4. ON TOUR
Marketing is: everything a company does to improve the sales of their product
and/or services.
Marketing 101
5. ON TOUR
Marketing is: everything a company does to improve the sales of their product
and/or services.
Marketing is: everything departments do to improve the use of the Self-service
portal.
Marketing 101
6. ON TOUR
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating campaigns
Step 5: Keeping the customer
Marketing 101
12. ON TOUR
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating campaigns
Step 5: Keeping the customer
Marketing 101
13. ON TOUR
Within a week, everyone in the UK is using the BBC.
Have a clear target
14. ON TOUR
Within a week, everyone in the UK is using the BBC.
Within six months, 50% of bag carriers in the UK are using the BBC.
Have a clear target
15. ON TOUR
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
Marketing 101
16. ON TOUR
• People who shop a lot
• People who go food shopping
• People who have money to spend
• People aged between 25 and 60
What is the market?
17. ON TOUR
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
Marketing 101
19. ON TOUR
• Shopaholic
• Lives in the shopping centre
• Carries on average 9 bags every Saturday
Annabel
20. ON TOUR
• Single mum
• Going food shopping is tough enough for her
• Meets lot of like-minded women at her
childrens’ school
Claire
21. ON TOUR
• Loves his wife big time
• Prefers to spend Saturday on the couch
drinking beer
• Gets dragged to the high street quite often
• Carries her bags out of love
Malcolm
22. ON TOUR
• Hipster
• Carries only recycled bags
• May be in pain, but you won’t see it due to his
beard
Jacob
23. ON TOUR
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
Marketing 101
24. ON TOUR
• Plural!
• One poster is not enough
• Four personas = at least four types of campaigns
Create campaigns
25. ON TOUR
• BBC – blimp
• BBC – big band
Brand awareness
26. ON TOUR
• Shopping centres
• Fancy look and feel
• Muscled men could carry her bags for
15 minutes after purchasing the BBC
• #BBC #NoFilter #PainPainGoAway
Annabel
27. ON TOUR
• Promotion at the playground
• Reward Claire for recommending the BBC
• Discount at supermarkets
Claire
28. ON TOUR
• Approach him with relatable people
• Located near department stores
• Keep it plain and simple
Malcolm
29. ON TOUR
• At the barber
• Eco-friendly commercials
• Creating a statement
Jacob
30. ON TOUR
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
Marketing 101
37. ON TOUR
Marketing is: everything a company does to improve the sales of their product
and/or services.
Marketing is: everything departments do to improve the use of the Self-Service
Portal (SSP).
Marketing 101
38. ON TOUR
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
Marketing 101
39. ON TOUR
100% of calls are logged via the Self-Service Portal.
Have a clear target
40. ON TOUR
100% of calls are logged via the Self-Service Portal.
Within 6 months, the amount of calls logged through the Self-Service Portal
increases by 20%.
Have a clear target
41. ON TOUR
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
Marketing 101
42. ON TOUR
• All departments
• Working employees/colleagues
• Support mechanism for the organisation’s primary purpose
What is the market?
43. ON TOUR
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
Marketing 101
44. ON TOUR
• Who are your Annabel, Claire, Malcolm and Jacobs?
Personas
45. ON TOUR
• The person who knows everything
• An influencer
• A good ambassador
Anita
46. ON TOUR
• Doesn’t like change
• A silent protester
• Seldom leaves his desk
Mike
47. ON TOUR
• On the road a lot
• Doesn’t care about changes
• Lack of motivation for the SSP
Chris
48. ON TOUR
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
Marketing 101
49. ON TOUR
• Name is important:
• Self-service portal
• TOPdesk
• e.g. 'Pumpkin Portal', ‘MyPumpkin'
Brand Awareness
59. ON TOUR
Step 1: Clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Create Campaigns
Step 5: Keeping the customer
Marketing 101
62. ON TOUR
• Staying alive
• Monitoring
• Improving
• Drop-in sessions
And then …
63. ON TOUR
• Ensuring the SSP is ‘fit for purpose’
• Innovation
• Up-to-date
• Communication
The TOPdesk Champion
64. ON TOUR
• Self-service portal needs to be sold
• Make your market visible
• Different communication channels for different personas
• Involve people with the development
• Assign a TOPdesk Self-Service Portal champion
Conclusion