Partner marketing 22 march
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Transcript of Partner marketing 22 march
Confidential © iris 2011
From channel to
partner marketing
Confidential © iris 2011
defining the challenge
the iris way
Putting the theory into practice
wrap
Confidential © iris 2011
it’s a complicated worldout there
Confidential © iris 2011
and an increasingly competitive and commoditised marketplace
(some of) the contenders
Confidential © iris 2011
Handset eclipse
Phone (hero)
Network (hidden)
consumer
Confidential © iris 2011
So let’s not fall at the final hurdle
Confidential © iris 2011
Business context
Partner marketing is the key discipline to drive conversion• Multiple buying / influencing touchpoints• Focused in & around the pop
We need to effect a step change in behaviour:• Re-energise relationships• senior level contact• upfront investment to drive sell-through
Confidential © iris 2011
defining the challenge
the iris way
Putting the theory into practice
wrap
Confidential © iris 2011
Product driven
• Constant ranging cycle
• Focused on sales
Short term
• Tactical activity
• Templated creative
• standardised plan / formats
Meeting our customers’ terms
Channel marketing
Partner marketing
content / experience driven
• Build brand and product
• product benefits (not features)
Longer term
• powerful marketing programmes
• differentiate / make us famous
• 360o activation
Playing by our rules
Confidential © iris 2011
Confidential © iris 2011
Confidential © iris 2011
Confidential © iris 2011
How can we break the cycle?
Super-brandQuality
credentialsInnovation driver
Millions of consumersecosystem
Value creationTrade
engagement
Confidential © iris 2011
Partnership marketing in 2012
Buy it
Demand it
Engineer it\/
Confidential © iris 2011
86% of Top Marketers Say
Partnership collaborations are
sacrosanct to Innovation
2011 “GE Global Innovation Barometer,” an independent survey of 1,000 business executives in 12 countries,
“The decision to partner with someone else
should be purely based on their
ability to deliver for you and for
you to deliver for them”
Ron Kunitzky “Partnership Marketing: How to Grow Your Business and Transform Your Brand Through Smart Collaboration”
Progressive Partnership
What we bring What they bring
Super-brandQuality credentialsInnovation driverSony consumersecosystemValue creationTrade engagement
VisibilityConsumers
ServicesRetail
environments
Progressive Partnership:growth agenda
Confidential © iris 2011
Accelerator for progressive partnership
Hygiene factor
Core Creative platform
POS IncentiveStaff engagement
Confidential © iris 2011
…and optimising our activity around the right touchpoints
Source: Google Shopper Science
Confidential © iris 2011
…and optimising our activity around the right touchpoints
Source: Google Shopper Science
Confidential © iris 2011
defining the challenge
the iris way
Putting the theory into practice
wrap
Confidential © iris 2011
Strategic path
consumer
vision
1-3 plan
websites
Progressive Partnership
1. 2.
3.4.
Optimisation plan
trade
Customer
Field team
Manuf. events
POS / demo
Sell in
Mkting support
Co-op ATL
Performance
Brand effect
Behaviour effect
business effect
Platform
insight
Shared agenda
Consumer
Websites/ Call
Centres
Confidential © iris 2011
‘business’
‘brand’
‘product / service’
‘audience’
StrategyWhere they are
heading
observationWhat we’ve
noticed
‘Partnership dashboard’
Maximisers key value focus
digital tribes (next maximisers)
Sme increase relevance
3 currently winning battle with best phones and cheap tariffs
Not seeing the full sum of added value benefits
Added value:Orange Wednesdays – huge retention
driverSwappables – free subscription content
Magic numbersFilm to go
Need to increase tariff sign-up
Simplify / enhance key vale adds e.g. swappables
Become best Network
Improve Service
Build customer trust and relevance
Phone build quality key to trust & service
Maintain differentiation from T-mobile
½ say they will leave (trust issues over price)
which
More for more value
Going the extra mile
More considered purchase
grow value of key benefitsFilm core strength – O2 included
cinema in priority
Confidential © iris 2011
Accelerate your brand
Value additive (new music monsters)
Customer service(reliability, reduce complaints)
Differentiation(beyond smartphone)
Partnership opportunity‘Partner marketing
briefs’
Ultimate film festivalSecret cinema, Imaginative Wednesdays, film
makeover
Film to go for all (Android) SONY video unlimited – Spiderman
Better with… phone appdedicated service team, phone tutorials, play,
watch…
Connected livesexclusive services, set up help, ‘pop-up’
Confidential © iris 2011
‘business’
‘brand’
‘product / service’
‘audience’
StrategyWhere they are
heading
observationWhat we’ve
noticed
‘Partnership dashboard’
Strong sme / corporate Seen as a corporate beast by consumers
Power to you
Huge rational trust
Increase emotional inroads
Emotion – more playful, intelligent, britishness
VIP – fashion, f1, festivals (big rewards for few)
Freebies (key PAYG acqui. Driver)
Most robust network
New store formatsNiche innovation (make
broader)
Sony Vita exclusive Network story – product service proof points
Commitment to csr
Driving supermobile (data)
Focus on NPS customer satisfaction
Competitive pressure on data (3)
NPS shifts based on ‘service’ / value excellence
Confidential © iris 2011
Accelerate your brand(emotional growth, passion points)
Value additive (amplify emotional VIP)
CSR(world of difference)
Differentiation(beyond smartphone)
Partnership opportunity‘Partner marketing
briefs’
VIP storiesVIP experiences brought to life by Sony xperia
Supermobileexclusive services, set up help, ‘smarter’
phones
Imaginative supportMatched fund, giving, celebrate imaginative
people
Exclusively from Xperiasony artist, gaming, imagination made real
Confidential © iris 2011
defining the challenge
the iris way
Putting the theory into practice
wrap
Confidential © iris 2011
Partner marketing journey
Partners’ terms
Shared ‘growth’ agenda
Progressive partnerships
Productlaunches
Confidential © iris 2011
deep understanding of partners’ business
adding value through progressive partnerships
Pin point focus onconversion
the right hand man of your national account and marketing managers
Confidential © iris 2011
The next chapter…
Confidential © iris 2011
Thanks
Confidential © iris 2011
only 18% of people are actively looking for a new mobile at any one time
Source: PHD Handset Purchase Journey Quant Study – August 2011R=2893 (UK)
18%
Confidential © iris 2011
our opportunity is to develop long term relationships to catch the remaining 82%
Source: PHD Handset Purchase Journey Quant Study – August 2011R=2893 (UK)
18%
Confidential © iris 2011
influencing purchase inside and outside of retail…
Mobile Handset Path To Purchase: What’s Decided On What Each Stage
Pathway:
Not Consideri
ngConsideri
ngResearchin
gDeciding Buying
Decision: 1. Network: 61% 63% 68% 68% 64%
(% that have decided)
2. Type of Contract: 68% 70% 76% 75% 65%
3. Operating Software:
34% 53% 58% 64% 59% Not
decided
4. Handset (exc Apple/Blackberry):
52% 29% 46% 51% 57% Decide
d
Source: PHD Handset Purchase Journey Quant Study – August 2011R=2893 (UK)