Engage & Listen: Activating Your Brand Across Digital Touchpoints

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  • Activating Your Brand Across Digital Touch Points John Simpson & Ryan Schulz One North Interactive

    ENGAGE & LISTEN

    03.16.16

  • Did You Know?

    Only 30% of organizations still engage in cold calling.

    57% of purchase decisions are completed before a supplier is contacted.

    Only 55% of B2B Marketers have programs dedicated to client retention.

    More than 75% of buyers are very likely to refer their firm.

  • Forget the Funnel.

    The right audience is more valuable than a large one.

    Buying decisions are only the beginning of the conversation.

    Theres no room for loyalty in the funnel.

    Buying decisions arent only driven by the messages you deliver to clients. Theyre also driven by what clients say about you and to each other.

  • The Relationship Cycle

  • Finding the Balance

    What Your Client Does

    Identify Need Research Solution Active Evaluation Formalize

    Relationship

    What Your Firm Does

    Generate Awareness Drive Consideration Follow Up Establish Trust &

    Advocacy

  • Awareness in a World of Organic Discovery

    Source: http://www.google.com.au/think/collections/zero-moment-truth.html

    71% of people use the internet DAILY to make decisions about business purchases.

    According to Forrester Research, the first thing80% of people do when they confront a problemor have a question is to go online and search for an answer.

  • Awareness in a World of Organic Discovery

    Source: http://www.google.com.au/think/collections/zero-moment-truth.html

    The internet clearly is now the new trade show. Sam Sebastian, Google

  • Awareness in a World of Organic Discovery

    The Zero Moment of Truth (ZMOT), when people research products before buying, applies across all customer bases whether you're buying a big jet engine or a refrigerator, says Beth Comstock, SVP and CMO of GE. Source: http://www.google.com.au/think/collections/zero-moment-truth.html

  • A DIGITAL-FIRST BRAND APPROACH We believe that in todays connected communications environment, digital must be

    the lens through which all customer touchpoints are developed.

    Brand Platform

    Print

    Campaigns

    Events

    Internal

    Partnerships

    Pitches/Proposals

    Digitally Centered Brand and Communications Strategy

    Seamless Marketing

    Brand/Customer Experience

  • The Relationship Cycle

  • Business-to-Business organizations seem to be persistently in the

    middle of an identity crisis.

  • Most organizations go to market touting the same core

    messages.

  • Why?

  • Survey Time

  • How many of you use one or more of these core messages?

    q Quality

    q Superior Client Service

    q Trust and Integrity

    q Results Driven

    q Collaborative

    q Innovative

  • These Are Not Differentiators

    If another organization wouldnt claim the opposite, by definition, the message is not a differentiator.

    Poor quality

    Terrible client service

    Shiftiness

    Process and profit driven

    Selfish

    Stuck in the past

  • These Are Not Differentiators

    If another organization wouldnt claim the opposite, by definition, the message is not a differentiator.

    Poor quality

    Terrible client service

    Shiftiness

    Process and profit driven

    Selfish

    Stuck in the past X We can do better.

  • If these arent differentiators, what are they?

  • A Positioning Framework

    Target Audience

    Frame of Reference

    Key Benefit

    Reasons to Believe

    For _______________ who are looking for __________________ there is ____________, the _______________ because only ________ is _________________.

    The segment for whom the positioning is focused on.

    The category of services in the competitive set.

    What the brand delivers to the market that is credible, differentiated, and relevant.

    Activities, technologies, and capabilities that prove the brand is capable of delivering.

  • For _______________ who are looking for __________________ there is ____________, the _______________ because only ________ is _________________.

    A Positioning Framework

    Target Audience

    Frame of Reference

    Key Benefit

    Reasons to believe

    Target Audience

    Frame of Reference

    Key Benefit

    Reasons to Believe

    The segment for whom the positioning is focused on.

    The category of services in the competitive set.

    What the brand delivers to the market that is credible, differentiated, and relevant.

    Activities, technologies, and capabilities that prove the brand is capable of delivering.

  • For _______________ who are looking for __________________ there is ____________, the _______________ because only ________ is _________________.

    A Positioning Framework

    Target Audience

    Frame of Reference

    Key Benefit

    Reasons to believe

    Target Audience

    Frame of Reference

    Key Benefit

    Reasons to Believe

    The segment for whom the positioning is focused on.

    The category of services in the competitive set.

    What the brand delivers to the market that is credible, differentiated, and relevant.

    Activities, technologies, and capabilities that prove the brand is capable of delivering.

  • Differentiation is key to client identification and developing

    real loyalty

    and, its a whole lot easier to tell a story about.

  • Finding Fresh Ground Is Essential

    Makes audiences pay just a little more attention

    Gives people a little hook to hang their memory on

    Could give you a better rationale for your pricing structure

    Might offer a framework to organize your offerings around

    Gives context to your reasons to believe

  • The Path to Differentiation

  • You need a point of view.

  • Q: What does having a point of view have to do with

    differentiation?

  • A: Everything

  • Three Steps to Understanding Your POV

    1 2 3

  • Three Steps to Understanding Your POV

    1 2 3 1. Know what you sell.

  • Know What You Sell

    Its not your product/service

    Its not industry expertise

    Its not innovation

    Its not collaboration

    Glamour is what I sell, its my stock and trade. - Marlene Dietrich

  • You Sell a Feeling

    Confidence

    Security

    Bandwidth

    Perspective

    Focus

    Salvation

    Advantage

    Etc.

    Glamour is what I sell, its my stock and trade. - Marlene Dietrich

  • Three Steps to Understanding Your POV

    1 2 3 2. Know your audience.

  • Know Your Audience

    Not their names

    Not how much they spend

    Not what they do

    Not where they live

  • Surprise Your Audience

    You need to:

    Know what drives them

    Know what your work does for them.

    Know how they feel when they are successful.

    Know them as people.

  • Three Steps to Understanding Your POV

    1 2 3 3. Try to understand why

    they chose you.

  • Understand Why They Picked You

    This is always changing

    Be ready to adapt

    Ask them why

    Be open to really listening to the answer

  • Three Steps to Understanding Your POV

    1 2 3 BONUS: Be disciplined

  • What is your point of view?

  • The Obsessed Perfectionist The Informed Optimist

    The Blue-Sky Strategist The Premium Pragmatist

  • What? + Who? + Why? =

    Your POV

  • Music is a great metaphor.

  • Art Commerce

    The Music Industry

    Requires a clear point of view.

    Requires the exchange of funds.

  • Musicians are essentially all alike. Audiences just want a tune they can

    tap their foot to.

    - Some Music Executive

  • Full Screen Image

    Common Traits of Music

    You listen to it.

    Made of notes and rhythms.

    Its meant to provoke a feeling.

    Its played for pleasure.

  • What if musicians existed in a sea of sameness?

  • I am a full-service musician offering the highest quality songs available. I consistently

    collaborate with a wide variety of innovative musicians playing both regional and global

    tunes for audiences everywhere and nowhere.

    - Some failed musician

  • Lame.

  • Major Themes in Art

    Culture

    Politics

    Economics

    Identity

    Time

    Love

    Revenge

    Beauty

    Power

    Family

  • Its all about building brand equity.

  • How Do Artists Build Brand Equity?

    They have a unique POV.

    They know where and when to invest.

    They know the impacts of the investment.

    They have a keen understanding of their audience and how those audiences might react.

  • Positioning Framework

    Target Audience

    Frame of Reference

    Key Benefit

    Reasons to believe

    For _______________ who are looking for __________________ there is ____________, the _______________ because only ________ is _________________.

    Target Audience

    Frame of Reference

    Key Benefit

    Reasons to believe

    The segment f