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Neoplaces_2017

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Neoplaces_2017

  1. 1. HOLISTIC EXPERIENTIAL CONCEPTS — 2017
  2. 2. 02 HOLISTIC EXPERIENTIAL CONCEPTS FOR PLACES « Spatial branding is how a brand affects the experience of people using this space » Robert Klanten in Staging Spaces « An hotel branding differs from product branding. » Claire Darrow VP and Creative Director, André Balazs Properties
  3. 3. THE EXPERIENTIAL BRANDS MANIFESTO —
  4. 4. 04 FROM A COMMODITY TO AN EXPERIENCE Places brands need to transform Commodities to experiences. LOCATION COMMODITY BRAND PREFERENCE CUSTOMER EXPERIENCE
  5. 5. 05 THE IMPORTANCE OF BEING AN EXPERIENTIEL BRAND Creating a different experience creates the uniqueness of the place, and thus. A HIGHER CUSTOMER- PERCEIVED ADDEDVALUE ALLOWS APREMIUM PRICE A DIRECT DESIRE FOR THEBRAND BALANCES DISTRIBUTION NEGOTIATION POWER BETTER REVENUE & BETTER MARGINS
  6. 6. 06 IMPROVING YOUR VALUE PERCEPTION AND PRICE POINT COMMODITY $ .01 TO 02 PER CUP $ .05 TO .25 PER CUP $ .75 TO 1.50 PER CUP $ 2 TO 5 PER CUP GOOD BRAND EXPERIENCE Source : Pine & Gilmore, The Experience Economy, 1999.
  7. 7. 07 BRANDS TH AT UNDERS TAND THE IMPORTANCE OF EXPERIENCE You don’tchoose anHOTEL you chooseW experience You don’tchoose aRESORT you choosethe CLUBMED experience You don’tbuy a COMPUTER in a store you endorse the APPLESTORE approach You don’t go to theMUSEUM ofModern Art, but to the GUGGENHEIM Youare not in a RESTAURANT you areat NOBU Youdon’t go to a LEISURE PARK But you prefer to go to DISNEY
  8. 8. HOLISTIC EXPERIENTIAL CONCEPTS — THE AGENCY
  9. 9. 09 WE ARE A MARKETING AGENCY DEDICATED TO PLACES NeoPlaces is a marketing consultancy agency for innovative companies in the hospitality industry aiming to improve and create successful concepts. NeoPlaces is entirely dedicated to places brands, building from an initial Business Model, creating a brand concept and defining the brand’s experience on the premises and in the marketing eco-system. NeoPlaces is the consultancy company founded in 2011 by Emmanuelle Mordacq. NeoPlaces creates and repositions Hospitality brands, from target identification to experiential concept definition (spaces and services), from Business Models to operational coordination for implementation. NeoPlaces supports companies in defining or improving offer and services in their existing brands. We explore hospitality targets and markets to further enrich its marketing concepts and the guests’ knowledge. NeoPlaces works in priority for hotel groups, but also for shopping malls, real estate, entertainment locations and cultural venues ...The NeoPlaces innovative experiential approach adapts to each universe, focusing on the endcustomer.
  10. 10. WHO LEADS NEOPLACES ? Emmanuelle Mordacq CEO - FOUNDER Emmanuelle MORDACQ is an independent expert in Hospitality marketing. At AccorHotels, Emmanuelle was Senior VP non-standardised brands. She founded the new AccorHotels offer on non-standardised brands (franchise and management), managing the Mercure brand globally and creating three brands: MGallery, Pullman and all seasons (now IbisStyles). Emmanuelle is specialised on international marketing concepts for Hospitality and also for entertainment and leisure companies. She works with major brands, whether they are from international companies orfamily-owned. MBA graduate (EM Lyon – France)/ Marketing major Semiotics Master (ESCP/ Université de Limoges) Creator and editor-in-chief of the web magazine neoplaces.com Writer and contributor to books and magazines 010
  11. 11. 011 AN EXPERT ECO-SYSTEM NeoPlaces is a co-creative agency, based on agility and team adaptation to our client exact needs and origin. We are an eco-system of international experts, used to work together in dedicated teams created according to the subjects entrusted to us. Our experts work on several fields of activity: hospitality, F&B, leisure, transportation, retail… And our group covers the entire chain needed to conceive, create, animate implement, operate and communicate an experiential brand: business model strategists and advisors, marketing innovators, designers and architects, art and tech curators, operational and sourcing experts, communication specialists in all all fields … implementation Rob Isabelle Véronique Monique Valérie Philippe Frederic Hornman Maffre ZmirouMonaco Mager March Foulfoin Levaux Advisorbusiness Designer& Communication HRtransitional Social Architect& Techcuration strategy&model architectcoach (globaland operations) change& Networks naturedesigner
  12. 12. 012 AN INTERNATIONAL EXPERTISE All the experts at NeoPlaces are international profiles, able to handle global or regional subjects. We also work with local experts in Asia, America, Africa and Europe, if the client request makes it relevant. EricLepleux NewYork — PauloSalvador SaoPaulo — ThibaultPaquin KualaLumpur — Rob Hornman Europe &Africa —
  13. 13. 013 OUR SERVICES Palihouse— LosAngeles
  14. 14. OUR SERVICES 1/ CREATING EXPERIENTIAL BRANDS CONCEPTS Building brand concepts and strategy on Business models Rebuilding aging brands 2/ BRANDS PORTFOLIO MANAGEMENT Reorganizing brand portfolios Segmentation andoffer clarification 3/ CONTRIBUTING TO BRAND MARKETING FOR EXPERIENTIAL BRANDS Repositioning specific offers or services in an existing concept Evaluating the impact of new competition, new trends … 4/ OPERATIONAL TRANSFORMATION MONITORING Following the operational implementation of a concept with marketing teams, techniques and Operations Sparring partner for the internationalization of experiential brands 5/ RESEARCH, TRENDS AND CONTENT Market benchmarking and forecast, Identification and analysis of trends Trendtrips & Trendsafaris 014
  15. 15. 015 WE START FROM THE PROFITABILITY MODEL WE THINK MARGINMARKERS WE BUILD ON THE FINAL GUEST DESIRES AND NEEDS WE THINK HOLISTICEXPERIENCE WE CREATE CONCEPTS THAT ARE OPERATIONALLY RELEVANT AND EASY TO ACHIEVE BY STAFF WE THINK CONCEPT TRANSLATION INTO OPERATIONS OUR POINTS OF DIFFERENCE
  16. 16. 016 NEOPLACES CREATES EXPERIENTIAL CONCEPTS holistic Marketing Ecosystem Strategy BusinessModel Target Concept Premises BrandMarkers (hard & soft) Service/ Staff Collaterals SOP Commerce E-commerce Licencing Point ofsales Franchises Communication Branding Advertising PR Digital Website Mobile Social Networks Strategy and development Experiential Concept
  17. 17. CREDENTIALS NEOPLACES Worlhotels — NewYork City 017
  18. 18. MAIN CLIENTS
  19. 19. 019 CONCEPTS CREATION LICENCE BRAND ANIMAL & ART PARK NORMANDY BUSINESS UPSCALE HOTEL CHAIN ECONOMY FRANCHISE BRAND PREMIUM STUDENT RESIDENCES LUXURY HOTELS COLLECTION
  20. 20. 020 Creation of a premium student residence brand — Brand model &positioning Complete offer definition Visual identity Operational launch of the first unit 5 units in the pipeline Kley Caen— France
  21. 21. 021 Creation of anArt and Animal Park — Brand model &positioning Complete offer definition Visual identity Operational launch of thepark Parc de Saint Symphorien des Monts - Normandy-France 021
  22. 22. 022 022 Worldwide license brand creation — Concept and offer Visual identity Development strategy Internal deployment Worldhotels - Hotel Daniel Vienne
  23. 23. 023 Creation of alicense hotel brand Definition of the brandoffer, and positioning. Branding adcommunication: new logo, new Look & Feel, new webgraphics. Workshops in the different international regions to ensure for the appropriation of the new positioning Targetdefinition. Strategic recommandation. Brandingandcommunication. Appropriationworkshops.
  24. 24. Upscale Business brand creation — Positioning and offer Visual identity Development strategy International deployment Operational guidelines 117 hotels in 33 countries Most developed brand at AccorHotels 024
  25. 25. Worldwide brand creation — Concept and offer Operational guidelines (SOP) Visual identity Development strategy Global deployment 85 hotels in 24 countries 025
  26. 26. 026 Worldwide brand creation — Concept and offer Operational guidelines (SOP) Visual identity Development strategy Global deployment 339 hotels in 34 countries Ibis Styles — Brisbane Australia
  27. 27. 027 CONCEPTS REJUVENATION AND PORTFOLIO MANAGEMENT GROUP REPOSITIONING AND PORTFOLIO REORGANIZATION LUXURY RESORT REPOSITIONING AT ITS RIGHT LEVEL HOTEL BRAND CREATION REPOSITIONING STRATEGY FOR COMPANY BID BRAND POSITIONING CHALLENGE SESSION BRAND & EXPERIENCE REPOSITIONING
  28. 28. 028 Luxury Deli &F&B — Creation of the Fauchon Hospitality worldwide brand & model Concept and operational support of thefirst hotels In progress Fauchon L’HôtelMadeleine ParisFrance
  29. 29. 029 029 Mythical cabaret repositioning — Repositioning Key messages Experience evolution Branding Communication Currently inprocess
  30. 30. 030 Group repositioning (Pan-Africa) — Group brandportfolio segmentation: 3 brand concepts + corporate positioning Branding Extension in 5countries
  31. 31. 031 Resort repositioning (Spain) — Concept Operational guidelines (SOP) Brand Book Visual identity +14% revenue 031
  32. 32. 032 MARKETING MISSIONS MILLENIAL TARGET NEW BAR CONCEPT CHINA DEVELOPPEMENT IMPACT ON A ECONOMY HOTEL BRAND CONCEPT AND OFFER NEW POSITIONNING INNOVATION IN SERVICE AND IDEAS STRATEGICAL MARKETING PLAN COACHING CONTRIBUTION TO THE SNCF DESIGN TANK CLIENT SATISFACTION DRIVERS BENCHMARKS
  33. 33. 033 New bar concept for Millennial target — Concept finalisation Trends and inspirational book Worldwide implementation guidelines
  34. 34. 034 Client satisfaction drivers benchmarks — Identification of the drives Building of a internal communication plan Creation of a sharing system for best practice exchangeand internal motivation
  35. 35. 035 Brand positioning and innovation — International workshop Brand positioning exploration New offers, services, spaces innovations
  36. 36. 036 RESEARCH, TRENDS AND PROSPECTIVE MICE AND SOCIAL EVENTS BENCHMARK WWD HOSPITALITY IN 2025 MILLENNIAL TARGET FOCUS CO-LIVING LUXURY BRANDS TREND BOOK FAMILY OFFER INNOVATIONS BENCHMARK
  37. 37. 037 Style TrendBooks — Prospective and brandspecifics Luxury brands AccorHotels
  38. 38. 038 Hospitality in 2025 — Technology, service, offer, guest needsevolution Citadines
  39. 39. 039 Millennials target for Hospitality — What to takein For Brandrelevance AccorHotels
  40. 40. 040 Co-living — Routes for brandpositioning Urban Homes
  41. 41. 041 NEOPLACES - CONTRIBUTIONS NEOPLACES.COM — Web Magazine dedicated to innovation in placesaround the world. CONTRIBUTIONS — Emmanuelle Mordacq contributes in professional training sessions and publications, specialized on places trends. HAMAJI (South Africa) The magazine for new Nomads Handling the Trendcolumn THE HYPERHOME Book - Livingspaces future
  42. 42. 042 NEOPLACES - CONTRIBUTIONS NeoPlaces partners with major agencies on projects where the brand experience expertise is needed.
  43. 43. 043 NEOPLACES IS CO-FOUNDER OF THE HOTEL AGENCY The Hotel Agency is a consultancy company dedicated to hotel groups. The Hotel Agency creates value for regional hospitality businesses, companies that choose Great before Big. The Hotel Agency believes that driving revenue and asset value comes through better guest and brand experience. We drive guest satisfaction by translating brand concept into service, physical and digital presence and into immediate operational implementation. Amsterdam – Frankfurt – Lisbon - Paris
  44. 44. 044
  45. 45. 045 ROOTED IN EXPERIENCE, NEOPLACES BELIEVES THAT ART IS THE ULTIMATE CORPORATE EXPERIENCE. —
  46. 46. 046 ART-CENTERED EXPERIENCES, BASED ON AN ARTIST WORK, DEVELOPPED FOR COMPANIES To know more about those projects, contact directly Emmanuelle Mordacq. Photographer: Géraldine Aresteanu Team Building sessions to boost positive thinking and mutualrespect Digital poet: Leonardo Marcos Space design to express and embody corporate values andculture
  47. 47. 047 NEOPLACES SUPPORTS A CONTEMPORARY ARTIST EVERY YEAR 2014 Photographer Patrick Rimond www.patrickrimond.com 2015 Photographer Géraldine Aresteanu www.geraldinearesteanu.com 2016 Art Designer Sara Comte www.saracomte.com
  48. 48. WE CAN HELP Do contact us EMMANUELLE MORDACQ + 33 609 311 827 CONTACT@PLACES-CONSULTING.COM Follow us on Twitter and Linkedin @Neo_Places http://www.linkedin.com/company/neo-places

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