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Key goals

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Below I posted screenshots of the important information that will become a base for developing Bottega’s CSR campaign. Also there are some information which is just important for me to know  about the industry state overall but rather  hard to tie to the research aims.

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UN sustainable development goals is learning objectives  guide on  sustainability and good ethical practices throughout 15  Different sectors of peoples life - such as food, health, economics, government, production, law, racial and gender Equality and others. I was extremely pleased to read this document and I must say it even made me some what overly emotional  and excited. For many years I have been thinking about  current education systems in US, UK and Russia ( places where I studied ) and I always was heartbroken with the fact that far not every school implements practices and even an understanding of sustainability and current environmental issues.  I am happy to see more and more universities choose to educate  sustainability but still not school in Russia. As a shocking truth we never had a discussion about racial and gender equality, or about how to recycle trash. There is just so much my Russian school taught me but less then 30% if this information turned out to be useful in my future. The UN sustainable development goals  is the parts of the education system I have noticed being absent bit extremely crustal part of education for the younger genera. This document makes me excited to be a part of the future and I completely   Agree with UN    that’s school and universities  are  the right place to   advocate sustainable-ethical practices. I can see a positive change in kids minds already! Few days ago I saw a mother with a daughter walking on the street. At some point mother decides to throw away an empty bottle she was holding in her hand in the normal trash bean and then her daughter asked her - ‘’shouldn’t it be recycled?"we need to educate kids on sustainability from early ages so it will become a part of their behavioural habbits .

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Radical honesty as a brand trust increase strategy 

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Radical honesty as a brand trust increase strategy 

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I have read an article discussing what does current gen-z and millennial customer expects from the brand product lines. As over 52% of millennials and 48% of Gen-z  want to know and prefers to do a research over the product they purchase - the origins of the material, productions factory details, supply chain  sustainability and so on. A lot of brand had been responding to this demand by providing honest information on their brand and product. Reading the article I found a lot of ideas for my CSR campaign but I also found myself doubting customers ability to  rightly see the information provided by the brand. Even though more and  more customers become aware about ethical-sustainable issues in the Fashion-industry , only small percent of the consumer have actually enough information and understanding of the actual industry to see the  Sustainable improvement and practices of the brand without being bias. Customers do not know the business- operating side of the brand and do not really think or know on how each of the sustainable-ethical goals actually effect the brand financially . Therefore I can see that in some ways the radical honesty strategy might clean an opposite effect on the customer rather then created a trustful relationship.
Conclusion is that there is no point of the commercial brand to use a radical transparency strategy as it won’t be fully understood and might create even more doubts of the brand. In my opinion brands should adopt this strategy and implement it into the marketing in a more pop-style. Language needs to be more simpler, the details are important if they are actually making customer see the brands good deeds  rather then rising more questions.
But if looking at less commercial brands - the radical transparency strategy might work out better especially if sustainability and high ethical  standards of the brand are implemented as a part of brands identity, goals and visions from the start.

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Hello my dear, add one column for Reflective Journal... please, read all my mails from Sunday... I was trying to give some suggestions on how to arrange the material on Padlet. Please, let me know once opened my mails. thanks! Sennait

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Reflecting on the work that I have done on the first week- I felt very satisfied with what I have done, and I did not feel stressed and was extremely happy I started assessment so early. Perhaps I will finish my assessment on time for Black Friday hehe :) too much coffee though - learned that I really should not make a 1,5 litre homemade cold brew because later it’s impossible to stop drinking it until it’s all gone. Cold brew was my study partner all first week but I am taking a break now 🧟‍♀️

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The funniest part of my first week of research was analysing social media activity and followers feedback via comments on Facebook and Instagram. Turns out Bottega’s new  s/s 20 campaign seem to not fall in favour of the existing Bottega’s customers and overall followers of the brands  social media. For some yet unexplainable reason Bottega marketing team decided to introduce the new collection  through a three bizarre objects wrapped in golden wrapper. It was  a shoe, a bag and another third object that have not had a shape of a particular object but on Facebook was referred to as "two severed hands  doing a metal sign wrapped up nicely for Xmas by Stato Bizley. Below are the screenshots of the funnies comments about the "Golden campaign" from brand’s Facebook page.

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My next step was to create a mind map of the ideas around company’s new CSR. I based my brainstorming ideas on the famous sustainability campaigns from previous years such as Patagonia -don’t buy this jacket campaign , Hermes leather reusing strategy ,  H&M conscious collection that had an opened information on origins of production and sourcing. Here is a screenshot of the outcome.

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My plan for the next few weeks

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First week I spent doing the basic market and social media research around the brand.

Every time I start a new research I always find myself on the brand’s Instagram page firstly as it always gives me quite a clear view of the current fashion direction, marketing strategy, social media activity, digital customer profile.  Here is the first few screenshots I took for this Assessment from Bottega Venetta’s Instagram.  After looking at all brands social media account I made several conclusions that are reflected in the notes.

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By the second day of my research I felt in love with New Bottega by Daniel lee ! It took me one day. I feel like it will be one of the most popular brands by 2023.

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Bottega Veneta | Spring Summer 2020 | Full Show

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I need to say that I always search for a challenge so by the end of day first I chose to do Bottega Veneta. Fresh  ideas started to appear in my mind pretty much instantly.

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First I was not too happy about the brand selection as I did not really relate to any of them except Bottega but that one seemed  even harder to create  a CSR campaign for, as it is mainly famous for its high quality, luxury leather goods - shoes and bags.

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Having a friend in the grade above me in fashion-business, I knew what to expect from this semesters assessment. I was advised to really start researching and collecting information for this project from day one. So I did. I opened the assessment guide few days before I had  the first class to just have a glimpse in what brands will we be able to choose from.

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As part of my secondary research, I have listed for a panel discussion about Daniel’s Lee first collection for Bottega Veneta (a/w 19)
Here are important information I took out of the talk.

The designs are- punchy and almost futuristic, modern yet giving a nod to the past, Very architectural and reflecting   on the Bottega’s past with Thomas Maier.
The collection has a warrior aesthetic looking back at one of Daniel’s earliest collections called - “wardrobe for warriors of the wasteland
The shoes are brutal yet feminine
Famous intro chatter has always been the logo of Bottega   (Signature)
The designs are looking back at Bottega’s years with Katie Grand(2001) and Giles Deacon(2001)
Part of the participants critiqued was the fact that the collection was mostly based around leather products which are not really in trend but from the other side the collection was clearly built on the 2001 archive which was also mostly leather based.

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Bottega Veneta - Autumn / Winter 2019 Womenswear Panel Discussion

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Hermes -no more scraps ! A sustainable idea to adopt for the Bottega’s new CSR campaign

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Hermes -no more scraps ! A sustainable idea to adopt for the Bottega’s new CSR campaign

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https://www.hermes.com/uk/en/story/154031-petit-h-event/

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Even in the workshops of Hermès, where the processes of creation have been mastered for nearly two centuries, scraps are unavoidable. The sort-of cocoon from which a bag emerges and the slivers of leather that did not make it onto that perfectly insouciant shoe gather at the end day like the skeletal remains of a holy ghost. It would be easiest to just bin these bits and move the business along, but at the French luxury house, magic is bestowed even to the leftovers.

So what happens to the scraps? They are sent to Petit H, which is described as Hermès' laboratory for creation or more appropriately, re-creation or ressurection. "It's like the little house of Hermès," says a luxury enthusiast. "It shares the same materials from the different and makes smaller precious objects that are born of the same creative spirit."

You can imagine it as like a Willy Wonka workshop where, instead of chocolate and toothaches, craftsmen make wackadoodle (but luxe!) whozits and whazits, all meant for dreaming.

Care for a storage stool that closes like a Kelly bag or a leather adhesive tape? They've done both and, more important, created them in such a way (ingenious design, the promise of patina) that will make you want a Kelly-like storage stool or a leather adhesive tape.

This year, Petit H expands its inventory of novelties with La Quincaillerie, named after the French word for "hardware," and which focuses on tools like the hammer, the screwdriver, the corkscrew, and the clothes peg.

The new collection is more than an exercise in indulgence (we need to satisfy our curiosity about hammers adorned with fine leather). Rather, it highlights the maison's mastery as these mundane tools, which have been made exquisite, are the very things that facilitate the creation of that bag, saddle, or watch strap, and maybe more important, echo the craftsmen who assemble Hermès artifacts with their own hands.

Under the artistic direction of Pascale Mussard, in collaboration with designers Stefania Di Petrillo and Godefroy de Virieu, the luxury hardware is considered as a new universe for Hermès, and as universes are wont to do, will expand with more delights over time. If you've been hankering for "candlesticks, blankets with sleeves, measuring cups, fly swatters" hewn from luxury materials and constructed by artisans, the French house promises that all these and more knick-knacks will join the collection soon.

To be clear, the Petit H pieces are not only items of curiosity. The hammer can drive a nail into wood, the corkscrew can start a party, and the elephant-head leather token can secure the shoelaces of a sneaker.

As for us, we are eyeing the handsome tote with a veneer of a used leather pattern to, well, be a very useful tote that carries many things. Also, we need the fly swatter.
Petit H is available at Hermès, 17, Rue de Sèvres, Paris. In Manila, Hermès is at Greenbelt 3, Makati.

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What Happens to the Scraps of Leftover Leather at Hermès?

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Even in the workshops of Hermès, where the processes of creation have been mastered for nearly two centuries, scraps are unavoidable. The sort-of cocoon from which a bag emerges and the slivers of leather that did not make it onto that perfectly insouciant shoe gather at the end day like the skeletal remains of a holy ghost.

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First version of Survey monkey question 

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First version of Survey monkey question 

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Questions for the Bottega shop

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Questions for Bottega marketing/advertising team

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Questions for Bottega marketing/advertising team

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H&M transparency and traceability digital tool  

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H&M transparency and traceability digital tool  

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It’s a great idea to take as an inspiration for the CSR campaign. Products can have their ID’s or passports with the QR code that could be scanned by a Bottega app. On the app each of the products  will have their personal product page with all the information about The factory and it’s workers where the garment was  produced, as well as information on  the fabric  and other material suppliers. Additionally an encyclopaedia of materials will be a part of the new Bottega app. The encyclopaedia will give a customer a chance to learn everything about each material and it’s production.

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From H&M sustainability report

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After reading multiple cases about Patagonia sustainable practices and environmental campaigns and activism, i  To be honest think that  Bottega is on a way to early stages of Becoming a Sustainable & ethical brand and it is not time yet to for Bottega to be able to  adopt any practices similar to Patagonia. Maybe in 2025?

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The Cleanest Line - Official Blog of Patagonia

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The Cleanest Line provides frequent updates on outdoor sports and gear, dirtbag culture, environmental activism, corporate social responsibility and more.

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This statement seems to perfectly reflect my ideal image of bottegas transformation for the next 5 years yet the goals seem to impossible implement for a reason that the brand is still mostly focused on leather goods. However I have developed an interesting strategy of archiving sustainable -production and distribution of the brand ( I will later describe it in the brand execution section of my padlet )

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Based on the Keringnreport all the group is carbon emission free , and the work place environment is healthy and well controlled. The company claims to be working hard on implementing new strategies of making a raw material sector to become more  sustainable yet it is all in the stage of development. For now Leather sector  creates the biggest environmental footprint  for Kering group valued at 180 million pounds  comparing to the second biggest environmental footprint sector - animal fibres with the value of 75million pounds. The material traceability in Kering group reports has a big role yet it goes almost to nothing when it comes to the information that is more easier available for public to read. That need to be changed.

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Further links I used to research Kering group CSR policies

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Further links I used to research Kering group CSR policies

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https://keringcorporate.dam.kering.com/m/4cf9e7e0187fd328/original/Report-Environmental-Profit-and-Loss-report-2018.pdf

https://www.kering.com/en/sustainability/

https://www.kering.com/en/news/kering-commits-to-full-carbon-neutrality-across-the-group

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Sustainability goals for immediate implementation by GFA, analysis of Bottega achievements and problems based on the Kering sustainability report 

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Sustainability goals for immediate implementation by GFA, analysis of Bottega achievements and problems based on the Kering sustainability report 

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https://www.globalfashionagenda.com/ceo-agenda-2019/#efficiency

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Kering raw materials map ( purple )

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To define my  brand  touch points i will use a  method described in  from Canny article on how to create a winning customer experience

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by Amy Aitman

Have you defined your brand touchpoints? Maybe, maybe not.

So let's start with this:

Your customers are your absolute everything.

They are the very core of your brand - and the very reason you are where you are today.

They come to you because you're able to solve their problems, and they trust in your brand because of their previous experience with you.

So how have you done it?

Primarily, it's because of something called touchpoints. Brand touchpoints to be exact.

These are what have defined and refined your brand, creating stimulating and engaging customer experiences.

What is a Brand Touchpoint?

A brand touchpoint is any bit of interaction or communication made between a brand and its customers.

Brand touchpoints are normally crafted and constructed by the brand in order to engage their customers, giving them the best brand experience they could possibly have.

Think about when you book into an expensive restaurant. You encounter some of the following brand touchpoints:

Their website when booking your table

Their brand tone of voice if you call them to book

Their signage when you enter the restaurant

Their menu when selecting your food

Their uniforms when giving your order

And so on.

Each of these elements should be considered as a brand touchpoint. And therefore, should be designed in a way to be consistent with the rest of your brand.

Wikipedia explains it like this:

"Touchpoints in marketing communications are the varying ways that a brand interacts and displays information to prospective customers and current customers. Touchpoints allow customers to have experiences every time they "touch' any part of the product, service, brand or organization, across multiple channels and various points in time..."

All true.

But, to put it simply, brand touchpoints are the brand's opportunity to communicate with their customers on a day-to-day basis. Customers are then able to get closer to the brand, and as a result, continue to use your services.

Therefore, every single form of contact a customer has with your brand needs to be on-point, effective and customer enlightening.

Why Are Effective Brand Touchpoints Important?

Brand touchpoints are practically the make-or-break of your business, so they have to be well planned and structured in order to wow your customers and keep them coming back for more.

When used effectively, they can enrich your brand and ignite your marketing strategy, allowing your business to take flight.

Every time a customer comes into contact with your brand, some kind of impression will be made. This is a killer because the slightest slip up can have a detrimental effect on your business, leaving a dampener on your brand's integrity.

Oh boy. That's a pretty heavy weight to have on your shoulders!

But rest assured - you are most likely doing well on the touchpoint front, believe me. You would know it if you weren't.

So how can you create and deliver the very best brand experience for your customers? How can you build and sustain killer touchpoints for new and existing clients?

Let's run through seven steps that will fuel your brand touchpoints and help get your customers singing and dancing about your name.

After that, we'll take a look at several real world examples of brand touchpoints in use.

1. Identify and Improve Existing Touchpoints

To begin with, identify all of the existing brand touchpoints that your business already has set in place.

So far, these are the bad boys that have won the heart of your customers, set out your customer journey, and brought your business to where it is today.

Remember:

Your brand's touchpoints are any form of interaction that your business has with its customers.

It may be as small as a post on Instagram, to something as big as an advert in a magazine.

No matter the shape or form, all touchpoints need to:

Clearly represent your brand

Stand out to your customers

Motivate your customers to take action.

Once you have identified your brand's touchpoints, ask yourself the following questions:

What is my first impression when I come across each touchpoint?

Does it fit with my brand strategy and brand identity?

Are they different to my competitor's touchpoints?

Will it attract new customers?

Will it move my existing customers to act?

Will my customers be left with a positive impression of my brand after interacting with this touchpoint?

Try and focus on streamlining your current touchpoints, making them thread between one another as a unit rather than separate, individual pieces.

This can help to improve brand awareness and highlight your position as a professional business.

When customers come across each touchpoint, they should be able to easily identify you amongst the masses, allowing them to draw closer to you and continue to contribute to your business

Why is it Important?

Even though your current customer touchpoints are successful, the game is changing all the time.

New technology comes into play; the constant growth of digital media is outstanding, and so is the number of people growing with it!

So you need to be aware of the ever-evolving changes in technology and what that can mean for you and your customers.

We are all attuned to the trends of the digital world, and our clients even more so. Therefore, we must make sure that when the world changes, we move with it. Sometimes, we even need to go beyond it, to keep our customer's perception of us fresh and positive.

It may mean updating your online presence or perhaps using new ways to reach your customers. Whatever the reason, you need to keep tweaking your brand touchpoints in order to create the best customer experience possible.

2. Develop New Brand Touchpoints

After identifying and polishing up your current brand touchpoints, you will more than likely find new and exciting ways to build an array of additional touchpoints for your clients.

Before you do so, you need to ask yourself two questions:

Where will my customers be?

This goes back to your brand strategy and what you provide for your customers.

For example:

You may be a photographer looking for new ways to reach and engage with your clients - therefore you would need to find places (either online and offline) where you know your potential clients will be.

If you're a wedding photographer, there's no point trying to reach your customers by placing your photography advert in a cooking magazine.

Instead, you would wisely choose a wedding magazine with the goal of reaching potential customers.

How can I draw in new clients?

Similar to the question above, you want to think of where your new clients may be. You may be expanding your business and creating new areas of service. That in itself will then mean creating new touchpoints to reach a new clientele.

Even if you are not creating different service packages, you can still brainstorm new ways to engage with consumers. Maybe crafting new touchpoints on social media that don't get used often.

Remember that as you try to reach out to new customers, your current clients will also be able to reach out and engage with you on any new service or platform you use.

They are your most treasured, loyal customers!

So make sure they are still enjoying their customer journey and don't stray them away from the main reason they connected with your brand in the first place.

Why is it Important?

The way consumers engage and communicate has evolved over time, following the trends of today's fast-moving technology.

Customers need to be wowed within the first few seconds. They need to be actively involved from the get-go, especially if they're online or using a mobile device.

It may mean coming up with new, creative customer touchpoints and building a strong online presence that moves with the times.

Doing so will give you an edge over your competitors and help you to stand out amongst the crowd.

But ultimately, your goal is to provide the best customer experience possible for both new and existing clients.

3. Learn From Other Brands

It's a known fact that to improve and enhance your craft, the best way to do so is through imitation.

And that's the case when it comes to your brand too.

No matter how long you've been in business, no matter how popular you are with your customers and no matter how high you rank on Google, there will always be someone more knowledgeable, more experienced, and more educated than you.

But you know what's great? You can use this to your advantage!

You've got an oyster of talented people - just like yourself - around you who have created some killer brand touchpoints for their customers, giving them the best possible journey a customer could ask for.

So look at what they're doing, and imitate them, or ask for help and advice! Most people are happy to share their success stories.

Why is it Important?

As a brand and business owner, you need to be ahead of the game - you need to be one step ahead of your competitors.

The only way to improve your brand's interaction with customers and ignite your business is to take in knowledge and put it into practice.

And, of course, one of the best ways to learn is by example. Learn from those closest to you.

It doesn't have to be some big, world renowned brand. It may well be a business owner in your field of work that you respect.

Why not reach out to them, see how they have crafted and planned their customer touchpoint strategy? See how they have successfully built such loyal customers through the touchpoints they have created.

4. Make Touchpoints User-Friendly

One of the best ways to entice your target customers comes from mapping out how they will interact with your business.

How are you going to get them to focus on your brand and stay on the journey with you?

Whenever a consumer/customer comes into contact with you, whether it be online, on social media, in the newspaper, on the radio or through their best friend, you want them to have an enjoyable, hassle-free experience. This way, they are more likely to stick with you and your products to the very end of their journey.

But there is a slight problem...

Our customers are fickle; they are easily swayed by popular opinion.

I know. Frustrating, isn't it?

The reality is that customers will often choose the easiest, simplest, and even the prettiest option out there, no matter how much your services might be the best for them.

So your brand touchpoints are where you need to wow them.

Take a leaf out of Apple's book here and focus on creating a stunning design, simple interactivity, and easily accessible touchpoints.

You want to make your brand touchpoints are user-friendly and easy to use.

Customers want to have a simplistic, fast moving, stunning experience with all of your touchpoints. Speed and convenience are key, and will keep customers coming back to your business and it's services.

The thing is brand touchpoints cover such a huge area of ground, there's so much to think about!

Primarily, your online, techy touchpoints need to be clean, minimal, and crisp. But it also works the same with any brand touchpoints you may have offline, such as any products, samples, demos, or surveys you may dispense to your customers.

What this includes:

Easy to use apps

Clear, concise content / how-to articles / instructions

A simple and beautiful website with easy navigation

Short, easy to read content that gets straight to the point

Easily recognisable logos and designs

And much more.

Why is it Important?

If you were to click on a website of a brand you expected to be high end, only then to come to a homepage full of huge garish images, block text, and loud colours, your first inclination would be to click that back button as fast as your fingers will let you.

Your customer journey just came to a fatal end.

That cannot be how your customers feel about you! Follow our top web design tips to make sure your website doesn't alienate your customers.

Your image, your design and brand appearance matters and should represent who you are as a brand. You want modest, fresh and concise touchpoints that will not only keep your customers on board but will also prove your professionalism and your personal interest in them.

"Design is not just what it looks like and feels like. Design is how it works." - Steve Jobs, Co-Founder of Apple.

5. Get Feedback From Your Customers

Along with learning from the best, it's time to learn from yourself as well.

That's right! You can become your very own teacher!

Well... your customers can.

It's time to start getting feedback from your customers and learn everything you can about their experience with your brand.

This is a great, practical way to see what you are doing right, and perhaps point you to areas you could improve on. There is no better way to actively review your progress and brand touchpoints than by involving your customers in the experience.

It does sound pretty scary, but this feedback will fuel your brand and get it storming ahead of your competitors. You'll be able to better understand your clients and craft better touchpoints with them in mind.

Perhaps start by using the bigger touchpoints you have in order to reach out to customers, and then the window is wide open for you to invite them to conduct a survey.

In most businesses, the top three brand touchpoints are likely:

1. Your website

2. Your main phone line

3. Your email address

And if you have a physical store, that would be in there too.

To run surveys on your website, you can use a tool like Hotjar that will ask your site visitors questions.

To do the same via email, you could drop a link in your email signature to a Typeform or similar.

On the phone and in-store, well, you just have to ask!

Be assertive. Just ask your customers what they think of you! Get them to tell you where you need to improve and what you need to continue doing.

In doing so, not only will you be able to improve your customer's experience, but you will show them you are taking a personal interest in them; you'll prove that you really care about them.

But, this is no easy battle.

You want to get feedback without coming across as needy or irritating - and that can be difficult! To get a breakdown on how to create first-class customer surveys, step over to Survey Monkey for some spot-on advice.

Why is it Important?

Your customers are the heart and soul of your brand. What they say matters, and getting their views will strengthen your resolve to work hard to map and create better experiences for them.

Having "real world" feedback will allow you to make meaningful adjustments to your brand touchpoints - rather than just guessing!

6. Think Like Your Customers

Once you have collected the data on what your customers want, you'll be better equipped to create new touchpoints, or improve on your existing ones, giving them a more tailored experience.

In addition, you'll become a pro at knowing what your customers want and you will be able to deliver that to them.

Customers want to feel understood and well thought of. They want to feel you have made a personal effort to reach out to them and to find out their likes, dislikes, wants, and needs.

To do so, you need to think like your customer. This is key to winning the hearts of your consumers, and you can do it in just a few simple steps:

Conduct customer surveys to scope out what they need from you

Keep a record of what your customers are loving most about you

Create personable touchpoints that will draw your customers closer to you

See what other services are popular with your customers and client base via social media

Whenever you create a touchpoint, think about how it will benefit your customers

Make mindful adjustments when you receive negative feedback.

To make customers feel valued, you've got to think like them!

Why is it Important?

No one will put their trust in a business that doesn't resonate with them. Consumers need to feel acknowledged, appreciated, and wanted, even if they haven't given anything out to you.

Therefore, mapping out your customer touchpoints must be done with the customer in mind in order for them to contribute to your brand and see the need to use your products and services.

7. Stay True to Your Brand

And breathe.

You've done it. You've swatted up on defining brand touchpoints and are hopefully a little more confident in creating the best brand experiences for your customers.

While you continue your journey as a business owner, keep your eyes focused on the main reason you started your brand. In order to effectively create and sustain your customer's journey, you need to stay true to your brand.

Never feel that in order to attract and successfully interact with your customers means that you have to put in all airs and graces.

Just be yourself.

Your loyal customers are loyal to you because of who you are as a brand. They see you on the internet, on their smartphones, and in their favourite magazine. They see you when they hear anything that's connected to the work that you do and the services you provide. They are loyal to you because of your consistency and your unwavering stability.

So even when businesses around you force themselves to be the best one out their - to come first place in their field - even if it means losing or completely changing parts of their identity, let yourself be known as a brand with a strong sense of identity and integrity.

"Too many companies want their brands to reflect some idealised, perfected image of themselves. As a consequence, their brands acquire no texture, no character, and no public trust." - Richard Branson, Founder of Virgin Group.

Why is it Important?

Your customers have already made a connection with your brand, and they like you because you're you. Every time you interact with them using your touchpoints, you are shaping and reshaping their impression of you.

Dramatically changing your tact or imitating other brands to the point of losing yourself will make you lose your customers too.

So keep your brand integrity and stay true to your brand strategy, and to your customers.

Focus on crafting unforgettable experiences for your customers by making every touchpoint count.

When Brand Touchpoints Work: Some Top Notch Examples

You want your customers to have the best experience possible, and you want them to interact and relate with your business in the same way that they do with the big brands out there.

If that's the case, why not take a look at some of those big brands? Why not see how they have mastered customer touchpoints and achieved their success?

Let's learn from the big boys and feed off their knowledge in order to create, and sustain, brand touchpoints that work for your customers.

Apple

I'm sure you saw that one coming.

Arguably one of the biggest brands on the planet, Apple sets the bar on creating beautiful brand touchpoints that truly resonate with their customers worldwide.

How have they managed to come out on top worldwide? And how have they set themselves up as one of the most successful brands to date?

I'm sure you won't be surprised when I say that it all boils down to their outstanding relationship with their customers; their complete and utter devotion to delivering the best experience to those who use their products.

Let's have a look and see what it is the makes Apple come out gold, and how you - a budding business owner - can imitate their example and provide the best experience for your customers.

Customer Interaction

Apple sure knows how to create brand touchpoints that successfully reach the hearts of their customers.

They use creativity and innovation to effectively form powerful bonds between them and their target audience, and they have calculated strategies that reach a large range of consumers worldwide.

To reach such a wide-span audience, they have adopted many brand assets that have made them stand apart from their competitors, therefore winning over a multitude of people.

These assets include:

Hands-On Customer Service

"Apple has elevated customer service into a science. Today, the company stands shoulders above the competition when it comes to alleviating the stresses that accompany a faulty tech product." - Yoni Heisler, business entrepreneur.

In comparison to its competitors, Apple goes above and beyond when it comes to giving customers the very best experience they can have. With a hands-on team ready to help each customer, assistance is given a practical, simplistic way.

Enter any Apple store and you'll see this in action.

They operate like a clinic for technology. Staff members are on hand, strolling through the vertically lined benches, seeking to give assistance to their customers.

A Simple, Innovative Website

As a customer, being able to access your favourite brand from anywhere is essential. Everything needs to be a few clicks away - whether it is on a desktop or a device.

This is where, again, Apple come out trumps.

Not only is their website accessible on all platforms, it performs like a pro.

Customers can see what they want (or what they didn't even realise they wanted) as soon as they enter the site, no search needed.

The images are crisp, clear and alluring, allowing customers to envision what it would be like to own one of their products without even holding it.

Clever.

And, to top it off, the natural design and minimalistic make-up of the website in all its forms perfectly represents the brand and its customers.

Applying this to your small business website could be tricky - but try and think logically about your customer, and what they want to see when they land on your site!

An Interactive Showroom

You walk through your local shopping centre, minding your own business, only to be amazed at the library that is the Apple store. Customers are engaged at each desk, testing, practicing, and prodding the devices as though it's already theirs.

This is, in my opinion, one of the best brand touchpoints that Apple has created.

Allowing customers to come in and try out their products for any length of time has no doubt increased sales, also increasing the customer's trust and reliance in the brand's products.

It gives off the impression that they are open and honest with their products, and that they are willing to allow the public to come and test the products for themselves, with no obligation to buy.

Once again - clever.

Customer Experience

Each touchpoint Apple creates has formed engaging and stimulating customer experiences that have given Apple the name they have today.

They are simplistic, innovative and alluring; customers worldwide have enjoyed purchasing and using their products as it far succeeds the vision they imagined.

Nike

They are by far the leading brand in their industry, crafting high-quality products for their customers, and networking with their audience in new, dynamic ways.

They tailor for a wide range of audiences - from the general public to professional athletic teams - and have successfully won the pockets of numerous sports fanatics.

Just how have they managed to make themselves the guru of the sports world?

You got it.

Via the way they make contact with their audience - their brand touchpoints (assisted by their huge advertising budget!)

When it comes to brand touchpoints, Nike has grand-slammed all areas in order to successfully hit the ground running with their customers.

Customer Interaction

Nike uses a multitude of brand assets in order to achieve satisfying interactions with their customers. You could even say that their products alone provide adequate interaction and promote their brand without even having to formally advertise.

They have created a care-free, "just do it" aura through various means, and they have elevated themselves above all other sportswear brands because of how they communicate with their customers.

What marketing strategies and brand assets have they used in order to slam-dunk the sports world?

Feast your eyes on just a few assets they use:

They Associate With The Big Guys

Does the name Michael Jordan mean anything to you? Or Air Jordans, perhaps?

These very trainers are well associated with the basketball player himself, and, despite their price, have sold to an innumerable amount of people all over the globe.

Thank you, Michael!

Names such as Tiger Woods and Cristiano Ronaldo are also in the mix, and it's not just their fans that have then made contact with Nike, it's the multitudes that have been in contact with the fans.

Associating with such big names, as it were, is a well-known branding strategy that has proven time and time again to be successful in creating positive interactions with customers.

They Use Dynamic Advertising

Nike's ads truly harmonise with the brand's slogan, "Just Do It", exploring how powerful and colourful their products make a person.

Their ads stimulate their audience to act by appealing to the audience's want to look and feel sexy.

And when you see a Nike ad, you know within the first second that it's them. They've completely nailed it when it comes to creating their identity and letting it be recognized without even saying a word.

Their huge advertising budget does help with this - but by working with an agency to provide branding services to your company, you could make a meaningful impact with your business on a smaller budget.

They Appeal to a Wide Range of People

No matter where you are, you are bound to see people wearing Nike. On the train, in the supermarket, at the gym - every day you will see someone in Nike clothing or footwear.

Even when you cross oceans and land in foreign territory, you'll see adults, teenagers, and children - even babies - wearing a pair of kicks designed by Nike.

And you don't even have to be a sports fanatic!

Nike has broadened its brand to attract a wide variety of customers.

They have managed to motivate an audience with such wide degrees of difference, and have proven themselves loyal when it comes to their touchpoints - they never deviate from their story and they stay true to their word at each and every point of interaction with their customers.

Customer Experience

Empowerment. Liberation. Luxury.

That's how their customers feel before, during and after purchase because of the interaction they have had with Nike.

Customers who have worn Nike products in the past remain loyal because of the service they received, and the experience that was delivered to them.

To feel like they can "just do it" when they wear those trainers or style that hoodie; to feel like they could walk the earth twice because of how comfortable they feel - that's the experience many will relay when they interact with the brand that is Nike.

Starbucks

There's no place like home.

Well, even when you're not technically "home", you may find that no matter where you are in the world, you can find your home under the roof of Starbucks.

That latte you always order - the one with the extra cream? You got it.

Even in Thailand.

Starbucks seems to have found themselves in the hearts of consumers worldwide and they continue to spread their wings in countries that may surprise you.

Their loyalty and consistency is the backbone of building home-like experiences with their customers.

Plus, they manage to somehow show up at times when you're desperate for a coffee.

How have they managed to create and sustain such brand touchpoints that build this kind of rapport with their clients?

Excelling at Customer Service

When you walk into a Starbucks store, you are greeted with a smile and treated like coffee royalty. Not only are they warm and friendly, but they are quick and efficient when it comes to taking, making and selling your order.

One little perk is they take your name, write it on a cup, and then when your purchase is ready, your name is sounded and you, again, get served with a smile.

Even though it's something small, it's a nice little personable touch.

A Comfortable and Familiar Atmosphere

The design and layout of Starbucks across the world are that of comfort and ease. It's not outlandish, bright or overbearing; it's ambient and spacious, catering for groups or those riding solo.

And no matter where you go in the world, you can guarantee that Starbucks will be the same as the one back home.

It's easy to find a seat, a table, and a charging port. Which makes it a great stopping point for the busy business owner!

That's what stands out the most with Starbucks - they have the ability to make you feel at home. Customers feel relaxed and ready to face the rest of their day after spending time in one.

The Loyalty Program

"Earn more with our loyalty card." - And that's exactly what they do.

Starbucks love their loyal customers; so much, in fact, that they are ready to reward them to build brand loyalty.

This, in itself, motivates people to be a loyal user of their services because they are being rewarded. That's the key - make your customers feel that they are gaining, even after they empty their pockets.

After building up points on your card, you are eligible for free drinks, special offers and exclusive access to Starbucks' newest products.

Pretty sweet, hey?

Customer Experience

When customers come into contact with Starbucks, whether it is before, during, or after their actual purchase, they feel a million times better because of the excelling service they have received.

They feel like they are truly benefiting from using the service.

And to top it all off, they feel at home - they feel comfortable and at ease - no matter where they are on the planet.

Conclusion: How to Define Brand Touchpoints for a Winning Customer Experience

First things first, let's accept it's pretty unlikely that we're the second coming of Steve Jobs.

We've learned in this post that we don't own the Nike tick, and we don't have stores worldwide selling people amazing coffee! (Or maybe you do).

But what we can learn, is our customers are vital to our business success. How we interact with, treat, and respect our customers plays a massive role in driving our business forward.

The big brands have perfected this. They interact with their customers perfect, and bring about authentic experiences for them.

You can do the same with your small business brand, you just have to open up, ask customers what they want, then get creative about it.

No matter how small or big your business or brand is, your brand touchpoints play a massive role in your success.

Integrating some of these ideas into your business, will put you miles ahead of your competition.

How do you work brand touchpoints into your customer experience? Let us know in the comments below.

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How to Define Brand Touchpoints for a Winning Customer Experience | Canny

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by Amy Aitman Have you defined your brand touchpoints? Maybe, maybe not. So let's start with this: Your customers are your absolute everything. They are the very core of your brand - and the very reason you are where you are today.

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Facebook smart targeting. Does it really work?

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Facebook smart targeting. Does it really work?

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One of the new digital tool to drive sales and keep up with the brand awareness is Facebook carousel. It allows Facebook users s to see several products being sold and advertised at inches through a carousel of photographs (each photo has an option for clinch&buy). This technology supposed to really speed up the times spend by customer on design making and purchasing. Facebook reports 68% rise in incremental sales online and instore,  2.7 lift on product views and 2.3 products added to cart online. The Seles and reach might have grew and improved but did  it happened bcs of the new Facebook tool?
Analysing customer feedback on Facebook via comments I realised that a big percent of people visiting Bottega page Does not fit brands customer profile ( at least the new one ) seems like Facebook is a platform mainly for bottega’s old customer (50+). Therefore clearly this social media need improvement in a new strategy of art acting a younger customer.

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To drive stronger results at each stage of the customer journey, the luxury brand wanted to run a campaign that didn't just focus on brand awareness or conversions, but took the entire sales funnel into account.

Bottega Veneta worked with Facebook Marketing Partner SocialCode on the Facebook and Instagram campaign, which used an array of ad formats and delivery methods to drive awareness at the top of the sales funnel and then drill down further to its target audience of prospective and current customers. To achieve this, Bottega Veneta created a sequential ad experience that not only helped engage people throughout the sales journey, but also helped them understand the path to conversion.

In the initial brand awareness phase, the company ran a series of 4 visually evocative and hypnotic storytelling video ads in News Feed. Then, to increase traffic to its website, it created gender-specific photo ads in carousel format: The ads aimed at men featured a variety of bags and accessories for spring/summer 2018, while the ads aimed at women featured a mix of products, or only handbags. Each photo ad in carousel format had a "Shop Now" call-to-action button that linked through to the company website.

Bottega Veneta showed these ads to a value-based lookalike audience of men and women in the US, Japan and South Korea. It also showed the ads to people who had earlier engaged with its ads and posts about New York Fashion Week 2018. The company then ran ads focused on sales to encourage people to make a purchase, either online or in-store.

The company then showed dynamic ads to people who had expressed interest earlier by clicking through to its website from the photo ads: these gender-specific ads highlighted the specific products they had viewed, along with price and availability.

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To drive stronger results at each stage of the customer journey, the luxury brand wanted to run a campaign that didn't just focus on brand awareness or conversions, but took the entire sales funnel into account.

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In advertising, 2018 could have been called the Year of Instagram.

The platform hit 1 billion monthly active users last year, raking in ad sales of $8 billion -based on eMarketer estimates- cementing its position as one of the most powerful marketing channels in the digital space.

Furthermore, 2018 saw brands and marketers leverage more ad formats on the photo- and video-sharing network.

Leading the way was Instagram Stories-the Snapchat-style section featuring a series of vertical videos that stream seamlessly into one another, then vanish after 24 hours.

To inspire and inform your next Instagram advertising campaign, here's a lineup of the best Instagram ads of 2018, including their results and key takeaways of why they worked-

Are you ready to learn from their success and do better?

With the ability to generate brand awareness, drive click-throughs and deliver above-average ROI, Instagram averages 23% more engagement than parent company Facebook's namesake platform.

And online advertisers took advantage of it, with data from ad agency Merkle showing that Ad spend on Instagram grew at four times the rate of Facebook.

The roundup includes the following brands:

So, here goes!

Gap - Using Pop-Culture Appeal

The iconic American retailer, known for its casual apparel and accessories, has long been a favorite of millennial shoppers. Gap hoped to nail it with its campaign by creating a moment of pop culture for a young audience in their native mobile world.

To create buzz around its "Logo Remix" collection of T-shirts, sweatshirts and rugby shirts, which showcased a decades-long archive of one of the world's most recognized company logos.

Gap created visually-striking, full-screen carousel ads in Instagram Stories with short-form, vertical videos using clear branding and straightforward messaging to instantly get their point across.

The engaging nature and full-screen format of Instagram Stories, which is more popular than the news feed, turned out to be the ideal platform to showcase its new collection and allow viewers to feel like they were part of the brand's Logo Remix launch.

To connect with millennials, who are highly influenced by pop culture and listen to more music than any other generation, the brand fully used Stories' ample space to spotlight its campaign with rising stars in entertainment who frame fashion and drive social media conversation. They also incorporated native elements-like drawing and pinning tools -to move consumers' attention to its time capsule of product logos.

Did the pop-fueled, dance-filled creative pay off? You bet.

To connect with its target audience, Gap seamlessly blended music, pop culture, and fashion. By showcasing popular entertainers who were "remixing culture" through musical contributions, Gap hammered home how millennials are crossing boundaries, how they're tearing down the status quo and, most importantly, how they support that mission and believe they're a part of it.

By speaking in the language of its target audience-providing them with content that they were interested in and wanted to engage with- Gap got its message across, seeing a positive lift in clicks and ad recall as a result.

Framebridge - It's All in the Framing

These Kentucky-based online custom framing specialists let people tell their personal stories by building affordable frames for photos and art they love.

To drive sales through the tradition of Father's Day gift giving.

Framebridge synched its campaign to line up with the upcoming holiday, settling on Instagram Stories, a medium the company had never used before.

The full-screen vertical placements showed stylishly framed photos of dads with their kids and featured a text overlay with the message: "What do you give the man who doesn't want anything? True custom framing to make Father's Day truly special."

The ads also had a "Shop Now" CTA button clicking-through to their online store.

The e-tailer framed the moment by capitalizing on popular consumer shopping behavior trends. And in only a month, Framebridge realized 2.4X more purchases than through other ad placements, including 29% higher sales than its Instagram feed ads at a 71% lower cost per acquisition (CPA).

Framebridge followed in the footsteps of marketers who shift their gaze toward men for Father's Day. But instead of focusing on the American father's traditional wants and needs, it targeted modern dads who are redefining fatherhood by spending more time with their children and celebrating parenting and home life.

Just as Framebridge successfully sold the idea that framed personal photos and art make great gifts for family and friends, think about how to take new or different approaches to reach consumers, especially in a time of cultural transformation.

Another lesson is to find ways to create holiday-related marketing campaigns for the many shopping holidays on the national calendar.

The U.S. interactive video game publisher has for two decades created a series of basketball simulation video games.

It wanted to step up its game by understanding what motivates sports-obsessed fans and reach not only its core console gamers but new gaming customers as well.

As you can see, the campaign hit all the shots.

To reach audiences who would be excited about the release of its NBA 2K19 20th Anniversary Edition to promote pre-orders.

The ad creative featured grainy TV footage showing highlights of LeBron James throughout the years and the inspirational theme "They Will Know Your Name"-in the case of LeBron, "King James" and "GOAT" (Greatest Of All Time).

Viewers could swipe up on a "Learn More" CTA button to pre-order the game on the NBA 2K website.

For the gaming company, it was a slam dunk. It reached a total of 10.7 million people, resulting in a 24-point lift in ad recall, an 11-point increase in message association and a 7-point rise in purchase intent.

With an eye toward reaching the 2 billion gamers in the world and the 385 million interested in eSports, 2K Games used NBA superstar LeBron James as its marketing face with a 'They Will Know Your Name' tagline, using immediate recognition and game highlights to convey the emotional power that basketball provides.

Take cues from 2K Games and the best marketers, who alwayswork to form and leverage connections with consumers by creating stories and imagery that pack an emotional punch, and offer content and experiences that stand out from the crowd while being social by design.

Above all, they understand the importance of knowing and zeroing in on your target audience.

German car manufacturer Opel, one of Europe's largest automakers, was an early adopter of Instagram carousel ads, and one of the first to successfully craft an efficient, innovative campaign using that format.

To build on its official sponsorship of the tv show Germany's Next Top Model with Heidi Klum, Opel wanted to promote its Opel ADAM luxury supermini.

Each carousel card showed one of the carmaker's Opel ADAM models with a colorful paint job and an animated emoji hovering over it.

At the end of the ad, viewers were asked to take a test to find out which model suited their personality to help tie into the brand's "Say What You Want" influencer campaign.

After finishing the test, people could enter a contest to win a new Opel ADAM and register to receive a newsletter about the new line of automobiles.

Opel partnered with popular influencers, creating ads in Instagram Stories to get people to enter a contest. Giveaways may be a dime a dozen across social media, but effective, on-brand efforts like Opel's that deliver high ROI are rare.

Executed properly, contests and giveaways are a powerful way to build brand engagement and capture new leads.

Whether your prize is a just-released new product or a big ticket item sure to draw numerous entries and promote social sharing, the power of free can't be overstated. People jump at the chance to win something tangible.

Think about it: wouldn't you love to get something for nothing too? 😉

India's largest food ordering and delivery platform-what GrubHub is to the U.S.-Swiggy, which had already used Facebook for past campaigns, thought Instagram Stories could be its ticket to attracting more users to its popular app.

Swiggy saw potential in Instagram Stories to find more users and scale up the business. So it ran tests to measure IG's potential.

Swiggy then ran the Instagram Stories campaign over three months, effectively reaching new users in the 15 cities where the app operates.

After positive results experimenting with Instagram Stories, Swiggy ran a series of Instagram Story ads telling viewers about its service's main values while attractive slo-mo videos of food played in the background.

Swiggy took advantage not just of the growing global appeal of food delivery services around the world (and specifically in India), but of the fact that they can reach potential customers directly with Instagram, a highly visual medium where people regularly consume and share pictures of food.

And there's more to be learned: Successful marketers always pay close attention to ever-shifting consumer needs, wants and habits to fine-tune their campaign strategy to adapt to changes.

The storied French sportswear company-turned-lifestyle brand is best known for its iconic Classic Fit Polo shirt with the immediately recognizable green crocodile logo. But it used an eye-catching Instagram ad creative to show the world that it also produces equally bold, fashion-forward items for the home.

To shine a spotlight on its lesser-known high-quality modern home goods.

Lacoste hit the mark with its ads.

In the spirit of its always-bold branding, Lacoste promoted bath towel and bedding collections by emphasizing the variety of vibrant colors they offer, to appeal to a broad range of personal tastes and lure in viewers.

Remember, nine out of 10 consumers make purchase decisions based on visuals.

Its ad campaign shows how marketers, especially those in the e-commerce space, can convey an on-brand experience while showcasing the most attractive features of products through eye-catching imagery that pops.

Ashley HomeStore, the leading U.S. furniture retailer and one of the world's best-selling furniture store brands, believed Instagram Stories could be a great way to showcase its products, which are available both in retail stores and on its website.

After testing various ad formats, Ashley HomeStore focused its efforts on collection ads, which can be an effective way to showcase lifestyle products.

There, the option to " Shop More Styles" allowed for deeper browsing and shoppers could tap to learn more about items or purchase them directly on the store website.

When all was said and done, the month-long campaign reached 2.2 million people, resulting in a 30% increase in on-site product views at a 46% lower cost-per-view and 9.7% lift in shopping cart additions.

The retailer used Instagram's capabilities to the fullest, inspiring its audience and allowing them to explore by showcasing numerous home goods.

For those that have a catalog of products, consider following Ashley's lead by using the collection ad format to make it easier for mobile-loving consumers to discover, browse and purchase a range of items.

As a bonus, it also helps move prospects down the funnel to increase website visits, which can lead to more product views, shopping cart additions, and conversions.

Michael Kors - Smart Tech Can be Fashionable Too

The global luxury fashion and accessories brand has always appealed to fashion-conscious, trend-loving consumers. But now, it wanted to play to their tech- and social-savvy sides.

The brand designed and launched an innovative campaign with a video carousel ad in Instagram Stories that followed Romanian model Andreea Diaconu as she used a Michael Kors Access smartwatch to keep her busy day organized.

So, did the creative resonate with its target audience? Definitely.

The campaign provides marketers of everything from discount services to luxury goods with a teachable moment: No matter what you sell, always encourage positive brand perception by balancing targeting, tone, and design that align with your brand, while authentically speaking to your target audience 's wants, needs, interests, and aspirations.

KFC may be a household name, but it only recently dipped a toe in Italy's boot. To launch its new KFC Dipping Bucket, a new menu option in Italy, the global fast-food giant wanted to show its appeal to a broader demographic.

The fast-food chain sought to raise awareness of its bucket menu item with dipping sauces and expand beyond its popular base of teenagers and millennials in Italy, where the brand has only been around since 2014.

To reach a broad Italian market, KFC Italy created a video ad with a 360-degree interactive view showing couples and friends from various age groups dancing to upbeat music while enjoying the new product.

The ad included a relevant branded hashtag-#DipLoveChallenge-at the bottom to encourage social sharing.

KFC's Italian spin on its marketing message increased Italy's appetite for the chicken brand.

For businesses seeking to take their brand position and marketing messages global, there's always the threat of losing important points in translation.

While KFC used their ad to bridge geographical, cultural and age differences, always think about ways to repurpose, retool and rethink ads to reach other targets.

Take something you've created in the past, put a new twist on it and give it new life. This will help you to deliver a consistent message to a new audience.

The Italian luxury goods and high-end fashion brand with a global presence has always used multi-channel marketing.

But could it mount a digital-only campaign to increase brand awareness and online and offline sales, reaching luxury consumers who shop on the web but still prefer to see quality up close and personal-in real-world stores?

The highly targeted, gender-specific ads worked like a charm.

For marketers promoting businesses with both web and brick-and-mortar presences, it's especially important to combine both physical and digital marketing approaches to reach consumers, who now want to engage with brands and companies on their own terms.

Wrapping It Up

There you have it: 10 examples of the best Instagram ads with tactics that you can apply to your 2019 advertising strategy.

These Instagram campaigns prove that with proper planning, businesses and marketers can successfully use the platform to spread brand awareness, drive web traffic, generate leads, promote conversions, encourage app installs and increase sales.

If you're a beginner at Instagram advertising, dig into AdEspresso's Instagram Ads Guide, and if you have more experience, see why it makes sense to capitalize on the growing influence of Instagram Stories.

Finally, check out Instagram's latest updates to stay on top of the new features at the ever-changing social marketing platform.

Now, it's time to stop reading and start planning your 2019 campaign, so you can make next year's list of the top Instagram ads.
Which of these Instagram ads has inspired you? Is there anything we left out? How will you implement these tips in your next Instagram ads campaigns? Let us know in the comments below!

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The 10 Best Instagram Ads That Killed It In 2018

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In advertising, 2018 could have been called the Year of Instagram. The platform hit 1 billion monthly active users last year, raking in ad sales of $8 billion -based on eMarketer estimates- cementing its position as one of the most powerful marketing channels in the digital space.

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