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This was a talk that was done on behalf of the Canadian Association of Marketing Professionals (CAMP) at Ryerson University's Digital Media Zone an incubator for start-ups. We discuss storytelling and how creating sustainable relationships is the only way to achieve organic growth in an era of hyper-connectivity and an enlightened marketplace. It was the first presentation for the newly formed Canadian Association of Marketing Professionals http://canadianmarketer.ca/ whose main goal is to elevate marketing professionals through a variety of strategies.
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My Brand NarrativeStory
BRAND ME
Brand MEBrand EnablersBrand Enablers
My Brand EnablersMy Brand Enablers
Reputation
Network
An Individual's worth will be based on reputation; which is the trust they have created within their social network.
In The Not So Distant Future…
B.E.
Begin Everyday
B.E. Truthful, Honest with Yourself
Play Off Of Your Strengths:
Do they translate to value-enablers?
What are your Customers’ opportunities?
Work Business….do what you love!
# 1
Nature vs. Nurture
What is responsible for our development? Is it hereditary or is it a function of our environment?
Nature
Nurture
Talent Utility = (Natural Ability)² + *(Story Factor)
*Story Factor = Training + Experience
u·til·i·tyyo͞� o͞ˈtilətē/nounno͞un: utility1.1. the state o͞f being useful, pro͞fitable, o͞r beneficial."he had a po͞o͞r o͞pinio͞n o͞f the utility o͞f bo͞o͞k learning"
tal·entˈtalənt/nounno͞un: talent; plural no͞un: talents1.1. natural aptitude o͞r skill."he po͞ssesses mo͞re talent than any o͞ther player"
•peo͞ple po͞ssessing talent."I signed all the talent in Ro͞me"
What Is Your Unique Ability?
Creative Thinking
Customer Service
Process Management
Quality
Creative Thinking
What Is Your Unique Ability?
Positioning:
“Our Organization Has the Most Creative Thinkers in The Field.”
Goto Market Plan
MarketplaceAttracting Individuals That Are Looking For Creative Ingenuity In Solutions.
• Where Do They Reside?• How Do They Make Decisions?• How Can I Assist?
Partner Profile:
B.E. A Leader
Get Involved:
Get Involved in the Market i.e. Associations, Local Committees, Board of Trade
Answer Customer Questions Through Blog, Quora, Discussion Board
Are You a Change Agent? Indigogo Fundrazr Kickstarter Uponor innovations
RAISE YOUR HANDS
B.E. A Leader – Get Involved
The Industry has many Associations:
CAMP – Canadian Association of Marketing Professionals
ACA –Association of Canadian Advertisers
CMA – Canadian Marketing Association
• Young executives• Technical Committee • Marketing Committee
# 2
5.5 MM Subscribers
B.E. A Leader - It’s Proven to Work
Wanted Girls to feel confident about themselves.
B.E. A Leader - It’s Proven to Work
Interesting Facts:
-YouTube star who gives beauty tips to youngsters on the web.
-She started her YouTube channel at the young age of 14.
-Her videos have amassed over 200 million views and she enjoys telling students about the latest fashion trends and styles.
-When she was younger, her mother, Tammy Mota would help her to monitor her YouTube channel.
- She has been interviewed by the Huffington Post, the publication started by Arianna Huffington.-
Most Anticipated Fashion Line by Aeropostale
B.E. A Leader – Knowledge Sharing
Twitch.tv Maven.co
B.E. A Leader - It’s Proven to Work
Interesting Facts:
-Gary grew Wine Library from $4 million to upward of $50 million between 1998 and 2005.
-Saw the power of social media in 2005 when millions shared a Saturday Night Live clip called “Lazy Sunday.
-90,000 viewers per day at Wine Library TV.
-Quote from his father: “There are much bigger things to come…I think he has a very good chance to replace Oprah.”
Video BloggerBrand media consulting Agency
Best selling AuthorPublic Speaker
Co-owner of wine retail store
Insert Bieber
B.E. A Leader - It’s Proven to Work
Interesting Facts:
-40 million followers on twitter
-Forbes names 3rd most powerful celebrity in the world
-Earns $55 MM per year
-Sold 15 million albums
It Started with Talent, Passion and a Video to Share His Story
B.E. A Leader – Bring Your Ideas to Life
What Ideas do you have?
Help Us Change Gaming Forever
Death of The Traditional SalesmanDeath of The Traditional Salesman
Why?• Access to information
• Individuals and businesses have an unprecedented level of information at their fingertips
• Information provides them with ability to get intimate with their opportunities and develop refined requirements
• For traditional salespeople it then just becomes a pricing game…
B.E. Therapeutic – Understand Their Story
Begin every meeting as a discovery session:1. Identify organizations or individuals that are in their purchasing cycle and/or a
state of change
2. Listen to their situation
3. Ask probing questions
4. Get a clear understanding of what your customer requires by clarifying opportunities
5. Provide insights on the opportunities that the customer is pursuing
6. Coach customer on the purchasing process, potential pitfalls and offer assistance
# 3
B.E. Therapeutic
M&M listened to their customers’ issues and provided products that are high-quality and easy to prepare.
While their prices are at a premium compared to supermarket prices, they are competitive versus fast food restaurants.
They also make it easier for customers to get in and out quickly by introducing their patented “one aisle.”
M&M heard their customers concerns and they addressed them in their offering.
B.E. Therapeutic – Create Sustainable Practices
Uponor is a building materials company that is the world leader in commercial and residential water distribution and temperature control systems.
Uponor also is an expert in heating and cooling training, marketing and lean thinking.
They have provided value to their customers by not only serving their building material needs, but extending their expertise in other areas to assist their partners grow their respective businesses.
Opportunity: Lifecycle Management
B.E. Therapeutic – Lead Nurturing
Opportunity: Conversion Pipeline
Lead Generation
Lead Qualification Awareness Interest
Hand-off
Hand-off
- Training- Direct Mail
- Lunch n’ Learns- Associations
- Events- Tradeshows- Associations
A
B
E
A B D
Suspect Prospect
- Outbound call through Contact CentreC
C
Marketing
B.E. Noticeable
Make It Easy To Be Found:
Get Listed
Yelp
Kijiji
Local Advertising
# 4
B.E. Noticeable – Localization Is Key
Localization Is Important Because:
1.Makes Content Relevant
2.Creates Stronger Connections
3.Improve Promotional Strategy
Source: Socialmediatoday.com
B.E. Noticeable – Professional Solutions
www.yext.com www.neustarlocaleze.biz
B.E. Noticeable - Opportunities
1) Advertise but don’t ask for reviews
2) Stay in constant contact with customers
3) Schedule same day service
4) Explain everything to establish trust
5) Diagnose failures over the phone when possible
6) Clean up after yourself
7) Deliver above and beyond customer expectations
B.E. Noticeable – Reputation Management
B.E. Noticeable – Reputation Management
Easy as 1-2-3:•1. Compose an email including your press release text and multimedia assets. Send it to [email protected].
•2. We'll compile your content, build your Tiny Pitch, and send it right back to you in a matter of seconds.
•3. Open your Tiny Pitch™ and share it with your contacts and social networks. Embed it on your website or in a blog post
B.E. Noticeable – Reputation Management
Easy as 1-2-3:•1. Compose an email including your press release text and multimedia assets. Send it to [email protected].
•2. We'll compile your content, build your Tiny Pitch, and send it right back to you in a matter of seconds.
•3. Open your Tiny Pitch™ and share it with your contacts and social networks. Embed it on your website or in a blog post
B.E. Noticeable- Local Advertising
1) Community Events• Charity walks• Festivals• Holiday Events
2) Community Publications
3) Networking/Partnering• Partner with complimentary products or
services• Attend community network events i.e.
Boards of Trade
B.E. Relevant
Get Social:
Like ≠ Respect
Ask Why Audience Uses Social Platforms?
1313%%1313%%1313%%1313%% 2121%%2121%%5252%%5252%%
Social @ PlaySocial @ Play
99%%99%%44%%44%% 1111%%1111%%
7676%%7676%%
Social @ WorkSocial @ Work
22%%22%%
Source: CMPX survey, 2014
# 5
B.E. Relevant – Engage Audience”It's rare for even a walk-in customer to come in and not have read our blog or seen our tweets.” Emerson Salon
Share and Share AlikeAfter booking an appointment, a user can share their appointment with friends on Twitter or Facebook.
Since introducing social media into the mix, traffic to their website has more than tripled. It's no wonder the salon believes so strongly in the power of connecting.
Opportunity: Self Serve
Meet Your Search Custodians
7. How often do you use the following tools to conduct research?
Never
Rarely (< 2hrs)
Sometimes (1-2 hrs)
Often (3-5 hrs)
Always (6 hrs+) 60%60%60%60%
36%36%36%36% 40%40%40%40%
36%36%36%36%
50%50%50%50%33%
3%
0%
3%
4%
20%
32%
9%
3%
12%
16%
17%
18%
4%
29%
14%
12%
2%
32%
5%
Online Tools Magazines Newspapers Your Family Your Peers
Does Our Market Behave Different Thank Our Customers?
B.E. Relevant – Engage Audience
Source: CIPH/HRAI study
B.E. Valuable
Value Your Customers As If You Could Lose Them Today:
Respect The Opportunity They Provide
Drive Real Value With Them
Delight Them As A Matter Of Course
# 6
B.E. Valuable – KANO Model
Must-Be’s
Basic Requirements
Delighter’s
Treasured Moments
One dimensio
nal perform
ance
Customer Elated
Customer Very Dissatisfied
Not Functional Fully Functional
B.E. Valuable – Companies That Delight
TUI offers mobile messaging that offers customers the opportunity to extend their travel.
"If a guest clicks 'yes' to an extension, then we extend the hotel reservation, cancel the Friday return flight, and reserve a flight for Sunday," says the CEO, quoted in The Digital Enterprise.
Opportunity: Last Minute Travel Change
Source: SmartPlanet
B.E. Valuable – Life Cycle Management
Source: SmartPlanet
Liferay purposely picks distressed communities to set up new offices. CEO Brian Cheung emphasizes, however, that these efforts are not "charity." Rather, "these are dynamic economic environments where there are also business reasons for us, as well as engaged employees."
In addition, the company keeps its software open source, meaning that customers can download as many copies as they want, and make any modifications they see fit.
Opportunity: Customer Vitality
ROIROMI
PBB
ROCECAC
CTS
KPIs
CTR
NPS
ALCR
B.E. Consistent
What Experience Does Your Customer Receive?
Understand Moments of Truth (MOTs) - Map Touch Points
How Can You Make Every Interaction Delightful
# 7
Customer Activity CycleCustomer Activity Cycle(Consumer Wanting (Consumer Wanting
To Renovate)To Renovate)
B.E. Consistent
Need
Buying
Inspiration & Choice SelectionCu
stom
er R
elati
onsh
ip
Planning
Shortlist
Building
Enjoyment
Web
Tradeshow
Brochure
Social
Vehicle
Uniform
CertifiedSystem
Social
Customer Activity CycleCustomer Activity Cycle(IKEA Home Improvement)(IKEA Home Improvement)
Social
Radio
Social
Thinking aboutrenovating
TV
Looking forinspiration
Social
Catalogue
Deciding onoptions
Purchasing Product
Store
Designer
Self selection
Setting up product
Childcare
Restaurant
Enjoy your home
Focus on Your Strengths!
B.E. Consistent
Customer Activity CycleCustomer Activity Cycle(Buying A Starbucks Coffee)(Buying A Starbucks Coffee)
Free wifi
Free itune
Need a beverage
Decide on options
Think about next experience
Enjoying Product
Relaxing Environment
Waiting forbeverage
Waiting forbeverage
Storefront
customized
Radio
TVPrint
VarietyOf
compliments
B.E. Consistent
Ask Yourself…What Is Driving My Customer To Their Next Positive Experience?
Starbucks Business Plan
Today
$1.35
Tomorrow
$4.75
Achievable
B.E. Transparent
Ensure that you “Walk the Talk”:
Live your positioning
When mistakes happen, be honest
When unable to meet customers opportunities with current solutions set, be open
Create a collaborative partnership
# 8
B.E. Transparent
Launched in June, the Our Food, Your Questions program invites any Canadian to ask any question whatsoever about McDonald’s food on a special website.
To ask a question, visitors must connect with Twitter or Facebook. This ensures higher social visibility and an increased opportunity for answers to go viral.
Results:•Over 16,000 questions have been asked
•Close to 10,000 questions have been answered
•McDonald’s trust scores have increased by almost 20%
B.E. Transparent – Online Reviews
source: mackcollier.com, Bazaarvoice
80%
555%
80% of people that review products online give a 4 out of 5 rating
Percent increase of QuickBook Pro Advisors with reviews vs those with none
Complaints Are Gifts
B.E. Authentic
Help Even If There Is No Sale:
View a Customer as more than a sale
Build a lifelong partnership in which you can grow together
# 9
B.E. Authentic
Fair
Time Starved
Family Friendly
DiscerningTaste
B.E. Authentic
source: mackcollier.com, Think Like A Rockstar
B.E. Authentic
Market A Market B Market C Market D Market E Market F
B.E. Authentic
Vital Few
Market A Market B Market C Market D Market E Market F
B.E. Authentic
Trivial Many
Market A Market B Market C Market D Market E Market F
B.E. Integrated
B.E.B.E.
Relevant
Transparent
Valuable
Noticeable
Consistent
Leader
Integrated
Truthful
GenuineDirect
# 10
B.E. Integrated
B.E.B.E.
People
Price
Promotion
Process
Product
Placement
P-OffP-Off
B.E. Integrated
ABC Inc.ABC Inc.
Brochures
Advertisement
Tradeshow
DisplayVehicle
Consistency:• Tone• Messaging• Imagery
B.E. Integrated – Experience Matters
source: helpscout.net
9/10 US Consumers say they would pay more for superior Customer experience
78% of customers have bailed on an intended transaction because of a poor experience
86%In 2011, 86% of consumers quit doing business with a company due to a poor transaction or service experience (vs. 59% in 2007)
80%Of Customer Service related tweets on Twitter are negative or critical of the brand in question, a large majority of customers expect a reply in an hour.
B.E. Integrated - Storyscaping
Consistency:• Tone• Messaging• Imagery
B.E.
Promotions
Literature
Product
CaseStudies
SEM
FeatureProduct
Lunch N
Learns
Associations
Catalogue
Advertising
Customer Experience
¹
¹ source: Storyscaping, Legorburu & McColl
Go back and take a
hard look
at your business:
- Who’s your audience?
- What’s unique about
you and your business?
- What’s your approach?
- Do you know what
your Customers’ opportunities
are?
- Take swings?- Most Importantly…
TELL YOUR STORY
- What’s are you trying to
achieve?
@mktngjnky
Linkedin.com/marketingjunky
marketingjunky.wordpress.com
Suresh Parmachand
Top 10 Ways to Convert Prospects to Partners