• Tom Kelly’s book: The Art of Innovation• 10 Creative Steps in Developing Effective
Commercial Social Media• Show your Top 10 Do’s and Bottom 10 Don’ts• World Market Product Planning: “The Little
Green Pill”• Segmentation Targeting• Personal Choice• Project I Would Add to Make MKTG 188 a
Better Class
Top 10:The Art of Innovation by Tom
Kelly
By Jaime Koy
Row 6
1) Inspiration By Observation Inspiration for creative
thinking derives from finding out what others have done then improving the idea to better serve your outcome
In the future, collecting all the information in my environment will lead me to generating better quality values
2) Making Heroes Paying close attention to
how customers interact with products and services may lead to enhanced satisfying of their needs
In the future, making customers feel in high spirits and significant after making a purchase is the true sign of fulfilling the customer’s need
3) The Brainstormer Effect Sharing of wild or practical
ideas that may have come out in a brainstorm session that gives people a feeling of great possibility and gain room for a richer experience
In the future I wish to be around creative and intuitive thinkers who are able to bounce ideas of one other to create something remarkable
4) The Passion Factor
Inspired by a cause or a search for excellence that starts with a single emotional or intellectual chord
In the future I hope to pursue an opportunity in which has a passion for; such as working with sports, coaching, entertainment, etc,
5) The Right Mix Finding the right mix of
personalities in a team is substantial in trying to generate progress
Locating the people who will need to regularly interact with one another and announce that the team is the most important goal of the company
In the future, being able to collaborate with others is a necessity and developing an open mind and open ears will assist in working in a team environment
6) Teams and Trust The best leaders answer
questions with actions instead of words, and the best teammates leave no doubt about where they stand
In the future, I will gain the trust of my coworkers and the surrounding individuals through my work ethic and actions, not through words
7) Create a Team Icon Best teams and studios
make a practice of seeking out icons that inspire the workplace
In the future, I will build team rapport with the coworkers around the office and see the pride towards the workplace and to the team icon
8) Opening the Floodgates
Streams of energy where euphoric moments when ideas and decisions come effortlessly
In the future, I will use my own self exercises to help elevate my creative mind and develop better ways to be more innovative
9) Skill Sets Sometimes its difficult to
learn new skill because it seems too hard to learn but with the right approach all types of skills are attainable
In the future, I will not be afraid of trying new things or be uncomfortable with learning something different, it all will add to the skill set and make me much more distinct person
10) Simple as a Frisbee
Simplicity factor applies to all kinds of products and being practical may the best innovation yet
In the future, keeping in mind the simple, practical use of a item and then improving the quality may increase the chances of striking it big
Developing Effective Social Media
By: Jaime Koy Row 6
1) Goals & Objectives
Starting Point: Improve
communication Customer Service Build Awareness New Ideas Reach New
Audience
2) Engage with Customers
Acknowledge Users on the Internet Answer questions
left on blogs, etc. Setup Collaborative
Tools Blogs, Forums,
Surveys Display recent Activity,
Announce upcoming events
Trigger Conversation
3) Be Patient
Will see small changes in the beginning, stay focused for the long haul
Participation will empower users when seeing engagement
Combination of online tools
4) Study the Customer
Find out which social platforms they are using
Figure out why they use social media
Assess customers social activities
Get individuals involved Give a reason to use
your product
5) Monitoring & Measurement
Google Analytics Tweetbeep Return on
Investment Comments/Replies User Uploads Reviews Facebook “Likes” Retweets
6) Forums & Online Communities
People regroup in communities
Word of Mouth People trust peer to peer
reviews Purchases on
recommendations Online conversations
and communicate with brands
Brand Community
7) Blogs
Maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video
Interactive Engage in viral wave Share ideas and
thoughts
8) Social Networks
Connect with people, reach where they are
Generate more buzz Brand positioning Generate larger
targeted segment Better brand
awareness User stickiness
9) Twitter
Build long term strategy
Provide customer support
Brand Awareness Reward
Fans/Followers Provide news outlet Present promotions
10) Integrated Social Media
Center of your marketing initiatives
Gate way to online strategies
Participation Access Includes: blogs,
photo galleries, forums, and ratings and reviews
Top 10:Top 10:Do’s and Don’tsDo’s and Don’ts
Jaime KoyJaime Koy
MKTG 188 MKTG 188
Row 6Row 6
Do: Think BIG, Use ImaginationDo: Think BIG, Use Imagination
Allowing the mind to Allowing the mind to ponder and explore ponder and explore new avenues is the new avenues is the key to striving key to striving towards lofty goals towards lofty goals and aspirationand aspiration
Do: Rise Above the CompetitionDo: Rise Above the Competition
Standing above the Standing above the crowd and being the crowd and being the purple cow in the purple cow in the room lets others know room lets others know you are innovative not you are innovative not settling in the norm settling in the norm
Do: Utilize Visuals Do: Utilize Visuals
Stimulating the viewer Stimulating the viewer with spectacular with spectacular visuals such as the visuals such as the use of color can use of color can dramatically help in dramatically help in presentationspresentations
Do: Think Outside the BoxDo: Think Outside the Box
Thinking different and Thinking different and from a new from a new prospective will set prospective will set you apart from the you apart from the crowdcrowd
Do: Be Energetic DynamicDo: Be Energetic Dynamic
Applying zest and Applying zest and enthusiasm to a enthusiasm to a presentation will lead presentation will lead to a better overall to a better overall performanceperformance
Do: Grand Theatre Do: Grand Theatre
Presenting your Presenting your project is the ultimate project is the ultimate stage where you can stage where you can let your personality let your personality flow and express the flow and express the dramatics that is seen dramatics that is seen in grand theatres in grand theatres
Do: CreativityDo: Creativity
Being creative is a Being creative is a given in the class, given in the class, where students can where students can show their show their imaginative and imaginative and artistic qualitiesartistic qualities
Do: Break Out of ShellDo: Break Out of Shell
Learning to adapt in Learning to adapt in front of an audience is front of an audience is a skill that can be a skill that can be learn here in this learn here in this classroomclassroom
Do: Make Eye ContactDo: Make Eye Contact
Engaging with the Engaging with the audience while audience while making a presentation making a presentation allows the audience allows the audience to feel apart of to feel apart of experienceexperience
Don’t: ProcrastinateDon’t: Procrastinate
Putting things off and Putting things off and saying that you’ll do it saying that you’ll do it later will only enhance later will only enhance the reality you will be the reality you will be taking MKTG 188 taking MKTG 188 over again next over again next semestersemester
Don’t: Be LazyDon’t: Be Lazy
Going along with Going along with procrastination, procrastination, laziness will never laziness will never allow you to succeed allow you to succeed and will only be the and will only be the demise of your demise of your personal downfallpersonal downfall
Don’t: Be Satisfied Don’t: Be Satisfied
Never settle for what Never settle for what is easily attainable, is easily attainable, strive for the best you strive for the best you can do and reach as can do and reach as far as you canfar as you can
Don’t: Be AfraidDon’t: Be Afraid
Being scared and Being scared and afraid will not be afraid will not be tolerated in a tolerated in a marketing course, marketing course, plain and simpleplain and simple
Don’t: Be a LonerDon’t: Be a Loner
Associate yourself Associate yourself with other marketing with other marketing students or get on students or get on social medias to social medias to network with others in network with others in the same industrythe same industry
Don’t: Speak SoftlyDon’t: Speak Softly
Projecting your voice Projecting your voice to the audience, being to the audience, being clear, and concise is clear, and concise is the way to effectively the way to effectively communicate any communicate any presentation presentation
Don’t: Have Bad PostureDon’t: Have Bad Posture
Presenting with bad Presenting with bad posture gives off to posture gives off to the audience that you the audience that you aren’t prepared and aren’t prepared and may not take the may not take the information seriouslyinformation seriously
Don’t: Be Closed MindedDon’t: Be Closed Minded
Broadening the mind Broadening the mind and thinking out of the and thinking out of the boundaries are keys boundaries are keys to better marketingto better marketing
Don’t: Have Too Many WordsDon’t: Have Too Many Words
Too many words on a Too many words on a slide can take away slide can take away from the real point of from the real point of what your trying to what your trying to saysay
Don’t: Overflow With InformationDon’t: Overflow With Information
Piling powerpoint Piling powerpoint slides with extra slides with extra information is not information is not usefuluseful
World Market Product:World Market Product:
By: Jaime KoyBy: Jaime Koy
Row 6Row 6
1) Unique Packaging1) Unique Packaging
A different and A different and distinctive packaging distinctive packaging would make the would make the product stand out product stand out from the restfrom the rest
Packaging would be Packaging would be a value added quality a value added quality to the productto the product
2) Television Infomercial2) Television Infomercial
By airing an infomercial By airing an infomercial the product can gain the product can gain popularity with popularity with consumers and consumers and prospective consumersprospective consumers
May also create a cult May also create a cult following such as The following such as The Snuggie, which was Snuggie, which was thought to be a novelty, thought to be a novelty, is now a sought after is now a sought after productproduct
3) Print Advertisements3) Print Advertisements
4) 30-day Trial Money Back 4) 30-day Trial Money Back GuaranteeGuarantee
The addition of a trial and money back The addition of a trial and money back guarantee will ensure that the consumer can guarantee will ensure that the consumer can test the product and see if it’s beneficial without test the product and see if it’s beneficial without having the consumer invest so much into the having the consumer invest so much into the little green pill little green pill
5) Celebrity Endorsement5) Celebrity Endorsement
The use of celebrity The use of celebrity endorsement may endorsement may enhance the chances enhance the chances that consumers will use that consumers will use the productthe product
Jillian Michaels can be Jillian Michaels can be the spokesperson that the spokesperson that females can relate to females can relate to and as for males, Sly and as for males, Sly Stallone may be a Stallone may be a candidate for promoting candidate for promoting the Little Green Pillthe Little Green Pill
6) Testimonials6) Testimonials
Testimonials will add Testimonials will add creditability to the creditability to the productproduct
Giving other curious Giving other curious potential users the potential users the endorsement to attempt endorsement to attempt to use the productto use the product
Consumers are drawn to Consumers are drawn to what others have to say, what others have to say, although testimonials although testimonials have to be authentic have to be authentic
7) Create Website7) Create Website
The website for the Little The website for the Little Green Pill should be the Green Pill should be the one stop information one stop information source for customerssource for customers
All things associated with All things associated with the product must be the product must be included such as: health included such as: health facts, how to order, facts, how to order, where to order, about the where to order, about the company who created company who created the product, etc.the product, etc.
8) Facebook Fan Page8) Facebook Fan Page
Creating a Facebook fan page will increase the Creating a Facebook fan page will increase the popularity of the product and also gives a forum for users popularity of the product and also gives a forum for users to comment and express their feelings for others to readto comment and express their feelings for others to read
Marketers now must use social networks to better brand Marketers now must use social networks to better brand and promote products, users are better connected and promote products, users are better connected through the internetthrough the internet
9) Point of Purchase9) Point of Purchase
This can be used when This can be used when the product is already the product is already established and can be established and can be placed in stores such as placed in stores such as GNC, Vitamin Shoppe, GNC, Vitamin Shoppe, or local supplement or local supplement storesstores
Would create an impulse Would create an impulse buy and showcase the buy and showcase the product as a must product as a must purchase item purchase item
10) Viral Marketing10) Viral Marketing
Also meaning the word of mouth spread through social Also meaning the word of mouth spread through social networks to better deliver or enhance the product namenetworks to better deliver or enhance the product name
Promoting brand awareness through the internet may Promoting brand awareness through the internet may consist of video clips, interactive Flash games, consist of video clips, interactive Flash games, advergames, brand software, images, or even text advergames, brand software, images, or even text messages. messages.
Segmentation and TargetingSegmentation and Targeting
By: Jaime Koy Row 6By: Jaime Koy Row 6
1) Niche Marketing1) Niche Marketing
Capturing a niche Capturing a niche market will lead to market will lead to customers paying a customers paying a premium to the premium to the company that best company that best satisfies them, satisfies them, potential growth in potential growth in profit, and sense of profit, and sense of fulfillment by fulfillment by specializationspecialization
2) Local Marketing2) Local Marketing
Reflects the growing trend of grassroots marketingReflects the growing trend of grassroots marketingWhere marketing activities concentrate on getting as close and Where marketing activities concentrate on getting as close and personally relevant to consumers as possiblepersonally relevant to consumers as possibleExample is Baskin Robbins where they are implementing “Three Example is Baskin Robbins where they are implementing “Three Mile Marketing,” putting more emphasis on local events and Mile Marketing,” putting more emphasis on local events and promotions, remodeling stores, using vibrant colors, and improve promotions, remodeling stores, using vibrant colors, and improve customer servicecustomer service
3) Individual Marketing3) Individual Marketing
Also known as customized marketing, where customers Also known as customized marketing, where customers are taking more initiative in determining what and how to are taking more initiative in determining what and how to buy their productsbuy their products
Customerizaiton empowers consumers to design the Customerizaiton empowers consumers to design the products and service offering of their choiceproducts and service offering of their choice
4) Demographic4) Demographic
Associated with Associated with consumers needs consumers needs and wantsand wantsVariable groups: age, Variable groups: age, family size, life cycle, family size, life cycle, gender, income, gender, income, occupation, occupation, education, religion, education, religion, race, generation, race, generation, nationality, and social nationality, and social classclass
5) Psychographic5) Psychographic
Science of using Science of using psychology and psychology and demographics to better demographics to better understand consumersunderstand consumersBuyers divided into Buyers divided into different groups on the different groups on the basis of personality traits, basis of personality traits, lifestyle, or valueslifestyle, or valuesThese represent the These represent the motives in which carries motives in which carries consumers to purchase consumers to purchase certain productscertain products
6) Geographic6) Geographic
Segmenting the market Segmenting the market into different geographical into different geographical unitsunits
Categories such as: Categories such as: nations, states, regions, nations, states, regions, counties, cities, or counties, cities, or neighborhoodsneighborhoods
Narrowing down specific Narrowing down specific areas to potentially gain areas to potentially gain greater sales greater sales
7) Needs-Based Market Approach7) Needs-Based Market Approach
Group customers into Group customers into segments based on segments based on similar needs and similar needs and benefits sough by benefits sough by customer in solving a customer in solving a particular consumption particular consumption problemproblemAttributes that causes Attributes that causes customer to feel a customer to feel a necessity for a productnecessity for a productExample: crowds and Example: crowds and mile long lines of people mile long lines of people feeling the need to feeling the need to purchase the iPhonepurchase the iPhone
8) Personal Characteristics8) Personal Characteristics
Serving the consumers Serving the consumers that have the similar that have the similar values and preferences values and preferences
Gearing all endeavors to Gearing all endeavors to attract the certain type attract the certain type characteristics that characteristics that serves the purpose of the serves the purpose of the productproduct
Example: Harley Example: Harley Davidson, Tag Hauer, Davidson, Tag Hauer, Prada Prada
9) Behavioral9) Behavioral
Dividing buyers into groups on the basis of their Dividing buyers into groups on the basis of their knowledge of attitude toward, use of, or response to a knowledge of attitude toward, use of, or response to a productproduct
Understanding consumer decision roles and behavioral Understanding consumer decision roles and behavioral variables are key to why consumer purchasevariables are key to why consumer purchase
10) Patterns of Target Market10) Patterns of Target Market
Single Segment Single Segment ConcentrationConcentration– Gain a strong knowledge of Gain a strong knowledge of
the a segment’s needs and the a segment’s needs and can gain a strong market can gain a strong market presencepresence
Selective SpecializationSelective Specialization– Pick certain segments Pick certain segments
objectively to promise to be objectively to promise to be profitable profitable
Product SpecializationProduct Specialization– Markets to different Markets to different
customer groups and customer groups and builds a strong reputation builds a strong reputation in the specific areasin the specific areas
Market SpecializationMarket Specialization– Concentrate on serving Concentrate on serving
many needs of a particular many needs of a particular customer groupcustomer group
Full Market CoverageFull Market Coverage– Attempts to serve all Attempts to serve all
customer groups with all customer groups with all the products they might the products they might needneed
Personal ChoicePersonal Choice
By: Jaime KoyBy: Jaime Koy
Row 6Row 6
1) Guest Speakers/Past 1) Guest Speakers/Past AlumniAlumni
The class didn’t get the opportunity to meet or hear The class didn’t get the opportunity to meet or hear from past Fresno State students, successful alumni, from past Fresno State students, successful alumni, or distinguished personnel in the field of marketingor distinguished personnel in the field of marketing
Being exposed to successful people will allow Being exposed to successful people will allow students to strive further and envision themselves to students to strive further and envision themselves to a higher levela higher level
2) How to Get a 2) How to Get a Job/InternshipJob/Internship
Focusing on more on how to apply our Focusing on more on how to apply our skills that we learned in 188 to a potential skills that we learned in 188 to a potential career is a approach to help make the career is a approach to help make the class more of an experienceclass more of an experience
3) Create Marketing 3) Create Marketing Campaign AdsCampaign Ads
Being able to tap into our creative design Being able to tap into our creative design part of marketing would definitely be a part of marketing would definitely be a great project for studentsgreat project for students
Producing a new, fresh advertisement Producing a new, fresh advertisement would bolster a student confidencewould bolster a student confidence
4) Develop 4) Develop Sales/Management SkillsSales/Management Skills
Sales and management are also aspects of Sales and management are also aspects of marketing that wasn’t addressed in 188marketing that wasn’t addressed in 188
Developing these essential skills would Developing these essential skills would benefit students not as marketer but benefit students not as marketer but potentially as an executive of a companypotentially as an executive of a company
5) Packaging Techniques5) Packaging Techniques
An activity involving students to invent An activity involving students to invent new ways to repackage or develop new new ways to repackage or develop new packaging would be enjoyablepackaging would be enjoyable
Once again tapping in the creative aspect Once again tapping in the creative aspect of marketing of studentsof marketing of students
6) Shoot a Commercial6) Shoot a Commercial
A project that consisted of creating and A project that consisted of creating and producing a commercial would indeed make producing a commercial would indeed make the class more exciting and thrillingthe class more exciting and thrilling
Starring in a commercial or being a part of Starring in a commercial or being a part of something so exhilarating would be an added something so exhilarating would be an added bonus to 188bonus to 188
7) Internet Marketing7) Internet Marketing
More of marketing is leaning towards the internet More of marketing is leaning towards the internet spectrumspectrum
Learning more about internet marketing in the class Learning more about internet marketing in the class would help studentswould help students
Introducing and applying these practices will help Introducing and applying these practices will help boost resumes and impress potential employersboost resumes and impress potential employers
Project I Would Add to Project I Would Add to Make MKTG 188 a Better Make MKTG 188 a Better
Class: Class: New Product ProposalNew Product Proposal
By: Jaime KoyBy: Jaime Koy
Row 6Row 6
Create a Product Create a Product
Create Print Advertisement Create Print Advertisement
Create Promotion Create Promotion
Create SpokespersonCreate Spokesperson
Produce Commercial Produce Commercial
Create Social Media Page Create Social Media Page
Create Extended Product LineCreate Extended Product Line