Date post: | 22-Jul-2015 |
Category: |
Marketing |
Upload: | jonty-fisher |
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LEADING IN LEANER TIMES @jontyfisher
WHAT HAPPENED MY CUSTOMER?
“Only when the tide goes out do you discover who has been swimming naked” Warren Buffet
WHERE HAS THAT LEFT
MARKETERS?
Confused
Inconsistent
Nervous Disempowered
Schizophrenic Reactive
WHAT’S THE USUAL REACTION?
Spending more money pushing the same message.
This rarely works.
WHAT’S THE USUAL REACTION?
Trying to find safety in traditional quant research.
It usually isn’t the answer.
WHAT’S THE USUAL REACTION?
Stumbling through radical changes to the brand strategy, that aren’t based on true customer insights.
WHAT’S THE USUAL REACTION?
Trying to find absolute differentiation, which is
increasingly becoming incredibly difficult.
WHAT’S THE USUAL REACTION?
Less than 1 in 5 brands in the US are seen by customers as
being distinctive. Source: www.brandingstrategyinsider.com
The answer lies in simple things
ALL IS NOT
LOST
THE BRAND
GAPS
COMPANYVALUE
COMPANY OR BRAND PURPOSE
CUSTOMER MOTIVATIONS,
EMOTIONS, DRIVERS
BRAND PERFORMANCE GAP
NOT PRODUCT/SERVICE
BRAND VALUE
CUSTOMER VALUE
CULTURE
REALISED BRAND POTENTIAL
Marketing Myopia redux
Inside out versus outside in thinking
WHY IS THIS APPROACH
IMPORTANT?
Brands often seem most interested in talking about: • Who they are • What they sell • What it retails for • Their size and geographical spread • Their ownership • Who their customers are (usually in demographic terms) • Their financial performance • Their innovations/news • Their CSI projects and what they sponsor • Their social media/content marketing initiatives
WHY IS THIS APPROACH
IMPORTANT?
Contrast that with consumer priorities: • Is this brand desirable to me? • Is this a brand I will be proud to be seen with? • Is the brand well made? • Is it easy and convenient for me to get it? • Is the brand interesting? Do people talk about it? • Who speaks for the brand? Are they someone I admire? • Is the brand consistent? Do I get what I expect to get from it? • Is it easy to understand? Is choosing options easy and simple? • Is it priced right for me?
WHY IS THIS APPROACH
IMPORTANT?
Customers don’t care about brands.
They care about how
brands help them add value to - or solve a
problem - in their lives.
WHY IS THIS APPROACH
IMPORTANT?
We have a flood of content, but a crisis of context.
WHY IS THIS APPROACH
IMPORTANT?
WHERE DO WE
START? Embrace intelligent
naivety
Understand the humanity of your customer – the emotions, motivations, desires and drivers at each stage of the engagement process, to understand how to deliver personal value to that customer.
WHERE DO WE
START?
THE BRAND
GAPS
COMPANYVALUE
COMPANY OR BRAND PURPOSE
CUSTOMER MOTIVATIONS,
EMOTIONS, DRIVERS
BRAND PERFORMANCE GAP
NOT PRODUCT/SERVICE
BRAND VALUE
CUSTOMER VALUE
CULTURE
REALISED BRAND POTENTIAL
ANSWERING TWO QUESTIONS
Answer two questions: Is your brand’s proposition in alignment with your company purpose?
GOLDEN CIRCLE
WHY
HOW
WHAT What do we do?
What value to we add to our customers’ lives?
How do we do that differently?
ANSWERING TWO QUESTIONS
• 77% of consumers don’t want a relationship with a brand.
• Only 13% said increased engagement led to repeat brand preference (loyalty).
• 64% cited shared values as the primary reason for brand preference.
Source: Harvard Business Review study 2012
WHY
HOW
WHAT
ANSWERING TWO QUESTIONS
Answer two questions: Do you have a complete understanding of your customers’ engagement journey?
ANSWERING TWO QUESTIONS
DOING
FEELING
THINKING
MOMENTS OF TRUTH
INSIGHTS
BARRIERS
HOW WE WIN
HOW WE LOSE
INFORMATION REQUIREMENTS
TOOLS
AWARENESS
CONSIDERATION
COMMITMENT
REPEAT PREFERENCE
ADVOCACY
CULTURAL PRESSURES
CUSTOMER ENGAGEMENT JOURNEY TOOL
ANSWERING TWO QUESTIONS
Understand not just what your
customer does, but why they do it.
For a copy: Twitter @jontyfisher
ANSWERING TWO QUESTIONS
!!!!!!!!!!!! !!
THE BEAUTIFUL PROBLEM !
STAGES
!!DOING ![TOUCHPOINTS & ACTIONS]
!!THINKING
CUSTOMER PORTRAIT!
!!FEELING
INSIGHTS
CONSIDERATION PURCHASERESEARCH/AWARENESS POST-PURCHASE RETENTION & ADVOCACY
MOMENTS OF TRUTH
GUIDING!PRINCIPLESCLIENT: ! ! ! DATE:
What am I doing, where am I looking for information?
I feel… (emotions only)
I feel anxious, I feel excited.
Rational thinking and information needs
Fresh, actionable & leveragable
Critical points
! !!!STAGES RETENTION & ADVOCACYPOST-PURCHASEPURCHASECONSIDERATIONRESEARCH/AWARENESS
!BARRIERS!
LOSS
WIN
TOOLS
INFORMATION!REQUIRED
What stops them from moving further?
How do brands win?
How do brands fall by the wayside?
What emotions do we need to reinforce or negate? What rational cues can we exploit?
With all of this in mind, what do we need to start doing, change, or stop doing?
What you’re looking for?
Fresh insights to connect your brand to your customer in a more meaningful way, to
enable actionable, powerful changes to your marketing program.
ANSWERING TWO QUESTIONS
DELIVERING A STRATEGIC PLATFORM CULTURAL TRUTH
HUMAN TRUTH BRAND TRUTH
Strategic Platform
SOME GUIDING THOUGHTS
• More than ever, people still want to be inspired, so don’t dumb down messages.
• The familiar is even more important; rituals, and habits have renewed significance.
• Meaning matters. • Reward people, small things go a long way. • People love a good deal, but don’t want to
feel cheap.
SOME GUIDING THOUGHTS
Be human.
SOME GUIDING THOUGHTS
Be relevant.
SOME GUIDING THOUGHTS
Be interesting.
“We live in a world filled with technology and connections and ideas yet one that, in so many ways and places, remains unexciting for such long stretches. On reflection, so many of the situations we
find ourselves in are routine. Catching a plane is boring once you’ve done it a few times. Commuting is boring. Work cultures are
uninspiring. Most of the advertising we see is boring.
As Susan Ertz once observed, ‘Millions long for immortality who don’t know what to do with themselves on a rainy Sunday
afternoon.’
After all, as human beings, we long for things that catch our eye. We will find time to do things that make our hearts beat faster. We live for
what makes us feel alive. We want to be inspired by purpose.”
“So rather than spend all that time noodling brand opinions and agonizing over the largely irrelevant nuance of ‘difference’ between our
brand and the competition, we should be spending far more time thinking about what people are interested in.”
Martin Weigel
THANKS FOR LISTENING
@jontyfisher