miami ad school - job 2
TRANSCRIPT
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Boa noite.
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Vocês já ouviram muito sobre Silvio Santos e o Baú... então vamosdireto ao ponto.
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Temos um grande problema.
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1. O Baú vai vender os mesmos produtos, para o mesmo público...
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2. Por umpreço semelhante...
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3. Com histórico de preços altos no varejo...
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4. E ainda vai ter um monte de concorrentes de peso.
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E o pior de tudo...
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E o pior de tudo...
O PDV é pouco relevante... o que importa é o produto e a condição
de pagamento.
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Hum...
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Mas tem um lado bom...
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Temos uma marca fantástica e um enorme
público fiel.
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Além, é claro, de umcanal de TV e o Silvio.
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Mas o público fiel ao Silvio está envelhecendo...
precisamos usá-los para influenciar novos clientes.
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Ou seja, precisamos agregar valor aos
produtos sem aumentar a estrutura de custos,
focando inicialmente o público do Baú.
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E, com tudo isso, conquistar o público
mais novo.
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Mas por que o público do Baú?
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Mas por que o público do Baú?Porque é mais fácil, oras!
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Vamos começar vendendo para eles e
depois vamos ampliar o foco para outras pessoas.
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Mas peraí!Quem disse que vamos
vender produtos?
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O Baú nunca teve nada a ver com produtos... o Baú sempre vendeu Sonhos!
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Sonhos?
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Vamos definir sonho...(bem batido isso...)
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Sonho, segundo o Houaiss:
“plano ou desejo absurdo, sem
fundamento; fantasia, utopia, ficção.”
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É isso que o Silvio Santos entrega?
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À primeira vista, sim...
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À primeira vista, sim...
1 milhão de reais!
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Entendendo melhor a vida do público, conseguimos traçar uma linha comum entre os prêmios...
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Fomos à campo, descobrir a vida das pessoas que não fazem ESPM...
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salário mínimo de R$ 380,00, pouquíssimas oportunidades,
educação precária, família grande, desemprego, saúde ruim,
expectativa de vida baixa, poucas opções
de entretenimento, violência, medo,trânsito, ônibus lotado...
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Ou seja...
Muitas necessidades emuitas dificuldades.
E essas pessoas têm consciência do que existe de bom no mundo.
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Perdeu o emprego?Já era...
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A vida deles é alugada.(chegamos ao insight!)
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No fundo, esse público não tem conquistas, eles
têm prestações.
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E comprar o Carnê do Baú é uma experiência de fé constante em uma vida
melhor. Um ritual.
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Sonho para eles é possuir bens duráveis, um
legado - por menorque seja.
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O sonho...
1 milhão de reais!
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O sonho não é ser rico.É ser dono do próprio nariz.
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Já sei!Vamos fazer uma promoção da casa
própria!
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Não. Isso eles já fazem...
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E promoções vêm e vão.
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E promoções vêm e vão.
É quase como alugar o sonho também.
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Queremos que o sonho não seja alugado,
seja deles.
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E, de alguma forma, transformar o que é
efêmero em algo durável.
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Investir em um celular que vai ficar ultrapassado tem
que ser visto como um investimento de
longo prazo.
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Comprar um computador que vai quebrar em alguns anos tem que ser o início de um legado.
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Afinal de contas, computador você compra
em qualquer lugar.
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No Baú, você constrói um legado para a família.
Algo para passarde pai para filho.
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A gente explica...
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Cada real gasto noBaú Crediário vira uma moedinha de ouro em um baú
virtual.
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Essas moedinhas vão se acumulando...
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Por muitos anos...
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E só desaparecem quando a pessoa deixa de comprar
por mais de um ano.
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As moedas são um tesouro conquistado
real por real.
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E representam uma chance de mudar de vida.
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Todo mês, diversos prêmios serão sorteados entre os clientes. Cada “moeda” é um cupom.
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Quanto mais moeda, mais chances de ganhar.
Custa a mesma coisa? Compre aqui e acumule moedas.
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E as moedas valem emtodos os sorteios...
comprou hoje, concorre amanhã,mês que vem, ano que vem...
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As moedas que você conquistou são suas
para sempre.
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E se algo acontecer com você, elas passam para
seus filhos. Que também concorrem a prêmios
todos os meses.
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Ou seja, as moedas são um patrimônio a ser transmitido
para os filhos. O legado!
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Queremos que o ato de comprar conosco seja
algo tão ritualístico quanto pagar o carnê...
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Dessa forma, se o preço for competitivo, os
clientes optarão pelo Baú... e sem aumentar os custos significativamente.
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E o melhor... isso tem tudo a ver com o
Silvio Santos.
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Vejamos como comunicar isso para o público.
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Trazer
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Trazer Vender
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Trazer Vender Fidelizar
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Trazer Vender Fidelizar
Rejuvenescere aumentar a base.
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Trazer Vender Fidelizar
Rejuvenescere aumentar a base.
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Exemplo...Homens-sanduíche na frente das lojas concorrentes, com os dizeres “Compre o produto X no Baú Crediário e ainda concorra a prêmios pela vida toda.”
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Exemplo...Uso de mídias não-convencionais do Grupo Silvio Santos, como verso dos cheques do Panamericano e Telesena para divulgar as maiores promoções do mês.
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![Page 82: Miami Ad School - Job 2](https://reader034.vdocuments.pub/reader034/viewer/2022042700/5584d8abd8b42ad23a8b4922/html5/thumbnails/82.jpg)
Exemplo...Nas lojas, serão oferecidos serviços gratuitos (ou subsidiados) de acesso à Internet, ligações de longa distância, aulas variadas pelos computadores e banco de empregos.
![Page 83: Miami Ad School - Job 2](https://reader034.vdocuments.pub/reader034/viewer/2022042700/5584d8abd8b42ad23a8b4922/html5/thumbnails/83.jpg)
Trazer Vender Fidelizar
Rejuvenescere aumentar a base.
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Exemplo...Anúncios de varejo na televisão, jornais, rádio e Internet para promover as maiores promoções. Os anúncios terão os preços e formas de pagamento linkados ao conceito institucional da marca.
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Exemplo...Promoções-relâmpago: comprou, gira a roleta e se cair no “NÃO PAGUE”, vá embora sem pagar.
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Exemplo...Comunicação dirigida por e-mail, carta e SMS para os clientes, com promoções.
![Page 90: Miami Ad School - Job 2](https://reader034.vdocuments.pub/reader034/viewer/2022042700/5584d8abd8b42ad23a8b4922/html5/thumbnails/90.jpg)
Trazer Vender Fidelizar
Rejuvenescere aumentar a base.
![Page 91: Miami Ad School - Job 2](https://reader034.vdocuments.pub/reader034/viewer/2022042700/5584d8abd8b42ad23a8b4922/html5/thumbnails/91.jpg)
![Page 92: Miami Ad School - Job 2](https://reader034.vdocuments.pub/reader034/viewer/2022042700/5584d8abd8b42ad23a8b4922/html5/thumbnails/92.jpg)
Exemplo...Clientes poderão consultar as moedas conquistadas via Internet ou em terminais nas lojas. À cada consulta, ainda pode ganhar moedas adicionais.
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Exemplo...Em determinadas épocas do ano, clientes podem ganhar descontos proporcionais ao número de moedas conquistadas...
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Exemplo...Clientes sorteados serão convidados para programas de televisão do SBT.
![Page 97: Miami Ad School - Job 2](https://reader034.vdocuments.pub/reader034/viewer/2022042700/5584d8abd8b42ad23a8b4922/html5/thumbnails/97.jpg)
Trazer Vender Fidelizar
Rejuvenescere aumentar a base.
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Exemplo...As moedas acumuladas serão transferidas para familiares (cliente escolhe quais). Para continuar concorrendo, basta realizar uma compra por ano na loja.
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Trouxemos alguns exemplos de aplicação da campanha institucional...
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Obrigado :-)