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