Keller boot camp 3 meaning
-
Upload
james-cracknell-ba -
Category
Marketing
-
view
49 -
download
0
Transcript of Keller boot camp 3 meaning
The goals of the Bootcamp• At the end of the six months
to have gone through the principles of the model
• To apply many of these to real world situations and to our own businesses
• Create a competitive advantage for your business
Brand Equity“The value that is generated directly from the buying process as stimulated by the visible or invisible connections a client has through their awareness of and trust for the brand.”
Refresh
Objectives for today
• To apply the concept of storytelling to your business• Look at ‘Critical
Quality Trees’ as a diagnostic • Getting
professional help – What Sally can do for your business
Brand Meaning“When a brand is known and has some strong, favourable and unique associations in a consumer’s memory.”
NIVEA• Maternal• Family experience• Multipurpose• Holidays• Timeless
Brand Performance5-Measures
FeaturesReliabilityEffectivenessStylePrice
What type of experience do you want your client to have with your product / service?
Brand Imagery – A Psychological connection
“THE STORIES THAT WE TELL OURSELVES AND OTHERS ARE THE
STORIES THAT WE LIVE BY.”Claire Taylor The Story Mill
Learn to tell your
storyDefine your uniqueness
and your strengths
Mirror Neurons
Story telling has been around a while
“Personal stories and gossip make up 65% of our conversations.”- Leo Widrich
https://blog.bufferapp.com/author/leo
Your perceptions matter – you experience your storyAn undisputed fact. It was November in London and the temperature was 6 degrees. “Was it a cold, dreary day in the capital?”Or“Was it an Autumnal day full of promise and opportunity in a bustling metropolis?”
What story will you tell?• Who is your
audience?
ToolsCustomer Profiles• Demographics• Psychographics• BehavioursBuild a Persona
Yes – It resonates!
Stories influence & persuadeFor what purpose are you telling this story?
• INSPIRE• BUILD TRUST• A CALL TO ARMS• TAKE AN ACTION
Your WhyBuild on what connects you to your clients.
This is your USP
Have more than oneDifferent stories for different outcomes
Pick a ‘Plum’ story• Ripe to be told• Juiciest wisdom• Sweetest insights
Your role
Hero Or Guardian
NOT the Villain
Remember your ‘Why’ and your message
AIDA
Attention – Interest – Desire – Action
Grab the attention, create tension and resolve the
story
Lose the jargonEmotional words create connections
Lead to actions
Engage the senses
• Find Your voice• Paint pictures with
words• Associated tastes
and smells• Bring in touch
Bring your story to life • Map the story
out• Practice – well
trodden path• Embed the
story into your memory
Makes you different - ClearlyYour story should • Resonate• Be able to influence• Contain your values• Be relevant
A Tool to focus on‘Quality’
Critical to Quality Tree
Gain focus • Diagram• Identify broad Critical
Customer Need• Identify ‘Quality Drivers’ of
that need• Assign ‘Performance
Requirements’ to the drivers
An Example of a Critical to Quality Tree
Good Customer Service
Waiting Time
Staff attitudes
After-sales care
NEEDQUALITY DRIVER
Physical Waiting targets
Target time it takes to answer the telephone
Target for sales process
Customers to be greeted and left to browse
Staff to be vigilant and responsive
After sales call to garner needs
Staff to take ownership of any problems
Refunds to be handles as a priority
PERFORMANCE REQUIREMENTS
To Come:3. Tuesday, 11 April 2017: Brand Response – your
client’s make judgments’ which lead to actions 4. Tuesday, 9 May 2017: Brand Resonance – Your
clients ‘LOVE’ you5. Tuesday, 13 June 2017: Bringing it all together –
Examples of great and not so great ‘Brand Equity’
How a Professional can help you craft your story