Partner marketing 22 march

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Shifting the dial from channel to partner marketing to make the most of retailer & operator relationships

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  • Some markets we have more a strategic seat, and others Iris as the conversion agencyGlobal review
  • 1.1 million Walkman Handsets soldOrange’s association with the show far exceeded figures with over 91% awareness.
  • Decision making hierarchy: 1) Customer needs, 2) Brand perceptions, 3) Confidence, 4) Ease of selling, 5) Incentives/commission Quality & Reliability is the number 1 factor, then perception of the brand overall Out of site, out of mind Get phones in their hands – aim to transform them to a Sony Mobile advocate = unpaid sales army/natural recommendation
  • Highlight partner mktg – green, yellow, - ie. Partner mktg affects 60%Critical tool to process
  • Highlight partner mktg – green, yellow, - ie. Partner mktg affects 60%Critical tool to process
  • Also important to call out that we play a role in the “consideration” 10% phase too. Expands our brief/scope
  • Also important to call out that we play a role in the “consideration” 10% phase too. Expands our brief/scope
  • 43% haven't made their minds up before entering retail environment (41% haven’t made up mind on OS). This is a real opportunity to influence – let’s not forget sales staff’s influence
  • Partner marketing 22 march

    1. 1. From channel to partner marketingConfidential © iris 2011
    2. 2. Confidential © iris 2011 defining the challenge the iris way Putting the theory into practice wrap
    3. 3. it’s a complicated worldout there Confidential © iris 2011
    4. 4. and an increasingly competitiveand commoditised marketplace (some of) the contenders Confidential © iris 2011
    5. 5. Handset eclipseconsumer Phone Network (hero) (hidden) Confidential © iris 2011
    6. 6. So let’s not fall at the finalhurdle Confidential © iris 2011
    7. 7. Business context Partner marketing is the key discipline to drive conversion • Multiple buying / influencing touchpoints • Focused in & around the pop We need to effect a step change in behaviour: • Re-energise relationships • senior level contact • upfront investment to drive sell-through Confidential © iris 2011
    8. 8. Confidential © iris 2011 defining the challenge the iris way Putting the theory into practice wrap
    9. 9. Channel marketing Partner marketing Product driven content / experience driven • Constant ranging cycle • Build brand and product • Focused on sales • product benefits (not features) Short term Longer term • Tactical activity • powerful marketing programmes • Templated creative • differentiate / make us famous • standardised plan / formats • 360o activation Meeting our customers’ terms Playing by our rules
    10. 10. Confidential © iris 2011
    11. 11. Confidential © iris 2011
    12. 12. Confidential © iris 2012
    13. 13. How can we break the cycle? Super-brand Quality credentials Innovation driver Millions of consumers ecosystem Value creation Trade engagement Confidential © iris 2011
    14. 14. Partnership marketing in 2012 Buy it Demand it / Engineer it Confidential © iris 2011
    15. 15. “The decision to 86% of Top Marketers partner with someone Say Partnership else should be purely collaborations are based on their ability sacrosanct to deliver for you and to Innovation for you to deliver for them”2011 “GE Global Innovation Barometer,” an independent Ron Kunitzkysurvey of 1,000 business executives in 12 countries, “Partnership Marketing: How to Grow Your Business and Transform Your Brand Through Smart Collaboration” Progressiv Partnership e Confidential © iris 2011
    16. 16. What we bring What they bringSuper-brandQuality credentialsInnovation driver Visibility ConsumersSony consumers Servicesecosystem Retail environmentsValue creationTrade engagement Progressive Partnership: growth agenda
    17. 17. Accelerator for progressive partnership Core Creative platform Hygiene factor POS Staff Incentive engageme ntConfidential © iris 2011
    18. 18. …and optimising our activity around the right touchpointsSource: Google Shopper Science Confidential © iris 2011
    19. 19. …and optimising our activity around the right touchpointsSource: Google Shopper Science Confidential © iris 2011
    20. 20. Confidential © iris 2011 defining the challenge the iris way Putting the theory into practice wrap
    21. 21. 1. 2. vision insight Strategic Platform 1-3 plan path Shared agenda Progressive Partnership Field team Brand effect trade Manuf. events Performanc Optimisatio e n plan Sell in Behaviour Customer effect business Consumer effect consumer Mkting support Websites/ websites Call POS /4. Confidential © iris 2011 Centres Co-op ATL demo 3.
    22. 22. ‘Partnership Strategy observationdashboard’ Where they are heading What we’ve noticed Become best Network Phone build quality key to trust & service ‘business’ Improve Service Maintain differentiation from T-mobile which Build customer trust and relevance ½ say they will leave (trust issues over price) More for more value More considered purchase ‘brand’ Going the extra mile Film core strength – O2 included cinema grow value of key benefits in priority Added value: ‘product / Need to increase tariff sign-up Orange Wednesdays – huge retention driver service’ Swappables – free subscription content Simplify / enhance key vale adds e.g. Magic numbers swappables Film to go Maximisers key value focus 3 currently winning battle with best phones ‘audience’ and cheap tariffs digital tribes (next maximisers) Not seeing the full sum of added value Sme increase relevance benefits Confidential © iris 2011
    23. 23. Partnership opportunity ‘Partner marketing briefs’ Ultimate film festival Accelerate your brand Secret cinema, Imaginative Wednesdays, film makeover Value additive Film to go for all (Android) (new music monsters) SONY video unlimited – Spiderman Customer service Better with… phone app (reliability, reduce complaints) dedicated service team, phone tutorials, play, watch… Differentiation Connected lives (beyond smartphone) exclusive services, set up help, ‘pop-up’ Confidential © iris 2011
    24. 24. ‘Partnership Strategy observationdashboard’ Where they are heading What we’ve noticed Driving supermobile (data) Focus on NPS customer Competitive pressure on data (3) ‘business’ satisfaction NPS shifts based on ‘service’ / value Commitment to csr excellence Power to you Emotion – more playful, intelligent, britishness Increase emotional inroads ‘brand’ VIP – Huge rational trust fashion, f1, festivals (big rewards for few) Most robust network ‘product / Niche innovation (make broader) New store formats service’ Sony Vita exclusive Network story – product service proof points Freebies (key PAYG acqui. Driver) ‘audience’ Strong sme / corporate Seen as a corporate beast by consumers Confidential © iris 2011
    25. 25. Partnership opportunity ‘Partner marketing briefs’ Accelerate your brand Exclusively from Xperia (emotional growth, passion points) sony artist, gaming, imagination made real Value additive VIP stories (amplify emotional VIP) VIP experiences brought to life by Sony xperia CSR Imaginative support (world of difference) Matched fund, giving, celebrate imaginative people Differentiation Supermobile (beyond smartphone) exclusive services, set up help, ‘smarter’ phones Confidential © iris 2011
    26. 26. Confidential © iris 2011 defining the challenge the iris way Putting the theory into practice wrap
    27. 27. Partner marketing journey Progressive partnerships Partners’ terms Shared ‘growth’ agenda Product launches Confidential © iris 2011
    28. 28. the right hand man of your national account and marketing managersdeep understanding of partners’ businessadding value through progressive partnershipsPin point focus on conversion Confidential © iris 2011
    29. 29. The next chapter… Confidential © iris 2011
    30. 30. ThanksConfidential © iris 2011
    31. 31. only 18% of people are actively looking for a new mobile at any one time 18%Source: PHD Handset Purchase Journey Quant Study – August 2011R=2893 (UK) Confidential © iris 2011
    32. 32. our opportunity is to develop long term relationships to catch the remaining 82% 18%Source: PHD Handset Purchase Journey Quant Study – August 2011R=2893 (UK) Confidential © iris 2011
    33. 33. influencing purchase inside and outside of retail…Mobile Handset Path To Purchase:What’s Decided On What EachStage Not Considerin ConsiderinPathway: g g Researching Deciding BuyingDecision: 1. Network: 61% 63% 68% 68% 64%(% that have decided) 2. Type of Contract: 68% 70% 76% 75% 65% Not 3. Operating Software: 34% 53% 58% 64% 59% decided 4. Handset (exc 52% 29% 46% 51% 57% Decided Apple/Blackberry):Source: PHD Handset Purchase Journey Quant Study – August 2011R=2893 (UK) Confidential © iris 2011

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