a little less conversation
TRANSCRIPT
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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)
For more information on this topic, subscribe to: http://blog.futurelab.net
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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.
FUTURELAB
From the conference brochure
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Word-of-mouth is 7x more effective than newspaper
advertising, 5x stronger than a personal sales pitch and 2x
as effective as radio advertising
Marketing Science Institute, 2006
1967 1983 2001 20071955
FUTURELAB
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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
FUTURELAB
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WE FOCUS ON THE
SYMPTOMS, RATHER THAN
THE DISEASE
WE DON’T GIVE PEOPLE
SOMETHING ENOUGH TO
TALK “ABOUT”
WE PREFER A ONE NIGHT
STAND OVER A COMMITTED
RELATIONSHIP
FUTURELAB
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WE FOCUS ON THE
SYMPTOMS, RATHER THAN
THE DISEASE
WE DON’T GIVE PEOPLE
SOMETHING ENOUGH TO
TALK “ABOUT”
WE PREFER A ONE NIGHT
STAND OVER A COMMITTED
RELATIONSHIP
FUTURELAB
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EXPERIENCE – EMOTION – WOM
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Source: SRD Group, Customer Satisfaction Averages, New Zealand, 2006
“44% of consumers say the majority of their Customer Experiences are “bland”
0
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So
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Ca
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Ba
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Bo
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Insu
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Mo
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Pro
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Ph
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rovid
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Ga
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Wa
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He
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Customer Satisfaction Averages, New Zealand, 2006
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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
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80% of CEO’s believe their brand provides a superior customer experience
8 % of their customers agree
(Bain & Company)
FUTURELAB
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Do you talk about brands that leave you indifferent?
FUTURELAB
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Does your brand systematically delight customers?
FUTURELAB
TO AFFECT THE CONVERSATION
DON’T FOCUS ON WOM AS A SYMPTOM
YET START DELIGHTING CUSTOMERS
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WE FOCUS ON THE
SYMPTOMS, RATHER THAN
THE DISEASE
WE DON’T GIVE PEOPLE
SOMETHING ENOUGH TO
TALK “ABOUT”
WE PREFER A ONE NIGHT
STAND OVER A COMMITTED
RELATIONSHIP
FUTURELAB
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In a million channel world,
brands whose consumers
tell the best stories, win
FUTURELAB
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Tell me storiesthat make my conversations
more interesting
Don’t Just Tell Me Anything
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FEATURES - BENEFITS
VALUES - PROPOSITIONS
WHERE ARE THE
STORIES ???
FUTURELAB
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Brands must become storytellers
FUTURELAB
So it is possible for customers to talk about them.
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THE GREATEST MARKETING STORY EVER
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Origins
Pope Innocent III
Fourth Lateran Council (1215)
Birthstones
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BUT WHY THE DIAMONDS?
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1938: Harry Oppenheimer meets Gerold M. Lauk of N.W.Ayer
FUTURELAB
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1938 19531948 1990s
Cullinan IX
Cullinan III & IV
Europe
FUTURELAB
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FUTURELAB
Video http://www.youtube.com/watch?v=p0FDGnAIWpk
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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
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Hemingway
Van Gogh
Chabrol
Sartre
...
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What is the story of your brand?
FUTURELAB
TO AFFECT THE CONVERSATION
TELL STORIES WHICH CUSTOMERS CAN
AND WANT TO TALK ABOUT
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WE FOCUS ON THE
SYMPTOMS, RATHER THAN
THE DISEASE
WE DON’T GIVE PEOPLE
SOMETHING ENOUGH TO
TALK “ABOUT”
WE PREFER A ONE NIGHT
STAND OVER A COMMITTED
RELATIONSHIP
FUTURELAB
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Renault vs. SonyStyle
Are You a One Night Brand?
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How often do you really talk to your customers?
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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.co
m/watch?v=xaaAYVU
WP0I
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TO AFFECT THE CONVERSATION
YOU 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
FUTURELAB
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FOCUS ON THE
DISEASE, BY MAKING
THE TOTAL EXPERIENCE
UNIQUE
TELL STORIES SO PEOPLE
ACTUALLY HAVE SOMETHING
TO TALK ABOUT
IF YOU WANT CUSTOMERS
TO COMMIT TO YOU,
SHOW SOME COMMITMENT
FIRST
FUTURELAB
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But I’m just a marketerThat is not my department …
FUTURELAB
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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”
FUTURELAB
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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
FUTURELAB
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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
FUTURELAB
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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)