unlocking the secrets to demand creation
Post on 19-Oct-2014
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DESCRIPTION
A good introduction to demand creation--this presentation was prepared and presented for the 2010 Bridge Conference held in Washington, DC on July 27, 2010.TRANSCRIPT
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CREATING THE WANT
--------------------------------------------VP, ASSOCIATION/NONPROFIT
PRACTICESUZANNE CARAWAN
Unlocking the Secrets to Demand Creation
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Common Starting Points
What is it that I want people to do?
What’s the marketing plan?What are we offering?How do we communicate?When do we need to get X out by?How much $$$ do we need? How much $$$
do we have?
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Demand Creation Starting Points
What is it that I want people to do?
Who are the people that we are targeting?Do I know everything I can know about them?What is the pain that I am solving?What is the added benefit to their life that I
am bringing?With which emotion do I need to connect in
order to elicit the response that I seek?
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Basics of Demand Creation
Create a promise that only you can fulfillConnect with deeper level (subconscious or
conscious) need or feelingEnergize the feelingReward the right choice, ignore the incorrect
choiceManage supply/demand of the remedy
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Creating the Promise
Define the Promise that You can Fulfill: Make you rich, beautiful, thin, smart, loved Make you a top professional Make you a good person Make you an expert Make you a leader Make you part of a legend, team, culture, legacy
Make you desired
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Connect with Deeper Feelings
InsecuritiesEgoGrowth/BoredomChange/ContributionIdealism
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Energize the Feeling: Creating the Want
Amplify and empower the feeling—let it grow Powerful images Stories Music Lighting Time/Sequence How Much/How Little
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How Demand Marketers Put Want into Action
1) Define & Message the Audience(s):Take the time to really segmentTake the time to message each segmentTake the time to create a marketing strategy
for each segmentTake the time to take baseline and periodic
measurementsFight the pressure to use mass marketing
now it is about influence marketing
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Manage Supply/Demand of the Remedy
Availability Only sell in 30 day periods Can only have one at a time Only see a certain amount of time each visit
Example: NBC’s Must See TV Thursdays Premiums
Periodicity Only offered at certain time periods
Example: Disney Movie Releases on DVD Annual Awards
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User Environment Content & Content
Structure Language: Tone,
Formality, Visual: Color, Texture,
Spatial Arrangement, Imagery, Use of Light, Typography
Smell Touch
User Interaction Model User flow User activity options Relationships New vs. familiar vs.
shocking
What Makes for an Engaging Experience?
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Techniques for Making X Engaging
Creating Warmth Creating Awareness Inciting New Inquiry Inciting Action Driving New Revenue Creating Want
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Reward the Right Choice
Offer praise, recognitionPublicly promote the person who’s made the
choice; endorsementsCelebrate!
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How Demand Marketers Do It
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Go-to-Market Strategy
1) The overarching strategy that defines: Who you are targeting Estimated opportunity How you will reach them What it is that you are offering How it is that you will hook them When you will see the ROI
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How Demand Marketers Put Want into Action
2) Select the right integrated marketing mix that continues to build the demand through as many senses as possible: Direct & email In-person and virtual events Twitter, Facebook and LinkedIn Widgets and Websites Content: articles, papers, etc Videos & Photos Testimonials
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How Demand Marketers Put Want into Action
3) Decide the Timing:-How fast, how slow-How much to reveal-When to reward
-When to touch again
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How Demand Marketers Put Want into Action
4) Create the environment for communication and the actual communication content:-message-tone-lighting-music-packaging-velocity
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How Demand Marketers Put Want into Action
5) Decide the Reward-Gift?-Recognition?-Event? -Volunteer?-Award? -Insight?
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Examples of Demand Creation
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Creating Warmth
Tip!Periodicity works very well by creating dependence
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Creating Warmth
Tip!Everyone needs a break from reality. Create demand through whimsy, humor, relief from the grind.
Tip!Highlighted content that is vetted is more desirable!
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Creating Awareness
Tip! Create demand through offering information in chunks: parts, series, chapters, installments.
Think mini-series!
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Creating Awareness: Program Matching
Tip!You can rarely go wrong with images of children or animals
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Creating Awareness
Tip!Adding the label “Essentials” is a great way to get attention! Same is true for “Most Popular”, “Must Haves”, & “Most Recommended”
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Inciting New Inquiry
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Inciting New Inquiry
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Inciting Inquiry
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Incite Action
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Inciting Action
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Creating Want
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Creating Want
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Creating Interactivity
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Interactive Widget: Tell the Story
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Interaction: The Cove
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Interaction: The Cove
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Interaction: The Cove
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Interaction: The Cove
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Interactive Widget: Video & Donate
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Creating Engaging Communities
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Right Ingredients, Right Recipe
Talk to the right people in the right way using the right toolsLeads to real conversation and energy exchangeEnergy exchange leaves an impressionImpressions create memoriesMemories ask to be revisitedUser returns to test memorySame experience? User will return & likely to tell
others
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Engaging Communities
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Engaging Communities
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Engaging Communities
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Engaging Communities
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Interactive Workshop:Collaborative Demand Creation
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Go-to-Market Strategy
Define each cell:
Target Audience(s)
Estimated Opportunity
How We Will Reach Them
Offer
Hook
Break-Point for ROI
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How Demand Marketers Put Want into Action
Will We Use? How So?
Direct Mail
In-person events
Social media
Website Properties
Content
Videos
Photos
Testimonials
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How Demand Marketers Put Want into Action
Start Date Repeat? Frequency?
End Date
Twitter 08/01/10 3x/day 12/31/20
Facebook 8/5/10 2x/week 9/10/10
Interactive Video Widget
8/1/10 24/7 10/1/10
Blog Series 8/10/10 1x/week 9/1/10
Thank You Reception
9/15/10 Once 9/15/10
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How Demand Marketers Put Want into Action
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How Demand Marketers Put Want into Action
Action Reward Awarded To
Donating Memory Wall Donna Pillman
Blogging Award-Rating; repeating; publishing
Tom Mathers
Sponsorship of Gala Dinner Table
Letter; invitation to subsequent event for sponsor donors
Gordon Thornton
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Demand Creation Summary
Define the purpose and emotional connectionOutline your go-to-market (GTM) planExecute your GTM plan
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Contact Information
Suzanne [email protected]
Twitter: suzannecarawanLinkedIn: /suzannecarawanFacebook: /suzannecarawan