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FANS IN THE MAKING
How Halti can become relevant for international customers and win share against larger brands
December 2015
Pekka Haverinen linkedin.com/in/pekkahaverinen
Photo: X-Over Ride
WHY DOES HALTI EXIST?
WHAT DIFFERENCE DOES HALTI MAKE FOR CUSTOMERS?
FIND A STORY WORTH TELLING
Patagonia grew out of a passion for nature. Peak Performance founders were missing simple but beautiful skiing gear. Fans identify with this
purpose and recruit others.
Not everybody can be Patagonia or Peak, but every company needs a customer-centric reason to exist beyond functional values or profit.
What higher purpose can Halti customers identify with?
OFFER UNIQUE VALUE
What really constitutes value for Halti customers in daily use? What value can Halti realistically
provide better than anybody else?
Customers will be happy to help in co-creation. Build the value proposition consistently into
products, design and marketing. Nail it before extending to all-year
collections.
Examples on next page.
Photo: ultramarathonman.comPhoto: outdoorresearch.com
Halti gear is designed with pro athletes for all athletes. In the Halti world, anybody who steps out into nature
deserves to feel like a pro.
Halti is designed in the toughest conditions in Europe. Halti keeps you warm in storm, sleet or snow.
Halti gear is designed to keep you comfortable and looking smart in multiple sports and daily life in between:
when you press hard, and when you take it easy.
Halti gear is made to survive the everyday extreme: heavy bags, sharp keys, spilled drinks, sled rides,
365 days a year.
Halti gear is designed with clever details that make life easy: reinforced pockets, grippy zippers, reflectors in the right places to make you shine during long winter nights.
PERFORMANCE
ASPIRATION
VERSATILITY
DURABILITY
DELIGHT
Photo: Norröna
I SEE YOUNorröna fans are visible from a mile away
in European resorts. Unique colour combinations worn by the best skiers on the mountain are invaluable marketing.
What iconic design identity can turn Halti gear into viral products and help
Halti stand out in retail?
SYMBOLSSimple visual cues can make Halti fandom
visible to others.
Seeing other "people like me" using a brand drives purchases better
than word of mouth or advertising*. Seeing is believing.
How can others see that I’m wearing Halti?
*What Really Makes Customers Buy a Product, by Hugh N. Wilson, Emma K. Macdonald, and Shane Baxendale. Harvard Business Review, November 09, 2015. https://bit.ly/20Hsa2e
"BUT FINNS WANT BLACK AND BLAND"
80% of customers buy black, white and grey. But what
happens in retail if you don’t offer standout design?
The customer never walks toward the stand, never tries the product, never reads the tags. Demand drops not by
20%, but 40%.
This first moment of truth takes less than 1 second.
Photo: Fjällräven
YOUR FREE UNDERUSED
MEDIAWhen the customer is reading product
tags, you have his uninterrupted attention. He chose to read the tags. He wants information to help him decide.
Compare these tags on Halti and Tierra pants. Which is more engaging
at the moment of truth?
DIALOGUE, NOT MONOLOGUE
You don’t need to be big to inspire loyalty and create a community of fans.
How does Halti inspire customer contributions? How are Halti customer comments visible to others? How do customers know Halti is listening?
COMMENTSI can sort by popularity, but
where are the reviews? What’s the satisfaction rating of
each product? What’s the most loved product?
SHOW MEHow do Halti pros work with
Halti? Are they more than faces for marketing? How did they contribute to Halti products?
How can I be a Halti ambassador?
Recommendations
BIG IMPACT WITH SMALL BUDGETPURPOSE
Define what difference Halti makes for customers, and what relevant value-in-use Halti can provide better than any other brand. Play it back to customers in design and
marketing. Only extend Halti brand to all-year collections after doing this for the core range.
TOUCHPOINTSSketch out every customer touchpoint of the Halti brand, from online down to product tags in
retail. Ensure Halti value proposition is delivered consistently.
DIALOGUEEngage customers in a dialogue. Measure customer satisfaction or NPS.
Make ratings and comments visible. Respond to comments. Publish stories on how you have involved customers in product development.
Recommendations
BIG IMPACT WITH SMALL BUDGETPURPOSE
Define why Halti exists and what value Halti offers to customers. Play it back to customers. Make it recognisable from a distance.
TOUCHPOINTSAdd content about Halti value proposition, technology and community to
touchpoints where customers willingly spend time, like retail product tags.
DIALOGUEMake NPS or satisfaction ratings and customer comments visible.
Respond to comments. Publish stories on how Halti has taken customer input into product development.
Thank you
Pekka Haverinen linkedin.com/in/pekkahaverinen