Viva La Evolution! (Final)
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Viva La Evolution! Harnessing the opportunities for FS Marketers Steve Revill, Partner, Positive Momentum Ltd
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Highly interactive Financial Services Marketing workshop run as part of the Chartered Institute of Marketing\'s Northern Conference in Manchester on May 22nd 2012. The session challenged marketers to evolve the way they think about gathering and applying knowledge of their customer, market and self. Explores linkages between trust and customer service.
Transcript of Viva La Evolution! (Final)
Viva La Evolution! Harnessing the opportunities for FS Marketers
Steve Revill, Partner, Positive Momentum Ltd
Power of Marketing =
Knowledge + Evolution
Know your
customer
Know your
market
Know yourself
How do they make you feel?
Why do you trust them?
What is their customer service
like?
What would make you stop trusting
them?
Which brand do you trust?
Image credit: Mark Evans, via blog.thefurnituremarket.co.uk
Know your customer: key takeaways
Constantly look for new ways to
deepen trust with your customers
Use the voice of the customer to
amplify your message
For every project, ask “what is the
impact on customer trust”
Power of Marketing =
Knowledge + Evolution
Know your
customer
Know your
market
Know yourself
Image credit: Wikipedia/lazunov.deviantart.com
Top marks for service
Service + Trust = Competitive Threat
Lo
Lo Hi
Hi
Trust
Customer Service
Threat of new
entrant?
Market response planning Brand How easy
(H/M/L) Impact
(H/M/L) Response?
Amazon
M&S
First Direct
John Lewis
Virgin (Holidays)
Saga (Holidays)
Boots
?
?
?
Know your market: key takeaways
Keep your market radar on and
pointing the right way
Look for competitive
threats in unusual places
Regularly review and update market
response plans
Power of Marketing =
Knowledge + Evolution
Know your
customer
Know your
market
Know yourself
Image credit: Wikipedia
Why does your team exist? What is your fundamental
commercial purpose TODAY?
Generate leads?
Market research?
Increase sales? Execute
campaigns?
Custodian of the brand?
Contribute to business strategy?
Why does your team exist? What is your fundamental
commercial purpose in 6-12 months?
? ? ?
Know your self: key takeaways
Know what you are good at TODAY, and constantly leverage
Frequently revisit your team’s
commercial purpose- how are you doing?
Stay true to your personal and brand
values
Power of Marketing =
Knowledge + Evolution
Know your
customer
Know your
market
Know yourself
Know your customer
Constantly look for new ways to deepen
trust with your customers
Use the voice of the customer to amplify
your message
For every project, ask “what is the
impact on customer trust”
Know your market
Keep your market radar on and
pointing the right way
Look for competitive threats in unusual
places
Regularly review and update market response plans
Know yourself
Know what you are good at TODAY, and constantly leverage
Frequently revisit your team’s
commercial purpose- how are you doing?
Stay true to your personal and brand
values
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” Charles Darwin
@steve_revill
www.linkedin.com/in/steverevill
Thank you and enjoy the rest of the day!
