Running Rugby Conference Unleash Your Brand

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Unleashing Your Brand EFFECTIVE COMMERCIAL PARTNERSHIPS

description

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

Page 1: Running Rugby Conference Unleash Your Brand

Unleashing Your Brand!

EFFECTIVE COMMERCIAL PARTNERSHIPS

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Why Brand?!

•  Short cut to purchase!•  Perceived value appreciates price points and profit!•  Generate tangible value!

EFFECTIVE COMMERCIAL PARTNERSHIPS

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Distinct Impressions!EFFECTIVE COMMERCIAL PARTNERSHIPS

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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 employee

engagement!•  Culture of improvement and innovation!

EFFECTIVE COMMERCIAL PARTNERSHIPS

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Three Attributes of Great Brands!

Built from a single great idea

(e.g., Starbucks as a “third place” after home and work)

Hold true to their core purpose and values (e.g., Las Vegas cashing in on the core promise) Employ brand as the

central organizing principle of the business (e.g., Harley-Davidson building a

natural brand community).

EFFECTIVE COMMERCIAL PARTNERSHIPS

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Moments of Truth!

EFFECTIVE COMMERCIAL PARTNERSHIPS

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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!

EFFECTIVE COMMERCIAL PARTNERSHIPS

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Focus on Rational & Emotional!

measure & enhance both dimensions of loyalty and advocacy….!!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 profits!

!

EFFECTIVE COMMERCIAL PARTNERSHIPS

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Focus on Rational & Emotional!

measure & enhance both dimensions of loyalty and advocacy….!!HEAD aka “The Rational”!•  Best features!•  Best value!•  Least hassle & deficiencies!•  This is how they execute!

ROI OF CEM!5% increase in retention = 25-95% increase in profits!

!

EFFECTIVE COMMERCIAL PARTNERSHIPS

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Align Internal & External!

•  It’s all about the Customer Experience!•  Make sure what you promise, you can deliver!•  Aligning the service model with the brand promise!!!

EFFECTIVE COMMERCIAL PARTNERSHIPS

What we promise!

How we say it!

Who we say it to!

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How we deliver!

What messages!

Tools we provide!

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Agreement!

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Why Relationships Matter!

UK Football Club Season Ticket Holder !Study Conducted During 2012-13 Season!!Conventional Wisdom: What are the drivers of the Season Ticket Renewal Decision?!•  Team performance!•  Seat selection!•  Discounts over single games!•  Direction of the club!

EFFECTIVE COMMERCIAL PARTNERSHIPS

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Why Relationships Matter!

UK Football Club Season Ticket Holder !Study Results March 2013!!Actual Findings: What are the drivers of the Season Ticket Renewal Decision?!•  Direction of the club!•  Personal relationship with club representatives!•  Team performance ranked 9th!

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Case Studies!

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Why Relationships Matter!

UK Football Club Season Ticket Holder !Study Results March 2013!!Actual Findings: What are the drivers of the Season Ticket Renewal Decision?!•  Direction of the club!•  Personal relationship with club representatives!•  Team performance ranked 9th!

EFFECTIVE COMMERCIAL PARTNERSHIPS

© TEAMUP 2013 All Rights Reserved.

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EFFECTIVE COMMERCIAL PARTNERSHIPS

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Great 8The Dolphin Stadium Great 8™ guest service program is calibrated to far surpass guest expectations. Decades of careful listening and keen observation have enabled us 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 confusion or delay.

Parking: Clean, convenient and well-marked lots with a knowledgable staff who efficiently guide guests into the closest available space.

Stadium Access: A welcoming staff steering guests through a day full of memorable experiences.

Concourses: Exotic, vibrant walkways enliven the day’s celebration, and a myriad of food, beverage, and merchandise stands offer a fast track to indulgence.

Bowl Entry: Our ushers will help manage the guest experience so they can revel in 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 them long 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 expedient passage home.

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EFFECTIVE COMMERCIAL PARTNERSHIPS

Harlequins Rugby Club engaged teamup to develop the Harlequins Heartland campaign into a long term positioning, activating intangible brand dimensions of home, tradition and loyalty. The objective was to create an idea about the brand that is independent from gameday performance and sustainable.

Heartland Campaign

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EFFECTIVE COMMERCIAL PARTNERSHIPS

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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!

EFFECTIVE COMMERCIAL PARTNERSHIPS

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EFFECTIVE COMMERCIAL PARTNERSHIPS

Thank You!!

Fred Popp!founder teamup!

+44(0)7588-663528 teamupco.com!