Revealed: Festival of Marketing 2015 top three takeaways
Posted by emma.critchley | 20 November
As marketers we are constantly looking for innovative ways to engage with our audience, be it through social media, creative content, email, direct mail, or experiential experiences. At TLC Marketing we are always using the latest insight into consumer behaviour to inspire our campaigns and drive engagement for our clients. Below are our top three takeaways from the Festival of Marketing, including a couple from our clients at The Post Office and Direct Line.
1. Customer experience is the new branding. Peter Markey, Chief Marketing Officer for Post Office explained that in times of brand transformation it is imperative to have the customer experience at the forefront of all decisions. Utilising a range of communication channels The Post Office ensured they connected with their customers both online and offline, re-humanising the experience to reduce customer stress levels and increase their overall in-store satisfaction. The overall results have proved fruitful for The Post Office who reported an uplift in sales and customer happiness.
2. Think big. Mark Evans, Marketing Director at Direct Line told us that, “you need a big brand idea to align the whole organisation - including the orchestration of all things digital.” Direct Line wanted to position themselves as “fixers” and so it was this idea which underpinned their entire business endeavour.
3. Create an army of advocates. Nigel Gilbert, Chief Marketing Officer for TSB highlighted that how a customer feels about your brand is largely defined by the values you portray. Values need to be communicated from the very top of the business and fed right down to staff on the ground. Creating brand advocates comes from within. Consumers will want to be associated with your brand if your employees are engaged and emanating those same values.