1. Measuring the Brand
Experience at every touch
point
Raul AMIGO
CEO
www.lalinea.com.ar

2. RAUL AMIGO
CEO & MANAGING PARTNER
BUENOS AIRES, ARGENTINA
Raúl is a firm believer that Channel Marketing is the
art to consistently connect Brands with people
through a wide range of means and fomats. It´s one
of his passions and has been practicing it for more
than 20 years. After graduating with a BS/MS in
engineering in the mid 80’s, he started a fast track
career in Sales & Marketing working for the japanese
giant NEC . He became a pioneer of the borning
wireless industry and was part of the founding team of
the GTE Mobile venture leading the Channel
development team. After that succesfull story, he
turned himself into a start up specialist and played
leading roles in Nextel CellStar, Asista and Visual
Presence roll outs in Latin America. He completed his
education with an MBA degree in the IDEA Institute
and an MBA in International Business from one of the
oldest Universities in Europe, Univesitat de Lleida,
Spain. Another two strong passions of him are
entrepreneurship and Higher education. He is
founder and partner of EMPREAR , a non for profit
organization endorsed by the MIT and the Stanford
technology Venture program, that help technology
based entrepreneurs, and MBA guest Lecturer in
ADEN School of business, in 12 countries of LATAM.
From long time ago he envisioned a new way to
manage brands along the channel value chain. Finally
in 2007 Raúl founded La linea to make that dream
come true.

3. What is Brand Experience?

4. We understand For us experience
the experience is a relationship
not as a and impression
one time shot over the time

5. Frequent
interaction

6. 1.Frequent
interaction
Value

7. 1.Frequent
2.Value
interaction
Emotion

8. 1.Frequent
2.Value
interaction
3.Emotion

9. 1.Frequent
2.Value
interaction
The Brand Experience is the
integration of the three
3.Emotion

10. 1.Frequent
2.Value
interaction
The Brand
Experience
3.Emotion

11. How can we make the BXP
entheleqy come to life?

12. Circles of Influences

13. The 5 enviroments
where brand should
outperform

14. The
Conversation
circle
The
Retail
Digital
Experience
Circle Circles
of Influences
User
Intimacy
Interaction

15. The
Conversation Circle
Here is where the brand talks
We need to define what channels the brand is using to connect with
its audiences and the impact each one of them is generating
Voice, tone, message and communication codes will be measured.

16. The Digital Circle
Our digital world
Every day we spend more & more time on line
Does the brand is making our life better here?
How is it adding value to our digital experience?

17. User Interaction
The physical part of the experience.
How many senses are involved?
How much pleasure the brand is providing?
Is it helping us to incorporate new skills?

18. Intimacy
Is our inside world
Here we assign meaning through the experience
Deep thoughts connecting the brand with hidden desires

19. Retail Experience
What happen when we get into the store?
How do we experience the sum of stimuli produced by
Staging, product displays, POP material, Expert advice

20. The way me measure the
Brand XP in each circle:
The 3D Model

21. Time
First Relevance
Dimension
Frequency

22. Efforts
Second Benefits
Dimension
Rewards

23. History
Third Memories
Dimension
Nostalgia

24. When does
the 3D Model apply?
First Second Third
Dimension Dimension Dimension
Time Efforts History
Frequency Rewards Nostalgia
Relevance Benefits Memories

25. The
Customer´s
Day
Experience

26. Entertaining
Socializacing
The
Customer´s
Working
Day
Experience
Transporting
Sleeping

27. Brand XP Goal?
To gain
CDE share
providing
practical
solutions &
happiness

28. Can our brands help our customers
to enjoy better CDE?

29. Example: The working slot

30. Imagine you
are at your
desk 8 hours
a day

31. What kind of help,
release or
distraction would
you appreciate
more, while
you´re working?

32. Mano contando We noticed that
secreto en el oido

33. People
Think about…
sports…
travels…cofee…
music
and sex!

34. Imagine
you´re a cell
phone
company

35. What if we can
integrate a
Branded mug
Taza con usb with...
...a wifi
connection?

36. ...connection
with access
to you main
areas of
interest?

37. Wait for one minute and go back

38. Back to the circles of interest
Mass
Communications
1.Frequent
2.Value
interaction
The
The Brand Digital
Retail
Experience Experience
Circle
Circles
of Influences
3.Emotion
User
Intimacy
Interaction
Back to the Brand
Experience process

39. PASION MOVISTAR
Business case
The Retail Experience

40. PASION
MOVISTAR What is
Pasion Movistar?
Business case

41. Pasión Movistar is the
Brand experience program
for the Retail Circle.
For the first time it unify the
criteria to measure the Brand
perfomance from both,
cualitative and cuantitative
perspectives.
The goal behing the program
was to make Movistar customers
feel closer to the brand, by
sharing values, service
orientation and most of all pasion

42. PASION
MOVISTAR
Objectives
Business case

43. PASION Client objectives
Primary - To provide the same quaility of Brand experience at every
Goal single point of relationship within the retail channel.
- Strengthen the emotional link with the brand.
- To increase Retail KPI´s (Service+quality+incomes-profitability).
Secondary - To enhance customer brand´s perception.
Goals - To stablish tha basis for a best practices program.
- Identify the guardians of excellence.
- Reward those that outperform providing brand experience.

44. PASION Challenges
Breaking
How to up with
impact on Behaviour the past
Shopper generating a
whole new
idea of brand
experience

45. PASION
MOVISTAR
Solutions
Business case

46. PASION Solutions
We define
quality of
experience at
the retail level
as the
combination of
four factors

47. PASION Solutions
(L)
Location
We define
quality of
experience at (EXH)
Brand exhibition
the retail level
as the
combination of (HF)
four factors The human factor
(O)
The offering

48. PASION
MOVISTAR
Implementation
Business case

49. We cover the entire
argentine territory
More than
visiting every single
1000 points
were mapped point of sale at least 4
across the times a year
country
We used
mistery shoppers
aimed with a
hidden camera

50. PASION
MOVISTAR
Deliverables
Business case

51. PASION The experience algorythm
RETAIL BXP index = a x L + b x EXH + c x HF + d x O

52. NEA= 5,40
Retail BXP NOA=5,35
index per
region
Litoral= 5,65
Centro = 6,50
Cuyo = 6,35
Patagonia= 4,95
AMBA = 6.75
Atlantica=6,03

53. PASION
MOVISTAR
The platform
Business case

54. The plataform: Portal de nuestro sistema de carga

55. The plataform: TradeScan Pasión Movistar 2011
http://pasionmovistar.tradescan.com.ar

56. The plataform: TradeScan Pasión Movistar 2011
Filters &
search
engine
Clusterized
base

57. The plataform: Videos gallery
Access to
visit
records

58. The plataform: BXP evolution for certain PDV

59. The plataform: Ranking

60. The Future
& The Challenges

61. To get further than ever into peoples heart providing
unique, personalized and memorable experiences.

62. In a real one to one world
this will become mandatory
unique personalized memorable
experiences experiences experiences

63. Thank you!