RazWar: Branding in the Digital Age

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Document related to a course given at Vlerick explaining "Branding in the Digital Age" and featuring Raz*War: first on-line grooming brand.

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RazWar: Branding in the Digital Age

  1. 1. Pierre De Nayer Vlerick -26/06/2012 We s(h)ave the World! Branding in the digital age: need for a new branding model?
  2. 2. conquest of a traditional market in a non-traditional way basic need web saavy GrowthBridge and Raz*War: The Rationale
  3. 3. “People may not remember exactly what you did or what you said, but they will always remember how you made them feel.” Delivering Happiness What Does Zappos sell?
  4. 4. Zappos Core Values 1. Deliver WOW Through Service 2. Embrace and Drive Change 3. Create Fun and a Little Weirdness 4. Be Adventurous, Creative, and Open-Minded 5. Pursue Growth and Learning 6. Build Open and Honest Relationships With Communication 7. Build a Positive Team and Family Spirit 8. Do More with Less 9. Be Passionate and Determined 10. Be Humble
  5. 5. COMMITTING TO TRANSPARENCY “Be real and you have nothing to fear” Your culture is your brand Don’t try to be someone you are not
  6. 6. Transcending shoes & service… – 1999 Selection of products – 2003 Customer Service – 2005 Culture and core values as our platform – 2007 Personal Emotional Connection – 2009 Delivering Happiness
  7. 7. “That’s great for Zappos but it would never work at my company…”
  8. 8. Flip the Funnel (Joseph Jaffe)
  9. 9. Why did Growth Bridge focused first on shaving ? (1/3) Source: Euromonitor Price comparison for a typical “last generation” razor head (UK) Source: Main Online, Title “Sharp Practice…”, Sean Poulter EUR Cartridge of four Each razor head Manufacturing Cost 0,22 0,06 Packaging 0,09 0,02 Producer Profit Margin 6,95 1,74 Shop Profit Margin 2,1 0,53 VAT 1,97 0,49 Retail price 11,33 2,84 Global toiletries: sector comparisons
  10. 10. Global Men’s Grooming products Increasing media attention Why did Growth Bridge focused first on shaving ? (2/3)
  11. 11. Why did Growth Bridge focused first on shaving ? (3/3)
  12. 12. Shaving Market:There was something to do...
  13. 13. Can David beat Goliath? (Using Social Media…) 56% Raz*War (% of statements expressed with a positive sentiment) 26% BigRazCo (% of statements expressed with a positive sentiment)
  14. 14. Our Products & Packaging
  15. 15. Lets visit http://www.razwar.com
  16. 16. ©2010 Growth Bridge - Confidential NPS repurchase= 28-39= -11% NPS recommend= 27- 36 = - 9 % Listening is key…
  17. 17. “Social R&D”-We adapted our offer
  18. 18. Our Subscriptions-First step towards SaaS?
  19. 19. “Shaving as a Service”: Towards a new business model? Boardofinnovation.com
  20. 20. Authenticity Humour Engagement Our Customers and Ambassadors Some of our marketing tools… Relevance
  21. 21. Participate in selected easily leverageable events  European Start Up Rally  Grand Prix Wallon de l’Entrepreneuriat Grand Prix à l’exportation Leverage the event the day itself Twitter Facebook Web Interviews Make others know you are there Leverage the event in the following days Produce content Share all published articles Give bloggers attention If needed, identify some opinion leaders  Share info with them Give exclusivities New pictures… Nurture the buzz bubble Trough Twitter interactions  New blog post  Facebook discussion Excellent customer care & Logistic service  There are no problems, only solutions found the same day by Raz*War team Zoom on some of our guerilla tactics: The Spanish Example
  22. 22. Zoom on some of our guerilla tactics: What to think about Twitter? (1/2)
  23. 23. Zoom on some of our guerilla tactics: What to think about Twitter? (2/2)
  24. 24. Zoom on some of our guerilla tactics: What to think about Twitter? TweetReach
  25. 25. Zoom on some of our guerilla tactics: Providing content regularly (1)
  26. 26. Zoom on some of our guerilla tactics: Providing content regularly (2)
  27. 27. Zoom on some of our guerilla tactics: Providing content regularly (3)
  28. 28. Zoom on some of our guerilla tactics: Do not forget blogs!
  29. 29. Some tools to use… • Facebook • Twitter • Youtube • Posterous • Providing information • Creating a community • Leverage the community • Listen to new idea’s –Do «Social R&D » • Customer Care • Listen! • React! • Inform about new content • Inform about promotions (do not abuse!) • Customer care • Vidéo content is king • Blog Platform
  30. 30. Some key lessons…(We did a lot of things wrong!) • Content is key. • Relevance is key • Be authentic • Social marketing Social R&D • Think multi-channel • Listen, Listen, Listen, • Provide excellent customer care • Do guerrilla...but smartly • Be consistent! • Be patient • Just Do It! • Retail...is detail.
  31. 31. Thank You Pierre De Nayer GrowthBridge pdn@growthbridge.eu pierre@razwar.com denap@citobi.com +32 478 554 667

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