The Experience is the Message – Creating Unique Airline Brand Experiences

1. VATTER & JORDAN The Experience Is The Message Creating Unique Airline Brand Experiences Christian Vatter & Martin Jordan

2. Contents – BrandExperience:Whatitisandwhyitisimportant – Airlines:Differentiatingthroughmarketingbutproviding interchangeableexperiences – OurStudy:Theprototypicalflightexperiencejourney – AirlineBrandExperienceDesign:Ourideasthatturnstandard brandexperiencesoftwowellknownairlinesintouniqueones

3. VATTER & JORDAN About Brand Experience PhotobyDavidOliete

4. “Weareintheageofthecustomer. Howwellyouservethemwilldetermine yoursuccess.” DavidCooperstein,VicePresidentForresterResearch

5. Source:Forrester “Empoweredbuyersdemandanewlevel ofcustomerobsession” Age of manufacturing Age of distribution Age of information Age of the customer

6. Notunderstandingcustomersneeds mightbefatal 2004 2005 2006 2007 2008 2009 2010 Blockbuster Revenue Netflix Revenue $6Billion $4Billion $2Billion $0 $ 2.2 Billion Bankrupt Source:www.go-digital.net

7. Reachingthetopwithdelivering customervalue ImagebyZappos

8. Creatinggreatexperiencesisseenas thenewbenchmark Source:Forbes,2014

9. Lesson #1 It is a necessity to understand users and create value for them.

10. Let’schangeperspectives: Businessesareinanageofextreme competition.

11. Shorterinnovation cycles Globalcompetition Higherdemandfor newproducts Moreproductspercategory Strongrivalriesbetweenofferings

12. ExampleVolkswagen:Morethantwiceas manymodelsinthepast30years 0 6 12 18 24 1960 1970 1980 1990 2000 2007 2008 2012 minicar smallcar compactcar mid-rangecar executivecar pickup 9 Number of Volkswagen models 4 11 9 9 14 16 18 21 Source:Wikipedia

13. Asimplegoalforeachmarketplayer:To bepreferredovercompetitors

14. Thestrongestmeanstocreate preferenceistheconceptofbrand*.

15. *)“aperson’sgutfeelingaboutaproduct,serviceor organization” (MartyNeumeier)

16. 0,80€ 2,80€ Brands createawillingness topaymore forotherwisesimilarproducts…

17. …ordecidewhowillbepicked Last day of business of closing drugstore chain Schlecker

18. Source:Interbrand Uniquebrandshavethepowerto increasecompanyvalue

19. Lesson #1 It is a necessity to understand users and create value for them. Lesson #2 It is a necessity for businesses to create brand preference.

20. Therearetwogoals #2 Build brand preference #1 Create value for the user

21. It‘snoteitheror Photograph:EckhardPecher

22. BrandExperiencecanunitebothgoals #2 Build brand preference #1 Create value for the user Brand Experience

23. BrandExperiencecanunitebothgoals & Wherecanthe experience–when dealingwithabrand –beimprovedsoitis beneficialfor customers? Howcanthese improvementsbe manifestationsof whatthebrand standsfor? Build brand preferenceCreate value for the user

24. VATTER & JORDAN About Airlines

25. Airlinesarebrands

26. Theyinvestinbranddesigntocreatea uniqueappearance

27. … Notification to Check-in Self Check-in Travel to airport Counter for check-in and/or baggage drop off Security Waiting at gate Admission/Boarding Entering and being greeted Seating procedure Announcements Starting Service drinks/ food Clearing table Announcement captain … Butthe experiences theyprovidedo notdifferfrom eachother

28. Eventhesmallestgesturemayhelpan airlinetostickout Airberlin created a lot of media buzz when giving out chocolate hearts upon exiting the plane

29. Berlin-Rom, 23.05.- 25.05. easyJet 159EUR KLM 215EUR Lufthansa 232EUR Whyshouldcustomerspaymorefora brand? Source:Swoodoo,retrievedMay15

30. Brand the experience, because the experience is the message.

31. VATTER & JORDAN About our flight experience study

32. OurApproach Understanding the experience PainandWow points,importance ofencounters, emotioncurves duringjourney Interviews, CulturalProbes, SelfExperience Understanding the brands Whatdobrands standfor,what valuesare associatedwith them Communication Analysis,Interviews Creating Brand Experience Ideas Ideasbasedonpain andwowpointsthat bringbrandtolive

33. 40.ooomiles flown 18travellers interviewed 5culturalprobes collected 8Airlines studies

34. Privatetravelers Businesstravelers Short-haulflyers Long-haulflyers Experiencedflyers Inexperiencedflyers

35. The prototypical experience journey

36. General observation: Airplanejourneysarecomplexandwithmany insecuritiesandopenquestionsinregardstotimeplanning,baggage regulations,customsandimmigration.

37. General observation: Forbusinessfrequenttravellerstimehas enormousvalue.Theycalculatethetripwithoutmuchwiggleroom,any deviationfromroutinecausesstressinstantly.

38. Prototypical experience journey Preparation At Airport AftermathIn Plane Emotion Curve

39. Preparation Searching & Booking Preparation Check-In Trip to airport Thejourneybeginswiththesearchfor flightoptions. Theclosertheflightgets,themore stresslevelsrise(positiveandnegative).

40. Counter Security Waiting at gate Boarding At Airport Entering the plane Alackoftimepredictability,control andorientationaswellasstop-and-go proceduresarethereasonsforquitea bitofstressbeforetheflight.

41. Seating Settling in Exiting Settlinginone‘sseatistheturning pointofthejourney– stresswanesand boredomsetsinuntilshortlybefore landing. In Plane Employees Activities Service Food Entertainment Syst. Physical Stress In-Flight factors

42. At Airport Baggage Claim Transfer to city The aftermath Whetherchangingplanesorfinding yourwaytothecity– theunknown situationatarrivalcanbeasourceof stress. Thejourneyonlyendswhenthebag canbeputdownandopened. Aftermath At AirportAt Airport Arrival at destination

43. Prototypical experience journey Preparation At Airport AftermathIn Plane Searching & Booking Preparation Check-In Trip to airport At airport Counter Security Waiting at gate Boarding Way to plane Entering the plane Seating Settling-in During flight: – Employees – Service – Food – Activities – Entertainment System – Physical stress Exiting Arrival at airport Baggage claim Transfer to city Arrival at destination The aftermath

44. VATTER & JORDAN Airline Brand Experience Design

45. Thefollowingsolutionswereinventedbyusto showtheprincipleofbrandexperiencedesignat work: Easingoutpainpointsandbringingthe brandtolifeatthesametime. Wecreateduniqueexperiencejourneysfortwo airlines,yettheprincipleworksforanyservice brand.

46. The Lufthansa Brand Experience

47. What does the brand Lufthansa stand for? Here is a TV commercial from 2013 .

48. reliability precision germanness Brand Values Anair-tripisacomplex processfullof uncertainties.For mosttravellers, predictabilityand beingintheknow helpsalot. User Insight

49. The Lufthansa experience journey Preparation At Airport AftermathIn Plane Searching & Booking Preparation Check-In Trip to airport At airport Counter Security Waiting at gate Boarding Way to plane Entering the plane Seating Settling-in During flight: – Employees – Service – Food – Activities – Entertainment System – Physical stress Exiting Arrival at airport Baggage claim Transfer to city Arrival at destination The aftermath yellow: Steps where Lufthansa can best play out its brand values

50. Insight Flyingmeanstimeawayfromhomeorwork. Quiteafewtravellerswanttoarrivejustintime. Solution Lufthansasupportsthosetravellerswitha search/planningtoolthatisbasedontheactual timeoftheappointmentallowingforprecise planning.

52. Insight Inordertohavetheimportanttripinformation inoneplace,travellersoftenkeepahand- writtennotewiththem. Solution Lufthansaaidswithaconvenientprintable overviewoftheimportanttriprelateddata givingsecurity.

54. Insight Thereisatrade-offbetweennotwantingto wastetoomuchtimeattheairportandnot wantingtomissone’sflight. Solution Lufthansahelpswiththe”TravelCompanion“,an appthatprovidesnecessaryinformationduring thetrip– e.g.itconsiderstransfertimetoairport andtimetoboarding

56. Insight Tomanypeopleairportsarestressfulduetoa lackoforientationandtimepredictability-even moresowhenchangingplanes. Solution TheLufthansaTravelCompanionprovidesindoor mapsofairports,tellsthedurationtothegateand thewaitingtimeatthesecuritycheck.

58. Insight Intheplane,peopleoftenliketorelaxandsleep alittlebit.However,theydonotwanttomiss foodanddrinks. Solution Lufthansasupportswithasimpleprintedschedule oftheplannedservice,increasingtheirperception aspreciseandreliable.

60. Insight Fromthearrivalairporttravellersneedtofind theirwaytothecity,butoftendon’tknowhow. Solution TheLufthansaTravelCompanionshowsthe remainingtimetoyourappointmentandthe durationofthejourneythere,consideringvarious meansoftransportation.

62. Insight Exitingtheplaneisoftenthelastencounter withanairlineduringthejourney–amissed opportunity. Solution AftertheflightLufthansasendsatextmessage withtheexactmilesearnedfortheflight,thus providingapositivefinalexperience.

64. The easyJet Brand Experience

65. What does the brand easyJet stand for? Here is a TV commercial from 2013 .

66. enjoyment greatvalue foreveryone Anyairtripoffersthe opportunitytodo excitingthings,meet friendsandenjoyyour timewiththem. Brand Values User Insight

67. The easyJet experience journey Preparation At Airport AftermathIn Plane Searching & Booking Preparation Check-In Trip to airport At airport Counter Security Waiting at gate Boarding Way to plane Entering the plane Seating Settling-in During flight: – Employees – Service – Food – Activities – Entertainment System – Physical stress Exiting Arrival at airport Baggage claim Transfer to city Arrival at destination The aftermath orange: Steps where easyJet can best play out its brand values

68. Insight Fortheirweekendgetaways,peopleareoften flexiblewiththedatebuthaveafixedbudget. Also,itismoreaboutactivitiesandweather thanaspecificdestination. Solution easyJetprovidestravellerswiththeTripAlert,a toolthatalertsuserswhenaflightmatches definedcriteria.

70. Insight Travelisaboutthethingsyoudoatthe destination:meetingpeopleanddoinggreat stuff.Theplanningisatleasthalfthefun. Solution TheeasyJetTripPlannerhelpstoconnectwith friendsandcompileaselectionofplacesand activitiesintraveldestinations.

72. Insight EveryoneknowsthattravellingwitheasyJetcan beaverytightexperience. Solution easyJetbringsthefunintotravelling:Inalotteryon everyflighteasyJetgivesawayunsoldXLseatstoa happywinner.

74. Insight Whenfinallyintheplanepeoplefindthetimeto planandpreparefortheirtripahead. Solution ThepreviouslygatheredactivitiesintheeasyJet TripPlanercanintheofflinemodebearranged intoaschedule,supportingdetailedtripplanning.

76. Insight Alongtripcanbeveryboring,andeasyJetdoes notprovideaninflightentertainmentsystem. Solution easyJetprovidespassengersa„bringyourown device“entertainmentsystem: Forafeweuros moviescanbewatchedonyourprivatepaddevice connectedtotheeasyJetsystem.

78. Insight Usuallyflightsendveryabrupt,withouta memorableexperiencefromtheairline lingeringon. Solution TogetherwithpromotionalpartnerseasyJet provideshelpful,locationspecificgive-awaysupon exitingtheaircraft.

80. VATTER & JORDAN Summary and Conclusion

81. Step 1: Brand Experience Design – Research: Whichneedsariseduringproductorservice usage?Wherearepain&wowpoints? Whatdoesyourclient’sbrandstandfor?

82. Step 2: Brand Experience Design – Matching: Wherecanthe experience,when dealingwiththe brand,beimproved soitisbeneficialfor customers? Create value for user Howcanthese improvementsbe manifestationsof whatthebrand standsfor? Create value for brand Brand Experience

83. manifestingthebrand through/inencounters helpingbuildingbrand preference strengtheningthebusiness valueinsteadofmessages, deliveringonthepromise helpingbuildingloyaltyand recommendation strengtheningthebusiness contemporary marketing balancing out user and brand needs Brand Experience

84. The Experience is the message Howabrandactshasmoreimpactthanwhatitsays. OuruniqueapproachofBrand Experience Design providescompellingandusefulmomentsoftruth thatbothdelightcustomersandstrengthen business. Weofferto helpdeveloping any service brandthat needstodifferentiateanddeliveronitspromise.

85. VATTER & JORDAN Find more about us at www.brandexperiencedesign.net AllnototherwisemarkedimagescopyrightbyJordan&Vatter,iconsfromTheNoundProjectbyWilsonJoseph, Rediffusion,DiegoNaive,Lesvieuxgarçons,MuraliKrishna,Johanna,DaraUllrich,MelonnieManohar,NicolòBertoncin ChristianVatter, MarketingPsychologist& BrandExperienceConsultant cv@christianvatter.com @cvatterberlin www.linkedin.com/in/christianvatter MartinJordan, Service&BrandExperience Consultant martin@martinjordan.de @martin_jordan www.linkedin.com/in/martinjordan

The Experience is the Message – Creating Unique Airline Brand Experiences

The Experience is the Message – Creating Unique Airline Brand Experiences

Recommandé

Contenu connexe

Tendances

Tendances(20)

En vedette

En vedette(20)

Similaire à The Experience is the Message – Creating Unique Airline Brand Experiences

Similaire à The Experience is the Message – Creating Unique Airline Brand Experiences(20)

Dernier

Dernier(20)

The Experience is the Message – Creating Unique Airline Brand Experiences