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201912 butik agency - transformational experiences - healthusiasm - belgium - small

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How will brand experience evolve in the near future ... How to make happy consumers...

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201912 butik agency - transformational experiences - healthusiasm - belgium - small

  1. 1. WE ARE HAPPY TO SHARE OUR INSPIRATION
  2. 2. Making customers healthy & happy
  3. 3. Christophe Jauquet health marketeer
  4. 4. “ Companies & brands are expected to make the world a healthy place. ”
  5. 5. THE CUSTOMERhealthy
  6. 6. source: Gallup (2018) “ Have you smoked any cigarettes in the past week? “
  7. 7. Asclepius
  8. 8. 1960 medical breakthroughs
  9. 9. 1960 Organ transplants
  10. 10. 1960 - being in control
  11. 11. TIME IMPACT on our health 20201960 Medical breakthroughs Fitness craze 1980 +25 years-25 years
  12. 12. EVOLUTIONS
  13. 13. 1 ALL TECHNOLOGICAL EVOLUTION
  14. 14. TECH LOGYnow Tools Platforms Customers
  15. 15. THE WEEKND
  16. 16. Dax Rush Kit Car
  17. 17. Running apps
  18. 18. Informed Empowered
  19. 19. “Patients want to actively manage their health”
  20. 20. Medisafe
  21. 21. 2012 mySugr app
  22. 22. Withings blood pressure
  23. 23. v v
  24. 24. 1st opinion 2nd opinion
  25. 25. “Life comes with many challenges. The ones that should not scare us, are the ones we can take control of.” ANGELINA JOLIE “My Medical Choice” NYT 2013
  26. 26. Hippocrates
  27. 27. COPERNICAN health REVOLUTION
  28. 28. 1 ALL Thanks to technology everybody can really be(come) who or what they want to be(come) TECHNOLOGICAL EVOLUTION
  29. 29. 2 ALL ECONOMICAL EVOLUTION
  30. 30. VALUE CREATION Competitive differentiation Customervalue Commodities Products Services Experiences Experience ECONOMY
  31. 31. Disney world
  32. 32. 89%of companies surveyed by Gartner (2014) said Customer experience is most important field of competition
  33. 33. Soulcycle
  34. 34. Funspree
  35. 35. Funspree
  36. 36. VALUE CREATION Competitive differentiation Customervalue Commodities Products Services Experiences Experience ECONOMY Transformations Transformational ECONOMY
  37. 37. Rage Rooms
  38. 38. Rage Rooms
  39. 39. Burning man
  40. 40. Burning man
  41. 41. Burning man
  42. 42. Burning man
  43. 43. Burning man
  44. 44. Burning man
  45. 45. Personal coach
  46. 46. Tara Toomey ”The class”
  47. 47. Tara Toomey ”The Retreatment”
  48. 48. 17%830 million wellness trips in 2017 took up 17% of the total global tourism expenditures
  49. 49. Transformation-driven Vending machines
  50. 50. Transformation-driven Loyalty programs
  51. 51. Cuckooz
  52. 52. Clear Channel
  53. 53. “Our car manages our health better than we do” Mercedes-Benz
  54. 54. 2 ALL To create value for their customers, companies and brands are staging personal experiences and guiding transformations ECONOMICAL EVOLUTION
  55. 55. 3 ALL PSYCHOLOGICAL EVOLUTION
  56. 56. Functional Emotional Aspirational BASIC NEEDS SOCIAL NEEDS SELF-ACTUALIZATION NEEDS HIERARCHY OF NEEDS
  57. 57. 1976 2016 People who completed a Marathon (US only) 25.000 507.000
  58. 58. “Self-actualization is the future of consumerism” TRENDWATCHING.COM – Dec 2015
  59. 59. Functional Emotional Aspirational BASIC NEEDS SOCIAL NEEDS SELF-ACTUALIZATION NEEDS
  60. 60. Product-driven marketing
  61. 61. Functional Emotional Aspirational BASIC NEEDS SOCIAL NEEDS SELF-ACTUALIZATION NEEDS
  62. 62. Customer-driven marketing
  63. 63. Functional Emotional Aspirational BASIC NEEDS SOCIAL NEEDS SELF-ACTUALIZATION NEEDS
  64. 64. Transformation-driven marketing
  65. 65. Functional Emotional Aspirational SELF-ACTUALIZATION NEEDS MARKETING HAS BECOME ABOUT ACTIVISM
  66. 66. MARKETING 3.0 Minds Hearts Souls Transformation-driven marketing Customer-driven marketing Product-driven marketing
  67. 67. ASPIRATIONAL TRENDS Sustainability Diversity & inclusivity Health
  68. 68. 3 ALL People aspire to become the best person possible, and they expect brands to help them in achieving this. PSYCHOLOGICAL EVOLUTION
  69. 69. EVOLUTIONS Digital Disruption Transformational Economy Self-Actualisation
  70. 70. TIME IMPACT on our health 20201960 Medical breakthroughs Fitness craze 1980 +25 years-25 years
  71. 71. The aspiration to be(come) healthy & happy
  72. 72. 35.000 micro-decisions per day “ Who you are today is the result of your past decisions ” Cornell university
  73. 73. HEALTH MARKETING Helping people with their decisions to become healthy & happy
  74. 74. Lifestyle Medical Health Well-being Decisions related to Interests, style, taste Attitudes, Possessions, .. Decisions to maintain health & happiness Decisions to prevent one’s health to become worse Decisions to manage one’s (future) medical condition
  75. 75. BUSINESS GOVERNMENT Global trust in ‘institutions’ 47% 56% Edelman trust barometer (2019)
  76. 76. brand DEMOCRACY People believe brands can be a more powerful force for transformation.
  77. 77. healthusiasticTHE CUSTOMER
  78. 78. Lifestyle Medical Health Well-being Decisions related to Interests, style, taste Attitudes, Possessions, .. Decisions to maintain health & happiness Decisions to prevent one’s health to become worse Decisions to manage one’s (future) medical condition Competitive differentiation Customervalue Products Services Experiences Transformations
  79. 79. ALL 1. Same same, but different
  80. 80. Doctors’ office
  81. 81. Funeral parlour
  82. 82. Yoga shop
  83. 83. Sex shop
  84. 84. Have you challenged your own conventional settings? What experience would really make a difference and yet still remain largely the same?
  85. 85. ALL 2. Immersive
  86. 86. Second home – Plant-immersed co-working space
  87. 87. Orbitz Hotel – Plant hotel pop up
  88. 88. Hendrick’s – Chambers of the Curious
  89. 89. Telenet – PLAY Trailerpark
  90. 90. What setting can you turn into such an immersive experience that it actually make people feel good, and puts a true smile on your customer’s face ?
  91. 91. ALL 3. Edutainment
  92. 92. Zacapa Rum
  93. 93. Ruinart: Jardin Rosé
  94. 94. Patagonia – answer to action
  95. 95. Delta airlines - stillness
  96. 96. Ikea – against conventional food rules
  97. 97. Credit Karma – Financial well-being
  98. 98. Arla Skyr – Learning about healthy breakfast
  99. 99. What information could you offer to edutain your customer in such way that he/she would feel transformed?
  100. 100. ALL 4. Digital detox
  101. 101. Abu Ghosh – JerusalemHotel Bellora – Gotherburg
  102. 102. Kit Kat – No WiFi zone
  103. 103. Miller Lite – A free beer for unfollowing
  104. 104. Telenet – Phub Guard
  105. 105. With marketing targets focused on social media sharing, have you ever considered to detox both yourself and your customers from the digital addiction instead?
  106. 106. ALL 5. Upgrade now
  107. 107. Ricola – Trade sugar for herbal alternative
  108. 108. RYU – Trade clothes when they no longer fit
  109. 109. New Balance – Pay with with miles
  110. 110. Lipton – T-room @ festivals
  111. 111. In a world that is constantly upgrading things, how can you help your customers to upgrade (or transform) themselves?
  112. 112. ALL 6. Mental health
  113. 113. Lidl – The bakery for mental health
  114. 114. Marks & Spencer – Frazzled café
  115. 115. Burger King – Real meals
  116. 116. film Côte D’or – Mijn Côte d’Or, op mijn manier
  117. 117. Montreal museam – Prescribed visits
  118. 118. Bloo – Flush your troubles away
  119. 119. Lipton – Yellow Monday
  120. 120. Maes
  121. 121. Marketing is not only about selling happiness. So how about realizing that your customer might by crying for help, recognition and togetherness deep down?
  122. 122. ALL 7. The right time & place
  123. 123. Grab – Buy personal care products while commuting
  124. 124. Gaviscon – pH neutral food
  125. 125. Apotek Hjartat – Light therapy
  126. 126. Sol – Light therapy
  127. 127. Ecclestone yards – Chromotherapy
  128. 128. PopSugar – Get-away from Christmas shopping
  129. 129. Pure Leaf – popup ‘LEAF’
  130. 130. Constantly being on the lookout to do good for themselves in a hectic, fast-paced society, can you be there for your customers when and where they might need it the most? How can you turn an apparent unhealthy situation into a healthy one?
  131. 131. 7. The right time & place 6. Mental health 5. Upgrade now 4. Digital detox 3. Edutainment 1. Same same, but different 2. Immersive
  132. 132. Making customers healthy Lifestyle Medical Health Well-being Competitive differentiation Customervalue Products Services Experiences Transformations Making customers enjoy that moment Making customers happy Making customers healthy & happy
  133. 133. Making customers healthy Making customers happy Making customers healthy & happy Making customers enjoy that moment Lifestyle Medical Health Well-being Competitive differentiation Customervalue Products Services Experiences Transformations
  134. 134. Making customers healthy & happy
  135. 135. Christophe Jauquet health marketeer christophe@christophejauquet.com
  136. 136. 184
  137. 137. FOCUS ON INTERACTION WITH REAL PEOPLE Humanize marketing
  138. 138. DIGITAL CONNECTIVITY & EXPERIENCES HAVE BECOME A COMMODITY IN THE CONSUMER’S LIFE. BUT THEY’RE OFTEN CONSUMED ALONE.
  139. 139. SO WHAT ABOUT REAL HUMAN CONNECTIVITY?
  140. 140. WHAT ABOUT REAL LIFE EXPERIENCES SHARED ON THE SPOT?
  141. 141. THAT’S WHY WE BELIEVE IN BRINGING THE HUMAN FACTOR TO MARKETING
  142. 142. SMILES, SMILES, SMILES
  143. 143. REAL PEOPLE, TRUE SMILES At BUTIK, we believe in smiles. Creating smiles on people’s faces: our clients, your consumers & our own. We have a solid history in activating brands through meaningful, memorable & measurable experiences, from product samplings to branded events; whatever it takes to get that smile. Because that smile embodies a genuine impression the brand made in a person’s heart. We know a happy consumer is more likely to buy your brand. And that’s where we want to be.
  144. 144. Go beyond joyfull experiences into memorable experiences and meaningful personal transformations HAPPY CONSUMERS
  145. 145. Measurability is key. HAPPY CUSTOMERS CASUS: ARLA SKYR TASTINGS @ CENTRAAL STATION 4&5 DEC 100 people that left the experience filled in a survey vs 100 people at home
  146. 146. Impact: +29% Impact: +44% Impact: +31% Impact: +39%
  147. 147. 4% 22% A 31% 51% A 65% B 27% Promoters Passives Detractors Non-Experiencers Direct Experiencers NPS -60 -6 Impact: +54 Brand advocacy A6. How likely would you be to recommend Arla towards friends, family, colleagues, …? Base: All respondents (n=100/158)
  148. 148. © 2019 Haystack Consulting - All Rights Reserved 196B3. And how would you describe how you react to Arla putting on this sampling event? Base: experiencers (n=158) 37% 59% 4%1% 9-10 on 10 7-8 on 10 5-6 on 10 <5 on 10 Top 4: 96% Mean 8,08 Thanks a lot Arla, you really made my day! I really couldn’t care less that Arla did this Brand credit
  149. 149. 197

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