Measuring Brand Experience at Every Touch Point
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Measuring Brand Experience at Every Touch Point
- 1. Measuring Brand Experience at every Touch Point Raúl AMIGO CEO & Founder La Linea Digital & Channel Marketing
- 2. RAUL AMIGO CEO & MANAGING PARTNER BUENOS AIRES, ARGENTINA Raúl is a firm believer that Marketing is the art to consistently connect Brands with people through a wide range of means and fomats. It´s one of his passions and has been practicing it for more than 20 years. After graduating with a BS/MS in engineering in the mid 80’s, he started a fast track career in Sales & Marketing working for the japanese giant NEC . He became a pioneer of the borning wireless industry and was part of the founding team of the GTE Mobile venture leading the Channel development team. After that succesfull story, he turned himself into a start up specialist and played leading roles in Nextel CellStar, Asista and Visual Presence roll outs in Latin America. He completed his education with an MBA degree in the IDEA Institute and an MBA in International Business from one of the oldest Universities in Europe, Univesitat de Lleida, Spain. Another two strong passions of him are entrepreneurship and Higher education. He is founder and partner of EMPREAR , a non for profit organization endorsed by the MIT and the Stanford technology Venture program, that help technology based entrepreneurs, and MBA guest Lecturer in ADEN School of business, in 12 countries of LATAM. From long time ago he envisioned a new way to manage brands along the channel value chain. Finally in 2007 Raúl founded La linea to make that dream come true.
- 4. What is Brand XP? Let´s begin with what is not Brand Experience
- 5. It´snottheoutcome of a one time shoteffort
- 8. So… ?
- 9. We understand BRAND XP as the result of the series of impressions that the Brand was able to generate over each person along the time
- 10. So Brand XP will be the result of 3 components
- 15. 2.Value 1.Frequent interaction 3.Emotion The Brand Experience is the integration of thethreeenviroments
- 16. How can we make the BXP entheleqy come to life?
- 18. The 5 enviroments where brand should outperform
- 20. The Conversation Circle Here is where the brand talks We need to define what channels the brand is using to connect with its audiences and the impact each one of them is generating Voice, tone, message and communication codes will be measured.
- 21. The Digital Circle Our digital world Every day we spend more & more time on line Does the brand is making our life better here? How is it adding value to our digital experience?
- 22. User Interaction The physical part of the experience. How many senses are involved? How much pleasure the brand is providing? Is it helping us to incorporate new skills?
- 23. Intimacy Is our inside world Here we assign meaning through the experience Deep thoughts connecting the brand with hidden desires
- 24. Retail Experience What happen when we get into the store? How do we experience the sum of stimuli produced by Staging, product displays, POP material, Expert advice
- 25. The 3D Model The way me measure the Brand XP in each circle:
- 29. First Dimension Time Frequency Relevance Second Dimension Efforts Rewards Benefits Third Dimension History Nostalgia Memories When does the 3D Model apply?
- 30. Waitforone minute and let´sgo back
- 31. Mass Communications Retail Experience User Interaction Intimacy The Digital Circle Circles of Influences Back to the circles of interest 2.Value 1.Frequent interaction 3.Emotion The Brand Experience Back to the Brand Experience process
- 32. The BXP formula: Brandex = a x BXP Conv.+ b x BXP Retail + c x BXP User + d x BXP Intim. + e x BXP Dig.
- 33. BXP Retail= INT. + VAL. + EMOT. 2 2 2 The Brand XP index in each circle
- 34. PASION MOVISTAR Business case The Retail Experience
- 36. Pasión Movistar is the Brand experience program for the Retail Circle. For the first time it unify the criteria to measure the Brand perfomance from both, cualitative and cuantitative perspectives. The goal behing the program was to make Movistar customers feel closer to the brand, by sharing values, service orientation and most of all pasion
- 38. ClientobjectivesPASION - To provide the same quaility of Brand experience at every single point of relationship within the retail channel. Secondary Goals Primary Goal - Strengthen the emotional link with the brand. - To increase Retail KPI s (Service+quality+incomes-profitability). - To enhance customer brand s perception. - To stablish tha basis for a best practices program. - Identify the guardians of excellence. - Reward those that outperform providing brand experience.
- 39. PASION How to impact on Shopper Challenges Breaking up with the pastBehaviour generating a whole new idea of brand experience
- 41. SolutionsPASION We define quality of experience at the retail level as the combination of four factors
- 42. SolutionsPASION We define quality of experience at the retail level as the combination of four factors Location (L) Brand exhibition (EXH) The human factor (HF) The offering (O)
- 44. We cover the entire argentine territory visiting every single point of sale at least 4 times a year We used mistery shoppers aimed with a hidden camera More than 1000 pointsweremap pedacrossthe country
- 46. The experience algorythmPASION RETAIL BXP index = a x L + b x EXH + c x HF + d x O
- 47. Retail BXP index per region AMBA = 6.75 Litoral= 5,65 Centro = 6,50 NEA= 5,40 NOA=5,35 Atlantica=6,03 Cuyo = 6,35 Patagonia= 4,95
- 49. The plataform: Portal de nuestro sistema de carga
- 50. The plataform: TradeScan Pasión Movistar 2011 http://pasionmovistar.tradescan.com.ar
- 51. The plataform: TradeScan Pasión Movistar 2011 Filters & search engine Clusterized base
- 52. The plataform: Videos gallery Access to visit records
- 53. The plataform: BXP evolution for certain PDV
- 55. The Future & The Challenges
- 56. To get further than ever into peoples heart providing unique, personalized and memorable experiences.
- 58. Whenwasthelast time ourbrand has madethe rain falleddownoverourcustomerss kin? personalized experiences memorable experiences unique experiences