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Idea Industries: Week 6

by: Cam Notetaker

Idea Industries: Week 6 APRD 1001

Cam Notetaker

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These notes cover the in class lectures in Week 6, important concepts from the TED Talk and "Where Good Ideas Come From" Ch 5.
Idea Industries
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This 19 page Class Notes was uploaded by Cam Notetaker on Saturday October 1, 2016. The Class Notes belongs to APRD 1001 at University of Colorado at Boulder taught by in Fall 2016. Since its upload, it has received 47 views.


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Date Created: 10/01/16
IDEA INDUSTRIES: WEEK 6 9/26 Chipotle Lecture, William Espey, on Friday! Guest Speaker Information WILL be on the TEST!! EVERYTHING MIGHT BE BRANDING… DIFFERENT NEEDS REQUIRE DIFFERENT TOOLS… ● If you have a brand that is overpriced, no marketing can help that brand survive. MARKETING COMMUNICATIONS: Planned: ● Advertising ● Promotions ● Public Relations ● Events ● Cause Marketing ● Social ● product/service Unplanned: ● Word of Mouth ● Media Coverage ● Special Interest ● Government research and findings ● Product/service ● Product and services can have unplanned elements. ○ Ex) Although the company strategy is not to be rude to customers, the staff of starbucks can be super rude or super helpful. This interprets how we perceive the brand, DIFFERENT MESSAGES DO DIFFERENT THINGS CVS: ● CVS removes cigarettes from the store to promote the message that all of their products help their customers ● Unplanned Message: Word of mouth/newspaper articles WHAT BRAND’S VALUE STATEMENTS ARE: ● Know Your Core Audience - As American as Apple Pie ● Brand Ambassadors - Keeping it in the family ● Push the Envelope - Finding Untapped Markets ● Extend the Brand - Spreading the wealth NFL: ● PLANNED: decided that women were an untapped market ⇒ Teamed up with Maybelline to promote colors for football teams and get women involved. ● UNPLANNED: The public takes the same ad and altered it to address domestic abuse and how NFL players were treating their family MESSAGE CONTROL VERSUS IMPACT UNPLANNED MESSAGING HAS MORE IMPACT Ex) USA TODAY: Radisson pulled Vikings sponsorship On Twitter, Radisson got a lot of positive unplanned feedback from this decision PEOPLE ENGAGE WITH BRANDS THEY: ● Love ● Trust ● Find interesting ● Hear about others ● Find useful ● Believe in WHAT YOU NEED TO KNOW ABOUT BRAND ARCHITECTURE: Creating a brand: ● Make sure that messaging strengthens what brand is suppose to be long term BRAND’S GOAL OR AMBITION ● Steve Jobs had a goal to create technolog ● Money should not be the goal BRAND PERSONALITY’S: BRAND'S CAMPAIGN IDEA: Snickers: “You’re not you when you’re hungry” ● Functional ● Why can snickers say they satisfy hunger? ⇒ They have peanuts (protein) ● Masculine candy ⇒ color BRAND PROBLEM: ● Become obsolete = Kodak, Blockbusters ● No one gets excited = cereal because everyone has their personal, traditional favorites ● Needs innovations = Luggage company had many innovations to their suitcase to get attention. ● Cannot control exponential growth = Airbnb CONSUMER PATHWAY: How do people interact with the brand and how does this affect how we solve the problem? Awareness: Advertising and PR 1. Launch a product 2. Communicate a belief 3. Tell of an offer or event Ex) Dollar Shave Club: Online launched the Dollar Product, but it is very specific with what the brand does. “No bells and whistles” It is very clear what they want you to be aware of Involvement: Advertising cause, events, PR ● Increase emotional engagement before purchase Ex) Do not need a promotion to buy a snickers bar. Ex) “Helping dad survive in the digital age” Ad - Dollar Shave Club: 1. Promotional piece: give dad this rasor 2. Main message: “We get you” ⇒ We like that brands get what we feel Active Consideration: Promotion, advertising, events, in store, search ● Shift the order of consideration by facilitating favorable comparison ● Why should I make the choice? Ex) On Amazon, “people who looked at that, also looked at this” Ex) 6s Ad:”The only thing that has changed is everything” ● Response to Samsung saying that iphone hasn’t changed Purchase: Promotion, service, product ● Convert intent into action at the point of purchase ● When I get people to the place to buy products, how do I draw you into my products? ● People have in-store advertisements ○ Ex) google Ex) VW has one of the best advertising of all time⇒ people love their ads, but people weren’t able to increase sales Consumption: ● Improve the user experience ● From marketing standpoint: Is the user experience as good as it can be? I want to make sure you’re getting what you think you’re getting. ● Packaging is very very important ○ Ex) Dollar shave club packaging is slick and follows the promotional value 9/28 If you can improve the user’s experience/consumption, more sales Ex) Tom’s shoes makes the consumer feel good about why they are purchasing CONTINUING CONSUMER PATHWAY Relationship: Promotions, Social, Cause, Events, Direct ● Make the customer feel special to improve the per capita value ○ Ex) Shampoo - you buy the same shampoo product without consciously thinking about it. Loyalty drives sales. ○ Ex) Dollar Shave Club enhances relationship with customers by responding to them, on social media posts Advocacy: PR, Social, Events, Cause ● Increase positive conversation and recommendation ○ Ex) Yelp ○ Ex) Amazon - Tells you what other people are buying ○ Ex) Dollar Shave Club: “Write your own #razorburn” DIFFERENT TYPES OF COMMUNICATION: People’s specialties fall into different marketing strategies! ● Advertising ● Promotions ● PR ● Experiential Marketing The audience NEVER says “I like Chipotle because of ABC PR company!!” ⇒ Specific agencies are never recognized. Users only recognize the brand. ADVERTISING: Building brand image ● Awareness ● Involvement ● Consideration How do you know what to think about your brand? ⇒ ADVERTISING Legos: ● Sticks to creativity ● Different products ○ Ex) Leia and Han Solo ad TrueMood Ad “Giving is the best communication”: ● Not everything can be advertised as that emotional ● Asks the question: How do you tell a story that impacts the consumer? PUBLIC RELATIONS: ⇒ YOU WILL GET PRESS, MAKE SURE THE IT’S SMART TECHNIQUES ● Awareness ● Involvement ● Relationship ● Advocacy REI commercial: #OPTOUTSIDE ● Didn’t participate in Black Friday because it didn’t correspond with Brand Morals ● Start commercial with zooming in on a mountain and then the background noise is Black Friday news ● Makes sense to the brand and makes news Snapple: ● Said they would give the world’s largest popsicle to the city of NY ● This PR stunt failed because the popsicle melted and clogged gutters and caused many people to slip. No one claimed this stunt. SALES PROMOTION: Incentivize ● Consideration ● Purchase ● Consumption ● Relationship Ray Ban: ● Incentive online to participate in company Starbucks: ● Incentive with small Frappuccino to buy a big one ● Incentive to buy starbucks in morning to have coupon for afternoon (Repeat customers) ● Rewards App ⇒ Loyalty programs tend to be more long term Coke: ● Incentivize people with low prices DIRECT: ● Consideration ● Purchase ● Relationship ● Advocacy DIRECT MARKETING: one on one relationship ● Changed because all internet is direct marketing ○ 1800 # ⇒ real packaging Ex) Gillette starter pack box Ex) Kate Spade ⇒ 75% off promotions if you sign up online EVENTS: Physical happening that gets people involved ● Involvement ● Relationship ● Advocacy Coke: ● Summer concert series ● Coke Can on beach Gay Rights in 1976 in Sydney: ● ”We turned ATMs into GAYTms” ● Colored receipts ● More people were taking more money out of the bank ● Money donated to LGBT communities ● How do you create an event that correlates with the brand? CAUSE MARKETING: ● Involvement ● Consideration ● Purchase ● Relationship ● Advocacy How can I create a relationship with you because I believe what you believe? Pepsi “Do some good”: ● Wasn’t tying this into health but promote brand Ben and Jerry’s -Save our swirled = Tweet the tesla ⇒ Raise eco awareness Pampers Diapers works with Unicef: How do you say you work with children? You put your money there INTEGRATION IS REQUIRED FOR A STRONG BRAND: ● Awareness ● Involvement ● Consideration ● Purchase ● Consumption ● Relationship ● Advocacy #montythepenguin: Take an idea, spread it out, multiple dimensions ● John Lewis drive people to the department store ● Want to give ● ”Bring stuffed animal to the store and get it digitized” 9/30 - William Espey William’s position: Brand/voice of Chipotle When the founder/CEO created Chipotle, he never intended to have a chain company. However, his creation created new fast food model. THE GENIUS OF NAIVETE: Doing something amazing without even realizing ● William says that he did what he thought was funny or entertaining so he could connect with audiences ● Idiot > Savant BRANDING IS EVERYTHING: ● How is it connected to the world around it? ● Every touch point of the consumer creates a brand experience in the consumer’s mind. BRAND IS A PERSONALITY: what you offer to the world ● How we interact with brands is equivalent to how we interact with people ○ Ex) GAP/BANANA REPUBLIC: The same company runs these two different companies. However, the consumer thinks of two separate “people” when they think about the brand. This displays how a brand shows its personality. : Allows one to connect with everything WHAT “DEFINES” A PERSON? ● What they say - superficial ● What they’ve done - historical ● What they do - present *The most important aspect of a company is how consumers connect with people on the ground* WHAT DO COMPANIES REFLECT VALUES: ● ACTIONS SPEAK LOUDER THAN WORDS ● What they do ● Words come down to traditional advertising TRADITIONAL ADVERTISING: ● Billboards ● magazines SIMPLICITY: ● We don’t have enough time to have big, distracting advertisements ● WHEN EVERYTHING IS BOLD, NOTHING IS BOLD THE CONTEXT OF COMMUNICATION: Where are you having the communication? ● We cannot connect to the audience in an emotional way ● We must understand context of communication in order to understand what conversations we should to have IN A WORLD OF ADVERTISING, WHO WANTS MORE? SAY SOMETHING MEMORABLE: -empty vs full ad ● “If I don’t occasionally make mistakes, or offend people, I’m no longer relevant” ○ Must be able to admit to mistakes SPEAK THE LANGUAGE ● connect cultures ● ex) 4:25 Ad - Plays off of the younger generation’s obsession with “420” FOOD WITH INTEGRITY ⇒ STRAIGHT TALK ● Created these ads to catch attention with 5 or less words. In the lighter font, Chipotle discusses a real issue. UNLIMITED TIME: Limited Time Only Deals ● Gold foil ads ADVERTISING CLICHES: INGREDIENTS REIGN: ● Campaign is online **Chipotle gives people a career in an industry when people are viewed as disposable** Focus everything on mobile because that’s where everyone is at ⇒ Create advertisements people want to connect to CULTIVATE: ● Create dialog about farm team ⇒ the more people that know about food integrity ⇒ the more customers ● Create content that is good enough so people come to you. VALUES INTEGRATION: ● “We have values as a company, we can integrate those values with the way we communicate” WHY DO VALUES MATTER? ● Everyday life: We have friends because we have shared values CREATE PERSONAL CONNECTION: ● Personal connections help companies because MAINTAINing BRAND INTEGRITY WHEN THINGS GO WRONG ● Look at the relationship with Chipotle as a real love relationship. If something goes wrong, such as a break up, one must recreate the love with customers. ● Idea: there’s a reason someone “fell in love” with a product in the first place. During a fall out, a company must remind a consumer about this love. SERVICE: ● Chipotle does not tie you to a menu, you can get whatever you want ECONOMICS: ● If you solve an issue, you will be rewarded ● What was the issue that they solved? ○ Spend 7 dollars at a different restaurant and see the difference in quality vs. Chipotle. SENSATION: ● Create change by having a vision in a capitalist economy and promoting that vision ● William is selling meat as a vegetarian. ○ Claims he makes more effective change for vegetarian community in his current position because he is apart of a company that promotes these ideas and his profits affect the community. THE SECRET TO SUCCESS: ● MAKE SOMEONE FORGET WHO THEY ARE, OR WHO THEY THINK THEY ARE ● What are you doing in your space? ● FINDING YOUR HEART PATH TRANSCENDENTAL MOTIVATION: SPECIALIZATION CREATES EXPERTISE WELCOME TO THE MACHINE… Where Good Ideas Come From: Chapter 5 “De Forest had stumbled across a classic slow hunch” (132). ⇒ Worked on a machine in 1900 that would be perfect to sending Morse Code ⇒ “eventually be called a triode” (133) ⇒ “The Audion was not so much an invention as it was the steady, persistent accumulation of error” (134) “Greatbatch happened to grab the wrong resistor” ⇒ “Thanks to Greatbatch’s error, the device was simulating the beat of a human heart, not recording it” ⇒ Created Pacemaker ⇒ “an instance where a great idea came - literally - from a novel combination of spare parts” (135-136) “The inventions of radiography, vulcanized rubber, and plastic all depended on generative mistakes that were generative precisely because they connected to slow hunches in the mind of their creators” (136) ⇒ “Error often creates a path that leads you out of your comfortable assumptions” (137) “Being wrong on its own doesn’t unlock new doors in the adjacent possible, but it does force us to look for them” (138). Free association ⇒ “Individuals who are unusually creative tend to generate more original associations when tested” (140). ⇒ “When subjects were exposed to inaccurate descriptions of the slides, they became more creative” (141) “Our cells appear to be designed to leave the door for mutation ever so slightly open, just enough to let a small trickle of change and variation in, without catastrophic effects for the population as a whole” (144). “One of the key advantages to sexual reproduction is that it enables mutated genes to break off from the genes that produce higher rates of mutations” (146) ⇒ “Sex keeps the door to the adjacent possible open by just a crack, so that we can adapt to the changing pressures or opportunities of our environment” (147). TED Talk: Travis Goal: Get more people into fewer cars Jitney Bus: ● In 1914, LP Draper had an idea ● This happened in LA. ● Trolley guys were not happy so they got regulations put in place to slow down the growth of the Jitney ● These regulations put the Jitney out of existence by 1919 Private ownership of cars had a public cost: ● 7 billion hours/year sitting in traffic ● $160 billion lost in productivity ● ⅕ of all carbon emissions from cars ● Up to 30% of land and space is used storing cars The problem with mass transit is that it hasn’t figured out how to reach everyone’s doorstep. In 2011, when Uber was founded, it began because people just wanted to be able to push a button and get a ride. Looking at data, Uber noticed that many people wanted to get to the same location around the same time. ⇒ Could you have a cheap enough ride so that people were willing to share it? UberPOOL: great for urban carpooling UberCommute: For suburbs, people can become Uber drivers in their own neighborhoods and carpool to work Technology has given us many opportunities ⇒ We don’t have to wait for self-driving cars Rebranding/Redesigning the App Logo: ● Immature version of “luxury” car brands ● More about cities Uber was in (worldwide) ⇒ A “U” doesn’t mean anything in mandarin ● Many more people opened the new logo app to see what they would find Facing hard times: ● Cementing cultural values during exponential growth ● Tell your story Uber wants the hardest “math” problems and the “wow” factors that come with solving it.


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