Best Customer Management Strategies

1. Best Customer Management Strategies Debashish Guha CEO & Creative Director Insta Exhibitions

2. Strategies • No Business can happen without a strategy • When you plan to pitch for a project – you are strategising • If you are thinking before venturing into a design - you are strategising • When the BD presents the design to the customer – the BD is strategising But you can not strategize without knowing the customer – this is the Key

4. Always have a 360 Approach

5. The area of my topic is ‘The Customer’

6. All Customers are Intelligent – may be they aren't Aware

7. All Customers are Intelligent – may be they aren't Aware • They know their Products/ Services/ Organisation – Better • They know their End Users – Better • They know what they are trying to achieve through this exercise – Better What they don’t know is – ‘How to communicate through a 3D space’ We must probe and question to understand them – Help them Communicate Right.

8. For Customers, a Brand is an Experience Every marketing message consumers see or hear creates an impression of what the brand stands for — its image. Every interaction with a product or its maker provides tangible proof of the real value the brand delivers — its action.

9. Make them aware An Exhibit has the potential to combine the Brand Image with the Brand Action to provide a 3 Dimensional Brand Experience

10. Make them aware This is achieved by translating the sum total of the Personality of their Organization : brand positioning brand image core brand values corporate vision core offering into components of YOUR Exhibit Design : Form, Scale, Geometry, Material Usage, Color, Texture, Illumination, Graphical Elements, etc.

11. Always share case studies

13. Core Brand Values Performance Powerful Sporty Stylish Image Heritage

14. One of the worlds leading automobile manufacturer and the largest car maker in Europe

15. Lets see how the Brand Values of Volkswagen translate to its Exhibit Space …

18. The Volkswagen Exhibit Space at the Frankfurt Auto Show

20. The space operates out of imposing scale, communicating the sheer magnitude and extent of Volkswagen Ordered Parallelism and contoured straight lines across levels convey Dynamism and Power

22. The sleek forms and classy finishes convey the Sporty and Stylish Persona of Brand Volkswagen Performance and Engineering are communicated through the ultra-premium quality of materials and construction

27. The key is to establish an objective … Purpose Perceived Value of the Brand Desired Personality of the Space Underlined Message Positioning Understanding the Target Audience Take Away for the Target Audience

28. Transparency!

29. The customer is skeptic • Share with the customer what is Vital for their successes • Customer shares physical needs – you need to share conceptual and strategic needs • Customer is unaware – make them aware (an aware customer is an easy customer) • Make the customer aware of the regulations – this impacts your design the most • Share your constrains • Does and don'ts • Never promise more than what can be delivered MORE THAN CONVERTING – RETAINING IS IMPORTANT

30. Desperation !

31. Desperation • Price makes or breaks a deal • We retain our customers because of our relationships • This customer will always remain with us • Do only what the customer tells you to do Most common myths

32. What is the customer looking for? • How do I stand out in that mêlée • Solutions which will enable me to achieve my target • Is my brand being perceived right • Promised deliveries • ROI • Pease of mind

33. Don’t forget – its make or break for them

34. Any Questions ?

35. Thank You