Guest Lecture - From Ideas to Actions - white notes
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Transcript of Guest Lecture - From Ideas to Actions - white notes
created by: Zane Van RooyenProper Planning Prevents Poor Performance
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.3 500 to 4 500 – daily ad messaging today.
(higher for younger consumers and increasing)
Can you remember just 3 from
yesterday ?
Driven by Awareness methods only.
Analysing the Experiential World of the Customer1
Analysing the Experiential World of the Customer1
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
- personal interviews
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
Analysing the Experiential World of the Customer1
Analysing the Experiential World of the Customer1
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.
Building the Experiential Platform2
Experience Platform
Customer Research Marketing Strategy Brand Values Touchpoint
Observations
Management Vision Simply Smart
ExAudit
Insight Research Customer World Benchmarks
Project Uau!
SuppliersSuppliersSuppliersSuppliersRetailersRetailersRetailersRetailers
Designing the Brand Experience3
Structuring the Customer Interface
4
Aligning the Internal Experience
5
Putting it simply
Sourcing ideas
Evaluating ideas
Turning ideas into strategy
Executing
Leading
4 Ways to Application
1. Smash your brand 2. 2nd Life
3. Sensory marketing 4. one2one / CRM /CEM