Slide 5.1. Topics Covered OVP for Product Management vs Product Promotion Recap of Online Value Proposition (OVP) Definition How does OVP fit into the.

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Presentation transcript:

Slide 5.1

Topics Covered OVP for Product Management vs Product Promotion Recap of Online Value Proposition (OVP) Definition How does OVP fit into the over all process of creating a strategic eMarketing plan Factors to consider when developing a strategic eMarketing OVP Examples of varous B2B OVP

Learning Goals Define a 1 – 3 online value propositions for your assigned strategy case Use these value propositions combined with personas to derive content strategy and tactics Voettekst3

Differing OVP – depends upon task at hand - 3 scenarios # 1 Use Internet for external data collection for product management # 2 Use Internet for developing distribution channels and networks # 3 Use Internet for direct selling – product promotion Voettekst4 # 1 Upstream: product definition; road mapping; lifecycle management; market research; # 3 Downstream: product launch; promotion; buyer journeys; social conversation; communities; distribution # 2 Upstream: find, develop distribution channels;

OVP Definition & Recap for 3 Scenarios # 1: Exploits crowdsourcing; speed; convenience; cost savings; partners; etc. to create value for the supplier company

Definition - OVP Scenario 2 # 2 Exploits crowdsourcing; cost saving; convenience; process; to extend supplier’s distribution network Voettekst6

Definition OVP Scenario 3 # 3 Exploits unique advantage(s) online reinforcing core brand, clearly summarizing what a customer can get from you online that they can not get elsewhere (including offline, or from competitors) Voettekst7

How Does OVP Fit Into the Overall Picture Voettekst8

Factors to Consider in Your OVP Which scenario are you addressing 1, 2, 3? Customer persona needs Competitive offerings Company strengths and resources available Online business model Immediacy, interactivity Can it be reinforced throughout your various digital assets (content, websites)? Voettekst9

6Cs & 8Ps To Help Define B2B OVPs 10 7 Cs8 Ps ContentContent – right timeProductProduct – real vs. virtual CustomizationCustomization – matched to personas PeoplePeople – community; live interaction (Chat); online training Community – social network, crowd sourcing Physical evidencePhysical evidence: awards, testimonials ConvenienceConvenience - 24/7; immediacy;Place – (multiple) digital channels; off-line vs online Cost ReductionPrice – different or same online vs offline? Choice – wider online?Process – buying, install, rollout CompetitionPartners & Price

Examples - Online Product Definition 11

Examples - Online People 12

Examples Online Value Adding Processes Voettekst13

Examples Online Value Adding Processes 14

Examples Online Physical Evidence Voettekst15

Examples Online Customization Voettekst16

Examples MS Customized Enterprise Finance Content Voettekst17

Examples Online Convenience Voettekst18

Examples Online Differentiated Competition 19

End of Video - Thank you During this week’s workshop, please be ready to present your case’s OVP or to debate those presented by classmates!