Adam Warburton - Travelex

Transcript

1. Supercharging
   Engagement In An
   Unengaging Category
   @adamwarb
   

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2. Need
   Need
   Have
   Have
   

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11. Need
    Need
    Have
    Have
    

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12. Need Have
    Currency
    

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13. What’s the customer problem
    you’re solving?
    

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14. ing credit
    uture use
    Borrowin
    credit
    Transferring credit
    in an alternative
    currency
    Transferring credit
    at a distance
    Transferring credit
    whilst present
    Transferring credit in
    exchange for goods
    and services
    Transferring credit
    in a domestic
    currency
    

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16. Medium: @OmerYariv
    

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17. What should I
    wear today?
    When’s the best
    time to go out?
    Should I take my
    allergy meds?
    

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18. Medium: @OmerYariv
    

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19. Medium: @OmerYariv
    

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20. Medium: @laurenceveale
    

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21. Medium: @laurenceveale
    

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22. Make dinner
    better
    Impress someone
    Enjoyment /
    Relaxation
    

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23. Medium: @laurenceveale
    

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24. Medium: @laurenceveale
    

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26. More flavours Cheaper price
    

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27. Entertain me /
    keep me busy
    Fill me up until
    lunch time
    

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29. Need Have
    Currency
    

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30. ing credit
    uture use
    Borrowin
    credit
    Transferring credit
    in an alternative
    currency
    Transferring credit
    at a distance
    Transferring credit
    whilst present
    Transferring credit in
    exchange for goods
    and services
    Transferring credit
    in a domestic
    currency
    

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31. I want to pay
    easily (familiar)
    I want payment
    to be universally
    accepted
    I want it to be
    low cost
    I want it to be
    safe
    I want it to be
    easy to acquire
    I want it to be
    portable
    I want it to be
    trustworthy
    

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32. Familiarity Acceptance Cost Acquisition Trust Portability Security
    Suitability
    Cash
    

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33. Familiarity Acceptance Cost Acquisition Trust Portability Security
    Suitability
    Cash
    Cards
    

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34. Familiarity Acceptance Cost Acquisition Trust Portability Security
    Suitability
    Cash
    Cards
    Supercard
    

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36. Lessons
    Currency is interesting (!)
    Understanding the job of the product is key to winning
    Optimise for underserved outcomes
    

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37. Thank You
    @adamwarb
    

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