Establishing the Right Frame - PowerPoint Presentation

Establishing the Right Frame
Establishing the Right Frame

Establishing the Right Frame - Description


Establishing the right frame of reference is important because The first thing your prospects want to know is what youre trying to sell them If the what doesnt fit neatly into a preexisting category it creates confusion ID: 161043 Download Presentation

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frame framing drink points framing frame points drink soft customers energy drinks parity reference size car effective examples job categories frames service

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Slide1

Establishing the Right FrameSlide2

Establishing the right frame of reference is important because…

The first thing your prospects want to know is “what” you’re trying to sell them

If the “what” doesn’t fit neatly into a pre-existing category, it creates confusionMinds hate confusion and tend to default to incumbent options whenever it’s present

2Slide3

The right frame of reference…

3

S

ignals to customers the job that your product or service will do for themSlide4

Classic frames of reference would include categories ranging from…

4

Mountain bikes

Smart phones

Fast food

Soft drinks

Sport utility vehicles

WatchesSlide5

But classical framing fails to acknowledge that products and services perform multiple jobs

5

Exercise, Adventure,

Commuting, Thrill seeking

Email, Texting, Web browsing, Photos,

Social networking, Gaming, Phone

Breakfast, Lunch, Snack, Dinner, Reward

Refreshment,

Caffeination

, Snack

Commuting, Transporting children, Hauling supplies, Protection from accidents

Telling time, Showing status, monitoring body functions Slide6

What jobs do customers hire cars to do?

6

Relative importance

10

Female car buyers aged 40-50 years

Driving in foul weather (i.e. snow)Slide7

Both frames are informative but option B creates greater clarity for potential customers

7

Sport utility vehicle

Child-safe SUV

Framing option A

Framing option BSlide8

Takeaways

Our frames of reference must maximize clarity

Jobs (rather than products) are often the most effective way to express a frame of reference

8Slide9

The right frame of reference…

9

S

ignals to consumers the job that your product or service will do for them

D

ictates the types of associations that will function as points of parity and points of differenceSlide10

Coca-Cola’s points of parity and difference will vary depending on the frame it chooses

10

Thirst quenching drinks

Soft drinks

Sport drinks

Energy drinks

Juices

Iced teaSlide11

Points of parity in soft drink and energy drink categories beginning to blur

Soft drink category

TasteAvailabilityServing size variationsCalorie contentEnergy functionality

C

olor

Energy drink category

Energy functionality

Youthful imagery

Calorie

content

Serving size variations

Taste

Availability

11

Energy drink category

Energy functionality

Youthful imagery

Calorie content

Serving size variations

Taste

Availability

Soft drink category

Taste

Availability

Serving size variations

Calorie content

Energy functionality

ColorSlide12

Mountain Dew and Monster have been leading this change in their respective categories

12Slide13

The right frame of reference…

13

S

ignals to consumers the job that your product or service will do for them

D

ictates the types of associations that will function as points of parity and points of difference

Accelerates the understanding of new ideas by relating them to things that we already know Slide14

Examples of effective framing

14

Horse and carriage

Horseless carriage

(aka: the automobile)Slide15

Examples of effective framing

15

Car

Hybrid electric carSlide16

Examples of effective framing

16

Personal Organizer

Electronic Organizer

Palm Pilot 1000Slide17

Examples of framing that created confusion

17

GM EV1*

E

lectric car

* GM EV1 had a 60 mile range at launch and required 8 hours to fully charge

Apple Newton

Digital Personal Assistant

Segway

Personal transporterSlide18

Summary

Establishing the right frame of reference

is important because customers hate confusion and have a tendency to default to incumbent options whenever its presentEffective framing mitigates this risk by performing 3 essential functions

It signals

to

customers the

job that your

brand will

do for

them

It dictates

the types of associations that will function as points of parity and points of

difference

Finally

, it can accelerate the understanding of new ideas by connecting them to ideas that we already know

18

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