GE Capital Global Holdings LLC NT
GE Capital Global Holdings LLC NT — GE Capital — Access GE Webinar (July 2015)
34 slides from GE Capital Global Holdings LLC NT's conference presentation, July 2015
Slide 1: Designing Marketing Collateral for a Moving Target
Designing Marketing Collateral for a Moving Target developing creative strategies to support a new omni-channel market DIAL-IN (855) 319-8830 : United States 0800910374: France The webinar will begin shortly 08001808316: Germany 018009269147: Mexico 08000323836: United Kingdom 779-232-4678: Internat
Slide 2: Disclaimer
Disclaimer This webcast is for information purposes only and is not intended as an offer, solicitation, or recommendation for the purchase or sale of a financial instrument or to effect a transaction. The information contained within this webcast has been obtained from and is based upon sources beli
Slide 3: Agenda
Agenda Omni-channel marketing and the new customer experience Establishing a cohesive creative strategy that supports the new environment Creating solid visual themes and messages with the omni-channel customer in mind Bringing your strategy alive
Slide 4: Presenters
Presenters Jeff Armstrong, Creative Services Vicky Babcock is Creative Director of Leader for Retail Finance, has over 20 The Studio, a Creative COE within years in communication strategy and Retail Finance. She has extensive design across retail and financial experience leading creative teams in se
Slide 5: Omni-channel quote from Paul Elliott of Publicis Group
Many people still dismiss the concept [of omni-channel] as a buzzword. But within two to three years, this form of retailing, which lets consumers move seamlessly among all retail environments – real and virtual – as if they were one, will be the norm. Paul Elliott of Publicis Group
Slide 6: Omni-channel marketing and the new customer experience
Section 1 Omni-channel marketing and the new customer experience
Slide 7: What is omni-channel?
What is omni-channel? Single channel Multi-channel Omni-channel Omni-channel refers to a customer using a combination of channels on their path to purchase.
Slide 8: Omni-channel examples
Omni-channel examples
Slide 9: The new path to purchase
The new path to purchase 6 Cen J anon aie Lif ¥
Slide 10: Your own experiences?
Your own experiences? • How have your customers’ shopping behaviors changed as a result of new channels? • Is social media a tick in your pro or con column? • Are your employees trained to interact with omni- channel customers? Or do they view it as a threat?
Slide 11: Successful brands speak in a clear and consistent language
Successful brands speak in a clear and consistent language wherever consumers find them. Retailing Today, 2013
Slide 12: Establishing a cohesive creative strategy that supports the new environment
Section 2 Establishing a cohesive creative strategy that supports the new environment
Slide 13: Fundamental changes
Fundamental changes Be fluent in the new customer experience Think ‘bigger picture’ Broaden our skillsets Restructure our teams Collaborate more closely with competitors
Slide 14: It's a new Discovery
It’s a new Discovery Traditional Omni-channel demands + • Business objectives • What is the customer experience? • Audience – demographics • What are the customer • Value proposition touchpoints? • Positioning • How will the customer use each channel? • Brand attributes • What part of the message wi
Slide 15: Your own experiences
Your own experiences • Have the agencies you work with added new skillsets? • Do your agencies understand and embrace your customers’ new shopping experience?
Slide 16: Your customers today expect more
Your customers today expect more. They expect a seamless, consistent experience across all channels. Forbes, 2012
Slide 17: Creating solid visual themes and messages with the omni-channel customer in mind
Section 3 Creating solid visual themes and messages with the omni-channel customer in mind
Slide 18: The new basics of a solid design
The new basics of a solid design Traditional Omni-channel demands + • Strong strategy that • Continuity and consistency supports objectives • Adaptable for additional • Supports the brand pillars executions • Competitive landscape • Do certain channels require • Differentiated and unique specific me
Slide 19: Fashion retailer example
Fashion retailer example* *Spec art, not an actual campaign
Slide 20: Sporting good retailer example
Sporting good retailer example Spec art, not an actual campaign
Slide 21: Online retailer example
Online retailer example Spec art, not an actual campaign
Slide 22: Fashion retailer example
Fashion retailer example Spec art, not an actual campaign
Slide 23: Non-retail example
Non-retail example
Slide 24: Best practice: infographics
Best practice: infographics
Slide 25: Your own experiences
Your own experiences • Do your marketing campaigns really stand apart from your competitors’? • As campaigns change, do the foundations of your brand carry through consistently? • Do your campaigns encourage omni-channel behavior?
Slide 26: Often confused with style, design is about the underlying structure
Often confused with style, design is about the underlying structure of communicating— the idea, not merely the surface qualities. American Institute of Graphic Arts
Slide 27: Bringing your strategy alive
Section 4 Bringing your strategy alive
Slide 28: Bringing your strategy alive
Bringing your strategy alive Traditional Omni-channel demands + • In the past, marketing was • Projects are more complex , straight-forward: dynamic and interactive − You created print − More fluid collateral − Real time − You produced − Customized − You ran it • Customer is part of the • Multiple s
Slide 29: Industry example: Nordstrom
Industry example: Nordstrom
Slide 30: Industry example: Best Buy
Industry example: Best Buy jDisfruta ahora de Reward Zone! Subject: Gana 1 punto por casi cada $1 que gastes en Best Buy y en BestBuy.com/espanol IDEAX EXCHANGE YOUR IDEAS SAVE 10% Best Buy Unboxed DISCUSSION BOARDSY BLOGS v IDEAX College Student Deals for ‘© School College Student Deals for Back To
Slide 31: GE example: Marketing Conference
GE example: Marketing Conference
Slide 32: GE example: Captain Savings
GE example: Captain Savings Spec art, not an actual campaign
Slide 33: Key takeaways
Key takeaways 1 Understand how new channels are changing your customer’s experiences. 2 Share those new customer experiences with those developing your creative strategies and collateral. 3 Continuity and consistency = the only way to thread the omni-channel needle.
Slide 34: Access GE Questions
Access GE Questions Submit a question to host via Q&A on your WebEx screen