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in pursuit of the new consumer:                     creating a captivating brand experience,[object Object],presented by,[object Object],lois brayfield; president,[object Object]
“The majority of people meet with failure because of their lack of persistence in creating new plans to take the place of those which fail.”,[object Object],- Napoleon Hill; Author-Innovator,[object Object]
Tesarac,[object Object],Periods in history when momentous social and cultural changes occur. During a Tesarac, society becomes increasingly chaotic and confusing  before reorganizing itself in ways that no one can accurately predict or easily anticipate. ,[object Object],Shel Silverstein – American author and poet,[object Object]
a few things to think about …,[object Object],1,[object Object],understanding the new experience,[object Object],2,[object Object],mapping the experience,[object Object],3,[object Object],managing the experience,[object Object],4,[object Object],selling the experience,[object Object]
1,[object Object],understanding the new experience (the decision path),[object Object]
the traditional funnel,[object Object],70%,[object Object]
the new decision path,[object Object],McKinsey & Company,[object Object],In depth qualitative and quantitative research conducted in three major geographic locations in 8 major consumer industries. 20,000 interviews. ,[object Object]
align your marketing efforts!,[object Object],active evaluation,[object Object],passive,[object Object],active      ,[object Object],initial consideration set,[object Object],purchase,[object Object],trigger,[object Object],purchase experience,[object Object],45%,[object Object]
is the new acquisition model a really good retention plan?,[object Object]
2,[object Object],mapping the experience,[object Object]
a little test …,[object Object]
Answer yes, no or “sort of”,[object Object],Are you regularly testing new formats and new offers (both offline and online?),[object Object],Do you regularly monitor what customers are saying about your brand and then DO something with the information?,[object Object],Do you offer relevant content, appropriate to your brand, in a place where THEY might look for it?,[object Object],Do you have a specific plan for those new customers which come in through search?,[object Object],Do you have a specific “thank you” plan established for loyal customers?,[object Object],Have you created triggered programs that tap customers & prospects on the shoulder depending upon specific behavior? ,[object Object],Do you have a robust way of capturing prospects that might be interested in your brand but have yet to purchase?,[object Object],Do ALL your marketing efforts have a “call to action” offering something of true value that is unique and relevant?,[object Object]
game changer?,[object Object],acquisition & retention programs,[object Object]
Brands must map the customer experience and then deliver on their expectations,[object Object]
active evaluation,[object Object],initial consideration set,[object Object],purchase,[object Object],trigger,[object Object],purchase experience,[object Object],How do your customers make purchase decisions?,[object Object],consumer-driven,[object Object],(company reactive),[object Object],[object Object]
talking to friends
third party sites
interactive search
word of mouth
blogs
social marketing,[object Object]
If a consumer engages with a brand in ANY way, they are 63% more likely to purchase a product in the future.  ,[object Object]
140,000 rented names,[object Object],1.1% response ,[object Object],+1.8% (2520 names) to raise their hands   (note: these are “qualified” prospects),[object Object],convert 27% into new buyers (680) via series of triggered emails (without having to pay for the name a second time!),[object Object]
one-and-done,[object Object]
direct mail,[object Object],co-op lists,[object Object],+ overlays,[object Object],free online offer,[object Object],relevant guide,[object Object],research,[object Object],search,[object Object],+ social,[object Object],trigger email offer,[object Object],welcome message,[object Object],trigger email,[object Object],geo-specific offer,[object Object],additional 1.8% raise hand,[object Object],convert at 27%,[object Object],and more …,[object Object]
What compelling reason can you give prospects to leave an electronic trail online?,[object Object]
Tony Hsieh’s rules of engagement:,[object Object],ICEE,[object Object],[object Object]
Compelling
Entertaining
Educational,[object Object]
offer-driven marketing
triggered emails
loyalty messages
aligned message         across channels,[object Object]
company driven marketing:,[object Object],And what about this decrease in loyalty? What are you doing to truly captivate customers? ,[object Object]
loyalty is no longer guaranteed,[object Object]
You cannot afford generic programs in which all customers are treated the same.,[object Object],Speak to them where they are! ,[object Object]
active evaluation,[object Object],initial consideration set,[object Object],purchase,[object Object],trigger,[object Object],purchase experience,[object Object],mapping the customer experience …,[object Object],your most    profitable opportunity,[object Object]
Brands must develop  programs in which the customer is involved         in the process and their needs are met. ,[object Object]
3,[object Object],managing the experience,[object Object]
customization,[object Object],customization,[object Object],customization,[object Object],commoditization,[object Object],commoditization,[object Object],?,[object Object],a little history …,[object Object],commodity,[object Object],goods,[object Object],services,[object Object],experiences,[object Object],extract,[object Object],make,[object Object],deliver,[object Object],stage,[object Object],information,[object Object],Joseph Pine; Author,                                                          “Mass Customization”,[object Object],content,[object Object]
a little history …,[object Object],31 flavors!,[object Object],Commodities$ .02,[object Object],Goods$ .20,[object Object],Services$2.00,[object Object],Experiences$5.00,[object Object]
managing the customer experience is paramount,[object Object],Those companies who actively manage the customer experience are twice as likely to exceed their profit targets.,[object Object],% EXCEEDING PROFIT TARGETS,[object Object],Managed customer experience,[object Object],Did not actively manage,[object Object],Aveus, “Domino” by Linda Ireland,[object Object]
brand:,[object Object],a person’s,[object Object],perception,[object Object],of a product, service, ,[object Object],or company.,[object Object]
your brand is your reputation,,[object Object],not your logo.,[object Object]
“It takes twenty years to build a reputation and five minutes to ruin it.”— Warren Buffett,[object Object]
managing the experience is really about managing the customer’s perception,[object Object]
perception is everything,[object Object],MRI brain imaging,[object Object],[object Object]
 beliefs and self-identityit's our brains that love coke, not our taste buds.,[object Object]
In Pursuit of the New Consumer Creating a Captivating Brand Experience
cool,[object Object],collection,[object Object],craving,[object Object],fear,[object Object],Neuro-Marketing,[object Object],High–tech brain scanning techniques, such as MRI and EEG, to investigate brain activity. This neuro–imaging hardware enables us to examine and analyze what really drives our behavior, our opinions and our preferences.,[object Object],Buyology; Martin Lindstrom,[object Object]
“Nearly 90% of our consumer buying behavior is unconscious, and we can’t actually explain our preferences.”,[object Object],Martin Lindstrom; Buyology,[object Object]
If our minds believe, our bodies will follow.,[object Object]
How can a direct channel   create an experience so powerful that it becomes an end destination?,[object Object]
two simple things …,[object Object],[object Object]
do you truly understand the emotional reason customers do business with your brand?,[object Object]
put on your customer goggles …,[object Object]
what is important to you is ,[object Object],rarely important to your customer!,[object Object],what entertains you is ,[object Object],rarely what entertains your customer!,[object Object]
research, research, research,[object Object],[object Object]
online focus groups
customer advocates
one-on-one interviews
listening in
read what they are saying
psychographic overlays
modeling overlays,[object Object]
perception of your brand
perception of competitors brands
what they value
pain points and satisfiers
decision-making process
trigger points
customer-driven activities
company-driven activities
channel preference
key motivators,[object Object]
In Pursuit of the New Consumer Creating a Captivating Brand Experience
word clouds,[object Object]
higher order benefit,[object Object],it’s the emotional reason customers do business with you,[object Object]
time?,[object Object],esteem?,[object Object],security?,[object Object],escape?,[object Object]
Ed Mayer’s Checklist of Human Motivators,[object Object],[object Object]
save money
save time
avoid effort

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