Product Packaging
Product Packaging
‘People read
approximately seven
words in a single
shopping trip’
everything else relies on
your product packaging.
Product Packaging
what is our product?
who wants to buy it?
how can w e sell it to them?
what is our product? D E V E L O P E N T R E P R E N E U R I A L A N D R E S P O N S I B L E L E A D E R S H I P B Y
C R E A T I N G D I R E C T P O S I T I V E I M PA C T T H R O U G H A N I N T E R N A T I O N A L V O L U N T E E R E X P E R I E N C E .
who wants to buy it?
Understand who your customer is - so you
can create value rather than annoy them.
but also consider - who is the ‘right’ customer?
Value Proposition DesignerUnderstanding your customer
Do you have this for your entity?
Value Proposition DesignerDefining our product
Do you have this for your entity?
Product + Customer
Do you have this for your entity?
Do you understand your market?
Who bought your product last summer? What Marketing Channels w ere effective in our last recruitment? When I break down the timing of applications forms when are the most effective analyses? Which countries have a
matched w ith over a 2-3 period? Who are our key LC country partners? Who are our key LC-LC partnerships?
Questions you should be asking:
DO YOU HAVE THIS DATA?
oGCDP SAMPLE
EP DemographyUniversity
9%11%
12%
31%
38%UNDIPABCUNSWJakartaUI
EP DemographyYear of Study
9%11%
12%
31%
38%1st Year2nd Year3rd Year4th Year5th Year and Above
EP DemographyFaculty
9%11%
12%
31%
38%EconomicsAgricultureHealthScienceLaw
Marketing Channel Breakdown
7%8%
10%
11%
29%
35%
Facebook Website Open Booth Information SessionORS Local Y2B Local Event Word of Mouth
Marketing Channel T imeline
0
25
50
75
100
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16
Marketing Channel T imeline
0
25
50
75
100
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16
Please outline the peaks and what were the main
marketing activities that supported them.
Raising T imeline
0
25
50
75
100
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16
Matching T imeline
0
25
50
75
100
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16
Matching Data
oGCDP Matching Rate for each Sub-product:
Literacy: Cultural Education: Off-Peak:
oGCDP Raising Rate for each Sub-product:
Literacy: Cultural Education: Off-Peak:
University Ranking in Education.
Total oGCDP Matches for each Sub-product:
Literacy: Cultural Education: Off-Peak:
Total oGCDP Raises for each Sub-product:
Literacy: Cultural Education: Off-Peak:
Two-Year Match ComparisonRussia
Poland
Czech
Italy
Slovakia
India
Taiwan
MoC
Cambodia
Thailand
Malaysia
Phillipines
Vietnam
0 2.5 5 7.5 104
67
80
13
25
810
22
87
64
79
43
76
510
5
Key Countries
Countries Local Committee 2012 2013
PolandPoznan 5 10
Wroclaw UE 2 1
CzechABC 4 2
DEF 5 3
India
Delhi IIT 20 10
Delhi University 10 2
Mumbai 5 10
Taiwan
NYSUS 2 4
NTPU 3 2
NTU 4 2
oGCDP SAMPLE
time availability
Who is the ‘Right’ EP?Academic or work
experience
skills and languages
interests and
motivations
Defined by MARK:
Trends in background
ORS Analytics
Defined by oGCDP: TN Profile
NPS Comments LC Partnership
Agreement Previous RE EPs
year of study
faculty
class
Know ing who is the right customer
minimum promise
Who is the ‘Right’ TN?
market/issues
accountability towards
leadership
social impact model
Know ing who is the right customer
PRODUCT CUSTOMER
FLOW
Product Customer FlowSo w e can ensure that w e are doing
marketing in a SMART way.
UNDERSTAND
-------- FOCUS
UNDERSTAND
-------- FOCUS
CUSTOMISE
ATTRACT --------
CONVERT -------- CLOSE!
DELIGHT
---------------------SHOWCASE
PRODUCT EVOLUTION! CUSTOMER FLOW!
1! 2! 3! 4!
UNDERSTAND
-------- FOCUS
UNDERSTAND
-------- FOCUS
CUSTOMISE
ATTRACT --------
CONVERT -------- CLOSE!
DELIGHT
---------------------SHOWCASE
PRODUCT EVOLUTION! CUSTOMER FLOW!
1! 2! 3! 4!
Understand Understand internal and external reality based on historical
data Focus
Select Main Target Markets (Based on
Issue [GCDP])
Customise Evolve product
value and packaging based
on this.
Attract: Engage target audience and position product in channels
Convert: The people you have engaged are directed by a ‘call to action’
towards signing up as a potential customer.
Close: Now you have people that
have expressed interest (leads) now you need to ensure they
are selected and raised.
Delight: Ensure Customer
Experience Management Showcase:
Use the stories and insights during the
AIESEC experiences to showcase and
attract more customers to AIESEC.
UNDERSTANDFOCUS
AND
WHAT ARE YOUR GOALS?
have you broken down the goals per: - Where? - How? - When? - Who?
UNDERSTAND
-------- FOCUS
UNDERSTAND
-------- FOCUS
CUSTOMISE
ATTRACT --------
CONVERT -------- CLOSE!
DELIGHT
---------------------SHOWCASE
PRODUCT EVOLUTION! CUSTOMER FLOW!
1! 2! 3! 4!
1Goal Using Backwards planning, Set Goals based on issues
APPLY SIGN UP
ONLINE
OFFLINE
# of literacy # of cultural understanding
APPLY MEETINGS CALLS
UNDERSTAND
-------- FOCUS
UNDERSTAND
-------- FOCUS
CUSTOMISE
ATTRACT --------
CONVERT -------- CLOSE!
DELIGHT
---------------------SHOWCASE
PRODUCT EVOLUTION! CUSTOMER FLOW!
1! 2! 3! 4!
2 Target Based on the data, who is your target market?
CUSTOMISEfood for thought
3Channel Based on the data, how and when can you reach your target more effectively?
UNDERSTAND
-------- FOCUS
UNDERSTAND
-------- FOCUS
CUSTOMISE
ATTRACT --------
CONVERT -------- CLOSE!
DELIGHT
---------------------SHOWCASE
PRODUCT EVOLUTION! CUSTOMER FLOW!
1! 2! 3! 4!
Local EwA Event Word of Mouth Offline vs. Online Marketingwhat is the
conversion from attendees to
raise?
how are you incentivising this
for TMP/EP Returnees to
capitalise off it?
which targets respond better to which type of marketing?
Or should it be both?
For iGCDP: what are the channels you can use to reach your ideal TN Taker
GIS influence Data - revolution
4Message how does your message align with what your target wants/needs?
UNDERSTAND
-------- FOCUS
UNDERSTAND
-------- FOCUS
CUSTOMISE
ATTRACT --------
CONVERT -------- CLOSE!
DELIGHT
---------------------SHOWCASE
PRODUCT EVOLUTION! CUSTOMER FLOW!
1! 2! 3! 4!
What is your Main Message? Customised Message for Channel
How does it align with your Target Audience?
How does it align with the channel?
eg. In Facebook, content is attractive and simple
UNDERSTAND
-------- FOCUS
UNDERSTAND
-------- FOCUS
CUSTOMISE
ATTRACT --------
CONVERT -------- CLOSE!
DELIGHT
---------------------SHOWCASE
PRODUCT EVOLUTION! CUSTOMER FLOW!
1! 2! 3! 4!
Is your marketing and goals aligned with your Supply & Demand Analysis?
1Does your backward planning represent the supply and demand analysis?
APPLYMATCHREALISE SIGN UP
# of literacy from (insert entity) # of cultural understanding from which entity
# of literacy from (insert entity) # of cultural understanding from which entity
ATTRACT CONVERT
CLOSE
RAISEDIN
REVIEWIN
PROGRESSOPEN LEAD
UNDERSTAND
-------- FOCUS
UNDERSTAND
-------- FOCUS
CUSTOMISE
ATTRACT --------
CONVERT -------- CLOSE!
DELIGHT
---------------------SHOWCASE
PRODUCT EVOLUTION! CUSTOMER FLOW!
1! 2! 3! 4!
The Conversion Phases
Stranger Visitor Lead Customer Promoter
RAISEDIN REVIEWIN
PROGRESSOPEN LEAD
ATTRACT --------
CONVERT -------- CLOSE!
DELIGHT
---------------------SHOWCASE
CUSTOMER FLOW!
2 3! 4!
The Conversion Phases
Stranger Visitor Lead Customer Promoter
what does this mean?!
UNDERSTAND
-------- FOCUS
UNDERSTAND
-------- FOCUS
CUSTOMISE
ATTRACT --------
CONVERT -------- CLOSE!
DELIGHT
---------------------SHOWCASE
PRODUCT EVOLUTION! CUSTOMER FLOW!
1! 2! 3! 4!
Stranger Visitor Lead Customer Promoter
This is what we as a company/entity need to do in order to get:
in other words. . .
but how to track it?
APPLYIN
REVIEWIN
PROGRESSOPEN LEAD
The Conversion Phases# # # #
Stranger Visitor Lead Customer Promoter
STRANGER
someone who has not heard of AIESEC.
Visitor
someone who visits AIESEC website or Open Booth etc.
LEAD
someone who registers their information or applies for an ELD program.
Customer
someone takes an ELD program
promoter
loyal enthusiast who will keep buying and refer others.
RAISEDIN REVIEWIN
PROGRESSOPEN LEAD
ATTRACT --------
CONVERT -------- CLOSE!
DELIGHT
---------------------SHOWCASE
CUSTOMER FLOW!
2 3! 4!
The Conversion Phases
Stranger Visitor Lead Customer Promoter
make sense?:)
what is the key objectives at the end of each
stage to address your customer needs?
\
What do i need to work on?
What am i currently missing?
now what?
let’s put it together.so far w e should have:
1. Data Analysis for GCDP
2. The ‘Right’ EP/TN Profile 3. GOAL, TARGET, CHANNEL AND
MESSAGE and KPIs for each. 4. Action steps for how to take attract-
convert-close forward.
Have you done this Product Packaging
before?
NO?
Okay do it.