Marketing Class

By Karina H Ananta

AIESEC in Indonesia 15/16

Marketing Academy Day 2 – 2 credits

Agenda o Check In o The secret of motivation o Value exchange o Understanding our product o Product Flow o Conversion Rate o LDM For Marketing o Check Out

The Secret of Motivation source : dan pink’s tedtalk “The puzzle of motivation”

Value Exchange

A value exchange starts with people’s needs

Consumer’s needs

People’s needs have changed due to an increasingly complex and

interconnected world

Matched by ways organization can fulfill these needs

Consumer’s needs

Actions we can take To fulfill those customer needs

Organization

needs

And the delivery of mutual benefit

Consumer’s needs

Value exchange based on shared contribution and benefit

Organization

behaviors

Value exchange

Consumer needs

o The organization delivers what i need from a product or service

o I feel good buying this products or services

o I believe in the organization’s purpose

o I feel good about this organization's commitment to its community

Consumer needs Organization can fulfill

these needs

o The organization delivers what i need from a product or service

o I feel good buying this products or services

o I believe in the organization’s purpose

o I feel good about this organization's commitment to its community

o Acts with a clear mission and purpose at its core

o Invite costumer to interact with organization

o Helps people achieve their personal goals

o Quick to respond to people's concerns and complaints

o Communicate the product transparently

Emotional and rational needs are

merging

People want more value in brands

relationship

Meeting people three needs create benefit

Rational +

Emotional +

Societal

Basic people needs

AIESEC Product Value

Product Flow

Product Flow

UNDERSTAND ------

FOCUS CUSTOMISE

GOAL TARGET

AUDIENCE CHANNEL MESSAGE

Product Flow Understand

Understanding internal external

reality

Focus

Select Main Target Markets (based on Sub-Products for GIP/ Issues for

GCDP

Customize Evolving product

value and packaging based

on this

Product Flow

GOAL TARGET

AUDIENCE CHANNEL MESSAGE

Every time you have to define a communication strategy for supporting your operations, you must follow the simple GTCM

process!

Product Flow

GOAL

TARGET AUDIENCE

CHANNEL

MESSAGE

Define the goal of the strategy. It should always be based only in ELD MoS.

Define to whom the product/program is going to be offered, i.e. IT students, last year of university, etc.

Define with what kind of channels the audience is going to be approached, i.e. social media, class presentation, library booth, etc.

Define how the communication of the product is going to be done to the target audience, what is going to be said to them.

Customer Flow

Customer Flow

Customer phase

Customer Flow

Status in EXPA

Customer Flow

Steps EP will through in EXPA

Customer Flow

Steps Sending Entity of EP will through in EXPA

Customer Flow

Steps Host Entity to get EP will through in EXPA

Customer Flow

TN’s journey with AIESEC

Customer Flow

Customer journey with AIESEC

Customer Flow

What AIESEC will do for TMP/TLP

Conversion

Conversion

Remember our customer flow?

Conversion

Conversion

We make them ‘jump’ from one process to

next process

Conversion

We make them ‘jump’ from one process to

next process

120 60 If you have,

Conversion

We make them ‘jump’ from one process to

next process

120 60 If you have,

You will get the conversion rate :

60/120*100=50%

Conversion

We make them ‘jump’ from one process to

next process

120 50 If you have,

You will get the conversion rate :

50/120*100=41,6%

The tricky part

Conversion

We make them ‘jump’ from one process to

next process The tricky

part

You need to get your customer to

agree this is the time and place to TAKE ACTION.

Conversion

We make them ‘jump’ from one process to

next process The tricky

part

You need to get your customer to

agree this is the time and place to TAKE ACTION.

Let’s move them to COMFORT ZONE

When they feel discomfort they

gone

Conversion

Common causes of discomfort

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Conversion

Common causes of discomfort

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Conversion

Common causes of discomfort Confusion

The key to overcome confusion is clarity

Watch the usage of AIESEC abbreviation

Conversion

Common causes of discomfort

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Conversion

Common causes of discomfort

Distraction

The key to overcoming distraction is focus.

Keep it simple.

Conversion

Common causes of discomfort

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Conversion

Common causes of discomfort Apathy

Overcome apathy by making sure nothing begins to feel optional, less urgent, irrelevant.

Conversion

Common causes of discomfort Apathy

The trick is, Context : Qualify and disqualify Differences : What can we deliver unlike anyone else? Emotions: Tap into pleasures and pains with power words.

Conversion

Common causes of discomfort Apathy

Context: marketers Difference: focused budgeting Emotions: love

This is how you have to create your contents. Pick the right words!

Conversion

Common causes of discomfort

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Conversion

Common causes of discomfort Boredom

You can’t bore people into buying. If attention is the golden goose,

boredom is its rotten egg.

Conversion

Common causes of discomfort Boredom

Make it FUN

• Lighten up • Tell a story • Push emotional buttons • Ask questions • Speak to memories, values, dreams • Use your sense of humor • And remember who you are talking about… The customer

Conversion

Common causes of discomfort

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Conversion

Common causes of discomfort Friction

Desire – Friction = Conversion rate Give readers what they are looking for :

ease.

Conversion

Common causes of discomfort Friction

Reduce Risk

• “What if” always lingers in the reader's mind

• Introduce safety nets • Address fears with reasons to be

fearless

Conversion

Common causes of discomfort

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Conversion

Common causes of discomfort Lack of trust

We talk too much like marketers because we’re not listening to our customers.

Develop pathological empathy for your customer

Conversion

Common causes of discomfort

Confusion Distraction Apathy Boredom Friction Lack of trust Mystery

Conversion

Common causes of discomfort Mystery

Give CLEAR direction and CLEAR message

Conversion

You may not transform customer, but you can make them feel good

about taking action.

Leadership We Want to Develop

We said that we are a leadership

organization

But what kind of leadership?

After our 67 years of experience in leadership development, 2

years of research within 4000+ people involved

We create one leadership development model, which represents the key

organizational value proposition that AIESEC gives to the world through all of

its programmes.

We aim to create 4 qualities of leadership

1 value proposition

Lead the change towards an LDM-centered AIESEC

Analyze your main problem in conversion, consider customer flow to find the problem.

For example : Stage : Going to event – Submit form = The

booth of the event is not interesting, there are no info how to fill the form

Stage : Registration – apply = There are no clear instruction to apply to the program

Assignment