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Brand Services – A user centric marketing tool

Content originally published with Martin Jordan in "Marke und digitale Medien", Springer Verlag.

Presented ad various conferences eg. at the NEXT Conference 2014 in Berlin, at the Service Experience Camp 2013 and the UXCamp Europe 2013. Also a presentation for a regular class at Miami Add School Europe.

More Brand Service examples here: http://www.christianvatter.com/great-examples-of-brand-services/

Brand Services – A user centric marketing tool

  1. 1. Brand Services – 
 A user centric marketing tool White Paper by Rlevance Consulting
  2. 2. Brand Services are a tool to complement traditional forms of marketing communications. Instead of annoying people with unsolicited messages, they are first and foremost a helpful service. Secondly there is a marketing messages baked right into them. 2
  3. 3. The times we live in 3
  4. 4. 3 factors influence consumerism nowadays 4 – Abundance of Choices – Marketing Distrust – Customer Sophistication
  5. 5. Abundance of Choices 5
  6. 6. 6 As customers we face an abundance of choices available time choices
  7. 7. Wether in content… 7 430.000 hours of new youtube videos 420 million status updates on facebook 70 million photos uploaded to Instagram active websites on the internet every day… 1.300.000.000 cute cat photos on the internet (estimate) 250 movies released 2014 by the 15 major film studios Source: intel.com/content/www/us/en/communications/internet-minute-infographic.html What happens in an internet minute
  8. 8. 8 …or in products and services to use
  9. 9. 9 »A wealth of information creates 
 a poverty of attention« Herbert Simon
  10. 10. People are confronted with an abundance of choices. 10 Their attention has become a valuable resource – everybody asks for it, but only few are rewarded with it.
  11. 11. Marketing Distrust 11
  12. 12. 12 Source: Nielsen Global Trust in Advertising Recommendations from people I know Consumer opinions posted online Editorial content (e.g. in newspapers) Ads on TV Ads in magazines Billboards / outdoor advertising Ads in radio Ads served in search engine results Online banner ads 0 50 100 67 60 58 53 53 53 42 30 8 33 40 42 47 47 47 58 70 92 Trust completely / somewhat Don’t trust much/at all Communication has lost credibility
  13. 13. 13 Advertising is not always 100% truthful
  14. 14. 14 Interrupting, disguising, tricking
  15. 15. 15
  16. 16. 16
  17. 17. Marketing Communication has lost credibility. 17 Many companies try to outsmart people, ignoring that it is about fostering a valued relationship, not making a quick sale.
  18. 18. Customer Sophistication 18
  19. 19. 19 Forrester Research regard customer centricity a necessity Source: Forrester Research, 2012 Age of the customer Buyers empowered by digital and transparency make customer centric companies successful Amazon Zappos Age of information Connected PCs and supply chains makes companies who control information successful Amazon Google Age of manufacturing Industrial manufacturing makes mass-producing companies successful Ford Boing Age of distribution Global connections and transportation makes companies with good distribution successful Toyota Procter & Gamble
  20. 20. 20 Forbes Magazine sees Customer Experience as the new benchmark

  21. 21. 21 What is Customer Experience? Memorable experience
 in special, extraordinary situation (positive or negative) Regular experience 
 when „using“ company touchpoints day-to-day

  22. 22. 22 Source: Forrester Research;
 North American Technographics Customer Experience Online Survey, Q4 2011, Base: US Online consumer Positive experiences increase loyalty and recommendation Low 0 0.71 0.65 MediumHigh Low Medium High Willingness to consider the company for another purchase Likelihood to recommend 
 to a friend or colleague Correlation with Customer Experience
  23. 23. 23 US company Zappos reaches the top with customer focus

  24. 24. 24 Netflix wins with it, while Blockbuster goes out of business
 2004 2005 2006 2007 2008 2009 2010 Blockbuster Revenue Netflix Revenue $6 Billion $4 Billion $2 Billion $0 $ 2.2 Billion Bankrupt Source: www.go-digital.net
  25. 25. Customers know the rules of the game. 25 They seek out those companies that appreciate them and add value to their lives.
  26. 26. Also for businesses times have changed 26
  27. 27. 27 Businesses are in an age of extreme competition
  28. 28. 28 Shorter innovation cycles Competition from multiple sides Higher demand for 
 new products More and more products More offers per category Strong rivalry between offers
  29. 29. 29 The goal is to be noticed and ultimately preferred over competitors your brand
  30. 30. 30 Today’s Marketing dilemma need for attention and preference Abundance of Choice Marketing Distrust Consumer Sophistication
  31. 31. The solution to this dilemma? 31
  32. 32. 32 Painting: Michiel van der Born More communications Scream louder, interrupt harder?
  33. 33. 33 »Innovate« more and create more variations?
  34. 34. 34 More communications Engage in price wars?
  35. 35. 35 I want you to listen and understand. What‘s in it for me? What it really is about
  36. 36. 36 A simple solution Marketing
 needs User
  37. 37. 37 It is not an »either or«, it‘s an »and«
  38. 38. 38 Brand Services: A solution to balance business and user needs
  39. 39. 39 Service design is great at delivering on user needs …
  40. 40. 40 … but usually doesn‘t take the brand into account
  41. 41. 41 Marketing communication knows how to give a brand promise …
  42. 42. 42 … but is extremely bad at creating value for people
  43. 43. 43 Why not combine the approaches? Marketing Communication Service Design
  44. 44. 44 We researched and analyzed 90+ examples http://www.christianvatter.com/great-examples-of-brand-services/
  45. 45. 45 Enter: Brand Services a service that helps promoting the offer/brand a service that is an add-on to the core offer a service with little or no costs for users
  46. 46. Example: Guide Michelin 46 One of the oldest brand services offers a list of worthwhile restaurants for travellers
  47. 47. Example: Kodak Picture Spot 47 Recommends best spots from which to take a photograph
  48. 48. Example: KLM Meet & Seat 48 Provides passengers the option to sit next to interesting people, based on Facebook & LinkedIn profiles
  49. 49. Example: Adidas Runbase 49 A concept store in Tokyo next to a popular running site offering free running gear, showers & lockers
  50. 50. Relevant aspects of a brand service 50 Brand-fit Services that deliver on the brand Novelty Services that have news value Usefulness Services that are highly useful
  51. 51. Usefulness: Hornbach Projekt-Buch 51 A comprehensive book that teaches you everything from laying parquet flooring to building a pond

  52. 52. Brand Fit: Sit or Squat by Charmin 52 Provides an app called “sit or squat” that helps to locate clean public toilets

  53. 53. Novelty: Ikea Catalogue 53 Augmented reality mode lets you to place furniture into your home via your phone before going to store

  54. 54. Relevant aspects of a brand service 54 Brand-fit Services that deliver on the brand Novelty Services that have news value Usefulness Services that are highly useful The Ideal
  55. 55. Ideal Example: KLM Must See Maps 55 A digital city plan of KLM destinations, where your can invite your friends to mark their favorite places
 Watch the video here: http://www.youtube.com/watch?v=dosrsAy4ENY
  56. 56. Brand service mechanics positive/favorable experience with the brand experience of the brand promise delivered Service based on user need Issued by a brand An add-on to core-offer at little or no cost for user Check: useful brand-fit news-value value for user
  57. 57. Make people want things 57 Make things people want
  58. 58. 58 http://www.christianvatter.com/great-examples-of-brand-services/ More examples of Brand Services can be found here:
  59. 59. Content originally published in "Marke und digitale Medien“, Springer Publishing, 2014 59
  60. 60. 60 making companies relevant for people Illustrators Icons (Nounproject): Herbert Spencer / Stefan Kovac / Ates Evren Aydinel / Creative Stall / Francielly Costantin Senra / DKHN / Inn Style Rlevance Consulting Christian Vatter
 cv@rlevance.com Berlin, Germany www.rlevance.com all intellectual property rights reserved