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Creating the want,[object Object],--------------------------------------------VP, Association/nonprofit practice,[object Object],Suzanne carawan,[object Object],Unlocking the Secrets to Demand Creation,[object Object]
Common Starting Points,[object Object],What is it that I want people to do?,[object Object],What’s the marketing plan?,[object Object],What are we offering?,[object Object],How do we communicate?,[object Object],When do we need to get X out by?,[object Object],How much $$$ do we need? How much $$$ do we have? ,[object Object]
Demand Creation Starting Points,[object Object],What is it that I want people to do?,[object Object],Who are the people that we are targeting?,[object Object],Do I know everything I can know about them?,[object Object],What is the pain that I am solving?,[object Object],What is the added benefit to their life that I am bringing?,[object Object],With which emotion do I need to connect in order to elicit the response that I seek?,[object Object]
Basics of Demand Creation,[object Object],Create a promise that only you can fulfill,[object Object],Connect with deeper level (subconscious or conscious) need or feeling,[object Object],Energize the feeling,[object Object],Reward the right choice, ignore the incorrect choice,[object Object],Manage supply/demand of the remedy,[object Object]
Creating the Promise,[object Object],Define the Promise that You can Fulfill:,[object Object],Make you rich, beautiful, thin, smart, loved,[object Object],Make you a top professional,[object Object],Make you a good person,[object Object],Make you an expert,[object Object],Make you a leader,[object Object],Make you part of a legend, team, culture, legacy,[object Object], Make you desired,[object Object]
Connect with Deeper Feelings,[object Object],Insecurities,[object Object],Ego,[object Object],Growth/Boredom,[object Object],Change/Contribution,[object Object],Idealism,[object Object]
Energize the Feeling: Creating the Want,[object Object],Amplify and empower the feeling—let it grow,[object Object],Powerful images,[object Object],Stories,[object Object],Music,[object Object],Lighting,[object Object],Time/Sequence,[object Object],How Much/How Little,[object Object]
How Demand Marketers Put Want into Action,[object Object],1) Define & Message the Audience(s):,[object Object],Take the time to really segment,[object Object],Take the time to message each segment,[object Object],Take the time to create a marketing strategy for each segment,[object Object],Take the time to take baseline and periodic measurements,[object Object],Fight the pressure to use mass marketing now it is about influence marketing,[object Object]
Manage Supply/Demand of the Remedy	,[object Object],Availability,[object Object],Only sell in 30 day periods,[object Object],Can only have one at a time,[object Object],Only see a certain amount of time each visit,[object Object],Example: NBC’s Must See TV Thursdays,[object Object],Premiums,[object Object],Periodicity,[object Object],Only offered at certain time periods,[object Object],Example: Disney Movie Releases on DVD,[object Object],Annual Awards,[object Object]
User Environment,[object Object],Content & Content Structure,[object Object],Language: Tone, Formality, ,[object Object],Visual: Color, Texture, Spatial Arrangement, Imagery, Use of Light, Typography,[object Object],Smell,[object Object],Touch,[object Object],User Interaction Model,[object Object],User flow,[object Object],User activity options,[object Object],Relationships,[object Object],New vs. familiar vs. shocking,[object Object],What Makes for an Engaging Experience? ,[object Object]
Techniques for Making X Engaging,[object Object],Creating Warmth,[object Object],Creating Awareness,[object Object],Inciting New Inquiry,[object Object],Inciting Action,[object Object],Driving New Revenue,[object Object],Creating Want,[object Object]
Reward the Right Choice,[object Object],Offer praise, recognition,[object Object],Publicly promote the person who’s made the choice; endorsements,[object Object],Celebrate!,[object Object]
How Demand Marketers Do It,[object Object]
Go-to-Market Strategy,[object Object],1) The overarching strategy that defines:,[object Object],Who you are targeting,[object Object],Estimated opportunity,[object Object],How you will reach them,[object Object],What it is that you are offering,[object Object],How it is that you will hook them,[object Object],When you will see the ROI,[object Object]
How Demand Marketers Put Want into Action,[object Object],2) Select the right integrated marketing mix that continues to build the demand through as many senses as possible:,[object Object],Direct & email,[object Object],In-person and virtual events,[object Object],Twitter, Facebook and LinkedIn,[object Object],Widgets and Websites,[object Object],Content: articles, papers, etc,[object Object],Videos & Photos,[object Object],Testimonials ,[object Object]
How Demand Marketers Put Want into Action,[object Object],3) Decide the Timing:,[object Object],-How fast, how slow,[object Object],-How much to reveal,[object Object],-When to reward,[object Object],  	-When to touch again,[object Object]
How Demand Marketers Put Want into Action,[object Object],4) Create the environment for communication and the actual communication content:,[object Object],-message,[object Object],-tone-lighting,[object Object],-music,[object Object],-packaging,[object Object],-velocity,[object Object]
How Demand Marketers Put Want into Action,[object Object],5) Decide the Reward,[object Object],-Gift?,[object Object],-Recognition?,[object Object],-Event? ,[object Object],-Volunteer?,[object Object],-Award? ,[object Object],-Insight? ,[object Object]
Examples of Demand Creation,[object Object]
Creating Warmth,[object Object],Tip!Periodicity works very well by creating dependence,[object Object]
Creating Warmth,[object Object],Tip!,[object Object],Everyone needs a break from reality. Create demand through whimsy, humor, relief from the grind.,[object Object],Tip!Highlighted content that is vetted is more desirable!,[object Object]
Creating Awareness,[object Object],Tip! Create demand through offering information in chunks: parts, series, chapters, installments.,[object Object],Think mini-series!,[object Object]
Creating Awareness: Program Matching ,[object Object],Tip!,[object Object],You can rarely go wrong with images of children or animals,[object Object]
Creating Awareness,[object Object],Tip!Adding the label “Essentials” is a great way to get attention! Same is true for “Most Popular”, “Must Haves”, & “Most Recommended”,[object Object]
Inciting New Inquiry,[object Object]
Inciting New Inquiry,[object Object]
Inciting Inquiry,[object Object]
Incite Action,[object Object]
Inciting Action,[object Object]
Creating Want,[object Object]
Creating Want,[object Object]
Creating Interactivity,[object Object]
Interactive Widget: Tell the Story,[object Object]
Interaction: The Cove,[object Object]
Interaction: The Cove,[object Object]
Interaction: The Cove,[object Object]
Interaction: The Cove,[object Object]
Interactive Widget: Video & Donate,[object Object]
Creating Engaging Communities,[object Object]
Right Ingredients, Right Recipe,[object Object],Talk to the right people in the right way using the right tools,[object Object],Leads to real conversation and energy exchange,[object Object],Energy exchange leaves an impression,[object Object],Impressions create memories,[object Object],Memories ask to be revisited,[object Object],User returns to test memory,[object Object],Same experience? User will return & likely to tell others ,[object Object]
Engaging Communities,[object Object]
Engaging Communities,[object Object]
Engaging Communities,[object Object]
Engaging Communities,[object Object]
Interactive Workshop:Collaborative Demand Creation,[object Object]
Go-to-Market Strategy,[object Object]
How Demand Marketers Put Want into Action,[object Object]
How Demand Marketers Put Want into Action,[object Object]
How Demand Marketers Put Want into Action,[object Object]
How Demand Marketers Put Want into Action,[object Object]
Demand Creation Summary,[object Object],Define the purpose and emotional connection,[object Object],Outline your go-to-market (GTM) plan,[object Object],Execute your GTM plan,[object Object]
Contact Information,[object Object],Suzanne Carawan,[object Object],scarawan@etouches.com,[object Object],	703.431.2208,[object Object],    Twitter: suzannecarawan,[object Object],	LinkedIn: /suzannecarawan,[object Object],Facebook: /suzannecarawan,[object Object]

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