hotový finish anglicky cmyk
Transcription
hotový finish anglicky cmyk
PROCESS OF THE CIS PROJECT TRAINING AND IDENTIFICATION OF THE RESEARCH NECESSITY ANALYSIS, RESEARCH AND Analýza, výzkum a zapojení INVOLVEMENT OF OUR našeho existujícího EXISTING PRACTICAL AND prakticko-teoretického know how. KNOW-HOW THEORETICAL . SOLUTION PROPOSAL, DESIGN AND DEVELOPMENT PRODUCTION AND IMPLEMENTATION Within our approach DAGO CIS, POP communication projects are being designed on the basis of: - results of researches and functional theories in the sphere of shopping behavior - specific know-how of our company - systematically classified information received from a client Then we succeed in maximizing intervention and efficiency of campaigns thanks to the systematic and strategic work with shopper centric information and knowledge, which are being intensively involved in all development phases of complex projects or individual POP media. Also there is stimulated an active exploitation of results from "shopper" researches of a client up to a sales area. In the initial phase, a submitter may go through our implementation or comprehensive training, with the goal to disclose the potential of shopper centric work with POP communication media and introduce rules of their functionality. At the same time, in a co-operation with a submitter, there are identified spheres, where it is appropriate eventually to realize the concrete additional research, whose outputs would be used for other phase of the project processing. In the project, there are subsequently collected, classified and analyzed information from a client (including data from researches) and information from the market. There is being realized an analysis of a product, product category, point of sales, competition and other relevant spheres with the perspective of basic fundaments of marketing mix, technical aspects, etc. The analyzed data are then confronted with and linked to proved rules and know-how in relevant spheres with the goal to prepare complex data for creation of designs. In this development phase, based on outputs from all received information, there is proceeded selection and recommendation of optimal types of POP media, their visual concept and technical solution, creation of concrete graphical and design proposals and presentations for customers. To maximize the intervention of thus created POP media, we use EIEP (Exposure, Interruption, Engagement, Purchase) method. This method works with aspects increasing the potential of proposed means to expose, interrupt, engage and convert purchasers into the ones who will buy supported goods. ,,Retail Safari” SPECIAL TOOLS In some cases, it is effective to organize analytical and creative visit to target points of sales together with the submitter (marketing + trade marketing + sales), POP specialists and creative specialists with the goal to revise together the existing POP communication of the client, map competing approaches and innovation possibilities. On their basis, there arise creative proposals of solutions in quick succession using the CIS approach. Presented approach is intellectual property of DAGO s.r.o. protected by law no. 121/2000 Sb. In this phase, there are created prototypes of real POP media based on proposals and implementation of materials and then, after some tuning, there starts serial production followed by their distribution and installation into the target sales environment. Everything take place within aspects defined by all previous phases. In the implementation materials, there might be processed recommendations and rules for placing POP media in the form of instructions for installation teams. The CIS approach maximizes the potential of the interference affecting customers and increases the effectiveness of the whole campaign. In the case of chosen proposals, it is possible to verify the acceptance of proposed POP projects / media with selected retail chains with the goal to avoid problems with the implementation. After some tuning and approving proposals, we do calculations and eventually produce prototypes that might be pre-tested in target stores before their series production.