Online vs offline: the importance of an integrated experience

1. “Online vs oﬄine”… or the importance of crea:ng an integrated experience Voka -‐ 28 March 2013 Galland.be © Galland.be 2013 Consultants in strategic marke:ng Galland.be

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3. Remember? 3 Galland.be

4. Oﬄine vs. online: s:ll relevant? 4 Galland.be

5. “A magazine is an iPad that doesn’t work” 5 Galland.be

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7. Major marke*ng challenge 7 Galland.be

8. Today’s marke:ng challenge choices Today, people are overwhelmed by a vast array of choices that are o:en very similar Galland.be

9. Today, everyone is in shortage of :me Galland.be

10. Today’s marke:ng challenge 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

11. People trust their own ideas & experiences from friends, rather than any type of push mass media Galland.be

12. STO P SH OUT ING ! Galland.be

13. Understand the new rules of the game Today customers are much more Today the market is global and highly demanding and well informed. They compeCCve. Companies that understand the diﬀerenCaCon 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 acCons 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

14. A marke*ng strategy is about ﬁnding a way to be unique … Galland.be

15. “At the end of the day, we ﬂy exactly the same planes as everybody else. If we get our customers oﬀ the plane happy, and they go on to talk about that and get others to come and then come back again themselves -‐ that’s a huge markeCng tool.” Steve Ridgway, Virgin AtlanCc Airways chief execuCve 15 Galland.be

16. “People do not buy products or services. They buy things that give them a good feeling or that solve a speciﬁc need. This is why, as marketers, we need to focus on how to add value” Ann Galland Galland.be Galland.be

17. A product or a service becomes meaningful when it becomes part of an experience you share with others 17 Galland.be

18. A unique experience does not just happen Galland.be

19. It takes tailor-‐made design to suit your business Galland.be

20. Experience modelling Contextual Entertaining EducaConal EstheCc Collabora:ve Escapist Engaging © Experience modelling is an intellectual property of Galland.be Galland.be

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23. “No one owns the customer, but someone always owns the moment” ScoL Hudgins, VP Customer managed rela*onships, 23 Walt Disney Company Galland.be

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49. Barrier to engagement “The major barrier to engagement is organiza:onal … given the growing number of touchpoints where customers now interact with companies, markeCng o:en can’t do what’s needed all on its own. CMOs and their C-‐suite colleagues must collaborate intensively to adapt their organizaCons to the way customers now behave and, in the process, redeﬁne the tradi:onal marke:ng organiza:on. If companies don’t make the transiCon, they run the risk of being overtaken by compeCtors that have mastered the new era of engagement.” (McKinsey quarterly) 49 Galland.be

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53. “It’s all about knowing your customer touchpoints” Galland.be

54. Pi_all 1 “Need” versus “Want” 54 Galland.be

55. Pi_all 2 §  Male §  Married, with children §  Born in 1940s §  Great Britain §  Celebrity §  Wealthy §  Loves dogs 55 Galland.be

56. How do customers look for value? 56 Galland.be

57. Customer Value Model Five Value ProposiCons: •  More [value] for More [price] •  More for the Same •  More for Less •  The Same for Less •  Less for Much Less 57 (Kotler) Galland.be

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59. ? Awareness ConsideraCon Purchase Usage Repeat purchase RecommendaCon Advocate Loyal SelecCon SaCsﬁed I want you I like to... I might... Explicit Indiﬀerent I will ... to... preference Non-‐believer Hater Inspire Inspire Inspire Engage Collaborate Converse Galland.be

60. Product Customer value Customer value model •  More [value] for More [price] •  More for the same •  More for less Price Cost •  The same for less •  Less for much less Place Convenience Promo:on Communica:on Galland.be

61. Touchpoints to manage Awareness ConsideraCon Purchase Usage Repeat purchase RecommendaCon Advocate Loyal SelecCon SaCsﬁed I want you I like to... I might... Explicit Indiﬀerent I will ... to... preference Non-‐believer Hater Inspire Inspire Inspire Engage Collaborate Converse 61 Galland.be

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63. From “customer touchpoints” towards a sound “marke*ng mix” Galland.be

64. Successful customer strategies require a sound marke:ng mix Awareness Considera:on Purchase Usage Upselling Reten:on TV/ Radio / Print Out-‐of-‐home Mass Events Product placement Web Ads Blogs /Social Media Online Search Website Mobile Email Direct mail Oﬀ-‐line Call center Store/branch/Sales Service team Galland.be

65. Successful customer strategies require a sound marke:ng mix Awareness Considera:on Purchase Usage Upselling Reten:on TV/ Radio / Print Out-‐of-‐home Mass Events Product placement Inspire Web Ads Blogs /Social Media Engage Online Search Website Mobile Email Direct mail Collaborate Oﬀ-‐line Call center Store/branch/Sales Service team Galland.be

66. Conclusions §  MarkeCng is an amtude rather than a funcCon §  Customers don’t buy products or services They fulﬁll wants and needs §  Online and oﬄine => integrated experience §  The essence of markeCng is to add value that is both unique and relevant for your customers 66 Galland.be

67. About us 67 Galland.be

68. “A brand is more than a promise, it’s a commitment to create a unique experience for your customers” Ann Galland Galland.be

69. Strategic marke:ng 69 Galland.be

70. 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 marke:ng) By being pragma:c and crea:ve, to help you put the chosen strategy into ac:on Galland.be

71. Some customers & projects Galland.be

72. Some publica:ons My “one company, one image” branding case, My vision on markeCng and branding today, as realized as Global Director MarkeCng of the Managing Director of Galland.be (2009-‐today), Barco Group (1996-‐2008) with emphasis on the importance of customer in centricity and word of mouth “MarkeCng Management – De essenCe” in Philip Kotler, Kevin Lane Keller, Henry Robben, STIMA MarkeCng Jaarboek 2012 Maggie Geuens, 2010 72 Galland.be

73. Follow us be.linkedin.com/in/anngalland facebook.com/galland.be twiuer.com/anngalland slideshare.net/anngalland youtube.com/user/GallandTV 73 Galland.be

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