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