| The Social Shopper #marketing4sub @mattgierhart PURCHASE DECISIONS AND DIGITAL BEHAVIOUR STORIES FROM THE FRONTLINE OF CONSUMERISM
Transcript
| The Social Shopper #marketing4sub@mattgierhart
PURCHASE DECISIONS AND DIGITAL BEHAVIOUR
STORIES FROM THE FRONTLINE OF CONSUMERISM
| The Social Shopper #marketing4sub@mattgierhart
MATT GIERHART
| The Social Shopper #marketing4sub@mattgierhart
@MATTGIERHART
| The Social Shopper #marketing4sub@mattgierhart
@MATTGIERHARTTraveled toLived in
Interested In:TravelEconomicsFoodArtMarketing
Social Strategy
CreativeSpeaker
Internal Communications
Collective Action
PR
What I do
ICEBREAKERS (AFTER THE SPEECH):FAVOURITE RESTAURANT IN LONDONOPINION OF GROWTH IN EMERGING MARKETSWHAT MAKES YOU CURIOUSASK ME WHAT SOFT POWER IS
| The Social Shopper #marketing4sub@mattgierhart
"We are all learning. Unilever is ahead of much of the competition but behind consumers, which for marketers is not a comfortable place to be."
| The Social Shopper #marketing4sub@mattgierhart
"We are all learning. Unilever is ahead of much of the competition but behind consumers, which for marketers is not a comfortable place to be."Unilever CMO Simon Clift
| The Social Shopper #marketing4sub@mattgierhart
| The Social Shopper #marketing4sub@mattgierhart
STORY:1The experience of your brand is their game
| The Social Shopper #marketing4sub@mattgierhart
STORY:1“WHAT ARE THESE PEOPLE DOING?”
| The Social Shopper #marketing4sub@mattgierhart
| The Social Shopper #marketing4sub@mattgierhart
LEVI’S ASS CAM
| The Social Shopper #marketing4sub@mattgierhart
HOW TO PLAY
| The Social Shopper #marketing4sub@mattgierhart
Products Values>
| The Social Shopper #marketing4sub@mattgierhart
Products Values Experiences> >
| The Social Shopper #marketing4sub@mattgierhart
“Marketing is set on creating its own relationship—ignoring the really valuable one already in place between people & products.”
| The Social Shopper #marketing4sub@mattgierhart
| The Social Shopper #marketing4sub@mattgierhart
SEE THE TRICK?
| The Social Shopper #marketing4sub@mattgierhart
ACTIVATION TO AWARENESS
AWARENESS
INTEREST
TRIAL
DECISION
PURCHASE
| The Social Shopper #marketing4sub@mattgierhart
ACTIVATION TO AWARENESS
AWARENESS
INTEREST
TRIAL
DECISION
PURCHASE
Activation
| The Social Shopper #marketing4sub@mattgierhart
ACTIVATION TO AWARENESS
AWARENESS
INTEREST
TRIAL
DECISION
PURCHASE
| The Social Shopper #marketing4sub@mattgierhart
STORY:2MY STORY OF YOU
| The Social Shopper #marketing4sub@mattgierhart
STORY:2“THE DENIM THATWENT ROUND THE WORLD”
| The Social Shopper #marketing4sub@mattgierhart
19cm WORLD
| The Social Shopper #marketing4sub@mattgierhart
19cm WORLD
| The Social Shopper #marketing4sub@mattgierhart
FAR CRY FROM THIS...
| The Social Shopper #marketing4sub@mattgierhart
FAR CRY FROM THIS...
| The Social Shopper #marketing4sub@mattgierhart
| The Social Shopper #marketing4sub@mattgierhart
| The Social Shopper #marketing4sub@mattgierhart
YES, DONUTS TOO
| The Social Shopper #marketing4sub@mattgierhart
THIS IS NEW
| The Social Shopper #marketing4sub@mattgierhart
STORY:3IF SOMEONE LOVES YOU,LET THEM PLAY WITH YOU
| The Social Shopper #marketing4sub@mattgierhart
STORY:3“BURGERHACKER”
| The Social Shopper #marketing4sub@mattgierhart
IKEA THIS...
| The Social Shopper #marketing4sub@mattgierhart
3M COMMAND STRIPS
| The Social Shopper #marketing4sub@mattgierhart
3M COMMAND STRIPS
| The Social Shopper #marketing4sub@mattgierhart
STORY:4THE LANGUAGE OF PLAY
| The Social Shopper #marketing4sub@mattgierhart
STORY:4“COMMONLANGUAGE”
| The Social Shopper #marketing4sub@mattgierhart
PEOPLE TALK ABOUT THEIR LIVES, NOT BRANDS
| The Social Shopper #marketing4sub@mattgierhart
| The Social Shopper #marketing4sub@mattgierhart
Gamesmanship of Shopping1. Your experience is their game2. It’s not your story, it’s theirs3. They want customisation, ownership4. Reference points make their experience social