is evp redundant?
TRANSCRIPT
Is EVP Redundant?
HOW DO
PEOPLE MAKE
PURCHASING
DECISIONS ?
So does the head lead the heart?
or heart lead the head?
SAME, SAME BUT DIFFERENT
LETS TALK ABOUT EVP? What will you remember?
https://www.youtube.com/watch?v=_KTfyr
TTey8
https://www.youtube.com/watch?v=_KTfyrTTey8
What Will you Remember?
Vodafone & Nike strategy with
these ads? • Emotional engagement
• Tapping into intrinsic motivators and desires. Vodafone:
life’s better together, stay connected. Nike: You can
achieve your dreams through hard work
• Vodafone & Nike know that emotional engagement =
market share
• What about the experience – do they want us to have an
experience of what its like to use their products and
services?
LET’S TALK
ABOUT EVP?
What are the
problems with
EVP?
Speed of Change Speed of change?
Markets change?
Candidates change?
Our businesses change?
One company - different
People?
One EVP to rule
them all?
SO WHAT IS
OUR ROLE?
What’s our role? We try to create
relationships
In a relationship
there’s initial
attraction, then a
commitment after
a deeper
connection
• Our job is to create the framework to
speed up that deeper connection
• Because time kills deals
How will people know what its like to work here?
• Through deep understanding of our markets – intrinsic motivations,
passions, interests
• Through deep understanding how they want to engage with us....
• We know marketing techniques and channels to enable it
We create an immersive brand experience
Why? • Because as marketers know – emotional
engagement = competitive advantage Because as marketers know
Emotional engagement x immersive brand experience = competitive advantage
CA = (e i2)
Create memorable Experiences
https://www.youtube.com/watch?v=M5A25ljxPuU
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