marketing class 2
TRANSCRIPT
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
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
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.
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
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.
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