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How brands can sell more in a changing world
Political, economic, social, and technological changes are creating an uncertain landscape for brands. To succeed, brands must (1) provide trusted tools and services that empower customers, (2) engage customers through social networks and mobile platforms, and (3) demonstrate that they care about environmental and social issues.
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How brands can sell more in a changing world
- 2. A strategic modelfor assessing the current landscape and market trends Political Environmental Economic Ethical Technological Social
- 3. Political: Change anduncertainty
- 4. Political • Move from welfare state to personal responsibility • Lack of trust and cynicism about Political those in power – Occupy London • People want to take a more active Environmental role in government Economic Ethical What does this mean for brands? • Provide trusted advice and tools that will empower people to take more control Technological Social over their lives
- 5. first direct usetheir Lab area to start conversations Political with consumers, encouraging feedback and dialogue: First direct Lab Microsite homepage Recommendation: Use conversation starters to gain customer feedback. These insights can be used to design future products and services around the needs of customers
- 6. The White Houseaims to be accessible and transparent: Political Office Hours are a chance for voters to have a live Q&A with senior members of the government. Anyone can ask a questions using #WHChat Storified example of a #WHChat White House Office Hours page Recommendation: Twitter Q&As allow customers to interact with knowledge centres within the company and give companies the opportunity to lead the debate on issues that affect the business
- 7. The ability totrack all our personal data from where we’ve been, Political what we were doing and who we were with, is empowering us to take more control over our lives. The move towards greater personal responsibility is embodied in the increasing popularity of health apps Apple’s App Store currently offers 9,000 mobile health apps (including nearly 1,500 cardio fitness apps, over 1,300 diet apps, over 1,000 stress and relaxation apps, and over 650 women’s health apps) and by mid-2012, this number is expected reach 13,000 (Source: MobiHealthNews, September 2011)
- 8. Economic 34% say that finances are tight or are struggling* *Mintel, British Lifestyles – The Emotional Impact of Economic Uncertainty, 2011
- 9. Economic • No job security • Price sensitivity, effectiveness and value – price comparison • Continued growth of e-commerce, Political mobile commerce and social commerce Environmental Ethical Economic What does this mean for brands? • Innovate and develop ways to provide products & services through e, m and s-commerce • Provide flexible products and services Technological Social that continue to meet the needs of customers through life changes
- 10. Economic In the UK£5.3bn was spent online during May 2011, a year-on-year increase of 18% *IMRG Capgemini, June 2011
- 11. Consumers are usingtheir combined power to negotiate and find Economic better social deals through group buying & dynamic pricing: innocent Groupon tweet & eat offer Recommendation: meet consumers appetite for deals by trialling different social deals to learn what works best amongst its community
- 12. Deliver personalised servicesthrough apps: Economic British Airways Boarding app Recommendation: People lack time; one of the key reasons for the continued growth of m-commerce is its convenience. Give them products and services in the quickest most relevant and useful form
- 13. Don’t second guesswhat your customers want. Ask them!: Economic 3 Mobile Facebook ‘On the Go’ MumsTab 3 Mobile tapped into the parent community to gain insight for new product development. Mum bloggers and their readers were invited to events over the UK where they participated in workshops. From this a shortlist of features for an app were developed and were then voted on via Facebook. The end result was an app specifically design for mums by mums
- 14. Social 25-34 arethe least satisfied with their lives People feel that a lack of money is holding them back from realising their dreams* *Mintel, British Lifestyles – The Emotional Impact of Economic Uncertainty, 2011
- 15. Social • People power: democratisation of society. The right to have your say • Fragmented society: education and economic gap Political • Shift from individualistic to community focussed society Environmental Economic Ethical What does this mean for brands? • In uncertain times where there is a lack of equality, trust and a vacuum of leadership: brands can be leaders Technological Social
- 16. Corporate Reputation andTrust : Social 70% avoid buying a product if they don't like the company behind the product Weber Shandwicks’ s recent global study found that corporate and brand reputations are now nearly indivisible. The company standing behind the brand assures consumers that they can trust the quality, ethics and safety of the brands they are buying.
- 17. Socially responsible companiesare stepping in to fill the void: Social Starbucks Create jobs for USA homepage Starbucks have partnered with the Opportunity Finance Network to help provide capital grants to those who need it. The fund has been initially seeded with $5m contribution from the Starbucks Foundation and will continue through donations at stores. For a donation of $5 or more, customers will receive an ‘Indivisible’ wristband
- 18. O2 have alsospotted a gap and are moving to provide new Social platforms for traditional services such as education O2 Learn Website homepage The O2 Learn site provides opportunities for teachers to upload their best lessons for students to explore and learn. Initiatives like this earn O2 large amounts of positive sentiment and are part of a diversification strategy. These are the first steps into new business sectors where it can provide services in the future, such as O2 Health, O2 Money, O2 Insurance
- 19. Grassroots action: Thecommunity decides Social which projects they are keen to work on: Orange Rockcorps Website homepage Orange Rockcorps asks people to volunteer four hours of their time on projects in exchange for tickets to exclusive gigs, providing unique experiences to customers whilst giving back to their communities
- 20. Sharing Economies: the20th Century was about individual Social ownership the 21st Century will be about ‘collaborative consumption’ Some of the new start-ups in this area In the past you where what you owned now you are what you share. People are realising they don’t want, stuff, but the experience it fulfils i.e. not cars, CDs, drills, hotels but the ‘destination’, the ‘hole’, the experience of listening to music.
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- 22. Technology Everything goes social: Social networks, social gestures, social apps Everything goes mobile: real time, personalised, geo-specific interaction and engagement Political Integrated experiences: across any platform or device Environmental Ethical Economic What does this mean for brands? • People are spending more time in social networks than on websites – brands need to translate key components of website content into a more social format in order to engage people •Smartphones and tablets are the entry point for Technological Social searching, buying and managing everything in your life. Customers want to have conversations and app content immediately. • Mobile is key to brand engagement strategies
- 23. Social spaces andactions influence consumer decisions: Technological Social gestures now allow every action to be shared without having to explicitly tell the world: ‘I watched this’, ‘I listened to this’, ‘I bought this’, are shared automatically (permission allowing) Every action becomes part of your social Click to currency view video Recommendation: It is important for brands to understand how to tap into people’s daily activities to leverage the power of social networks
- 24. Technological Technology now makesit possible to be 24/7, companies are changing to meet the needs of customers and be always-on: Campaigns and CSR initiatives can be undermined by lack of attention to ‘always-on’ and customer service in social
- 25. There’s a dramaticgrowth in mobilisation - the uptake Technological of tablets is changing the way we live and work:
- 26. Mobile devices arethe portal through which we experience life: Technological Entertainment Mobile commerce New Social technology Communication - Wireless connectivity to the Cloud is providing continuous access to ‘virtual ID’s: music, entertainment, reading, social network, money and business connections
- 27. Mobile devices arethe portal through which we experience life: Technological Entertainment Mobile Retail Mobile phone operators are the gateway to your customers New Social technology Communication - Wireless connectivity to the Cloud is providing continuous access to ‘virtual ID’s: music, entertainment, reading, social network, money and business connections
- 28. Near Field Communications(NFC) is becoming mainstream thanks Technological to its easy accessibility and simple functionality Recommendation: Look at trialing loyalty through location- based services. AT&T, Intel, MasterCard and Microsoft are among the major companies backing the ultra-short-range wireless technology as a way to facilitate cashless payments, from the underground to point-of-sale terminals. EAT, the food chain, are trialling NFC in London and Tesco are deploying NFC within the M25 24/02/2012 © 2012 SKIVE Group 28
- 29. Augmented Reality, anexciting way to get brand messages and Technological offers to consumers in real time Airwalk AR pop-up shop Airwalk offered 300 limited–edition pairs of the new Jim Shoe trainers via an augmented reality treasure hunt game. Once they had found the virtual item they could then use the code they were given to purchase the product. The ‘Invisible Store’ concept merges elements from the flash mob craze, gamification, the pop-up store and the pre-sale promotion to create a destination specific event with sales at its core. Recommendation: brands should look at how social works in conjunction with mobile applications. Consumers want to have conversations and app content immediately.
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- 31. Environmental / Ethical • Ethical issues: CSR should be integral to a product • Digital substitution: Paper-based DM Political is becoming an unsustainable model Environmental What does this mean for brands? Economic Ethical • Consumers increasingly choose and have greater loyalty for companies who care about their customers and the community 0 • Combine CSR initiatives with your product offering Technological Social • Create sustainable, paper-free channels and tools for customers
- 32. Environmental Consumers actively chooseto give their Ethical business to brands that care: Toms shoes Website For every pair of Toms shoes bought, a pair of shoes is given to a child in need
- 33. Environmental Brands are movingaway from abstract giving. New campaigns Ethical focus on giving tangible goods - water, supplies, food: Striiv Website Striiv is a fitness product that motivates people to exercise by linking your activity levels to the amount of money given to good causes. Striiv monitors steps and every one counts towards giving clean water and vaccines to those who need it
- 34. Environmental The British Gasapp replaces any need for paper based Ethical communication as users can manage their bills and track their consumption all through the app: British Gas Mobile App
- 35. Summary In uncertain timesbrands should inspire confidence Provide services and tools that empower customers In the future, people will only give their business to companies that demonstrate they care and can deliver on their promises (CSR can be undermined by lack of attention to customer service in social) 24/02/2012 © 2012 SKIVE Group 35
- 36. Summary Brands need tohave a clear channel and content strategies People are spending more time in social networks, brand content needs to be in a social format in order to engage people Everything that has been done on a PC will be done on a mobile moving forward. Do not underestimate the significance of this shift! 24/02/2012 © 2012 SKIVE Group 36
- 37. Skive Planning Liz Faber,Anne McCreary, Helen Spencer [email protected] www.skive.co.uk 24/02/2012 © 2012 SKIVE Group 37