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

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...