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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
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
