razwar: branding in the digital age
DESCRIPTION
Document related to a course given at Vlerick explaining "Branding in the Digital Age" and featuring Raz*War: first on-line grooming brand.TRANSCRIPT
Pierre De Nayer
Vlerick -26/06/2012
We s(h)ave the World!
Branding in the digital
age: need for a new
branding model?
conquest of a
traditional market in a
non-traditional way
basic need
web saavy
GrowthBridge and Raz*War: The Rationale
“People may not remember exactly what you did or what you said, but they
will always remember how you made them feel.”
Delivering Happiness
What Does Zappos sell?
Zappos Core Values
1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and a Little Weirdness
4. Be Adventurous, Creative, and Open-Minded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships With Communication
7. Build a Positive Team and Family Spirit
8. Do More with Less
9. Be Passionate and Determined
10. Be Humble
COMMITTING TO
TRANSPARENCY
“Be real and you have nothing to fear”
Your culture is your brand
Don’t try to be someone you are not
Transcending shoes & service…
– 1999 Selection of products
– 2003 Customer Service
– 2005 Culture and core values as our platform
– 2007 Personal Emotional Connection
– 2009 Delivering Happiness
“That’s great for Zappos but it would never work at my
company…”
Flip the Funnel (Joseph Jaffe)
Why did Growth Bridge focused first on
shaving ? (1/3)
Source: Euromonitor
Price comparison for a typical
“last generation” razor head
(UK)
Source: Main Online, Title “Sharp Practice…”, Sean Poulter
EUR Cartridge of four Each razor head
Manufacturing Cost 0,22 0,06
Packaging 0,09 0,02
Producer Profit Margin 6,95 1,74
Shop Profit Margin 2,1 0,53
VAT 1,97 0,49
Retail price 11,33 2,84
Global toiletries: sector
comparisons
Global Men’s Grooming products
Increasing media attention
Why did Growth Bridge focused first on
shaving ? (2/3)
Why did Growth Bridge focused first on
shaving ? (3/3)
Shaving Market:There was
something to do...
Can David beat Goliath? (Using
Social Media…)
56% Raz*War
(% of statements
expressed with a
positive sentiment)
26% BigRazCo
(% of statements
expressed with a
positive sentiment)
Our Products & Packaging
Lets visit http://www.razwar.com
©2010 Growth Bridge - Confidential
NPS repurchase= 28-39= -11%
NPS recommend= 27- 36 = - 9 %
Listening is key…
“Social R&D”-We adapted our offer
Our Subscriptions-First step towards
SaaS?
“Shaving as a Service”: Towards a new
business model?
Boardofinnovation.com
Authenticity
Humour
Engagement
Our Customers and Ambassadors
Some of our marketing tools…
Relevance
Participate in selected easily leverageable events
European Start Up Rally
Grand Prix Wallon de l’Entrepreneuriat
Grand Prix à l’exportation
Leverage the event the day itself Twitter
Web Interviews
Make others know you are there
Leverage the event in the following days
Produce content
Share all published articles
Give bloggers attention
If needed, identify some opinion leaders
Share info with them
Give exclusivities
New pictures…
Nurture the buzz bubble Trough Twitter interactions
New blog post
Facebook discussion
Excellent customer care & Logistic service
There are no problems, only solutions found the same day by Raz*War team
Zoom on some of our guerilla tactics: The
Spanish Example
Zoom on some of our guerilla tactics:
What to think about Twitter? (1/2)
Zoom on some of our guerilla tactics:
What to think about Twitter? (2/2)
Zoom on some of our guerilla tactics:
What to think about Twitter? TweetReach
Zoom on some of our guerilla tactics:
Providing content regularly (1)
Zoom on some of our guerilla tactics:
Providing content regularly (2)
Zoom on some of our guerilla tactics:
Providing content regularly (3)
Zoom on some of our guerilla tactics: Do
not forget blogs!
Some tools to use…
• Youtube
• Posterous
• Providing information
• Creating a community
• Leverage the community
• Listen to new idea’s –Do
«Social R&D »
• Customer Care
• Listen!
• React!
• Inform about new content
• Inform about promotions (do
not abuse!)
• Customer care
• Vidéo content is king
• Blog Platform
Some key lessons…(We did a lot of
things wrong!)
• Content is key.
• Relevance is key
• Be authentic
• Social marketing
Social R&D
• Think multi-channel
• Listen, Listen,
Listen,
• Provide excellent
customer care
• Do guerrilla...but
smartly
• Be consistent!
• Be patient
• Just Do It!
• Retail...is detail.
Thank You Pierre De Nayer
GrowthBridge
+32 478 554 667