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THE MARKETING

guide

by AIESEC in Tunisia


Decision Making Process

1 2 Need Recognition

Search for Information

3 4 5 Evaluation of Decision Making Post-Purchase Alternatives & Purchase Evaluation


Product-Customer Flow

Product Evolution Understand Focus

Customize

customer flow Attract Convert Close

Understanding the reality, Customizing your focus Creating the Marketing Knowing your next Focus programme or needs Plan and Starting the Programme for the entity into something matchable promotion in order to & Setting your Goals. with your stakeholders attract more customers reality and society trends. to buy your product.

Delight Delivering what we promised. In this phase, the customer is living the experience.

* This flow is a co-creation of two parties, OGX and Communication(Marketing)

Showcase Showcasing the impact that our product brought onto our customers.


Clear allocation Understand +Focus Internal Supply & Demand Analysis

OGX Set up & management of country partnerships

Goal & Target Set Ra-Ma-Re goals for Sub-Products/ Issues across the milestones of the campaign

COMM MKT

External trends analysis based on social media

Co-Creation of product packaging

Co-creation of target audience understanding

Co-Creation of product packaging

Preparation Feedback the operations synergy and perspective of the campaign plan

Campaign On Going Promotion Support

Planning selection process and ensure capacity to receive traffic from Sign-Ups to Raising and Matching Customers

Conversion Management

Run selection interviews/ Preliminary assessments

Collect Content from Previous Customers

Raise or Reject applications based on assessment results Releasing campaign Materials based on Timeline

Use backward planning to generate Goals for In-Review, In-Progress Open-Signups

Create timeline for promotions strategy

Improving Campaign Strategy based on Insights from Engagement Metrics

Co-creation of target audience understanding

Generating Content: Coordinate Content Collection with Operations Functions

Use TNs Portfolio & Opportunity Portal as Marketing Tool

Establish KPIs for traffic in channels

Materials Creation: Design Materials for Promotion & Showcasing

Drive Online Traffic to ORS/ & Opportunity Portal

Membership Engagement: Design Eductaion/Guidelines & Coordinate for AIESEC members. Website: Ensure website is updated on Information you want your audience to know

Matching Process

In-Progress to In-Review & Close Contact Leads to start selection process

Co-Creation of optimization plan for Convert to Close

Design Campaign

Be clear on Ra-Ma-Re Goals for sub-products & issues External trends analysis based on social media

Customize

In-Progress If sign-ups have not gone through the opportunity portal, send emails to direct them to Opportunity Portal

Plan & execute tactics that look out for more efficient matching process


Goal Settings Backward planning for both OGX and MKT KPIs to reach your Goals

OGX KPIs Planning Number of Realizations

Number of Matches

Trackable on myaiesec.net

Trackable on myaiesec.net

Number of Raises

Number of Interviews

Trackable on myaiesec.net & ORS

MKT KPIs Planning Number of In-Progress Trackable on ORS

Number of Open Registrations Trackable on ORS

Website Visits Social Reach Trackable on external analytic tools (Facebook Insights/ Google Analytics)

Trackable on ORS


Target Definition Key factors to consider in order to define your Target Customers

Sub-Product/Issue

Background

Skills

Timeline

Languages

Interests

Using the following AIESEC Customer Canvas the profiling of the Customer can be more specific.


AIESEC CUSTOMER CANVAS

www.aiesec.org

Sub-Product/ Issue(s)

S K I L LL SA &N G U A G E S

TIME What time of year/day is it?

Academic:

CONTEXT

Work Experience:

Language/s and Proficiency:

Soft/Hard Skills:

T I M E L I N E

When should they be free to go on exchange? (ideal start date and duration)

I N T E R E S T S

What are my interests? What motivates me?

What allows them to be available at this time?

What circumstance/state is s/he in?

CUSTOMER INSIGHTS

B A C K G R O U N D

e/ General D esc Nam rip t

ion

ER PR TOM OF S CU

E IL

EMOTIONAL STATUS What is s/he feeling at this time?

? NEEDS What problems does s/he need to solve?

TOUCHPOINTS Where can I find him/her at this time?

Customer Profile: Know who your customer is! Constumer Insights: Understand their perspective to develop even more powerful marketing tactics!


TOUCHPOINTS

NEEDS

EMOTIONAL STATUS CONTEXT

TIME

CUSTOMER INSIGHTS (PAGE 2)


channels choosing

Choose the most efďŹ cient channels that can get you to your customers faster and easier.

You can use the following canvas to understand more how your customers will go through the channels you choose


AIESEC CUSTOMER JOURNEY MAP

www.aiesec.org

Sub-Product/ Issue(s) BRAND POSITIONING

Activity What would s/he need to do at this touchpoint?

Value Proposition

Brand Attributes

THE CUSTOMER

Motivations

Reasons to Believe

What would motivate him/her to move to the next Touchpoint?

Questions What questions does the s/he have at this touchpoint?

Mental Barrier What mentality would keep him/her from connecting with our message?

Touchpoint Space of interaction with AIESEC

CUSTOMER PHASES Key Benefits

Message/ Expectations to be set What key message needs to be passed? And, what information do we need to provide?

Consumer Insight

AIESEC

Reasons to Believe How do we add credibility to the value we hope to deliver?

Actions/ Tactics What will we do to engage the customer and move him/her to the next touchpoint?

Customer Profile

KPI’s How will we track progress?

Brand Positioning: Build the aspects of a brand in a way that connects with the target audience Customer Journey: Through out the customer’s experience, understand how they think, and create smarter tactics based on this!


CUSTOMER JOURNEY MAP (PAGE 2) Activity What would s/he need to do at this touchpoint?

THE CUSTOMER

Motivations What would motivate him/her to move to the next touchpoint?

Questions What questions does the s/he have at this touchpoint?

Mental Barrier What mentality would keep him/her from connecting with our message?

Touchpoint Space of interaction with AIESEC

CUSTOMER PHASES Message/ Expectations to be set What key message needs to be passed? And, what information do we need to provide?

AIESEC

Reasons to Believe How do we add credibility to the value we hope to deliver?

Actions/ Tactics What will we do to engage the customer and move him/her to the next touchpoint?

KPI’s How will we track progress?


Message Creation Choosing the key words you want your stakeholders to focus on.

BRAINSTORM KEY WORDS

Using the following Consumer Trend Canvas will help you get the best of on going trends in the society to turn them into your marketing campaign beneďŹ t.


CONSUMER

TREND CANVAS

TREND:

1 . ANALYZ E

Basic Needs Which deep consumer needs & desires does this trend address?

2. APPLY

Drivers of Change

Innovation Potential

Why is this trend emerging now? What’s changing? Shifts: Long-term, widespread macro changes

Emerging Consumer Expectations What new consumer needs, wants and expectations are created by the changes identiďŹ ed above? Where and how does this trend satisfy them?

How and where could you apply this trend to your business?

Triggers: Recent, short-term changes or technologies

Who Inspiration How are other businesses applying this trend?

Which (new) customer groups could you apply this trend to? What would you have to change?


Visual Guidelines AIESEC OFFICIAL LOGO

c

c c

The international platform for young people to explore and develop their leadership potential

c

c

The international platform for young people to explore and develop their leadership potential

c

AIESEC SHAPES


Visual Guidelines GLOBAL PRODUCT BRANDS

NATIONAL PRODUCT BRANDS

c


Customer Flow

ATTRACT

Stranger

CONVERT

Vistor

CLOSE

Lead

DELIGHT

Customer

SHOWCASE

Promoter


T ATTRAC

ATTRACT

Stranger

Vistor

Start the promotion and track your KPIs with some external tools such as:


T R E V N O C

CONVERT

Vistor

Lead

During the promotion, track your KPIs on a daily basis This is an example of a tracking tool


CLOSE

CLOSE

Lead

Customer

Calling your leads for the Info Session and the Interviews. You can use the 2 weeks Conversion Flow.


Conversion Flow

1

Contacting the Leads by Email or by Phone to inform them about the date of the Info Session and the Interviews

Info Session

2 3 4 5 6 7 8 9 10 11 12 13 14 15 CONTACT Interviews Individual meetings with the potential EPs to pay the fees and raise EP forms for them and finally teach them how to use myaiesec.net

Pre-Raised

To be contacted in the next flow Leads Not Showing Up during the Info Session

Interviews

pre-rejected

Matchable Profiles

raised Final List of Raised EPs Their Status to be Changed in the ORS

REJECTED Not Matchable Profiles


T H G I L E D

DELIGHT

Customer

Promoter


E S A C W O SH

SHOWCASE

Promoter


Creating the content for the promotion Graphic Design - Copy Writing

Contacting the Leads Conducting the Info Session Changing Status on ORS

Conduct the Interviews Raise the Forms on MyAIESEC.net

Tracking the Quality of Exchanges depending on the XPP & National Quality Standards

Manage CY2CY partnerships Choose the profiles needed and the countries


Links WIKIS A Guide to Marketing Wiki http://www.myaiesec.net/content/viewwiki.do?contentid=10255817 Global Visual Branding Guidelines http://www.myaiesec.net/content/viewwiki.do?contentid=10067369 Cross-Function Synergy for Marketing http://www.myaiesec.net/content/viewwiki.do?contentid=10284654 DeďŹ ning the Right Customer & Marketing Approach http://www.myaiesec.net/content/viewwiki.do?contentid=10284659 Brand Experience Wiki http://www.myaiesec.net/content/viewwiki.do?contentid=10237327 Youth to Business Brand Refresh Wiki http://www.myaiesec.net/content/viewwiki.do?contentid=10283946


Links files The AIESEC Customer Canvas http://www.myaiesec.net/content/viewfile.do?contentid=10284669 Customer Journey Map http://www.myaiesec.net/content/viewfile.do?contentid=10251078 Global Talent-Global Citizen Logos http://www.myaiesec.net/content/viewfile.do?contentid=10277681 Global Talent-Global Citizen Brand Toolkit ttp://www.myaiesec.net/content/viewfile.do?contentid=10276743


Websites Hubspot www.hubspot.com Mashable www.mashable.com BuzzFeed www.buzzfeed.com Marketing Attitude www.marketingattitude.net StumbleUpon www.stumbleupon.com TrendWatching www.trendwatching.com


Tools HootSuite www.hootsuite.com OverGraph www.over-graph.com Google Analytics www.google.com/analytics Infogr.Am www.infogr.am PickToChart www.picktochart.com Pixlr www.pixlr.com Bit.Ly www.bit.ly


The Marketing Guide