Brand client toolbox
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Brand/Client Relationships“The Toolbox”
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“The difficulty lies not in the new ideas, but in escaping
the old ones”
John Maynard Keynes
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Brand/Client Relations Platform
Habits
Attitudes
Needsperceptions
expectations
Product
Proposition
Core Values
FunctionalBenefits
EmotionalBenefits
Brand Personality
Experience
Brand Client internal/external
Relationship
experiences
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Supporting the Brand
Micro relevance
Mass communication
• New balance between emotional and functional values
• New experiences needed to answer changing expectations/behavior
• Changing conception of price/value relationship
• Structural strategic synergy between all client contacts
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Changing the paradigm
• Looking ‘unbiased’ at possibilities
• Developing intrinsic indispensability
• Redefinition of playing field• Focus on Brand relevance• A different balance in brand equity
values
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Brand relevance development
Rational benefits
Emotionalbenefits Values
What am I?
What do I do for you?
What does this mean to you?
How do I relate to your business/life?
Productattributes
so far
from now on
Brand equity development
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Core Brand/Client Relations Values
• Mutual respect
• Mutual trust
• Mutual benefit
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The Law of Satisfaction & Loyalty
• Under promise - over score!
– Satisfaction results from exceeded expectation.
– Loyalty results from prolonged satisfaction.
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CATEGORYMOTIVATORS
FRAME-OF-REFERENCE
INFORMATIONSOURCES
BRAND DISCRIMINATORS
POINT-OF-SALE IMPACT
BRANDSATISFACTION
Brand/Client Relations System
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Brand/Client Relations Buying Circle
New order
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Suspects
Prospects
Hot prospects
Trial
Satisfied client
Loyal client
Client
Information
Comparison
Experience
Confirmation
Trust
Proposition
Pro
mis
eD
eliv
eran
ce
Matrix of convincement
Decision
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Suspects
Prospects
Hot prospects
Trial
Satisfied client
Loyal client
Client
Information
Comparison
Experience
Confirmation
Trust
Proposition
Pro
mis
eD
eliv
eran
ce
Optimal Cost Per Contact
Decision
+
-
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Gro
wth
Value
Growth/Value Matrix
GM- Small potentials GM+
GM- Medium potentials GM+
GM- Large potentials GM+
GM- Small clients GM+
GM- Medium clients GM+
GM- Large clients GM+
GM0 Max. penetration GM0
1 2 3 4 5 6 7 8 9 10<value><value>
• A value point = budget divided by total rewarded points.
•Budget = sum of sales- and relation support + related thematic investments.
•Is spend on the strongest choice per category from available media (theme/sales support).
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Media Evaluation Rules
• Media are defined as relationship impulses, both thematic and supporting optimal growth.
• Besides all thinkable printed, electronic, personalized- and physical media, the Media Toolbox consists of personal sales-, and account initiatives.
• Media are chosen on effectiveness v/s cost per contact.
• Each chosen medium delivers a defined contribution in the mix, well balanced to reach the desired result.
• That should be a “forecastable, controllable and accountable” process
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Benefits
Increasing profits
Increasing chances
Gaining time
Optimizing control
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Strategy
• What do we wish to achieve?
• What is the most effective target group (min. Effort, max. result)?
• How do they relate to our goal?
• What are effective arguments?
• What is the most effective medium in it’s specific environment, to emphasize and convert arguments
• How do we “wrap” our message in brand values
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1. Brand/Market vision and - potential
6. Market test
5. Development ‘prototype’ & concept test
3. Organization layout
2. Strategic options & financial impact
7. Roll out and communication
4. Positioning & (internal) Branding
Brand/Client Relations as a project
Approach
Timetable
Organization
Quality
Budget
Information