phil johnston - ben journey to the perfect market
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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
w www.springsouthwest.co.uk
t 07920 726480