Phil Johnston - BEN Journey to the Perfect Market

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  • High quality information is a given, but there are a range of opinions about what is most important – theoretical or applied knowledge.
  • Phil Johnston - BEN Journey to the Perfect Market

    1. 1. Journey to the perfect market <ul><li>Phil Johnston </li></ul>
    2. 2. Scientific excellence vs customer’s needs
    3. 3. Tips for the Journey <ul><li>Preparation/packing </li></ul><ul><li>The journey </li></ul><ul><li>The destination </li></ul>
    4. 4. Preparation/packing <ul><li>Business plan </li></ul><ul><li>Market Focus </li></ul><ul><li>Clarity on Brand </li></ul><ul><li>Strategic Plan </li></ul><ul><li>Partners </li></ul><ul><li>Plan B </li></ul><ul><li>PR/Comms </li></ul><ul><li>3R’s </li></ul>
    5. 5. 4 pots of knowledge <ul><li>Know your consumers </li></ul><ul><li>Know your competitors </li></ul><ul><li>Know your destination </li></ul><ul><li>Know yourself (brand) </li></ul>
    6. 6. Why does brand matter? <ul><li>Reputation </li></ul><ul><li>Commands a price premium </li></ul><ul><li>Increase Return on Investment </li></ul><ul><li>Establishes differentiation and advantage over competitors </li></ul><ul><li>Increase ability to launch new products and services </li></ul><ul><li>Overcoming negativity </li></ul><ul><li>Instilling pride </li></ul><ul><li>Building a strong and unified culture </li></ul><ul><li>Recruitment </li></ul>
    7. 7. Poor customer service <ul><li>“ Customer service is a problem: we’re very reactive.” </li></ul>Internal interview
    8. 8. <ul><li>‘ We have market data but how do we use it?’ </li></ul>
    9. 9. Strategic mapping
    10. 10. There are a range of opinions about the type of information the Met Office should provide to its customers Theoretical data Applied knowledge The Met Office provides data in its rawest form The Met Office provides data that has been analysed, interpreted and is relevant to its customers
    11. 11. A range of opinions about the type of relationship the Met Office should have with customers Information resource Client focused The Met Office proactively seeks to understand our client’s business, what to provide, and how to package it for maximum benefit The Met Office acts as an information resource, where customers request the information they need and analyse it themselves
    12. 12. Preparation/packing <ul><li>Business plan </li></ul><ul><li>Market Focus </li></ul><ul><li>Clarity on Brand </li></ul><ul><li>Strategic Plan </li></ul><ul><li>Partners </li></ul><ul><li>Plan B </li></ul><ul><li>PR/Comms </li></ul><ul><li>3R’s </li></ul>
    13. 13. 3 R’s Test <ul><li>Resonate? </li></ul><ul><li>Relevant? </li></ul><ul><li>= Reality? </li></ul>
    14. 14. Tips for the Journey <ul><li>Preparation/packing </li></ul><ul><li>The journey </li></ul><ul><li>The destination </li></ul>
    15. 15. Effort Priority #1 Brand building <ul><li>Journey Tip #1 Nurture Equity </li></ul><ul><li>E = [CD] 2 </li></ul><ul><li>Equity/Essence = Compelling Differentiation </li></ul><ul><li>Consistently Delivered </li></ul><ul><li>Compelling Differentiation must be : </li></ul><ul><li>single minded, sustainable, motivator to purchase, </li></ul><ul><li>and leverages consumer insight (3 R’s) </li></ul><ul><li>Consistently Delivered : </li></ul><ul><li>consistency between promise and delivery, thru the mix and over time </li></ul>
    16. 16. Journey Tip #2 Think/Act : Target Audience <ul><li>Right Place </li></ul><ul><li>Right Time </li></ul><ul><li>Right Format/voice </li></ul><ul><li>See it/feel it through their eyes ! </li></ul>
    17. 17. Journey Tip #3 Ways of working <ul><li>Seek and Use 360 feedback regularly </li></ul><ul><li>Practice Continuous Improvement </li></ul><ul><li>Promote & Celebrate success </li></ul><ul><li>Communicate and involve </li></ul><ul><li>Deliver service excellence </li></ul>
    18. 18. Tips for the Journey <ul><li>Preparation/packing </li></ul><ul><li>The journey </li></ul><ul><li>The destination </li></ul>
    19. 19. The ‘70/30 rule’ <ul><li>“ We can do nothing about the past, relatively little about the present, but a great deal about the future” </li></ul><ul><li>ANON </li></ul>
    20. 20. <ul><li>Phil Johnston </li></ul><ul><li>Spring South West Strategic Consultancy </li></ul><ul><li>e [email_address] </li></ul><ul><li>w www.springsouthwest.co.uk </li></ul><ul><li>t 07920 726480 </li></ul>

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