a little less conversation slideshare
DESCRIPTION
this is a presentation I gave at Marktplein 2.0 in which I challenged the perspective that WOM was something "new". In stead of talking about "conversations" all the time, marketers should just "get on with it" and start structurally building relationships with customers beyond the P of promotion.TRANSCRIPT
A Little Less Conversation, A Little More Action
FUTURELAB
Feel free to re-use or mash-up this presentation under Creative Commons 2.0 licence (non-commercial, attribution)
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The central theme for Marktplein DM is Marktplein 2.0: A little less action, a little more conversation. A theme that comes from the
current developments in DM and online. The consumer is ever more in charge. Only he seldomly talks with the companies he buys from. And ever more with others about the brands he buys. Positive and negative.
During Marktplein 2.0: A little less action, a little more conversation you
will hear stories from companies who recognise this new situation and act upon it.
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From the conference brochure
Word-of-mouth is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch and 2x as effective as radio advertisingMarketing Science Institute, 2006
1967 1983 2001 20071955
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After 52 years of facts and research stating that WOM is key
… do marketers still need to learn how to deal with it
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WE FOCUS ON THE SYMPTOMS, RATHER THAN
THE DISEASE
WE DON’T GIVE PEOPLESOMETHING ENOUGH TO
TALK “ABOUT”
WE PREFER A ONE NIGHTSTAND OVER A COMMITTED
RELATIONSHIP
FUTURELAB
WE FOCUS ON THE SYMPTOMS, RATHER THAN
THE DISEASE
WE DON’T GIVE PEOPLESOMETHING ENOUGH TO
TALK “ABOUT”
WE PREFER A ONE NIGHTSTAND OVER A COMMITTED
RELATIONSHIP
FUTURELAB
EXPERIENCE – EMOTION – WOM
Source: SRD Group, Customer Satisfaction Averages, New Zealand, 2006
“44% of consumers say the majority of their Customer Experiences are “bland”
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Customer Satisfaction Averages, New Zealand, 2006
And most wouldn’t recommend a brand
BTW: The same often applies to the people working for the brand themselves
Telecom Europe = - 48%
Profusion, 2005
80% of CEO’s believe their brand provides a superior customer experience
8 % of their customers agree
(Bain & Company)
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Do you talk about brands that leave you indifferent?
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Does your brand systematically delight customers?
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TO AFFECT THE CONVERSATIONDON’T FOCUS ON WOM AS A SYMPTOMYET START DELIGHTING CUSTOMERS
WE FOCUS ON THE SYMPTOMS, RATHER THAN
THE DISEASE
WE DON’T GIVE PEOPLESOMETHING ENOUGH TO
TALK “ABOUT”
WE PREFER A ONE NIGHTSTAND OVER A COMMITTED
RELATIONSHIP
FUTURELAB
In a million channel world,brands whose consumers tell the best stories, win
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Tell me storiesthat make my conversations more interesting
Don’t Just Tell Me Anything
FEATURES - BENEFITSVALUES - PROPOSITIONS
WHERE ARE THE STORIES ???
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Brands must become storytellers
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So it is possible for customers to talk about them.
THE GREATEST MARKETING STORY EVER
Origins
Pope Innocent IIIFourth Lateran Council (1215)
Birthstones
BUT WHY THE DIAMONDS?
1938: Harry Oppenheimer meets Gerold M. Lauk of N.W.Ayer
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1938 19531948 1990s
Cullinan IX
Cullinan III & IV
Europe
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Video http://www.youtube.com/watch?v=p0FDGnAIWpk
1967 The Beers Goes Japan (occasional)1972 Diamonds = 27%1981 Diamonds = 60%2007 Second largest diamond market (after US)
Stories replace 1,500 years tradition
HemingwayVan GoghChabrolSartre
...
What is the story of your brand?
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TO AFFECT THE CONVERSATIONTELL STORIES WHICH CUSTOMERS CAN
AND WANT TO TALK ABOUT
WE FOCUS ON THE SYMPTOMS, RATHER THAN
THE DISEASE
WE DON’T GIVE PEOPLESOMETHING ENOUGH TO
TALK “ABOUT”
WE PREFER A ONE NIGHTSTAND OVER A COMMITTED
RELATIONSHIP
FUTURELAB
Renault vs. SonyStyle
Are You a One Night Brand?
How often do you really talk to your customers?
We show that we value our customers by serving them well, putting their needs and interests at the center of everything we do. (AOL mission statement)
Do you keep your promises?http://
www.youtube.com/watch?
v=xaaAYVUWP0I
TO AFFECT THE CONVERSATIONYOU WANT ME TO CARE
If you want me to care …
Call me
Write me
Buy me flowers
But don’t dare take me for granted
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FOCUS ON THE DISEASE, BY MAKING
THE TOTAL EXPERIENCE UNIQUE
TELL STORIES SO PEOPLEACTUALLY HAVE SOMETHING
TO TALK ABOUT
IF YOU WANT CUSTOMERSTO COMMIT TO YOU,
SHOW SOME COMMITMENTFIRST
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But I’m just a marketerThat is not my department …
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YES IT IS …
Your brand communicates every time it touches a customer.
As a marketer you need to manage this communication.
This makes you responsible for each“moment of truth”
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1. Identify every touchpoint of your brand
2. Prioritise it’s (emotional) importance to the customer
3. Determine what your brand promise means at this touchpoint
4. Enlist support of your colleagues, retailers, …
5. Measure and manage
Consider Each Moment of Truth as a Brand Expression
Source: DAVIS S., LONGORIA T., “Harmonising Your Touchpoints”, Brand Packaging, Jan/Feb 2003
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TO MANAGE WORD-OF-MOUTH
YOU NEED TO MANAGE THE EMOTION
TO MANAGE THE EMOTION, YOU NEED TO TAKE CONTROL OF THE EXPERIENCE
THIS MEANS GETTING INVOLVED IN EVERYTHING YOUR BUSINESS DOES
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A Little Less Conversation, A Little More Action
FUTURELAB
Feel free to re-use or mash-up this presentation under Creative Commons 2.0 licence (non-commercial, attribution)