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Vinny Panchal's Presentation at Mumbrella's B2B Marketing Summit

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Vinny Panchal's Presentation at Mumbrella's B2B Marketing Summit

  1. 1. The B2B Experience Revolution: Going Beyond Price and Performance V I N N Y P A N C H A L SVP, Director of Client Services – Jack Morton Worldwide
  2. 2. I N S E R T S O U R C E
  3. 3. I N S E R T S O U R C E Economist clip
  4. 4. A S S O C I A T I O N O F I N D E P E N D E N T F E S T I V A L S T E N - Y E A R S T U D Y O F M U S I C F E S T I VA L S ( 2 0 0 8 – 2 0 1 8 ) 8% go for headline acts, 53% attend for the experience
  5. 5. No-one cares for your product
  6. 6. What’s cool is not to own something but to be part of an experience
  7. 7. I N S E R T S O U R C E Pumphouse point picture
  8. 8. Magic Castle Hotel
  9. 9. Experience is the biggest differentiator beyond price and performance…
  10. 10. 80% of B2B companies believe they deliver superior experiences… B A I N & C O M P A N Y 2 0 1 9
  11. 11. …but only 8% of customers agree B A I N & C O M P A N Y 2 0 1 9
  12. 12. Proof + Promise T H E B E S T E X P E R E I N C E S A R E W H E N
  13. 13. E X P E R I E N C E B R A N D I N D E X , J A C K M O R T O N 2 0 1 8 BEST P ERFO RM I N G EXP ERI EN CE BRA N DS 200% 25%H I G H E R N P S H I G H E R C U S T O M E R L O Y A L T Y
  14. 14. I N S E R T S O U R C E Jackwork
  15. 15. "Face-to-face interactions at events are incredibly important and powerful, and create very meaningful connections for us." J U L I E H O G A N , G L O B A L F A C E - T O - F A C E M A R K E T I N G D I R E C T O R A T F A C E B O O K / I N S T A G R A M
  16. 16. Live experiences are as every bit as measurable as digital marketing
  17. 17. More than attendance stats J A C K M E A S U R E M E N T R AT I O N A L + E M O T I O N A L M A C R O + M I C R O I M PA C T
  18. 18. Measure to optimise
  19. 19. Our metrics B R A N D L O V E IMPACTSENTIMENTQUALITY OF THE ENGAGEMENT PURCHASE INTENTPREFERENCE RATIONAL Deepened brand knowledge, consideration and intent to purchase EMOTIONAL Excite and engage Brand connection
  20. 20. Our metrics B R A N D L O V E IMPACTSENTIMENTQUALITY OF THE ENGAGEMENT PURCHASE INTENTPREFERENCE WIFI Tracking Sales incentive/ Registered interested Camera technology and manual recording Web analytics and social tracking Timing mechanic through camera technology RATIONAL Deepened brand knowledge, consideration and intent to purchase EMOTIONAL Excite and engage Brand connection
  21. 21. Measure to optimise
  22. 22. H B R R E P O R T - T H E E V E N T M A R K E T I N G E V O L U T I O N : A N E R A O F D A T A , T E C H N O L O G Y & R E V E N U E I M P A C T , 2 0 1 8 FA ST-G RO W I N G CO M PA N I ES A RE I N V EST I N G I N EV EN T M A RKET I N G 52% 29%N U M B E R O F S U R V E Y R E S P O N D E N T S W H O S A Y T H A T E V E N T M A R K E T I N G D R I V E S M O R E B U S I N E S S V A L U E O V E R O T H E R C H A N N E L S A L L O C A T I O N O F M A R K E T I N G B U D G E T S T O E V E N T S & E X P E R I E N C E S 30%F A S T E S T - G R O W I N G C O M P A N I E S W H O H A V E S E E N R E V E N U E G R O W T H O F 3 0 % O R M O R E H A V E B E E N I N C R E A S I N G T H E I R E V E N T A C T I V I T Y T H E M O S T
  23. 23. Move people
  24. 24. Move people Through emotion
  25. 25. B R Y A N K R A M E R , S O C I A L B U S I N E S S S T R A T E G I S T “Businesses do not have emotions. People do.”
  26. 26. Collectively push ourselves out of our comfort zone
  27. 27. Brand is energy
  28. 28. Brand is energy The catalyst to deliver trust, inspire and transform…
  29. 29. Recasting the physical and virtual environments to create brave new worlds
  30. 30. Anticipating human needs through intelligent experiences that sense,measure,and react
  31. 31. Responsibly harnessing data to create hyper-personalised, ultra-relevant experiences
  32. 32. Creating compelling, consistent and continuous experiences across brand ecosystems
  33. 33. 5G,up for the challenge?
  34. 34. I N S E R T S O U R C E Superior experiences delivered by engaged employees
  35. 35. Scale your culture as you seek to deliver a holistic brand experience
  36. 36. No MoreTiers! Less stuff, more value Packages are just a starting point Build valuable sponsorships from the group up
  37. 37. Championing the power of experience for over 80 years.
  38. 38. P G 0 4 5 McKinsey meets Disney
  39. 39. People are more likely to remember things if they cultivate a positive emotion
  40. 40. Learn more… G E N U I N E X P O D C A S T S1 E8: Hacking Emotional Triggers. Featuring Dr James Morgan
  41. 41. Is your business experience-ready checklist? W H A T ’ S Y O U R P R O M I S E ? Can you state your brand promise in 2-3 sentences? (We encourage you to write it down, even pin it on your wall) 02 D O Y O U P R O V E I T T H R O U G H A C T I O N S ? Can you point to 3-4 notable actions your brand has taken to prove to the world your promise is authentically delivered? 03 D O Y O U P R O V E I T T H R O U G H I N T E R A C T I O N S ? What key customer touchpoints – customer service, in-store, web, mobile, content, experiential – deliver proof on your promise? I S Y O U R E X P E R I E N C E D I F F E R E N T I A T E D ? Do you provide a brand experience that’s significantly different than your competitors? 05 D O Y O U M A K E I T M O V I N G ? In the Brand Experience landscape, it’s easy to simply deliver an action or interaction that works. But do they move your customers emotionally? Do they feel it? Are they inspired by it? Are they bonded to it? W H A T ’ S W O R T H T A L K I N G A B O U T ? If a customer were going to convince a skeptical friend that your brand is worthwhile, what’s one action or interaction they would use to explain their attachment to your brand? 01 04 06 EXPERIENCE BRAND INDEX, JACK MORTON 2018
  42. 42. Was this a highlight?
  43. 43. Ice cream gif
  44. 44. Thankyou. V I N N Y P A N C H A L SVP, Director of Client Services vinny.panchal@jackmorton.com.au au.linkedin.com/in/vinnypanchal Request today’s presentation bit.ly/B2BExperienceRevolution

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