on strategy Managing multi-disciplinary teams Internal coordination of marketing activities How to measure and report, learn and improve efforts Digital, social and the new marketing channels How to handle the creative development process Understanding customer context and integrating into campaigns
on strategy Managing multi-disciplinary teams Internal coordination of marketing activities How to measure and report, learn and improve efforts Digital, social and the new marketing channels How to handle the creative development process Understanding customer context and integrating into campaigns 1 2 3 4
Customer Company: Initiative: D O T Brand, Customer and Goals Quicksheet Made for you with love by the: Who buys and uses your product or service? What is your customer trying to get done in their work or life?
Customer Company: Initiative: D O T Brand, Customer and Goals Quicksheet Made for you with love by the: Who buys and uses your product or service? What is your customer trying to get done in their work or life? What is their attitude and opinions about you?
Customer Company: Initiative: D O T Brand, Customer and Goals Quicksheet Made for you with love by the: Who buys and uses your product or service? What is your customer trying to get done in their work or life? What is their attitude and opinions about you? What is their risk, pain or frustration?
Customer Company: Initiative: D O T Brand, Customer and Goals Quicksheet Made for you with love by the: Who buys and uses your product or service? What is your customer trying to get done in their work or life? What is their attitude and opinions about you? What is their risk, pain or frustration? What do they need to overcome their challenges?
Customer Company: Initiative: D O T Brand, Customer and Goals Quicksheet Made for you with love by the: Who buys and uses your product or service? What is your customer trying to get done in their work or life? What is their attitude and opinions about you? What is their risk, pain or frustration? What do they need to overcome their challenges? What features, campaigns or tools can we provide?
Customer Company: Initiative: D O T Brand, Customer and Goals Quicksheet Made for you with love by the: What you sound like to your customer? Who buys and uses your product or service? What is your customer trying to get done in their work or life? What is their attitude and opinions about you? What is their risk, pain or frustration? What do they need to overcome their challenges? What features, campaigns or tools can we provide?
Customer Company: Initiative: D O T Brand, Customer and Goals Quicksheet Made for you with love by the: What you sound like to your customer? Who buys and uses your product or service? What is your customer trying to get done in their work or life? What is their attitude and opinions about you? What is their risk, pain or frustration? What do they need to overcome their challenges? What features, campaigns or tools can we provide? The emotional & quantitative benefits you provide
Customer Company: Initiative: D O T Brand, Customer and Goals Quicksheet Made for you with love by the: What you sound like to your customer? Who buys and uses your product or service? What is your customer trying to get done in their work or life? What is their attitude and opinions about you? What is their risk, pain or frustration? What do they need to overcome their challenges? What features, campaigns or tools can we provide? The emotional & quantitative benefits you provide Adjectives that describe your customer
warm, professional and friendly environment while helping them feel secure and giving them peace of mind. Simplified Positioning Trojan Storage Rebranding Case Study
crawl inside my brain and deliver something that I was unable to describe. This is the brand I always hoped we’d have.” – Brett Henry/Trojan Storage CEO
Ole’s several times (5 over the last 7 years). First time with kids but as they got older goes with clients. Hunter– dove whitetail deer. Goes to Argentina to hunt with college buddies. Has deer lease. Father passed away. 2008 company financials weren’t great, so skipped a year. Comes to get away from pressure, incessant barrage of information, crowds, the grind. Relax w/ buddies. Time on water w/ guest important. Likes to fish but dinner is important. Likes group atmosphere. Middle of the pack attitude. Wants to kill something. Share stories and be part of community. Feel warm and fuzzy. Demographic: 58 2nd Marriage 3 Kids (30, 28, 24) 2 Kids from 1st wife Masters Political Science Bachelors of Commerce $250k Houston, Texas Likes broad range of music: George Jones, Taylor Swift. Reads Wall Street Journal, NY Times (it’s for work, but he enjoys being informed). Needs: Solutions: User 1: Joe Johnson (CFO Weyerhauser) get away from pressure relax share stories
community. Feel warm and fuzzy. Needs: Joe Everything looked after. No hassle. Looking for break from having to worry about all the details in his life. Wants to have feeling of accomplishment. Making decisions on instinct. Get away from analytic thinking. Go with gut and intuition. Get away from sterile environment. Reconnected with natural world. Be in the elements. Primal self (hunter/gatherer). “Good caveman”. Getting out into the outdoors. Emotional need. Get centered. Decompress. Want to be heard. Feel like kid. Reconnect w/ youth. Feel younger. Solutions: • Personalized greeting (first name basis) from very beginning (Joan), Ernie welcomes guest, through goodbye wave, photo album follow up. • 24 hr response • All-inclusive (rain-gear, tackle, license ready on arrival, dietary needs, fish processing, anticipating needs, trip planner, reminder emails) • Dock talk, BBQ night, happy hour, scheduled gathering time • Create illusion of perfect world, conflict and worry free. Utopia for fisherman. • 5 Star service. decompress feel younger reconnected
report, learn and improve efforts Involved stakeholders require less reporting. They feel calmer Understanding customer context and integrating into campaigns Customer profiles serve as a center point for messaging, UX and brand story
report, learn and improve efforts Involved stakeholders require less reporting. They feel calmer Understanding customer context and integrating into campaigns Customer profiles serve as a center point for messaging, UX and brand story Internal coordination of marketing activities EVERYONE knows who we are, our customers and goals
report, learn and improve efforts Involved stakeholders require less reporting. They feel calmer Understanding customer context and integrating into campaigns Customer profiles serve as a center point for messaging, UX and brand story Internal coordination of marketing activities EVERYONE knows who we are, our customers and goals Getting executive buy-in on strategy Having them IN THE ROOM gets you instant buy-in
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