Why we do what we do

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Why we do what we do

  1. 1. Why  we  do  what  we  do   Galland.be   Consultants  in  strategic  marke=ng  ©  Galland.be  2011   Galland.be  
  2. 2.  “A  brand  is  more  than  a  promise,     it’s  a  commitment  to  create   a  unique  experience   for  your  customers”     Ann  Galland     Galland.be  
  3. 3. Today’s  marke=ng  challenge   choices    Today,  people  are  overwhelmed  by  a     vast  array  of  choices  that  are  o4en  very  similar   Galland.be  
  4. 4.  Today,  everyone  is  in  shortage  of  =me   Galland.be  
  5. 5. Today’s  marke=ng  challenge   Needs         Values   Experiences     Word  of  mouth   Recommenda=ons    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  
  6. 6.        People  trust  their  own  ideas     &  experiences  from  friends,     rather  than    any  type  of  push  mass  media       Galland.be  
  7. 7. ©dlhdmb13  (flickr)  7   Galland.be  
  8. 8. Brand  dynamics   Brand  iden=ty     Product  performance     Service    quality   Management     Brand  Experience   Past  experiences     Personal  needs/values     Word  of  mouth   Employee     Customer    Brand  Experience   Brand  Experience   Galland.be  
  9. 9. Think  “4  Cs”  instead  of  “4  Ps”   Product   Customer  value   Price   Cost   Place   Convenience   Promo=on   Communica=on     Galland.be  
  10. 10.        How  to  make  sure  there  is  “no  subs@tute”  for  your  brand?   Galland.be  
  11. 11. 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  collabora=ve   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  
  12. 12. A  marke=ng  strategy  is  about  finding  a  way  to  be  unique  …   Galland.be  
  13. 13. STO P  SH OUT ING  !   Galland.be  
  14. 14. You  cannot  be  good  at  everything   Cost   Value   Product  Leadership   Best  Product   Best  Total  Cost   Best  Total   Solu=on  OperaDonal  Excellence   Customer  InDmacy   source:  Treacy  &  Wiersema     Galland.be  
  15. 15.        What  does  it  take  to    excel  in  customer  in@macy?   Galland.be  
  16. 16. How  customer-­‐in=mate  is  your  organiza=on?   SaDsfy  a  common  need   Sa=sfy  specific  need   Pull   Ongoing  acDvity   Ongoing  ac=vity   Niche  target  groups   Custom  designed   InteracDve  website   Individually  targeted   Extranet   Interac=ve   Blogs   Dialogue   SEO   Social  networks   DM   Learning  rela=onship   Conference  speaking   Personal  and  unique   Press  arDcles  &  whitepapers     Learning  network   Create  a  common  demand   Create  a  specific  demand   Mass  media   Personalized  email  campaign   TradiDonal  adverDsing   Personalized  DM   Product  launch  campaigns   1-­‐1  communicaDon   Large  target  groups   Minimal  target  groups   InformaDve  website   Membership  accessible  website   Banners   Brochures     Conference  exhibitor   NewsleTers   Push     1-­‐to-­‐Many   1-­‐1   Galland.be  
  17. 17.        What  does  it  take  to    create  a  unique  experience?   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.        We  call  it  experience  modelling.   Galland.be  
  21. 21. Experience  modelling   Contextual   Entertaining   EducaDonal   EstheDc  Collabora=ve   Escapist   Engaging   ©  Experience  modelling  is  an  intellectual  property  of  Galland.be   Galland.be  
  22. 22.        Find  out  more?       Galland.be  
  23. 23. Galland.be     consultants  in  strategic  marke=ng   About  us    ©  Galland.be  2011   Galland.be  
  24. 24. 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  impact  genera=on)   By  being  pragma=c  and  crea=ve,   to  help  you  put  the  chosen   strategy  into  ac=on       Galland.be  
  25. 25. Some  projects   The  Barco  branding  case  has  been  described  in                                                       “MarkeDng  Management  –  De  essenDe”  (p177-­‐179)     Philip  Kotler,  Kevin  Lane  Keller,  Henry  Robben,  Maggie  Geuens,  2007   Galland.be  
  26. 26. Contact  us  @  www.galland.be   Ann  Galland               Managing  director   ann@galland.be   +32  477  225  415           Geert  Van  Couteren   eMarke=ng  consultant   geert@galland.be   +32  477  920  470       Galland.be    
  27. 27. Galland.be     consultants  in  strategic  marke=ng  ©  Galland.be  2011   Galland.be  

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