bakers.createToolsToolbox.JourneyCustomerthathappy ankarsrum.com NEWS
BEHAVIOURCONSUMERDESCRIPTION Our CustomerAWARENESSTRIGGER/Journey.
• Start using the product, unboxing – the important first impressions.
• Start experience the products and everything offered around it.
• First meetings with the brand/product. This is the time to shine if you want to make a good first impression!
• Compare competitors and evaluate alternatives.
• Create a desire of need to have.
• The consumers are now using the product to address their needs. The better the results and experience they get with the product, the more likely they will buy again and recommend further.
LOYALTY
• Considering factors like price vs value.
• When the consumer starts evaluating solutions for their need. During this phase, you strive to convince potential consumers to include you as an available option.
• Your product will most likely be considered alongside others, so make sure every impression you make counts!
• Inspire and make sure the products are used often.
• The consumer search for more information.
• The consumer makes the purchase.
• The consumer decides what they want to have.
• They can also begin to engage with the brand more regular on social media/forums.
• At this point, you already have a new consumer – Congratulations!
• In this phase you need to keep the consumers happy and build the relationship with excellent customer service and communication.
• Create curiosity, wanting to know more about the product/brand.
• When a consumer first become aware of the brand. Or the point when the consumer become aware of a need they want to fulfill.
CONSIDERATION/PURCHASE EXCEEDFULFILLMENT/EXPECTATIONS
AWARENESSTRIGGER/ EXPECTATIONSFULFILLMENT/EXCEEDCONSIDERATION/PURCHASE LOYALTY Our Customer Journey.
Our Assortment with Unique Selling Points.
The Marketing Portal for Distributors and Retailers. MARKETINGPORTAL NEWS ankarsrum.com CONCEPTSTOREMASTERCLASS PACKAGINGKUNDOQ&ALAUNCHMATERIAL MANUALSERVICE EDUCATIONMATERIALANKARSRUMSUPPORTONLINESTORECONCEPT ANKARSRUM.COM CALENDARMONTHLYSOCIALMEDIA EXPERIENCEUNBOXING&PHOTOSVIDEOS GLOBALMEDIASOCIAL
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Printed ads Purpose: Spreading the word of Ankarsrum. • Banners Purpose: Spreading the word of Ankarsrum. • Newsletters to consumers (trough warranty registration) Purpose: Possibility to get in touch with your customer – Sales opportunity & Loyalty. • Newsletters for retailers to send to their consumers Purpose: Possibility to get in touch with your consumers – Sales opportunity & Loyalty. Set up a meeting with your point of contact to discuss what can be done and how we can support you on your market. Ankarsrum Support. AWARENESSTRIGGER/ EXCEEDFULFILLMENT/EXPECTATIONSCONSIDERATION/PURCHASE LOYALTY AWARENESSTRIGGER/ EXCEEDFULFILLMENT/EXPECTATIONSCONSIDERATION/PURCHASE LOYALTY AWARENESSTRIGGER/ EXCEEDFULFILLMENT/EXPECTATIONSCONSIDERATION/PURCHASE LOYALTY AWARENESSTRIGGER/ EXCEEDFULFILLMENT/EXPECTATIONSCONSIDERATION/PURCHASE LOYALTY AWARENESSTRIGGER/ EXCEEDFULFILLMENT/EXPECTATIONSCONSIDERATION/PURCHASE LOYALTY AWARENESSTRIGGER/ EXCEEDFULFILLMENT/EXPECTATIONSCONSIDERATION/PURCHASE LOYALTY IMPLEMENTATIONWe are here for you!
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Social media advertising Purpose: Spreading the word of Ankarsrum.
Description We are here for you. We offer you support and we customize material for you. Support for you and its purpose
SEO on Ankarsrum.com Purpose: Getting better results on Google – Visibility is key. Increase traffic to web page – Drive sales.
Notes.
Purpose
Translate the presentation material for store concept and present it to your retailers! So that Ankarsrum get the place it deserves - in the spotlight.
Store Concept.
• Dedicated space in the stores
• Help for consumers and retail staff
• Display and present Ankarsrum and its strengths
Description
• Higher the conversion rate
EXCEEDFULFILLMENT/EXPECTATIONSCONSIDERATION/PURCHASE LOYALTY Increase sales! IMPLEMENTATION Don´t
• Brand recognition
Don´t put Ankarsrum in the corner! For presenting Ankarsrum in physical stores. Store modules for shelfs, tables and window displays. Each module have a communication sign informing about Ankarsrum. Store concept presentation is available on marketing portal.
AWARENESSTRIGGER/ put Ankarsrum in the corner!
Notes.
Translate to local Language, update your website and send it to you retailers! All sales channels must be up to date in order to sell like crazy.
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Contains
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Purpose • Common way of how we present Ankarsrum – Brand recognition
Color suitableUSPDescriptionAR-functiondescriptionsymbolUSPsshortsummaryBlockforAR-function.Descriptionandimageofproductinkitchen.ofeachinlongertextwithimage.Video.Recommended:UnboxingvideoAWARENESSTRIGGER/ EXCEEDFULFILLMENT/EXPECTATIONSCONSIDERATION/PURCHASE LOYALTY IMPLEMENTATION
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Sell like crazy! A library of material to use for building a website and webshop for Ankarsrum. pictures, videos, copy, landing page mock-ups, and Distributed on request from Ankarsrum. Available in the marketing portal.
Increase the conversion rate Description
Secure the level of presence at our retailers websites
Encourage full assortment
Sell
technical information manuals.
Online Store Concept.
like crazy!
Notes.
Description Bring your followers up! A social media content that is sent out every month by mail. Uploaded in the marketing portal. Contains material including pictures, videos, recipes, stories and copy. Season-inspired. For you and your retailers to use! Purpose • Active/up-to-date social media channels in all markets • Common way of how we present Ankarsrum – Brand recognition • Channel for inspiration • Prepared to be shared by retailer –Reach big audience • Drive traffic to website – Drive sales • Use for ads Add people in your organization that should receive this calendar. E-mail: followed!Becauselocalmarknad@ankarsrum.comSendsendTranslatemarknad@ankarsrum.comtoyourlocallanguageandittoyourretailers!translationofrecipestotohaveyourankarsrum.comupdated.whodoesn´tlovetobe Social Media Monthly Calendar. AWARENESSTRIGGER/ EXCEEDFULFILLMENT/EXPECTATIONSCONSIDERATION/PURCHASE LOYALTY IMPLEMENTATION Bring your followers up!
Notes.
• sales staff
Higher
Purpose
EXCEEDFULFILLMENT/EXPECTATIONSCONSIDERATION/PURCHASE
LOYALTY sales!
Excellent
Professional
Become a pro! Use our digital education material on how to sell Ankarsrum. Includes headlines: Why a kitchen machine?, Why Ankarsrum?, What’s included and the possibilities with the product. Ends with quiz questions about Ankarsrum - Will you pass the test?
AWARENESSTRIGGER/
Education Material.
• customer service
Translate to local language so that you and your retailers are real Ankarsrum pro’s!
Description
Increase
IMPLEMENTATION
Become a pro!
• the knowledge of Ankarsrum Assortment
Notes.
Description Let´s get loud! For every launch, campaign and bundle we send out a complete launch packaging material for you and your retailers to use. Including: Images, videos, press/news release, texts to use and suitable recipes. Purpose • Common way of how we present – Brand recognition • Create PR and attention – Visibility • Show all possibilities – Drive Sales • Easy to apply on your market – Effective process • Activation package to send forward to retailers - Visibility For customized material please get in touch maximumandAndmarknad@ankarsrum.com.withdon´tforget–enlightenengageyourretailersforvalue! Launch Packaging Material.NEWS AWARENESSTRIGGER/ EXCEEDFULFILLMENT/EXPECTATIONSCONSIDERATION/PURCHASE LOYALTY IMPLEMENTATION Let´s get loud!
Notes.
To add a Kundo forum for your market the cost is approx. 1500 SEK/a month. Email info@ankarsrum.com to learn more.
IMPLEMENTATION
We have the answers - all day, every day
LOYALTY
Make your customer service even better! Leave no questions unanswered! In Kundo your customers and future consumers get the chance to both search for answer to/or ask their questions 24/7. There is also a possibility to add a chat function on your website.
EXCEEDFULFILLMENT/EXPECTATIONSCONSIDERATION/PURCHASE
• Effectiveness - Don´t answer same question twice
• Costumer service is always available
We already have a file with lots of questions and answers for you to get started with your Kundo Forum. You translate – We add them to your forum. Let´s start giving excellent customer service 24/7!
Purpose
Description
Excellent customer service 24/7
AWARENESSTRIGGER/
Kundo (Q&A).
• Facilitate for the consumers
• Search Optimization - Visibility
Notes.
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Common way of how we present Ankarsrum – Brand recognition
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Show our full product range • Inspire and engage the visitors • Spreading knowledge about Ankarsrum & baking in general • Costumer support - Get started Email info@ankarsrum.com to add your market on Ankarsrum.com. It is also possible to add a webshop solution where orders and invoicing is handled directly by you. We have more than 1.5 million visitors on Ankarsrum.com in total. Don´t miss the possibility to reach the visitors on your market! Ankarsrum.comankarsrum.com AWARENESSTRIGGER/ EXCEEDFULFILLMENT/EXPECTATIONSCONSIDERATION/PURCHASE LOYALTY IMPLEMENTATION Hand in hand - Forever
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Building the brand globally - Brand recognition
Description Hand in hand – forever! The official website for the Ankarsrum brand. Including: Presentation of the brand, product range, USPs, storytelling, education material, support, recipes and on some markets also webshop solution. Purpose
Notes.
Include in newsletters to end users who bought a machine Let´s create baking kings and queens all over the world! Master Class.
To educate internally/the sales organization
Purpose
Hello to all
kings & queens outhere
and
EXCEEDFULFILLMENT/EXPECTATIONS
To educate
Description
outhere!
IMPLEMENTATION baking
Translate
retailers
»
CONSIDERATION/PURCHASE LOYALTY
»
Hello to all baking kings and queens Education get started with your Ankarsrum machine. Available on YouTube in the marketing portal.
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»
AWARENESSTRIGGER/
To create happy users!
To educate the consumer
Upload it on your local websites
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Send to retailers
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to local language in subtitles or voice-over.
• the
videos to
Notes.
Purpose • Help the consumers getting started • Exceed expectations • Inspire to usage • Drive sales of accessories • Creating Loyalty • Creating happy users! • Building our consumer database Description Exceed expectations! An unboxing experience is a process of taking a product out of its packaging. It’s all the feelings and emotions that you go through from the moment that order arrives at your door to the moment you hold or use the actual product for the first time. Ankarsrums unboxing experience includes: Manual, Warranty sheet, Quick Guide, Recipe book and of course the star itself! We are always working on improving the Unboxing LetExperience.usknow if you have any suggestions on how we can exceed expectations! Unboxing Experience. AWARENESSTRIGGER/ EXCEEDFULFILLMENT/EXPECTATIONSCONSIDERATION/PURCHASE LOYALTY IMPLEMENTATION Exceed expectations!
Notes.
Purpose • Extend the usage of the machine • Great customer service • Well-educated staff • Create loyalty and trust • Long lasting machine - Environmentally friendly Description Let Ankarsrum go on and on! The service manual is a guide and support in how to repair an Ankarsrum Assistent Original. It contains how to change the circuit board, motor, gearbox and more. Translate to local language to make it even more accessible to the repair center. Make sure all retailers know where to send Ankarsrum for service. Service Manual. AWARENESSTRIGGER/ EXCEEDFULFILLMENT/EXPECTATIONSCONSIDERATION/PURCHASE LOYALTY IMPLEMENTATION Let Ankarsrum go on and on
Notes.
Description We have a lot of material – and we mean a lot! We have images and videos for you to use on your website, social media, advertising, brochures. Use this material and send it forward and support your retailers. Purpose • Stay up to date – Create interest and reach • Common way of how we present Ankarsrum – Brand recognition • Seasonal communication and inspiration – Higher engagement & Usability • Activate and support retailers - Visibility and awareness • Help and support – Happy users Go to the Marketing Portal to find our material or email to info@ankarsrum.com if you can´t find what you are looking for. And don´t forget – enlighten and engage your retailers for maximum value! Photos & Videos.
AWARENESSTRIGGER/
EXCEEDFULFILLMENT/EXPECTATIONSCONSIDERATION/PURCHASE LOYALTY IMPLEMENTATION We have a lot of material for you to use – and we mean a lot!
Notes.
Let´s globalise!
On the global YouTube we have a lot of different videos that can be useful for you, your retailers - and of course your consumers. We recommend to link to these videos on your website or on your social media.
IMPLEMENTATION
Let´s reach out around the globe!
Description
• Inspiration and knowledge – Happy users
Purpose
Global Social Media.
Let´s globalise! We have global accounts for Ankarsrum on all social media. On these accounts we publish everything from inspiration, tips, recipes, storytelling, instructional videos. Including: Instagram, Pinterest, TikTok and Youtube.
• Getting to know the brand - Brand awareness globally
AWARENESSTRIGGER/
EXCEEDFULFILLMENT/EXPECTATIONSCONSIDERATION/PURCHASE LOYALTY
• Community – Higher engagement
Notes.