Integrate your customer
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This document discusses how brands can successfully integrate their customers. It suggests that in today's age of the customer, organizations must focus first and foremost on winning, serving, and retaining customers in order to survive. The document also questions what the wine industry can do to integrate customers. It provides examples of a regional wine advisor mobile application that allows users to search for wines and wineries based on location, price, type, varietals and more.
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Integrate your customer
- 8. How have these brands successfully integrated their customer?
- 15. How have these brands successfully integrated their customer?
- 16. What can the wine industry do?
- 18. #DWCC #DWCC14 #shoutout #favorite #discovery #winelover #selfie #vindredi
- 19. Regional Wine Advisor Near me now > Regional highlights > Itineraries & tours > Join our wine club > Meet the winemakers > Wines > Favorites > Notes > Buy >
- 20. Near me now > Regional highlights > Itineraries & tours > Find #winelovers > Meet the winemakers > Wines > < Home Wines Proximity Current location > Price Any price > Type Red (white, rosé) > Special blends Any > Local Varietals Chasselas > SEARCH Regional Wine Advisor
- 24. Jennifer Burke 9068Creative.com In the age of the customer, only organizations that focus on first and foremost on winning, serving, and retaining customers will survive. –Forrester, 2013 #DWCC1 4
Editor's Notes
- My topic today is “integrate”. When I started preparing this presentation, I has different angles: I thought that I could present …about integrating content into communications …about integrating online and offline efforts. …about integrating business, technology, and marketing strategies … Well, I decided to present something a bit different. Something that I believe ties everything together. I hope you like it.
- How have th Their customer voice. Quite literally. …with branded content. …with content in context created by customers. …with crowdfunding and crowdsourcing. …with live customer experience.
- This video crossed my radar one day as I had my head in my computer. It was about Switzerland…I clicked. (Other than the catchy, upbeat tune, I was captivated by the idea). Rent a car equipped with all the equipment you need. Discover your favorite road. Add YOUR story. Share it.
- This campaign ran from May to October this year: To date: MAZDA’s Voila ma Suisse campaign: Has over 165 audience-created videos (the ones who survived the cut) Over 1.1 million views in it’s YouTube channel And more than 270 000 visitors on the website. Emotional. Personal. Branded. Stories.
- We went to the three lakes region in Italy for a week in September. It was all quite spontaneous with very little planning. We booked an apartment we found online the night before. We got up early, got everybody’s stuff in a suitcase and everybody in a car. And away we went. We arrived, got settled in, and walked down to the plaza and wondered where we should eat.
- My husband took out his phone, loaded Trip Advisor —which discovered exactly where we were.. And asked for recommended restaurants in this area. His results were sorted by proximity and rated by … you guessed it…customers. Contextual. Relevant. Mobile. Content.
- Amanda Palmer has her own story as a musician and an artist: a story you can watch on TED.com. The message I want to emphasize is that Amanda Palmer walked away from a record label (the traditional music industry) when they said she didn’t have enough fans. She wasn’t generating enough revenue. She had only sold approximately twenty five thousand albums.
- When she was ready to launch her next album. She turned to crowd funding. She asked her audience to believe in her. She asked her audience to invest in her. She asked her audience for one hundred thousand dollars to support her project. She ended up with close to 1.2 MILLION dollars. From who? From approximately twenty five thousand fans. Ask. Give. Receive. Include.
- How have th Their customer voice. Quite literally. …with branded content. …with content in context created by customers. …with crowdfunding and crowdsourcing. …with live customer experience.
- That said, how do you even get started? Other than hiring a very-expensive agency, can YOU come up with a wine-equivalent to Mazda’s Voila ma Suisse campaign? How to you integrate your customer? I say: Collaborate. Co-operate. Co-produce. Not only your content, but also your product. Today’s consumer expects to participate. They expect to have a voice. They expect to be heard.
- Crowd funding and crowdsourcing in the wine industry: Here are some digital pioneers are doing: US wine brands Columbial Crest and La Crema wineries both created a virtual vintner experience in 2014.
- Morrisons grocer in the UK invited customers to create a preferred customer wine blend
- Naked wines is customer-funded wine business. Invest a fixed amount per month ($40, 20£). Buy wines made from the Naked wines winemaking network at wholesale prices. Morrisons has teamed up with Australian winery Rosemount Estate to crowdsource a ‘shoppers’ choice’ wine blend…
- My topic today is “integrate”. When I started preparing this presentation, I has different angles: I thought that I could present …about integrating content into communications …about integrating online and offline efforts. …about integrating business, technology, and marketing strategies … Well, I decided to present something a bit different. Something that I believe ties everything together. I hope you like it.