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2
WHAT YOU WANT TO SAY
HOW IT IS PERCEIVED
3
COMMUNICATING AN IDEA
MARKETING AN IDEA
1 2
onkaro104
ATTENTION CAPSULE
ATHEME INFORMATION OPEN TO
LISTENNEXT STEPS
C T I O NStart with something
interesting and
attention grabbing
rather than something
basic and common.
You should be able to
sum up the entire
presentation into 2-3
sentences that fit on an
Index Card
A theme holds the
presentation together.
Once you decide on a
theme, ask yourself if
everything is on theme
Everything you need
to convince people of
the brilliance of your
point of view (data,
strategy, facts.,,)
Listen to what the
audience is asking and
watch their reactions &
body language to see if
they understand
Establish what you
want out of this
presentation before
you start. Determine
the destination first
Source: Coughter, Peter. The Art of the Pitch: Persuasion and Presentation Skills That Win Business. New York: Palgrave Macmillan, 2012.
onkaro105
End in Mind Story Outline
A talk is like a journey with ups & downs; and there’s always a place we try to get to. Let the audience know the destination before you take them on the journey. They have to know why you are telling this before you start telling it so they can undress the progress.
onkaro106
Think about a car salesman trying to sell this family car.
Instead of starting with all the features of the car, he asks why they are buying it. For a mother of two, he draws the picture of the experience of her picking the kids up from school, having all their soccer gear in the back next to the groceries.
Only then he talks about the doors, the TV, carpets& all the mechanics.
Destination
onkaro107
End in Mind Story Outline
It is always good to start your presentation with a story that captures the idea that you are presenting about. People can relate to stories more than they can relate to facts and figures. To capture the audience you need them to say ’this is interesting’
Campaign for Real Beauty (2004)
DOVE Not simply selling a bar of soap
They are selling the notion of how to feel beautiful and comfortable in your own skin.
“Women often select brands that they ‘believe’ in. Advertising a clear brand mission shows customers that the brand believes in its customers’ well-being, and builds trust.”
Nora Miller, co-founder of Anderson Miller PR
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1
Turn customers into advocates.
2
Stay part of the conversation.
3
Emphasize expertise
#wearebeautiful
onkaro1010
End in Mind OutlineStory
Before you start designing a presentation you need to break down the story that leads to the idea. Make an outline with all the main points you want to cover. Start from the top like you normally would and then start from the end when you are telling to find the best way to tell your story.
onkaro1011
DECONSTRUCT & ORGANIZE
Legal Pads & Post-its are your best friends when planning a presentation.
Start outlining and planning on paper and then break it out into sections.
Write every idea/ slide on a post it note. Move them around and see how the story changes.
123
onkaro1012
DeconstructEnd in Mind
1 2
Outline, Time, Cut& Repeat
3
onkaro1013
OutlineStoryEnd in Mind
Desire to Give
14
MARKETING AN IDEA
2COMMUNICATING
AN IDEA
1
onkaro1015
RESEARCH
BRAND VALUES
BRAND IDENTITY
STRATEGY
16
RESEARCH
17
MARKETING KNOWING
=
YOUCOMPETITORS
18
MARKET
INFORMATION SEGMENT
SIZEEVOLUTION
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RESEARCH EXERCISE
PERSONA
LOCATIONEDUCATION
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NAMEAGEGENDER
OCCUPATION
PERSONALITY
INTERESTS/ HOBBIES
NEEDS/ WANTS
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AGE37 29
GENDERM M
LOCATIONUPSTATE BROOKLYN
EDUCATIONBUSINESS GRAPHIC DESIGN
OCCUPATIONFINANCE DESIGNER
PERSONALITYFAMILY GUY, LOVES STEAK
SOCIAL, OUTGOING, VEGETARIAN
INTERESTS/ HOBBIES
HOLLYWOOD MOVIES, GOLF
INDIE MOVIES, YOGA, MEDITATION
NEEDS/ WANTS
FIT IN, GOOD-PAYING 9TO5 JOB
BE UNIQUE, DO WHAT YOU LOVE
NAMEBRIAN JUSTIN
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BRAND VALUES
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Value Proposition Exercise
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I help ______________________________
___________________________________
by ________________________________.
Who
Success
How
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I help ______________________________
___________________________________
by _________________________________
Who
Success
How
Startup Founders
better communicate their businesses to get funded
creating stories & visually appealing materials
character tone
language purpose
FRIENDLY WARM INSPIRING
PLAYFUL AUTHORITATIVE PROFESSIONAL
PERSONAL HUMBLE CLINICAL
HONEST DIRECT SCIENTIFIC
ENGAGE EDUCATE INFORM
ENTERTAIN DELIGHT SELL
COMPLEX SAVVY SERIOUS
SIMPLE JARGON-FILLED WHIMSICAL
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BRAND IDENTITY
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OPTIMISMCLARITY WARMTH
FRIENDLYCHEERFUL CONFIDENCE
EXCITEMENTYOUTHFUL BOLD
CREATIVEIMAGINATIVE WISE
TRUSTDEPENDABLE STRENGTH
PEACEFULGROWTH HEALTH
BALANCENEUTRAL CALM
Some examples of how colors are perceived
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ar·che·type ˈärkəˌtīp/Recurring patterns found in universal stories, identifying the themes, symbols and imagery as part of the human psyche.
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FREEDOM
SOC
IALEG
O
ORDER
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Order from chaos
All for one & one for all
Making people a priority
Where there’s a will, there’s a way
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CAREGIVER HERO
Making people a priority.
Consistent and trustworthy, they offer a high level of customer service. The Caregiver Archetype can be applied to brands that help people take care of themselves.
Where there’s a will, there’s a way.
Through their determination and perseverance, they heighten the awareness of those around them. They are competent, courageous and responsive, inspiring others to triumph over challenge.
33
34
35
STRATEGY
36
STRATEGY EXERCISE
THEGIFT
37
Thought Process of the giver /
Your emotions
2
Think about the Most Significant
Gift
1
How? Was the gift giver told?
3
What sets it apart?
5
Evaluate personality/
interests?
4
Time & Effort? Why?
6
38
ASSESS the PERSONALITY DIG
DEEPERMAKE IT BETTER
1 2 3
Planning a Marketing Strategy is like giving a gift!
onkaro1039
RESEARCH
BRAND VALUES
BRAND IDENTITY
STRATEGY
40
SUM UPWHAT YOU WANT TO SAY ≠ HOW IT’S PERCEIVED1A.C.T.I.O.N.2Begin with the “End in Mind”3Tell a “Story”4Deconstruct and Outline5Clearly define your Value Proposition6Do Market Research and know your audience7Identify your Brand Values8Create a Brand Identity9Make your Strategic Plans based on your research, values and identity10
THANK YOU!Gokce [email protected]