Steven Yu

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The Platform

http://www.slideshare.net/Stevenyu8/the-platform1-62391380

In my experience in the creative leadership role, driving marketing innovation I find that there is an solution that people have been speaking about in one form or another but often I have not seen it executed in a way that benefits both creativity and business. The following proposal is another step in finding a solution.

THE PLATFORM DELIVERING THE NEXT GENERATION CREATIVE, MARKETING AND MEDIA SERVICES. FIRST DRAFT 03_19_2016

OUR GOAL ENHANCING CREATIVE AGENCIES RELEVANCE FOR MODERN CONSUMER IN CHINA (ASIA) BY DELIVERING THE NEXT GENERATION OF CREATIVE, MARKET, AND MEDIA SERVICES IN CHINA.

EXEC SUMMARY / KEY THOUGHTS

• Problem - lack of dynamic thinking around products, services brands and the relationship to customers

• Fundament causes - culture of riding past success, with limited ability to strategically plan for and/or foster change

• Platform - is a holistic approach to identifying and expressing core elements of how and why a consumer identifies with the image, benefits and attributes from a product or service (i.e., trust)

• Platform - how we do it (models to capture how to deal with the above.)

CURRENT PROBLEMS IN THE MARKET

• Creative community in China lacks passion in current agency work.

• Consumer lacks trust in marketing communication.

• Brands lacks trust in agencies ability to connect consumers to their brand.

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AGENCY SIDE PROBLEMS AND DRIVERS

• both international and local clients have very bureaucracy driven reporting lines, internal teams responsible for Marketing and sales have no relatable KPIs(key performance indicator).

• If agencies are to make a real difference that can be measured, is it on brand visibility or sales, doing both in marketing are often 2 very different executions.

• Due to these conflicting issues, clients stretch and question the need for marketing and design which create logistical issues from within. Creative and Design teams often take up 70% of the HR costs and pay roll is ever increasing due to competitive nature and lack of creative culture and support. The creative and account servicing team are often very distraught due to lack of direction from client and partnership.

UNDERSTANDING BRANDS

• With smaller marketing budgets to gain profitable results, brands have been reliant on research groups to ensure successful marketing campaigns.

• When going to agency for support their models often is not directly involved in early adopters communities, which is often where agencies need to be to stay relevant to engage target consumers to better secure positive results in their campaigns.

CONSUMER INSIGHTS

• Now it is estimated that the average consumer sees about one million marketing messages per month, which is about 3,000 per day.

• The concept of shopping has shifted from owning stuff to buying into new ideas and services that connects them with other like minded people.

• Looking to make a difference, but don’t know how.

OUR SOLUTION CREATING A PLATFORM THAT ENGAGES MODERN CONSUMERS AS A COMMUNITY THAT WANTS TO TRANSFORM THE WORLD FOR THE BETTER, RATHER THAN JUST CUSTOMERS.

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PLATFORM BASED ON CREATIVE COMMUNITIES

Most early adopters see the world in a slightly different way. Most want more out of life and actively seeks this out. In Asia, this community is very difficult to find even amongst the creative agency pool. By providing this platform (Service) where they are able to seek their meaning in life and be productive is key to this platform.

TOP 5 MOST APPEALING TYPES OF MARKETING IN CHINA Service Engagement

•Helps me understand Provides info that helps me make decisions

•Instruction on how to do things Allows me to personalize the brand Inspirations of consumer’s daily life 

•Helps me understand Provides info that helps me make decisions Instruction on how to do things

•Allows me to personalize the brand Entertains by making me laugh or cry

AD AGENCIES SHOULD ACT MORE LIKE TECH STARTUPS

• TECH STARTUPS ARE BASED AROUND AUTOMATION AND EFFICIENCIES.

• AGENCY BUSINESS MODELS ARE BASED AROUND INCREASING BILLABLE SERVICES.

• TECH STARTUPS EXIST TO SERVICE AN OPPORTUNITY IN THE MARKETPLACE.

• AGENCIES EXIST TO SERVICE A CLIENT’S OPPORTUNITY IN THE MARKETPLACE.

BUSINESS MODEL 1:

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BUSINESS MODEL 1: PLATFORM - DIGITAL CREATE:

• Amazon’s e-commerce customer reviews and ratings system.

• The social and sharing capabilities of Facebook.

• A place where each member can show their work experience and inspirations such as LinkedIn.

• Ultimately link with other platforms for communications recommendations for events and gatherings.

BUSINESS MODEL 1: PLATFORM - ECOSYSTEM: Mass com. The Platform PR Event Leveraging on the ever changing and evolving landscape of social and mobile commerce landscape, we are able to create partner ships that can add to our brand and consumers. By using the platform to engage community by leveraging party and/or social services for both offices, retail outlets and private homes. By creating a database of all types of consumer in various channels we are able to cross pollenate their experiences in our event and increase new members and sales. • Analytics • CRM • Direct sales Video documentary of our events from behind the scenes to actual events and put them on our platform to communicate our brand mission.

CASE STUDIES - FIRST https://www.harrys.com/our-story Give away the razor handles, make money on the razor blades. That was received wisdom in business for much of the 20th century: If you hook your customers with a free or very cheap product below cost, you can charge a lot more for the necessary add-ons to that product.

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CASE STUDIES - NEXT http://mashable.com/2013/10/23/apple-free- software-expensive- hardware/#Svla1Sgawsq9 Apple has the exact opposite business model, and it is doubling down on it. Its equivalent of razor handles (Macs, iPads, iPhones) will always be the big ticket item. They will never be discounted. But once you've bought one, Apple will supply a constant stream of excellent razor blades — the apps, and now the OS itself — for free.

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CASE STUDIES - FUTURE https://www.linkedin.com/pulse/another- apple-failure-time-them-forget-hardware- tom- goodwin?trk=cofc_people_res_infl_post_titl e Products as platforms and platforms as Products. We need to stop thinking about physical technology and start using the knowledge of technology to create business plumbing for the future. Endless profits and a new world await.

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