insight into turning ideas into actionable marketing campaigns.

1. Proper Planning Prevents Poor Performance
created by: Zane Van Rooyen

2. To refresh, let’s consider
- In 2007 19 000 new brands were launched
globally, 350 of these are toothpaste brands
alone.
- Consumers are bombarded with 2 million
adverts in their lifetime.
That is: 8 hours, 7 days a week for 6 years.
- 560 – average daily ad messaging thirty
years ago.
3 500 to 4 500 – daily ad messaging today.
(higher for younger consumers and increasing)
Can you remember just 3 from
yesterday ?

3. Driven by Awareness methods only.

9. Analysing the Experiential World of the Customer 1

10. Analysing the Experiential World of the Customer 1
The EX Audit
The first set is to understand the current [your name here] experience.
Review the full lifecycle of a customer – qualitatively & quantitatively – to
analyse their experience and uncover gaps and opportunities.
- documentary reviews
- touchpoint observations
- personal interviews
Customer Insight Research
Use a variety of nontraditional methods to get insights – and find inspiration.
- customer shadowing (“fly on the wall”)
- customer journaling (“day in the life”)
- service deliveries
- service innovators
- role play

11. Analysing the Experiential World of the Customer 1

12. Analysing the Experiential World of the Customer 1
Benchmarking
Look to other companies – across diverse industries and across the globe – to find inspiration and best
practices that could be applied in your market.

13. Building the Experiential Platform 2
Experience Platform
Customer Research Marketing Strategy Brand Values Touchpoint ExAudit
Observations
Management Vision Simply Smart Insight Research Customer World Benchmarks
Project Uau!
Retailers
Suppliers

14. Designing the Brand Experience 3
Structuring the Customer Interface
4
Aligning the Internal Experience
5

15. Putting it simply
Sourcing ideas
Evaluating ideas
Turning ideas into strategy
Executing
Leading

16. 4 Ways to Application
1. Smash your brand 2. 2nd Life
3. Sensory marketing 4. one2one / CRM /CEM