Promote you Self-servicePortal to perfectionRon van Haasteren
Ron van Haasteren
International MarketerProduct Owner at Communications
Former Consultant
Marketing for dummiesMarketing 101
Marketing 101
Marketing is: everything a company does to improvethe sales of their product and/or services.
Marketing 101
Marketing is: everything a company does to improvethe sales of their product and/or services.
Marketing is: everything departments do to improvethe use of the Self-service portal.
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating campaigns
Step 5: Keeping the customer
Let’s take an example
A great example
BBC
B B C
· Brilliant Bag Carrier
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating campaigns
Step 5: Keeping the customer
Have a clear target
Within a week, everyone in Denmark is using the BBC.
Have a clear target
Within a week, everyone in the UK is using the BBC.
Within six months, 50 percent of bag carriers inDenmark are using the BBC.
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
What is the market?
· People who shop a lot
· People who go food shopping
· People who have money to spend
· People aged between 25 and 60
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
Who are in the market?
Create your personas.
Annabel
· Shopaholic
· Lives in the shopping centre
· Carries on average 9 bags every Saturday
Claire
· Single mum
· Going food shopping is tough enough for her
· Meets lot of like-minded women at herchildrens’ school
Malcolm
· Loves his wife big time
· Prefers to spend Saturday on the couch
drinking beer
· Gets dragged to the high street quite
often
· Carries her bags out of love
Jacob
· Hipster
· Carries only recycled bags
· May be in pain, but you won’t see
it due to his beard
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
Create campaigns
· Plural!
· One poster is not enough
· Four personas = at least four types of campaigns
Brand awareness
· BBC – blimp
· BBC – big band
Annabel
· Shopping centres
· Fancy look and feel
· Muscled men could carry her bags for
15 minutes after purchasing the BBC
· #BBC #NoFilter #PainGoAway
Claire
· Promotion at the playground
· Reward Claire for recommending the BBC
· Discount at supermarkets
Malcolm
· Approach him with relatable people
· Located near department stores
· Keep it plain and simple
Jacob
· At the barber
· Eco-friendly commercials
· Creating a statement
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
Retainment
Plan
DoCheck
Act
But now…The Self-service Portal
What are the similarities?
· Good idea
· New or renewed
Self-Service Portal
· Service Catalogue
· You can be a bit creative...
Marketing 101
Marketing is: everything a company does to improvethe sales of their product and/or services.
Marketing is: everything departments do to improvethe use of the Self-Service Portal (SSP).
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
Have a clear target
100 percent of calls are logged via the Self-ServicePortal.
Have a clear target
100 percent of calls are logged via the Self-ServicePortal.
Within 6 months, the amount of calls logged throughthe Self-Service Portal increases by 20 percent.
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
What is the market?
· All departments
· Working employees/colleagues
· Support mechanism for the organisation’s primarypurpose
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
Personas
· Who are your Annabel, Claire, Malcolm and Jacobs?
Anita
· The person who knows everything
· An influencer
· A good ambassador
Mike
· Doesn’t like change
· A silent protester
· Seldom leaves his desk
Chris
· On the road a lot
· Doesn’t care about changes
· Lack of motivation for the SSP
Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campacs
Step 5: Keeping the customer
Brand Awareness
· Name is important:
· Self-service portal
· TOPdesk
Brand Awareness
· Real-life example: FIX
Before During Go live Afterwards
Before
· Changes, resistance
Before During Go live Afterwards
During
· Feedback group
· Testing, controlling, adjusting
Before During Go live Afterwards
Go live
· Big gathering
· Posters
· Cake
· Leaflet/desk triangles
Less obvious promotions
Marketing 101
Step 1: Clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Create Campaigns
Step 5: Keeping the customer
Before During Go live Afterwards
Keeping the customer
Plan
DoCheck
Act
And then …
· Staying alive
· Monitoring
· Improving
· Drop-in sessions
The TOPdesk Champion
· Ensuring the SSP is ‘fit for purpose’
· Innovation
· Up-to-date
· Communication
Conclusion
· Self-service portal needs to be sold
· Make your market visible
· Different communication channels for differentpersonas
· Involve people with the development
· Assign a TOPdesk Self-Service Portal champion
Questions?
View this presentation onlinewww.slideshare.net/TOPdesk