Kidspropertiesandplanningv5

KIDS' PROPERTIES AND CROSS MEDIA PLANNING

Marketing by

E-Partizipation

Agenda

2 very practical examples1 lesson theory

1 practical example again&

6 conclusions

Conclusions

#1 The crowd is learning from the web!

ergo

#2 The creativity is becoming borderless!

Conclusions

#3 Give the community a chance to be part of it.

#4 Let them tell their own storys with your characters

#5 Fix – Guide - Earn

Ecoworld for Kids ContentTechnology Suppliers

Customers teachersCustomers relatives

Customers

Customers mates

BroadcastersArtists

Competitors

Distributors

Investors

Mobile

Merchandisers

Games

Technology Partners

Web

Public

ToolsContent Communication Events

Market Approach for Kids ContentMarket levels

Creators, partners

Distributors

Teachers

Broadcasters

Webchannels

Kids

Parents, family

Public

Characters, logo, identification

A - Messages Intranet, Alerts, Chats, Forums

A - Events

Content, logo, slogan

A - target group messages

visits, networkingletters, E-Mail

Content, brand, slogan

A - target group messages

Networking, letters, visits

Content Press release Fax, E-Mail Media conference

Channel adapted content

Postings, Uploads

How-to –use- content

A - target group messages

Webpage, Newsletter

Summer sessions

What-to-present- content

A – target group messages

Webpage

Main content and characters

Uploads & downloads

Homepages Skype conferences,

ResourcesForms Objects Goals Time frame

Content integration

functional

instrumental

horizontal

vertical

Thematic adjustment by connecting lines

Consistency originality,common ground

Standard messages, arguments, pictures

Long term

Formal integration Compliance with formal design principles

Presence, conciseness, clarity

Standard Signs/Logos, Slogans by fonts, size und colours

Mid & long term

Time integration Coordination within and between planning periods

Consistency,continuity

Event Planning "timing“

Short & mid term

Adapted by Bruhn&Boenigk 1999

Integrated Cross Media Strategy

Earning,Earning,Earning

...Starting over

again - with the same BRAND

Recruiting, AkquisitionCreation Communitybuilding

StorytellingGame

Open Development of Kids Content

Characters,Context,Styles,Brand,

etc.

PicsShots

Blog,Intranet,

Web

UploadsVidsPics

Twitter,Facebook,Youtube

CooperationPartner,

CoWorkers(Rule

descriptions)

SeedmoneyFFF

Merchandiseretc.

GameIdea

Script

GameApp

Development

GameDistribu-

tion

YouTubeSeries

< 2‘

Broadcast Series

> 5‘

iPadComic

Licensing, Co-Branding

MerchandisingBoardgame,

Outdoor,Cuttle toys

etc.

Supplier,Artists,

Musicans,Moderators

etc.

Recruiting, Akquisition

Wikis

Apps

RRS Feeds

SEO

Many-to-one

E-mail

Skype

Blogs

The Chance of New Media Marketing

Nanocasting

The all e-channel

approach

Webinars Affiliate Programms

Landing Pages

Mashups, Widgets

Value Chain

10 Million sales

in 10 days!

The #6 And Last Conclusion

P.S. Changing of Behavior Paradigm

P.S.S. A Cup of Coffee - with Love...

Backup

The Momentum Effect

The word ‚momentum‘ refers loosely to the ‚momentum effect‘. The momentum effect is a phenomenon by which, under specific conditions, exceptional organic growth is greated that feeds on itself. This exceptionel growth we will simply call ‚momentum growth‘.

J.C Larreche

Momentum-powered firms

Firm Years Firm Years

Apple 10 Nike 10BMW 30 Rentokil 20Dell 10 Sony 10FedEx 30 Starbucks 10First Direct 15 Swatch 10IBM 50+10 Tetra Pak 20IKEA 20 Toyota 10Johnson&Johnson 30 Virgin Atlantic 20Microsoft 20 Wal-Mart 30

J.C Larreche

The Value Creation Process

J.C Larreche

Value OriginationFocus: Customers

Value CaptureFocus: Partner and competitors

Value ExtractionFocus: Internal Efficiency

The Twin Engines Of Momentum

J.C Larreche

Compelling Value

CompellingInsights

Compelling Equity

Power Offer

Design

Vibrant Satisfaction

Power Offer

Execution

Vibrant Execution

Vibrant Retention

Momentum Design Momentum Execution

Momentum Design At Skype

J.C Larreche

Compelling ValueWhat do these

customers value?Communication, Low

cost, Reliability, Freedom of Acess, Shared enjoyment

CompellingInsights

What the customer insight?

Extend internet chat to live internet audio and

video chat

Compelling EquityWhat value do they

have to Skype?Large base of internet savy consumers with

high potential for paid premium products and advertising exposure

Power OfferDesign

What‘s the offer?‚The whole world can

talk for free‘Convienient, low cost,

enjoyable audio & video telephone for broadband internet

users

Momentum Execution at Skype

J.C Larreche

Vibrant Satisfaction

What drives emotions?Beating the telecoms

providerbetter than

expectationsFun to use

Power Offer Execution

What‘s the offer?‚The whole world can

talk for free‘Convienient, low cost,

enjoyable audio & video telefon for

broadband internet users

Vibrant Engagement

What drives advocacy?‚Member‘ of trendy

clubSharing a good deal

News value

Vibrant RetentionWhat‘s drives action?‚The whole world can

talk for free‘Contact with community

Prompt from other users

Already on PC

The Kano Model

Noriaki Kano

Need notfullfield

satisfied

dissatisfied

Need wellfullfield

Indifference

PerformanceExcitement

Basic

The Power Offer

That grip between compelling value and compelling equity provides the traction that starts momentum.

J.C Larreche

Recent Power Offers

BlackBerry Lexus BMW 5 Series NespressoBoing 787 Nintendo DS Nintendo Wii CemexCommerce Bank Novartis Glivec Corona Red BullSkype Swatch eBay FacebookGoogle First Direct Tetra Pak Tom TomHarry Potter Toyota Prius iPhone iPadiPod Virgin Atlantic

J.C Larreche

The Three Pillars Of A Power Offer

J.C Larreche

Power Crafting

CompellingProposition

Compelling Target

The Momentum Business Model

J.C Larreche

Power Crafting

CompellingProposition

Compelling Target

Power Crafting

CompellingProposition

Compelling Target

Power Offer Design Power Offer Execution

Customer Satisfaction and Behaviour

J.C Larreche

Passive

Customers

Satisfaction Score

Cust

omer

Eng

agem

ent

Des

pera

dos

Cham

pion

s

Positive

Neutral

Very Dissatisfied Neutral Very Satisfied