Post on 12-Sep-2014
description
Cars, Castles & SpasRob Maigret@grapesmc
Intent
Intent
• Illustrate parallels between the physical and virtual user experiences
• Discuss the idea of brand and consistency across brand extensions
• Describe my European Delivery experience
• Present enhancement opportunities
Part 1Cars
This is me
1967 Chevrolet El Camino1976 Volkswagen Rabbit1980 Datsun 200SX1990 Acura Integra RS1993 Nissan 300ZX Twin Turbo2000 Volkswagen GTI VR61997 BMW 328is2002 Audi TT 1.8T Quattro1998 BMW M3 Sedan2007 Porsche Boxster S2004 BMW M32009 Porsche 911 CS2 Cabriolet2008 Mercedes Benz AMG E632011 Porsche 911 GTS
1967 Chevrolet El Camino1976 Volkswagen Rabbit1980 Datsun 200SX1990 Acura Integra RS1993 Nissan 300ZX Twin Turbo2000 Volkswagen GTI VR61997 BMW 328is2002 Audi TT 1.8T Quattro1998 BMW M3 Sedan2007 Porsche Boxster S2004 BMW M32009 Porsche 911 CS2 Cabriolet2008 Mercedes Benz AMG E632011 Porsche 911 GTS
This is Porsche
Power in brand
Every breath you take
The promise
The brand promise is extended to all associations
PowerfulAwesomeInnovativeFastGermanExpensiveQualityEfficientSmartManlyHandsomeElegantFreedomHistoricFun
PowerfulAwesomeInnovativeFastGermanExpensiveQualityEfficientSmartManlyHandsomeElegantFreedomHistoricFun
PowerfulAwesomeInnovativeFastGermanExpensiveQualityEfficientSmartManlyHandsomeElegantFreedomHistoricFun
The purchase
Exclusive customer consultation
Exclusive
Differences
• You don’t talk to a German engineer
• You don’t go to a fancy place in Beverly Hills
• You don’t get to actually see what the colors really look like, or the materials actually feel like
• You don’t get to listen to what the sound system actually sounds like
• You don’t feel special, nor powerful
The Program
• You buy your car at a dealership (+exclusive custom experience)
• You go [fly] to the factory and pickup the car
• You drive around Europe
• Insurance is covered for 2 weeks
• You can stay up to (I think) 6 months
• You drop car back off at factory (or arrange for another drop off point)
• Car comes over on boat
• 8-10 weeks later you pickup car at dealership where you purchased it
The Program
We’re going to Germany.(and Switzerland and Austria too)
We’re going to Germany.(and Switzerland and Austria too)
The deal
• The Porsche Euro Delivery program had been suspended for a few years
• I was one of the first on the reinstated program - think “beta” user
• Porsche has some ways to go on working out the logistics
• They were honest (my dealer was) about this fact
• Still, they probably need to communicate better about the program to their people
Now
Loves cars.Loves the brand. Wants ultimate
experience.
Background on the brand
Makepurchase
Website
Travelprep
What to do?Where do I
click?
Feeling exclusive? Confused
Travel
Create anticipation.Manage expectations.
Ease worry.
Excited, anxious.
Arrival Take possession
Should be absolute
happiness and true immersion in the brand.
How can the virtual experience be a companion
rather than replacement?
Part 2Castles & Spas
Stuttgart
Stuttgart
• Strengths
• Factory Tour - A+
• Dining - B
• Museum - A+
Stuttgart
• Strengths
• Factory Tour - A+
• Dining - B
• Museum - A+
• Weakness
• American “sales” type presents you car - huh?
Traveling
Traveling
• Strengths
• Scenery - A+
• Spas - A++
• Friendly locals - A
Traveling
• Strengths
• Scenery - A+
• Spas - A++
• Friendly locals - A
• Weakness
• Traffic fines
• Slow drivers
How I convinced my wife to join me
The brand promise
PowerfulAwesomeInnovativeFastGermanExpensiveQualityEfficientSmartManlyHandsomeElegantFreedomHistoricFun
Powerful
Awesome
Innovative
Fast
German
Expensive
Quality
Efficient
Manly
Handsome
Elegant
Freedom
Historic
Fun
Now
Loves cars.Loves the brand. Wants ultimate
experience.
Background on the brand
Makepurchase
Website
Travelprep
What to do?Where do I
click?
Feeling exclusive? Confused
Travel
Create anticipation.Manage expectations.
Ease worry.
Excited, anxious.
Arrival Take possession
Should be absolute
happiness and true immersion in the brand.
How can the virtual experience be a companion
rather than replacement?
Learning about your
car
Storytelling, documenting,
travel companion
Fall back on social
sites
Adventure
Fall back on user forums
Learning limits, recommended
routes
Website
Pretty muchon our own,
get expensive ticket
Driving, sight-seeing Super
awesome vacation
Inadvertentbrand
association
Stuttgart
1.Factory Tour.2.Car presented
to new owner.3.Lunch at the
executive dining restaurant.
4.Visit museum.
The heart of Porsche
Part 3The waiting is the hardest part
Now
Loves cars.Loves the brand. Wants ultimate
experience.
Background on the brand
Makepurchase
Website
Travelprep
What to do?Where do I
click?
Feeling exclusive? Confused
Travel
Create anticipation.Manage expectations.
Ease worry.
Excited, anxious.
Arrival Take possession
Should be absolute
happiness and true immersion in the brand.
How can the virtual experience be a companion
rather than replacement?
Learning about your
car
Wishing to relive the trip in
anticipation of arrival
What to expect / manage
expectation
Return home
Fall back on user forums
Feeling connected
Website
Look at your photos and social media
posts
LongingSuper awesome vacation
Even bigger Moment!
The heart of Porsche
Arrival
Dealer comes through in this
moment
Super awesome vacation
Inadvertentbrand
association
3 Distinct user experiences
3 Distinct user experiences
• Planning tools
3 Distinct user experiences
• Planning tools
• Adventure companion
3 Distinct user experiences
• Planning tools
• Adventure companion
• Preparing for ownership
Now
Loves cars.Loves the brand. Wants ultimate
experience.
Background on the brand
Makepurchase
Website
Travelprep
What to do?Where do I
click?
Feeling exclusive? Confused
Travel
Create anticipation.Manage expectations.
Ease worry.
Excited, anxious.
Arrival Take possession
Should be absolute
happiness and true immersion in the brand.
How can the virtual experience be a companion
rather than replacement?
Now
Loves cars.Loves the brand. Wants ultimate
experience.
Background on the brand
Makepurchase
Website
Travelprep
What to do?Where do I
click?
Feeling exclusive? Confused
Travel
Create anticipation.Manage expectations.
Ease worry.
Excited, anxious.
Arrival Take possession
Should be absolute
happiness and true immersion in the brand.
A simple user experience - Planning Tool
Learning about your
car
Storytelling, documenting,
travel companion
Fall back on social
sites
Adventure
Fall back on user forums
Learning limits, recommended
routes
Website
Pretty muchon our own,
get expensive ticket
Driving, sight-seeing Super
awesome vacation
Inadvertentbrand
association
Stuttgart
1.Factory Tour.2.Car presented
to new owner.3.Lunch at the
executive dining restaurant.
4.Visit museum.
The heart of Porsche
Learning about your
car
Storytelling, documenting,
travel companion
Fall back on social
sites
Adventure
Fall back on user forums
Learning limits, recommended
routes
Website
Pretty muchon our own,
get expensive ticket
Driving, sight-seeing Super
awesome vacationStuttgart
1.Factory Tour.2.Car presented
to new owner.3.Lunch at the
executive dining restaurant.
4.Visit museum.
A simple user experience - Adventure companion
Learning about your
car
Wishing to relive the trip in
anticipation of arrival
What to expect / manage
expectation
Return home
Fall back on user forums
Feeling connected
Website
Look at your photos and social media
posts
LongingSuper awesome vacation
Even bigger Moment!
The heart of Porsche
Arrival
Dealer comes through in this
moment
Learning about your
car
Wishing to relive the trip in
anticipation of arrival
What to expect / manage
expectation
Return home
Fall back on user forums
Feeling connected
Website
Look at your photos and social media
posts
LongingSuper awesome vacation
Arrival
Dealer comes through in this
moment
A simple user experience - Preparing for ownership
The reality
Consistency in perfection
Basically, if the perfection is not consistent, the experience is not perfect.
Now the cold hard truth
If the product is that good, the imperfect experience of acquiring it can be forgiven
Thank you