"You need to introduce your organization to the Self Service Portal just like you would introduce a new product to the consumers’ market.” International Marketer Ron van Haasteren explains the need for clear goals, personas and marketing plans for this introduction. Before, during and after going live

1. Promote you Self-service
Portal to perfection
Ron van Haasteren

2. Ron van Haasteren
International Marketer
Product Owner at Communications
Former Consultant

4. Marketing for dummies
Marketing 101

5. Marketing 101
Marketing is: everything a company does to improve
the sales of their product and/or services.

6. Marketing 101
Marketing is: everything a company does to improve
the sales of their product and/or services.
Marketing is: everything departments do to improve
the use of the Self-service portal.

7. Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating campaigns
Step 5: Keeping the customer

8. Let’s take an example
A great example

10. BBC

12. B B C
· Brilliant Bag Carrier

13. Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating campaigns
Step 5: Keeping the customer

14. Have a clear target
Within a week, everyone in Denmark is using the BBC.

15. Have a clear target
Within a week, everyone in the UK is using the BBC.
Within six months, 50 percent of bag carriers in
Denmark are using the BBC.

16. Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer

17. What is the market?
· People who shop a lot
· People who go food shopping
· People who have money to spend
· People aged between 25 and 60

18. Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer

19. Who are in the market?
Create your personas.

20. Annabel
· Shopaholic
· Lives in the shopping centre
· Carries on average 9 bags every Saturday

21. Claire
· Single mum
· Going food shopping is tough enough for her
· Meets lot of like-minded women at her
childrens’ school

22. Malcolm
· Loves his wife big time
· Prefers to spend Saturday on the couch
drinking beer
· Gets dragged to the high street quite
often
· Carries her bags out of love

23. Jacob
· Hipster
· Carries only recycled bags
· May be in pain, but you won’t see
it due to his beard

24. Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer

25. Create campaigns
· Plural!
· One poster is not enough
· Four personas = at least four types of campaigns

26. Brand awareness
· BBC – blimp
· BBC – big band

27. Annabel
· Shopping centres
· Fancy look and feel
· Muscled men could carry her bags for
15 minutes after purchasing the BBC
· #BBC #NoFilter #PainGoAway

28. Claire
· Promotion at the playground
· Reward Claire for recommending the BBC
· Discount at supermarkets

29. Malcolm
· Approach him with relatable people
· Located near department stores
· Keep it plain and simple

30. Jacob
· At the barber
· Eco-friendly commercials
· Creating a statement

31. Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer

32. Retainment
Plan
DoCheck
Act

33. But now…
The Self-service Portal

34. What are the similarities?
· Good idea
· New or renewed

35. Self-Service Portal
· Service Catalogue
· You can be a bit creative...

38. Marketing 101
Marketing is: everything a company does to improve
the sales of their product and/or services.
Marketing is: everything departments do to improve
the use of the Self-Service Portal (SSP).

39. Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer

40. Have a clear target
100 percent of calls are logged via the Self-Service
Portal.

41. Have a clear target
100 percent of calls are logged via the Self-Service
Portal.
Within 6 months, the amount of calls logged through
the Self-Service Portal increases by 20 percent.

42. Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer

43. What is the market?
· All departments
· Working employees/colleagues
· Support mechanism for the organisation’s primary
purpose

44. Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer

45. Personas
· Who are your Annabel, Claire, Malcolm and Jacobs?

46. Anita
· The person who knows everything
· An influencer
· A good ambassador

47. Mike
· Doesn’t like change
· A silent protester
· Seldom leaves his desk

48. Chris
· On the road a lot
· Doesn’t care about changes
· Lack of motivation for the SSP

49. Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campacs
Step 5: Keeping the customer

50. Brand Awareness
· Name is important:
· Self-service portal
· TOPdesk

51. Brand Awareness
· Real-life example: FIX

52. Before During Go live Afterwards

53. Before
· Changes, resistance

54. Before During Go live Afterwards

55. During
· Feedback group
· Testing, controlling, adjusting

56. Before During Go live Afterwards

57. Go live
· Big gathering
· Posters
· Cake
· Leaflet/desk triangles

58. Less obvious promotions

59. Marketing 101
Step 1: Clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Create Campaigns
Step 5: Keeping the customer

60. Before During Go live Afterwards

61. Keeping the customer
Plan
DoCheck
Act

62. And then …
· Staying alive
· Monitoring
· Improving
· Drop-in sessions

63. The TOPdesk Champion
· Ensuring the SSP is ‘fit for purpose’
· Innovation
· Up-to-date
· Communication

64. Conclusion
· Self-service portal needs to be sold
· Make your market visible
· Different communication channels for different
personas
· Involve people with the development
· Assign a TOPdesk Self-Service Portal champion

65. Questions?

66. View this presentation online
www.slideshare.net/TOPdesk