SO... YOUR CUSTOMERS HAVE STOPPED LISTENING TO YOU?

CraigLeGrice

LIKE A LONG LOST LOVE, YOU’LL NEVER SEE THEM AGAIN.

CraigLeGrice

THEY’RE PROBABLY IN THE SHOWER WITH ‘THAT BRAND’ AS WE SPEAK... :-(

CraigLeGrice

IT’S ENTIRELY ZUCKERBERG’S FAULT. RIGHT?

CraigLeGrice

DO YOU WANT THE GOOD NEWS OR THE BAD NEWS!?

CraigLeGrice

GOOD NEWS: YOUR CUSTOMER STILL LOVES YOU.

CraigLeGrice

BAD NEWS: THEY JUST DON’T HAVE TIME FOR YOU ANYMORE.

CraigLeGrice

OUCH.

CraigLeGrice

IT GETS WORSE...

CraigLeGrice

IT’S ALL YOUR FAULT... NOT MARK’S.

CraigLeGrice

BRANDS HAVE TRAINED AND CONDITIONED THIS BEHAVIOUR FOR YEARS.

CraigLeGrice

REMEMBER THE GOOD OLD DAYS WHEN PEOPLE PAID ATTENTION?

CraigLeGrice

1920s READ COVER TO COVER, NEWSPAPERS RULED THE WORLD.

CraigLeGrice

1940s WHEN THE RADIO WAS KING, PEOPLE SPENT HOURS AT A TIME LISTENING.

CraigLeGrice

1960s TV MADE THE AVERAGE ATTENTION SPAN A NEAT ONE HOUR SLOT.

CraigLeGrice

1980s SONY AND PHILIPS CREATED CDs. A 40 MINUTE ALBUM WAS NOW IN YOUR POCKET.

CraigLeGrice

2000s APPLE’S iPOD AND iTUNES CHOPPED MUSIC SALES IN TO 3 MINUTE TRACKS.

CraigLeGrice

2010s WE USE TWITTER IN 140 CHARACTER BITES. FACEBOOK ADS ARE NOW 90.

CraigLeGrice

EVEN WORSE: MOST OF OUR CONSUMERS ARE NOW DOING 3.2 THINGS AT ONCE.

CraigLeGrice

IS IT REALLY ANY WONDER WE ARE NOT REACHING THE AUDIENCE WE USED TO?

CraigLeGrice

WHAT’S THE ANSWER TO BEING HEARD? BE MORE RELEVANT.

CraigLeGrice

ARE YOU USING EVERY DIGITAL TOOL AVAILABLE FOR MAXIMUM RELEVANCE?

CraigLeGrice

LET’S THINK ABOUT HOW IT COULD BE DONE...

CraigLeGrice

RULE 1 THE CUSTOMER IS IN CONTROL. WE KNOW THAT ALREADY, RIGHT?

CraigLeGrice

RULE 2 IF THE ENVIRONMENT IS RIGHT THEY’LL SHARE MOMENTS WITH BRANDS.

CraigLeGrice

RULE 3 BUT ONLY IF WE ADD VALUE AND RESPECT THEIR TIME AND SPACE.

CraigLeGrice

RULE 4 AS SOON AS CNSUMERS ARE BORED... THERE ARE NO RULES.

CraigLeGrice

EXAMPLE: IN THE SUPERMARKET BUSINESS, THIS OFTEN MEANS DEALS & OFFERS.

CraigLeGrice

TEMPTATION AND LAZINESS LEADS BIG BRANDS TO DO THIS EN-MASSE.

CraigLeGrice

LAST YEAR FMCG BRANDS SENT OUT 300 BILLION COUPONS.

CraigLeGrice

WERE THEY GOING FOR THE PERSONAL TOUCH? ;-)

CraigLeGrice

300 BILLION IS A BIG NUMBER. BUT THE BIGGEST NUMBER HERE IS ACTUALLY 1...

CraigLeGrice

ONE TO ONE RELATIONSHIPS. BRAND LOYALTY IN REVERSE.

CraigLeGrice

MEET ‘JANE’ – OIUR ‘AVERAGE’ CONSUMER. IF EVER THERE WAS ONE.

CraigLeGrice

TECHNOLOGY AND DATA LETS US REACH JANE. WHERE & WHEN IT SUITS JANE.

CraigLeGrice

THIS CLOSER RELATIONSHIP ALLOWS US TO UNDERSTAND JANE BETTER.

CraigLeGrice

WHICH MEANS WHEN WE SPEAK TO JANE, WE CAN TAKE UP LESS OF HER TIME.

CraigLeGrice

LET’S CONSIDER A “WE CAN DO THIS NOW” EXAMPLE...

CraigLeGrice

JANE VISITS OUR SUPERMARKET ON THURSDAY NIGHT.

CraigLeGrice

SHE RECENTLY ‘LIKED’ ONE OF OUR SHAMPOO BRANDS ON FACEBOOK.

CraigLeGrice

WE’VE GIVEN HER A COUPON TO TRY OUR NEWLY LAUNCHED CONDITIONER.

CraigLeGrice

SHE REDEEMS THIS - BUYING CAT FOOD, A DVD, POPCORN AND ICE CREAM TOO.

CraigLeGrice

SO WE KNOW SHE HAS A CAT. HAS HAIR. AND LIKES MOVIES.

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IT’S NOT ROCKET SCIENCE YET. GRANTED.

CraigLeGrice

BUT WHAT ELSE CAN WE FIND OUT / DO WE ALREADY KNOW?

CraigLeGrice

SHE BOUGHT A DVD, ICE CREAM AND POPCORN LAST WEEK TOO. ON THURSDAY.

CraigLeGrice

IS EVERY THURSDAY ACTUALLY MOVIE NIGHT AT JANE’S HOUSE?

CraigLeGrice

WHAT ELSE WOULD SHE LIKE FOR THIS WEEKLY EVENT?

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WE KNOW SHE ACCESSES FACEBOOK FROM HER iPHONE. IT’S DEAL TIME.

CraigLeGrice

$1 OFF CHIPS AND DIPS AND ‘3 FOR 2’ ON DVDs ON TURSDAYS. FOR A START...

CraigLeGrice

HER THURSDAY NIGHT SPEND IS $50 THIS WEEK. UP FROM HER USUAL $30.

CraigLeGrice

AND THE COUPON REDEMPTION PROCESS ALSO GIVES US JANE’S ADDRESS.

CraigLeGrice

WHICH IN TURN GIVES US ACCESS TO LOTS MORE AVAILABLE DATA. SHE HAS 2 KIDS.

CraigLeGrice

SO WHERE IS SHE DOING THE WEEKLY FAMILY GROCERY SHOP? NOT WITH US!

CraigLeGrice

LET’S SEND HER A SMS VOUCHER. ‘GET $10 OFF WHEN YOU SPEND $100’.

CraigLeGrice

CAN WE ENCOURAGE HER TO SHOP FOR MORE THAN JUST MOVIE NIGHT?

CraigLeGrice

YOU BET. SUNDAY ROLLS ROUND AND JANE VISITS THE SUPERMARKET.

CraigLeGrice

SPENDING $200. COMPARED TO HER USUAL $30 ON THURSDAYS.

CraigLeGrice

RESULT! BUT THERE’S MORE...

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BY THIS POINT WE KNOW JANE IS A MUM, LIKES MOVIES, AND IS ON FACEBOOK.

CraigLeGrice

LET’S INVITE HER TO ENTER OUR ‘MOVIE MUMS’ COMPETITION. AS AN EXPERT.

CraigLeGrice

THE PRIZE: A FAMILY TRIP TO HOLLYWOOD. JUST POST TO 10 FRIENDS’ WALLS.

CraigLeGrice

WE’VE NOW TAKEN JANE’S THURSDAY NIGHT MOVIE CLUB ONLINE.

CraigLeGrice

SHE IS ENGAGED BECAUSE IT’S HER SUBJECT, HER FRIENDS, HER SPACE.

CraigLeGrice

WE’VE BUILT AN ONGOING CONVERSATION WITH JANE. AND 10 FRIENDS.

CraigLeGrice

SIMPLE AND EFFECTIVE ENGAGEMENT HAS GIVEN US:

CraigLeGrice

PRODUCT TRIAL. PURCHASE DATA. HOUSEHOLD INFO. NEW FRIENDS. CONVERSATION.

CraigLeGrice

AND AT LEAST $200 OF SALES THAT MAY NOT HAVE HAPPENED OTHERWISE...

CraigLeGrice

MOVING FORWARD, WE HAVE BIGGER PRIZES:

CraigLeGrice

SIMPLY, JANE IS NOW A BETTER CUSTOMER. SHE SPENDS MORE $, MORE OFTEN.

CraigLeGrice

10 OF JANE’S FRIENDS. WE ALREADY KNOW 1 THING THEY’LL ENGAGE WITH.

CraigLeGrice

WE’VE GAINED ACCESS TO A STRICTLY CLOSED ENVIRONMENT.

CraigLeGrice

WE WOULD NEVER HAVE BEEN INVITED TO JANE’S MOVIE NIGHT.

CraigLeGrice

BUT WITH GOOD USE OF DATA AND CONVERSATION, WE’RE RIGHT THERE WITH HER.

CraigLeGrice

AND SHE DIDN’T EVEN HAVE TO PAY MUCH ATTENTION. :-)

CraigLeGrice

THANK YOU. TWEET ME TO CONTINUE THE CONVERSATION... @CraigLeGrice

CraigLeGrice