Belonging Presentation Keynote
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Belonging Presentation Keynote



Presentation provided to in-store marketing that supports JP Lacroix's book: Belonging Experiences - Designing Engaged Brands

Presentation provided to in-store marketing that supports JP Lacroix's book: Belonging Experiences - Designing Engaged Brands



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  • Welcome and thank you for attending my presentation. For the next 50 minutes, I want to share with my one of the biggest opportunities in experiential branding.

Belonging Presentation Keynote Belonging Presentation Keynote Presentation Transcript

  • ENGAGEMENT Designing a Belonging Experience
    • Factors that are shaping how consumers interact with brands
    • Identifying the key factors that drive loyalty
    • The three sides of engagement
    • The new “Belonging Experience” model
    • Belonging Experience leaders
    Seeing around the corner
  • Skepticism Conflicting Needs Time Poor Fear Autopilot Collaboration Simplicity Emotive Empowering Intrusive > > Brand Loyalty Our Challenge View slide
  • Putting the trend puzzle together Vigilant Network Empowering Knowledge Experiential Lifestyle Belonging Doorways View slide
    • Empowered Knowledge
    • Growth of the internet as the source of knowledge
    • It is about learning and sharing information
    • Future currency will be knowledge based
    • Need for consumers to connect
    Putting the trend puzzle together
    • Belonging Doorways
    • Need for growth key consumer need driver
    • Evolve from functional to aspirational
    • Change of family nucleus driving need to belong
    • Need to learn from others
    Putting the trend puzzle together
    • Experiential Lifestyle
    • Need for status
    • Experiential marketing growing beyond the store
    • Strong need to have new experiences and experimentation
    • Want to be in control of the experience
    Putting the trend puzzle together
    • Vigilant Network
    • Heightened awareness of social and environmental issues
    • Crowd clout
    • Internet a forum for whistle blowing
    • The “free” culture
    Putting the trend puzzle together
  • Proprietary Product, Service or Process Engaging Community Unique Experience Distinctive Persona Evolving the Competitive Ladder
  • Belonging Experiences = Engagement Community
  • Process Message Structure Ideal Engaging Experience Customer Knowledge Needs Information Sharing Relationship Building Support Three Sides of Engagement
  • Customer needs and motivations Customer attitudes and behaviors Employee needs and motivations Employee attitudes and behaviors Brand purpose and identity Brand image and reputation Customer experience Customer proposition Employee experience Employee proposition Integrated Engagement
  • Belonging ACT Model © LEVEL5 Strategic Brand Advisors 2009 Confidential – Do Not Copy 5 Aware Attract Communicate Connect Transact Trust Advise Create Translate Advocate Collaborate Transform Ritual High Brand Loyalty Low Brand Loyalty
    • Driving short-and long-term value
    • The A.C.T. model allows companies to:
    • Retain the best customers
    • Build stronger brand equity
    • Create brand momentum
    • A.C.T. allows companies to fully leverage their brand equity in meaningful and new ways.
    Belonging ACT Model
  • © LEVEL5 Strategic Brand Advisors 2009 Confidential – Do Not Copy
    • Communicate/Connect
    • Start the relationship/one-on-one
    • Provide personal advise
    • Demonstrate benefits
    • Impact knowledge expertise
    • Attract/Aware
    • Communicate point of difference
    • Start the engagement
    • Capture attention
    • Communicate offering
    • Transact/Trust
    • Fast/Expedient Job solution
    • Simplify offering/life
    • Ongoing knowledge/product empowerment
    • Advocate/friends are your sales people
    Belonging ACT Model
  • Investment > Knowledge Enabler
  • 28
  • 29
  • Empowerment > Apple
  • Coffee > Need for Recognition
  • Clean > Genuine
  • Engagement Steps
  • Engagement Evaluation 1
    • Initiate an engagement audit:
      • SWOT Review
      • Industry Trends
      • Benchmarks
      • Consumer and Staff Research
    • Use the R.A.C.E. filter
      • Repurpose/Reduce
      • Align/Add
      • Consolidate/Communicate
      • Eliminate
  • Recommendations R educe/Redistribute A lign C onsolidate/Communicate E liminate Ideal Engaging Experience 1 Engagement Evaluation
  • 1 Engagement Evaluation Repurpose/Redistribute Align/Add Consolidate/Communicate Eliminate Process Message Structure
  • A.C.T. Modeling 2
      • Map-out using the A.C.T. model each consumer touch point and how it can evolve to create strong engagement
      • What are the steps taken by consumers and what are their sequential values? How do they differ pending consumer target group profiles?
      • What are the hidden need states that are not being met by the current consumer experience and how can these be leveraged?
      • How can the environment help build a total consumer experience that is meaningful?
      • How to leverage a shift of power between the customer and organization?
  • A.C.T. Modeling 2
      • Prioritize the R.A.C.E. learning and incorporate into the A.C.T. model
      • Take into consideration how the process, messaging and structure will influence the consumer experience
      • Explore how external and internal factors will impact the experience
  • 2 A.C.T. Modeling Aware/Attract Communicate/Connect Transact/Trust Process Message Structure
  • A.C.T. Scenario 3
      • Design different consumer engagement experiences, building on the key questions
      • Identify how the front-line staff, processes and structures integrate within the engagement experience
      • Determine the content and role communication elements will ensure a strong engagement with customers and staff
    • Engaging
    • Empowering
    • Evolving
    • Viral
    • Integrated
    Belonging Experience Criteria
  • Thank You Get Engaged