have

when using the product or service.

Part 2. Branding and communications

2.1. Identity, image and coherence

2.2. Branding and growth

2.3. Positioning and the management of meaning

2.4. Drivers and barriers.

EXERCISE 2. (15’. 11.40 – 11.55 h.)Answer the following questions:

What is our brand positioning? Which are the proof-points of this

positioning? What drives our customers? What prevents our customers from

using our service?

Part 3. Communication plan(20’. 11.55 to 12.15 h)

Part 3. Communication plan1. Target audience2. Communication goals3. Message strategy4. Media planning

3.1. Target audience Your target audience is the group of individuals (users,

opinion leaders, customers, suppliers, etc.) that are the recipients of your communication activity.

It’s relevant to know: How are they? (sociodemographic profile) Their starting point regarding what we are trying to

communicate (Do they know it? Have they tried it? Have they bought it?

Relevant information about their behaviour (frequency of use, preference in communications styles or channels, etc.)

Their habits to get information (Do they open our e-mails? Do they read blogs? Do they access information through desktop, tablet or mobile?

3.2. Communication goals

Knowledge

Action

Feelings

We provide information about the benefitsWe do “brand awareness”

We suggest a product trialWe drive conversion (suscription, purchase, download, etc.)

We overcome barriersWe create preferences

3.3. Message strategy Message doesn’t equal creativity:

Message: What we will tell our target audience to achieve the goal we have set.

Creativity: How we will deliver the message so that we achieve the maximum effectiveness

Basic elements of a message: Benefit What? Reasoning Why? Proof points

And always aligned with the POSITIONING. Every message contributes to the strength of the positioning.

3.4. Media planning The media planning determines how do we deliver our

message to the target audience. We must take into account:

The context where the message will be. The moment when the user will consume our message If there’s any need to repeat the message (frequency) The user experience accross the whole process, from the

moment when she gets the message till she does the action expected.

Part 3. Communication plan

3.1. Target audience

3.2. Communication goals

3.3. Message strategy

3.4. Media planning

EXERCISE 3. (45’. 12.15 – 13.00 h.)

Create a Communication plan for 2 different target audiences.

THANK YOU FOR YOUR ATTENTION

@annaquintero