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Psychic Brand Exercise February 12, 2010 February 19, 2010 February 25, 2010
Meeting Purpose Begin to define & differentiate PS and HP • Who are the customers for these services? Describe their personas. • What are the brands’ personality/story/voice? • What is the ultimate brand experience for PS and HP?
Meeting Process To intentionally define and understand the inspirational future state and design backwards from that point
We Are All Experience Producers
Everyday we stage experiences for: Business ◦ ◦ Consumers Employees & co-workers …And their families, friends, neighbors, etc. Etc… Personal ◦ Family ◦ Friends ◦ People you meet Are these experiences memorable or mundane?
The Experience IS The Marketing
The Birthday Party How do you make a birthday party experiential and different for all other birthday celebrations? Experiences Services Goods Commodities
Going Beyond the Experience
The Progression Of Economic Value Transformations Customization Guide Experiences Customization Stage Services Customization Commoditization Deliver Goods Commoditization Make Commodities © 1999 Strategic Horizons LLP Commoditization
The Experience Producer Innovation comes from working backwards from the future, not forward from the past Define the brand experience and engineer everything backwards from it Communicate what’s intended Turn mundane into memorable Establish unique sense of place Begin the customization process Orchestrate events and activities Captivate the customer
Brand Exercise #1: THEME the Experience PS T heme the experience H armonize impressions with positive cues E liminate negative cues M ix in memorabilia E ngage all five senses Theme – Amazing, aha moments • Trustworthy, credible • Authoritative • Authentic • Answer the need for guidance: “I Need” • Compulsive • Greater intimacy/Close Personal Connection The brand the Advisor are what influence the experience the most. The customer relates as to a family. Positive Cues Credibility: leveraging feedback from customers – look what other people have to say • Your Psychic Advisor (She’s wise, experienced, psychic(? ) Reputability: here’s what you pay and this is what you get (counter negative cues of shady dealings) Personable: Open up the lines of communication between psychic, service and customer. We understand your individual needs. Example: Customer’s pet passed away and we hear from the psychic and we send the customer flowers or a card from the advisor and/or service We know how to help you. HP Theme – Entertaining and Empowering • Trustworthy, credible • Friendly, conversational • Impulsive • “I Want” • Mainstream – okay to tell your friends The brand the community are what influences the experience the most---the customer relates as to a social network that includes members and advisors. Positive Cues Your Psychic Friend (She’s smart and savvy, like a blogger or “more successful” version of customer. Sociability: Express self to the group and get feedback • The experience is as personalized as you want to share. • Social Network approach – Am. B, updates, what they’re up to • “Gateway drug” to an even more intimate experience on Psychic Source Example: Customer’s pet passes away and she posts a comment, gets responses from others in the community, including psychics We have the tools to help yourself.
Brand Exercise #2: Brand Personality/Voice Psychic Source Hollywood Psychics Car Cadillac? Toyota Avalon? Nissan Maxima? Prius? VW Bug? Cross-over SUV? Store Bloomingdales Macy’s/Kohl’s/Target Restaurant Upscale chains: PF Chang’s, Cheesecake Factory TGI Fridays, small urban neighborhood finds Food Wegman’s Take Home Meals Sushi/Urban Exercise/Activity Yoga, Pilates Spinning, Cardio TV Network Lifetime The CW Magazine Oprah, Martha Stewart Real Simple Drink Wine (merlot) Cosmo/Martini Animal Cat Dog TV Show Project Runway, The Bachelor Vampire Diaries, True Blood, Gossip Girl, Cheaters Movie Valentines Day, From Paris with Love Twilight Saga, Shutter Island, Sherlock Holmes Emotion Conflicted: holding on, but questioning; Longing, wanting, aspiring, not entirely comfortable, but regrets; emotional and anxious curious, skeptical, independent Entertainment Venues First night gallery openings, networking events, Independent film festivals, urban neighborhood her children’s school/sports events nightspots, meetups Color Sport Warm colors: terra cotta, sage, soft brown, warm beige, soft gold, rose Tennis, golf, figure skating Black/White, Turquoise/Brown, Leaf green/brown, bright splashes of color against white Hiking, Hockey, Baseball, Community teams Closest Cities NYC, San Diego, LA, Dallas, Tampa, Atlanta Vacation Cruise, Caribbean in winter, Vegas, travels with mother, sister Boston, San Francisco, Seattle, Chicago, DC, Portland Getting together with friends who’ve moved far away, or going to weddings in other places
Brand Exercise #3: PS Customer Personas 1. Sally, 38 year old woman, married, single family home, suburban, a bit strapped financially, unfulfilled, she has comprised a great deal for everyone else in her life and she is not who she wants to be; without a large network of people to have intimate discussions about her feelings; conversations are a bit superficial, relationshipfocused, shallow. The marriage is a churn, lost its luster. Has a very small part time job for extra money; it gets her out of the house. She lives far from family, but the neighbors in the cul de sac have become more of a family for her. 2 a. Mar, y 43 year old woman, urban, never married college educated, professional career, “married” to her career, though it’s on autopilot at this point, outwardly confident, but inwardly feels insecure, especially about love. Currently dating a man who’s “separated” but not divorced. Her career sucked the energy out of her 30’s social life, now she is regretting her decisions, and is lightly applying pressure to her dating guy. Gets accused of being a “bitch”-has a hard time trusting, high expectations, consistently picks the wrong men, not comfortable getting in touch with her own vulnerabilities and regrets; uses compulsive exercise at the gym as avoidance strategy. Her own mother nags and tries to micro manager her, and she does the same to people around her, without any clue that she’s acting like her mother, or that she allows herself to get sucked into her own drama. 1. I feel so alone. Everyone demands a piece of me. I try so hard to be a good mother, daughter and wife. But how did I get here? I get sick of the other superficial, catty mothers at school, the huge wall that’s grown up between myself and my husband, whom I suspect of having an affair. with a younger woman. (If I catch him, I’ll kill him!) I feel stuck, trapped in this world that is not what I want it to be. It’s not my fault! Sometimes I just want to lock myself in a room for 5 minutes and scream! 2. I’ve worked hard all my life to prove myself; I’ve made it this far and I’m good at the game. Men always turn out to be using me – they’re attracted to my success and independence, and then turn out to be weak, immature, or something other than what they represented themselves to be. How do I find someone I can trust, (who’s strong enough to take care of me? ) How can I change the man I’m with? How do I keep from becoming my mother? I look like I’ve got it all together, but inwardly, I’m lonely. 3. How did I get to be this old? I don’t feel 54! I need excitement in my life…grandchildren, a vacation, a husband who is more interesting – and interested in me. I wish I were 25 lbs lighter but at my age I can’t take the weight off. I should be happy, but I feel empty, restless, in search of meaning. 2 b Lisa, She is 47, attorney, recently separated, no time for social life. She looks like she has it all together at work, but she has a large void on the inside. Life is a churn, comes home from work late, drinks a glass of wine, watches the highlights on ESPN with the cat perched next to her on the sofa, she falls asleep on the sofa, wakes up at 3 am and quietly patters off to bed. She is up at 5 am to do Pilates, then it’s in the office at 7: 30, where she will repeat the same 14 hour day. She is stuck and driven by the possibilities of becoming partner. 3. Debbie, 54 year old woman, married, grown children, but her kids don’t quite have the life she imagined for them. She’s looking for meaning, something that is missing, but wants a solution. She doesn’t have a job. Lives a comfortable lifestyle. Tries the latest health trends – acai berry tea or infomercial supplements, goes occasionally to yoga and lunch with the girls, or curves, gets her acrylic nails done regularly, and gets home in time for TV and snacks before her husband comes home. She’s a bit secretive of how she spends money and what she shares with him. May be a little anxious about aging, may be a little lonely, may be a little bored with her relationship, looking forward to grandchildren but not necessarily to being a grandmother.
Brand Exercise #3: HP Customer Personas Charla, 25 year old woman, dating, working, lives at home, her life still has a quality of high drama - gossip, hookups, betrayals. Parties hard, lots of one night stands, uses sex for acceptance. Bright, but a bit lazy, didn’t go to college…worked for a couple years and then started part time trade school to become a “tech”—starts and stops classes, depending on her finances. Her friends are tired of setting her up because it usually ends in drama. She’s having a hard time figuring out what she wants in life. Works retail job or bartending job, part time, no insurance. She smokes, drinks, has an edge. She follows her heart and instincts, which aren’t always very good. Katie, 29 year old woman, graduated from beauty school or nursing school (LPN). Seeing friends getting married, going to lots of weddings and baby showers, but is either not in a serious marriage-worthy relationship or is assessing the future prospects for her relationship; she sees 30 coming and has a timeline. Lives with a friend, has a steady routine, lives a bit vicariously through her friends, wants a better life but could be at risk for not progressing to the next level. She is driven, but the boyfriend is not nearly as ambitious, and keeps her back. Amy, 34 year old woman, married with a young family, children in preschool now. College grad who had a job, but is now staying at home while the kids are still young. Looking at her life, it’s all about laundry and homework and multitasking now. She’s a bit of a hip nerdy type; she’s good with computers, plays online games. There are gaps in her day. She’s a bit bored and unfulfilled. She struggles with communication with her husband now, who finds it hard to relate to her anymore. I’m not sure what I want to do with my life. I don’t really like my job, but haven’t figured out what I’d rather be doing…dreaming of Mr. Right, I guess. Of yeah, I’ve started school for medical records tech, but I had to take time off. I live at home but don’t spend much time there—my mother’s boyfriend drives me crazy—he moved out of his trailer and just sits around the house all day. The last guy I was with cheated on me with my best friend so he’s history. I’d like to find someone, but I don’t take shit from anyone, so what am I supposed to do? I want a better life for myself, and I’m trying really hard. I like my job. I have really good friends. I’ve been seeing my boyfriend for a year; we’re thinking of moving in together. I’m not sure he’s The One. He’s handsome and romantic and all, but he has a problem with anger that freaks me out a bit. He can be really possessive. All my friends are getting married; I’m not in any hurry, but I expect to be married before I’m say 32, because I’d like to be married one year before having a baby, and I want to have 2 kids 2 years apart by the time I’m 35. Will he propose soon? You hear of someone who’s not living up to their full potential? That’s me. I’m just not sure what I should do about it. I have good kids; they keep me really busy, and I’m busier now than I ever was at work. Fortunately, now that they’re in school I have a little more time for myself. Not that I know what to do with it. Did you know there a hundred ways to advance in Farmville (LOL). Actually, I’m kind of bored…I’m not sure what happened.
Locating Customer Personas within the Competitive Landscape
What do we need to do to win from a Brand Perspective? Ask. Now Psychics. com CA Psychics Celebrity Psychic Power Keen/Vision Works Add content Add IM Improve UX Add paid email Add interactivity Add inbound links Add Content, inbound links IM and graphics are a threat Add inbound links Add content Superior UX and traffic/scale is a threat Low pricing is a threat Add content, forums Low pricing is a threat Graphics are a threat Traffic/scale is a threat
Brand Exercise #4: Create a Tagline Summarize the key brand message into a short tagline ◦ PS: ◦ HP: üDeliver the message clearly üConfirm credibility üConnect with customers emotionally üMotivate her to buy üPromote Loyalty
Appendix Brand Overview Info Competitive Landscape Info
Brand Platform if managed properly, Brands create value and influence. Brand Vision – The brand's guiding insight into its world. Brand Mission – How the brand will act on its insight. Brand Values – The code by which the brand lives. The brand values act as a benchmark to measure behaviors and performance. Brand Personality – The brand's personality traits Brand Tone of Voice – How the brand speaks to its audiences. Brand Positioning – The distinctive position that a brand adopts in its competitive environment to ensure that individuals in its target market can tell the brand apart from others. Positioning involves the careful manipulation of every element of the marketing mix. Brand Strategy - The brand strategy should influence the total operation of a business to ensure consistent brand behaviors and brand experiences.
Brand Attributes Brand Experience – How the brand interacts with people and how people interact with the brand. Strong brands arise from consistent experiences which combine to form a clear, differentiated overall brand experience. Must be authentic. Brand Associations – The feelings, beliefs and knowledge that consumers (customers) have about brands. These associations are derived as a result of experiences and must be consistent with the brand positioning and the basis of differentiation. Brand Identity – The outward expression of the brand, including its name and visual appearance. The brand's identity is its fundamental means of consumer recognition and symbolizes the brand's differentiation from competitors. Brand Essence – Rooted in consumer need. It is the brand's promise expressed in the simplest, most single-minded terms. For example, Volvo = safety; AA = Fourth Emergency Service. Brand Image – The customer's visual and visceral view of the brand. Brand Personality - The attribution of human personality traits (seriousness, warmth, imagination, etc. ) to a brand as a way to achieve differentiation.
Short & Long Term Opportunities Creative Identity: evolve logo and develop tagline Consider creating an HP Avatar to represent the brand provide tone to images and content *Design is a key element of the brand. Bright palate, artful illustrations and photos of target audience in both site design and marketing materials (incl email). 1. Artful, graphic look, collage mix of graphics, fonts—very polyvore. com 2. Classic font paired with a handwriting font style—feels familiar, interactive *UI clean, bold, intuitive. Follow “Read below to determine whether the man you have in mind is one you want to leash up with or leave behind in a cage…” *Copy style: Accessible, hip, “We can assure you, this kind of emotional baggage isn’t specific to Portland; it’s a nationwide epidemic that tends to afflict post -college guys… online usability conventions for placement and interface. sassy Downloadable wallpaper to desktop and i. Phone Facebook, like nuclear technology, is a tool that can be used for good as well as evil. And there are clearly some people who lack the ability (or desire) to use either responsibly.
Short & Long Term Opportunities Functionality and UX *Sharing: Tell-A Friend, Share This, FB Connect, comment on blog posts, interactive polls, share/post/print option on articles A “Try before you buy” model that provides a low barrier entry to service delivery (5 min free phone, x word free email, sample IM reading, Short versions of astroreports with upsell to full versions Member forum: users who create accts can share information about themselves, contribute UGC and interact with other members Navigation and Merchandising: Simple and Parametric Search, Sorting, Recently viewed, Upsell/Cross sell/Replacement, Save to Favorites, Featured Psychic, Personalized Messaging, Content, Detailed ratings and reviews. Top Pick Good application of content to relationships and social networking Clean, intuitive UX
Short & Long Term Opportunities Access *Service Delivery via telephone, email, IM Video Consultations *RSS : allow users to subscribe to a content feed Email Newsletter: provide subscription options for daily, weekly and monthly content updates, sales and specials *Mobile: optimize for mobile viewing *SMS Alerts, Text 2 buy i. Phone app
Short & Long Term Opportunities Content Balance of editorial content and UGC, incl. video *Astrology: Daily horoscopes, 2010 horoscope, celebrity match me Content should be: Instructive: here’s how to DIY Editorial: smart, irreverent tone Engaging: encourage commentary *Psychic service CTA (with mini psychic directories by specialty, fully integrated into content). For example, dream interpretation articles and tools should be paired with psychic specialists in dreams. *Organize the content differently on PS and HP: for example, for PS, maintain the divination hierarchy, while in HP, develop a topic hierarchy that weaves in the methods of divination Top Pick Content categories, delivery options and articles are on topic and on-demo, with integration/upsell into the psychic service