customer journey maps lucy freeborn
DESCRIPTION
Lucy Freeborn explains how Propeller,net applied customer analysis to deliver much greater marketing performance to Hi TecTRANSCRIPT
Strategic Planning ‐ The Key to Unlocking Brand Potential
Lucy Freeborn – Creative Director
www.propellernet.co.uk
Once upon a time in a galaxy far far awayOnce upon a time, in a galaxy far far away...
30/04/2010
Jim
Jack
Time forTime fora fresha fresh
approach…approach…
The media landscapeInternet advertising
d h t kInternet advertising
d h t k
p
Traditional media Traditional media spend has overtaken TV, Radio and print
advertising
spend has overtaken TV, Radio and print
advertisingCustomers have a
voice and brands liveCustomers have a
voice and brands live
and advertising models are
f ili
and advertising models are
f iliggvoice, and brands live
or die by their reputations
voice, and brands live or die by their reputations
failingfailing
All powerful Googleis the new high
All powerful Googleis the new high
Customers have Customers have is the new high street, location is based on your
is the new high street, location is based on your
greater choice & the tools to make
informed decisions
greater choice & the tools to make
informed decisionsreputationreputation
informed decisionsinformed decisions
Working with Hi‐Tec
BackgroundObjectives
Our Brief
Objectives
Insight
Objectives•Online share of voice• Customer surveys•Key influencers•Google insights
...But objectives, couldn’t be met without really d di h di
Strategy
understanding the audience...
Understanding the customer
We developed a three tier insight project to get to grips with their audience and benchmark the brand:
Objectives
with their audience and benchmark the brand:
Examining where the brand sits in the online spaceInsight
Actually talking to their existing and non customers
•Online share of voice• Customer surveys•Key influencers•Google insoghts
Interviewing key media influencersStrategy
30/04/2010
Online share of voice
Our benchmark showed that Hi‐Tec do not currentlyObjectives
Our benchmark showed that Hi Tec do not currently rank in the top 100 positions in the UK or the US for any of our target keywords..Insight
Hiking Boots
Walking Boots
•Online share of voice• Customer surveys•Key influencers•Google insights
Walking Shoes
Climbing Shoes
Hiking Shoes
Snow Boots
•The total UK annual search volume in this sector is over1 5 illi
Strategy
Walking Sandals
Winter Boots
Waterproof Boots
Waterproof Shoes
1.5 million
p
No one is being sociable
Online Mentions of Hi‐Tec and competitor brands in UK
90 day period Oct‐Dec 2009
Objectives
90 day period Oct Dec 2009
Insight
•Online share of voice• Customer surveys•Key influencers•Google insights
Key Insights
Strategy
Key Insights
Very low levels of activity across all brands
18 mentions of the Hi‐Tec brand, 17 were product overviews l ti t l itrelating to sale sites
No product reviews on media sites
No forum posts or replies
Customer surveys
In‐store and online questionnaire to establish behavioural insight:
Objectives
insight:– Advice from friends and influencers was key
– All enjoyed activities in groups or families
Internet is hugely important to our target audiences more than 70%
Insight
– Internet is hugely important to our target audiences, more than 70% used Google at least once per week, search is pivotal
– We need to interrupt their online research journey to remind them we exist with exciting and engaging content
•Online share of voice• Customer surveys•Key influencers•Google insights
g g g g
– All groups believe that more people in the UK should focus on their health and recreation
Strategy
Research enabled us to segment the audience into five main ‘personas’
Guided creative execution of the strategy
The people who matter
Interviewed 20 key influencers
No other competitor brand had done that!
Objectives
No other competitor brand had done that!
They had advice on how to improve perceptions of the brand:– “prove commitment to hardcore outdoor users”
Insight
– “don’t over promise”
– “make less but make them better”
– “involve the experts more”
•Online share of voice• Customer surveys•Key influencers•Google insights
– “healthiest outdoor market for years”
What they said What they didn’t say
Strategy
Good value
Immediately comfortable
PerformanceReliable
DaringFor gentler
lk
Trapped in the middle
Technical Expertise Technical fit
PerformanceExciting Hiking
QualityCommitment
y What they didn t say
Golf
Daring (ION mask)
walkers
Underestimated
Functional
Lightweight
Innovative
ImprovingTK Maxx Advocacy
Well designed
Technically advanced
Aggressive marketing
No compromise
R&D
Millions of opportunities to engage consumers
Hiking
Ankle supportArch Support \ High arches
SpikesRounded soles
ColourSize
wi
Initial Research
Objectives
HikingHill WalkingWalkingMountainOutdoorTrekking
BackpackingClimbing(100%) Waterproof
Mens, BoysLadies, Womens, Girls
Infants, Toddlers Babies, Childrens, Kids
BootsShoesSandals
Rounded solesVelcro strapsVibram solesmotion control
Springs
ith
Wide, Flat, Narrow FeetO ti \ U d P tiI i h
Quick Wins
ClimbingMountaineering
ApproachSnowWinter
2,3/4 SeasonAdventure
( ) plightweight \ light \ ultra
lightLeather \ FabricComfortableFlexibleFlat
Cushioned
SandalsFootwear
for
Overpronation \ Under PronationPronation \ Pronators
Knee, Back PainBad feet
morton's neuroma (painful toes)plantar fasciitis \ shin splints
Heavy Women \ ObeseT d ill
•Online share of voice• Customer surveys•Key influencers
Insight
Steel toeIon MaskGortex
TreadmillArthritis
Stress fracturesOrthotics
Help me Decide
y•Google insights
StrategyHiking
Hill WalkingWalkingMountainOutdoorTrekking
BackpackingBootsShoes
Best (2009)Which
How to buyHow to choose
Review(s)Choosing\Choose
Top Rated
Walking boots – 154,800Hiking boots – 112,680 p g
ClimbingMountaineering
ApproachSnowWinter
3/4 SeasonAdventure
SandalsFootwear
pRatingsGuide
Recommended Buying
Top 10 (ten)CompareGood
Waterproof boots – 9,360Mens hiking boots – 2,160
Engage Target ConsumersEngage Hi Tec Consumers Engage Target ConsumersEngage Hi Tec Consumers
Develop related interest content for positive brand
associationHarness advocacy to improve awareness
to commitment online journeysThe outdoor market is huge, However, to ensure Key messages in search results – inspired by life
Develop decision support content in key influencer networks
Connect consumers with
Turn happy customers into influential advocates with user generated content.
Use customer network as a springboard for “word of mouth”
campaigns
with hardcore elite users at the top of the audience pyramid and the mainstream users tapping into brands as a fashion
,focus and effective use of marketing
spend and resource, Hi‐Tec needs to focus
Connect consumers with Hi Tec Content
key influencer content
Create and promote Hi Tec decision support content
p g
Create events for customers to live the Hi‐Tec brand
Establish direct feedback loop from
choice at the bottom... on the most realistic targets...
Connect consumers with points of purchase
Interrupt and intercept competitor evaluation
Establish direct feedback loop from customers into product development
Start direct customer relationships (Shoe Box insert – customer service)
We have broken free of siloWe have broken free of silo thinking and are joining the d f li j i !dots for our clients – join us!
www propellernet co ukwww.propellernet.co.uk
Twitter com/propellernetTwitter.com/propellernet
Rocket@propellernet co [email protected]
Lucy FreebornLucy‐Freeborn