Online vs offline: the importance of an integrated experience

“Online
vs
oﬄine”…
or
the
importance
of

crea:ng
an
integrated
experience

Voka
-‐
28
March
2013

Galland.be

©
Galland.be
2013
Consultants
in
strategic
marke:ng

Galland.be

Remember?

3
Galland.be

Oﬄine
vs.
online:
s:ll
relevant?

4
Galland.be

“A
magazine
is
an
iPad
that
doesn’t
work”

5
Galland.be

Major
marke*ng
challenge

7
Galland.be

Today’s
marke:ng
challenge

choices

Today,
people
are
overwhelmed
by
a

vast
array
of
choices
that
are
o:en
very
similar

Galland.be

Today,
everyone
is
in
shortage
of
:me

Galland.be

Today’s
marke:ng
challenge

When
people
have
less

and
less
:me
to
Choice

consider
op:ons,

their
own
criteria
will

help
them
to
make
the
Time

decision

Galland.be

People
trust
their
own
ideas

&
experiences
from
friends,

rather
than

any
type
of
push
mass
media

Galland.be

STO
P
SH
OUT
ING

!

Galland.be

Understand
the
new
rules
of
the
game

Today
customers
are
much
more
Today
the
market
is
global
and
highly

demanding
and
well
informed.
They
compeCCve.
Companies
that
understand

the
diﬀerenCaCon
game

1.  like
to
connect
and
share
their
1.  are
collabora:ve

beliefs
and
interests

2.  feel
special,
want
to
be
treated

2.  highly
personalize
their
acCons

in
a
unique
way

3.  make
their
own
choices
based

3.  set
up
a
dialogue
and
engage
with

on
their
own
criteria
the
customer

Galland.be

A
marke*ng
strategy
is
about

ﬁnding
a
way
to
be
unique
…

Galland.be

“At
the
end
of
the
day,
we

ﬂy
exactly
the
same
planes

as
everybody
else.
If
we
get

our
customers
oﬀ
the
plane

happy,
and
they
go
on
to

talk
about
that
and
get

others
to
come
and
then

come
back
again
themselves

-‐
that’s
a
huge
markeCng

tool.”

Steve
Ridgway,

Virgin
AtlanCc
Airways
chief
execuCve

15
Galland.be

“People
do
not
buy
products
or

services.
They
buy
things
that

give
them
a
good
feeling
or
that

solve
a
speciﬁc
need.
This
is

why,
as
marketers,
we
need
to

focus
on
how
to
add
value”

Ann
Galland

Galland.be

Galland.be

A

product
or
a
service
becomes

meaningful
when
it
becomes
part

of
an
experience
you
share
with

others

17
Galland.be

A
unique
experience
does
not

just
happen

Galland.be

It
takes
tailor-‐made
design
to

suit
your
business

Galland.be

Experience
modelling

Contextual

Entertaining

EducaConal

EstheCc

Collabora:ve

Escapist

Engaging

©
Experience
modelling
is
an
intellectual
property
of
Galland.be

Galland.be

“No
one
owns
the

customer,
but

someone
always
owns

the
moment”

ScoL
Hudgins,

VP
Customer
managed
rela*onships,

23

Walt
Disney
Company

Galland.be

Barrier
to
engagement

“The
major
barrier
to
engagement
is
organiza:onal
…
given

the
growing
number
of
touchpoints
where
customers
now

interact
with
companies,
markeCng
o:en
can’t
do
what’s

needed
all
on
its
own.

CMOs
and
their
C-‐suite
colleagues
must
collaborate

intensively
to
adapt
their
organizaCons
to
the
way
customers

now
behave
and,
in
the
process,
redeﬁne
the
tradi:onal

marke:ng
organiza:on.

If
companies
don’t
make
the
transiCon,
they
run
the
risk
of

being
overtaken
by
compeCtors
that
have
mastered
the
new

era
of
engagement.”

(McKinsey
quarterly)

49
Galland.be

“It’s
all
about
knowing
your

customer
touchpoints”

Galland.be

Pi_all
1

“Need”
versus
“Want”

54
Galland.be

Pi_all
2

§  Male

§  Married,
with

children

§  Born
in
1940s

§  Great
Britain

§  Celebrity

§  Wealthy

§  Loves
dogs

55
Galland.be

How
do
customers
look
for
value?

56
Galland.be

Customer
Value
Model

Five
Value
ProposiCons:

• 

More
[value]
for
More
[price]

• 

More
for
the
Same

• 

More
for
Less

• 

The
Same
for
Less

• 

Less
for
Much
Less

57
(Kotler)

Galland.be

?
Awareness
ConsideraCon
Purchase
Usage
Repeat
purchase
RecommendaCon

Advocate

Loyal

SelecCon
SaCsﬁed

I
want
you

I
like
to...
I
might...
Explicit
Indiﬀerent
I
will
...

to...

preference

Non-‐believer

Hater

Inspire
Inspire
Inspire
Engage
Collaborate
Converse

Galland.be

Product
Customer
value
Customer
value

model

• 
More
[value]
for
More
[price]

• 
More
for
the
same

• 
More
for
less

Price
Cost
• 
The
same
for
less

• 
Less
for
much
less

Place
Convenience

Promo:on
Communica:on

Galland.be

Touchpoints
to
manage

Awareness
ConsideraCon
Purchase
Usage
Repeat
purchase
RecommendaCon

Advocate

Loyal

SelecCon
SaCsﬁed

I
want
you

I
like
to...
I
might...
Explicit
Indiﬀerent
I
will
...

to...

preference

Non-‐believer

Hater

Inspire
Inspire
Inspire
Engage
Collaborate
Converse

61
Galland.be

From
“customer
touchpoints”

towards
a
sound
“marke*ng
mix”

Galland.be

Successful
customer
strategies

require
a
sound
marke:ng
mix

Awareness
Considera:on
Purchase
Usage
Upselling

Reten:on

TV/
Radio
/
Print

Out-‐of-‐home

Mass

Events

Product
placement

Web
Ads

Blogs
/Social
Media

Online

Search

Website

Mobile

Email

Direct
mail

Oﬀ-‐line

Call
center

Store/branch/Sales

Service
team

Galland.be

Successful
customer
strategies

require
a
sound
marke:ng
mix

Awareness
Considera:on
Purchase
Usage
Upselling

Reten:on

TV/
Radio
/
Print

Out-‐of-‐home

Mass

Events

Product
placement
Inspire

Web
Ads

Blogs
/Social
Media

Engage

Online

Search

Website

Mobile

Email

Direct
mail

Collaborate

Oﬀ-‐line

Call
center

Store/branch/Sales

Service
team

Galland.be

Conclusions

§  MarkeCng
is
an
amtude
rather
than
a
funcCon

§  Customers
don’t
buy
products
or
services

They
fulﬁll
wants
and
needs

§  Online
and
oﬄine
=>
integrated
experience

§  The
essence
of
markeCng
is
to
add
value
that

is
both
unique
and
relevant
for
your

customers

66
Galland.be

About
us

67
Galland.be

“A
brand
is
more
than
a
promise,

it’s
a
commitment
to
create

a
unique
experience

for
your
customers”

Ann
Galland

Galland.be

Strategic
marke:ng

69
Galland.be

Why
we
do
what
we
do

Why?

What?

Because
we
believe
in
crea:ng
a
growth
Audits
&
workshops

strategy
by
ques:oning
the
current
rules
of
Tailor-‐made
consultancy

the
game
in
your
market
and
by
applying
In-‐company
adivisory

innova:ve
ideas
that
already
work
in
other
services

industries

(Strategic
innova:on)

Coaching
&
Speaking

Because
we
believe
we
can
give
leverage
to
How?

opportuni:es

your
brand
by
crea:ng
a
unique
experience

With
a
passion
for
customer

that
is
hard
to
resist
for
your
customers
centricity

and
target
customers

(Brand
experience)

Through
no-‐nonsense
thinking,

Because
we
believe
in
the
need
of
an
because
we
know
that
a
goal
is
a

eﬀec:ve

24/7
worldwide
presence
if
you
dream
with
a
deadline

s:ll
want
to
be
in
business
in
2020

(Online
marke:ng)
By
being
pragma:c
and
crea:ve,

to
help
you
put
the
chosen

strategy
into
ac:on

Galland.be

Some
customers
&
projects

Galland.be

Some
publica:ons

My
“one
company,
one
image”
branding
case,
My
vision
on
markeCng
and
branding
today,
as

realized
as
Global
Director
MarkeCng
of
the
Managing
Director
of
Galland.be
(2009-‐today),

Barco
Group
(1996-‐2008)
with
emphasis
on
the
importance
of
customer

in

centricity
and
word
of
mouth

“MarkeCng
Management
–
De
essenCe”

in

Philip
Kotler,
Kevin
Lane
Keller,
Henry
Robben,
STIMA
MarkeCng
Jaarboek
2012

Maggie
Geuens,
2010

72
Galland.be

Follow
us

be.linkedin.com/in/anngalland

facebook.com/galland.be

twiuer.com/anngalland

slideshare.net/anngalland

youtube.com/user/GallandTV

73
Galland.be

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