4. PhotobyAlexanderKustovonUnsplash
4
Increasing recognition of importance
of experiences
Companies are increasingly enhancing the value of their
products by creating customer experiences. Some
deepen the customer relationship by leveraging what they
know about a given customer to personalize offerings. Others
focus on the breadth of the relationship by adding
touchpoints. Our research shows that high-performing brands
do both —providing what we call “total experience.” In
fact, we believe that the most important marketing metric will
soon change from “share of wallet” or “share of voice”
to “share of experience.
The Ultimate Marketing Machine
Marc de Swaan Arons
Frank van den Driest , and Keith Weed
HBR July–August 2014
“
“
5. “People build brands
like birds build
nests, from scraps
and straws they
chance upon.”
We believe that Experiences CREATE brands
5
Jeremy Bullmore
7. Real-time Experience Tracking (RET)
7
ONLINE REAL-TIME ONLINE
Survey to capture
brand health
and imagery
Brand experiences
captured in
real-time via
mobile
Survey to capture
brand health
and imagery to
measure impact
Experience Maximizer modelling to measure impact of
experiences on brand consideration
8. Online Post Survey
[Day 10]
Experience Diary
[Day 2 – Day 9]
Real-time Experience Tracking (RET): How it works
8
b. Having the first
brand experience
a. Participant
completes online
pre survey and
gets briefed
f. Participant completes
online post survey and
finishes participation
d. Has another new brand
experience
All steps (surveys and diary) can be done
either on a PC or using a mobile phone
e. Immediately logs
in brand experience
in diary
Participants usually share
5-6 experiences throughout
the week of being an
experience reporter
Online Pre Survey
[Day 1]
c. Immediately logs
in brand experience
in diary
9. Take responsibility for
every brand touchpoint
– even those you don’t
control
01.
The Experience Driven
Marketing Manifesto
10. Consuming the product is an incredibly powerful touchpoint
Source: Current Brand Experience (Text Data)
Base: 21,877 texts
11. How touchpoints impact purchase: electrical goods
Seeing the product in a friend’s house impacts on purchase
7.5X 4.0x 3.0x 1.5x 1.2x 1.1x
RELATIVE LIKELIHOOD OF PURCHASE
VISIT TO
STORE
VISIT TO
WEBSITE
SEEING PRODUCT
IN FRIEND’S HOUSE
WORD OF
MOUTH
TELEVISION
AD
DIRECT
MAILING
Source: Macdonald, Wilson & Konus (2012), Harvard Business Review
16. How consumers experience MORE TH>N
TV
Conversation
Online/mobile -
Other
Poster
Online/mobile -
Social Media
Newspaper
Mailing/leaflet
Radio
Cinema
Magazine Call Centre Paid
Owned
Earned
Environmental
Touchpoint share for Total Market
22. 22
MESH believes that for brands to
succeed in the new world,
marketers need to take an
Experience Driven Marketing
approach.
Experience Model
23. If Content is King,
Context is Queen.
The Experience Driven
Marketing Manifesto
04.
24. Reach builds up throughout the day, peaking at prime time.
But engagement doesn’t follow the same pattern.
24
40%
50%
60%
70%
80%
0%
25%
50%
75%
T2B Positivity by TOD Consumer Packaged Goods
Source. MESH Experience Tracking
Base (# of experiences): All experiences n=115,662
75%
50%
25%
0%
Reach
T2B POS
25. Which touchpoint is it driven by?
25 Source. MESH Experience Tracking
Base (# of experiences): All experiences n=115,662
30%
40%
50%
60%
70%
80%
06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00
In Store OOH Press Seeing product TV Online
Indicates lower base size under 100
T2B Positivity by TOD Consumer Packaged Goods
Online in the eveningTV in the morning
26. Packaged goods TV ads enhance mood in morning!
26 Source. MESH Experience Tracking
“Watching the news in the
background, Sky Sports advert
break, puppets in the advert.
Eating my toast and drinking
my coffee. It made me smile
and I thought that it was a
great ad to show in a morning
when people may need
cheering up.”
CPG (food), TV, Ad from brand, 07.21,
Fairly positive, Slightly more likely to buy
27. Service experiences are more engaging from 6pm onwards
27 Source. MESH Experience Tracking
Base (# of experiences): All experiences n=597,466
30%
35%
40%
45%
50%
55%
*T2B Very positive + Fairly positive
T2B Positivity by Time of Day Services Category
28. Which touchpoint is it driven by?
28
30%
35%
40%
45%
50%
55%
60%
65%
06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00
Newspaper Radio TV Magazine Online Outdoor
Average positivity for the category
*T2B Very positive + Fairly positive
On taxi/bus Near
supermarket
Sports
stadium
Train/tube
station
T2B OOH Positivity after 6pm
Source. MESH Experience Tracking
Base (# of experiences): All experiences n=597,466
T2B Positivity by Time of Day Services Category
29. Higher dwell time provides greater engagement
and better message delivery
29
Source. MESH Experience Tracking
“I was waiting for my train when I saw
the advertisement on the wall. A red
and white advert about the X product
which gives you money back, but has
a monthly fee. It still makes me think
that this is a good deal, even though
my account does not have a charge,
the interest is very low, so this
might be better.”
Services, Outdoor, Train station,
Ad from brand, 18.30, Fairly positive,
Slightly more likely to buy
30. Experience is a journey.
The destination is not
purchase, but customers
meeting their goals.
The Experience Driven
Marketing Manifesto
05.
32. 11
6
9
25
16
32
20
30
40
50
60
30 40 50 60 70
PERSUASION
POSITIVITY
Hedonia
Agency
Quality
of Life
None
of these
Cultural
Affinity
Eudaimonia
Cultural affinity: social purpose and good behavior in society.
Eudaimonia: Helping people fulfill their life goals.
33. “RBS sponsor the 6 nations rugby tournament
but are partially owned by the country.
Why we allow them to sponsor this when
they needed bailing out seems wrong.”
TV, Other, Fairly Negative, Slightly Less Likely to Choose
“Great to see the Santander sponsored bikes.
These are a new addition at my place of work,
the Open University. Have seen colleagues
using them at lunchtime and after work.
Great talking point.”
Public Place/Event, Santander, Very Positive,
Much More Likely to Choose
36. Identifying ‘Internal Touchpoints’: Insight to Impact System
CODE
C – Client
M – MESH
1 – Meetings
2 – Presentation
3 – Document
4 – Email
5 – Conference Call
6 – Paper
7 – Phone Call
Importance to decision Making
Ranked 1 – 5
37. The Experience Driven Marketing Manifesto
01.
02.
03.
04.
05.
06.
Take responsibility for every brand touchpoint
– even those you don’t control
Measure share of experience, not share of voice
Emotion matters. Insist on engaged reach
If Content is King, Context is Queen
Experience is a journey. The destination is not
purchase, but customers meeting their goals
Organise around experiences. Not products,
functions or channels
38. Hugh Wilson
Professor of Strategic Marketing
Cranfield School of Management
+44 (0) 1234 758086
hugh.wilson@cranfield.ac.uk
@hughnwilson
www.cranfield.ac.uk
Fiona Blades
President and
Chief Experience Officer
+44 7979 808758
fionablades@meshexperience.com
@FionaMESH
www.meshexperience.com
Thank you!