#31: How to Work the Magic of Experience Marketing in Land Rover?
56:50 Share

And more importantly, so the, what do we say, the business owners, what do they focus on? We care if we buy a car, right?

I think let's take just a simple analysis like what's the steps for you to make the decision when you try to purchase something. I found this online so usually like if you need to buy a bottle of water you search online you can watch you can see the demo or the pictures online and then

Potentially, if you are not really comfortable with the thing to purchase online directly, you may walk into a store and try it on. And then you put it in the shopping cart, pay with your credit card or pay with your other tools, and then you take it home.

And what's more than that, like Amazon, like Jindong or Taobao, they provide you the experience. You can call their customer experience or customer service, or you can write a review if you like it or not. Now it's like crowdsourcing all the information. So it's interesting how different people look at the experience. From a marketer perspective, okay.

Okay, that's not bad. So experience. I found this paper online today actually. Like why we think experiential marketing is important. Like every little thing you do when you buy a bottle of water, that's connection with the customer. Like in the store, it's the information online and the review you write on those products and everything is a tiny experience.

And when you are experiencing all this, the business owners and the web owners, they are collecting your data as well. So it's more like real-time data you are inputting for Amazon, for JDOM, for other websites.

Think locally, like logos, like shoppers, you collect all the data straight, like when they're shopping online, and directly from different websites as well. So the experiential marketing provides you a more vivid view of your customer. It's not a single purchase anymore, it's a vivid person. So when marketers look at your

journey, we usually dissect them into several parts. It's just one version of dive deep into to look at the customer experience. High-level wise, we will call them awareness, awareness, consideration, purchase, retention, and advocacy. Why do we look at this way? Awareness.

Would you buy any product if you don't know it at all? Or would you buy it if you haven't heard of it? So let's say one reason, like Canada.

Everyone purchase from Lobo, right? So because everyone knows about like Lobo is the place that has the like many grocery store in Canada and that's the place you go to. Would you go to a corner, the street corner store which you have never heard of? You probably gonna start question yourself. Do they sell quality product or do they do decent things? Do they do like correct business? So if you haven't heard of them,

you are not aware of the brand of the product, it's stopping you to buy them. So, when, so, monitors focus a lot on awareness feedback as well.

Once you are aware of some product, you will consider it when you need it or you don't need. Sometimes you purchase things you don't need. That's the trick marketers try to do. So consideration is like when you... So talk about fashion, for example, like fashion products.

The reason we have so many influencers or key opinion leaders, like in China we call them "wang hong" We look at their profile, this is what they wear, this is what color skin they use, this is the half of the jewelry they use. So those information could influence your position when you consider some product. When you consider

to buy or not to buy. So those things, information. If someone you really hate post the product online, you may, that might totally screw up your, like the, you're gonna empty your shopping cart for sure online. That's someone I hate is working the same product. I don't want to do that. So that's a part. And then

When you start considering and something else, some information help you to make that decision, you enter the purchase process. Online shopping could be easy. It's just one click and putting the shopping cart, checkout, and you finish your purchase. But break that down to several steps as well. So think about when you choose the quantity, you choose the size you need, put it in the shopping cart.

And also when you are painting,

for the product, you need to key in your credit card information, process to payment. Those are tiny, tiny stops in the purchase process. So things in there could influence your decision as well. When we move to retention and advocacy, the retention could be like, will you buy again the same product? Are you coming back to the website? Did you have a good experience when you were buying the product?

When you come back or when you stay with the community, that's like an invitation. Advocacy, from a marketing perspective, we are trying to tell the stories of a successful purchaser. We want to tell, it's more like the old timey point of Word and Bond. So we want to advocate the stories, the successful experience and also the

in order to build up the brand image in the future. So this is more technical. There's another professor I took, the professor course I took from Robin. I like the way he interprets the customer journey. So looking from here, I guess it might be hard to read from the back. So--

He broke down the customer journey from a behavior perspective. When you are trying to sell someone something, first you need to create a desire.

Desirability is something you first need to create for someone. For example, today, here, if Eddie wants to sell water to everyone,

He's going to turn off the heating, register the furnace. It will be super hot here and create a desire for everyone to drink water to cool down, right? So that's the same thing when you're buying a piece of clothes, when you're buying shoes. Every business owner-- Oh, thank you. I was trying to give you the idea. It's really hot. So yeah, so everyone is trying to--

create a designer, a desire for someone to buy things for you to spend money and or for you to contribute your time to. And when you create a desire, you create a goal associated with that. If that's not how I

It might be hard to explain because he spent three months teaching us this, just this slide. And associated with this slide, there are 200 other slides to explain this. But it's a really interesting thing. So then you create a motivation. So if you create a huge desire, OK, the desire for normally people will say,

their desire is to have a better life, better social status. That's more like high-level desire. And the small goals like I'm going to buy a luxury car, I'm going to go to Harvard, I'm going to do something cool. Those are the high-level goals. Then you need to create a small motivation for you to... every small motivation to go to achieve your goals.

Then for those things to happen, you need to have a medium for those behaviors to happen. For example, if you-- how can I give you this?

I'll skip this part. You need to have a medium for you to generate those behaviors. When you have a behavior pattern, you will turn it into actions. You can create some relationships, create some business activities.

There will be relationship created, you will collect all the satisfaction or value associated with this. So he interprets the customer journey in a behavioral way, from desire into

into actions, desire, awareness. Awareness is somewhere built up in motivation and medium-sized part and then turn into action. And you will have an action loop, looping back to your desire as well. So every action will have a sort of result, give you some outcome for you to, that will impact your second

second motivation, second action. So it's a loop, it's people with me. Okay, so I think we talked about theory all of the things all the time. Now I want to talk about, since I worked for the Jaguar Land Rover for five years, I'm an experiential marketer, so I'm going to talk a little bit about Jaguar and Land Rover. These, well, we always put them together because it's one business.

But these two brands are totally different brands. The people who drive the car, or even the Poyce family drive those. But it's totally different spirit. So imagine a person is driving Land Rover. It's very adventurous, very--

love to drive the big cars, masculine. There's more like a brand image associated with this. And Jaguar is more-- for ladies side, it's more elegant. It's royal family, and it's a sport car, so it's very powerful on race tracks. So it's very different. And we spent years trying to create something

some sort of customer experience or customer desire for us to sell both cars. It's a tough thing. So this is the image we usually use. So has anyone seen anything like this before? Apart from marketers. Right, okay. So parameter is what we use to

describe the strategy for Jack Hill and Land Rover experience. The reason we have a perimeter here, you can see here, it's like two cars. I don't know if you can see the picture clearly, but I have more images of it. So these three layers represents the three laid up

three layers of marketing strategy we developed for the global clients. The foundation of the pyramid represents a larger volume of actions we do as well. So take Javion for example.

On the digital side, it's more mass media, mass marketing. So raise awareness about, for everyone to know about Jaguar, Jaguar's performance, vehicle features. And we give, on all

On the offline side, we develop a lot of experiential trial events. You can drive the car for 10-15 minutes or half an hour just to get some kind of a flavor of the vehicle performance and the touch and feel of the vehicle. The second layer is the

We narrow down the target audience for those people who can afford the vehicles, who are more likely to buy the vehicles. We invite them to special events. We create special experience centers to cater all the customers around the globe.

Also, this is more target communication as well. Like if you promote

Let's say for example, we featured a lot of stories on the Queen's family using Jaguar vehicles on small scale on special occasions and specifically target the customer I just described like the container-forward vehicle who has the emotional attachment with the social status.

So that's like a second layer and it's like smaller amount and the upper top of the pyramid is we call iconic. Iconic promotion so for event side it's more iconic brand, iconic event. So for example like we say Jaguar doesn't do Formula One but Jaguar does a lot of

If you feel familiar with Le Mans 24 hours, Formula E, the extra vehicle tours, those events, it's not only for the racers, it's also for some VIP guests as well. For you to experience the ultimate vehicle performance on that side.

This will be on digital side. It will be feature stories as well. Later on I will show you more about like how to make the experience feature story. So that I think because due to the time limitation, I chose a lot of

Land Rover stuff to represent the brand strategy. The same thing, like I just described about Jaguar, the same thing, like Land Rover is the same thing when we're building the foundation, building the awareness, we try to develop a lot of mass media digital content and give everyone a small touch and feel experience about the

about the vehicles, about the features of the vehicles. And there are, for the Prolant River side, we have 53 experience centers around the world to deliver different kind of

driving experience and also we have experiential events like expedition tours around the world. There are a lot of future stories to broadcast to the mass media on adventure trips, sorry, the experience, special experience.

And the top part of the pyramid is the iconic adventurer's tour. I will show you a few more examples. It's more an adventure tour. For example, if you drive a little over to Africa for two months, so you drive a little over to the rainforest in Malaysia for a week or so, and also some

Due to the premium brand, both of the brands are associated with the Royal Family. So there are a lot of connections with the British social status. So there are experiences, the ultimate luxury and premium experience you can have in one of the oldest castles in the UK. Either you are a brand, you are a gentleman client or you are a landowner client.

Any question for that? Actually, Jaga and Land Rover is a different brand or is it the same brand? It's totally different brand. Yeah, that's what I'm saying. Different team, but I work on both. Because you put together, make me confused. Jaga Land Rover, so that's what I'm reading. That's a company name. Oh, okay. Jaga Land Rover is a company. The best commercial is 007, right? In 007, yeah.

We actually sponsor both. So the bad guys always drive Red Horses. Yeah, the good guys have the... If you notice, they usually have one car as a hero car, as an automatic. And the other car for the VIP guests, it will be a Jaguar XJ. So usually it's like this.

Well, I don't know why, so the like, Dreadnoughts are icons as

bad-ass car. As you want. Yeah. So talking about marketing experience, what I understand from this paradigm meaning is that the top is ironic image to provide for example ordinary people's kind of a design for this product. Media is kind of you have many experience center then we can try right?

What's the fundamental one you're talking about? It's kind of how to say the marketing, just the information? What's the exact experience that you provided? Okay, yeah, so I have a few videos attached. I'll show you a bit more. So take Land Rover for example, like what's here, right?

This is for mass media, everyone. This is for everyone. So Canada, Toronto, we used to deliver a lot of auto shows.

There are usually small booths set up on special experience. Apart from where the stage, they just put the cars there. They're usually small booths. You can have interaction with the car. Like they have VR or AR, the Google, so you can put it on. You can experience the actual driving, the simulation. And also another one like...

Every year we do this. We put up several cars at small driving area near like at the Sherry Garden or by the airport or by the lake. So anyone can sign up for those activities. You can just sign up yourself and just drive the car and it's totally free.

You don't have to spend a penny to participate in these events. And that's more like an offline site. But digital side, there's a lot of like you mentioned, like movies. Movies, there's a lot of sessions like interaction. You can play the games online. You can play-- what else we did? Digital part.

Yeah, usually it's like games and special website that you can... Interaction. Interaction, yeah. So interactive like games, digital experience and also like those things like if we publish on Instagram or Facebook, there are little tiny game you can play with and there are places you can put your information and they're going to invite you to further.

Think about one, for example, if you are someone, for example, you are just a university student, you start to have your first job and there will be some information linked to your Instagram. This is this side, this part. And it will ask you for your email address saying that, do you want to keep here from Land Rover on the driving experience? And then you sign up your email.

And then when those events come, they will send you an email saying that, OK, you are invited to this. Come and register online and choose a date. And then you will be able to participate in these events. And when you go to these events, they will ask you for more information, like we were talking about in the early part on the path, the journey, right? When you go to different locations, you give them more information.

If you leave your email there and you're feeling, "Okay, I have my first job. What's my salary like? What's my household income like?" So they have your information. Now they think, "Okay, you are a target customer. But you haven't walked into any of our retailers yet. Can I invite you to more events?" So there might be a second repetitive event invitation come to the inbox someday.

You say, okay, then you were motivated to see that you raised the awareness, and now you start to consider buying a car. And now you start walking into different retailers to look at different vehicle types. And at that time, they will know the data as well because we collect the data from the retailers.

as well as the competitors. So they will say, "Okay, this person has done quotations, has talked to the retailer for several times, but still hasn't placed an order yet. So what should we do with them?" Let's invite them to the experience centers, different experience, both experience centers.

And you will spend a few hours with the specifically trained instructors who is not setting you a car, just telling you how you can use the vehicle on off-roading, on the racing part.

you're like, yeah, it's your buddy. It's like driving together and playing with you. And yeah, those will be-- so usually this part, the middle level, is the sales conversion rate reached the peak. So invite 100 people here. We have the data of Land Rover Experience Center sales conversion rate. Usually it's around 10% to 15%. So out of 100 guests,

invited to Land Rover Experience Center. 15 of them will place order within six months. Once you become an owner, you will receive invitation to these iconic tours as well. Which doesn't mean it's free. You're going to pay to play with other Land Rover owners. You will pay to

Build up your own network. The community is the same as you. There are tears in this tour as well. Because people who can afford a Range Rover don't really hang out with people who just buy Discovery Sport. So there are tears in that club. I think we have talked so much about what do we do.

There's more images here. Iconic tours for Jaguar. There are ice driving and racing events like those. This one is the... This one is, I think it's a... It's a feathered...

adventure tour, I think. I have a video associated with that. And these are the iconic tours. And these two, it's more experience centers. So in experience center, you drive the Land Rover in the mud, and you can actually play with it.

On the Jaguar side, you drive either on-road or on a small track, not really racing. So that's the Experience Center. And these are the artificial parts, so the man-made articulation and also some other electronic tools to collect your driving performance on the small Land Rover events. And this is a design image of a typical Jaguar Land Rover dual-brand Experience Center.

Sarah can tell you more about the center she has been to. Oh, sorry. So OK. Let's play one video here. Is it working? Is there sound? Is there sound? OK. This is a Land Rover Adventure Trip to .

This is a promotional video. Sorry, it didn't set. OK. You want it? Yeah, the future videos will be all-- can we just take one minute? Sorry, I forgot about that.

Inside there's some drinks. So if you don't mind, take some of these. Oh yeah, grab some drinks. There's some props in the fridge as well. It's all put in the outside. Can you show them? Yeah. And get some snacks.

um

So, I went to Rotterdam and I met a friend from the IDEO. He was a friend of mine. I went to Rotterdam and met a friend of mine.

*music*

These are the driving challenges.

And also the tour is all premium hotels, hospitality services, even in Africa. So how much do they pay? Usually $5,000 to $6,000 per head, per trip. Not including ticket right? Sorry? Only from the... I think tickets are not included.

Those are the tours we do.

This image, you won't be able to see the detail because it's in the internal file. Internally, you can see how Land Rover sees customer experience here. Awareness, because Gemara and Land Rover has been on the market for over 70 years, so awareness is a continuous effort.

for the post-brand field of awareness. So in Expression Marketing, we focus starting from the consider part. Consider the brand, explore a little bit more and select the right model for you to purchase. There are usually some back look for this consumer journey as well. Sometimes you may not like the thing

salespeople recommend it to you, then you go back to consider stage and then something else will attract you back for you to make the purchase decision. And then you take the ownership and you're going to enjoy the car and also the vehicle because you drive and it's basically your living companion. So you drive it and you will maintain the relationship with the vehicle, with the interaction with the brand.

There might be problems, there might be your emotion associated with the brand and vehicle could be up and down sometimes. And there will be like maintaining stage, resolve the problems and renew. So renew is nowadays we focus a lot on the loyalty so when you are

coming to the end of your leasing program, coming to your second family car or your friend's recommendation. So we focus a lot on this one. So this is a tip when you are trying, when your leasing contract is coming to an end, do ask for the most discount for your retailers. They usually have a lot of incentive budget in hand. So internally we have these master files. We have different projects for different sections of the

of the customer journey, we analyzed each part and deliver different either digital plan or social plan or the events or special programs for different sectors. So those previous slides were just high level. Someone asked about, okay, so I need to show you this slide. This is media associated.

Let's start right here. So, like you asked, what do people do on those massing events?

Like what actually do they do? Here on the left, this is Invictus game. It comes to Canada. It came to Canada last year, no, 2017, which is a massive, more like a massive audience event for you to participate and Prince Harry came to it because it's his initiative. And we have a video associated with this so you can actually see what the people do. Just one second.

The Invictus Games is an absolutely giant help for a lot of people who are moving into the city. It was set up beside the distillery district. And the Invictus Games gives you that ability to say, "Right, okay, try." And no matter how many times you get knocked down, you'll get back on. You can sign up and drive the vehicle just for a short while, for 15 minutes. You can interact with the Invictus Games

athletes, you can talk to them, you can talk to the brand people, you can talk to sales. And there are vehicles exhibiting outside of the venue as well, so you can touch and feel. You have multiple degrees of interactions with the vehicle, with the brand, in different aspects.

This is one kind of experiential event that we do.

So this is a, we call it waffle cake. It's actually waffle made of steel. You drive it around and it's all puffy. It's just mimicking the rocky road you've been driving the most. I never thought I'd be involved in anything with waffles in the first stop. But even more so after this. It's just got so much and it's changed so much from our...

So every one can participate no matter who you are.

and usually you have zero participation cost. There are other events associated with this because it's an eventless game so there are opening ceremonies, different games you can go to watch and different interactions with the brand as well. The Jeopardy! Land Rover has been a long-term partnership

sponsoring this event for quite a few years. And remember the pyramid, the middle part, like what is Land Rover Experience Center? I'll show you. This is an experience center in China. So you drive in the back. This is a temporary like, really

You usually pay a couple of hundred dollars for you to play for one to three hours or up to three days. Different level of payment. So it's seen Huzhou, Yanzhejiang in China. So it's all the bamboo forest. There are water features there as well. When you drive up to the hill, it's super beautiful. And this is more like lifestyle. So you can experience the... Oh, there are some videos are not in there.

So this is lifestyle. Those interactions you have with the Land Rover instructors create a special relationship for you to connect with the brand. Top of the pyramid, we saw the Namibia adventure trip. But there are some other top of the pyramid iconic stories to advocate as well.

There's one associated with Canada, which is very... This is published over the 70th anniversary of the brand. I was just finishing up a master's degree. I didn't know what to do next. A little light bulb went on in my brain at the time, saying, "This is what I'm going to do. I'll drive around the world." And then I thought, "I don't want to go alone. Who would I go with?" Nothing to hold me back.

I couldn't think of any excuse not to go, so we went and of course... So these two old gentlemen, they are in their 90s, I think. They did an adventure trip when they were young. So this is a like a recap of their story back in their adventure trip when they were young. And they

one artist, one Canadian artist did a recreation on the original vehicle they drove around the world in, I don't know, 1950 or 60s. So it's one of the greatest things I've ever done. This is the artist who recreated the vehicle. This is the video when they were young. And so we thought, well, let's get it all going. It was good.

Bristol and I sat down one afternoon, I remember, with a school atlas, and we just roughly traced where we would go, and we actually went there. Just looking at the roads, what we're going to have to go through, I thought, what happened? Well, I'm going to.

1957.

Feeling of surprise, feeling of awe, around every corner the whole trip, it was different. Things are always changing. Bristol did all of the driving and I was painting little images that symbolized the different countries around the world. And I really enjoyed painting people. Curiosity is the main driving force I think for a trip like this.

and love of nature and love of geography and love of people. Both of us were tuned in and keyed in. Bristol with his filming and me with my artwork and drawing. And so we were conscious of being in the now and in the present. We had trials that we had to conquer. Times were really stressful. We kept winching the vehicle with stopping the bus. There was never a thought of turning back. Never, absolutely. Vehicles still were struggle because falling back and re-venting the

and the tarp is inside and the small graphic of their places they have been to on the vehicle. It was in my case, and probably yours, one of the greatest senses of freedom I think we've ever had. Definitely. Can't imagine how the world would look in another 70 years. Have to try. This is for the Land Rover's 70th anniversary.

There's a lot to be used It's interesting because those We notice that a lot of our people are really really connected to the brand because I think backing like holy 50 years ago there are not many choices and they they

The brand loyalty in the Western world, in Canada, in the US, in the UK, is much, much higher than China. So yeah, because they love the brand, they kept the connection with the brand. And also, I think they have those-- what do we say? Those passion to recreate some of the art piece of the ancient times. What do we call ancient time? Like decades ago. So recreate the art piece is one of the tradition in Canada as well.

So this is one of the artists, actually they funded themselves, they paid for themselves to buy back the vehicle. They funded on the market and they contacted Land Rover for some sponsorship. Land Rover provided some parts for them to repair the vehicle and help out on the workshop. And they as artists repainted the vehicle.

Land Rover, it's really amazing story. So Land Rover start paying them PR money to ship the vehicle around different retailers, different dealerships, auto shows, just to show people the passion, the loyalty, the connection with the brand. It's kind of the...

What do you say, the heritage is brand as well. So yeah, it's interesting. So there are many people doing the same thing on the Defender. So the old Defenders, they're all like those old Defenders now. I think I found a few on the second hand vehicle market here for like 10,000 or something. Yeah, so when you buy it back, you need to spend a lot of money to revamp it.

There's another long video here I want to show you because this is, I come from China so I have a connection with China and this is an amazing story. This one doesn't have an ad. I think this one goes viral in China, not only in China, the Chinese community. Yes.

Did you see this video before? How many of you have seen this video? I know you have seen that. This is in Tianmen Shan. The first time we arrived here, it was just mind-blowing. What they are trying to do is they are trying to drive a vehicle up to the steps.

There are many elders who collect some clothes from heaven

Electric motors deliver insulin. This is hybrid. Hybrid and ventriloquist. Why this one has so many abs? Now see Mercedes, right?

I've been working here for 13 years. Because of my hair-paint attorneys, I decided to use the hairdressing attorney. I'm sorry, I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I'm sorry. I

-

This challenge is the most extreme one we've done yet. The plug-in hybrid, having that grunt of both engine and electric will be a great benefit. But we're really pushing the limits. This is part of the extreme one. As far as I know, nothing has ever been tried like this before. This is unheard of. It's very steep. It's 45 degrees way up the slope. This road, yeah. That's it. That's not so steep. This is a very dangerous situation.

I can't see anybody in here. You can't stop. You're rolling back down the hill. Uh, if this happens, then the car will be in trouble. To your turn now. Oh, good. Thank you. Thank you. You've been very careful. Congratulations. Okay. Bye-bye. Bye-bye. Bye-bye, everybody.

Still shaking. The adrenaline is something I've never experienced before. I guess the mountain gave us one shot to make it up here. All the country ribbons we put on the mountain yesterday and today helped us to bring us up here. This mountain is shrouded in myth and legend. The steepest section of the stairs here is 45 degrees. If you do lose traction, the gravity is going to take over and I'm going to slip off the mountain.

I'm Hoppin Tham, I'm a professional racing driver for Jaguar Racing in the FRA Formula E Championship and Le Mans winner, the 124 hour winner and I'm here to do the Dragon Challenge to drive up the 99 turns and the 999 steps all the way to Heaven's Gate. A professional drive to Le Mans. Yes.

I'm going. When I came here, I stayed with my parents and I said, I'm embarking on something which is the most tempting thing I will ever experience in my life. Other cars are completed in 99 turns. No one has ever driven up to 999 steps. When you're in a car, when you're in the bangle, you need to see nothing, just sky.

I think reaching the top is going to feel like winning a race. I think the Range Rover Sport will get you there. It's just me being able to make that step. The XF-Scoot can do it as well. - You'll be right back. - I'm watching you. - This is a Senpai. - Senpai. - Why? - Because of the sport. - The Range Rover. - I'm over here. - You're on the floor with the passenger?

There's no competitor. Okay, that's something I want to finish with. Like we talked, the general observer chose to use the pyramid to represent different

different level of customer experience we're trying to deliver to our customers. But remember we talked about journey in the upfront. We need to read that recap. Just build awareness to let people start to consider before they purchase. Then once they finish the purchase, you need to retain the customer and you need to let the customer

customer to talk about your brand to your friends and family as well. So that's like customer journey you need to think of when you are promoting your business, your product, or your company, or yourself. So thank you so much.