how do you make your brand travel
DESCRIPTION
Enhance the impact of your marketing spend by developing an inspirational selling point and integrate PR, advertising & digital and focus on the influencers and first followers.TRANSCRIPT
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
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
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http://www.slideshare.net/gijsbregtvijn
THANK YOU
EMBRACE OWNED AND EARNED ACCELERATE WITH
PAID
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