Online vs offline: the importance of an integrated experience

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Online vs offline: the importance of an integrated experience

  1. 1. “Online  vs  offline”…  or  the  importance  of     crea:ng  an  integrated  experience   Voka  -­‐  28  March  2013   Galland.be   ©  Galland.be  2013   Consultants  in  strategic  marke:ng   Galland.be  
  2. 2. 2   Galland.be  
  3. 3.      Remember?     3   Galland.be  
  4. 4.      Offline  vs.  online:  s:ll  relevant?       4   Galland.be  
  5. 5.      “A  magazine  is  an  iPad  that  doesn’t  work”   5   Galland.be  
  6. 6. 6   Galland.be  
  7. 7. Major  marke*ng  challenge  7   Galland.be  
  8. 8. Today’s  marke:ng  challenge   choices    Today,  people  are  overwhelmed  by  a     vast  array  of  choices  that  are  o:en  very  similar   Galland.be  
  9. 9.  Today,  everyone  is  in  shortage  of  :me   Galland.be  
  10. 10. Today’s  marke:ng  challenge          When  people  have  less   and  less  :me  to   Choice   consider  op:ons,     their  own  criteria  will   help  them  to  make  the   Time   decision   Galland.be  
  11. 11.        People  trust  their  own  ideas     &  experiences  from  friends,     rather  than    any  type  of  push  mass  media       Galland.be  
  12. 12. STO P  SH OUT ING  !   Galland.be  
  13. 13. Understand  the  new  rules  of  the  game  Today  customers  are  much  more   Today  the  market  is  global  and  highly  demanding  and  well  informed.  They   compeCCve.  Companies  that  understand     the  differenCaCon  game                       1.  like  to  connect  and  share  their   1.  are  collabora:ve   beliefs  and  interests   2.  feel  special,  want  to  be  treated     2.  highly  personalize  their  acCons   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  
  14. 14. A  marke*ng  strategy  is  about  finding  a  way  to  be  unique  …   Galland.be  
  15. 15.  “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  markeCng  tool.”    Steve  Ridgway,    Virgin  AtlanCc  Airways  chief  execuCve  15   Galland.be  
  16. 16. “People  do  not  buy  products  or   services.  They  buy  things  that  give  them  a  good  feeling  or  that   solve  a  specific  need.  This  is   why,  as  marketers,  we  need  to   focus  on  how  to  add  value”   Ann  Galland   Galland.be   Galland.be  
  17. 17.  A    product  or  a  service  becomes  meaningful  when  it  becomes  part  of  an  experience  you  share  with  others  17   Galland.be  
  18. 18.        A  unique  experience  does  not  just  happen     Galland.be  
  19. 19.        It  takes  tailor-­‐made  design  to  suit  your  business   Galland.be  
  20. 20. Experience  modelling   Contextual   Entertaining   EducaConal   EstheCc  Collabora:ve   Escapist   Engaging   ©  Experience  modelling  is  an  intellectual  property  of  Galland.be   Galland.be  
  21. 21. 21   Galland.be  
  22. 22. 22   Galland.be  
  23. 23.   “No  one  owns  the   customer,  but     someone  always  owns   the  moment”     ScoL  Hudgins,     VP  Customer  managed  rela*onships,  23   Walt  Disney  Company   Galland.be  
  24. 24. Galland.be  
  25. 25. Galland.be  
  26. 26. 26   Galland.be  
  27. 27. Experience  modelling   Contextual   Entertaining   EducaConal   EstheCc  Collabora:ve   Escapist   Engaging   ©  Experience  modelling  is  an  intellectual  property  of  Galland.be   Galland.be  
  28. 28. 28   Galland.be  
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  34. 34. Experience  modelling   Contextual   Entertaining   EducaConal   EstheCc  Collabora:ve   Escapist   Engaging   ©  Experience  modelling  is  an  intellectual  property  of  Galland.be   Galland.be  
  35. 35. 35   Galland.be  
  36. 36. 36   Galland.be  
  37. 37. 37   Galland.be  
  38. 38. 38   Galland.be  
  39. 39. Galland.be  
  40. 40. Experience  modelling   Contextual   Entertaining   EducaConal   EstheCc  Collabora:ve   Escapist   Engaging   ©  Experience  modelling  is  an  intellectual  property  of  Galland.be   Galland.be  
  41. 41. Galland.be  
  42. 42. 42   Galland.be  
  43. 43. 43   Galland.be  
  44. 44. 44   Galland.be  
  45. 45. 45   Galland.be  
  46. 46. Galland.be  
  47. 47. 47   Galland.be  
  48. 48. Experience  modelling   Contextual   Entertaining   EducaConal   EstheCc  Collabora:ve   Escapist   Engaging   ©  Experience  modelling  is  an  intellectual  property  of  Galland.be   Galland.be  
  49. 49. Barrier  to  engagement    “The  major  barrier  to  engagement  is  organiza:onal  …  given  the  growing  number  of  touchpoints  where  customers  now  interact  with  companies,  markeCng  o:en  can’t  do  what’s  needed  all  on  its  own.      CMOs  and  their  C-­‐suite  colleagues  must  collaborate  intensively  to  adapt  their  organizaCons  to  the  way  customers  now  behave  and,  in  the  process,  redefine  the  tradi:onal  marke:ng  organiza:on.      If  companies  don’t  make  the  transiCon,  they  run  the  risk  of  being  overtaken  by  compeCtors  that  have  mastered  the  new  era  of  engagement.”                    (McKinsey  quarterly)  49   Galland.be  
  50. 50. 50   Galland.be  
  51. 51. 51   Galland.be  
  52. 52. 52   Galland.be  
  53. 53.  “It’s  all  about  knowing  your    customer  touchpoints”   Galland.be  
  54. 54. Pi_all  1  “Need”  versus  “Want”  54   Galland.be  
  55. 55. Pi_all  2   §  Male   §  Married,  with   children   §  Born  in  1940s   §  Great  Britain   §  Celebrity   §  Wealthy   §  Loves  dogs  55   Galland.be  
  56. 56.  How  do  customers  look  for  value?   56   Galland.be  
  57. 57. Customer  Value  Model   Five  Value  ProposiCons:   •     More  [value]  for  More  [price]   •     More  for  the  Same   •     More  for  Less   •     The  Same  for  Less   •     Less  for  Much  Less   57   (Kotler)   Galland.be  
  58. 58. Galland.be  
  59. 59. ?Awareness   ConsideraCon   Purchase   Usage   Repeat  purchase   RecommendaCon   Advocate   Loyal   SelecCon   SaCsfied   I  want  you   I  like  to...   I  might...   Explicit   Indifferent   I  will  ...   to...   preference   Non-­‐believer   Hater   Inspire   Inspire   Inspire   Engage   Collaborate   Converse   Galland.be  
  60. 60. Product   Customer  value   Customer value   model   •   More  [value]  for  More  [price]   •   More  for  the  same   •   More  for  less   Price   Cost   •   The  same  for  less   •   Less  for  much  less   Place   Convenience  Promo:on   Communica:on     Galland.be  
  61. 61. Touchpoints  to  manage   Awareness   ConsideraCon   Purchase   Usage   Repeat  purchase   RecommendaCon   Advocate   Loyal   SelecCon   SaCsfied   I  want  you   I  like  to...   I  might...   Explicit   Indifferent   I  will  ...   to...   preference   Non-­‐believer   Hater   Inspire   Inspire   Inspire   Engage   Collaborate   Converse  61   Galland.be  
  62. 62. 62   Galland.be  
  63. 63. From  “customer  touchpoints”  towards  a  sound  “marke*ng  mix”   Galland.be  
  64. 64. Successful  customer  strategies   require  a  sound  marke:ng  mix   Awareness   Considera:on   Purchase   Usage   Upselling     Reten:on   TV/  Radio  /  Print   Out-­‐of-­‐home  Mass   Events   Product  placement   Web  Ads   Blogs  /Social  Media  Online   Search   Website   Mobile   Email   Direct  mail  Off-­‐line   Call  center   Store/branch/Sales   Service  team   Galland.be  
  65. 65. Successful  customer  strategies   require  a  sound  marke:ng  mix   Awareness   Considera:on   Purchase   Usage   Upselling     Reten:on   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  
  66. 66. Conclusions  §  MarkeCng  is  an  amtude  rather  than  a  funcCon  §  Customers  don’t  buy  products  or  services   They  fulfill  wants  and  needs  §  Online  and  offline  =>  integrated  experience    §  The  essence  of  markeCng  is  to  add  value  that   is  both  unique  and  relevant  for  your   customers  66   Galland.be  
  67. 67. About  us  67   Galland.be  
  68. 68.  “A  brand  is  more  than  a  promise,     it’s  a  commitment  to  create   a  unique  experience   for  your  customers”       Ann  Galland     Galland.be  
  69. 69. Strategic  marke:ng  69   Galland.be  
  70. 70. Why  we  do  what  we  do    Why?     What?    Because  we  believe  in  crea:ng  a  growth   Audits  &  workshops  strategy  by  ques:oning  the  current  rules  of   Tailor-­‐made  consultancy  the  game  in  your  market  and  by  applying   In-­‐company  adivisory  innova:ve  ideas  that  already  work  in  other   services  industries      (Strategic  innova:on)     Coaching  &  Speaking  Because  we  believe  we  can  give  leverage  to   How?     opportuni:es  your  brand  by  crea:ng  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  effec:ve    24/7  worldwide  presence  if  you   dream  with  a  deadline  s:ll  want  to  be  in  business  in  2020    (Online  marke:ng)   By  being  pragma:c  and  crea:ve,   to  help  you  put  the  chosen   strategy  into  ac:on       Galland.be  
  71. 71. Some  customers  &  projects   Galland.be  
  72. 72. Some  publica:ons   My  “one  company,  one  image”  branding  case,   My  vision  on  markeCng  and  branding  today,  as   realized  as  Global  Director  MarkeCng  of  the   Managing  Director  of  Galland.be  (2009-­‐today),   Barco  Group  (1996-­‐2008)   with  emphasis  on  the  importance  of  customer    in     centricity  and  word  of  mouth   “MarkeCng  Management  –  De  essenCe”      in     Philip  Kotler,  Kevin  Lane  Keller,  Henry  Robben,   STIMA  MarkeCng  Jaarboek  2012   Maggie  Geuens,  2010  72   Galland.be  
  73. 73. Follow  us             be.linkedin.com/in/anngalland   facebook.com/galland.be   twiuer.com/anngalland   slideshare.net/anngalland   youtube.com/user/GallandTV    73   Galland.be  
  74. 74. Galland.be     consultants  in  strategic  marke:ng       www.galland.be   +32  477  22  54  15  ©  Galland.be  2011   Galland.be  

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