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A Little Less Conversation

This is a presentation Alain Thys gave at Marktplein 2.0 in which he challenged the perspective that WOM was something "new". Instead 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.

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A Little Less Conversation

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  1. FUTURELAB A Little Less Conversation, A Little More Action 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

  2. From the conference brochure 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

  3. 1955 1967 1983 2001 2007 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 FUTURELAB

  4. After 52 years of facts and research stating that WOM is key … do marketers still need to learn how to deal with it FUTURELAB

  5. WE PREFER A ONE NIGHT STAND OVER A COMMITTED RELATIONSHIP WE FOCUS ON THE SYMPTOMS, RATHER THAN THE DISEASE WE DON’T GIVE PEOPLE SOMETHING ENOUGH TO TALK “ABOUT” FUTURELAB

  6. WE PREFER A ONE NIGHT STAND OVER A COMMITTED RELATIONSHIP WE FOCUS ON THE SYMPTOMS, RATHER THAN THE DISEASE WE DON’T GIVE PEOPLE SOMETHING ENOUGH TO TALK “ABOUT” FUTURELAB

  7. What drives conversations? FUTURELAB

  8. EXPERIENCE – EMOTION – WOM

  9. “44% of consumers say the majority of their Customer Experiences are “bland” Customer Satisfaction Averages, New Zealand, 2006 10 9 8 7 6 5 4 3 2 1 0 Travel Agent Health Service Building Society Local Council Insurer Car Manufacturer Phone Provider Electricity Provider Mobile Provider Web based company Supermarket Gas Provider Water provider Bank Book Shop Source: SRD Group, Customer Satisfaction Averages, New Zealand, 2006

  10. And most wouldn’t recommend a brand Telecom Europe = - 48% Profusion, 2005 BTW: The same often applies to the people working for the brand themselves

  11. 80% of CEO’s believe their brand provides a superior customer experience 8 % of their customers agree (Bain & Company) FUTURELAB

  12. Do you talk about brands that leave you indifferent? FUTURELAB

  13. Does your brand systematically delight customers? TO AFFECT THE CONVERSATION DON’T FOCUS ON WOM AS A SYMPTOM YET START DELIGHTING CUSTOMERS FUTURELAB

  14. WE PREFER A ONE NIGHT STAND OVER A COMMITTED RELATIONSHIP WE FOCUS ON THE SYMPTOMS, RATHER THAN THE DISEASE WE DON’T GIVE PEOPLE SOMETHING ENOUGH TO TALK “ABOUT” FUTURELAB

  15. In a million channel world, brands whose consumers tell the best stories, win FUTURELAB

  16. Don’t Just Tell Me Anything Tell me stories that make my conversations more interesting

  17. FEATURES - BENEFITS VALUES - PROPOSITIONS WHERE ARE THE STORIES ??? FUTURELAB

  18. Brands must become storytellers So it is possible for customers to talk about them. FUTURELAB

  19. THE GREATEST MARKETING STORY EVER

  20. Origins Pope Innocent III Fourth Lateran Council (1215) Birthstones

  21. BUT WHY THE DIAMONDS?

  22. FUTURELAB 1938: Harry Oppenheimer meets Gerold M. Lauk of N.W.Ayer

  23. Cullinan IX Europe 1938 1948 1953 1990s Cullinan III & IV FUTURELAB

  24. Video http://www.youtube.com/watch?v=p0FDGnAIWpk FUTURELAB

  25. Stories replace 1,500 years tradition 1967 The Beers Goes Japan (occasional) 1972 Diamonds = 27% 1981 Diamonds = 60% 2007 Second largest diamond market (after US)

  26. Hemingway Van Gogh Chabrol Sartre ...

  27. What is the story of your brand? TO AFFECT THE CONVERSATION TELL STORIES WHICH CUSTOMERS CAN AND WANT TO TALK ABOUT FUTURELAB

  28. WE PREFER A ONE NIGHT STAND OVER A COMMITTED RELATIONSHIP WE FOCUS ON THE SYMPTOMS, RATHER THAN THE DISEASE WE DON’T GIVE PEOPLE SOMETHING ENOUGH TO TALK “ABOUT” FUTURELAB

  29. Are You a One Night Brand? Renault vs. SonyStyle

  30. How often do you really talk to your customers?

  31. Do you keep your promises? http://www.youtube.co m/watch?v=xaaAYVU WP0I 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)

  32. 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

  33. IF YOU WANT CUSTOMERS TO COMMIT TO YOU, SHOW SOME COMMITMENT FIRST FOCUS ON THE DISEASE, BY MAKING THE TOTAL EXPERIENCE UNIQUE TELL STORIES SO PEOPLE ACTUALLY HAVE SOMETHING TO TALK ABOUT FUTURELAB

  34. FUTURELAB But I’m just a marketer That is not my department …

  35. 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

  36. Consider Each Moment of Truth as a Brand Expression 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 Source: DAVIS S., LONGORIA T., “Harmonising Your Touchpoints”, Brand Packaging, Jan/Feb 2003 FUTURELAB

  37. 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

  38. FUTURELAB A Little Less Conversation, A Little More Action Feel free to re-use or mash-up this presentation under Creative Commons 2.0 licence (non-commercial, attribution)

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