On the occasion of Marketing Remix Samoa Email List Amazon Advertising, BlaBlaCar and the electric bike brand Cowboy shared their best practices for managing their customer relationship well: by strengthening trust in the brand, by highlighting the culture of business and connecting with its consumers.Feedback on the interventions of Stéphane Grenier, Managing Director of Amazon Advertising, Verena Butt d’Espous, VP Communications at BlaBlaCar, and Tanguy Goretti, founder of Cowboy, as part of the Marketing Remix morning conference organized by Viuz, Thursday 5 November, on the theme of Reconnection (s).How to build a brand through customer relations, according to Amazon AdvertisingThe observation of Stéphane Grenier, Managing Director of Amazon Advertising, is clear: companies must adapt to a changing world. “ Everywhere, dining rooms have become classrooms, living rooms have become home offices and kitchens, bakeries.
If we look at the traffic of the 100 most searched keywords on the site on Amazon, it went from 3% to 13% last March and then fell to 5%, with categories that remained very relevant and very high demand. , such as office supplies, computer monitors, cameras, or professional microphones”. Faced with this new normal, consumers are adapting their behavior. They seek comfort, tranquility and connection with their family, friends, but also with the brands they choose to follow and trust. Brands thus have an important role to play, by communicating about their activities to their customers.To meet the needs of consumers in this context, Stéphane Grenier recommends being agile, “ meeting customers where they are ”. Brands need to know their audience well to create lasting relationships. ” We found that by using insights and audiences based on not demographic but behavioral data, campaign performance and brand awareness increased by an average of 44% .”
How to build a brand through customer relations, according to Amazon Advertising
The price or description of the products is no longer sufficient for customers to choose a brand. Confidence in it is now one of the most important criteria in the act of purchasing, along with value for money and ease of payment, according to a recent study by KPMG. “Consumers plan to continue buying a brand if they have confidence and if the brand offers them a real customer experience , ”emphasizes Stéphane Grenier. For brands, this mainly involves creating shopping experiences in an environment that is trusted and known to customers.The corporate culture at the service of employees and customers, seen by BlaBlaCar
“ To best meet the needs of our members, we have to be the most demanding member, which means that we use our service, that we are members of our own community. We are as close as possible to the experience by being a user ourselves», Analyzes Verena Butt of Espous, VP Communications at BlaBlaCar. For the carpooling and long-distance bus platform, the corporate culture is indeed what unites the teams and stakeholders around a common project. The brand therefore needs founding myths, which must be explicit, embodied, ritualized and alive, in order to engage the teams with a strong power of engagement. Company values must be put into actionable and memorable form, and communicated very frequently.Be the member : the company considers its customers as members of a community, they co-create the experience through the platform that connects them,
Be lean, go far : a startup DNA and a company that must maintain its agility to continue to grow quickly in sustainable growth and over time,
The corporate culture at the service of employees and customers, seen by BlaBlaCar
Share more, learn more : a culture which encourages the sharing of information and which allows to learn from its employees, while conveying the values of respect and humility, Dream, decide, deliver : the company encourages innovation, decision-making through a horizontal organization while implementing the means of its ambitions, Fail, learn, succeed : if the goal remains the success of the company, risk taking implies failure, which is part of the process and its learning will allow employees to bounce back by sharing their experience. The founders and members of the company embody these different principles. For example, all the carpools carried out by employees are reimbursed to them, even as part of a personal journey, from the moment they return with feedback and areas for improvement to be put in place within the company. the company.
A good third of the BlaBlaCar team is today a brand ambassador, that is to say the highest level of use. We encourage the use of our service in a very concrete way , ”adds Verena Butt from Espous. Building a brand by connecting with consumers, the example of Cowboy With over 95% of bikes sold online, consumers do not have the opportunity to test the product before purchase. This is not a problem for the e-bike brand Cowboy, which manages to maintain its customer relationship even after the act of sale. Customers remain very engaged with the product: over 75% of them continue to use it even after 12 months, over 65% two years after purchasing it. “ From the start, we were convinced that in addition to having a product up to the task, 50% of the success would come from the customer experience ,” says Tanguy Goretti, founder of Cowboy.
