Utilities, Services& EngagementMediarun CMO CongressJune 12-14Gdansk, PolandMarketing Beyondthe Campaign
Credit:	  h*p://graphy0.blogspot.com/2012/10/poland-­‐ci<es.html	  Good Morning.Pleasure to be here today
LynnTeoChief Experience Officer, McCann
Advertising CampaignsBRAND
MarketingBRAND
Singapore	  New York	  Coke brought me to New York
Planes and Promises?
‘Ps
ProductPricePlacementPromotion‘Ps
It takes a big idea to attract the attention ofconsumers and get them to buy your product.−	  David	  Ogilvy	  ““
VW Passat Commercial
Credit:	  Schwartz	  Research	  Group	  2011	  Passat only constituted 14.7%of discussions overall
EntertainDisruptTell
Communications Channels
‘Ps+
Design must reflectthe practical andaesthetic inbusiness but aboveall, good designmust primarilyserve people.−	  Thomas	  ...
PEOPLE
PAIN POINTS/PROBLEMS
When I travel for business, it’s usually an in-out trip —meeting clients over dinner, tweaking a presentation inthe hotel ...
When I travel for business, it’s usually an in-out trip —meeting clients over dinner, tweaking a presentation inthe hotel ...
INNOVATE
PERCEPTIONGAPBeware of the
Website crashed/was too slowWebsite navigation wastoo complicatedOverall flight pricetoo expensiveProcess wastaking too lo...
$l€£
My payment wasdeclinedDecided against tripI don’t knowI was just browsingfor prices42%61%12%33%53%7%1%18%Why Didn’t Custom...
39% 10%Customers whopurchase onlinewho want mobilepaymentAirlines that offermobile payment2012WorldPay Research
43%Airlines not seeking feedbackon purchase processeven though 30% of improvementscome from customer input2012WorldPay Res...
AP
How are youorganizationallystructured?
PARTICIPATION
ExperienceInteractive Channels
MomentinTimeOver a PeriodofTimePullPushFramework for Human InteractionsInformative, funhigh-valueHigh utility,contextual u...
MomentinTimeOver a PeriodofTimePullPushAllergy Medication – MobileOn-Location DecisionMaking (Doctor’sOffice, Pharmacy)Tra...
MomentinTimeOver a PeriodofTimePullPushAllergy Medication – MobileOn-Location Decision Making(Doctor’s Office, Pharmacy)• ...
Food NetworkTV Episode
TV Show Ecosystem & Interactions
¤  Harness the passion and chatter of conversation to drive to ecosystem destinations¤  Drive heavily to social platform...
Product (Website) Roadmaps
PHYSICALENVIRONMENT
Physical TouchpointsIn-Store, Cross-Channel
To deliver the Brand Promise &Engage with Your Consumers
CommunicationsExperiencePhysical Touchpoints++
ExperiencePhysical Touchpoints+PeoplePain Points/ProblemsParticipationPhysical Environment}
CommunicationsExperiencePhysical Touchpoints++MessageUtilities &Services+
=Engagement
@Lynn_Teo #MBC
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
Marketing Beyond the Campaign – Utility, services, and engagement
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Marketing Beyond the Campaign – Utility, services, and engagement

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Presented at the Mediarun CMO Congress in Poland, June 12-15 at Gdansk

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Marketing Beyond the Campaign – Utility, services, and engagement

  1. 1. Utilities, Services& EngagementMediarun CMO CongressJune 12-14Gdansk, PolandMarketing Beyondthe Campaign
  2. 2. Credit:  h*p://graphy0.blogspot.com/2012/10/poland-­‐ci<es.html  Good Morning.Pleasure to be here today
  3. 3. LynnTeoChief Experience Officer, McCann
  4. 4. Advertising CampaignsBRAND
  5. 5. MarketingBRAND
  6. 6. Singapore  New York  Coke brought me to New York
  7. 7. Planes and Promises?
  8. 8. ‘Ps
  9. 9. ProductPricePlacementPromotion‘Ps
  10. 10. It takes a big idea to attract the attention ofconsumers and get them to buy your product.−  David  Ogilvy  ““
  11. 11. VW Passat Commercial
  12. 12. Credit:  Schwartz  Research  Group  2011  Passat only constituted 14.7%of discussions overall
  13. 13. EntertainDisruptTell
  14. 14. Communications Channels
  15. 15. ‘Ps+
  16. 16. Design must reflectthe practical andaesthetic inbusiness but aboveall, good designmust primarilyserve people.−  Thomas  J.  Watson  ““
  17. 17. PEOPLE
  18. 18. PAIN POINTS/PROBLEMS
  19. 19. When I travel for business, it’s usually an in-out trip —meeting clients over dinner, tweaking a presentation inthe hotel room, and squeezing in some time for exercisee.g., jogging in the vicinity of the hotel. Restaurantrecommendations and jogging routes from other travel-ers like me would have helped.I’m all about reducing mconsuming enough as iand roll right into a waitcab number or car serviIN-FLIGHT DIDEASOPPORTUNITIESONLINECHECKING INUNDERSTANDINGLOGISTICSDOWNTIME BEFORETHE FLIGHTLANDING TRANSPORTATIOPHASES DURING FLIGHTEMOTIONCONSUMERSENTIMENTSWHAT WE HEARDCOMMUNICATIONOPPORTUNITYAMERICAN AIRLINES CONSUMER JOURNEY & EMOTIONAL GRAPHPLANNINGFOR TRIPPREPARING FORFLIGHTLeverage destination informa-tion to enhance or streamlinepredeparture activities.Trip Planner alert,remind travelers on whatto pack based on eventsand weatherProvide detailed informationabout their in-flightexperienceFlight Planner, let users checkin and get travel mileage orreschedule a flightIncentivize seating upgradeby offering more leg space,andWI-FI (business class).Food pre-order and enter-tainment optionsReduce anxiety on travelto airport experience andprovide information onflight statusAlert users of traffic andflight delays.Provide information ontransportation alternativesif applicableHOME/WORK AIRPORTBEFORE TRAVEL DURING IN-FLIGHTProvide access to gateinformation and airport mapFacilitate awareness andaccess to airport amenities.Locate nearby contactsCHECKING INLUGGAGEProvide information onluggage compartment sizefor carry-on bagsProvide recommendationsand booking services toevents, restaurants andvenues at destinationsAlert users on status alreadybooked statusRemind users to documentin-flight feedbackRushedAnxiousConfusedConfidentUnproductiveRelaxedFrustratedConnectedAlert users of groundtransportation servicesBefore the flight, alert usersof smaller luggagecompartment size and ifthere is a full flight.Time flight countdownLet users know how muchtime they have before theyget to the gate.Provide recommendationsand offers based on theirinterests.Facilitate pre bookingspecial services: meetingrooms, massages...Alert and facilitateinteraction between usersand their contacts in thesame gate areaAA In-flightWI-FIincludes complimentaryaccess to destination infor-mation, videos, bookingservices and recommenda-tions by other AA membersUpdate travelers on whathas happened while theywere flying.Provide information ontransportation options alogistics (car service, taxitrain, public transportatiWe can help beyondyour flight experienceKnowing all you need toknow before a flight willassure you a great travelexperienceWe understand all thestressful moments beforea flight and help yousolve themUnderstand how tomaximize your pre-flight-downtimeGuidance and servicemessagingHelp me maximize mydays awayArrival Updates Your experience with usdoes not end when youtouch downI travel light, whatever fits in my carry on.I usually forget a thing or two like my glasses andtoothpaste since I dedicate so little time to pack.I can’t help but feel nervous before a flight, you neverknow what can happen -- traffic jams, airport crowdsand flight delays.There’s always that one last meeting tosqueeze in before I leave the office. I’m trying to maximizemy time before I’m disconnected for a few days.No detail about yourtravel is too small for usto take notice of to easeany potentialinconveniencesThere was a time I missed a flight in Atlanta because Iwasn’t aware I needed to hop on a monorail to get to thegate.That would have been helpful if that informationwas part of my pre-departure email or even printed onthe boarding pass.What we heardEmotionsDeep UnderstandingIdeasCommunications
  20. 20. When I travel for business, it’s usually an in-out trip —meeting clients over dinner, tweaking a presentation inthe hotel room, and squeezing in some time for exercisee.g., jogging in the vicinity of the hotel. Restaurantrecommendations and jogging routes from other travel-ers like me would have helped.I’m all about reconsuming enand roll right icab number oIN-FLIGHTNUNDERSTANDINGLOGISTICSDOWNTIME BEFORETHE FLIGHTLANDING TRANSPDURING FLIGHTUMER JOURNEY & EMOTIONAL GRAPHPREPARING FORFLIGHTformationhtsers checkeage orReduce anxiety on travelto airport experience andprovide information onflight statusAlert users of traffic andflight delays.ORK AIRPORTBEFORE TRAVEL DURING IN-FLIGHTProvide access to gateinformation and airport mapFacilitate awareness andaccess to airport amenities.Locate nearby contactsCHECKING INLUGGAGEProvide information onluggage compartment sizefor carry-on bagsProvide recommendationsand booking services toevents, restaurants andvenues at destinationsAlert users on status alreadybooked statusAnxiousConfusedConfidentUnproductiveRelaxedFrustrateConnectedAlert users of gtransportationBefore the flight, alert usersof smaller luggagecompartment size and ifTime flight countdownLet users know how muchFacilitate pre bookingspecial services: meetingrooms, massages...AA In-flightWI-FIincludes complimentaryaccess to destination infor-Update travelers on whathas happened while theywere flying.Provide informtransportationlogistics (car seI can’t help but feel nervous before a flight, you neverknow what can happen -- traffic jams, airport crowdsand flight delays.There’s always that one last meeting tosqueeze in before I leave the office. I’m trying to maximizemy time before I’m disconnected for a few days.There was a time I missed a flight in Atlanta because Iwasn’t aware I needed to hop on a monorail to get to thegate.That would have been helpful if that informationwas part of my pre-departure email or even printed onthe boarding pass.Missed FlightConfusionSpecific Solutions
  21. 21. INNOVATE
  22. 22. PERCEPTIONGAPBeware of the
  23. 23. Website crashed/was too slowWebsite navigation wastoo complicatedOverall flight pricetoo expensiveProcess wastaking too long36%Presented with hiddensurchargesFound a better price/offer elsewhere36%24%6%32%24%6%6%16%14%14%10%Why Didn’t Customers Book?Legend:CustomerAirline2012WorldPay Research
  24. 24. $l€£
  25. 25. My payment wasdeclinedDecided against tripI don’t knowI was just browsingfor prices42%61%12%33%53%7%1%18%Why Didn’t Customers Book?Legend:CustomerAirline2012WorldPay Research
  26. 26. 39% 10%Customers whopurchase onlinewho want mobilepaymentAirlines that offermobile payment2012WorldPay Research
  27. 27. 43%Airlines not seeking feedbackon purchase processeven though 30% of improvementscome from customer input2012WorldPay Research
  28. 28. AP
  29. 29. How are youorganizationallystructured?
  30. 30. PARTICIPATION
  31. 31. ExperienceInteractive Channels
  32. 32. MomentinTimeOver a PeriodofTimePullPushFramework for Human InteractionsInformative, funhigh-valueHigh utility,contextual useAwareness,PromotionalPersonalized info,Relationship mgmt
  33. 33. MomentinTimeOver a PeriodofTimePullPushAllergy Medication – MobileOn-Location DecisionMaking (Doctor’sOffice, Pharmacy)Tracking Symptoms/BehaviorsEducational ContentContextual and/orSeasonal ContentReminders &Feedback Loops
  34. 34. MomentinTimeOver a PeriodofTimePullPushAllergy Medication – MobileOn-Location Decision Making(Doctor’s Office, Pharmacy)•  Quick, easy to navigate•  Prioritized items•  Reduced keystrokes•  Coupled with other Push marketing(TV, print)Tracking Symptoms/BehaviorsEducational Content•  Informative•  Fun and easy to engage•  High “value-to-effort” ratio•  Trusted content worthy of sharingContextual and/or Seasonal Content•  Personalized & relevant•  Not disruptive•  Option to opt in or out•  Service mindset engenders trust•  Brand as “human”Reminders & Feedback Loops•  Invites interaction•  Aggregates and provides insight into patternsof behavior or symptoms•  Relationship- and loyalty-centric•  Deep knowledge of user over time
  35. 35. Food NetworkTV Episode
  36. 36. TV Show Ecosystem & Interactions
  37. 37. ¤  Harness the passion and chatter of conversation to drive to ecosystem destinations¤  Drive heavily to social platforms and the web for interactionRecommendations
  38. 38. Product (Website) Roadmaps
  39. 39. PHYSICALENVIRONMENT
  40. 40. Physical TouchpointsIn-Store, Cross-Channel
  41. 41. To deliver the Brand Promise &Engage with Your Consumers
  42. 42. CommunicationsExperiencePhysical Touchpoints++
  43. 43. ExperiencePhysical Touchpoints+PeoplePain Points/ProblemsParticipationPhysical Environment}
  44. 44. CommunicationsExperiencePhysical Touchpoints++MessageUtilities &Services+
  45. 45. =Engagement
  46. 46. @Lynn_Teo #MBC

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