Terrie Campbell | SME Marketing Summit
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Transcript of Terrie Campbell | SME Marketing Summit
SME
Marketing
Summit
Riding the Storm:
Strategic Marketing, the Key to Surviving a Challenging
Economic Environment
October 18, 2013
Ricoh Americas Corporation
Terrie Campbell
VP, Strategic Marketing
Ricoh Americas Corporation
Welcome
Agenda
The importance of strategic planning
Changing Demographics
Importance of Innovation
Changing Corporate Dynamics
Bringing the right customer to your brand
© 2013 Ricoh Americas Corporation. All Rights Reserved.
Importance of Strategic Planning
Globalization
Economic challenges
Mobile technologies
Information overload
Workforce behavioral shifts
Social / collaboration
Today’s Complex Business Environment
© 2013 Ricoh Americas Corporation. All Rights Reserved.
New World of Work
FOR INTERNAL USE ONLY - DO NOT DISTRIBUTE OUTSIDE OF RICOH
5
Changing Environment
The “Intersection” of
Technology, People, and Process…
Technology
Impact
The arrival of tablet technology allowing
users to interact with digital documents as
paper and cloud-based applications
supporting individual workflow needs
Work Style
Shift
Three unique generations in workforce
that consume information differently
Organizational
Behavior Shift
Actions to downsize real-estate and
minimize IT spend create greater
challenges to address the results of the
“Perfect Storm”
© 2013 Ricoh Americas Corporation. All Rights Reserved.
Unprecedented Adoption
25 billionth app was
downloaded in 2012
© 2013 Ricoh Americas Corporation. All Rights Reserved.
Gen “X”
• Born between mid-
1960’s to early 1980’s
• Relies heavily on
phone
• Transitioning into (or
currently in) position of
decision making or
taking over family
business
• Understands change
• Requires significant
proof before accepting
new ideas or concepts
• First generation with
Personal Computers
Generational Behaviors
Gen “Y”
• Born early 1980’s
• Digital information and
technology
• Will represent >50% of
workforce in < 3 years
• Very team oriented
• Defining the use of text,
chat and social
• Transacts all personal
business online
• Global citizens from early
age
• Require stated direction
Baby Boomers
• Born post WWII – early
1960’s
• Personal face-to-face
interaction
• Will likely exit the
workplace by 2021;
significant knowledge will
leave with them
• May resist new
technology solutions
• Tend to oppose change
without authorship
• Transacts limited
personal business online
© 2013 Ricoh Americas Corporation. All Rights Reserved.
Embracing Change
© 2012 Ricoh Americas Corporation. All Rights Reserved.
FOR INTERNAL USE ONLY - DO NOT DISTRIBUTE OUTSIDE OF RICOH 10
Facts about the Buyer 2.0
The Social, Self-educated Buyer • more connected
• more impatient
• more elusive
• more impulsive
• more informed
FOR INTERNAL USE ONLY - DO NOT DISTRIBUTE OUTSIDE OF RICOH
45% of the buying decision is made before the buyer has even said hello to your sales rep. - IDC 2012 Buyer Experience Study
Executive and line of business buyers just want to address a business need and move on.
Buyers are more connected than ever before: 62% visit tech blogs, 52% Linkedin, 21% contribute to blogs and 10% post to twitter on a regular basis.
IT Buying is a part-time job on top of a full time job. Team members spend, on average, 44% of their time on pre- and post-purchase activities.
Reality: Customers delay serious
engagement with sales while self-
diagnosing their problems.
Insight: Marketing must influence
the customer before they engage
with sales.
. Customer
Due
Diligence
Begins
Customer’s 1st
Serious
Engagement
with Sales
Purchase
57%
Complete
Customer Progress in Purchase Decision Process Before Engaging Sales
Source: CEB Customer
Purchase Research Survey,
2011; CEB Research.
11
Other Sources 8%
Colleagues / Customers
23%
3rd Party Consultants
22%
Suppliers 47%
Marketing’s Changing Role
Sources of Information Customers Use
Reality: Customers increasingly
look to non-supplier sources to guide
purchase decision making.
Insight: Marketing must influence
the customer’s influencers &
advisors.
*** Ricoh Americas Corporation Confidential ***
For Internal Use Only
Expertise is the Key
12
*** Ricoh Americas Corporation - Confidential - Internal Use Only ***
Marketing Sets the Strategy
Sales Finds the opportunity
Design and
Implementation Builds through expertise
Services Delivery Manages the SLAs
Voice of the
Customer Market Insight
Market Led Business Model
Technology and
Systems
Operational and
Administrative
Support
Leadership
Direction
Customer
Requirements
© 2012 Ricoh Americas Corporation. All Rights Reserved.
Critical Considerations
Where is the market going and do you
have the products and services for that
future?
Refine your space and claim a domain
– Commodity or ‘me too’ product/service; price
may be your primary differentiator
– New and Innovative; what’s your differentiator
or domain expertise?
Who is your customer and how do they
engage?
Are you in the right place to have
credibility?
What is the role of your sales force to
engage your customers?
© 2013 Ricoh Americas Corporation. All Rights Reserved.
Reaching the Right Customer
Is your message too compelling to
ignore?
Does your message resonate broadly
or must it be segmented?
– Personality Marketing
– Needs based, permission triggers and
loyalty drivers
A New World of Marketing
– Content marketing
– Social media
– Online advertising and Paid Clicks
– Lead generation tools
– Customer Relationship Management
System
© 2013 Ricoh Americas Corporation. All Rights Reserved.
Create a “Surround Sound” Effect
Inform
The
Brand CommsTeam
Marketing
Leadership Partners
Customers
All Employees
Influencers Ambassadors
Channels
MIN MAX
16
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Thought
Leadership
Imagery
Content
Messaging
What does this mean for me?
© 2013 Ricoh Americas Corporation. All Rights Reserved.
Technology Impact
Where is your message?
The Generational Divide
Does my message have broad appeal or
it is targeted for the different audiences?
Do I use different tools based on my
buyer?
Is Your Marketing Organization
Changing?
Investments in Innovation?
Where is Marketing positioned within
your changing organization? Is it driven
by the CEO?
Gracias