1.
Promote you Self-service
Portal to perfection
Ron van Haasteren

2.
Ron van Haasteren
International Marketer
Product Owner at Communications
Former Consultant

3.
Marketing for dummies
Marketing 101

4.
Marketing 101
Marketing is: everything a company does to improve
the sales of their product and/or services.

5.
Marketing 101
Marketing is: everything a company does to improve
the sales of their product and/or services.
Marketing is: everything departments do to improve
the use of the Self-service portal.

6.
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating campaigns
Step 5: Keeping the customer

7.
Let’s take an example
A great example

8.
BBC

9.
B B C
· Brilliant Bag Carrier

10.
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating campaigns
Step 5: Keeping the customer

11.
Have a clear target
Within a week, everyone in Denmark is using the BBC.

12.
Have a clear target
Within a week, everyone in the UK is using the BBC.
Within six months, 50 percent of bag carriers in
Denmark are using the BBC.

13.
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer

14.
What is the market?
· People who shop a lot
· People who go food shopping
· People who have money to spend
· People aged between 25 and 60

15.
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer

16.
Who are in the market?
Create your personas.

17.
Annabel
· Shopaholic
· Lives in the shopping centre
· Carries on average 9 bags every Saturday

18.
Claire
· Single mum
· Going food shopping is tough enough for her
· Meets lot of like-minded women at her
childrens’ school

19.
Malcolm
· Loves his wife big time
· Prefers to spend Saturday on the couch
drinking beer
· Gets dragged to the high street quite
often
· Carries her bags out of love

20.
Jacob
· Hipster
· Carries only recycled bags
· May be in pain, but you won’t see
it due to his beard

21.
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer

22.
Create campaigns
· Plural!
· One poster is not enough
· Four personas = at least four types of campaigns

23.
Brand awareness
· BBC – blimp
· BBC – big band

24.
Annabel
· Shopping centres
· Fancy look and feel
· Muscled men could carry her bags for
15 minutes after purchasing the BBC
· #BBC #NoFilter #PainGoAway

25.
Claire
· Promotion at the playground
· Reward Claire for recommending the BBC
· Discount at supermarkets

26.
Malcolm
· Approach him with relatable people
· Located near department stores
· Keep it plain and simple

27.
Jacob
· At the barber
· Eco-friendly commercials
· Creating a statement

28.
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer

29.
Retainment
Plan
DoCheck
Act

30.
But now…
The Self-service Portal

31.
What are the similarities?
· Good idea
· New or renewed

32.
Self-Service Portal
· Service Catalogue
· You can be a bit creative...

33.
Marketing 101
Marketing is: everything a company does to improve
the sales of their product and/or services.
Marketing is: everything departments do to improve
the use of the Self-Service Portal (SSP).

34.
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer

35.
Have a clear target
100 percent of calls are logged via the Self-Service
Portal.

36.
Have a clear target
100 percent of calls are logged via the Self-Service
Portal.
Within 6 months, the amount of calls logged through
the Self-Service Portal increases by 20 percent.

37.
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer

38.
What is the market?
· All departments
· Working employees/colleagues
· Support mechanism for the organisation’s primary
purpose

39.
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer

40.
Personas
· Who are your Annabel, Claire, Malcolm and Jacobs?

41.
Anita
· The person who knows everything
· An influencer
· A good ambassador

42.
Mike
· Doesn’t like change
· A silent protester
· Seldom leaves his desk

43.
Chris
· On the road a lot
· Doesn’t care about changes
· Lack of motivation for the SSP

44.
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campacs
Step 5: Keeping the customer

45.
Brand Awareness
· Name is important:
· Self-service portal
· TOPdesk

46.
Brand Awareness
· Real-life example: FIX

47.
Before During Go live Afterwards

48.
Before
· Changes, resistance

49.
Before During Go live Afterwards

50.
During
· Feedback group
· Testing, controlling, adjusting

51.
Before During Go live Afterwards

52.
Go live
· Big gathering
· Posters
· Cake
· Leaflet/desk triangles

53.
Less obvious promotions

54.
Marketing 101
Step 1: Clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Create Campaigns
Step 5: Keeping the customer

55.
Before During Go live Afterwards

56.
Keeping the customer
Plan
DoCheck
Act

57.
And then …
· Staying alive
· Monitoring
· Improving
· Drop-in sessions

58.
The TOPdesk Champion
· Ensuring the SSP is ‘fit for purpose’
· Innovation
· Up-to-date
· Communication

59.
Conclusion
· Self-service portal needs to be sold
· Make your market visible
· Different communication channels for different
personas
· Involve people with the development
· Assign a TOPdesk Self-Service Portal champion

60.
Questions?

61.
View this presentation online
www.slideshare.net/TOPdesk