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Belonging Presentation Keynote


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Presentation provided to in-store marketing that supports JP Lacroix's book: Belonging Experiences - Designing Engaged Brands

Published in: Business, Education, Design
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Belonging Presentation Keynote

  1. 1. ENGAGEMENT Designing a Belonging Experience
  2. 2. <ul><li>Factors that are shaping how consumers interact with brands </li></ul><ul><li>Identifying the key factors that drive loyalty </li></ul><ul><li>The three sides of engagement </li></ul><ul><li>The new “Belonging Experience” model </li></ul><ul><li>Belonging Experience leaders </li></ul>Seeing around the corner
  3. 3. Skepticism Conflicting Needs Time Poor Fear Autopilot Collaboration Simplicity Emotive Empowering Intrusive > > Brand Loyalty Our Challenge
  4. 4. Putting the trend puzzle together Vigilant Network Empowering Knowledge Experiential Lifestyle Belonging Doorways
  5. 5. <ul><li>Empowered Knowledge </li></ul><ul><li>Growth of the internet as the source of knowledge </li></ul><ul><li>It is about learning and sharing information </li></ul><ul><li>Future currency will be knowledge based </li></ul><ul><li>Need for consumers to connect </li></ul>Putting the trend puzzle together
  6. 6. <ul><li>Belonging Doorways </li></ul><ul><li>Need for growth key consumer need driver </li></ul><ul><li>Evolve from functional to aspirational </li></ul><ul><li>Change of family nucleus driving need to belong </li></ul><ul><li>Need to learn from others </li></ul>Putting the trend puzzle together
  7. 7. <ul><li>Experiential Lifestyle </li></ul><ul><li>Need for status </li></ul><ul><li>Experiential marketing growing beyond the store </li></ul><ul><li>Strong need to have new experiences and experimentation </li></ul><ul><li>Want to be in control of the experience </li></ul>Putting the trend puzzle together
  8. 8. <ul><li>Vigilant Network </li></ul><ul><li>Heightened awareness of social and environmental issues </li></ul><ul><li>Crowd clout </li></ul><ul><li>Internet a forum for whistle blowing </li></ul><ul><li>The “free” culture </li></ul>Putting the trend puzzle together
  9. 9. Proprietary Product, Service or Process Engaging Community Unique Experience Distinctive Persona Evolving the Competitive Ladder
  10. 10. Belonging Experiences = Engagement Community
  11. 11. Process Message Structure Ideal Engaging Experience Customer Knowledge Needs Information Sharing Relationship Building Support Three Sides of Engagement
  12. 12. Customer needs and motivations Customer attitudes and behaviors Employee needs and motivations Employee attitudes and behaviors Brand purpose and identity Brand image and reputation Customer experience Customer proposition Employee experience Employee proposition Integrated Engagement
  13. 13. Belonging ACT Model © LEVEL5 Strategic Brand Advisors 2009 Confidential – Do Not Copy 5 Aware Attract Communicate Connect Transact Trust Advise Create Translate Advocate Collaborate Transform Ritual High Brand Loyalty Low Brand Loyalty
  14. 14. <ul><li>Driving short-and long-term value </li></ul><ul><li>The A.C.T. model allows companies to: </li></ul><ul><li>Retain the best customers </li></ul><ul><li>Build stronger brand equity </li></ul><ul><li>Create brand momentum </li></ul><ul><li>A.C.T. allows companies to fully leverage their brand equity in meaningful and new ways. </li></ul>Belonging ACT Model
  15. 15. © LEVEL5 Strategic Brand Advisors 2009 Confidential – Do Not Copy <ul><li>Communicate/Connect </li></ul><ul><li>Start the relationship/one-on-one </li></ul><ul><li>Provide personal advise </li></ul><ul><li>Demonstrate benefits </li></ul><ul><li>Impact knowledge expertise </li></ul><ul><li>Attract/Aware </li></ul><ul><li>Communicate point of difference </li></ul><ul><li>Start the engagement </li></ul><ul><li>Capture attention </li></ul><ul><li>Communicate offering </li></ul><ul><li>Transact/Trust </li></ul><ul><li>Fast/Expedient Job solution </li></ul><ul><li>Simplify offering/life </li></ul><ul><li>Ongoing knowledge/product empowerment </li></ul><ul><li>Advocate/friends are your sales people </li></ul>Belonging ACT Model
  16. 16. Investment > Knowledge Enabler
  17. 19. 28
  18. 20. 29
  19. 21. Empowerment > Apple
  20. 22.
  21. 23.
  22. 24.
  23. 25. Coffee > Need for Recognition
  24. 29. Clean > Genuine
  25. 30. Engagement Steps
  26. 31. Engagement Evaluation 1 <ul><li>Initiate an engagement audit: </li></ul><ul><ul><li>SWOT Review </li></ul></ul><ul><ul><li>Industry Trends </li></ul></ul><ul><ul><li>Benchmarks </li></ul></ul><ul><ul><li>Consumer and Staff Research </li></ul></ul><ul><li>Use the R.A.C.E. filter </li></ul><ul><ul><li>Repurpose/Reduce </li></ul></ul><ul><ul><li>Align/Add </li></ul></ul><ul><ul><li>Consolidate/Communicate </li></ul></ul><ul><ul><li>Eliminate </li></ul></ul>
  27. 32. Recommendations R educe/Redistribute A lign C onsolidate/Communicate E liminate Ideal Engaging Experience 1 Engagement Evaluation
  28. 33. 1 Engagement Evaluation Repurpose/Redistribute Align/Add Consolidate/Communicate Eliminate Process Message Structure
  29. 34. A.C.T. Modeling 2 <ul><ul><li>Map-out using the A.C.T. model each consumer touch point and how it can evolve to create strong engagement </li></ul></ul><ul><ul><li>What are the steps taken by consumers and what are their sequential values? How do they differ pending consumer target group profiles? </li></ul></ul><ul><ul><li>What are the hidden need states that are not being met by the current consumer experience and how can these be leveraged? </li></ul></ul><ul><ul><li>How can the environment help build a total consumer experience that is meaningful? </li></ul></ul><ul><ul><li>How to leverage a shift of power between the customer and organization? </li></ul></ul>
  30. 35. A.C.T. Modeling 2 <ul><ul><li>Prioritize the R.A.C.E. learning and incorporate into the A.C.T. model </li></ul></ul><ul><ul><li>Take into consideration how the process, messaging and structure will influence the consumer experience </li></ul></ul><ul><ul><li>Explore how external and internal factors will impact the experience </li></ul></ul>
  31. 36. 2 A.C.T. Modeling Aware/Attract Communicate/Connect Transact/Trust Process Message Structure
  32. 37. A.C.T. Scenario 3 <ul><ul><li>Design different consumer engagement experiences, building on the key questions </li></ul></ul><ul><ul><li>Identify how the front-line staff, processes and structures integrate within the engagement experience </li></ul></ul><ul><ul><li>Determine the content and role communication elements will ensure a strong engagement with customers and staff </li></ul></ul>
  33. 38. <ul><li>Engaging </li></ul><ul><li>Empowering </li></ul><ul><li>Evolving </li></ul><ul><li>Viral </li></ul><ul><li>Integrated </li></ul>Belonging Experience Criteria
  34. 39. Thank You Get Engaged