[ Marketing Strategy ] [ Advertising Strategy ]
The following issues should be reviewed for opportunties and potential conflicts as part of marketing strategy development.
| Negative Motivation | Positive Motivation | |
| High Customer Involvement |
Stress, but not exaggerate the product benefits, while creating a positive attitude
toward the brand. No frills transportation automobile |
Emotional appeal targetted to specific lifestyle groups Luxurary automobile |
| Low Customer Involvement |
Stress the product's problem solving benefits in a simple easy to understand manner.
Don't have to like the ads, but must understand the benefits. Aspirin, gasoline |
Emotional appeal. Target audience must like the ad. Cosmetics, TV dinners |
Transformative Networking – connecting change
leaders to enable self-organized grassroots change.
http://groups.google.com/group/transformative-networking
Next Steps – While still conceptual, transformative
networking offers the possibility of leading change through the networking of
those already interested or involved in similar initiatives, effectively tearing
down existing silos of practice that exist across disciplines and fields of
work. The next step is to develop a proof of concept built on the theoretical
underpinnings above, possibly using Google Wave as the collaboration platform.
Included will be identifying the minimal structure and governance required to
enable self-organization within the network while not constraining what might
emerge. Join this initiative and help create the future of organizing -
networking communities of interest.
http://groups.google.com/group/transformative-networking
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Last modified: July 19, 2009