Keller boot camp 5 Resonance
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The bootcamp aims to help participants understand and apply brand equity principles to create a competitive advantage for their businesses over six months. It emphasizes the importance of brand resonance, customer loyalty, and building engaged community relationships, alongside strategies such as feedback collection and membership schemes. The document illustrates these concepts using the Harley-Davidson brand as a case study for effective community and customer engagement.
Keller boot camp 5 Resonance
- 2. The goals of the Bootcamp • At the end of the six months to have gone through the principles of the model • To apply many of these to real world situations and to our own businesses • Create a competitive advantage for your business
- 3. Brand Equity “The value that is generated directly from the buying process as stimulated by the visible or invisible connections a client has through their awareness of and trust for the brand.” The potential for your brand to impact your business
- 4. Refresh
- 8. Use ‘Brand Resonance’ as your goal You need all four elements to achieve it
- 9. Steps we take today can only help to positively shape your brand
- 10. Customer Loyalty
- 11. Customise and Refine your service or product • Gain Feedback - ask • What do your customers want? • How are you taking care of them? • What are your customer touchpoints? • Do they ‘wow’
- 12. Gauging Loyalty How Often do your customers purchase? How much do your customers spend per visit? What is the ‘lifetime’ value of your customers? How many transactions do your customer undertake? What are the trends within your business?
- 13. Too small for a loyalty scheme? The UK's #1 Customer Loyalty Platform for Small Brick & Mortar Business Owners Not an endorsement!
- 14. Loyalty alone is not enough to drive ‘Resonance’ Building ‘Attitudinal Attachment’ – get your clients to fall in love with you
- 15. How satisfied are you with the service? 4-stars and you are six times more likely to defect to a competitor than those who ranked it 5-stars
- 16. Community matters • People buy on recommendation • People buy because of shared experiences • People buy because others buy
- 18. Four steps to building one 1. Communicate your mission with passion 2. Put the power in the hands of the community 3. Solve a real problem – make a difference make a dent 4. Incentivise growth in the community
- 19. Active engagement means retention Invest time Invest energy Invest money Invest resources Invest emotionally Your clients do it to affirm their loyalty
- 20. One way not as hard s you might think - Membership
- 21. Membership Schemes • Create access to you • Extend your offer • Upsell your value • Be proactive in pricing • The Member now has control
- 22. The Harley Davidson Brand Story The Mission
- 23. Harley Community
- 25. Growth in community through its Dealership & Membership Authorized Harley-Davidson dealers are the primary places for distribution of the company’s products. Majority of the firm’s revenues are generated through these dealers via its members.
- 26. To Come: 6. Tuesday, 13 June 2017: Bringing it all together – Examples of great and not so great ‘Brand Equity’ A series of mini-workshops created and designed by James Cracknell SFEDI Accredited Business Advice cracknell123@btinternet.com