1) The document summarizes a seminar on seeing things from the consumer's perspective. It discusses how consumers have become more informed, active, and connected.
2) A key insight is that consumers define brands through their perceptions, experiences, beliefs, and feelings. Researching consumer needs alone is not enough; one must understand unconscious motivations as well.
3) The document uses the Dove "Real Beauty" campaign as an example of developing an effective campaign based on consumer insight. The insight was that most women do not consider themselves beautiful, and the brand message was that real beauty comes from within.
Cheeky Ads™ is an unique eco-friendly advertising company which specializes in an unconventional advertising methods involving the use of trained models for Body Ads or Live Mannequins.
This document discusses the value of storytelling for building brand loyalty and relationships. It argues that companies should shift from a product-centric to a people-centric focus by using stories to connect with customers on a personal level. Storytelling helps customers understand concepts, share experiences, and problem solve. It improves listening skills and allows brands and customers to co-create value. The document uses the example of how a media company shifted from being brand-oriented to service-oriented by viewing audiences as active participants. Overall, it promotes using subjective stories and metaphors to emotionally engage with customers.
Using Sports Sponsorships to Drive Revenue and Lessons LearnedNAMA
Dow Chemical Marketing VP Amy Millslagle spoke at the January 2013 Nashville Chapter-American Marketing Association luncheon on how sports sponsorships can help drive revenue.
1. The document provides an overview of Bing's strategies for search engine marketing (SEM), search engine optimization (SEO), and social media. It discusses best practices for bidding on keywords in Bing Ads and using tools like Bing Webmaster Tools.
2. Resources are highlighted for managing local listings in the Bing Business Portal and blogs that provide support for search marketing on Bing. Social media recommendations emphasize creating fresh, relevant, authoritative, and timely content.
3. The presentation concludes with a discussion around social media strategies that companies have found successful, such as engaging customers on social platforms and measuring results of campaigns.
Health Care Analytics: NAMA Health Care SIG Nov 2012NAMA
The November 2012 Nashville AMA Health Care SIG heard from three health care marketers on the value of analytics in their work. Paula Milam moderated the panel: Fred Menko, AVP of Marketing Communications at Amsurg; Merry Beth Ward, health care marketing consultant; and Lee Weinreb, VP of Strategic Communications and Program Development at Care to Care.
Understanding the Impact of Accountable Care on Marketing StrategyNAMA
The document summarizes information from a presentation given by Carol Murdock, the Chief Marketing Officer of Lumeris, to the Nashville Chapter of the American Marketing Association on May 6, 2013. The presentation discussed the history of healthcare in the United States, rising costs, and the transition to new models of accountable and value-based care driven by the Affordable Care Act. It outlined opportunities and risks for payers, providers, and hospitals in this changing landscape, and how Lumeris provides a technology platform and services to help organizations succeed with population health management and accountable care models.
How to market to people not like you Kelly McDonaldNAMA
This document discusses strategies for marketing to diverse groups of people who may be different from you. It notes that the US population is becoming increasingly diverse and less white. It encourages understanding customers' life experiences, priorities, and perspectives. Specific strategies suggested include being relevant to what customers want, knowing your target markets, recognizing different needs, relieving pain points, paying attention to trends, and helping customers rather than just selling. The goal is to make all people feel valued and understood.
1) The document summarizes a seminar on seeing things from the consumer's perspective. It discusses how consumers have become more informed, active, and connected.
2) A key insight is that consumers define brands through their perceptions, experiences, beliefs, and feelings. Researching consumer needs alone is not enough; one must understand unconscious motivations as well.
3) The document uses the Dove "Real Beauty" campaign as an example of developing an effective campaign based on consumer insight. The insight was that most women do not consider themselves beautiful, and the brand message was that real beauty comes from within.
Cheeky Ads™ is an unique eco-friendly advertising company which specializes in an unconventional advertising methods involving the use of trained models for Body Ads or Live Mannequins.
This document discusses the value of storytelling for building brand loyalty and relationships. It argues that companies should shift from a product-centric to a people-centric focus by using stories to connect with customers on a personal level. Storytelling helps customers understand concepts, share experiences, and problem solve. It improves listening skills and allows brands and customers to co-create value. The document uses the example of how a media company shifted from being brand-oriented to service-oriented by viewing audiences as active participants. Overall, it promotes using subjective stories and metaphors to emotionally engage with customers.
Using Sports Sponsorships to Drive Revenue and Lessons LearnedNAMA
Dow Chemical Marketing VP Amy Millslagle spoke at the January 2013 Nashville Chapter-American Marketing Association luncheon on how sports sponsorships can help drive revenue.
1. The document provides an overview of Bing's strategies for search engine marketing (SEM), search engine optimization (SEO), and social media. It discusses best practices for bidding on keywords in Bing Ads and using tools like Bing Webmaster Tools.
2. Resources are highlighted for managing local listings in the Bing Business Portal and blogs that provide support for search marketing on Bing. Social media recommendations emphasize creating fresh, relevant, authoritative, and timely content.
3. The presentation concludes with a discussion around social media strategies that companies have found successful, such as engaging customers on social platforms and measuring results of campaigns.
Health Care Analytics: NAMA Health Care SIG Nov 2012NAMA
The November 2012 Nashville AMA Health Care SIG heard from three health care marketers on the value of analytics in their work. Paula Milam moderated the panel: Fred Menko, AVP of Marketing Communications at Amsurg; Merry Beth Ward, health care marketing consultant; and Lee Weinreb, VP of Strategic Communications and Program Development at Care to Care.
Understanding the Impact of Accountable Care on Marketing StrategyNAMA
The document summarizes information from a presentation given by Carol Murdock, the Chief Marketing Officer of Lumeris, to the Nashville Chapter of the American Marketing Association on May 6, 2013. The presentation discussed the history of healthcare in the United States, rising costs, and the transition to new models of accountable and value-based care driven by the Affordable Care Act. It outlined opportunities and risks for payers, providers, and hospitals in this changing landscape, and how Lumeris provides a technology platform and services to help organizations succeed with population health management and accountable care models.
How to market to people not like you Kelly McDonaldNAMA
This document discusses strategies for marketing to diverse groups of people who may be different from you. It notes that the US population is becoming increasingly diverse and less white. It encourages understanding customers' life experiences, priorities, and perspectives. Specific strategies suggested include being relevant to what customers want, knowing your target markets, recognizing different needs, relieving pain points, paying attention to trends, and helping customers rather than just selling. The goal is to make all people feel valued and understood.
The document provides guidance on how to generate positive word of mouth for a brand. It discusses how consumers are more discriminating with their time and seek out opinions from others. The key is to create experiences that are meaningful and salient for consumers so that they are inclined to talk about the brand. The document recommends utilizing the eight engines of conversational capital, which include rituals, myths, icons, and tribalism, to amplify consumers' experiences with a brand. This helps make the brand part of consumers' conversations and increases its value through positive word of mouth recommendations.
The document discusses what makes a brand remarkable. It emphasizes that a remarkable brand has a clear vision, mission, and values that are consistently communicated internally to employees and externally to customers. It stresses the importance of creating a unique culture and customer experience that are aligned with the brand promise. The lessons highlight that remarkable brands focus on long-term goals over short-term profits, empower employees, cultivate customer loyalty, and measure success based on customer and employee satisfaction rather than just financial metrics.
This document discusses how to build a sacred brand through nine building blocks: 1) having a clear vision and purpose, 2) defining what makes the brand superior, 3) fostering a sense of community among followers, 4) spreading the brand's message through evangelists, 5) using rituals to intensify the brand experience, 6) telling captivating stories, 7) creating moments that make the brand exceptional, 8) developing symbols to represent sustainability efforts, and 9) selecting touchpoints to engage with followers. The goal is to build brands that are as powerful, long-lasting and able to influence behavior as major world religions.
This document discusses an alternative to traditional advertising called Communication Through Product (CTP). It proposes that companies invest marketing budgets in product design and innovation rather than advertising, allowing the product to communicate the brand through its attributes. CTP is presented as a more credible "pull" strategy that satisfies consumer demands for relevant information. Examples are given of companies that achieved success by focusing on distinctive product design. Guidelines for CTP include precise market research, investing in designers, developing a coherent brand identity, and improving the unique selling propositions of products.
Social Business Manifest that describes how Social Media and Social Networking is changing business rapidly. Change & Transition Management. Reset and rethink business. How to embrace the social revolution.
Why Corporations Will Save The World (with help from Creative Agencies)Trevor Bennett Grant
Why corporations will save the world with a little help from creative agencies
Answer: in order to to save themselves from losing relevance and preference with consumers.
WE ARE Pi co-founder Alex Bennett Grant and Strategy Director Jessica Perri present a vision for how corporations will save the world and themselves by adopting brand purpose that benefits the world as a differentiator in order to engage Millennial consumers. Bennett Grant and Perri address the topic with a proposition based on three pillars: Culture, Future, Good.
Culture: How sustainable is brand communication that leverages popular culture and memes to borrow equity and become salient with consumers in a social era? Some brands realise this approach has its limits and are instead opting for leveraging brand purpose based on social and societal good. Is this a winning strategy for large corporate brands?
Future: what are the new ways to organising a corporation and its brand to stay competitive as markets are flooded with newer, nimble competition founded with brand purpose and usefulness at their core? In an era of 21st century ’Benefit Corporations’, will the 20th century mass market corporate dinosaurs evolve by disrupting their own models, or die at the hands of dwindling relevance?
Good: how can placing social and societal benefit be applied as a brand differentiator, not only for the younger corporations, but the big slow older brands too? How can creative agencies the world over help nurture and educate corporate clients to think differently about ways in which they can stay relevant, by reflecting their consumers millennial values and desire to purchase brand purpose with their products?
This presentation is a call to arms for marketers and agencies to join the conversation in an effort to create a RACE FOR GOOD among corporate brands
How to survive the future of marketing - Keynote at RODIRECTMichael Leander
The document outlines 7 things needed to survive the future of marketing including having a short attention span, understanding where audiences are overwhelmed with information, and how to cut through the clutter to reach them in an authentic and meaningful way. It also discusses the importance of listening to audiences and gaining customer insights to provide relevant experiences across channels.
Social Light is a social media marketing company that specializes in creating targeted campaigns across platforms like Instagram, YouTube, Twitter, Facebook and LinkedIn to increase brand recognition and loyalty. Their mission is to provide globally competitive marketing services at affordable prices and spearhead new age marketing in Africa. They help businesses increase their market share and brand recognition by streamlining content, focusing on quality over quantity, and engaging customers in conversations to provide a richer experience and improve brand loyalty. Social Light also provides analyzed feedback to help clients better understand what customers think of their brand.
Big Fuel delivers guaranteed and measurable consumer engagement for major brands. The presentation discusses how brands can use content marketing to engage consumers by focusing on people stories rather than just product stories. It recommends using content across an engagement spectrum from helpful to entertaining, with an engagement point that bridges people stories and product stories. The presentation provides tips on knowing the audience, creating relevant content, and being useful to drive engagement and explores whether to build content internally or acquire existing content.
Target marketing presentation for Seedspot clients, presented in 2012. Helps startups focus on where to invest their time and energy. Exercises help early stage entrepreneurs think about the marketing strategies and sales strategies. Goal, find the buyer! Nothing happens until something is sold.
1) Branding concepts focus on creating an iconic product design that engages consumers emotionally and creates brand loyalty. The product experience becomes a vehicle for the overall brand experience.
2) SPELT (Social, Political, Economic, Legal and Technological) factors influence both individuals and organizations and their needs. The exchange process between their needs drives business growth and profits.
3) Successful brands like Nike and Diesel have created strong brand tribes by developing rituals, practices and identities that their loyal followers embrace. They have transformed their brands into ways of living.
Don’t just ask what your supporters can do for you gary hancock - customer ...iof_events
The document provides guidance on developing a proactive customer care strategy. It outlines a 5-step process: 1) gain customer insights, 2) determine a customer experience vision, 3) review internal processes, people and technology, 4) develop a strategic plan, and 5) implement and measure impact. Key recommendations include focusing on reducing customer effort, prioritizing frequent transactions, having a single customer view, and demonstrating quick wins to gain support for sustainable change. The overall aim is to protect and increase customer value by making it easy for customers through proactive engagement and care.
Connecting with the Fluid Consumer: iStrategy 2012Critical Mass
This document discusses how brands must adapt to changing consumer behaviors and expectations. It outlines four trends in consumer behavior: consumers want immediate satisfaction of needs; seek contextual, easy-to-understand information; rely on aggregated data and opinions of others; and engage in collective, hive-minded behaviors. It argues that brands must shift from passive marketing to active assistance by being available wherever and whenever consumers need them. The key is providing value through serving consumers' productivity needs across their lifecycle with the brand.
eCRM class assignment.
We selected a brand and suggested how it could apply Social CRM strategies, principles and technologies to its business model in order to enhance the customer Experience and value proposition, build the brand and drive sales.
Key: Personalization.
[july 2011]
eCRM - Professor: Andrew Campbell
Master of Digital Marketing - HULT London
7 Crucial aspects to maintaining authenticity in modern marketing: dispelling...Reversed Out Creative
Unlock the secrets to modern marketing success with 7 powerful strategies at ReversedOut.com. Stay ahead in the digital landscape with expert advice and proven techniques to elevate your marketing efforts. Maximize your brand's reach, engagement, and conversions. Click now to optimize your marketing game and achieve remarkable results!
1) Brand activation involves creating marketing interactions between consumers and brands to help consumers better understand and accept brands as part of their lives.
2) It is important to emotionally connect brands with consumers at the right time, place, and way to motivate consumer commitment.
3) Benefits of brand activation include conveying positioning, supporting ad claims, increasing brand salience, and eliciting customer insights.
This document discusses the power of branding and what constitutes an authentic brand. It defines a brand as a living entity enriched over time through consistent messaging and actions. An authentic brand makes a distinctive promise, drives a compelling image consistent with that promise, and encourages competencies to deliver on the promise now and into the future. Key aspects of an authentic brand are that it is intentional, reflective of mission and values, organic, self-reinforcing, dynamic, and engaging for employees. The document provides steps for organizations to explore their brand, develop a communication strategy, and ensure alignment between their culture and brand.
The document discusses corporate identity and provides examples from CavinKare, an Indian FMCG company. It defines corporate identity as the overall image a company projects to customers, investors, and employees. It then discusses the importance of corporate identity in building a corporate persona, consumer loyalty, and business enhancement. The document summarizes CavinKare's mission to remain rooted in traditional values while innovating, and its vision to offer unique products and services to satisfy customers. It also lists some of CavinKare's brands and proposed PR activities to create and promote its corporate identity.
Building a sales oriented culture in consulting servicesGustaf Brandberg
B2B sales, especially in professional services, is not so much about SELLING as it is about BUSINESS DEVELOPMENT. If you help your customer solve their business problems, they will gladly buy services from you.
Everyone working in the consulting company needs to be aware of the customers' challenges; You need a sales oriented culture. This presentation summarizes my experience of selling consulting services and creating a sales oriented culture in consulting companies from the last 18 years.
The document discusses the importance of cultural branding during times of change. It notes that organizations are facing economic pressures and need to engage new audiences using digital platforms. To adapt, cultural institutions must have "adaptive resilience" - maintaining their core purpose while absorbing disturbances. This involves questioning current practices and defining core values. The brand must be communicated consistently across all customer touchpoints, including marketing, programming and facilities. All staff should embrace and help shape the brand to build trust with audiences during periods of change. Measuring success and driving brand consistency from senior leadership is key.
Review case studies in user experience from Apple, Toyota, Charmin, and Oakley that demonstrate how good UX separated the wins from the disastrous blunders. Then learn how to integrate these examples into your digital marketing, including services, techniques, and measurements to increase conversion, loyalty, revenue and profits.
Steven is currently Director of User Experience at GS&F, a marketing communications agency in Nashville,Tennessee. He now leads efforts to serve both internal needs and consumer experiences for brands by executing user research, product & campaign concepts, brand & consumer experience consulting, and creative direction.
The document discusses content marketing strategies for law firms. It emphasizes the importance of understanding your audience and their needs, developing relevant and valuable content, and integrating content marketing into your overall marketing strategy. Effective content marketing requires knowing what you want to say as well as what your audience wants to hear. It also involves managing your content through systems and analyzing the results.
The document provides guidance on how to generate positive word of mouth for a brand. It discusses how consumers are more discriminating with their time and seek out opinions from others. The key is to create experiences that are meaningful and salient for consumers so that they are inclined to talk about the brand. The document recommends utilizing the eight engines of conversational capital, which include rituals, myths, icons, and tribalism, to amplify consumers' experiences with a brand. This helps make the brand part of consumers' conversations and increases its value through positive word of mouth recommendations.
The document discusses what makes a brand remarkable. It emphasizes that a remarkable brand has a clear vision, mission, and values that are consistently communicated internally to employees and externally to customers. It stresses the importance of creating a unique culture and customer experience that are aligned with the brand promise. The lessons highlight that remarkable brands focus on long-term goals over short-term profits, empower employees, cultivate customer loyalty, and measure success based on customer and employee satisfaction rather than just financial metrics.
This document discusses how to build a sacred brand through nine building blocks: 1) having a clear vision and purpose, 2) defining what makes the brand superior, 3) fostering a sense of community among followers, 4) spreading the brand's message through evangelists, 5) using rituals to intensify the brand experience, 6) telling captivating stories, 7) creating moments that make the brand exceptional, 8) developing symbols to represent sustainability efforts, and 9) selecting touchpoints to engage with followers. The goal is to build brands that are as powerful, long-lasting and able to influence behavior as major world religions.
This document discusses an alternative to traditional advertising called Communication Through Product (CTP). It proposes that companies invest marketing budgets in product design and innovation rather than advertising, allowing the product to communicate the brand through its attributes. CTP is presented as a more credible "pull" strategy that satisfies consumer demands for relevant information. Examples are given of companies that achieved success by focusing on distinctive product design. Guidelines for CTP include precise market research, investing in designers, developing a coherent brand identity, and improving the unique selling propositions of products.
Social Business Manifest that describes how Social Media and Social Networking is changing business rapidly. Change & Transition Management. Reset and rethink business. How to embrace the social revolution.
Why Corporations Will Save The World (with help from Creative Agencies)Trevor Bennett Grant
Why corporations will save the world with a little help from creative agencies
Answer: in order to to save themselves from losing relevance and preference with consumers.
WE ARE Pi co-founder Alex Bennett Grant and Strategy Director Jessica Perri present a vision for how corporations will save the world and themselves by adopting brand purpose that benefits the world as a differentiator in order to engage Millennial consumers. Bennett Grant and Perri address the topic with a proposition based on three pillars: Culture, Future, Good.
Culture: How sustainable is brand communication that leverages popular culture and memes to borrow equity and become salient with consumers in a social era? Some brands realise this approach has its limits and are instead opting for leveraging brand purpose based on social and societal good. Is this a winning strategy for large corporate brands?
Future: what are the new ways to organising a corporation and its brand to stay competitive as markets are flooded with newer, nimble competition founded with brand purpose and usefulness at their core? In an era of 21st century ’Benefit Corporations’, will the 20th century mass market corporate dinosaurs evolve by disrupting their own models, or die at the hands of dwindling relevance?
Good: how can placing social and societal benefit be applied as a brand differentiator, not only for the younger corporations, but the big slow older brands too? How can creative agencies the world over help nurture and educate corporate clients to think differently about ways in which they can stay relevant, by reflecting their consumers millennial values and desire to purchase brand purpose with their products?
This presentation is a call to arms for marketers and agencies to join the conversation in an effort to create a RACE FOR GOOD among corporate brands
How to survive the future of marketing - Keynote at RODIRECTMichael Leander
The document outlines 7 things needed to survive the future of marketing including having a short attention span, understanding where audiences are overwhelmed with information, and how to cut through the clutter to reach them in an authentic and meaningful way. It also discusses the importance of listening to audiences and gaining customer insights to provide relevant experiences across channels.
Social Light is a social media marketing company that specializes in creating targeted campaigns across platforms like Instagram, YouTube, Twitter, Facebook and LinkedIn to increase brand recognition and loyalty. Their mission is to provide globally competitive marketing services at affordable prices and spearhead new age marketing in Africa. They help businesses increase their market share and brand recognition by streamlining content, focusing on quality over quantity, and engaging customers in conversations to provide a richer experience and improve brand loyalty. Social Light also provides analyzed feedback to help clients better understand what customers think of their brand.
Big Fuel delivers guaranteed and measurable consumer engagement for major brands. The presentation discusses how brands can use content marketing to engage consumers by focusing on people stories rather than just product stories. It recommends using content across an engagement spectrum from helpful to entertaining, with an engagement point that bridges people stories and product stories. The presentation provides tips on knowing the audience, creating relevant content, and being useful to drive engagement and explores whether to build content internally or acquire existing content.
Target marketing presentation for Seedspot clients, presented in 2012. Helps startups focus on where to invest their time and energy. Exercises help early stage entrepreneurs think about the marketing strategies and sales strategies. Goal, find the buyer! Nothing happens until something is sold.
1) Branding concepts focus on creating an iconic product design that engages consumers emotionally and creates brand loyalty. The product experience becomes a vehicle for the overall brand experience.
2) SPELT (Social, Political, Economic, Legal and Technological) factors influence both individuals and organizations and their needs. The exchange process between their needs drives business growth and profits.
3) Successful brands like Nike and Diesel have created strong brand tribes by developing rituals, practices and identities that their loyal followers embrace. They have transformed their brands into ways of living.
Don’t just ask what your supporters can do for you gary hancock - customer ...iof_events
The document provides guidance on developing a proactive customer care strategy. It outlines a 5-step process: 1) gain customer insights, 2) determine a customer experience vision, 3) review internal processes, people and technology, 4) develop a strategic plan, and 5) implement and measure impact. Key recommendations include focusing on reducing customer effort, prioritizing frequent transactions, having a single customer view, and demonstrating quick wins to gain support for sustainable change. The overall aim is to protect and increase customer value by making it easy for customers through proactive engagement and care.
Connecting with the Fluid Consumer: iStrategy 2012Critical Mass
This document discusses how brands must adapt to changing consumer behaviors and expectations. It outlines four trends in consumer behavior: consumers want immediate satisfaction of needs; seek contextual, easy-to-understand information; rely on aggregated data and opinions of others; and engage in collective, hive-minded behaviors. It argues that brands must shift from passive marketing to active assistance by being available wherever and whenever consumers need them. The key is providing value through serving consumers' productivity needs across their lifecycle with the brand.
eCRM class assignment.
We selected a brand and suggested how it could apply Social CRM strategies, principles and technologies to its business model in order to enhance the customer Experience and value proposition, build the brand and drive sales.
Key: Personalization.
[july 2011]
eCRM - Professor: Andrew Campbell
Master of Digital Marketing - HULT London
7 Crucial aspects to maintaining authenticity in modern marketing: dispelling...Reversed Out Creative
Unlock the secrets to modern marketing success with 7 powerful strategies at ReversedOut.com. Stay ahead in the digital landscape with expert advice and proven techniques to elevate your marketing efforts. Maximize your brand's reach, engagement, and conversions. Click now to optimize your marketing game and achieve remarkable results!
1) Brand activation involves creating marketing interactions between consumers and brands to help consumers better understand and accept brands as part of their lives.
2) It is important to emotionally connect brands with consumers at the right time, place, and way to motivate consumer commitment.
3) Benefits of brand activation include conveying positioning, supporting ad claims, increasing brand salience, and eliciting customer insights.
This document discusses the power of branding and what constitutes an authentic brand. It defines a brand as a living entity enriched over time through consistent messaging and actions. An authentic brand makes a distinctive promise, drives a compelling image consistent with that promise, and encourages competencies to deliver on the promise now and into the future. Key aspects of an authentic brand are that it is intentional, reflective of mission and values, organic, self-reinforcing, dynamic, and engaging for employees. The document provides steps for organizations to explore their brand, develop a communication strategy, and ensure alignment between their culture and brand.
The document discusses corporate identity and provides examples from CavinKare, an Indian FMCG company. It defines corporate identity as the overall image a company projects to customers, investors, and employees. It then discusses the importance of corporate identity in building a corporate persona, consumer loyalty, and business enhancement. The document summarizes CavinKare's mission to remain rooted in traditional values while innovating, and its vision to offer unique products and services to satisfy customers. It also lists some of CavinKare's brands and proposed PR activities to create and promote its corporate identity.
Building a sales oriented culture in consulting servicesGustaf Brandberg
B2B sales, especially in professional services, is not so much about SELLING as it is about BUSINESS DEVELOPMENT. If you help your customer solve their business problems, they will gladly buy services from you.
Everyone working in the consulting company needs to be aware of the customers' challenges; You need a sales oriented culture. This presentation summarizes my experience of selling consulting services and creating a sales oriented culture in consulting companies from the last 18 years.
The document discusses the importance of cultural branding during times of change. It notes that organizations are facing economic pressures and need to engage new audiences using digital platforms. To adapt, cultural institutions must have "adaptive resilience" - maintaining their core purpose while absorbing disturbances. This involves questioning current practices and defining core values. The brand must be communicated consistently across all customer touchpoints, including marketing, programming and facilities. All staff should embrace and help shape the brand to build trust with audiences during periods of change. Measuring success and driving brand consistency from senior leadership is key.
Similar to Word of Mouth From Customer Insights (20)
Review case studies in user experience from Apple, Toyota, Charmin, and Oakley that demonstrate how good UX separated the wins from the disastrous blunders. Then learn how to integrate these examples into your digital marketing, including services, techniques, and measurements to increase conversion, loyalty, revenue and profits.
Steven is currently Director of User Experience at GS&F, a marketing communications agency in Nashville,Tennessee. He now leads efforts to serve both internal needs and consumer experiences for brands by executing user research, product & campaign concepts, brand & consumer experience consulting, and creative direction.
The document discusses content marketing strategies for law firms. It emphasizes the importance of understanding your audience and their needs, developing relevant and valuable content, and integrating content marketing into your overall marketing strategy. Effective content marketing requires knowing what you want to say as well as what your audience wants to hear. It also involves managing your content through systems and analyzing the results.
The document discusses creating and communicating a brand for Healthways. It defines what a brand is and explains that Healthways aims to transition all of its product brands and services under a single Healthways master brand. This will help Healthways broaden its awareness beyond disease management and represent its full spectrum of health support offerings. The document outlines Healthways' brand architecture and provides examples of how it will communicate the new Healthways brand through its website, internal communications, television, print materials, office branding, and more.
Janet miller - Leveraging The Music City BrandNAMA
This document discusses leveraging Nashville's "Music City" brand for economic development purposes. It provides context on Nashville's economic development strategies, including business recruitment, expansion, entrepreneurship, and product improvement. Specific marketing methods are outlined, including targeting key industries, consultants, media outlets, and leveraging Nashville's reputation through events and as a creative, musical city. Emphasis is placed on peer-to-peer marketing and leveraging Nashville's authentic "Music City" identity to attract businesses and talent.
This document provides information about using YouTube and Flickr for social media purposes. It lists the URLs for the Greater Phoenix and Loudoun, VA YouTube and Flickr pages as examples. It then outlines several learning objectives about using YouTube and Flickr as part of an overall marketing plan, only using them if sufficient content exists, how to set them up and track views. Tips are provided for content approach, profiles, tags and reviews. Statistics about video uploads and views on YouTube and photos archived on Flickr are also listed.
Molly Cate & Kristen Hayner - The E Campaign, 1/9/08NAMA
This document discusses how to maximize a message on the web through an effective e-campaign. It outlines 8 steps to build an online campaign: 1) Define clear and measurable goals, 2) Assess the online landscape, 3) Build a focused message, 4) Know communication options like websites and blogs, 5) Create a strategic plan, 6) Build a campaign team, 7) Measure results, and 8) Remain flexible. It emphasizes being candid, transparent, and interactive online to engage audiences and counter any opposition. The presentation provides tips on leveraging different online tools and cautions against underestimating opponents' online impact.
This document discusses research into how consumers view and define healthcare quality. Focus groups found that quality questions specific to conditions like cancer and heart disease were most useful, while general quality questions were received mixed. Consumers wanted questions around outcomes, safety, experiences of others, and new advances. Healthcare organizations should provide both summary quality information as well as more detailed condition-specific data to best meet different consumer needs. Specific quality web pages had higher engagement than general pages.
Rahn Huber - Market Research On A Shoestring, 4/2/08NAMA
This document summarizes Rahn Huber's presentation on free or almost free business information sites. The presentation provides a list of blogs, company data sources, databases, news stories, government information, industry data, libraries, marketing sources, portals, RSS feeds, resources for starting a new business, and sources for white papers and best practices - all of which can be used to conduct market research on a limited budget. Huber encourages developing a research plan before beginning and utilizing the citations and sources listed on free sites. The presentation aims to showcase the many free online resources available for business information and market research.
Jan Thompson, Vice President of Marketing Communications at Nissan North America, gave a presentation to the Nashville AMA on May 2, 2007 about transforming marketing models. The presentation discussed how technology is accelerating change, the concept of the "long tail" and how it is impacting costs. It also compared traditional mass media focused marketing models to new transformed models that embrace detailed consumer insights, media meshing and peer networking. Thompson argued that shifting to the new transformed model would help advertising realize greater value for advertisers, content providers and agencies.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
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How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...Aleksey Savkin
The Strategy Implementation System offers a structured approach to translating stakeholder needs into actionable strategies using high-level and low-level scorecards. It involves stakeholder analysis, strategy decomposition, adoption of strategic frameworks like Balanced Scorecard or OKR, and alignment of goals, initiatives, and KPIs.
Key Components:
- Stakeholder Analysis
- Strategy Decomposition
- Adoption of Business Frameworks
- Goal Setting
- Initiatives and Action Plans
- KPIs and Performance Metrics
- Learning and Adaptation
- Alignment and Cascading of Scorecards
Benefits:
- Systematic strategy formulation and execution.
- Framework flexibility and automation.
- Enhanced alignment and strategic focus across the organization.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
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https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
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The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
4. A bit about me:
Jan 2008 – Started in ZCLT as phones rep
Joined Zappos Insights August 2009 (Have
grown tours to over 1200 visitors/month)
August 2011 moved into Culture Evangelist
position with a focus on speaking/presenting
Love sharing Zappos Family Culture with the
world!
5. A bit about Zappos:
July 1998– Started as shoesite.com (Initial focus was
selection of products)
July 1999 – Renamed Zappos.com
Added a focus on the customer experience (Stopped
Drop-Shipping and took on inventory/shipping in
2001)
February 2006 - Defined Core Values
Committed to Delivering Happiness to the world!
9. What is: Company Culture
—n
The attitudes, feelings, values, and
behavior that characterize and inform a
group and its members
From www.dictionary.com
12. Zappos Family: Core Values
1. Deliver WOW through Service
2. Embrace and Drive Change
3. C r e a t e F u n a n d A L i t t l e We i r d n e s s
4. Be Adventurous, Creative and Open -Minded
5. Pursue Growth and Learning
6. Build Open & Honest Relationships
with Communication
7. B u i l d a P o s i t i v e Te a m a n d Fa m i l y S p i r i t
8. Do More With Less
9. Be Passionate and Determined
10 Be Humble
12
13. By Definition: Service
—n
The act or manner of serving guests,
customers, etc, in a shop, hotel,
restaurant, etc
From www.dictionary.com
14. By Definition: WOW Service
—V
1. To do service in a way that is
unconventional and innovative.
2. To give service that is above and
beyond what’s expected
15. What customers see first
• 24/7 1-800 number on
every page
• Free shipping
• Free return shipping
• 365-day return policy
15
16. • Fast, accurate fulfillment
• Surprise your customers
• Create WOW
• Friendly, helpful “above and beyond” customer service
• Don’t have it? Assist them with finding it elsewhere
16
22. • Inspire employee happiness & engagement.
• A sense of ownership and pride.
• A workforce who make business decisions based on
our core vales.
• A team who is willing to do what’s right for our
customers and our company.
22
24. Customers come back,
Customers come Customers come back,
order more often and
back… order more often…
order more…
On any given Repeat
day, approx. Repeat customers
75% of customers have higher
purchases are order >2.5x avg. order size
from returning per year vs. 1st time
customers customers
24
25. Why focus on the experience?
Repeat Customers
Word of Mouth Marketing
Solid Brand Identity
Focus on Culture initiatives
27. Support Company Initiatives:
Customer
Service
Clothing Community
AWARENESS PERCEPTION ACTION
Sharing our Share the Increase customer
culture through benefits of a affinity for our
Blogs, videos strong culture – brand and
and Social the value it encourage return
interactions that provides our shopping for the
make people customers and happy
smile other businesses. experience.
28. Support Company Initiatives:
Culture
Clothing Community
AWARENESS PERCEPTION ACTION
Enable Help customers Encourage
customers to with helpful shopping for the
share customer content– a experience just as
service reminder that we much, if not more,
experiences. are always here than for the
to help. product.
29. Support Company Initiatives:
Customer
Culture
Service
Community
AWARENESS PERCEPTION ACTION
Amplify Create positive Move our
messaging of sentiment customers to buy
breadth of around our with helpful,
product to our brand that is engaging content
fans connectable for and enable them
customers. to share that
experience with
others.
30. Support Company Initiatives:
Customer
Culture
Service
Clothing
AWARENESS PERCEPTION ACTION
Spread the word Develop a Inspire
about our natural engagement
emerging connection based on an
communities between the ethical connection
and support of brand and with the brand.
local community community
efforts. involvement.
Even with a focus on culture and allowing culture to drive all decisions, the growth has been pretty good!
Dictionary definition of Culture -
The office is decorated to show off our personalities! Each person’s space is theirs to decorate as they want. The cube walls are low, so it is very open for communication/collaboration
What it really comes down to is smiling faces. People who are more than just ‘co-workers’. It also means that people’s passion for different things will not be overlooked (the Zappos Family album is an example of that – one person was passionate enough to present the idea, then took the idea and made it a reality…)
Our Zappos Family Core ValuesNotice that the word ‘Customer’ does not appear in the values. The service needs to go in 360 degrees
Dictionary definition of service
My definition of WOW service
You never get a second chance to make a first impression. What our customers see first impacts their decision to connect with our culture more strongly than any other moment we could create. Our website is constantly evolving as we improve the customer’s first experience, but we always maintain our focus on customer service.
How our customers interact with us, via our website or the contact center is vital. Whether they are shopping without our assistance or with the help of our customer loyalty team members, we ensure fast, accurate delivery of all merchandise ordered, provide surprises (like overnight shipping upgrades for free) as often as possible, and always go above and beyond to do the right thing for our customers.
Lets take a look at the Customer-Service WOW tools: Team members are not scripted. This allows the personality of the team member to shine through the conversation. It also removes the feeling that reps are giving ‘the company line’ or are robotic.
Along with having no scripts or rebuttals to read, reps are asked to help customers. There is no list of ‘right or wrong’ resolutions, if it makes sense to the rep for THAT customer and THAT situation, their decision is the right decision.
The job is to ask “How can I help You?” and mean it.
Reps are given the freedom of time to be themselves and talk as long as they need to. Can anyone guess what the longest call was in ZCLT? – 8 Hours!But the average talk time is under 5 minutes, so even without the limitations the calls remain reasonable in length.This also helps to build the last WOW tool we’ll talk about today….
We do this with a variety of tools – most of which are “beyond the moment” experiences. While we can do all kinds of things to build bridges during our conversations, like talk about hometowns, weather, and pick up on environmental queues that aide in conversation starting, what really brings the WOW are the things all our team members are empowered to do AFTER the call ends.We send flowers, cookies, Jones’ soda. We send thank you cards, happy birthday messages, WOW packages, culture books. We follow-up and call customers back to see how their order was received. We send personalized videos. All of these things, by the way, were conceived of by our team members as they took it upon themselves to discover and promote new ways to WOW with service.
It’s not easy to find just the right seeds and there’s quite a bit of work involved in preparing and tending a healthy garden, but the harvest is well worth it. Our team is…. A family. We are a group of folks who truly feel personally engaged, empowered and know we each contribute to something greater –making a difference. We are aligned by our values and we put service above everything else. Our customers gain the most as we strive to create the very best, most enjoyable and most memorable experiences for them each time they connect with us, however they choose to.
And, of course, what our customers become is REPEAT CUSTOMERS! Our repeat customer statistics are staggering. 75% of all purchases are from returning customers. So what’s it all add up to? Happiness. Delivered. We’ve worked really hard to develop a place that people want to come to, want to work in, feel great about, take pride in and truly enjoy and a place where folks want to visit, shop at, and come back to, over and over again.
Our Zappos Family Core Values – How we defined OUR culture
Our Zappos Family Core Values – How we defined OUR culture
Our Zappos Family Core Values – How we defined OUR culture
Our Zappos Family Core Values – How we defined OUR culture
Our Zappos Family Core Values – How we defined OUR culture
Our Zappos Family Core Values – How we defined OUR culture