What causes customers to “like” a piece of content? What motivates them to go with one product over another? And why do they decide to either cut off a brand after purchase or become a brand advocate? These are all questions Adria will answer as she takes you through the role emotions can play in marketing. You’ll walk away knowing what type of marketing resonates best throughout the sales funnel and have a better understanding of what customers really want from brands.
59. @adriasaracino
#MNSummitSource
“Brands that scored in the top
quarter were 86% more likely to be
purchased by the consumers
considering them. They were 9%
more likely to repurchase and
115% more likely to be
recommended to others. ”- Patrick Spenner & Karen Freeman, management
consultants at Corporate Executive Board and authors of
study
67. WAYS TO EASE REMORSE
@adriasaracino
#MNSummit
Connect them with customers with similar purchase
Suggest creative uses for products they purchased
Exclusive discounts or events
Anticipate questions
68. HOW TO ALIGN WITH CONSUMERS
AND TURN THEM INTO ADVOCATES
97. QUESTIONS TO ASK
@adriasaracino
#MNSummit
What problem is your brand trying to solve?
Besides making money, what defines success?
What words do employees use to describe the brand?
Why do you get up to go to work everyday?
99. @adriasaracino
#MNSummitSource
“Brand behavior and brand touch is
more important than brand voice.
Amex can say they are all about
small business, but there wasn’t
much reason to believe until they
launched Small Business
Saturday.
”- Kelly O’Keefe, professor of brand
management at Virginia Commonwealth
University
106. MORE WAYS TO RALLY ‘EM
@adriasaracino
#MNSummit
Gamify the experience once they’ve joined
Sign-ups for market research in exchange for perks
User generated content
Reward programs
109. SUMMARY CHECKLIST
@adriasaracino
#MNSummit
We feel before think; make content that triggers (+) emotions
Know your customers’ consumption matrices & questions
We’re FOMO MOFOs; don’t give too much choice & K.I.S.S.
Develop a good product, customer service & brand experience
Ease buyers remorse; utilize those emails!
WE PROCESS EMOTIONS IN 1/5 THE TIME IT TAKES TO PROCESS THE SAME INFO LOGICALLY.
WE HAVE 10x THE SIGNALS RUNNING FROM OUR EMOTIONAL BRAIN TO OUR RATIONAL BRAIN THAN THE OTHER WAY AROUND, AND OUR EMOTIONAL REACTION RESOUNDS MORE LOUDLY THAN RATIONAL
OF THESE EMOTIONS, SCARED IS PREDOMINANT.
THIS LEADS ME TO HOW emotions influence our online behavior and purchasing decisions?
Everyone is risk adverse toward some things more than others. When purchasing, we evaluate the consequences of making a particular decision and see how this aligns with our personal risk affinity.
This perception is super nuanced and makes every single matrix different per person, to illustrate this, here is my consumption matrix. (TAKE THEM THROUGH EACH, DESCRIBING HOW I’M ANXIOUS WITH WHAT I PERCEIVE HIGH INVESTMENT)
NEED TO KNOW YOUR FUNNEL. DO PEOPLE COME IN FAST OR SLOW? THIS CYCLE CORRESPONDS WITH THE FUNNEL AND I’LL TAKE THEM THROUGH EACH STAGE TO DISCUSS HOW TO INFLUENCE PURCHASING BEHAVIORS.
THE 1ST GIVE WE GIVE IS THAT TO OUR MOTHERS WHEN WE RETURN HER SMILE. IT RELEASES BONDING & FEEL GOOD CHEMICALS IN THE BRAIN & FORGES A BOND BETWEEN US, TEACHING US THAT OUR OWN JOY INCREASES WHEN WE OFFER IT TO OTHERS
Tell story about how sister and I joke about Seattle making us soft
LONG FORM CONTENT = MORE WORK = HARDER = SMARTER
OF CONTENT THAT GOT A LOT OF SHARES AND INCITED ANGER. This example had 5200 complaints, 120K signed signatures & became banned in the UK. The most complained about advert in the UK of all time.
However, this sentiment changes for specific products. For example, for products where the specs highly influence purchasing decisions, consumers trust brand website more (cameras)
Need to know their questions and answer them, both on your site and offsite
OR HIRE PEOPLE TO TALK THEIR WAY THROUGH YOUR SITE AS IF THEY WERE THINKING ABOUT PURCHASING AN ITEM YOU SELL. THIS WILL NOT ONLY HELP YOU UNDERSTAND WHAT’S DIFFICULT TO FIND ON YOUR SITE, BUT THEY WILL TALK THROUGH THE TYPES OF THINGS THEY ARE WONDERING OR LOOKING FOR WHEN CONSIDERING
TALK ABOUT CRO, PUTTING TO REST ANY LAST WORRIES, ROLE OF CUSTOMER SERVICE
NAVIGATION = ANTICIPATING CONSUMER INTENT & BRINGING THEM TO INFO THEY NEED DIRECTLY, TRUST = REVIEWS & DESCRIPTIONS OF USE, NOT RESEARCH/DATA, & COMPARISON = EASE OF WEIGHING OPTIONS
Decision simplicity index, study featured on Harvard Business Review
That usertesting.com will come in handy again. Others include.
ESPECIALLY GOOD TIME FOR EMAIL. THEY DO EVERYTHING RIGHT. 1) ASK FOR A REVIEW FOR PRIZE, 2) TELL YOU ABOUT BIKING EVENTS, 3) OFFER FREE BIKE TUNE UP, 4) OFFER TO JOIN COMMUNITY. ALL WITHIN FIRST FEW DAYS OF PURCHASE.
there are brands that have become synonymous with the products or services they offer.
I went to twitter to find out
Studies show consumers say no
I agree with these 2 – customers don’t know they want a relationship, and also, the word “relationship” is too strong
ONLY 20% OF THE WORLD’S BRANDS MAKE A MEANINGFUL IMPACT TO OUR LIVES. THESE ARE THE TOP 10
THEY’LL ALSO WRITE ABOUT BAD CUSTOMER SERVICE
YOU WANT TO BE A COMPANY THAT IS KNOWN FOR GREAT CUSTOMER SERVICE
GREAT EXAMPLE OF COMPANY DOING CUSTOMER SERVICE RIGHT. SURPRISE RECIPROCITY. ALL 3-4 DAY SHIPPING IS AUTOMATICALLY UPGRADED TO ARRIVE FASTER.
EXAMPLE OF COMPANY DELIVERING OVER THE TOP CUSTOMER SERVICE & LEVERAGING IT FOR PR – RITZ CARLETON