Kohler: Client Case Talk - James Sandora
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In one of our three client keynotes, industry leader James Sandora from Kohler will share insights, challenges and the roadmap from his work inside the much-admired brand.
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Kohler: Client Case Talk - James Sandora
- 1. James Sandora Director – Global Digital Strategy & Integration How a 140 year old brand stays relevant in an ever changing market?
- 8. Culture What’s going on in the world that can’t be ignored? Company What are the defining truths about your brand? Category What are the driving dynamics of the category? What conventions should be broken? Consumers Who are your most influential consumers, and what drives them? The Dig 8
- 9. The desire for individual expression is everywhere 9 Culture
- 10. 10 The democratization of design IKEA Kohler Category
- 11. Lack of sex-appeal in plumbing 11 Category
- 12. 12 Sea of sameness in communications Category
- 13. Audience of “new sophisticates” who want to be engaged and inspired…THEY WANT TO BE TURNED ON BY LIFE! 13 Consumers
- 14. 14 Company Kohler has a long heritage of pushing the envelope
- 15. The Work
- 17. 17
- 23. 23
- 24. 24
- 25. 25
- 28. 28 Insight to Prototype & Measure Launch a prototype in a contained environment in order to build on the concept and improve it as it matures. Un-silo ideas for development in to programs rather than platforms. Listen and analyze for business insights Measure impact of interactions and iterate. Brand
- 29. What does my Brand stand for? What does my audience care about? This intersection is where your strategy will thrive. What is truly unique and different about our brand? What is truly ownable for our brand? Where do we have a right to play (and win) versus competition? What are they experiencing when they think/act: “I want to go” “I want to do” “I want to buy” “I want to know” etc
- 30. What does my Brand stand for? What does my audience care about? Not only inspire, but show people how to bring that inspiration to life with highly curated product and project ideas.
- 31. Hyper Connected Consumer = Hyper Loyal Consumer The consumer associates with others (brands included) to filter their fragmented social environment; and consume the content and interactions they care about most. People/Brands/Orgs create exceptional content and interactions in order to engage with others; these interactions satisfy current loyalists, and create new loyalists.Listen and analyze for business insights Measure impact of interactions and iterate. Content Creators 73% of consumers trust brands with personal data when it is used to make brand and shopping experiences more relevant.
- 32. What do you create? What do you curate? How and with whom do you collaborate? Technology helps, but isn’t critical as long as you can address:
- 33. Where? (hint: go where your customers already are) And obviously
- 34. Different content = Different purpose Hygiene Hub Hero Large scale moments, designed for broad awareness Regularly scheduled “push” content Always on “pull” content
- 35. HERO Build branded content platforms for syndication HUB Inspire our consumers with planning resources, and inspirational interiors content HYGIENE Create connections and continue to develop relationships
- 36. HERO HUB HYGIENE Paid Media & Larger NeverToo Campaign Integrations ideas.Kohler.com, pinterest.com, & bold.Kohler.com -other- us.kohler.com
- 37. Leveraging Influencer Partnerships to drive reach and scale across the inspiration platform Quantity of Partnership Reach of Program Hygiene Hub Hero Paid Media Owned Media Paid Media Influencer Reach Owned Media Owned Media Influencer Reach Tier 3 Tier 2 Tier 1 Content Creators & UGC Significant Bloggers & Media Partners Known Media Partners
- 38. 38
- 39. Show me: Articles about Traditional Bathrooms in Pink
- 40. Show me: Moodboards about Contemporary Bathrooms in Black
- 41. Show me: Moodboards about Eclectic Kitchens in White
- 44. Results & What’s Next?
- 45. Social SOV Continues to Grow
- 46. 1.9 MM pageviews since launch 36% of visitors view product (us.kohler.com) All content is equipped to print a listing with product, email, and share. Focusing on opportunities to educate and train distribution on applications for using ideas during selling. Ideas.Kohler.Com continues to drive value as an important destination during the inspiration phase of the customer journey. Design Consultation via Click2Chat Avg time/site: 3 min Avg pgs/vis: 3 (benchmark in development)
- 47. And, we are getting some awards and media recognition as well
- 48. Now what?
Notes de l'éditeur
- A prototype is an idea in its tangible form.
- Who are examples of brands that you think are doing this well? That have identified that intersection? What are some examples of what they do that you feel are interesting and impactful? Brand •"What's truly unique and different about our brand?" •"What's truly ownable for our brand?" •"What right does our brand have to play (and win) in this content space versus our competition?” Audience: I-want-to-go, I-want-to-do, I-want-to-buy, or I-want-to-know
- Who are examples of brands that you think are doing this well? That have identified that intersection? What are some examples of what they do that you feel are interesting and impactful? Brand •"What's truly unique and different about our brand?" •"What's truly ownable for our brand?" •"What right does our brand have to play (and win) in this content space versus our competition?” Audience: I-want-to-go, I-want-to-do, I-want-to-buy, or I-want-to-know
- Essentially, all of this technology allows advertisers to scale up quickly in these three areas. But, technology isn’t necessary to make progress in these areas. A framework, and a strong understanding of brand and receptivity is.
- Essentially, all of this technology allows advertisers to scale up quickly in these three areas. But, technology isn’t necessary to make progress in these areas. A framework, and a strong understanding of brand and receptivity is.
- It is extra critical to prioritize, and to treat your efforts differently. The Hero, Hub, Hygiene approach helps to prioritize your efforts, and assign a level of importance to each.
- Insert ideas.kohler.com
- Don’t try and do everything. Develop one program, build it - then move to another. Doing all things at once is the easiest way to do nothing.