3 Simple Steps To Cut Through and Win Your Customer’s Heart
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Transcript of 3 Simple Steps To Cut Through and Win Your Customer’s Heart
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3 Simple Steps To Win Your Customer’s Heart
Jim Parry
Thursday 3rd March
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3 Simple Steps To Win Your Customer’s Heart
Today we’ll talk about:
• The role of brand as tool for growth
• Step 1: Stepping into your customer’s shoes
• Step 2: Creating Shared Value
• Step 3: Connecting on a different level
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Is your business B2B or B2C?
• B2B: Does your business concentrate mainly on business customers?
• B2C: Does you business concentrate mainly on the end consumer?
• Put your response in the question section.
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Vision and Culture: Zappos
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The Brand Toolbox
Vision – Where you want to be
Values – What you stand for
Sustainable Competitive Advantage – How you will win
Brand Positioning – Your emotional connection with customers and staff
Brand Proposition – The value you offer your customers
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A position a brand has is……
A person’s gut feeling about a product, company or service
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Brand Positioning
Is building perceptions in mind of the customer, based on key insight about wants and needs already in their minds
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Brand Positioning
Safety
Magic
Happiness
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The Elephant and the Rider: An Analogy
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Personal Value Beats Business Value
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Step 1: Start with your customer and their emotions
• Who are they? –give them a name
• Where do they work/live?
• What do they love doing?
• What makes them happy/sad?
• What problems do they have?
• What’s a good/bad day?
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Brian: Toll Customer Example
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Step 2: Determining Your Shared Value
Your brand or service
• Is for: _______
• Who want to:__________
• It provides: ___________
• That offers:____________
• Allowing them to:_________
• And they believe this because:__
Target Consumer
Job/Desired Outcome
Functional benefit
Point of Differentiation
Higher order benefit/emotional
connection
Reason to believe or claim support
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Brand PositioningDetermining Shared Value (illustrative)
Toll
• Is for: busy business delivery managers
• Who want to: deliver products on demand
• It provides: delivery parcels on time
• That offers: assurance of always on time
delivery, so less inventory for business
• Allowing them to: enjoy the certainty of
delivery
• And they believe this because: wireless
tracking of shipments saves managers time
Target Consumer
Job/Desired Outcome
Functional benefit
Point of Differentiation
Higher order benefit/emotional
connection
Reason to believe or claim support
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Brand PositioningDetermining Shared Value (illustrative)
Nature Valley
• Is for: the aspirational outdoor person
• Who want to: be outside, enjoying nature
• It provides: a healthy snack
• That offers: natural nutrition without any
preservatives
• Allowing them to: connect with nature
• And they believe this because: of Nature
Valley’s long history of embracing the
outdoors and outdoor sports
Target Consumer
Job/Desired Outcome
Functional benefit
Point of Differentiation
Higher order benefit/emotional
connection
Reason to believe or claim support
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Step 3: Thinking and doing on a different level
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Nature Valley – Not just snack bars
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Zappos – Not just shoes
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In summary: 3 Simple Steps To Win Your Customer’s Heart
• Brand positioning is a hugely effective tool for growth
• Step 1: Stepping into your customer’s shoes
• Step 2: Creating Shared Value
• Step 3: Connecting on a different level