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presentation outline:
1. marketing has transformed • from targeting to triangulating
• how macro forces, human interests and business interests intersect to create HotSpotsTM
• brands succeed based on their ability to find their HotSpots
!
2. 5 hotspots skew Millennials • nice vice • me & we • me only better • be human • shared value
targeting
companycontent customer
…positioning was built by targeted ads meant to buy a place in people’s minds
company
culture
customer
…today, companies must earn a place in people’s hearts by intersecting customer interests
!
!
!
SHARED VALUE
in order to identify opportunities…
…we must find where business & human interests intersect
human interests - physiology - safety - love/belonging - esteem - self-actualization
macro forces- globalization - technology revolution - shifting balance of power - economic sustainability - environmental sustainability - revolution in healthcare
!
!
business interests - growth - profitability - productivity
HOTSPOTS
human interests - physiology - safety - love/belonging - esteem - self-actualization
macro forces- globalization - technology revolution - shifting balance of power - economic sustainability - environmental sustainability - revolution in healthcare
!
!
business interests - growth - profitability - productivity
we call these places HotSpotsTM