Viva La Evolution!Harnessing the opportunities for FS Marketers Steve Revill, Partner, Positive Momentum Ltd
Power of Marketing =    Knowledge + Evolution  Know     Know                      Know  your      your                    ...
How do they make        Why do you trust   you feel?                them?             Which brand do               you tru...
Image credit: Mark Evans, via blog.thefurnituremarket.co.uk
Know your customer: key takeaways   Constantly look for     Use the voice of     new ways to           the customer to   d...
Power of Marketing =    Knowledge + Evolution   Know     Know                      Know  your      your                  ...
Image credit: Wikipedia/lazunov.deviantart.com
Top marks for service
Service + Trust = Competitive Threat     Hi                          Threat of                            new             ...
Market response planningBrand               How easy    Impact   Response?                    (H/M/L)    (H/M/L)AmazonM&SF...
Know your market: key takeaways    Keep your market          Look for      radar on and          competitive    pointing t...
Power of Marketing =    Knowledge + Evolution   Know     Know                      Know  your      your                 ...
Image credit: Wikipedia
Why does your team exist? What is your fundamentalcommercial purpose TODAY?Generate     Market                           E...
Why does your team exist?    What is your fundamentalcommercial purpose in 6-12 months?     ?          ?          ?
Know your self: key takeaways                           Frequently revisit  Know what you are                             ...
Power of Marketing =    Knowledge + Evolution    Know     Know                      Know  your      your               ...
Know your               Know your                Knowcustomer                 market                 yourself  Constantly ...
“It is not the strongest ofthe species that survives,nor the most intelligentthat survives. It is the onethat is the mosta...
Thank you and enjoy the rest of the day!     steve.revill@positivemomentum.com      @steve_revill     www.linkedin.com/in/...
Viva La Evolution! (Final)
Viva La Evolution! (Final)
Viva La Evolution! (Final)
Viva La Evolution! (Final)
Viva La Evolution! (Final)
Viva La Evolution! (Final)
Viva La Evolution! (Final)
Viva La Evolution! (Final)
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Viva La Evolution! (Final)

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Highly interactive Financial Services Marketing workshop run as part of the Chartered Institute of Marketing\'s Northern Conference in Manchester on May 22nd 2012. The session challenged marketers to evolve the way they think about gathering and applying knowledge of their customer, market and self. Explores linkages between trust and customer service.

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Viva La Evolution! (Final)

  1. 1. Viva La Evolution!Harnessing the opportunities for FS Marketers Steve Revill, Partner, Positive Momentum Ltd
  2. 2. Power of Marketing = Knowledge + Evolution Know Know Know your your yourselfcustomer market
  3. 3. How do they make Why do you trust you feel? them? Which brand do you trust? What is their What would makecustomer service you stop trusting like? them?
  4. 4. Image credit: Mark Evans, via blog.thefurnituremarket.co.uk
  5. 5. Know your customer: key takeaways Constantly look for Use the voice of new ways to the customer to deepen trust with amplify your your customers message For every project, ask “what is the impact on customer trust”
  6. 6. Power of Marketing = Knowledge + Evolution  Know Know Know your your yourselfcustomer market
  7. 7. Image credit: Wikipedia/lazunov.deviantart.com
  8. 8. Top marks for service
  9. 9. Service + Trust = Competitive Threat Hi Threat of new entrant?CustomerService Lo Lo Trust Hi
  10. 10. Market response planningBrand How easy Impact Response? (H/M/L) (H/M/L)AmazonM&SFirst DirectJohn LewisVirgin (Holidays)Saga (Holidays)Boots ? ? ?
  11. 11. Know your market: key takeaways Keep your market Look for radar on and competitive pointing the right threats in unusual way places Regularly review and update market response plans
  12. 12. Power of Marketing = Knowledge + Evolution  Know Know Know your your yourselfcustomer market
  13. 13. Image credit: Wikipedia
  14. 14. Why does your team exist? What is your fundamentalcommercial purpose TODAY?Generate Market Execute Increase sales? leads? research? campaigns? Contribute to Custodian of business the brand? strategy?
  15. 15. Why does your team exist? What is your fundamentalcommercial purpose in 6-12 months? ? ? ?
  16. 16. Know your self: key takeaways Frequently revisit Know what you are your team’s good at TODAY, and commercial purpose- constantly leverage how are you doing? Stay true to your personal and brand values
  17. 17. Power of Marketing = Knowledge + Evolution   Know Know Know your your yourselfcustomer market
  18. 18. Know your Know your Knowcustomer market yourself Constantly look for Keep your market Know what you are new ways to deepen radar on and good at TODAY, and trust with your pointing the right constantly leverage customers way Frequently revisit Use the voice of the Look for competitive your team’s customer to amplify threats in unusual commercial purpose- your message places how are you doing? For every project, Regularly review and Stay true to your ask “what is the update market personal and brand impact on customer response plans values trust”
  19. 19. “It is not the strongest ofthe species that survives,nor the most intelligentthat survives. It is the onethat is the mostadaptable to change.”Charles Darwin
  20. 20. Thank you and enjoy the rest of the day! steve.revill@positivemomentum.com @steve_revill www.linkedin.com/in/steverevill

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