Theory adapted to reach results

In a previous post I presented a NABC analysis on the trendy fitness customer. The results of that analysis are based on some results from mine and our previous field visits and a 4P's analysis on the targetet customer segment. This particular segment is derived form the trendy young adult group we had earlier. We wanted to specify our segments even further to get even more targeted solutions, to activate a whole possible customer segment and to find a niche which was not yet exploited. We looked at the tribal theory and looked att young trendy tribes in the local area. A big trend that creates tribes is fitness and we decided to focus on that. We wanted to determine specific charachteristics for the tribe and furthermore maybe find some tribal leaders to target and then get the rest of the tribe to follow.
The NABC analysis looks at the needs, approaches, benefits and competition of the matter in quesiton. This can be adapted to nearly anything form business ideas, to products, to customers. I used it on latest in this case.
As a base I used the basic marketing theory of the 4P's: Product, Price, Place, Promotion. By looking at these four aspects regarding the researched customer segment I could determine some charachteristics. These results are useful as we see what needs to be done to attract the new possible customers, but also to see what they have in common with the exisitng customers and what possible charachteristics could clash and drive away either customer group.
// Otto

Field visits and Interviews

I used these tools, field visits and interviews, to determine our previously created target groups. We wanted to know whether our assumptions of the groups were correct or incorrect. We also wanted to know which groups would be the most important to target.

Field visits are superb tools as researches see customers in the correct context. This helps build knowledge of customer behaviour on the customers' terms. In other research tools the study is often dictated and no spontaneous behaviour or unanticipated action is allowed. The key in field visits is to adapt to the situation and observe, then further inquiries about the observed behaviour can be conducted.

Out own interview questions were with emphasis on depth and to discover the underlying motives of customer behaviour. With further "why" kind of questions we could find out reasons to customers' behaviours without leading them to answers or without them making up answers on the go.

By combining these two tools we planned to reach results. This was in fact reached and the tools worked splendidly. We actually got some unexpected results and had to adjust our customer groups accordingly. We also started to segment the groups even more strictly as we took in additional theories (mostly about tribes) but also due to results gained in these researches. One of the most important results was that we realized which groups to focus on as we due to the field visits noticed that the already loyal customers are truly loyal and do not need attention.

// Otto

Like a Virgin secrets they won't teach you at business school

"Like a Virgin secrets they won't teach you at business school" written by Richard Branson.


Richard Branson in this book answer about the most popular questions asked by the peoples around the world. How he can create his diferents companies and  how you can achieve the recipe's successful. Richand Branson explain with his several experiences of companies'creation what is the important tools not explained in order to realize many benefits and to make durable the company.

 For the second and last camp, I took the choice to borrow this book because I want in the few years create my company and I wanted to know how did he get there. I'm almost finish this book and I am not disappointed by my choose. I advice everyone to read this book because it is so interesting if you want to start a business and to know the opinion about several topics likes the global financial crisis, the business school... one of the most influencial and famous entrepreneur in the world.

Aymeric

Sex and something about different styles in marketing

When reading Martin Lindström's book called Buyology, anatomy of buying, I came accross a Calvin Klein story about using sex in adverstising. They have a quite long history of using wellknown persons in their adds, such as Brooke Shields in 1980. Since that they have step by step increased the visual presence and activity in below styled marketing. Sometimes for example in USA market their adds were very strong with clues & flirtins about sex, the marketing was at times too much for the more conservative customers. As examples of their pics are on the left classical photo with Eva Mendes and on the right more controversial add from them. Personally I find this type of marketing both feeling wise and emotionally intriguing, but for some people it surely is too much. Inspite of personal differencies in reactions and opinions, these sexy adds had a strong influence in creating sexy, publicly discussed and most of all well known image that is part of Calvin Klein still today. Their sales boosted at the beginning and soon everyone had an opinion about them. Also as a brand Calvin Klein became first of all known for trendiness, success, sex, fashion and good physically looks in general. In my opinion they succeeded well with their boldness, had a nerve and courage to build their brand image as it is. Jeans market was sensing to their story and customer needs satisfied.

Sometimes the normal, but a bit controversial and familiar, like safe and secure add can also work well in marketing, as we feel similarities to the typical quite normal looking persons, that we kind of very often are. Normal inspite of our particular and bought styles, which are at time artificial and cosmetics build looks. It's not always easy to find dept in styles, but there are differencies of course. We are in many ways individuals and at least somehow want to been seen as very unique persons and we mix styles to get that wanted uniqueness. But back to the point: This Mihail pic is not physically sexy, at least not to my knowledge and my cultural point of view, but power and wealth feeling can be sensed and some see that sexy. Sex and power related marketing can be used effective and it shows in a way deeper sensing and connection building marketing. Pic in my opinion shows focus, privacy, achieved isolation and that much wanted and accessible uniqueness and privacy at the same time. It depends on the brand and customer needs, how they meet. Like this below Mihail Gorbatsov sitting next to classical Louis Vuitton bag in classical looking vehicle suits well to the brand image and even surpasses it power and position wise. Eventhough using Madonna and sex also will work well with their brand. Their brand image, logo and style are very strong and much copied.
I look at the pic and think what emotions it raises. I believe that life is very much about been open, talkative, free, future and change oriented, I feel connection to Louis Vuitton style in that sense and think that they have succeeded to use Mihail Gorbatsov persona and history well. Achieving to continue their story, to attract men, build connection points and they went to so called to fish new markets like Blue Ocean Strategy show. But of course this all need effort, planning and working out. LV is good example about many styles that can be mixed and how story can be build around power of many, to power of difference also.

So it's not just sex and bold pictures that matters, but for example those genuine things and calming feelings to peace seekers, visuality to visual persons, relaxed and happy moments to many of us. As a summary picking the right ones of all those many things what matter most to us and to the target groups. Learning what gets our brains react. To build a buying feeling, for some even the less effort is enough, but some persons need more push and/or pulls before they are ready to act and buy either a product or service. But too many constant and continuing stimulus can distracts and stress us. Link positive things. Let the negative ideas and things go away or use them to unite, it could also work out.

ECO ERGO SUM
Personally I believe that aspiration towards more tranquil feelings and harmony in our surroundings with nature as a lifelong movie star of our play will be one of the future trends. This trend is closely connected to slowing down, ecologiness and idealism. To draw a connection lines to W project, the locality and traditions are good ways, that many groups have developed and used to link this trend. This in my opinion builds proactive role to future consumers. It's also modern collective team work.

Let's head on towards future and create our own path without cutting all those green trees down. Saki

Mosaic of notes from the learning trip

Visual table summary of intuitive way of organizing some notes and materials during studies. Saki

Christmas FlashMob

Bonjour,

It is gonna be different, it is gonna be red and white, it is gonna be cosy and familiar -> Christmas FlashMob.

To succeed, we need to involved people, making them motivate.

How can we do that?

- Involved them, for instance teaching them the dance
- Create something unique -> Christmas FlashMob is not usual
- Bring people smiling, smile is contagious and give you envy to participate
- Doing an event well organized
- Keep the social networks updated
- Help people if they have question
- Offer some gifts for people who participate
- Convince our friends
- Give a feedback after the event -> Prepare a good video and put it on social medias.

If the FlashMob works good, people will share it because they will be proud of that.

Even if we have new team, I count on my last team to be united and promote this event.
Now we can not go back, we are on our way and we need to do it well.

#KeepSmiling #KeepMotivating #KeepLearning #KeepCreating #LeanInno #WorkInProgress

Au revoir

Thomas

Summarising W personnel motivation plan to increase and make better customer service spirit

When we feel confident and positive, we very often show and spread good energy to our surroundings. This is very important when working in customer service and sales environment such as department store is. Book that I read (Yhdessä menestymisen taito -Art of succeeding together by Kari Helin) give some ideas for example about motivating, planning things together and how important is constructive feedback. As a summary I feel that there are more things to think about and book motivated me well to learn more :)

Here ideas, that keeps coming up, the list is not complete, it has evolved during the course, it can be a guideline where the store can focus. They are also some of the main elements that customers appreciate according to our findings:

- Warmth during all phases and processes inside and outside the department store
- Customers expect smile, friendliness and happiness from all personnel
- Fulfilling a customers need under one roof is one of department stores essential reasons
- Create a long lasting good memory and build a bond to customers
- Professionalism, product knowledge and good customer service skills

What to do better?
- Dedication to serve better
- More smile and 100 % attendance to customers
- Exceed customers expectations
- More active personnel and happy selling
- More inspiring and even better working environment

STRENGTH COMES FROM OUR DIFFERENCE AND TEAM WORK

How to motivate?
- Find out motivation factors inside personnel
- Use DISC analyses to learn to work better in the team and find best suited positions for each, to teach people to understand their differencies in order to build better performance from mixing different personalities
- Use rewarding and reward people always honestly and fairly
- Management is an example that all personnel will follow, power of good and bad examples!
- Regular training and motivation hours organized inside the personnel to build team spirit also

These will help our lifes so that it is not like this, at least not towards customers ;)

But more like this to build strength and unity :)

Saki