uni Flashcards
Service design
Components of service design
Human centered, collaborative, iterative, sequel, holistic, real
Participartorydesign/co- creation what to take into account
Structure: Structured, Semi-structured
Preparation: Participant recruitment, Design task, Recording tools
Deliverables: Recordings, Notes, Artefacts
Participartorydesign/co-creation
Has 3 dimensions..
Form, purpose, context
Co-Creation Typology
Collaborating: open contribution, customer-led selection.
Tinkering: open contribution, firmled selection.
Co-designing: fixed contribution, customer-led selection.
Submitting: fixed contribution, firmled selection.
Product as experience
Marketing
the activity or business of promoting and selling products or services, including market research and advertising.
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.”
communication
PR
Account-based marketing (ABM)
Account-based marketing (ABM) pros and cons
How do you get started with account-based marketing?
How do you get started with account-based marketing?
Decide on your ideal customers:
What industry are they in?
What problem do they have that you can solve?
What’s their company size?
What are the titles of the key decision makers? (do research!)
Generate content: It should be targeted – i.e., it should be a very specific issue that is relevanlt to a certain client or industry. It should also be personalized
e.g., including the company name or industry in the headline of an article.
Activate your marketing channels: ABM should not be based on emails alone. Include anything that could work from unique direct mail ideas to social media and personal contacts from internal stakeholders.
Q: How do we identify our playing field
SWOT analysis
Q: Who/what are we up against?
PESTEL Analysis
Q: Who are we targeting?
The STP Framework
Q: How can we reach our audience?
The Sales Funnel
Q: What makes Us Special?
The Value Proposition
Q: What’s Our identity?
The Golden Circle
Change management
ADKAR
A - awareness
D - desirability
K - knowledge
A - ability
R - reinforsment
Potential issues with ADKAR
Overemphasis on individual change
Limited emphasis on culture
PR and marketing - OBJECTIVES
The next step is to set clear objectives for the marketing and communication infinitives. Setting clear objectives is crucial for several reasons: it provides a better focus and direction and it allows us to measure and evaluate the initiatives more accurately (Schneider, 2022).
MARKETING MIX
Q: How do we identify our playing field
Product
Place
Price
Promotion
Marketing mix - PRODUCT
As previously mentioned, the improved product offering is a fall detection watch, which allows the caretaker to be notified whenever a fall accident happens. As can be seen in Appendix II there are quite a few competitors in the market, therefore it is necessary to enhance the core product and clearly distinguish the adaptations to better communicate with the target audience and set this partially SaaS product apart from competing products.
F.A.B model
preparation of communication with the new target group:
Features
Advantages
Benefits
Marketing mix - PRICE
Internal - firm level factors, product factors
External - environment factors, Market factors
Marketing mix - PLACE
s discussed previously, lively has only experience in the US market, therefore partnering up with popular Danish stores such as Thansen, Elgiganten, Power, etc. will make the product more accessible.
Marketing mix -
PROMOTION/COMMUNICATIONS
The company should aim to communicate a clear, consistent, credible, and competitive message through the use of an IMC (integrated marketing communications)
PR- PRESS RELEASE
DIGITAL PROMOTION- FACEBOOK ADS
DIGITAL PROMOTION - 4C’s
Clarity
Consistency
Credibility
Competitiveness
