Mastering Marketing: Transforming Concepts to Images
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Guide on How to Transform Marketing Concepts Into Images. Part of the Marketing Management Class requirements of Prof. Bong De Ungria at the Ateneo Graduate School of Business
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Mastering Marketing: Transforming Concepts to Images
- 1. BETTER VISUAL MODELS (Transforming Marketing Concepts to Memorable Images) VCoach Bong De Ungria May 2, 2012 www. coachbong.blogspot.com
- 2. Outline: Tips to Improve Visual Models 1. Narrate with headlines 2. Label images with text 3. Build story slide by slide 4. Summarize key images 5. Don’t Clutter 6. Choose simplest, universal 7. Customize the website! www. coachbong.blogspot.com
- 3. Headlines (top red line) narrate the story, not just the title Improvement #1 www. coachbong.blogspot.com
- 4. Next 5 slides are Mara Nilo’s original slides where the headlines are mere titles… Needs Improvement 1 www. coachbong.blogspot.com
- 5. 12. 3 V’s Approach to Marketing VVV www. coachbong.blogspot.com
- 6. 13. 3 V’s: Value Segment VVV www. coachbong.blogspot.com
- 7. 14. 3 V’s: Value Proposition VVV www. coachbong.blogspot.com
- 8. 15. 3 V’s: Value Network VVV www. coachbong.blogspot.com
- 9. 16. Value Chain VVV www. coachbong.blogspot.com
- 10. Next 5 slides are improved versions of the headline… (also added text subtitle to image) Application of Improvement 1 www. coachbong.blogspot.com
- 11. 12. 3 V’s Approach to Marketing VVV www. coachbong.blogspot.com
- 12. 13. 1st V: Value Segment: Who do you Offer? VVV 1.Segment www. coachbong.blogspot.com
- 13. 14. 2nd V: Value Proposition: What do you Offer? VVV 1.Segment 2. Proposition www. coachbong.blogspot.com
- 14. 15. 3rd V: Value Network: How do you Deliver the Promise? VVV 1.Segment 2. Proposition 3.Network www. coachbong.blogspot.com
- 15. 16. Value Chain is As Strong as the Weakest Link 2. Proposition 1.Segment VALUE CHAIN 3.Network IMPORTANT: Compare this with the original slide: Notice the chain’s position does not overshadow other images www. coachbong.blogspot.com
- 16. Outline: Tips to Improve Visual Models 1. Narrate with headlines 2. Label images with text 3. Build story slide by slide 4. Summarize key images 5. Don’t Clutter 6. Choose simplest, universal 7. Customize the website! www. coachbong.blogspot.com
- 17. Label your images with text (Allow the stand-alone slide to tell the story) Improvement #2 www. coachbong.blogspot.com
- 18. Build the Story with Each Slide (Don’t put everything all at once) Improvement #3 www. coachbong.blogspot.com
- 19. Next 4 slides are the original submission of Kathleen Lizette Crisostomo Very Creative But Cant Understand Just by Viewing Slides www. coachbong.blogspot.com
- 20. www. coachbong.blogspot.com
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- 24. Next 4 slides are the improved slides Very Creative Visual With Narrative Text www. coachbong.blogspot.com
- 25. Here is John, 12 yrs old, a customer… Customer www. coachbong.blogspot.com
- 26. Like most customers, John weighs benefit vs. cost Benefit Customer Cost www. coachbong.blogspot.com
- 27. John decides benefits balance cost, he decides to buy a dog… Purchase Decision Benefit Customer Cost www. coachbong.blogspot.com
- 28. Loyalty Customer Satisfaction Satisfaction after the Purchase Decision purchase= Customer Loyalty Benefit Customer Cost www. coachbong.blogspot.com
- 29. Outline: Tips to Improve Visual Models 1. Narrate with headlines 2. Label images with text 3. Build story slide by slide 4. Summarize key images 5. Don’t Clutter 6. Choose simplest, universal 7. Customize the website! www. coachbong.blogspot.com
- 30. Have an integrating or summary slide that links most concepts together & is “drawable” on the board Improvement #4 www. coachbong.blogspot.com
- 31. This summarizes, but hard to draw, difficult to remember Can improve this: Choose related images to tell a story by Donna Sia www.coachbong.blogspot.com
- 32. Simpler summary but lacks text labels & not enough concepts By Kristoffer Jongco www. coachbong.blogspot.com
- 33. Outline: Tips to Improve Visual Models 1. Narrate with headlines 2. Label images with text 3. Build story slide by slide 4. Summarize key images 5. Avoid Clutter 6. Choose simplest, universal 7. Customize the website! www. coachbong.blogspot.com
- 34. Don’t clutter the summary slide with too many images (1 image can represent several concepts) Improvement #5 www. coachbong.blogspot.com
- 35. Too cluttered with non-drawable images & less important concepts www. coachbong.blogspot.com
- 36. Improved version: focused on key concepts & images www. coachbong.blogspot.com
- 37. Outline: Tips to Improve Visual Models 1. Narrate with headlines 2. Label images with text 3. Build story slide by slide 4. Summarize key images 5. Don’t Clutter 6. Choose simplest, universal 7. Customize the website! www. coachbong.blogspot.com
- 38. Choose the more universal, simpler image, then label it Improvement #6 www. coachbong.blogspot.com
- 39. Simple image + text is better ! Choose this over this… Winning vs competition www. coachbong.blogspot.com
- 40. Outline: Tips to Improve Visual Models 1. Narrate with headlines 2. Label images with text 3. Build story slide by slide 4. Summarize key images 5. Don’t Clutter 6. Choose simplest, universal 7. Customize the website! www. coachbong.blogspot.com
- 41. One more thing- Go the extra mile… customize Change www.yourwebsite.com to 1. Your individual or group’s url (or) 2. Hypermarketing2.com (or) 3. Coachbong.blogspot.com www. coachbong.blogspot.com
- 42. Outline: 7 Tips to Mastering Marketing using Visual Models 1. Narrate with headlines 2. Label images with text 3. Build story slide by slide 4. Summarize key images 5. Don’t Clutter with trivia 6. Choose simplest, universal 7. Customize the website! www. coachbong.blogspot.com
- 43. BETTER VISUAL MODELS (Transforming Marketing Concepts to Memorable Images) VCoach Bong De Ungria May 2, 2012 www. coachbong.blogspot.com
Notas do Editor
- The value chain is a tool for identifying ways to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product.
- The value chain is a tool for identifying ways to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product.
- The CUSTOMER is now on top of the organizational hierarchy
- Customer Perceived Value (CPV) = Difference between all benefits and costs of an offering and the perceived alternatives
- Loyalty (dog) = deeply held commitment to re-buy or re-patronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behaviorQuality (check) = totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs
- Magnet = marketing is the art of ATTRACTING and KEEPING profitable customersProfitable Customer (thumbs up) = revenue from person/household/company > company’s cost of attracting, selling and servicingSatisfaction (smiley face) = Customer Lifetime Value
- The CUSTOMER is now on top of the organizational hierarchy
- Customer Perceived Value (CPV) = Difference between all benefits and costs of an offering and the perceived alternatives
- Loyalty (dog) = deeply held commitment to re-buy or re-patronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behaviorQuality (check) = totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs
- Magnet = marketing is the art of ATTRACTING and KEEPING profitable customersProfitable Customer (thumbs up) = revenue from person/household/company > company’s cost of attracting, selling and servicingSatisfaction (smiley face) = Customer Lifetime Value