awareness strategy
DESCRIPTION
Combining external experience with company's experience to create market awareness in IndonesiaTRANSCRIPT
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Cool Awareness Strategies
6 5 SAMUEL PRANATA
MARTHA TILAAR GROUP
External Experience Company Experience
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Products Adver;se Themselves
Integra;ng Offline-‐Online Ac;va;ons
Buzz Your Story Use Social Channel
Effec;vely
Get the Momentum
Timing is Everything
Let the Community
Sells Your Products
Value Product that Rock the Market
6COOL
AWARENESS STRATEGIES
THAT ROCK
Be A ROCK STAR
External Experience
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COZ SHE ROCKS THE MARKET
AYU TING TING IS A GREAT
ROCK STAR
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ADVERTISE Themselves
Products
#1
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#1
iPhone 4S Steve Jobs
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When queueing becomes a ritual
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The “God”
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Ac;va;ons
Integra;ng
#2
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Mizone Flashmob
#2
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Pre-‐event: Social Media Fever
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Pre-‐event: Training Video
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At the D-‐Day: Brand Experience in Ac;on
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Experience Amplifica;on
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Post-‐event: Spread the Excitement
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SOCIAL CHANNEL
BUZZ Your Story
#3
Effec;vely
Use
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#3
Magnum Crocs
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SOCIAL MEDIA BUZZ...
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TIMING
the Momentum
#4 Get
IS EVERYTHING
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#4
TVOne Sido Muncul
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The story behind...
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Great relevance...
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#5
Value Product that Rock
the Market
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BEAT THE GIANT...
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Go Emo;onal!!!
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RIDING THE WAVE...
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WHO’S THE WINNER???
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Sells Your Product
Let’s
#6
COMMUNITY
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#6
Tupperware Sunlight
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YOUR CUSTOMERS ARE SALESMEN
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COMMUNITY ACTIVATION...
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5
Martha Tilaar’s Story
Company Experience
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#1 CONNECTION
Build sincere emo;onal connec;on. Relate her with your brand. Link her with each other
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#1 CONNECTION Caring Community Program
Make Up Theather
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#2 CARE
She wants to be cared and appreciated. Listen to her!
Understand her!
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#2 CARE
Trend Warna Sari Ayu
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#3 VALUE Woman is
the most value-‐oriented creature. She will pay
to get exactly what she wants. Offer her a solu;on,
not just a list of features
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#3 VALUE
Duo Warna
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#4 EMPATHY
Be an empathe;c brand. Touch woman’s deepest heart with your love and passion.
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#4 EMPATHY
Empowering Woman – Training Centre
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#5 TRUST
Remember, trust is the most important emo;on
in a sale to woman. If you’re not trusted,
you’ll never earn her heart
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#5 TRUST Martha Tilaar Shop
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Be a...
With a Diamond