tim allen_make me love your brand, not tolerate it!
TRANSCRIPT
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Make Me Love Your Brand, Not Tolerate It
TIM ALLEN
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a bit of
history
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@tallen1985Tim Allen
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@tallen1985Tim Allen
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Gain 100 customers
Lose 97 customers
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3 new customers!
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WOOHOO!
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Something had to
change
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I learnt to make customers
feel cared about
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I learnt that customers are
people
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“Give each person who walks through the door an
experience”
My old boss
@tallen1985Tim Allen
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More than just
getting customers through the door
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getting our customers to
love us
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Average gym usage is
less than once a week
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we
doubled
that
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We reduced the number of those cancelling
memberships
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Make Me Love Your Brand, Not Tolerate It
TIM ALLEN
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I hate…
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SHOPPING
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More so I hate…
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SUPERMARKET
SHOPPING
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You're being bombarded by every psychological tactic available to make
you spend more.BBC Watchdog
@tallen1985http://www.bbc.co.uk/watchdog/consumer_advice/supermarket_psychology.shtml
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@tallen1985Tim Allen
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Two for just £3.00
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Normal Price £1.88
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• £1.88 – Strawberries• £1.88 – Strawberries
• £3.76 Total
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SAVING 76p!!!
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OR
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I JUST SPENT £1.22 MORE THAN PLANNED
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ON STRAWBERRIES I PROBABLY WON’T EAT
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Items the store really wants you to buy at eye level
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Placing items to target kids at their eye level
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Queue mazes
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No one is forcing anything into my basket
@tallen1985Tim Allen
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I still have choices
@tallen1985Tim Allen
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@tallen1985Tim Allen
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@tallen1985Tim Allen
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Click icon to add picture
Sneaking Items Into The Basket
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PIXMANIA
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@tallen1985Tim Allen
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@tallen1985Tim Allen
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@tallen1985Tim Allen
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@tallen1985Tim Allen
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@tallen1985Tim Allen
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Inflate the cost of my basket
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I probably won’t feel valued as a potential long term
customer
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Upsell the benefits
@tallen1985Tim Allen
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I’d probably buy it
@tallen1985Tim Allen
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@tallen1985Tim Allen
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@tallen1985Tim Allen
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Your brand is not what you sell, but how you sell it.
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Opt In vs Opt Out
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People are
LAZY@tallen1985Tim Allen
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@tallen1985http://www.darkpatterns.org
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They have my permission
but they didn’t ask for it
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@tallen1985Tim Allen
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@tallen1985Tim Allen
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This might get you more email addresses
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Before you run to your…
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@tallen1985Tim Allen
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We should make everyone opt out… our mailing list
will be 6 times bigger
What you didn’t say to your boss
@tallen1985Tim Allen
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STOP
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check yourself
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are you focusing on the
right metric
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NUMBER of email list subscribers?
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@tallen1985Tim Allen
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Subscribers that don’t engage are less valuable
than those that do
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be transparent and easy to understand
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stop worrying about email addresses
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think about the
people
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@tallen1985
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focus on
who’s opening your emails
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@tallen1985Tim Allen
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Gmail open rates have dropped 20%
@tallen1985https://litmus.com/blog/48-of-emails-are-opened-on-mobile-gmail-opens-down-20-since-tabs
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Tricking Customers To Spend More Money
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2010
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@tallen1985http://www.darkpatterns.org
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@tallen1985http://www.darkpatterns.org
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September 2013
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have they changed their ways?
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@tallen1985Tim Allen
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@tallen1985Tim Allen
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@tallen1985Tim Allen
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@tallen1985Tim Allen
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Tricking Me
@tallen1985Tim Allen
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WON’T make me love you
@tallen1985Tim Allen
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and will probably grab the wrong type of attention
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@tallen1985Tim Allen
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Times are
CHANGING
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when people only tolerate your brand you
are at risk
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November 2013
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@tallen1985Tim Allen
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@tallen1985Tim Allen
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@tallen1985http://moz.com/blog/having-a-captcha-is-killing-your-conversion-rate
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If Ryanair are shifting then surely this is a signal..
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To Conclude
@tallen1985Tim Allen
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Why do brands engage in this
trickery?
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Short term focus
@tallen1985Tim Allen
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Focusing on individual transactions
@tallen1985Tim Allen
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remember
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Consumers are becoming more savvy and cynical
@tallen1985Tim Allen
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Be the brand giving better experiences
@tallen1985Tim Allen
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Not the one waiting to be outdone
@tallen1985Tim Allen
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KEY TAKEAWAYS
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Think about people instead of one off
transactions
@tallen1985Tim Allen
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Focus on better metrics
@tallen1985Tim Allen
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Email open rates
@tallen1985Tim Allen
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Conversion rates
@tallen1985Tim Allen