ebev europe_seamless communication w consumers_deborahwomack_share
TRANSCRIPT
@TheLadyD #eBev
@TheLadyD #eBev
@TheLadyD #eBev
@TheLadyD #eBev
INFANCY MATURITY
BU
SIN
ES
S I
MPA
CT
MANUFACTURING,
CONSUMER
DURABLES
• Little consumer
knowledge – but
lots of historic
• No direct
relationship
• Product-focused
• Legacy Enterprise
Data Systems
CPG & FMCG
• No direct
relationship – but
recognised need
• Social Media
connections – with
digital ambitions
• Focus on
Campaigns
• Product-centric
BANKING &
RETAIL
• Customer-centric –
by necessity
• Focus on Service
and Experience
• Shift to online and
mobile – provides
more insight, better
experience
• New service
models e.g. Apple
Pay
DIRECT &
ONLINE
BUSINESSES
• New business
models Uber,
AirBnB
• Vast real-time data
driving business
decisions
• Social network and
media maturity
• Experience-driven
@TheLadyD #eBev
Vivino has created a community of interest that inspires novice wine consumers and instils confidence in their choices. Post
purchase confidence is the first step towards building “Believing Buyers” who will recommend your product and service.
If video fails to play: https://vimeo.com/140233616
@TheLadyD #eBev
@TheLadyD #eBev
@TheLadyD #eBev
@TheLadyD #eBev
@TheLadyD #eBev
“
”
@TheLadyD #eBev
@TheLadyD #eBev
ACTIVELY ENGAGED LOYAL FAN
NOT ENGAGED QUIET FAN
THE
UNAWARES
INTERESTED
FOLLOWERS
MEMBER PARTICIPANTS
BELIEVING
BUYERS
Relationship to brand
Wil
lin
gn
ess
to
part
icip
ate
Will talk about their
experience, but the joy
is short-lived.
Passive consumers who
“Like”, “Subscribe” and
rarely create content.
They create content, share
opinion, want to be actively
involved – often more loyal
than buyers.
Price conscious buyers – brand
is less important. Brand is
important for large purchases.
ACTIVELY ENGAGED LOYAL FAN
NOT ENGAGED QUIET FAN
THE
UNAWARES
INTERESTED
FOLLOWERS
BELIEVING
BUYERSMEMBER PARTICIPANTS
Relationship to brand
Wil
lin
gn
ess
to
part
icip
ate
– The RMM is not a
segmentation; it’s a way of
determining strategy and
marketing spend.
– Developed through internal
and external research, the
RM Model ‘sizes’ your
consumer base and pinpoints
where improvements are
needed to engender loyalty
and improve the relationship
with the brand.
– The RMM helps to determine
the types of activities needed
to achieve business goals.
ACTIVELY ENGAGED LOYAL FAN
NOT ENGAGED QUIET FAN
The goal of your program will
vary by brand: e.g. Increase
Member Participants, increase
participation amongst Interested
Followers, or improve brand
awareness for Unawares.
Available tactics are:
– Reward participation
– Recognise status in the
‘community’
– Trigger communications
based upon behaviour
– Use multiple channels to
deliver a great experience.
THE
UNAWARES
INTERESTED
FOLLOWERS
BELIEVING
BUYERS
MEMBER
PARTICIPANTS
Relationship to brand
Wil
lin
gn
ess
to
part
icip
ate
“I want to
buy and
consume”
“I want to
participate; be
part of
something"
If video fails to play:
https://www.youtube.com/watch?v=etmzOOtNCIk
Follow the thinking @TheLadyD
Deborah Womack
Digital and CRM Consultant (former Global Head of Relationship Marketing at SABMiller)
Contact: [email protected]
#eBev
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