EMEA Day at Dell 2010 - How To Build A Brand Effective Marketing

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  • A great company begins with offering great products and services. That is a necessary condition in todays’ environment. Determine your positioning. What is unique about you vis-à-vis your competition? Good positioning forces hard choices of defining what you are and what you are not.
  • what your brand will stand for based on customer insights, addressing customer pain points Combine the Emotional benefits with the functional benefits. Emotional benefits in Dell context or IT context would be reliable, secure, smart, innovative, unique, successful Functional benefits in Dell context or IT context would be Long term Investment, high quality products and great value; solves real problems; technology that helps me do and achieve more Drive customer loyalty by building and owning customer relationships Committed to deliver amazing Account Management Focus on Operational Excellence as a key enabler -
  • Start building your brand before the customers buy. Catch them early on in the A-C-F-P cycle. Define your offerings in such a manner that the customer pain points are addressed with a key positive differentiation. Transactional but beyond price points- Eg faster shipment, packaged solutions, learning centres for TG etc
  • Create a list of action items to establish your brand Use different vehicles to talk to your customer. Talk about sme experience – events, meet, showcase, demo Traditional approach and the new age digital approach. Some are low cost and can fit any budget.
  • The key thing is to measure your brands’ progress. Ask your existing customers, your prospective customers and where possible ask customers who bought competition over you. Top-down systematic approach Identify critical loyalty drivers Develop Touch Point research that addresses top drivers Drive Business Process Improvement Research has shown that willingness to recommend is the key indicator of brand health. Check out conversations in the social media and brand search results on your brand

Transcript

  • 1. How To Build A Brand – Effective Marketing Simon Hall Head of Marketing, UK & Ireland, Medium Business, Dell EMEA Day at Dell – 26 & 27 April, 2010 Dell Small Business Excellence Award
  • 2. 5 Steps to building brand equity IN THIS WORLD … DREAMS ARE ACHIEVED. LIVES ARE ENRICHED. LIFE IS GOOD.
    • Elevate your brand…define your purpose
  • 3. 5 Steps to building brand equity TAKE YOUR OWN PATH
    • Elevate your brand…define your purpose
    • Listen . Get to know your customer
  • 4.
    • Elevate your brand…define your purpose
    • Listen . Get to know your customer
    • Begin transactional….but think beyond
    5 Steps to building brand equity
  • 5. 5 Steps to building brand equity
    • Elevate your brand…define your purpose
    • Listen . Get to know your customer
    • Begin transactional…. Think beyond
    • Activate. Create an integrated approach
    Roadshows Touch &Feel Channel Engagement PR & Web 2.0 Social Media Online Offline Customer Field Salesforce
  • 6.
    • Elevate your brand…define your purpose
    • Listen . Get to know your customer
    • Begin transactional…. Think beyond
    • Activate. Create an integrated approach
    • Measure. Refine
    5 Steps to building brand equity PROMOTERS DETRACTORS PASSIVES 0 1 2 3 4 5 6 7 8 9 10 _ PROMOTERS 50% DETRACTORS 20% NPS 30% =
  • 7. Confidential THE BRAND BENEFIT LADDER Dell purpose: Delivering technology solutions that enable people everywhere to grow and thrive Reasons to Believe Functional Benefit Emotional Benefit Foundation Personality
  • 8. Discussion