Is EVP Redundant?

HOW DO

PEOPLE MAKE

PURCHASING

DECISIONS ?

So does the head lead the heart?

or heart lead the head?

SAME, SAME BUT DIFFERENT

LETS TALK ABOUT EVP? What will you remember?

https://www.youtube.com/watch?v=_KTfyr

TTey8

https://www.youtube.com/watch?v=_KTfyrTTey8

What Will you Remember?

Vodafone & Nike strategy with

these ads? • Emotional engagement

• Tapping into intrinsic motivators and desires. Vodafone:

life’s better together, stay connected. Nike: You can

achieve your dreams through hard work

• Vodafone & Nike know that emotional engagement =

market share

• What about the experience – do they want us to have an

experience of what its like to use their products and

services?

LET’S TALK

ABOUT EVP?

What are the

problems with

EVP?

Speed of Change Speed of change?

Markets change?

Candidates change?

Our businesses change?

One company - different

People?

One EVP to rule

them all?

SO WHAT IS

OUR ROLE?

What’s our role? We try to create

relationships

In a relationship

there’s initial

attraction, then a

commitment after

a deeper

connection

• Our job is to create the framework to

speed up that deeper connection

• Because time kills deals

How will people know what its like to work here?

• Through deep understanding of our markets – intrinsic motivations,

passions, interests

• Through deep understanding how they want to engage with us....

• We know marketing techniques and channels to enable it

We create an immersive brand experience

Why? • Because as marketers know – emotional

engagement = competitive advantage Because as marketers know

Emotional engagement x immersive brand experience = competitive advantage

CA = (e i2)

Create memorable Experiences

https://www.youtube.com/watch?v=M5A25ljxPuU

Q&A