Head of Marketing Solar Decathlon. Hashtag us now #SDME2018

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1 Head of Marketing Solar Decathlon Hashtag us now #SDME2018

2 A look at Marketing Global Best Practices Applying the Best Practices DEWA Solar Decathlon Effective Ideas To Market Your projects Dos and don'ts

3 OFFICIAL SOLAR DECATHLON MIDDLE EAST 2018 UNIVERSITY TEAMS Truly global! A one of kind platform for the world to see the YOUR latest innovations

4 Global Best Practices

5 GLOBAL BEST PRACTICES BUILDING BLOCKS TO MARKETING Building Objectives And KPI s Arriving At The TG Definition Brand DNA Leveraging The Brand Platform Creatively Brand Equity & Campaign Effectiveness

6 2 Step 1 Building Objectives & KPI s

7 BUILDING BLOCKS TO MARKETING SMART OBJECTIVES The group of goals set by a business when promoting its products or services to potential consumers that should be achieved within a given time frame. SPECIFIC MEASURABLE Goals should be clearly defined Goals should be quantifiable ACHIEVABLE Goals should be attainable and not unattainable 'hopes REALISTIC Goals should be relevant to the business TIMED Goals should achieved in a reasonable time frame

8 Step 2 Arriving At The Target Group

9 BUILDING BLOCKS TO MARKETING TARGET GROUP Understand your target audience Who are you promoting to? Why should they vote/sponsor your product? What do they stand to gain? METHODS OF TARGET GROUP SEGMENTATION GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC CONTINENT COUNTRY STATE REGION CITY AGE GENDER FAMILY SIZE OCCUPATION INCOME EDUCATION NATIONALITY LIFESTYLE SOCIAL CLASS INTERESTS PERSONAL VALUES ATTITUDES OPINIONS

10 Step 3 Arriving At The Brand Platform

11 Shortlisting The Zone BUILDING BLOCKS DEWA BRAND DNA - EXAMPLE The brand s positioning or platform is the place in the consumers mind that you want your brand to own. It is the benefit you want your consumer to perceive when they think of your brand. Has a unique, credible and sustainable position in the mind of the consumer

12 Leveraging Step 4 The Brand Platform Creatively

13 Shortlisting The Zone BUILDING BLOCKS TO MARKETING LEVERAGING THE BRAND PLATFORM CREATIVELY Visual Attract attention Control eye movement Should give the product credibility Headline Attract attention Target a specific audience Offer a solution or benefit Logo/Signatures Name of the company Logo Four important areas Copy Believable Support with facts Give the reader confidence in the product or the service

14 Step 5 Brand Equity & Campaign Effectiveness

15 BUILDING BLOCKS TO MARKETING BRAND EQUITY AND CAMPAIGN Media Media Effectiveness Measurements Press TV Radio GRP or Gross Rating Point and TRP or Target Rating Point are used to measure the impact of advertising on the audience. GRPs measure the ad impact on the "total audience", whereas TRPs measure the ad impact on the "target Social Media Networks Videos Digital Ads Blogs # Clicks/Impressions # of Followers /Fans /Impressions /Replies /Comments/Users # Visitors /Unique Visitors / Search Results # Views /Replies

16 Applying the Best Practices DEWA Solar Decathlon Solar Decathlon

17 APPLYING THE BEST PRACTICES DEWA SOLAR DECATHLON OUR SOCIAL MEDIA PLATFORM Webinar every two months - great way to connect to more than 100 people on average and promote your projects

18 APPLYING THE BEST PRACTICES DEWA SOLAR DECATHLON SOLAR DECATHLON CREATIVE BROCHURE & NEWSLETTERS

19 APPLYING THE BEST PRACTICES DEWA SOLAR DECATHLON SOLAR DECATHLON WEBSITE

20 APPLYING THE BEST PRACTICES DEWA SOLAR DECATHLON SOLAR DECATHLON SOCIAL MEDIA Follow us SDME2018

21 2 Effective Ideas To Market Your projects

22 EFFECTIVE IDEAS TO MARKET YOUR PROJECTS HAVE CLEAR OBJECTIVES To position your project as a role model in providing innovative Solar Energy Solutions across the Globe To increase brand awareness for your project within Solar Decathlon amongst the target group To generate enquiries and to engage with the audience building effective conversations and create brand advocates

23 EFFECTIVE IDEAS TO MARKET YOUR PROJECTS IDENTIFY YOU TARGET GROUP PRIMARY EDUCATIONAL INSTITUTIONS PRIMARY STUDENTS SECONDARY RESIDENTS & COMMUNITIES

24 EFFECTIVE IDEAS TO MARKET YOUR PROJECTS BASICS! REMEMBER

25 EFFECTIVE IDEAS TO MARKET YOUR PROJECTS SOCIAL MEDIA: SIMPLE POLLS Simple Polls Simple Polls on Facebook Followers are asked to chose their favored part of the project or suggest improvements Channel : FB /Twitter CREATE CONVERSATION IMAGES ARE FOR ILLUSTRATIVE PURPOSE

26 EFFECTIVE IDEAS TO MARKET YOUR PROJECTS SOCIAL MEDIA: QUIZZES Quizzes Knowledge quizzes Simple subjects that pertain to projects Channel : FB /Twitter CREATE ENGAGEMENT IMAGES ARE FOR ILLUSTRATIVE PURPOSE

27 EFFECTIVE IDEAS TO MARKET YOUR PROJECTS SOCIAL MEDIA: POSTS TO INCREASE CONTEST EXCITEMENT Posts to Increase Contest Excitement FB / Instagram Posts /Tweets Keep the event date and location on people s radar Share with friends and followers GET READY FOR SOLAR DECATHLON DUBAI 2018 MARK YOUR CALENDAR: The next #SDME2018 takes place in Dubai CREATE MOMENTUM Oh Yes! Its Free!

28 EFFECTIVE MARKETING IDEAS TO MARKET YOUR PROJECTS SOCIAL MEDIA: SNAPCHAT MARKETING Get on Snapchat Go LIVE NOW An estimated 200 million monthly active users send 700 million photos or videos each day, with approximately 500 million views per day Snapchat has approximately 100 million daily active users. CREATE MOMENTUM Oh Yes! Its Free!

29 EFFECTIVE MARKETING IDEAS TO MARKET YOUR PROJECTS SOCIAL MEDIA: POSTS TO INCREASE CONTEST ATTENDANCE Event Page Create an Event Page Use the Share option on event page Invite friends, share in your news feed, or share in messenger Oh Yes! Its Free!

30 EFFECTIVE MARKETING IDEAS TO MARKET YOUR PROJECTS SOCIAL MEDIA: POSTS TO PROMOTE PROJECTS Promote Projects Posts Create custom posts about your project Focus on the theme & Team Invite friends to like & Share them across media Oh Yes! Its Free!

31 EFFECTIVE MARKETING IDEAS TO MARKET DECATHON PROJECTS SOCIAL MEDIA: VIDEO SERIES Video Series Create a series of videos Interviews Behind the scenes footage Team Interviews Team discussion Final Project Videos Use Video Sharing sites : YouTube/ Vimeo Oh Yes! Its Free! IMAGES ARE FOR ILLUSTRATIVE PURPOSE

32 EFFECTIVE MARKETING IDEAS TO MARKET DECATHON PROJECTS SOCIAL MEDIA: INFLUENCERS Identify the topics of influence Vet the influencers who are a good contextual fit with your brand Look for content quality, reach, engagement and an alignment of values with your brand. CREATE LEVERAGE

33 EFFECTIVE MARKETING IDEAS TO MARKET DECATHON PROJECTS WEBSITE Project Page Banner Ads

34 Do s and Don ts 2

35 EFFECTIVE MARKETING IDEAS TO MARKET DECATHON PROJECTS DO S SOCIAL MEDIA ( FACEBOOK /TWITTER /INSTAGRAM) ALWAYS USE OUR HASTHTAG #SDME2018 ALWAYS TAG OUR SOCIAL MEDIA ACCOUNTS ALWAYS BUILD AND SHARE OUR CONTENT FOR MORE LEVERAGE ENGAGE AND SHARE GROW YOUR AUDIENCE BE CULTURE APPROPRIATE CREATE A SOCIAL MEDIA CALENDAR VIDEO GET PREAPPROVALS ON ALL VIDEO CONTENT HIGHLIGHT YOUR STRENGTHS USE VISUALS AND INFOGRAPHICS DO MAKE INTERVIEWS, AND VIDEO RESPONSES CRISP AND TO THE POINT MAKE THEM SHORT AND SWEET!

36 EFFECTIVE MARKETING IDEAS TO MARKET DECATHON PROJECTS DON TS SOCIAL MEDIA ( FACEBOOK /TWITTER /INSTAGRAM) DON T FORGET TO BE VISUAL AS MUCH AS YOU CAN DON T FORGET TO TELL AS MANY PEOPLE AS YOU CAN VIDEO DON T HAVE VIDEOS WITH A BAD RESOLUTION DON T IGNORE THE POWER OF SOUND AND LIGHTING WHEN CREATING A VIDEO DON T TELL THE STORY YOU THINK PEOPLE SHOULD HEAR. DO TELL THE STORY THAT PEOPLE WANT TO HEAR.

37 2 Thank You Don t Forget: Hashtag us now #SDME2018