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INSIDEOUT
MARKETING
Toby McKinnon CMOBOQ
&Megan O’Donnell Executive Planning Direct or BWMDentsu
2012 our ‘Wat ershed’ moment
Avery unique set of challenges
At ot al rebrand driven from t he inside-out
Bringing ‘human r...
A net loss of $17.1 M
2012–
APOSTGFC
MARKET
*Nielsen Advocacy Survey 2012
MORETHAN
ADVERTISING
Recommendat ions from people I know
Consmer opinions post ed online
Edi...
THEBRAND
FIXER
ACULTURAL
SHIFT
ACOUPLEof
CHALLENGES
A new execut ive t eam
&way of working
BIG
EXPECTATIONS
An owner manager model
AUNIQUE
OPERATING
MODEL
My first board meet ing
“WHATDOYOU
THINKOFTHE
BRAND?”
Enough said
THEOLD
BRAND
Share of voice
HIGHLY
COMPETITIVE
CATEGORY
THEOPPORTUNITY
Cust omer experience model
• Leverage an eCRM st rat egy t o build great er
ret ent ion, loyalt y and value from our exist...
INNOVATE
ORDIE?
Cust omer experience model
• Leverage an eCRM st rat egy t o build great er
ret ent ion, loyalt y and valu...
INNOVATE
ORDIE?
Cust omer experience model
• Leverage an eCRM st rat egy t o build great er
ret ent ion, loyalt y and valu...
INNOVATE
ORDIE?
Cust omer experience model
• Leverage an eCRM st rat egy t o build great er
ret ent ion, loyalt y and valu...
INNOVATE
ORDIE?
Cust omer experience model
• Leverage an eCRM st rat egy t o build great er
ret ent ion, loyalt y and valu...
INNOVATE
ORDIE?
Look for our brand purpose
NOBELLS
&WHISTLES
ANINSIDE-OUT
APPROACH
THERIGHT
PARTNERS
ANINSIDE
OUTAPPROACH
1. Th e
Bu s in e s s s t r a t e g y
2 . T h e
B r a n d P u r p o s e
3 . T h e
In s i g h t s
4 . ...
UNCOVERTHE
BOQ‘DIFFERENCE’
UNCOVERTHE
BOQ‘DIFFERENCE’
IT’SPOSSIBLE
TOLOVE
ABANK
5. THE ORGANISING IDEA To prove it’s possible to love a bank.
1.THE BUSINESS STRATEGY
Putting hu...
“This isn’t j ust a t agline – it ’s an inside-out rebrand
t hat involves a whole new way of behaving as an
organisat ion,...
RECOGNITION
– SIGNALLING
CHANGE
Bankof Queensland Limited ABN 32 009 656 740 (BOQ) conductsthe Banking onour Kidsappeal on...
RECOGNITION
– SIGNALLING
CHANGE
RITUALS–
LOVABLEBRAND
BEHAVIOUR
REACH –
SPREADING
THELOVE
REACH –
SPREADING
THELOVE
REACH –
SPREADING
THELOVE
REALTIME–
KEEPINGTHE
LOVEALIVE
ACHIEVED&LEARNT
Then...
“...I ’m fairly cert ain t hat my message has been clear on
what I have NOT liked wit h regard t o t he direct ion...
PROVINGIT’S
POSSIBLE TO
LOVEABANK.
Insert board video
QUESTIONS
For more information about the
marcus evans marketing
summit series:
marketingseries@marcusevanscy.com
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Inside Out Marketing: Engaging Internal Culture with Brand Purpose

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For more information about the marcus evans marketing summit series: marketingseries@marcusevanscy.com

Toby McKinnon, CMO at Bank of Queensland discussing Inside Out Marketing: Engaging Internal Culture with Brand Purpose at the CMO ANZ Summit 2015.

Publié dans : Marketing
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Inside Out Marketing: Engaging Internal Culture with Brand Purpose

  1. 1. INSIDEOUT MARKETING Toby McKinnon CMOBOQ &Megan O’Donnell Executive Planning Direct or BWMDentsu
  2. 2. 2012 our ‘Wat ershed’ moment Avery unique set of challenges At ot al rebrand driven from t he inside-out Bringing ‘human relat ionships’ back int o banking What we’ve achieved and more import antly learnt over t he last 3 years THEROLEOF BRANDIN DRIVINGBUSINESS TRANSFORMATION
  3. 3. A net loss of $17.1 M 2012– APOSTGFC MARKET
  4. 4. *Nielsen Advocacy Survey 2012 MORETHAN ADVERTISING Recommendat ions from people I know Consmer opinions post ed online Edit orial cont ent such as newpaper art icles Branded Websit es 92% 70% 58% 58% Emails I signed up for 50% Ads on TV 47% Brand sponsorships 47% Ads in magazines 47%
  5. 5. THEBRAND FIXER
  6. 6. ACULTURAL SHIFT
  7. 7. ACOUPLEof CHALLENGES
  8. 8. A new execut ive t eam &way of working BIG EXPECTATIONS
  9. 9. An owner manager model AUNIQUE OPERATING MODEL
  10. 10. My first board meet ing “WHATDOYOU THINKOFTHE BRAND?”
  11. 11. Enough said THEOLD BRAND
  12. 12. Share of voice HIGHLY COMPETITIVE CATEGORY
  13. 13. THEOPPORTUNITY
  14. 14. Cust omer experience model • Leverage an eCRM st rat egy t o build great er ret ent ion, loyalt y and value from our exist ing cust omer base INNOVATE ORDIE?
  15. 15. INNOVATE ORDIE? Cust omer experience model • Leverage an eCRM st rat egy t o build great er ret ent ion, loyalt y and value from our exist ing cust omer base •Implement dat a and analyt ics t o deliver int elligence for opt imising t he experience across t he cust omer journey
  16. 16. INNOVATE ORDIE? Cust omer experience model • Leverage an eCRM st rat egy t o build great er ret ent ion, loyalt y and value from our exist ing cust omer base •Implement dat a and analyt ics t o deliver int elligence for opt imising t he experience across t he cust omer journey •Develop digit al ‘Ut ilit ies’ across social and mobile t o enhance our cust omer experience and different iat e from compet it ors
  17. 17. INNOVATE ORDIE? Cust omer experience model • Leverage an eCRM st rat egy t o build great er ret ent ion, loyalt y and value from our exist ing cust omer base •Implement dat a and analyt ics t o deliver int elligence for opt imising t he experience across t he cust omer journey •Develop digit al ‘Ut ilit ies’ across social and mobile t o enhance our cust omer experience and different iat e from compet it ors • Opt imise our ‘Omni-channel’ offering t o build brand appealamongst exist ing and pot ent ial cust omers
  18. 18. INNOVATE ORDIE? Cust omer experience model • Leverage an eCRM st rat egy t o build great er ret ent ion, loyalt y and value from our exist ing cust omer base •Implement dat a and analyt ics t o deliver int elligence for opt imising t he experience across t he cust omer journey •Develop digit al ‘Ut ilit ies’ across social and mobile t o enhance our cust omer experience and different iat e from compet it ors • Opt imise our ‘Omni-channel’ offering t o build brand appealamongst exist ing and pot ent ial cust omers • Implement media at t ribut ion modeling t o make our media SOV go furt her
  19. 19. INNOVATE ORDIE?
  20. 20. Look for our brand purpose NOBELLS &WHISTLES
  21. 21. ANINSIDE-OUT APPROACH
  22. 22. THERIGHT PARTNERS
  23. 23. ANINSIDE OUTAPPROACH 1. Th e Bu s in e s s s t r a t e g y 2 . T h e B r a n d P u r p o s e 3 . T h e In s i g h t s 4 . T h e a r c h e t y p e 5 . T h e o r g a n is in g id e a Re c o g n i t io nRit u a l s 6 . T h e f iv e R’s RESET Re a l t im e Re a c h Strategy Big Ide a AgileExecution
  24. 24. UNCOVERTHE BOQ‘DIFFERENCE’
  25. 25. UNCOVERTHE BOQ‘DIFFERENCE’
  26. 26. IT’SPOSSIBLE TOLOVE ABANK 5. THE ORGANISING IDEA To prove it’s possible to love a bank. 1.THE BUSINESS STRATEGY Putting human relationships back into banking. 2. THE BRAND PURPOSE To be the most loved bank in Australia. Brand Belief: We believe our customers are a big deal. 4. THE ARCHETYPE The Real and Human Challenger. 3. THE INSIGHTS Cultural Insight: Australians don’t like banks. Human Insight: I’m just a number, I feel undervalued and locked in. RITUALS Branch Owner Managers regularly meeting and greeting customers, internal unbank-like service meetings. RECOGNITION Use of an optimistic and charming tone, illustrative style and ‘heart’ device in all internal communications. 6. THE FIVE R'S Bring the Organising Idea to life internally and externally. RESET CEO, Stuart Grimshaw launched mission 'to be the most loved Bank in Australia' to staff. National PR roadshow. REAL TIME Sophisticated digital remarketing, content strategies to actively engage both existing and potential customers throughout the customer journey. REACH The Organising Idea influences every consumer facing touchpoint and drives differentiation in media mix to maximise ROI.
  27. 27. “This isn’t j ust a t agline – it ’s an inside-out rebrand t hat involves a whole new way of behaving as an organisat ion, building on what we do well and changing how t he bank operat es int ernally, right down t o t he syst ems and processes we use,” he said. “Cust omers experience our brand t hrough our employees, our product s and services, and t hey will decide whet her t hey love us based on t he service we provide and t he relat ionships we build. What we’re building here is a cult ure where employees are empowered t o make all aspect s of banking bet t er” St uart Grimshaw, BOQ CEO. BOQ, April 2013 Press Release. BRANDRESET– ACALLTOARMS
  28. 28. RECOGNITION – SIGNALLING CHANGE Bankof Queensland Limited ABN 32 009 656 740 (BOQ) conductsthe Banking onour Kidsappeal onbehalf of Children’sHospital Foundations Australia ABN 72 003 073 185 under awritten authoritywith Children’sHospital Foundations Australia,whoareadministered by Sydney Children’sHospital Foundation, Randwickandwho are agents for andonbehalfofChildren’sHospital Foundation, QLD,PrincessMargaret Hospital Foundation,WA, Royal Children’sHospital Foundation,VIC andWomen’sandChildren’sHospital Foundation, SA. QT V1 BooK BEREADYfor WHATEVER LIFETHROWS at YOU CONSUMERCREDITINSURANCE WIN UP TO $5,000 PAID OFF YOUR MORTGAGE OR LOAN PROTECTION Geniatatur, olent et molupta escidio.Il moluptaquia venis eictur autquiaconserum etumquae pratusnullam il et officipidiacusesaspis simi,exexet essitaque sitisincidus sadendam dolestem fugia venis ditibusdel enimustet,odit, ut il magnist, ni optat. Runtus proet etum unt es explaut re et voluptat lant utatur molore molum facepuda net eaquamus del il ipsantio. Omniaerionse pro optiis nonserro core num laborumquos venihit mo dest labore nistempor re, si doluptam, eturio inimpora pedquo te laces re dolorerit quis sit parion core vit volest untiatiur Serspisquasquam, est, santur aut imaximus, quibus asse int ommod que secabore odet idellitasaperovid mo quod quisquatiberiberorpossitas rehenisvolendendisi is venisea dolenihic temporrum debiscium ut veribus. WP
  29. 29. RECOGNITION – SIGNALLING CHANGE
  30. 30. RITUALS– LOVABLEBRAND BEHAVIOUR
  31. 31. REACH – SPREADING THELOVE
  32. 32. REACH – SPREADING THELOVE
  33. 33. REACH – SPREADING THELOVE
  34. 34. REALTIME– KEEPINGTHE LOVEALIVE
  35. 35. ACHIEVED&LEARNT
  36. 36. Then... “...I ’m fairly cert ain t hat my message has been clear on what I have NOT liked wit h regard t o t he direct ion t hat we are being asked t o t ake wit h t he current market ing and I will cont inue my bat t le wit h anyt hing merchandise / market ing relat ed.” Now... “...OMG...t his is very excit ing!!! Thank you – you have no idea how much difference your help has made and your support is highly valued. We really look forward t o working wit h you t o t arget our market in really innovative ways!!” LOVENEEDS TOBEEARNED
  37. 37. PROVINGIT’S POSSIBLE TO LOVEABANK. Insert board video
  38. 38. QUESTIONS
  39. 39. For more information about the marcus evans marketing summit series: marketingseries@marcusevanscy.com

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