Post on 21-Jan-2018
transcript
The Art of Losing MoneyHow Ignoring Some of The Trends Is Causing You To Bleed Cash
Half of the money spent on advertising
is wasted.Problem is, I don’t know which half.
Do you measure your marketing activities?
• Don’t know how.
• Can’t be measured (image & PR campaign).
• We’ve always done it that way and it worked.
Measure.You’ll be better off than half of your competition.
Trend #1:
Facebook Insights
Google Analytics
Hotjar
Invest in customer experience!
Or you’re wasting both halves.
2016
How do you do that?
Two Types of Audience
Passive / theredetached, not-so-engaged
Immersed / hereactive, engaged
Two Types of Messages
Repeatedlogin process
Improvisedregistration process
Brand Touch Points
Immersed
Passive
Repeated Improvised
TV ad
brochure
website
welcome & start meeting
order a product
there’s something wrong
social media
new product launch
conference
The Customer Told This Story… To “Forbes”
Was this marketing?
Smarketing.Sales, customer service & marketing
in one project team.
Trend #2:
Story in Customer Service
Consumer Is a Medium.Catering to many small audiences renders more effective
than one-to-all message on mass media.
Trend #3:
Southwest Airlines
• The Southwest Way: have fun, don’t treat yourself too seriously, celebrate successes, enjoy your work, be a passionate team player.
–Colleen Barrett
“We will miss you.”
Your customers should love youThe brand is not enough!
Lovemark.The brand is not enough.
Trend #4:
What is a lovemark?
• Commodity: a milk, a yoghurt, a mineral water.
• Fad: new fashionable Rihana haircut.
• Brand: respected, without WOW! SONY’s TVs, Dell’s computers.
• Lovemark: has devoted fans. Apple, Netflix, Chanel…
Respect
Love
lovemarkbrand
commodity fad
Your customers should love youHow do you do it?
The Triangle of Love(not the love triangle)
passion
intimacycommitment
Passion
Passion
• Strong, emotional bond.
• Does not have to be positive.
• The brand needs an enemy.
Add Emotions
Commitment
Messaging Channels
Two way
One way
Public Private
TV (ad)
brochure (info)
website (about us)
FB page (post)
Blog (article)
?
Mail (newsletter)
LiveChat (conversation)
The Secret of EngagementYou don’t send “About US” page via e-mail.
So why do you send press ads?
Conversations, stupid!Don’t use two-way channels for advertising.
You’ll lose your audience!
Trend #5:
Intimacy
Intimacy
• Know exactly, what your customers want.
• Let them feel that communication is personal(personalization, choice of channel).
• Shared secret.
100% response ratewithin 2 hours!