Lucy Freeborn explains how Propeller,net applied customer analysis to deliver much greater marketing performance to Hi Tec

1. Strategic Planning ‐ The Key to Unlocking Brand Potential
Lucy Freeborn – Creative Director
www.propellernet.co.uk

2. Once upon a time, in a galaxy far far away...
Once upon a time in a galaxy far far away
30/04/2010

3. Jim
Jack

5. Time for
a fresh
approach…

6. The media landscape
p
Internet advertising
Traditional media
spend has overtaken
dh t k
and advertising TV, Radio and print
models are Customers have a
voice, and brands live
voice and brands live advertising
g
failing
f ili
or die by their
reputations
All powerful Google
Customers have
is the new high
is the new high
greater choice & the
street, location is
tools to make
based on your
informed decisions
informed decisions
reputation

9. Working with Hi‐Tec
 Background
Objectives
 Our Brief
Insight
•Online share of voice  Objectives
• Customer surveys
•Key influencers
•Google insights
Strategy
...But objectives, couldn’t be met without really
understanding the audience...
d di h di

10. Understanding the customer
Objectives
 We developed a three tier insight project to get to grips
with their audience and benchmark the brand:
with their audience and benchmark the brand:
Insight
 Examining where the brand sits in the online space
•Online share of voice
• Customer surveys
•Key influencers
•Google insoghts  Actually talking to their existing and non customers
Strategy
 Interviewing key media influencers
30/04/2010

11. Online share of voice
Objectives
 Our benchmark showed that Hi‐Tec do not currently
Our benchmark showed that Hi Tec do not currently
rank in the top 100 positions in the UK or the US for
Insight
any of our target keywords..
•Online share of voice
• Customer surveys
•Key influencers Hiking Boots
•Google insights
Walking Boots
Walking Shoes
Climbing Shoes
•The total UK annual
Strategy
Hiking Shoes
search volume in this
Snow Boots
sector is over
Walking Sandals 1.5 million
1 5 illi
Winter Boots
Waterproof Boots
Waterproof Shoes
p

12. No one is being sociable
Objectives Online Mentions of Hi‐Tec and competitor brands in UK
90 day period Oct Dec 2009
90 day period Oct‐Dec 2009
Insight
•Online share of voice
• Customer surveys
•Key influencers
•Google insights
Strategy
Key Insights
Key Insights
 Very low levels of activity across all brands
 18 mentions of the Hi‐Tec brand, 17 were product overviews
relating to sale sites
l ti t l it
 No product reviews on media sites
 No forum posts or replies

13. Customer surveys
Objectives
 In‐store and online questionnaire to establish behavioural
insight:
– Advice from friends and influencers was key
Insight
– All enjoyed activities in groups or families
– Internet is hugely important to our target audiences more than 70%
Internet is hugely important to our target audiences, more than 70%
•Online share of voice
• Customer surveys used Google at least once per week, search is pivotal
•Key influencers
•Google insights – We need to interrupt their online research journey to remind them
we exist with exciting and engaging content
g g g g
– All groups believe that more people in the UK should focus on their
Strategy
health and recreation
 Research enabled us to segment the audience into five main
‘personas’
 Guided creative execution of the strategy

14. The people who matter
Objectives
 Interviewed 20 key influencers
 No other competitor brand had done that!
No other competitor brand had done that!
Insight
 They had advice on how to improve perceptions of the brand:
– “prove commitment to hardcore outdoor users”
•Online share of voice – “don’t over promise”
• Customer surveys
•Key influencers – “make less but make them better”
•Google insights
– “involve the experts more”
– “healthiest outdoor market for years”
Strategy
What they said
y What they didn t say
What they didn’t say
Trapped in Immediately Technical
Technical Expertise
the middle Good comfortable Commitment fit
Quality
Reliable value
For gentler Performance Exciting Hiking
Performance
walkers
lk Daring
Daring Functional Well
(ION mask) Golf designed Advocacy No compromise
TK Maxx
Lightweight Underestimated Improving Technically Aggressive
advanced marketing R&D
Innovative

15. Millions of opportunities to engage consumers
Initial Research
Colour
Objectives Ankle support
Size
Arch Support High arches
w Spikes
Hiking i Rounded soles
Rounded soles
Mens, Boys Hill Walking t Velcro straps
Ladies, Womens, Girls Walking h Vibram soles
Infants, Toddlers Mountain motion control
Quick Wins Babies, Childrens, Kids Outdoor Springs
Trekking Boots
Backpacking Shoes Wide, Flat, Narrow Feet
(
(100%) Waterproof
) p Climbing Sandals
Insight
I i h Overpronation U d P
O ti Under Pronation ti
lightweight light ultra Mountaineering Footwear Pronation Pronators
light Approach Knee, Back Pain
Leather Fabric Snow Bad feet
Comfortable Winter f
•Online share of voice morton's neuroma (painful toes)
Flexible 2,3/4 Season o
• Customer surveys plantar fasciitis shin splints
Flat Adventure r
Heavy Women Obese
y
•Key influencers Cushioned
Treadmill
T d ill
•Google insights Steel toe
Arthritis
Ion Mask
Stress fractures
Gortex
Orthotics
Strategy Help me Decide
Best (2009) Hiking
Which Hill Walking
How to buy Walking
How to choose Mountain
Walking boots – 154,800 Review(s) Outdoor
ChoosingChoose Trekking Boots
Hiking boots – 112,680 Top Rated
p Backpacking
p g Shoes
Waterproof boots – 9,360 Ratings Climbing Sandals
Guide Mountaineering Footwear
Mens hiking boots – 2,160 Recommended Approach
Buying Snow
Top 10 (ten) Winter
Compare 3/4 Season
Good Adventure

16. Engage Hi Tec Consumers
Engage Hi Tec Consumers Engage Target Consumers
Engage Target Consumers
Develop related interest
Harness advocacy to improve awareness content for positive brand
The outdoor market is huge, to commitment online journeys association
,
However, to ensure
Key messages in search
with hardcore elite users at the
Turn happy customers into influential results – inspired by life focus and effective
advocates with user generated content.
top of the audience pyramid use of marketing
Develop decision support content in
and the mainstream users
Use customer network as a spend and resource,
key influencer networks
springboard for “word of mouth”
tapping into brands as a fashion
campaigns
p g Hi‐Tec needs to focus
Connect consumers with
key influencer content
choice at the bottom... on the most realistic
Create events for customers to Create and promote Hi Tec
live the Hi‐Tec brand decision support content targets...
Connect consumers with
Establish direct feedback loop from
Establish direct feedback loop from Hi Tec Content
customers into product development
Interrupt and intercept
competitor evaluation
Start direct customer relationships Connect consumers with
(Shoe Box insert – customer service) points of purchase

17. We have broken free of silo
We have broken free of silo
thinking and are joining the
dots for our clients – j i
d f li join us!
!
www.propellernet.co.uk
www propellernet co uk
Twitter.com/propellernet
Twitter com/propellernet
Rocket@propellernet.co.uk
Rocket@propellernet co uk
Lucy Freeborn
Lucy‐Freeborn