rdv2013 montreal-booth-inroom
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RDV 2013
The Experience Tells the StoryTed Booth
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“As customer service solutions continue to be integrated into everything the consumer touches, the software and the network will also become the means a business uses to build and maintain its customer relationships.”
– Regis McKenna, Harvard Business School Press, 2002.
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Top-down to Dialog
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Momentary to Continuous
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Broadcast to Access
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So.
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Do what you promise,not promise what you do.
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Put the brand into the product, not just on the product.
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Software is brand.
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How
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Focus on engagement
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Systems of engagementContinuously availableUbiquitously accessibleLead logical next steps
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Build on a shared belief
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Shared Belief
What you believe
What your audience believe
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Learn from the masters
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1.What you say is more important than how you say it.
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1.What you say do is more important than how you say do it.
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2.Unless your campaign is built around a great idea, it will flop.
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2.Unless your campaign experience is built around a great idea, it will flop.
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3.Give the facts.
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3.Give the facts benefits.
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4.You cannot bore people into buying.
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4.You cannot bore people into buying using.
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11.Don't be a copy-cat.
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