1. Measuring Brand Experience at
every Touch Point
Raúl AMIGO
CEO & Founder
La Linea Digital & Channel Marketing
2. RAUL AMIGO
CEO & MANAGING PARTNER
BUENOS AIRES, ARGENTINA
Raúl is a firm believer that Marketing is the art to consistently
connect Brands with people through a wide range of means
and fomats. It´s one of his passions and has been practicing it
for more than 20 years. After graduating with a BS/MS in
engineering in the mid 80’s, he started a fast track career in
Sales & Marketing working for the japanese giant NEC . He
became a pioneer of the borning wireless industry and was part
of the founding team of the GTE Mobile venture leading the
Channel development team. After that succesfull story, he
turned himself into a start up specialist and played leading roles
in Nextel CellStar, Asista and Visual Presence roll outs in Latin
America. He completed his education with an MBA degree in
the IDEA Institute and an MBA in International Business from
one of the oldest Universities in Europe, Univesitat de Lleida,
Spain. Another two strong passions of him are
entrepreneurship and Higher education. He is founder and
partner of EMPREAR , a non for profit organization endorsed
by the MIT and the Stanford technology Venture program, that
help technology based entrepreneurs, and MBA guest Lecturer
in ADEN School of business, in 12 countries of LATAM. From
long time ago he envisioned a new way to manage brands
along the channel value chain. Finally in 2007 Raúl founded La
linea to make that dream come true.
20. The
Conversation Circle
Here is where the brand talks
We need to define what channels the brand is using to connect with its
audiences and the impact each one of them is generating
Voice, tone, message and communication codes will be measured.
21. The Digital Circle
Our digital world
Every day we spend more & more time on line
Does the brand is making our life better here?
How is it adding value to our digital experience?
22. User Interaction
The physical part of the experience.
How many senses are involved?
How much pleasure the brand is providing?
Is it helping us to incorporate new skills?
23. Intimacy
Is our inside world
Here we assign meaning through the experience
Deep thoughts connecting the brand with hidden desires
24. Retail Experience
What happen when we get into the store?
How do we experience the sum of stimuli produced by
Staging, product displays, POP material, Expert advice
36. Pasión Movistar is the Brand
experience program for the
Retail Circle.
For the first time it unify the criteria
to measure the Brand perfomance
from both, cualitative and
cuantitative perspectives.
The goal behing the program was to
make Movistar customers feel closer
to the brand, by sharing values,
service orientation and most of all
pasion
38. ClientobjectivesPASION
- To provide the same quaility of Brand experience at every single
point of relationship within the retail channel.
Secondary
Goals
Primary
Goal
- Strengthen the emotional link with the brand.
- To increase Retail KPI s (Service+quality+incomes-profitability).
- To enhance customer brand s perception.
- To stablish tha basis for a best practices program.
- Identify the guardians of excellence.
- Reward those that outperform providing brand experience.
39. PASION
How to impact
on Shopper
Challenges
Breaking
up with the
pastBehaviour
generating a
whole new idea
of brand
experience
44. We cover the entire
argentine territory
visiting every single
point of sale at least 4
times a year
We used
mistery shoppers
aimed with a
hidden camera
More than
1000
pointsweremap
pedacrossthe
country