HOW TO ALIGN YOUR MARKETING
WITH CUSTOMER EMOTIONS
ADRIA SARACINO
@adriasaracino #MNSummit Source
@adriasaracino #MNSummit Source
@adriasaracino #MNSummit Source
GUT REACTIONS ARE FORMED IN
3 SECONDS OR LESS
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LOGICAL MIND
EMOTIONAL MIND
WISE MIND
Source
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LOGICAL MIND
EMOTIONAL MIND
WISE MIND
Source
@adriasaracino #MNSummit Source
WE FEEL MORE THAN WE THINK
@adriasaracino #MNSummit Source
@adriasaracino #MNSummit Source
HAPPY SAD
ANGRY SCARED
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HAPPY SAD
ANGRY SCARED
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WE’RE ALL FOMO MOFOs
CONSUMER BEHAVIOR
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“ For most people, the fear of losing $100 is more intense than the hope of gaining $150. ” - Daniel Kahneman, Nobel Prize-winning psychologist
@adriasaracino #MNSummit
love
hate
low investment high investment THE CONSUMPTION MATRIX
@adriasaracino #MNSummit
love
hate
low investment
camera
cable
clothes
car maintenance
furniture
hair products high investment THE CONSUMPTION MATRIX
KNOW YOUR MATRIX POSITION
KNOW YOUR BUYER’S CYCLE
@adriasaracino #MNSummit
PLAY LOOK
BUY STAY
trigger
consider advocate
retain
HOW TO ALIGN WITH CONSUMERS
WHILE THEY ARE AT PLAY
@adriasaracino #MNSummit
PLAY LOOK
BUY STAY
trigger
consider advocate
retain
How do we get consumers to discover our brand?
DETERMINE WHERE THEY HANG
@adriasaracino #MNSummit
1. ASK FOR A CUSTOMER LIST
@adriasaracino #MNSummit Source
2. RUN IT THROUGH FULL CONTACT
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3. PUT OCCUPATIONS IN WORDLE
Source
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4. FIND INFLUENTIAL CUSTOMERS
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5. USE SOCIAL ANALYTICS TOOLS
@adriasaracino #MNSummit Source
@adriasaracino #MNSummit
FREAKONOMICS, MARKETINGLAND, HBR, & FIVETHIRTYEIGHT
Source
@adriasaracino #MNSummit Source, SEO for Excel plugin
0
20
40
60
80 TOP 10 MOST SHARED DOMAINS
TWEET ARCHIVIST + EXCEL PLUGIN
GET THEM TO SHARE YOUR STUFF
@adriasaracino #MNSummit Source
WHY DO PEOPLE SHARE?
FEEL INVOLVED
SUPPORT CAUSES
EDUCATE OTHERS
NOURISH BONDS DEFINE ONESELF
@adriasaracino #MNSummit Source
WHY DO PEOPLE SHARE?
FEEL INVOLVED
SUPPORT CAUSES
EDUCATE OTHERS
NOURISH BONDS DEFINE ONESELF
@adriasaracino #MNSummit Source
SHARING CONTENT HAS BECOME
A FORM OF GIFT GIVING
@adriasaracino #MNSummit Source
WE GIVE GIFTS THAT
COMMUNICATE OUR IDENTITY
@adriasaracino #MNSummit Source
LONG-FORM CONTENT
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WHAT DO PEOPLE SHARE?
POSITIVE MESSAGES
CONTENT THAT EXCITES PHYSIOLOGICALLY
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WE LIKE SPREADING CHEER
Source
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AND LOOKING REALLY SMART
Source
@adriasaracino #MNSummit Source
BUT EXCITABILITY TRUMPS
Source, Paddy Power’s original article @adriasaracino
#MNSummit
CAVEATS & WARNINGS
@adriasaracino #MNSummit
Only incite emotions that align with your brand
Make your content skimmable; and change it up!
Don’t underestimate the value of trust & reputation
HOW TO ALIGN WITH CONSUMERS
WHILE THEY LOOK FOR SOLUTIONS
@adriasaracino #MNSummit
PLAY LOOK
BUY STAY
trigger
consider advocate
retain
How do we get consumers to find us when they are searching for a solution?
@adriasaracino #MNSummit
WORD OF MOUTH
SOCIAL MEDIA
EXPERT ADVICE
BRAND WEBSITE
MEMORY SALES STAFF FORUMS USER
REVIEWS
@adriasaracino #MNSummit Source
EXPERT ADVICE
USER REVIEWS
BRAND WEBSITE
WORD OF MOUTH
MEMORY
SALES STAFF
SOCIAL MEDIA
FORUM
“ 50% say they wouldn’t trust a product’s branded website for an unbiased assessment
@adriasaracino #MNSummit Source
BRAND WEBSITE
EXPERT ADVICE
USER REVIEWS
WORD OF MOUTH
MEMORY
SALES STAFF
SOCIAL MEDIA
FORUM
“ 50% say they wouldn’t trust a product’s branded website for an unbiased assessment
@adriasaracino #MNSummit Source
USER REVIEWS
EXPERT ADVICE
BRAND WEBSITE
WORD OF MOUTH
MEMORY
SALES STAFF
SOCIAL MEDIA
FORUM
“ 61% say they’re less likely to trust reviews paid for by the company selling the product
IDENTIFY THEIR QUESTIONS
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ASK THE SALES & SUPPORT TEAMS
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COLLECT LIVE CHAT LOGS
@adriasaracino #MNSummit Source
USE INTERNAL SITE SEARCH DATA
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INTERVIEW YOUR CUSTOMERS
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USERTESTING.COM
HOW TO ALIGN WITH CONSUMERS
WHEN THEY ARE READY TO BUY
@adriasaracino #MNSummit
PLAY LOOK
BUY STAY
trigger
consider advocate
retain
How do we get consumers to purchase?
MAKE IT EASY TO CONVERT
@adriasaracino #MNSummit Source
product knowledge
anxi
ety
thre
shol
d most likely to get overwhelmed
ANALYSIS PARALYSIS
@adriasaracino #MNSummit Source, Decision Simplicity Index quiz
DECISION SIMPLICITY INDEX
COMPARISON
NAVIGATION TRUST
@adriasaracino #MNSummit Source
“ Brands that scored in the top quarter were 86% more likely to be purchased by the consumers considering them. They were 9% more likely to repurchase and 115% more likely to be recommended to others. ” - Patrick Spenner & Karen Freeman, management consultants at
Corporate Executive Board and authors of study
@adriasaracino #MNSummit Source
@adriasaracino #MNSummit Source , Image Source
HOW TO ALIGN WITH CONSUMERS
AND MAKE THEM WANT TO STAY
@adriasaracino #MNSummit
PLAY LOOK
BUY STAY
trigger
consider advocate
retain
How do we get consumers to join our community?
EASE BUYERS’ REMORSE
MORE CHOICE = MORE REGRET
@adriasaracino #MNSummit Source
@adriasaracino #MNSummit Source, Stat Source
78% OPEN ORDER CONFIRMATIONS
WAYS TO EASE REMORSE
@adriasaracino #MNSummit
Connect them with customers with similar purchase
Suggest creative uses for products they purchased
Exclusive discounts or events
Anticipate questions
HOW TO ALIGN WITH CONSUMERS
AND TURN THEM INTO ADVOCATES
@adriasaracino #MNSummit
PLAY LOOK
BUY STAY
trigger
consider advocate
retain
How do we turn our community members into loyalists, advocates, and repeat purchasers?
@adriasaracino #MNSummit
love
hate
low investment high investment THE CONSUMPTION MATRIX
@adriasaracino #MNSummit
love
hate
low investment
camera
cable
clothes
car maintenance
furniture
hair products high investment THE CONSUMPTION MATRIX
@adriasaracino #MNSummit
love
hate
low investment
camera
My Cable Provider
J.Crew
car maintenance
West Elm
hair products high investment THE CONSUMPTION MATRIX
@adriasaracino #MNSummit
@adriasaracino #MNSummit
@adriasaracino #MNSummit
@adriasaracino #MNSummit
@adriasaracino #MNSummit
@adriasaracino #MNSummit
@adriasaracino #MNSummit
@adriasaracino #MNSummit
@adriasaracino #MNSummit Source
@adriasaracino #MNSummit Source
“ Most people wouldn’t care if 73% of the world’s brands disappeared tomorrow. ” - Havas Media study on meaningful brands
@adriasaracino #MNSummit
@adriasaracino #MNSummit Source
THE TOP BRANDS OUTPERFORM
THE MARKET BY 120%
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PLAY LOOK
BUY STAY
trigger
consider advocate
retain
1. Product
2. Customer service
3. Brand values
CREATE A GOOD PRODUCT
@adriasaracino #MNSummit Source
“ If you have a shit product, you will fail. ” - Said me, just now
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GIVE GREAT CUSTOMER SERVICE
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@adriasaracino #MNSummit Source, Photo
@adriasaracino #MNSummit Source
RECIPROSITY
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@adriasaracino #MNSummit Source
STAND FOR SOMETHING
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QUESTIONS TO ASK
@adriasaracino #MNSummit
What problem is your brand trying to solve?
Besides making money, what defines success?
What words do employees use to describe the brand?
Why do you get up to go to work everyday?
DEVELOP A BRAND EXPERIENCE
@adriasaracino #MNSummit Source
“ Brand behavior and brand touch is more important than brand voice. Amex can say they are all about small business, but there wasn’t much reason to believe until they launched Small Business Saturday. ” - Kelly O’Keefe, professor of brand management
at Virginia Commonwealth University
@adriasaracino #MNSummit Source
@adriasaracino #MNSummit
@adriasaracino #MNSummit Source
RALLY YOUR COMMUNITY
Source @adriasaracino
#MNSummit
Source @adriasaracino
#MNSummit
MORE WAYS TO RALLY ‘EM
@adriasaracino #MNSummit
Gamify the experience once they’ve joined
Sign-ups for market research in exchange for perks
User generated content
Reward programs
@adriasaracino #MNSummit
EMO MARKETING CHECKLIST
SUMMARY CHECKLIST
@adriasaracino #MNSummit
We feel before think; make content that triggers (+) emotions
Know your customers’ consumption matrices & questions
We’re FOMO MOFOs; don’t give too much choice & K.I.S.S.
Develop a good product, customer service & brand experience
Ease buyers remorse; utilize those emails!
THANK YOU
ADRIA SARACINO
All imagery where not noted courtesy of Shutterstock