Lexden is a strategic marketing agency specialising in customer value propositions. This deck will provide you with a clear direction for creating compelling value propositions which win the minds of the business and the hearts of then customer.

2. WE WORK WITH BRANDS TO CREATE A COMPETITIVE AND COMMERCIAL EDGE THROUGH CUSTOMER MARKETING STRATEGIES & ACTIVITIES
COMMERCIAL EDGE
YOU?

3. WE HELP CLIENTS REALISE THE POTENTIAL OF PUTTING CUSTOMERS AT THE HEART OF THEIR BUSINESS
We achieve this by through our ‘What Matters Most’ customer strategy solutions
CUSTOMERS AT THE HEART

4. LEXDEN’S PROPOSITION DEVELOPMENT MODEL
PROPOSITION EVALUATION
Business & Brand Potential
Crystallise customer opportunity
Creating a Compelling proposition
Bringing it all to Life

5. Creative forward thinking
Build propositions which demonstrate a deep appreciation of customer, brand and market opportunities
Commercial alertness
Frame against the commercial and business requirements of the prospect
Competitive distinction
Integrate your brand assets advantageously to all
Memorable
Package in a format which excites, connects with the commercials and creates confidence in delivery capabilities
What this should deliver

6. 1. Crystallising the customer opportunity
2. Business & brand potential
3. Creating a compelling proposition
5. Bringing it all to life
4. Proposition
Evaluation
Bridging the gap to compelling propositions

7. OUTPUT: Understand composition, life goals & motivations of primary audience types Understand key influences on decision making Understand typical role and relationship with their brand Understand what influences choice Understand needs not addressed Understand where connection, consideration and conviction moments occur Understand their relationship with money and how it impacts payment habits
PURPOSE: Understanding the opportunity for fulfilment or improvement in the customer’s life

8. OUTPUT: Better understanding of the territories the brand believably occupies
Scope for stretch of the business and the brand into the payment world
Business priorities and strategic imperatives
Challenges the sector and specifically the business need to address
‘Hot topics’ of relevance to the brand and key stakeholders
PURPOSE: Understand how the business capabilities and advantages can be exploited

9. OUTPUT: Developed ‘customer territories’ based on stage 1 & 2 findings
Visa impact alignment
Developed customer propositions to meet these needs
To include Visa products, services, assets & partnerships
PURPOSE: Create compelling propositions to leverage the brand advantage and fulfil the opportunity

10. OUTPUT: Customer appetite quantification
Market scarcity indication
Business advantage for stakeholders involved
Proposition viability assessment
Proposition ‘example’ profitability model
Success criteria defined
PURPOSE: Ensure the proposition fulfils key customer appeal, commercial and operational requirements

11. OUTPUT: Develop a marketing strategy to launch and establish the proposition launch
Worked through customer journey maps
Creative development of card art, launch campaign and marketing materials Employee launch programme Ancillary partner appointment where relationships do not exist
PURPOSE: Development of marketing activation materials to bring the proposition to life

12. FOR MORE INFORMATION ON HOW WE COULD HELP YOU BUSINESS BUILD COMPELLING CUSTOMER VALUE PROPOSITIONS CONTACT CHRISTOPHERBROOKS@LEXDENGROUP.COM 0044 7968 316548
Lexden Ltd. Registered in England Number: 06290644 | VAT Registration Number: 926725700 | www.lexdengroup.com
Elizabeth House, York Road, London, SE1 7NR | The Courtyard, Wind Hill, Bishops Stortford, CM23 2ND
Contact christopherbrooks@lexdengroup.com | 07968 316548 for more details