communicate with people in mind CONTENT STRATEGY, OFFER DESIGN, HUMANISTIC MARKETING.
Three best practices for companies living in a complex world.
Via A. Caccianino, 3 - 20131 Milano
LIVING IN a complex WORLD
It is made up by a huge variety of human interactions and each person has got his peculiar interests and attitudes.
The former criteria once adopted to segment the world are no longer enough.
geographical, sociodemographical, psycographic and behavioural segments
THE WORLD interaction with: associates, investors and stakeholders, business communities, ...
World is complex, we know.
PEOPLE RATHER THAN CONSUMERS No more just consumers. • We address to people. • People grouped in tribes.
The world is peopled with many worlds. Liquid galaxies, not homogeneous groups of people sharing the same values, cultures, believes, habits. Communities grow up around brands, products, believes, hobbies.
CONTENTS focused on relationship The relationship between company and world comes true through sharing.
Contents sharing: ideas, infos, images...
grouped in formats (advertising, brochures, catalogues)
conveyed through different channels. www.biscioneassociati.it
a new kind of care and a new sensibility are needed To navigate this sea.
Three MAIN TASKS
The contents: Are they consistently grouped? Are they easily accessible? Do the contentâ€™s adressees consider it a value?
Do company and people talk with each other? Do we know the tribes we refer to?
The offer: Does it properly enhance the personality and the project of the company?
OFFER DESIGN Visual representation is important to set out the offer with a consistent and integrated communication architecture. New energy-giving and vital elements enrich the offer to the market.
Key concepts • Integration. The offer design makes the roadmap clearer and gives an holistic point of view. The management can be more aware of the communication potential of its products and company strategies.
• Visuals. Visuals represent systems and
relationships much more effectively than text and figures.
• Organisation. Creative ideas have to
INFOGRAPHIC DESIGN, OFFER architecture
preserve their integrity and consistency also in the implementation phase.
CONTENT STRATEGY Producing and conveying high quality contents, respecting the peculiarities of each channel, the overall consistency, the people we are communicating with.
Key concepts • Conversation. Listen to what the people are saying, interacting with useful contributions.
• Sustainability. Creating a communication model for a sustainable and successful implementation and conveyance of contents.
• Proximity. Putting contents where they
CONCEPtS, FORMATs, DESIGN, information Architecture
need to be found.
Humanistic marketing People(to communicate with) and tribes (to be understood)rather than target segments.
Key concepts • Images and metaphors. Keeping away from triviality, thinking of new metaphers which highlight the company personality and implement its own project.
• Storytelling. Stories aimed at attracting and involving people.
Listening, dialogue, stories
interactions with customers by using advanced techniques (such as games or training). www.biscioneassociati.it
• Trends anticipation. Creating new
Via A. Caccianino, 3 - 20131 Milano www.biscioneassociati.it