M A R K E T Arjan Matteo Das
DESIGN ACADEMY EINDHOVEN COMPASS - MARKET 2015
First off I would like to say that the lesson of market have been really interesting even though we didn’t have the time to really go in depth. But all is good I can say that have learned a lot in these past few weeks and that all the topics are of great value to me now. The lesson where open and free minded and really gave me space to show and give my opinion. Al though I had some struggle to really kick start the engine I feel that I made a wise choice coming to Market 2 this year. I Want to thank Herman for his high energy and interesting lessons they have really given me a better view on who I am as person.
FUNCTIONAL MARKETING
Attention
Desire
Desire for product Wannbae Gopro compromis in quality and price psychological prices
Action ,trigger customs to go out and by products. Psychological pricing (also price ending, charm pricing) is a pricing/marketing strategy based on the theory that certain prices have a psychological impact. The retail prices are often expressed as “odd prices”: a little less than a round number, e.g. $19.99 or £2.98. Consumers tend to perceive “odd prices” as being significantly lower than they actually are, tending to round to the next lowest monetary unit. Thus, prices such as $1.99 are associated with spending $1 rather than $2. The theory that drives this is that lower pricing such as this institutes greater demand than if consumers were perfectly rational. Psychological pricing is one cause of price points.
DYSFUNCTIONAL MARKETING Attention eye catching, so big but still not interesting to look at graphic and colours are to normal and blend in with the enviroment
No Desire what so every due to the
No interest in product because the
fact of low and cheap photography
martking is not telling what they are
of a buger
selling..
There is no trigger effect that makes customers want to but the product. A – attention (awareness): attract the attention of the customer. I – interest of the customer. D – desire: convince customers that they want and desire the product or service and that it will satisfy their needs. A – action: lead customers towards taking action and/or purchasing.
A I D A Every day we’re bombarded with headlines like these that are designed to grab our attention. In a world full of advertising and information – delivered in all sorts of media from print to websites, billboards to radio, and TV to text messages – every message has to work extremely hard to get noticed. And it’s not just advertising messages that have to work hard; every report you write, presentation you deliver, or email you send is competing for your audience’s attention. As the world of advertising becomes more and more competitive, advertising becomes more and more sophisticated. Yet the basic principles behind advertising copy remain – that it must attract attention and persuade someone to take action. And this idea remains true simply because human nature doesn’t really change. Sure, we become increasingly discerning, but to persuade people to do something, you still need to grab their attention, interest them in how your product or service can help them, and then persuade them to take the action you want them to take, such as buying your product or visiting your website. Attention (or Attract) Interest Desire Action. These are the four steps you need to take your audience through if you want them to buy your product or visit your website, or indeed to take on board the messages in your report.
A I D A How to Use the Tool
We us the AIDA approach when we write a piece of text that has the ultimate objective of getting others to take action. The elements of the acronym are as follows: 1. Attention/Attract In our media-filled world, you need to be quick and direct to grab people’s attention. Use powerful words, or a picture that will catch the reader’s eye and make them stop and read what you have to say next. With most office workers suffering from e-mail overload, action-seeking e-mails need subject lines that will encourage recipients to open them and read the contents. For example, to encourage people to attend a company training session on giving feedback, the email headline, “How effective is YOUR feedback?” is more likely to grab attention than the purely factual one of, “This week’s seminar on feedback”. 2. Interest This is one of the most challenging stages: You’ve got the attention of a chunk of your target audience, but can you engage with them enough so that they’ll want to spend their precious time understanding your message in more detail? Gaining the reader’s interest is a deeper process than grabbing their attention. They will give you a little more time to do it, but you must stay focused on their needs. This means helping them to pick out the messages that are relevant to them quickly. So use bullets and subheadings, and break up the text to make your points stand out. For more information on understanding your target audience’s interests and expectations, and the context of your message, read our article on the Rhetorical Triangle. 3. Desire The Interest and Desire parts of AIDA go hand-in-hand: As you’re building the reader’s interest, you also need to help them understand how what you’re offering can help them in a real way. The main way of doing this is by appealing to their personal needs and wants. So, rather than simply saying “Our lunchtime seminar will teach you feedback skills”, explain to the audience what’s in it for them: “Get what you need from other people, and save time and frustration, by learning how to give them good feedback.” You may want to take this further by appealing to people’s deeper drives”... giving effortless portability and a sleek appearance and that will be the envy of your friends and co-workers.” 5. Action Finally, be very clear about what action you want your readers to take
I D E N I T I T Y Identity is a state of mind in which someone recognizes/identifies their character traits that leads to finding out who they are and what they do and not that of someone else. In other words it’s basically who you are and what you define yourself as being. Human Identity and image What we are and how we appear shapes the image that we send out to the world. We send signals to each other and we analyses these signals on this we judge its book by its cover, we are always analyses other human beings and we are always looking for identity connections. This makes us human.
I think that everybody is constantly change/finding a new identities it’s not that we don’t like who we are it is more that we are always on the move and growing. We are exploring new things and unknowingly we are pick up some key elements for change. These key moments start to define us more and more. “Without no identity we are but a number in these world that we live in” ‘BRAND IDENTITY’ How a business wants a brand’s name, communication style, logo and other visual elements to be perceived by consumers. The components of the brand are created by the business itself, making brand identity the way in which a business wants consumers to perceive its brands, not necessarily how it is actually perceived. Brand identity is different than brand image, which is what consumers actually think. It is constructed by the business itself. A negative gap between brand identity and brand image means a company is out of touch with market sentiment, which will make selling its products more difficult. The brand image held by consumers can reach a point at which a business or product has to rebrand itself or risk not bringing in sales.
I D E N T I T Y
F R A M E
W O R D S
ROOTS
CULTURE
ENVIROMENT
LIFESTYLE
N A T U R E
A N D
N U R T U R E
Nature or heredity The transmission of characteristics form ancestors to their descendants by means of genes (what is built into a person form the beginning. Nurture or environment The surroundings in which a person finds him/herself. These surrounds affect the development of the person.
IMAGE
What the outside world perceives and person or company. If the base is true worthy the connection of the identity and image will be closer
Birkigt & Stadler Model Image
Behaiver
Extremely stylized into multi-disciplined characters. Losing the effect of being a specialist Creating new opportunities tue to the fact of showing multi-disciplines
Symbolisme
Behaiver
Communcation
Symbolisme
Corporate identity – visual presentation of who you are and what you stand for as individual .
Communication
The combination of are behaviour are visual communications to the outside world. What we want people to perceive and analyse of who we are as company or person.
I D
&
S U P E R E G O
&
E G O
Freud says, the self is composed of three parts that act on a different levels Id, superego and ego. The id is the inner in conscious part, this is tthe most animalistic, it takes hold of everything that has to do with our instinct. It’s the animal with in us. The superego is the outside in conscious part. It’s the projection of the society’s expectations and moral on our self. The ego is then the conscious part of our selfs, the one that determines the id demands and the superego restrictions. In fact the ego only exists because of the opposition between those two, between our nature and nurture, the nature being the id and the nurture being the superego.
S . W . O . T
Improvisation Deck of all trades Quicker leaner
Low concentration when not being interested influencial obsessive
S W O T Growth expanding Skill Set Knowlegde
Lose Site of important projects isolation
M Y
P E R S O N A L
V A L U E S .
What I value the most in life is trust worthiness, This influcense my view on the world. Connection between me and other is the key to succes having a good connection with my surrounds is in very important and also gives me more awareness. I appreciate good and intellectual conversations with lost of depth. While creating new object and discovery new things and find out that discovery is a true value for me. Discovery bring new ways of thinks to light this automaticaly triggers my a sense of perfection a value perfection to the highest level. attention to detail is the key VALUE KEYWORS 1. Truth 2. Trust Worthiness 3. Perfection 4. Loyalty 5. Awareness 6. Connection 7. Depth 8. Discovery
M I S S I O N
My Mission is to create a solid and creative platform. Where people of all different disciples can executed their ideas and collaborate of the highest level. The main objective is to open up opportunities for me and others. The platform should be seen as a trademark for everything that we do. We are going to be and impact full origination that will be recognized in the interactional industry. And we will have the self-honesty to admit when we’re wrong and have the courage to change. V I S I O N
I believe that I am here for a reason, raison d’etre meaning reason of existence. I see myself creating and developing new ways of think for the future. I see us exploring the unknown and finding new and innovative ideas for humanities wellbeing. I will also help develop young and ambitions talent that look at the world from a different perspective. I will share my knowledge with thoughts that need guides the world is at my feet it’s on me to seize the moment and own it.
“Raison d'etre”
The Firm is the trademark. As a firm we are decided to find new ways of thinking and creating. Pushing the limits that we face today we are able to break open and discover possibility’s that we apply to our creations. With a solid platform that enables us to collaborate on the highest level we bring different disciplines to the table to make sure that all aspects of our products have been well thought out. The Firm consist out 3 good friends that share the same life values and missions. Trust Worthiness – Loyalty – Truth
THE NEW WORLD ORDER IS CALLED THE FIRM We strive to challenge the industry by doing things differently. We worship unconventional ideas, charming smiles and real emotions. We see the old conservative world as extremely boring and as our biggest enemy.
WE ARE MORE THAN JUST AN AGENCY - THE THINGS THAT WE DO -
Branding & Design We offer brands a highly distinctive quality not possible to copy, find or buy elsewhere. We craft everything from brand guidelines, graphic identities and ad campaigns to magazines, packaging, books and spaces.
We even Lecture We tour around the world lecturing about creative entrepreneurship. It’s about how to make it in the creative industry, tied together with our own personal story of mistakes, failures, and successes.
We are here to help you. From one man companies to high league players we are willing to help them all but like always we do things are way, so no matter what you say or think we will push to follow are believes.Trust us.. Why?!! Simple we are the professionals and your just a person with money machine plan‌
SOME OF OUR CLIENTS
We will raise awareness with our out spoken way of thinking, by challenging the industry and by feeding the industry with our feedback we will be seen as the outsiders. Our Lectures will provide and make way for the new ways of thinking and bring people together. We will offer highly distinctive quality that will not possible to copy or find/buy elsewhere. Our work will strongly influence the industry of today. - When does interest become ‘desire’?? If you can’t beat us then you might as well join us.
- CORPORATE IDENTITY -
THE OFFICE
M A R K E T Arjan Matteo Das
DESIGN ACADEMY EINDHOVEN COMPASS - MARKET 2015