3 simple steps to cut through and win your customer’s heart
TRANSCRIPT
3 Simple Steps To Win Your Customer’s Heart
Jim Parry
Thursday 3rd March
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
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.
Vision and Culture: Zappos
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
A position a brand has is……
A person’s gut feeling about a product, company or service
Brand Positioning
Is building perceptions in mind of the customer, based on key insight about wants and needs already in their minds
Brand Positioning
Safety
Magic
Happiness
The Elephant and the Rider: An Analogy
Personal Value Beats Business Value
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?
Brian: Toll Customer Example
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
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
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
Step 3: Thinking and doing on a different level
Nature Valley – Not just snack bars
Zappos – Not just shoes
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