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Setting the SM campaign tone: from Objectives & Goals to
Positioning The Case of Reckless Household Spending
Agenda O Where are we now? O Campaign objectives
O Behavior change O Knowledge & Beliefs
O Goals O SMART criteria
O Positioning
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What we have accomplished so far
Define the problem
Situation analysis
Select target market/s
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5 criteria for choosing behavior objectives
O IMPACT O DOABLE O MEASUREABLE O MARKET DEMAND O MARKET SUPPLY
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7 common denominators of millionaires
O They live well below their means. O They allocate their time, energy and money
efficiently, in ways conducive to building wealth. O They believe that financial independence is more
important than displaying high social status. O Their parents didn’t provide economic outpatient
care. O Their adult children are economically self-sufficient. O They are proficient in targeting market
opportunities. O They choose the right occupation.
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