phil johnston - ben journey to the perfect market

Journey to the perfect market

• Phil Johnston

Scientific excellence vs

customer’s needs

Tips for the Journey

• Preparation/packing

• The journey

• The destination

Preparation/packing

• Business plan• Market Focus• Clarity on Brand• Strategic Plan• Partners• Plan B• PR/Comms• 3R’s

4 pots of knowledge

• Know your consumers

• Know your competitors

• Know your destination

• Know yourself (brand)

Why does brand matter?• Reputation

• Commands a price premium

• Increase Return on Investment

• Establishes differentiation and advantage over competitors

• Increase ability to launch new products and services

• Overcoming negativity

• Instilling pride

• Building a strong and unified culture

• Recruitment

Poor customer service

Internal interview

“Customer service is a problem: we’re very

reactive.”

‘We have market data but how do we use it?’

Strategic mapping

There are a range of opinions about the type of information the Met Office should provide to its customers

Theoretical data

Applied knowledge

The Met Office provides data in its rawest form

The Met Office provides data that has been

analysed, interpreted and is relevant to its customers

A range of opinions about the type of relationship the Met Office should have with customers

Information resource

Client focused

The Met Office proactively seeks to understand our client’s business, what to provide, and how to package it for maximum benefit

The Met Office acts as an information resource, where customers request the information they need and analyse it themselves

Preparation/packing

• Business plan• Market Focus• Clarity on Brand• Strategic Plan• Partners• Plan B• PR/Comms• 3R’s

3 R’s Test

• Resonate?

• Relevant?

• = Reality?

Tips for the Journey

• Preparation/packing

• The journey

• The destination

Effort Priority #1 Brand building

Journey Tip #1 Nurture Equity

E = [CD]2

Equity/Essence = Compelling Differentiation Consistently Delivered

Compelling Differentiation must be :single minded, sustainable, motivator to purchase,and leverages consumer insight (3 R’s)

Consistently Delivered :consistency between promise and delivery, thru the mix and over time

Journey Tip #2Think/Act : Target Audience• Right Place

• Right Time

• Right Format/voice

See it/feel it through their eyes !

Journey Tip #3Ways of working

• Seek and Use 360 feedback regularly

• Practice Continuous Improvement

• Promote & Celebrate success

• Communicate and involve

• Deliver service excellence

Tips for the Journey

• Preparation/packing

• The journey

• The destination

The ‘70/30 rule’

“ We can do nothing about the past, relatively little about the present, but a great deal about the future” ANON

Phil Johnston

Spring South West Strategic Consultancy

e phil@springsouthwest.co.uk

w www.springsouthwest.co.uk

t 07920 726480