Running Rugby Conference Unleash Your Brand

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No one can escape the influence of BRANDS they are the emblems of a global economy. The secret of strong BRANDS - develop BRANDS which exhibit admirable human qualities and stand for something.

Transcript of Running Rugby Conference Unleash Your Brand

  • Unleashing Your Brand!EFFECTIVECOMMERCIALPARTNERSHIPS
  • Why Brand?! Short cut to purchase! Perceived value appreciates price points and prot! Generate tangible value!EFFECTIVECOMMERCIALPARTNERSHIPS
  • Distinct Impressions!EFFECTIVECOMMERCIALPARTNERSHIPS
  • Five Best Practices of Great Brands! Develop and deliver the brand promise! Create a sense of community! Clear ownership of a distinct position! Commitment to internal branding for employeeengagement! Culture of improvement and innovation!EFFECTIVECOMMERCIALPARTNERSHIPS
  • Three Attributes of Great Brands!Built from a singlegreat idea(e.g., Starbucks as a thirdplace after home and work)Hold true to their corepurpose and values(e.g., Las Vegas cashing in onthe core promise)Employ brand as thecentral organizingprinciple of the business(e.g., Harley-Davidson building anatural brand community).EFFECTIVECOMMERCIALPARTNERSHIPS
  • Moments of Truth!EFFECTIVECOMMERCIALPARTNERSHIPS
  • Customer Experience Management! The experience is the product! Every interact matters! CEM is about identifying moments of truth ! Ensuring brand delivery across all touch points! Brand experiences are individual!EFFECTIVECOMMERCIALPARTNERSHIPS
  • Focus on Rational & Emotional!measure & enhance both dimensions of loyalty andadvocacy.!!HEART aka The Emotional! They know me! They value me! They listen to me! They share my values! This is how it makes me feel!ROI OF CEM!5% increase in retention = 25-95% increase in prots!EFFECTIVECOMMERCIALPARTNERSHIPS
  • Focus on Rational & Emotional!measure & enhance both dimensions of loyalty andadvocacy.!!HEAD aka The Rational! Best features! Best value! Least hassle & deciencies! This is how they execute!ROI OF CEM!5% increase in retention = 25-95% increase in prots!EFFECTIVECOMMERCIALPARTNERSHIPS
  • Align Internal & External! Its all about the Customer Experience! Make sure what you promise, you can deliver! Aligning the service model with the brand promise!!!EFFECTIVECOMMERCIALPARTNERSHIPSWhat we promise!How we say it!Who we say it to!!!How we deliver!What messages!Tools we provide!!!!Agreement!!!!internal!external!
  • Why Relationships Matter!UK Football Club Season Ticket Holder !Study Conducted During 2012-13 Season!!Conventional Wisdom: What are the drivers of theSeason Ticket Renewal Decision?! Team performance! Seat selection! Discounts over single games! Direction of the club!EFFECTIVECOMMERCIALPARTNERSHIPS
  • Why Relationships Matter!UK Football Club Season Ticket Holder !Study Results March 2013!!Actual Findings: What are the drivers of the SeasonTicket Renewal Decision?! Direction of the club! Personal relationship with club representatives! Team performance ranked 9th!EFFECTIVECOMMERCIALPARTNERSHIPS
  • Case Studies!EFFECTIVECOMMERCIALPARTNERSHIPS
  • Why Relationships Matter!UK Football Club Season Ticket Holder !Study Results March 2013!!Actual Findings: What are the drivers of the SeasonTicket Renewal Decision?! Direction of the club! Personal relationship with club representatives! Team performance ranked 9th!EFFECTIVECOMMERCIALPARTNERSHIPS TEAMUP 2013 All Rights Reserved.
  • EFFECTIVECOMMERCIALPARTNERSHIPSGREAT12345678Great8The Dolphin Stadium Great 8 guest service program is calibrated to far surpassguest expectations. Decades of careful listening and keen observation have enabledus to anticipate and address the needs of our guests before they are voiced.Our Great 8 steps to a successful event:Arrival: Roadway infrastructure designed to whisk guests in without confusionor delay.Parking: Clean, convenient and well-marked lots with a knowledgable staff whoefciently guide guests into the closest available space.Stadium Access: A welcoming staff steering guests through a day full ofmemorable experiences.Concourses: Exotic, vibrant walkways enliven the days celebration, and a myriad offood, beverage, and merchandise stands offer a fast track to indulgence.Bowl Entry: Our ushers will help manage the guest experience so they can revelin the sights and sounds; everything has been planned for the enjoyment of the guests.The Bowl: Guests are delivered a marvelous experience that will remain with themlong after their departure.Stadium Exit: Courteous guides to thank guests and assure orderly, safe departure.Parking Exodus: A well-orchestrated plan that makes certain for all an expedientpassage home.
  • EFFECTIVECOMMERCIALPARTNERSHIPSHarlequins Rugby Club engaged teamup to developthe Harlequins Heartland campaign into a long termpositioning, activating intangible brand dimensionsof home, tradition and loyalty. The objective was tocreate an idea about the brand that is independentfrom gameday performance and sustainable.Heartland Campaign
  • EFFECTIVECOMMERCIALPARTNERSHIPS
  • Unleashing Your Brand! Clearly articulating the brand promise! Building and connecting with the soccer community! Crafting a clear and distinct position! Internal branding for employee engagement! Product improvement and innovation!EFFECTIVECOMMERCIALPARTNERSHIPS
  • EFFECTIVECOMMERCIALPARTNERSHIPSThank You!!Fred Popp!founder teamup!+44(0)7588-663528 teamupco.com!