我就是媒體——外國精品ppt模板(ppt67頁)(存儲版)
【正文】 so I don’t like to look like a liar FUTURELAB FEATURES BENEFITS VALUES PROPOSITIONS WHERE ARE THE READY MADE STORIES ??? FUTURELAB Hemingway Van Gogh Chabrol Sartre ... FUTURELAB Opinion Leaders – Customers – Employees Successes Failures Reports Milestones CEO – Founder – Products … And the best news: You don’t even need to be creative FUTURELAB No intrusive creative, yet true storycrafting 2500 years of experience meets neuroresearch Make it something I can easily tell others Egocentricity Contrast Emotion Beginning Ending Tangible Visual FUTURELAB Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar FUTURELAB It’s the steak, not the sizzle baby FUTURELAB UK FRA DEU ITA ESP Quality of products services 2 1 1 1 1 Attentiveness to customer needs 1 1 2 2 2 Fair pricing for products services 3 4 7 3 3 Good employee and labour relations 5 3 3 4 4 Strong financial performance 6 7 9 5 6 Socially responsible activities 7 5 5 5 6 Wellknown corporate brand 4 6 8 7 5 Dialogue with all stakeholders 8 8 6 8 9 A visible CEO 9 8 4 9 8 Employee or CEO blogs 10 10 10 10 10 Based on: Edelman Trust Barometer, 2023 – attributes for building trust The key drivers for trust closeness are “quality service” FUTURELAB Yet still, most consumers are left “indifferent” Customer Satisfaction Averages (scale 010) “44% of consumers say the majority of their Customer Experiences are “bland”...” FUTURELAB In fact, if asked, they mostly won’t remend a brand BTW: The same often applies to the people working for the brand themselves Tele Europe = 48% Profusion, 2023 FUTURELAB WE PROMISE ONE THING AND DO SOMETHING ELSE 90% of businesses are unable to execute the strategy they have on paper as ? only 5% of the workforce understands what the strategy is ? 60% of anisations do not link budgets to strategy ? 70% of anisations do not link management incentives to strategies ? 85% of executive teams spend less than 1 hour per month discussing strategy 95% of senior business leaders say Customer Experience is the next petitive battleground yet nothing happens. FUTURELAB THE CHOICE If you want to influence WOM you have to convince your anisation to deliver what you promise Be true, so I don’t look like a liar FUTURELAB In which the first step to take is confront reality STAFF – CUSTOMERS –SUPPLIERS – CONSUMERS FUTURELAB Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar Tell me a story that makes my conversations more interesting FUTURELAB Top 3 Purchase Influencers % Instore Sales Associate 49 Instore demonstration 36 Wordofmouth from family friends 33 Newspa
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