A value proposition refers to the value a company promises to deliver to customers should they choose to buy their product. A value proposition is also a declaration of intent or a statement that introduces a company's brand to consumers by telling them what the company stands for, how it operates, and why it deserves their business.

A successful brand shapes customers’ experiences by embedding the fundamental value proposition in offerings’ every feature. For BMW, “the Ultimate Driving Machine” is much more than a slogan; it informs the company’s manufacturing and design choices. In 2000, Mercedes-Benz introduced a system that automatically controls the distance between a Mercedes and the car in front. BMW would not consider developing such a feature unless it amplified rather than diminished the driving experience.

This statement, if worded right, convinces a potential consumer that one particular product or service the company offers will add more value or better solve a problem for them than other similar offerings will.

Key Takeaways

• A company's value proposition tells a customer the number one reason why a product or service is best suited for that particular customer.

• A successful value proposition should be communicated to customers directly, either via the company's web site or other marketing or advertising.

• Value propositions can follow different formats, as long as they are "on brand" and unique and specific to the company in question.

By definition, branding is a marketing practice in which a company creates a name, symbol or design that is easily identifiable as belonging to the company. This helps to identify a product and distinguish it from other products and services.

Firstly, let's see what is the definition of "brand" in order to understand why Steve Jobs is pointing at you.

Let's see why branding is relevant for AIESEC as an organisation.

Marketing is the process of getting people interested in your company's product or service. This happens through market research, analysis, and understanding your ideal customer's interests.

Good marketing helps customers, good marketing is a positive force in the World. “The other kind of marketing, the effective kind, is about understanding our customer’s world view and desires so we can connect with them”.

Bad marketing is about hype, about interrupting customers, about pressuring to do what you want them to do, about scamming the customer into buying a product they may not need or want.

A marketer is curious about other people, their struggles, their dreams, and their beliefs. The only way to make a difference is to truly see and understand the people you seek to influence.

Test your knowledge afterwards here:

QUIZ 1 - https://forms.gle/FSaEnbYfWjHzBooc6

QUIZ 2 - https://forms.gle/hS8RjZBFQLnAWQcR6

QUIZ 3 - https://forms.gle/MJQv6NaEeQzFUVUF7

* Blue book is a guide that will help you understand lots of stuff like where to put the logo, which font we use in our organisation and how to enjoy the whole experience as a member of MKT department ;)

A buyer persona is a semi-fictional representation of your ideal customer. It’s based on market research, actual data about your existing customers, and a few (educated) assumptions. It helps you to understand and relate to an audience that you want to market your products and services to.

(Hubspot)

Frankly speaking, our customers/buyers are the youth, those who we address through our online and offline presence.

WHY DO WE NEED THEM?

Buyer personas are situated at the heart of any marketing strategy, and throughout every part of the Inbound process. If you can’t engage with your potential customers in a relevant and contextual manner, you will lose their trust and interest. Once you have lost someone’s trust and interest, it’s hard to get that back. (You can’t make a second first impression!)

But more so than anything else, buyer personas inform you of what your business should be doing to help potential customers. Without buyer personas we wouldn’t know what content to create, which material to share, how we should direct our marketing efforts or where we can improve our presence. They are the context of the narrative, the framework which houses our efforts. They are the compass which determines the direction of our journey and where we should be going.

Remember, the purpose the purpose of constructing buyer personas is so that you know exactly who to attract, who you want to delight with your astoundingly good content and insight and, eventually, get on board with your business.

You have to know the MKT departments plays a huge role in the Attraction phase.

Survival kit - anytime, anywhere:

Because lead nurturing campaigns are meant to communicate with each prospect and customer on an individual level, it’s essential for campaign content — emails, digital ads, direct mail, etc. — to be personalized.

By sending content that directly answers your audiences’ questions and relates to their needs, you can help solve their problems and lay the groundwork to offer solutions that result in sales and long-term customer relationships.

Guess whaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat?

The words you are reading right now were written by a copywriter. And he/she can also make money by doing that, but that is not the point why you are reading this! He's/She is also very attractive, but that's not relevant at all here.

Copywriters are the handsome, good-smelling men and women who create fresh written content for advertising, marketing and descriptive texts. Copywriters can write more creative text, like ad jingles, taglines, and other creative copy, or more research-based copy, like a job description on a website.

Copywriters should know how to write for various mediums, such as print, web, radio and television. They have the ability to create compelling text that draws readers in, conveys a certain message or entertains.

Design, content marketing, SEO, and growth hacking are all parts of a complete digital marketing plan, but copywriting is the glue that ties it all together. Copy gives your design meaning and lays the foundation for your content marketing, SEO, and growth hacking. Writing better copy enables you to convert more readers into customers, and we wanted to provide a guide that would give you an advantage when writing copy both on and offline

FIVE core skills that will wake the copywriter inside you

- An Eye For Detail

And, to go with English language skills you’ll need the ability to spot errors in your own work. You’ll have to be your own proofreader and copy editor. All copy should be as error free as possible before being sent to the client.

- A Wide Vocabulary

A wide vocabulary is helpful. It’s great to have a wide variety of words to choose from, instead of the same hackneyed favorites. However, in some instances it is wise to stick to the tried and tested words – when wishing to achieve a powerful headline for instance.

- Curiosity

In order to write convincing copy, you’ll have to find out about the product you’re selling. This means discovering its features, benefits and unique selling points. And, if you want to approach the campaign from a new angle, the more you know about the product the easier it’ll be to find one.

- The Ability To See Different Points of View

As a copywriter it’s vital to be able to put yourself in the shoes of the buyer. You must be able to persuade the customer that the product or service you are writing copy for is going to benefit them.

- Research Skills

Knowing how to carry out research will be most helpful. Being able to use the internet will make that process quicker and easier. Having excellent research skills also applies to your communication with the client. Asking the right questions will allow you to understand the product or service inside out, which is vital if you want to sell it effectively.

The Secret Formula for the perfect ever written text in the history of humanity:

• HEADLINE (original)

• LEAD (eye-catching)

• BODY (to the point)

• BACKGROUND (not very sentimental)

• CALL TO ACTION (memorable)

Test yourself and know about how good you are when it comes to words and compelling them into a small article. Here is a cute gif to remind that you can do it. Just WRITE it !

Adobe Illustrator is also used in designing mock-ups which show what the website will look like when it's completed, and creating icons used within apps or websites. Here is the link to more detailed explained articles about how to use AI's features.

Here is the completely playlist for all the tutorials about Adobe Illustrator. But seriously, if you can google or youtube it you can find all types of instructions that you would need, and most important in common used languages: English, Russian, Thai, Chinese, English with Indian accent, ok, lame joke but you got the idea! :)

Test yourself and know about how good you are when it comes to creating visuals for Instagram of Facebook format. Here is a cute gif to remind that you can do it. Just ILLUSTRATE it !

When it comes a well shot-video you have to imagine it in your head.

SPOILER ALERT! It is pretty tough to bring the ideas into reality, but imagine also filming it. This is why, in order to sort your mind you need a paper or the notes in your phone. Write down all ideas that you got and how you are going to shot them, what types of angle you will use, how long it will take and what is the message behind all the work that you put out there.

KEEP YOUR CHIN UP, WE GOT YOUR BACK! Down below there is just a red line of basics when it comes to filming and editing. Feel free to discover this magic world by watching also other types of videos like that:

1. Make a script - what, where and how you are going to film.

2. Get to know the camera angles and the right way/order to use them.

3. Film your actors or just a simple bird flying outside with a camera or even your phone. Hey, director Steven Soderbergh shot his 2018 psychological horror-thriller movie Unsane entirely on iPhone. I bet you do not have any excuses right now.

4. Editing process. Side note: there are bunch of apps that will help you to edit videos, even lots for free, adapted for your phone. But we recommend to edit videos on a computer because you will see the whole picture with its details and you will enjoy the production process more. Adobe Premiere Pro is just the classic program used everywhere so it will be a good skill to know it and to put it on your CV when you would apply for a job. :)

Test yourself and know about how good you are when it comes to shots and editing them into an artsy video. Here is a cute gif to remind that you can do it. Just FILM it !