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Guest Lecture - From Ideas to Actions - white notes
- 1. Proper Planning Prevents Poor Performance created by: Zane Van Rooyen
- 2. To refresh, let’s consider - In 2007 19 000 new brands were launched globally, 350 of these are toothpaste brands alone. - Consumers are bombarded with 2 million adverts in their lifetime. That is: 8 hours, 7 days a week for 6 years. - 560 – average daily ad messaging thirty years ago. 3 500 to 4 500 – daily ad messaging today. (higher for younger consumers and increasing) Can you remember just 3 from yesterday ?
- 3. Driven by Awareness methods only.
- 9. Analysing the Experiential World of the Customer 1
- 10. Analysing the Experiential World of the Customer 1 The EX Audit The first set is to understand the current [your name here] experience. Review the full lifecycle of a customer – qualitatively & quantitatively – to analyse their experience and uncover gaps and opportunities. - documentary reviews - touchpoint observations - personal interviews Customer Insight Research Use a variety of nontraditional methods to get insights – and find inspiration. - customer shadowing (“fly on the wall”) - customer journaling (“day in the life”) - service deliveries - service innovators - role play
- 11. Analysing the Experiential World of the Customer 1
- 12. Analysing the Experiential World of the Customer 1 Benchmarking Look to other companies – across diverse industries and across the globe – to find inspiration and best practices that could be applied in your market.
- 13. Building the Experiential Platform 2 Experience Platform Customer Research Marketing Strategy Brand Values Touchpoint ExAudit Observations Management Vision Simply Smart Insight Research Customer World Benchmarks Project Uau! Retailers Suppliers
- 14. Designing the Brand Experience 3 Structuring the Customer Interface 4 Aligning the Internal Experience 5
- 15. Putting it simply Sourcing ideas Evaluating ideas Turning ideas into strategy Executing Leading
- 16. 4 Ways to Application 1. Smash your brand 2. 2nd Life 3. Sensory marketing 4. one2one / CRM /CEM