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Similar to 'Connecting the Strands - Reimagining the Core of the Omnichannel Experience' at Mumbrella's Retail Marketing Summit 2023
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'Connecting the Strands - Reimagining the Core of the Omnichannel Experience' at Mumbrella's Retail Marketing Summit 2023
- 2. 2 “TODAY, I'M GOING TO MAKE YOUR JOB UP TO 30%* EASIER AND GIVE YOU 40%* MORE RELEVANCE TO YOUR C- SUITE.” *Results may vary.
- 3. 3 You’ve all heard it, but WTF does it mean? OMNICHANNEL REIMAGINED You’ve all heard it, but WTF does it mean?
- 4. 4 You’ve all heard it, but WTF does it mean? THIS IS WHAT HUBSPOT CALLS IT
- 5. 5 You’ve all heard it, but WTF does it mean? GOOGLE SAYS THIS…
- 6. 6 You’ve all heard it, but WTF does it mean? CONFUSINGLY, FORBES THEN SAYS THIS..
- 7. 7 Huffington Post said in 2013 that the explosion of the smartphone meant that Omnichannel was the next big thing. IN 2013, THERE WAS THIS PHONE…
- 10. 10 OMNICHANNEL WAS A CATCH ALL USED TO SELL TECHNOLOGY, SAAS AND MORE…
- 11. 11 BUT, IS THIS ANYTHING MORE THAN JARGON?
- 12. 12 “ WAS THERE EVER A SINGLE CHANNEL ERA?” ― Byron Sharp Sharp in Seven, Impact Magazine, 2016
- 13. 13 HOW DO WE THINK OF THIS IN A USEFUL WAY?
- 14. 14 You’ve all heard it, but WTF does it mean? This is what the smartest man in advertising had to say on the matter of customer experience.
- 15. 15 “ IMAGINE FOR A MOMENT THAT IT WAS POSSIBLE TO SCAN THE HUMAN BRAIN, ISOLATE THE CELL THAT CONTAINED THAT PARTICULAR BRAIN’S OPINION OF A PARTICULAR BRAND.” ― Jeremy Bullmore Why Every Brand Encounter Counts: Seductive, Anarchic or Catastrophic
- 17. 17 & BRAND IS HOW PEOPLE REMEMBER BUSINESS
- 18. 18 ANYONE PEDALLING A MORE COMPLEX VIEW IS SELLING SOMETHING.
- 20. 20 AND THIS IS KEY TO MARKETING DEPARTMENTS ELEVATING THEIR ROLE. If you do this properly it will help you reclaim your spot on the board and in your CEO’s heart.
- 21. 21 Having a brand led approach to marketing with a customer centric view of your business will let you navigate infrastructure, tech roll outs, sales forecasts and any customer focused area of your business. IT PUTS YOU AT THE HEART OF THE ORGANISATION
- 22. 22 SOUNDS GOOD BUT HOW DO WE DO THAT?
- 24. 24 BRANDS IN CONSUMERS MINDS ARE CODES
- 25. 25 Applying those brand codes in retail, website, customer service etc. makes solidifying and refreshing those memories easier and more effective. CODES ARE CONNECTIONS
- 26. 26
- 29. 29 “ JUST BECAUSE HALF THE WORLD IS FEMALE AND HALF MALE, IT DOESN’T MEAN THE AVERAGE PERSON HAS ONE TESTICLE.” ― Harry Guild BBH Labs - Puncturing the paradox: Group cohesion and the generational myth
- 30. 30
- 32. CONSISTENCY
- 35. CONSISTENCY ESTABLISHED CODES BUYING ASSOCIATION SERVICE EXPERIENCE
- 36. 36 DELIVER THE EMOTIONS AND PROMISES EMBEDDED IN OUR BRAND CODES.
- 37. 37 JB HI-FI DO THIS BEAUTIFULLY, EVEN IF THEY AREN’T ALWAYS THE ‘BEST DEAL’.
- 38. 38 DISNEY MAGICBAND TAKES THE EMOTION OF THE BRAND AND DELIVERS IT WITH SERVICE AND STYLE.
- 40. ― Dave Trott One Plus One Equals Three: A Masterclass in Creative Thinking IS THIS INTERESTING TO YOU?
- 41. 41
- 42. 42 EVEN CONNECTING B2B COMMS WITH CONSUMER MESSAGES ADDS FUN AND CONSISTENCY.
- 45. 45 “ CONSUMERS SAID THEY WOULDN’T CARE IF 77% OF EVERYDAY BRANDS DISAPPEARED.” Havas Group’s Meaningful Brands 2019 report
- 46. 46 WE ARE IN THEIR WORLD, NOT THE OTHER WAY AROUND.
- 47. 47 A HOW MANY THINGS ARE YOU HOPING CUSTOMERS REMEMBER ABOUT YOU
- 48. 48 B A REMEMBER ABOUT YOU PERCEIVE WITHOUT BEING TOLD HOW MANY THINGS ARE YOU HOPING CUSTOMERS
- 49. 49 A REMEMBER ABOUT YOU PERCEIVE WITHOUT BEING TOLD APPRECIATE THE NUANCE OF C B HOW MANY THINGS ARE YOU HOPING CUSTOMERS
- 50. 50 C A READ WITHOUT ANY CLEAR AND PRESENT REWARD REMEMBER ABOUT YOU PERCEIVE WITHOUT BEING TOLD APPRECIATE THE NUANCE OF D B HOW MANY THINGS ARE YOU HOPING CUSTOMERS
- 51. 51 connecting plots | client name and project THEY AREN’T DOING ANY OF THOSE THINGS, THEY ARE PAYING THEIR MORTGAGE, RAISING THEIR KIDS, FEEDING THEIR FAMILIES, ARRANGING A BBQ, SAVING FOR CHRISTMAS. ― Dave Trott
- 52. 52 MARKETERS HAVE THE CHANCE TO REPRESENT THIS INSIGHT TO THEIR BUSINESS TO CREATE REAL VALUE.
- 54. 54 BRAND IS GLUE UNDERSTAND YOUR AUDIENCE 1 2
- 55. 55 BRAND IS GLUE UNDERSTAND YOUR AUDIENCE EMOTION FOR FUNCTIONS 1 2 3
- 56. 56 BRAND IS GLUE UNDERSTAND YOUR AUDIENCE EMOTION FOR FUNCTIONS NOTHING NEEDS TO BE BORING 1 2 3 4
- 57. 57 IMAGINE CUSTOMERS DON’T CARE BRAND IS GLUE UNDERSTAND YOUR AUDIENCE EMOTION FOR FUNCTIONS NOTHING NEEDS TO BE BORING 1 2 3 4 5
- 58. 58 HOW TO START?
- 62. THANK YOU THANK YOU YOU The concepts, ideas, strategies, information, material, artwork, plans and copy contained in this document are presented in absolute confidence and are the property of Connecting Plots Pty Ltd and must not be reproduced, adapted, communicated to third parties or in any way used without the express permission of Connecting Plots Pty Ltd. © Copyright 2023.