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Using Semiotics in Marketing Chapters 1 - 3 Read-a-Long with NewMR

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*Note: this webinar series is ongoing from 23rd April 2020.
If you'd like to join these ongoing sessions, please check out the timetable below in this description area*
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Webinar description
If you work in marketing or market research, or if any aspect of your job involves understanding consumers, there’s never been a better time to get into semiotics. Brands around the world are rapidly taking it up. It strengthens brand communications, guides design and ensures that everything is pitch-perfect for global and local markets. It bridges the gap between culture and psychology, giving a clear view of how the deepest emotions and needs of the individual are connected to national tastes, politics and changing social trends. It’s also unique in being the only market research method which is expressly designed to unlock the meaning of visual images.

Until now, the only barrier for would-be users and practitioners was that semiotics was considered hard to access and rather academic. All that has changed with the publication of ‘Using Semiotics in Marketing: How to achieve consumer insight for brand growth and profits’. Described by reviewers as “immensely readable”, “crystal clear” and “generous” in sharing the author’s 20 years of commercial experience, ‘Using Semiotics’ is the first book to offer a complete step-by-step course for marketers that takes away the barriers to entry and empowers everyone to conduct their own research and find original insights for brands. No previous experience or training is required and readers who follow all the steps have a completed, publishable project by the end of the book.

This is the first webinar in a series in which Dr Rachel Lawes, the author of ‘Using Semiotics in Marketing’ and Ray Poynter, a luminary of British market research, read the book together, over a handful of episodes. Everyone is invited to join us and is guaranteed to look at the world differently by the end. Semiotics will permanently change the way you think about marketing, brands and consumers and eventually it will change the way you think about your own culture and your own life.

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Timetable of the next events:

- 23 April, Presentation by Dr Rachel Lawes on semiotics, what it is it, why you might be interested in it, and what will the book help you achieve? COMPLETED EVENT

- 21 May, Review of chapters 1-3, questions and comments from readers COMPLETED EVENT

- 11 June, Review of chapters 4-6, questions and comments from readers

- 2 July, Review of chapters 7-9, questions and comments from readers

- 23 July, Review of chapters 10-12, questions and comments from readers

Note, you will need to acquire a copy of the book if you want to read along with the group, available in e-form, paperback and hardback from Kogan Page, Amazon and other retailers.

Click here to register for the follow-up read-a-long sessions: https://bit.ly/2VQV1EU

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Using Semiotics in Marketing Chapters 1 - 3 Read-a-Long with NewMR

  1. 1. USING SEMIOTICS IN MARKETING READ-ALONG PART 1: CHAPTERS 1-3 DR RACHEL LAWES 21 MAY 2020
  2. 2. Sponsors Gold Silver The Festival of NewMR, March 2020
  3. 3. •  game by Nintendo, 3/2020 •  record-busting sales •  the game of the pandemic •  packed full of semiotics BUSINESS NEWS
  4. 4. •  What is semiotics? Key facts and terms •  How brand owners & marketers use semiotics •  Quick-cook recipe: how to do research using semiotics
  5. 5. marketing challenge hotlist Creating and launching new brands. Repositioning brands. Communicating the results of mergers. Rejuvenating older brands. Making marketing communications clearer and more motivating. Making brands, products and services seem premium. Communicating ‘value’ and ‘economy’. Identifying emerging trends in product categories and in consumer behaviour. Finding new ways to engage shoppers in store and at fixture, merchandising and designing retail stores and platforms. Giving local brands a more global reach and helping global brands to address local audiences. Aligning products and brands with the consumer needs of specific segments, demographics and cohorts such as Millennials and Generation Z. Marketing to social groups such as men, women and children as well as special interest groups emerging from identity politics. Generating creative ideas to stimulate innovation and advertising. Identifying and crafting convincing and relevant brand stories.
  6. 6. red apples
  7. 7. bottom-up analysis bottom-up analysis top-down analysis •  pandemic •  lockdown •  death, horror •  consumer needs Brands sit in the middle. Culture influences their meaning from two directions: from below & from above. Bottom-up semiotics is great for decoding brand communications. Top-down semiotics is great for innovation & global marketing strategy.
  8. 8. bottom-up questions: signs & symbols bottom-up analysis top-down questions: trends & society •  pandemic •  lockdown •  death, horror •  consumer needs YOUR BRIEF OR PROPOSAL GOES HERE “We want to communicate a particular idea or value with our brand communications. How are our competitors handling it, are there any variations and where is our opportunity to say something new?” “Our brand is well established but customers are growing older. What can we do to make it seem more youthful and relevant?” “How can we best communicate with consumers in emerging markets?”
  9. 9. HAVE YOU CHOSEN A PROJECT? PHOTO BY CODEY DAVIS ON UNSPLASH
  10. 10. EASY RECIPE PHOTO BY CALUM LEWIS ON UNSPLASH
  11. 11. 1.  Clarify marketing problem. 2.  Write research questions (top/bottom). 3.  Brainstorm with client or colleague. 4.  Choose and sample data. 5.  Identify semiotic signs. 6.  Identify codes. 7.  Detect social structures. 8.  Connect insights to client’s business problem. 9.  Write up. Use evidence & simple language. 10.  Debrief client & stakeholders.
  12. 12. •  How to analyse signs & symbols •  How to decode culture & social trends •  Tools for creativity & innovation ANALYSIS Webinar 11 June. Read chapters 4, 5 & 6
  13. 13. •  Field trips! •  Ethnography & discourse analysis •  Turning insight into strategy STRATEGY Webinar 2 July. Read chapters 7, 8 & 9
  14. 14. •  Writing-up & sharing your findings •  Hot topics: AI, semiotics around the world •  Self-development & your future career WRITE! Webinar 23 July. Read chapters 10, 11 & 12
  15. 15. let’s discuss! Dr Rachel Lawes Ray Poynter
  16. 16. Sponsors Gold Silver The Festival of NewMR, March 2020

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