Customer journey maps lucy freeborn

Strategic Planning ‐ The Key to Unlocking Brand Potential

Lucy Freeborn – Creative Director

www.propellernet.co.uk

Once upon a time in a galaxy far far awayOnce upon a time, in a galaxy far far away...

30/04/2010

Jim

Jack

Time forTime fora fresha fresh

approach…approach…

The media landscapeInternet advertising

d h t kInternet advertising

d h t k

p

Traditional media Traditional media spend has overtaken TV, Radio and print

advertising

spend has overtaken TV, Radio and print

advertisingCustomers have a

voice and brands liveCustomers have a

voice and brands live

and advertising models are

f ili

and advertising models are

f iliggvoice, and brands live

or die by their reputations

voice, and brands live or die by their reputations

failingfailing

All powerful Googleis the new high

All powerful Googleis the new high

Customers have Customers have is the new high street, location is based on your

is the new high street, location is based on your

greater choice & the tools to make

informed decisions

greater choice & the tools to make

informed decisionsreputationreputation

informed decisionsinformed decisions

Working with Hi‐Tec

BackgroundObjectives

Our Brief

Objectives

Insight

Objectives•Online share of voice• Customer surveys•Key influencers•Google insights

...But objectives, couldn’t be met without really d di h di

Strategy

understanding the audience...

Understanding the customer

We developed a three tier insight project to get to grips with their audience and benchmark the brand:

Objectives

with their audience and benchmark the brand:

Examining where the brand sits in the online spaceInsight

Actually talking to their existing and non customers

•Online share of voice• Customer surveys•Key influencers•Google insoghts

Interviewing key media influencersStrategy

30/04/2010

Online share of voice

Our benchmark showed that Hi‐Tec do not currentlyObjectives

Our benchmark showed that Hi Tec do not currently rank in the top 100 positions in the UK or the US for any of our target keywords..Insight

Hiking Boots

Walking Boots

•Online share of voice• Customer surveys•Key influencers•Google insights

Walking Shoes

Climbing Shoes

Hiking Shoes

Snow Boots

•The total UK annual search volume in this sector is over1 5 illi

Strategy

Walking Sandals

Winter Boots

Waterproof Boots

Waterproof Shoes

1.5 million

p

No one is being sociable

Online Mentions of Hi‐Tec and competitor brands in UK

90 day period Oct‐Dec 2009

Objectives

90 day period Oct Dec 2009

Insight


Key Insights

Strategy

Key Insights

Very low levels of activity across all brands

18 mentions of the Hi‐Tec brand, 17 were product overviews l ti t l itrelating to sale sites

No product reviews on media sites

No forum posts or replies

Customer surveys

In‐store and online questionnaire to establish behavioural insight:

Objectives

insight:– Advice from friends and influencers was key

– All enjoyed activities in groups or families

Internet is hugely important to our target audiences more than 70%

Insight

– Internet is hugely important to our target audiences, more than 70% used Google at least once per week, search is pivotal

– We need to interrupt their online research journey to remind them we exist with exciting and engaging content


g g g g

– All groups believe that more people in the UK should focus on their health and recreation

Strategy

Research enabled us to segment the audience into five main ‘personas’

Guided creative execution of the strategy

The people who matter

Interviewed 20 key influencers

No other competitor brand had done that!

Objectives

No other competitor brand had done that!

They had advice on how to improve perceptions of the brand:– “prove commitment to hardcore outdoor users”

Insight

– “don’t over promise”

– “make less but make them better”

– “involve the experts more”


– “healthiest outdoor market for years”

What they said What they didn’t say

Strategy

Good value

Immediately comfortable

PerformanceReliable

DaringFor gentler

lk

Trapped in the middle

Technical Expertise Technical fit

PerformanceExciting Hiking

QualityCommitment

y What they didn t say

Golf

Daring (ION mask)

walkers

Underestimated

Functional

Lightweight

Innovative

ImprovingTK Maxx Advocacy

Well designed

Technically advanced

Aggressive marketing

No compromise

R&D

Millions of opportunities to engage consumers

Hiking

Ankle supportArch Support \ High arches

SpikesRounded soles

ColourSize

wi

Initial Research

Objectives

HikingHill WalkingWalkingMountainOutdoorTrekking

BackpackingClimbing(100%) Waterproof

Mens, BoysLadies, Womens, Girls

Infants, Toddlers Babies, Childrens, Kids

BootsShoesSandals

Rounded solesVelcro strapsVibram solesmotion control

Springs

ith

Wide, Flat, Narrow FeetO ti \ U d P tiI i h

Quick Wins

ClimbingMountaineering

ApproachSnowWinter

2,3/4 SeasonAdventure

( ) plightweight \ light \ ultra

lightLeather \ FabricComfortableFlexibleFlat

Cushioned

SandalsFootwear

for

Overpronation \ Under PronationPronation \ Pronators

Knee, Back PainBad feet

morton's neuroma (painful toes)plantar fasciitis \ shin splints

Heavy Women \ ObeseT d ill

•Online share of voice• Customer surveys•Key influencers

Insight

Steel toeIon MaskGortex

TreadmillArthritis

Stress fracturesOrthotics

Help me Decide

y•Google insights

StrategyHiking

Hill WalkingWalkingMountainOutdoorTrekking

BackpackingBootsShoes

Best (2009)Which

How to buyHow to choose

Review(s)Choosing\Choose

Top Rated

Walking boots – 154,800Hiking boots – 112,680 p g

ClimbingMountaineering

ApproachSnowWinter

3/4 SeasonAdventure

SandalsFootwear

pRatingsGuide

Recommended Buying

Top 10 (ten)CompareGood

Waterproof boots – 9,360Mens hiking boots – 2,160

Engage Target ConsumersEngage Hi Tec Consumers Engage Target ConsumersEngage Hi Tec Consumers

Develop related interest content for positive brand

associationHarness advocacy to improve awareness

to commitment online journeysThe outdoor market is huge, However, to ensure Key messages in search results – inspired by life

Develop decision support content in key influencer networks

Connect consumers with

Turn happy customers into influential advocates with user generated content.

Use customer network as a springboard for “word of mouth”

campaigns

with hardcore elite users at the top of the audience pyramid and the mainstream users tapping into brands as a fashion

,focus and effective use of marketing

spend and resource, Hi‐Tec needs to focus

Connect consumers with Hi Tec Content

key influencer content

Create and promote Hi Tec decision support content

p g

Create events for customers to live the Hi‐Tec brand

Establish direct feedback loop from

choice at the bottom... on the most realistic targets...

Connect consumers with points of purchase

Interrupt and intercept competitor evaluation

Establish direct feedback loop from customers into product development

Start direct customer relationships (Shoe Box insert – customer service)

We have broken free of siloWe have broken free of silo thinking and are joining the d f li j i !dots for our clients – join us!

www propellernet co ukwww.propellernet.co.uk

Twitter com/propellernetTwitter.com/propellernet

Rocket@propellernet co [email protected]

Lucy FreebornLucy‐Freeborn

Business

Customer journey maps lucy freeborn