passion in corp campaigns
DESCRIPTION
How to excite and get people interestedTRANSCRIPT
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
5TH MARKETING FORUM, NICOSIA, CYPRUS, DECEMBER 2008
Leda Karabela, IT Pro Marketing LeadMICROSOFT MIDDLE EAST & AFRICA HQEmail: [email protected]
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
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 act on their sentiments?
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
PASSION
!!!!http://www.youtube.com/watch?v=esrNyIg_SMI
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
EMO
TION
AL CON
TAGION
, HATFIELD, CACIO
PPO, &
RAPSON
, 1994
Emotional contagion: the tendency to express and feel emotions that are similar to and influenced by those of others. One view of the underlying mechanism is that it represents a tendency to automatically mimic and synchronize facial expressions, vocalizations, postures, and movements with those of another person and, consequently, to converge emotionally.
Expressed emotions and how they can influence
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
THE CASE OF HU
SH PUPPIES: SO
HO &
EAST VILLAGE KIDS
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
THE BASSET HOU
ND
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
1994-1995: THE TIPPING PO
INT FO
R HUSH PU
PPIES
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
THE NIKE + CASE
800,000 runners signed up to run a 10K race in 25 cities globally (Chicago - S. Paolo)
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
NIKE+ IPO
DNike + 25 city 10K run iPod making the connection
•As of August 2008 Nike+ iPod Gym users can record their workouts on Gym equipment including Life Fitness Treadmills, Cross-Trainers and Upright and Recumbent bikes. Users don't need a Sports Kit for this, they simply plug their iPod Nano into the iPod connector on the cardio equipment in their gym. Nike+ lets a user track this data as cardio miles on the web site.
•As of Sept. 2008, Apple has integrated the 2nd generation iPod Touch with built-in Nike+ capabilities, eliminating the need for an external receiver to be connected.
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
SOCCER &
FANS A CASE FO
R THE FUTU
REFIFA 2010
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
HOW
TO CO
NN
ECT & EXCITE THE FAN
SOpportunities for novel engagement
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
LINKAGES
Mobile downloads
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
LINKAGES
GPS functionality
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
PC & M
OBILE
Don’t miss a thing. Stay connected!
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
SO, IS THE CORPORATE WORLD CHANGING?
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
ENTERPRISE FO
R THE FUTU
REThe IBM Global CEO study: Defining the traits for success
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
IBM.CO
M/EN
TERPRISEOFTHEFU
TURE
Integration
“In the future, we will be talking more and more about the ‘prosumer’— aconsumer/producer who is even more extensively integrated into the valuechain.
As a consequence, production processes will be customized more precisely 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 compare product features and prices;
25 percent did so from a mobile device while in a store.
And one in ten sent text messages to friends and family during shopping trips to get input or share information on products.
“2007 Was the Year of the ‘Omni Consumer’ According to IBM Analysis.” IBM press release.December 17, 2007.
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
SO... HOW COULD YOU INFLUENCE THOSE YOU WANT TO TOUCH?
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
HOW
OLD DO
YOU
THINK THIS YAN
KELOVICH
POLL IS?
NYT: 54% of people avoid buying products that have overwhelmed them with advertising .
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
THE TIPPING PO
INT, M
ALCOLM
GLADWELL, 2001
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” reveals the surprisingly large role a small cadre of influencers he calls Connectors, Mavens, and Salespeople play in influencing others.
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 to connect us with new information;”
Salespeople are “people with the skills to persuade us when we are unconvinced of what we are hearing.”
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
PASSION
ATE MO
VEMEN
TSIn closing...
Marketing guru Seth Godin, says it best in his 2007 “meatball sundae”.
“Ideas that spread through groups of people are far more powerful than ideas delivered at an individual.
Social change, education, new-product launches, religious movements…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 through a community and leads to change — is far more powerful than any advertisements ever could be.”
Technical Audience Global MarketingTechnical Audience Global MarketingHelping people find better ways to do big things
THANK YOU! QUESTIONS? COMMENTS? ARGUMENTS?EMAIL ME AT [email protected]