guest lecture - from ideas to actions - white notes

created by: Zane Van RooyenProper Planning Prevents Poor Performance

To refresh, let’s consider

- In 2007 19 000 new brands were launched

globally, 350 of these are toothpaste brands

alone.

- Consumers are bombarded with 2 million

adverts in their lifetime.

That is: 8 hours, 7 days a week for 6 years.

- 560 – average daily ad messaging thirty

years ago.

3 500 to 4 500 – daily ad messaging today.3 500 to 4 500 – daily ad messaging today.

(higher for younger consumers and increasing)

Can you remember just 3 from

yesterday ?

Driven by Awareness methods only.

Analysing the Experiential World of the Customer1

Analysing the Experiential World of the Customer1

The EX Audit

The first set is to understand the current [your name here] experience.

Review the full lifecycle of a customer – qualitatively & quantitatively – to

analyse their experience and uncover gaps and opportunities.

- documentary reviews

- touchpoint observations

- personal interviews

Customer Insight Research

- personal interviews

Use a variety of nontraditional methods to get insights – and find inspiration.

- customer shadowing (“fly on the wall”)

- customer journaling (“day in the life”)

- service deliveries

- service innovators

- role play

Analysing the Experiential World of the Customer1

Analysing the Experiential World of the Customer1

Benchmarking

Look to other companies – across diverse industries and across the globe – to find inspiration and best

practices that could be applied in your market.

Building the Experiential Platform2

Experience Platform

Customer Research Marketing Strategy Brand Values Touchpoint

Observations

Management Vision Simply Smart

ExAudit

Insight Research Customer World Benchmarks

Project Uau!

SuppliersSuppliersSuppliersSuppliersRetailersRetailersRetailersRetailers

Designing the Brand Experience3

Structuring the Customer Interface

4

Aligning the Internal Experience

5

Putting it simply

Sourcing ideas

Evaluating ideas

Turning ideas into strategy

Executing

Leading

4 Ways to Application

1. Smash your brand 2. 2nd Life

3. Sensory marketing 4. one2one / CRM /CEM