Your Prospects and Customers Determine Your Brand. Catering, with Content, Ensures the Appropriate Messaging reaches the Right People

1. Your Customers Are Your Best Channel
Joe Orlando
The TorchLite Group

2. What is aLoyalCustomer?
One Who is Highly Satisfied
One Who Keeps Buying from You
One Who Trusts you
One Who Looks to You for Reliable Information

3. What is aBrand Advocate?
AHighly Satisfied Customer
Who Keeps Buying From You
AND Recommends You to Others

4. TheCustomer Hierarchy
Brand Advocate
Loyal Customer First
Time Customer
Prospect
Target
**everyone focuses on the bottom two and too little
focus on top two

5. Who HasBrand Advocates?
Apple
Compaq
Dell
Starbucks
British Air
Singapore Air
Ritz Carlton
Four Seasons
Lexus
Marks &Spencers
Canyou explain why
you “feel” something
when you think of
these brands?

6. Impact on Profitability
According to Opinion Research, Corporation &
Profit Impactof Marketing Strategies Database
“Companies that achieve the highest level of customer satisfaction
and retention are significantly more profitable than those who do
not”
Bottom 20%in Customer Satisfaction average3.8% Return on Sales
while Top20% in Customer Satisfaction enjoy 12.4% Return on Sales

7. Counter Intuitive - LoyalCustomers
are More Profitable Customers

8. Why Are Having BrandAdvocates
Profitable?
Reduced Marketing Costs
Higher Profits since they readily buy again and
willingly recommend to others
Willing to pay a slightly higher price
Buy new offerings more quickly
Buy across the product lines

9. Additionally, Brand Advocates
Are more tolerant of failures
Are most willing to work with
you to enhance offerings and
develop new products

10. What Contributes to Customer
Satisfaction?

11. Focus – Focus – Focus
Know Who We HAVE to Get
Who we would like to get –
Nice to Have
Who the entire market is –
Be Particular
Don’t drink the kool-aid –
BE REAL about why you
are the best at what you do.
(And what you are NOT
Best At)

12. Five Steps to Creating a
Brand Advocate
Define your BEST customers (not ALL of them)
SEGMENT PROFILE
Define what motivates them to buy your product
(BUYER CRITERIAAND BEHAVIOUR)
Identify all the Brand Contacts which drive
satisfaction
All points of contact that, for them, define your brand –
FROM THE RECEPTIONISTS TO THE SUPPORT DESK
Orchestrate a single brand experience across
every Brand contact
CONSISTENCY IS CRITICAL

13. Dowe havebrand advocates?
Measurements
Satisfaction
Repeat Purchasers
Share of the Customer’s spend
Lifetime value
Lead Scoring
Recommendations to others
Online Support(Likes; Ratings; Stars, etc)
Willing References
Proactive Collaboration

14. Strategic Value Marketing
Don’t be tempted to market with your Mission
Statement and define your customer as the entire
market opportunity
Focus only on the BEST customers for your products
and capture them first
Carve out a space where YOUR value proposition sets
you apart from your competition – don’t lose at their
game – create a new game – on a new playing field –
turn your weaknesses into positive differentiators
BE HONEST WITH YOURSELF!

15. Profile your bestcustomers
Satisfaction
Profitability
Retention
Penetration
What characteristics do they all have
in common?
What other variables describe these
customers?
What value do they place on your
offering?
Why and when do you lose?

16. How do you usethe Profile?
You have now profiled your ideal target-
Where do they shop?
What do they read?
Where do they eat?
What are their priorities and pain points?
How are they solving their problem today?
What Are their Key Decision Criteria?
What Are their Other Options?
How Will They Be Measuring Success?
You hunt deer where the deer live – not in a parking lot
at the mall…

17. Airline Example
If Revenue Growth is the Objective
We Target 100,000 miles a year fliers
Business travellers
Long haul domestic flights
At least twice a month
At least 4 international flights a year

18. Airline
Example
If Profitability is the Objective
We must attract people who pay a lot for their
tickets
Assess more points for First Class Travel 1.5 mile points
Business class 1.25 mile points
Full Fare Economy – 1 mile points
Discounted Economy .5 mile points
Delta now has a zero points fare to compete at low end

19. NOT Just a Cliché’
It costs five times more to get a new
customer than it does simply to keep you
you have- - and still, most companies allocate
six times as much to the process of acquiring
new customers than they do to the less
expensive process of retaining and growing
current customers.
In fact, the damage an unsatisfied
customer will do goes well beyond
THAT customer but influences
potential customers

20. Gaining Customer Insight –After
Identifying the IdealTarget
Gaining “insight”
into the
Customer
motivations is
the path to
creating a
relevant and
personal
connection with
customers – then
Content Market

21. While most focus on how the
products match the customers
MUST look at how the customers
view your offer
Positioning?
Points of contact?
Easy to purchase?
What is in place to “delight” the
customer?
What steps are in place to create an
advocate?
When is the last time you showed you
cared?

22. Consider
FromYourPersonal Experience
What makes the experience
worth recommending?
“They knew me and what I
wanted!”
“They anticipated my needs – the
service was exceptional!”
“It was a pleasure to do business
with them!”
Doesn’t matter if it’s a cab ride, auto
service, restaurant or home purchase

23. Ssssshh… the secret?
Respectful, EMPATHETIC and comprehensive
understanding of a customer – like each customer
was the only one!
Not demographic profiles, not target audiences –
but REFLECTIVE, DIRECT
“It was as though he was singing right to me!”

24. Don’t Differentiate Just Your Products
Differentiate the Experience
The ideal restaurant experience
starts with when you pull up
outside – how you are greeted –
where you are seated – the
place settings – the atmosphere
– the wait staff - … is it
really just the food?

25. Can You Answer?
For Whom (the relevant target) Does (the
insight of customer relevance and motivations)
What We Offer (whole product/experience = the
BRAND)
Deliver (benefits directly related to
motivating insights)
Unlike (relevant competitor) Any Other
Option?
WHAT ARE THE RELEVANT DIFFERENTIATORS?

26. Brand is NOT
The Marketing
The Logo
The Advertising
IT IS AN EMOTION – WHAT DOES IT EVOKE? The first
1000 Miatas off the line were ALL red. This was
due only to what emotion a red convertible sports
car can create as people see it for the first time.

27. Classic Examples
Candies in foil wrappers are
better tasting and more
expensive than candy in
plastic wrappers?
Beer in Clear Bottles –
more or less expensive
than beer in dark green
bottles?

28. Never Forget
While the Company Owns the Trademark…
The Customer Owns the Brand
An industrial brand won’t sell in a consumer market –
would you expect high quality furniture from GE?
Motorola experienced this (to its peril) when
approaching a consumer market with a Corporate
Branding Position and NOT a Consumer Focused
Brand

29. To Steal a Quote:
“Brands are built like birds build their nests –
by the scraps and twigs they chance upon,”
Stephen King, WPP Group, London

30. Every Contact Adds or
Detracts from the Brand
The Brand is Communicated with EVERYContact a
customer has with your company
It has body and verbal language
Trace every point of contact and establish – did I win or
lose than opportunity to delight the customer?
Content Marketing Builds Relationships; Trust;
Loyalty; and “Top of Mind” Positioning

31. Every Contact Sends a Message
Is it consistent across every point of contact?
Does it match the Customer’s expectations?
Does it match and remain consistent with the insight?
What message did they get?
Did your message “hit its mark?”
Is your message tailored to the channel and consumer of
your message?

32. Look at Lexus
21%of Luxury Car Market
Highest Customer
Satisfaction for seven
years running
Highest customer
retention of any car
manufacturer 65% and
rising

33. Great Products Don’t
Create Great Brands
Focus at Lexus is to deliver the total customer
experience
Lexus stated strategy – “To create atotal
consumer service experience, including product,
for averyspecific consumer segment”

34. Know thy Customer
HAD to get Customers
Previous European luxury car owners
Replacing or adding an automobile
Nice to Have Customers
Current mid price Toyota customers who are trading up

35. Customer Insight
Elite professional who are used to, expect and
demand high service/support
They deserve to be able to avoid the everyday
hassles and discomforts of common every day
life

36. Luxury Car
Ownership is a Reward
The consumer insight – “I earned this!”
If I pay more for “just a car” I should get more
than a typical car owners experience!
I deserve to pampered!

37. To Wrap it Up for Lexus
FOR past owners of European luxury cars WHO
feel they deserve the ultimate in service OUR
PRODUCT IS a cocoon of luxury
THAT makes you feel honored and catered to
UNLIKE any other luxury product.
LEXUS DELIVERS the most deferential and
supportive ownership experience you can have as
long as you own your car
LEXUS MOTTO: “ We treat you like a guest in
our own home.”

38. Building the Whole Brand
Behavioural Targeting
Relevant Content Marketing
Key Insights and Whole Brand Positioning
Key Whole Brand Contact Points
Priority List for Improvements
Consistent “litmus test” and continuous improvement

39. Barriers to Overcome
Business Models which de-emphasize the customer
Lack of continuous pulse checking with the insights,
behaviours and motivations of the customer
Internally focused structures
Functions driven by internally focused structures
Poor cross functional relationships create poor
customer hand-offs
Metrics focused on market performance rather than
customer performance
Inability to maintain ongoing connections with the
customer – not an event – a culture

40. How often does the
customer’s success come
into everyday
communications?
Is the focus on making the sale… or making the
customer successful?
Many Mission Statements fail to address the
customer!
(Does Your Mission Statement Even Mention the Customer?)

41. Where Do You Keep Your Brand?
Let’s Explore Your BrandPolicy
Look, Color, Placement
Process, Action, Empowerment
Adding Value During Research Process
Value to Make the Sale (Decision Support)
Value Beyond the Sale
Value toYour Customer
Confidential Joe Orlando 41

42. Let’s Test Your Brand
What’s Your Mission Statement?
Where are Your Customers?
Always Selling? Or Supporting?
Which Values are Most Prominent?
Price?
Return of Investment?
Savings?
Confidential Joe Orlando 42

43. Thankyou!
EVERY action should start with…
“WHY SHOULD A CUSTOMER CARE?!”
If it takes more than one minute to say
– you aren’t there yet.
Confidential Joe Orlando 43