WHY CHOOSING NOT TO BUY ANOTHER PAIR OF SHOES DOES NOT MAKE YOU FEEL

GUILTY OR AWKWARD?

INSIGHT

PUBLIC IS GIVING HAND OUT NOT HAND UP PERCEIVING BUYING “THE BIG ISSUE”

AN ACT OF DO-GOODING FOR BAGGERS

INSIGHT

TOO MANY DIFFERENT EMOTIONS INVOLVED

CHALLENGE

FIND A FAST & CHEAP WAY TO CHANGE THE PERCEPTION OF BUYING

“THE BIG ISSUE” AS AN ACT OF DONATION & INCREASE THE SALES VOLUME

IDEA

THERE IS NO ROOM FOR EMOTION IN BUSINESS

“SAVE YOUR EMOTION, IT IS ALL ABOUT MY PROFIT, YOU DO-GOODER!”

EXECUTION

PHASE I – DISTURB

“SAVE YOUR EMOTION, IT IS ALL ABOUT MY PROFIT, YOU DO-GOODER!”

1. NEW FORCE – VENDOR ASSOCIATION

2. A PUBLIC DEMONSTRATION

3. NEW OWNED MEDIA ACCOUNTS

4 . CHALLENGE EXISTING FACEBOOK COMMUNITY

“That Awkward Moment When You Make Eye Contact With The Big

Issue Guy”

PR

EVENTS

SOCIAL NETWORKS

DIGITAL VIDEOS

ONLINE BUZZ

EXECUTION

1. REFOCUS CONVERSATION

BUSINESS MODEL EXPLAINED VENDOR TESTIMONIALS

2. INITIATE SALES

“THE BIG ISSUE” IMPACT ON LOCAL ECONOMY, SOCIETY

PR

SOCIAL NETWORKS

DIGITAL VIDEOS

ONLINE BUZZ

DONATED AD SPACE

PHASE II - REFOCUS

SUBSTITUTE EMOTION WITH PRAGMATICAL INFO AND CALL TO ACTION

RESULTS

MORE PEOPLE SEEING “THE BIG ISSUE” VENDORS AS ENTERPRENEURS NOT BAGGERS

SALES INCREASE

INITIATED PUBLIC DEBATE FREE MEDIA COVERAGE ONLINE BUZZ INCREASED TRAFFIC TO OWNED MEDIA

INSIGHT: PUBLIC TREATS “THE BIG ISSUE” VENDORS AS BAGGERS CHALLENGE: FAST & CHEAP WAY TO CHANGE THIS PERCEPTION IDEA: “SAVE YOUR EMOTION, IT IS ALL ABOUT MY PROFIT, YOU DO-GOODER!” EXECUTION: DISTURB AND REFOCUS PUBLIC CONVERSATION RESULTS: CHANGED PUBLIC IMAGE OF “THE BIG ISSUE” VENDORS & INCREASED SALES VOLUMES

SUMMARY

“SAVE YOUR EMOTION, IT IS ALL ABOUT MY PROFIT, YOU DO-GOODER!”