Frame 6 20-Year Roadmap (15 min) So for the first exercise, you’ll look into the future and think about what your company might be doing 20 years from now. NOW 5 10 15 20 začnejo nas vabit na kongrese Establishing Company & Brand (2022 - 2028) Financial Consolidation (2029 - 2030) Capitalisation & Selling (as of 2030) What is an example of success for WSCo company? If we are perceived as market/brand innovators Vemo koliko prihodkov dobimo glede na 500K profiliranih ljudi We are the top choice when it comes to sourcing for businesses ... ANY business that fit our target group WSCo is leading partner for premium brands focusing on our target group u to še nisem vidu, z njimi hočem sodelovati it is fun to do business with us Contra System Bringing back the human factor into marketing. HUMOR is part of our business Frame 7 What, How, Why (15 min) What does your company do? A phrase or sentence describing your primary business for the next five years. (E.g.: “Make toothpaste”, “fix cars”, etc.) How do you do it? What’s your secret sauce? What technology or approach sets you apart from the competition? (E.g.: “Made with all-natural ingredients”, “best-in-class friendly service”, etc.) Why? You can think of the why as the reason you get out of bed in the morning and go to work. The why should reflect the core reason your company exists, and it won’t change much over time. You may pivot the business, launch new products, and enter new markets, but your why remains the same. (E.g.: “Promote healthy living”, “help people get where they need to go”, etc.) Stuff that is authentic, using only the finest materials and best technology. WHAT In this crazy, throw-away world of cheap materials and mass production, our products are timeless. HOW Da se lahko važjo pred frendi kok majo nišne izdelke in so in the know glede stvari Helping brands to create personal, exciting customer experiences and provide direct access to a curated group of online consumers. WHY Stuff that is beautiful, made by skilled people who love what they do. Stuff that is timeless and anything but disposable. Our lives are full of stuff but how much of it is truly wonderful? Wunderstuff – because you can’t have too much wonderful stuff. What, How, Why is an exercise based completely on Simon Sinek’s “Golden Circle”. https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action Frame 8 Top Three Audiences (15 min) Values are helpful for brand decisions, but they’re not the whole picture — you need to know who you’re talking to. In this exercise, you’ll list all your possible audiences, then figure out who’s most important. PRODUCTION PARTNERS (SUPPLIERS) - authentic products - small business (max. 10 FTE) - national markets CORPORATE CLIENTS (PLATFORM USERS) - any product that can be replicated on our platform - any brand targeting male 45-65 PROMOTORS? ISSUES: - trust (because they dont understand the concept) - fear (to sell internationally) - it looks complicated/difficult - long intake (6-12 months) ISSUES: - convenience (how easy is it for me) - results (what do we add to existing marketing efforts) - why should I do it? We bring a new vision about online marketing. IF we do it it is because... - we trust them (human scale!) - it is fun (no worries) - they take care of us (more income & better work) IF we do it it is because... - it doesnt cost much - proof of concept - it helps us on short term - ROI !!! Zakaj bojo delal z wunderstuff? Zaupajo jim, da bojo prodal teh 30K nožev, ki se jih morjo znebit -Ker majo tok dobro bazo podatkov o ciljni skupini proizvajalci delajo na projektih ki jih veselijo in ne zgolj projektov za zaslužek Jože, kovač iz Poljanske Doline - ne da se mi s tem ukvarjat, ker se ne spozna na online prodajo in zato pač dela to kar zna - ne zanima ga nek business bullshit https://www.kovastvo-krmelj.si/ Marketing director Ma eno zalogo k je ne more prodat SCHWARZVALD 3. Generacija šnopsarjev, ki mu sploh ni treba z nami delat. On ma že vse prodan in nima nobene želje, da mu pamet soliš. Njegov šnopc kupujejo samo upokojenci, ki ga poznajo že 100 let. 32 eur/liter, čeprav mu ga mi prodamo za dvojno ceno, mu je mal vseeno. CEO Frame 9 Customer Journey (35 min) AIDA Attention = personal Interest = materials??? Desire = no risk business proposal Action = agree to partnership (on our target group) Identify the customer journey in pre-sales, sales and post-sales. prodaja izdelkov več marketinških pristopov s katerim končni uporabniki ostanejo v stiku z proizvajalcem newsletter Interest - email - visit (Where we talk) e.g. pri proizvajalcu šnopsa nemoreš priti z laptopom 3 ali 4 generacija šnopsarjev prve 4 ure se mi pogovarjamo o šnopsih šele nato o poslu tako pridemo do izdelkov ki so pristni, mojstrski in jih probamo pripeljat do večjih tržišč začnemo razvijati, poskusno naročilo 200 - 300 l sedaj imamo izdelek in story komercialna sinergija (loop) team one je ekipa za promocijo WSCo, ki potuje po terenu s potiskanim kombijem in dela reklamo med šnopsarji + dostavno kolo (tudi za promocijo) BRINGING THEM TO MARKET AND ESTABLISHING RELATIONSHIP Product development: - advice and support Reporting: - sales - issues - customer feedback SHOOT THE MESSENGER! način kako povemo je bolj pomemben kot kaj povemo UNDERSTANDING THE CONCEPT & ESTABLISHING TRUST - examples - target group profile - proposal - contract PRODUCTION PARTNERS TYPE OF MESSAGING Introduction — hours of talking Proposal — examples & cases Business — trustworthy model Retainment — ??? HOW DE WE COMMUNICATE? personal contact — elevator pitch vs. getting drunk per email — sending out great documents that WILL BE READ! per post — follow up after meetings incentives — all the stuff we give away to obtain trust and show humor TYPE OF CONTACTS - direct (personal) - indirect (recognition) tapravi response je OOoo wow kok ste notably particular Mi smo tisti frend, ki ti vedno pomaga + kot bonus ti pomaga ko imaš problem/izziv FUN ni prava beseda Ooo poglej to je pa WSCo, z njimi pa mi sodelujemo tisti tip na prvi sliki je kombinacija izgubljene nedo Whatever the channels — our size is 3 FTEs!!! digital > info request > handouts > follow up > meeting Quality is more important than quantity! večina strank bo prišla preko dveh drugih stikov WSCo business model temelji na 3 degrees How do we get our clients: 3 degrees Why do they want to work with us: help them get rid of a problem! Keyword strategy? CORPORATE CLIENTS What is our landing?!?!? PROMOTORS Frame 10 Personality Sliders (15 min) Slide the mark to indicate where you think the company sits on each range. move me bolj obvladamo marketing sceno kot kdo drug nismo pa premium Elite Mass appeal definivno playful Serious Playful po heritageu smo jeep po attitudeu smo rebel človeški faktor pripeljemo notri Conventional Rebel Good friend with authority! Authority Friend nismo new kid on the block, nismo classicsi ampak uporabljamo metodologijo ki je preverjena Mature & Classic Young & Innovative People driven marketing! mature & wordly Frame 11 Competitive Landscape (20 minutes) Write down a list of other companies in the same space or industry. Subscriptions to lifestyle products TO je za nas konkurent EXPRESSIVE DNVBs Dollar Shaving Club Undiemeister Ecommerce platforms: Bol.com Amazon Etsy Premium online warehouse in the same tagret group Manufactum Premium online products (direct sales) Florentine kitchen knives Any kind of whisky shop CLASSIC MODERN če boš iskal authentic kitchen knives boš najdu WSCo wine tasting ponudniki v smislu prodaje predstavljajo manj kot 5 % zoom wine tasting RESERVED Frame 12 Visual Compass (25 min) Človeški element in abstrakten element vedno prisotna Describe which examples are appropriate/nonappropriate visual associations for the brand. And explain why. attention grabbing HUMAN ilustracije za razlago koncepta so super (strip) fun street wise prostoročna ilustracija je super, konkurenca bo vsa v corpo smeri zato gremo mi drugam najbolj pritegnilo pozornost offline human Logotip je story Močne barve so dobre preveč oldschool zakaj ne? preveč clean zakaj ne? ne zato ker se mi zdi middle of the road ni particular in ni noatable manjka human elemnets Barve so gut maskota ni interestanta zelo zanimiva DATA-DRIVEN STORYTELLING izločam ker ne izstopa nič tukaj ni diferentno barve ne bodo določale kaj smo so bolj funkcionalno orodje Ena stran stationaryja bi lahko bila taka CORPORATE Li & Fung https://www.lifung.com/ Frame 13 Elevator pitch (10 min) A brief speech that outlines an idea for the WSCo corporate brand. General: We are curating and retailing authentic leisure products for spirited and energetic men aged 45-65. Corporate client: Our turn-key platform is the most convenient way to bring your product and brand online. We offer partnership and support to small-scale manufacturers of authentic products. Our turn-key platform is the most convenient way to bring your product and brand online. We are commited to long term relationships and strive to create margins and growth. usmeritev human + abstract treba je bit vizualno zelo moč vse kar je prijazno je sigurno vredu stopping power to je kriterij pri izboru fotografij manjkajo ilustracije konkurenca je vsa v spodnjih dveh kvadrantih tone of voice njim zelo podoben je absolut vodka in ne redbull absolut vodka - vision communication boš najdu 3d modele, skice, nebomo se ravnali po tržišču ampak bomo sami določali kaj smo (podobno bo WSCo) tukaj nemorem konkurirati