2012 brand experience galland 2 voka_ln_summary

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Brand experience - Voka LN Marketing 10 January 2012 session

Brand experience - Voka LN Marketing 10 January 2012 session

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  • 1. Brand  experience   Voka  LN  Marke9ng     Session  summary     10  January  2012   Galland.be  ©  Galland.be  2011   Consultants  in  strategic  marke9ng   Galland.be  
  • 2. Today’s  marke9ng  challenge   choices    Today,  people  are  overwhelmed  by  a     vast  array  of  choices  that  are  o4en  very  similar   Galland.be  
  • 3.  Today,  everyone  is  in  shortage  of  9me   Galland.be  
  • 4. Today’s  marke9ng  challenge          When  people  have  less   and  less  9me  to   Choice   consider  op9ons,     their  own  criteria  will   help  them  to  make  the   Time   decision   Galland.be  
  • 5.        People  trust  their  own  ideas     &  experiences  from  friends,     rather  than    any  type  of  push  mass  media       Galland.be  
  • 6. ©dlhdmb13  (flickr)  6   Galland.be  
  • 7. Brand  dynamics   Brand  iden9ty     Product  performance     Service    quality   Management     Brand  Experience   Past  experiences     Personal  needs/values     Word  of  mouth   Employee     Customer    Brand  Experience   Brand  Experience   Galland.be  
  • 8.        How  to  adapt  to  the  changed  reality?   Galland.be  
  • 9. Understand  the  new  rules  of  the  game  Today  customers  are  much  more   Today  the  market  is  global  and  highly  demanding  and  well  informed.  They   compeDDve.  Companies  that  understand     the  differenDaDon  game                       1.  like  to  connect  and  share  their   1.  are  collabora9ve   beliefs  and  interests   2.  feel  special,  want  to  be  treated     2.  highly  personalize  their  acDons   in  a  unique  way   3.  make  their  own  choices  based     3.  set  up  a  dialogue  and  engage  with   on  their  own  criteria   the  customer   Galland.be  
  • 10. STO P  SH OUT ING  !   Galland.be  
  • 11. A  marke=ng  strategy  is  about  finding  a  way  to  be  unique  …   Galland.be  
  • 12.        What  does  it  take  to    create  a  unique  experience?   Galland.be  
  • 13.  “At  the  end  of  the  day,  we  fly  exactly  the  same  planes  as  everybody  else.  If  we  get  our  customers  off  the  plane  happy,  and  they  go  on  to  talk  about  that  and  get  others  to  come  and  then  come  back  again  themselves  -­‐  that’s  a  huge  markeDng  tool.”    Steve  Ridgway,    Virgin  AtlanDc  Airways  chief  execuDve  13   Galland.be  
  • 14.  A    product  is  meant  to  be  part  of  an  experience  you  share  with  others  14   Galland.be  
  • 15.        A  unique  experience  does  not  just  happen.     Galland.be  
  • 16.        It  takes  tailor-­‐made  design  to  suit  your  business.     Galland.be  
  • 17.        We  call  it  experience  modelling.   Galland.be  
  • 18. Experience  modelling   Contextual   Entertaining   EducaDonal   EstheDc  Collabora9ve   Escapist   Engaging   ©  Experience  modelling  is  an  intellectual  property  of  Galland.be   Galland.be  
  • 19. 19   Galland.be  
  • 20. 20   Galland.be  
  • 21. 21   Galland.be  
  • 22. 22   Galland.be  
  • 23. Experience  modelling   Contextual   Entertaining   EducaDonal   EstheDc  Collabora9ve   Escapist   Engaging   ©  Experience  modelling  is  an  intellectual  property  of  Galland.be   Galland.be  
  • 24. 24   Galland.be  
  • 25. 25   Galland.be  
  • 26. Galland.be  
  • 27. Galland.be  
  • 28. 28   Galland.be  
  • 29. Barrier  to  engagement    “The  major  barrier  to  engagement  is  organiza9onal  …  given  the  growing  number  of  touchpoints  where  customers  now  interact  with  companies,  markeDng  o4en  can’t  do  what’s  needed  all  on  its  own.      CMOs  and  their  C-­‐suite  colleagues  must  collaborate  intensively  to  adapt  their  organizaDons  to  the  way  customers  now  behave  and,  in  the  process,  redefine  the  tradi9onal  marke9ng  organiza9on.      If  companies  don’t  make  the  transiDon,  they  run  the  risk  of  being  overtaken  by  compeDtors  that  have  mastered  the  new  era  of  engagement.”                    (McKinsey  quarterly)  29   Galland.be  
  • 30. 30   Galland.be  
  • 31. Touchpoints  to  manage   Awareness   ConsideraDon   Purchase   Usage   Repeat  purchase   RecommendaDon   Advocate   Loyal   SelecDon   SaDsfied   I  want  you   I  like  to...   I  might...   Explicit   Indifferent   I  will  ...   to...   preference   Non-­‐believer   Hater   Inspire   Inspire   Inspire   Engage   Collaborate   Converse  31   Galland.be  
  • 32. Successful  customer  strategies   require  a  sound  marke9ng  mix   Awareness   Considera9on   Purchase   Usage   Upselling     Reten9on   TV/  Radio  /  Print   Out-­‐of-­‐home  Mass   Events   Product  placement   Inspire   Web  Ads   Blogs  /Social  Media   Engage  Online   Search   Website   Mobile   Email   Direct  mail   Collaborate  Off-­‐line   Call  center   Store/branch/Sales   Service  team   Galland.be  
  • 33. Great  experiences  have  a  story  33   Galland.be  
  • 34. 34   Galland.be  
  • 35. “Some  managers  are  uncomfortable  with  expressing  emo=on  about  their  dreams,  but  it’s  the  passion  and  emo=on  that  will  aLract  and  mo=vate  others”    Jim  Collins,  Built  to  last   Galland.be  
  • 36. “People  buy  stories,   not  stuff,  and  it’s   the  stories  that   spread,  not  the   stuff”         Seth  Godin  36   Galland.be  
  • 37. Galland.be  
  • 38. Galland.be  
  • 39. 39   Galland.be  
  • 40. 40   Galland.be  
  • 41. Galland.be  
  • 42. 42   Galland.be  
  • 43. Apple  store  London  Covent  Garden   Galland.be  
  • 44. The  media:    from  owned  to  earned   Galland.be  
  • 45. It  is  about  them  §  Consumers  know  a  lot  about  your  brand  because  they  are   invesDgaDng  it  or  using  it…  They  can  certainly  tell  you  a  lot  about  their   experiences.    §  Your  brand  is  being  discussed  anyway,  so  befer  parDcipate.  §  Let  customers  exchange  ideas  and  experiences  with  your  brand  (open   source  markeDng).  §  Let    them  rate  your  products,  let  them  invite  more  friends  to   parDcipate  in  the  experience,  and  reward  them   ParDcipaDon  is  key   Galland.be  
  • 46. End  of  adver=sing?    46   Galland.be  
  • 47. 47   Galland.be  
  • 48. 48   Galland.be  
  • 49. 49   Galland.be  
  • 50. 50   Galland.be  
  • 51. 51   Galland.be  
  • 52.  “A  brand  is  more  than  a  promise,     it’s  a  commitment  to  create   a  unique  experience   for  your  customers”     Ann  Galland     Galland.be  
  • 53.        Good  luck!       Galland.be  
  • 54.        Find  out  more?       Galland.be  
  • 55. 55   Galland.be  
  • 56. Why  we  do  what  we  do    Why?     What?    Because  we  believe  in  crea9ng  a  growth   Audits  &  workshops  strategy  by  ques9oning  the  current  rules  of   Tailor-­‐made  consultancy  the  game  in  your  market  and  by  applying   In-­‐company  adivisory  innova9ve  ideas  that  already  work  in  other   services  industries      (Strategic  innova9on)     Coaching  &  Speaking  Because  we  believe  we  can  give  leverage  to   How?     opportuni9es  your  brand  by  crea9ng  a  unique  experience     With  a  passion  for  customer  that  is  hard  to  resist  for  your  customers   centricity  and  target  customers      (Brand  experience)     Through  no-­‐nonsense  thinking,  Because  we  believe  in  the  need  of  an   because  we  know  that  a  goal  is  a  effec9ve    24/7  worldwide  presence  if  you   dream  with  a  deadline  s9ll  want  to  be  in  business  in  2020    (Online  impact  genera9on)   By  being  pragma9c  and  crea9ve,   to  help  you  put  the  chosen   strategy  into  ac9on       Galland.be  
  • 57. Some  projects   The  Barco  branding  case  has  been  described  in                                                       “MarkeDng  Management  –  De  essenDe”     Philip  Kotler,  Kevin  Lane  Keller,  Henry  Robben,  Maggie  Geuens,  2010   Galland.be  
  • 58.  “A  brand  is  more  than  a  promise,     it’s  a  commitment  to  create   a  unique  experience   for  your  customers”     Ann  Galland     Galland.be  
  • 59. Contact  us   ann@galland.be   +32-­‐  477  22  54  15     Follow  us     be.linkedin.com/in/anngalland   facebook.com/galland.be   twifer.com/anngalland   slideshare.net/anngalland   youtube.com/user/GallandTV   anngalland.tumblr.com    59   Galland.be  
  • 60. Galland.be     consultants  in  strategic  marke9ng  ©  Galland.be  2011   Galland.be