Brand Maketing

Success Lessons from Disney.

I am reading two books that deal with the strategies of Walt Disney, the greatest example we have today in service excellence.I’m preparing for various post address and share with you the lessons learned.

Below a little of what comes around.
Some of the lessons of success of Disney

  • How to assess customer satisfaction by obtaining data concrete quickly.
  • Using powerful methods with the cards Guest Service Fanatic and Spirit of Disney Award to recognize, celebrate and reward the efficient work.
  • How to answer questions like: “What time begins the parade of three o’clock? “
  • How to tailor the recruitment and training of its company based on successful programs such Traditions, Wish upon a Star We’ve Come a Long Way, Mickey.
  • How to produce in their outside vendors feel partnership, causing them to become part of your team.

To Disney “The most well-finished someone who dared to dream”.

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Clients who understand?

What makes you happy *
Banks
– Agility in troubleshooting
Telefonia Celular
– Time to solve problems
– Rates
Car Insurance
– Response time and solution in case of accident
Subscription TV
– Number of channels available in the basic package
– Variety of available channels in the basic package
Supermarkets
– Benefits of the program of loyalty
– Variety of brands and products
– Cost of products
– Additional Services
Internet Home
– Speed to download files
– Variety of plans offered
– Cost of service
– Troubleshooting / Complaints
– Assistance of staff

If a satisfied customer is not necessarily a loyal customer, even more difficult for brands to create an emotional bond with them. Satisfaction is an important point for the retention of customers, but now there are several factors that help the customer choose your brand.

What makes you happy *

Banks

  • – Agility in troubleshooting

Mobile phone services

  • – Time to solve problems
  • – Rates

Car Insurance

  • – Response time and solution in case of accident

Subscription TV

  • – Number of channels available in the basic package
  • – Variety of available channels in the basic package

Supermarkets

  • – Benefits of the program of loyalty
  • – Variety of brands and products
  • – Cost of products
  • – Additional Services

Internet Home

  • – Speed to download files
  • – Variety of plans offered
  • – Cost of service
  • – Troubleshooting / Complaints
  • – Assistance of staff

What makes you unhappy *

Banks

  • – Requirements to obtain or use products
  • – Difficulty to conduct transactions online
  • – Lack of agility in the solution of problems

Mobile phone services

  • – Time to solve problems
  • – Rates

Car Insurance

  • – Response time and solution in case of accident

Subscription TV

  • – Number of channels available in the basic package
  • – Variety of available channels in the basic package

Supermarkets

  • – Benefits of the program of loyalty
  • – Variety of brands and products
  • – Cost of products
  • – Additional Services

Internet Home

  • – Speed to download files
  • – Variety of plans offered
  • – Cost of service
  • – Troubleshooting / Complaints
  • – Assistance of staff

* Source: Ipsos

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Viral Marketing an Important Decision.

Have you heard of Viral Marketing? As important as keeping the finances in order, create an identity with the customer is key. Not afraid to bet all my chips that the most effective Viral Marketing is still the word-of-mouth, where trust and honesty are provided with real values for each individual and client.

If you have not thought the idea of creating a viral marketing campaign, it’s time. Enjoy the ease and speed of the Internet exchange of information and create your Viral Marketing. To help, below a simple definition. Good reading and good luck. In case of doubt, I am available. Send me an email by clicking HERE or send me a message on TWITTER.

Definition to help.

The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses.

It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages. The basic form of viral marketing is not infinitely sustainable.

The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high Social Networking Potential (SNP) and create Viral Messages that appeal to this segment of the population and have a high probability of being passed along.

The term “viral marketing” has also been used pejoratively to refer to stealth marketing campaigns—the unscrupulous use of astroturfing on-line combined with undermarket advertising in shopping centers to create the impression of spontaneous word of mouth enthusiasm.

Definition: Wikipédia.

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Creating Magic

“There is magic in what is a good job, it is with a good work that is magic.” by: Lee Cockerell.

A simple sentence and large impact today in which we live. Often we think that the magic does a great job, but is actually the opposite, I thought about it before? Several points contribute to that magic is constant, we can highlight two are: Training Team and Respect the individual. Remember to incorporate quality, character, courage, enthusiasm and integrity to the work environment and to life itself.

To know the strategies created by Lee Cockerell, you will see that we are all capable of exercising extraordinary leadership, the kind that inspires employees, customers and fascinates the wonderful results achieved.

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Development of the proposed value

We will see in the post today, a vision techniques and simple as customers look at the whole concept of our proposal value. Below the characteristics of the value and benefits by customer.

Feature value for the customer.

  1. Mandatory: Varies according to customer’s perception
  2. Contextual: Varies depending on the situation of purchase and available alternatives
  3. Mutidimensional: Customers evaluate the benefits in economic terms, technical, functional, psychological.

Benefits of the Product.

  1. Economic value: money, if the client feels like the quality of competing products, choose Cheaper by the economy.
  2. Functional value: tangible characteristics (attributes, design, durability, applications).
  3. Psychological value: intangible characteristics such as brand, trust, reputation, relationships, experience.

With this we can summarize the view of the customer, the value of the offer in the following equation : Perceived value = perceived benefits / perceived costs.

In the next post will most detalhhes about what are and are classified as the benefits of the product and the cost is.

Thank you, Cbittar. | Source Study: FGV Management

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“Imageexperience”

A popular saying says: “A picture is worth more than thousand words”.

And this is true, imagine the marketing campaign today without pictures? The visual identity that the consumer creates with your brand is crucial. Already thought of the Nike ads with athletes?

Another important point that I call the “Imageexperience “, is the fact of working in the power of image ads to the experience of the public with the product, company or service. A “Imageexperience” will influence the way of seeing and thinking of the consumer. Not imagine the pleasure of driving an offroad on the roads of Texas, made a Testdrive not.
Imagine being an athlete using Nike 5.0 has the experience and you are the athlete. Not imagine a Coke in one day of heat, sun, beach, field, has the experience and proven Coke.

I would challenge you to, (essential for practitioners of Marketing / Advertising), leaving the routine, try new products, has further assessments. Ever thought of changing the perfume? Buy another brand of car? Drink another soda? You also participate in “Imageexperience”.

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