how do you make your brand travel

HOW DO YOUR MAKE

YOUR BRAND

TRAVEL

LEMON SCENTED TEA

GIJSBREGT VIJN

SANOMA MEDIA PARADE 2013

I AM….

• GIJSBREGT VIJN

• MY PERSONAL JOURNEY

• MD LEMON SCENTED TEA

• VRIJ/ XIAO

• LEMON SCENTED TEA: CREATIVE

AGENCY IN AMSTERDAM

SPECIALISED IN MAKING BRANDS

TRAVEL THROUGH ANY MEDIUM

POSSIBLE.

TODAY:

HOW DO

YOU MAKE

YOUR

BRAND

TRAVEL?

E = T

E = EFFORT (TIME + MONEY)

T = BUZZ + SALES

10

WHAT IS TRAVEL?

THE MAIN INGRIEDIENTS FOR

MAKING A BUSINESS TRAVEL

BRAND

TWO SUCCESFULL ENTREPRENEURS

ABOUT TRAVEL SUCCESS

“WE HAVE NO

CUSTOMERS

ONLY

AMBASSADORS”

“WE DON‟T SELL

PRODUCTS WE

SELL STORIES”

“FIND AN

INSPIRING

STORY AND

DELIVER ON

IT”

“INNOVATE

CONTINUOUSLY

AND SHARE IT

WITH THE

RIGHT PEOPLE”

SEPERATE BOXES ADDING UP TO AN EXPERIENCE

Identity / design Customer experience

Product Communication story =

CUP-A-SOUP MARKETING FUNNEL

DIGITALIZATION

Consumer who wants to join in

Transparency (reviews etc.)

Broadcast power consumer

MERGING PRODUCT & STORY / CONNECT DIGITAL

Product Service

The communication

story

Customer experience

Identity

Digitalisering

ENTERING THE „CLOSED CIRCUITS‟ OF PEOPLE

DEVELOP AN INSPIRING

STORY & DELIVER ON IT

KEEP THEM (DIGITALLY)

CLOSE, NO CUSTOMERS

ONLY AMBASSADORS

ONGOING INNOVATION THAT

LEADS TO GREAT CONTENT

LEADING TO SMART PR

TAKE OUT

BUZZ

Content that travels

The how of the brandEmotionalselling point

The whyof the brand

inspirationalvalues

The what of the brandUnique selling point

ISP

ESP (I like you)

USP (I need you)

Emotionalselling point

Inspirationalselling point

Unique selling point (functional)

ISP (I join you)

ESP (I like you)

USP(I need you)

ISP WORKS!!!

Rational.Facts. Features.

Feelings. Emotions. Loyalty.Trust.

Decisionmaking.

THERE IS POETRY ABOUT

ALMOST EVERYTHING…

WHY NOT ABOUT BRANDS

Emotionalselling point

Inspirationalselling point

Unique selling point (functional)

Story framework

of the brandactivation platform

forpeopletoparticipate in. ISP (I join you)

ESP (I like you)

USP(I need you)

Emotionalselling point

Inspirationalselling point

Unique selling point (functional)

Story framework

of the brandActivationplatform

forpeople to participatein. ISP (I join you)

ESP (I like you)

USP(I need you)

Emotionalselling point

Inspirationalselling point

Unique selling point (functional)

Story framework

of the brandStory platform forpeople to

participate in.

The ISP makespeoplebelieve in you. That is

the onlyrealfoundation for

engagement and loyalty.

Trust &Relevance

METHOD PEOPLE AGAINST DIRT

tryouroh-so-smartlaundrydetergents + softenersforloads of beautifully clean laundry.

thenthrowyour clean, sweet-smelling hands in the airlikeyoujustdon’t care. oh yeah ›

LOOK FOR

THE ONES

THAT WANT

TO LISTEN

& FOCUS ON

THE FIRST

FOLLOWER

A B

ONE STORY: MULTIFEEL BRANDING®

Sub-

storie

Campaign idea Campaign story

The mid segment of the marketSub-

storie

One story different ways to tell it.

Better content = More relevance = more impact =

more involvement= more virality = stronger brand

Sub-

storie

Sub-

storie

Sub-

storie

Target

4

Target

3

Target

2

Target

1

VS

DEVELOP A CONTENT CAROUSSEL?

Target 1

Target 2

Target 4

Target 3

Story

Content

channel

Content

channel

Content

channel

Content

channel

Sub

DATA

Sub

SubSub

DEVELOP AN ISP AND

ACTIVATE AROUND IT

FIND INFLUENCERS/ FIRST

FOLLOWERS & SPECIFY

YOUR CONTENT

BUILD CONTENT CARROUSEL

ACCELERATE WITH PAID

TAKE OUT

BUSINESS

MAKE IT

GOOGLE

PROOFLinks, links & links

conversation

MEDIA

ATTRIBUTION

TECH THAT UNDERSTANDS AND

PREDICTS THE EFFECTIVITY OF THE

MEDIAMIX. DOWN TO THE MEDIUM

THE TIMING AND THE POSITIONING.

“RELEAS

E EARLY

RELEASE

OFTEN”Mark ZuckerbergFacebook

MAKE YOUR CONTENT

GOOGLE PROOF

USE NEW TECHNOLOGY TO

FIND THE BEST MIX

EXPERIMENT & LEARN

TAKE OUT

Most important…

THIS WEEKENDS IMPACT

THIS WEEKENDS IMPACT

SUMMARY: HOW DO YOU MAKE A BRAND

TRAVEL

HOW DO YOU MAKE

YOURBRAND TRAVEL

BUSISNESS CARD = PRESENTATION DECK

SANOMA MEDIAPARADE DEAL!

1 HOUR OF FREE TRAVEL TALK + ADVICE

gijsbregt@lemonscentedtea.com

http://nl.Linkedin.com/in/gijsbregtvijn

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