The document discusses how brands have struggled to engage customers as attention spans have decreased over time due to new technologies. It argues that brands need to use customer data and technology to create highly personalized and relevant engagements. As an example, it outlines how a supermarket could use a customer's online and in-store purchase data to offer targeted deals and promotions, start an online community, and significantly increase that customer's spending. The key is building ongoing one-to-one relationships with customers through engaging conversations.

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

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

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

4. IT’S ENTIRELY
ZUCKERBERG’S
FAULT.
RIGHT?
CraigLeGrice

5. DO YOU WANT
THE GOOD NEWS
OR THE BAD
NEWS!?
CraigLeGrice

6. GOOD NEWS:
YOUR CUSTOMER
STILL LOVES YOU.
CraigLeGrice

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

8. OUCH.
CraigLeGrice

9. IT GETS WORSE...
CraigLeGrice

10. IT’S ALL YOUR
FAULT...
NOT MARK’S.
CraigLeGrice

11. BRANDS HAVE
TRAINED AND
CONDITIONED
THIS BEHAVIOUR
FOR YEARS.
CraigLeGrice

12. REMEMBER THE
GOOD OLD DAYS
WHEN PEOPLE
PAID ATTENTION?
CraigLeGrice

13. 1920s READ
COVER TO COVER,
NEWSPAPERS
RULED THE
WORLD.
CraigLeGrice

14. 1940s WHEN THE
RADIO WAS KING,
PEOPLE SPENT
HOURS AT A TIME
LISTENING.
CraigLeGrice

15. 1960s TV MADE
THE AVERAGE
ATTENTION SPAN
A NEAT ONE
HOUR SLOT.
CraigLeGrice

16. 1980s SONY AND
PHILIPS CREATED
CDs. A 40 MINUTE
ALBUM WAS NOW
IN YOUR POCKET.
CraigLeGrice

17. 2000s APPLE’S
iPOD AND iTUNES
CHOPPED MUSIC
SALES IN TO 3
MINUTE TRACKS.
CraigLeGrice

18. 2010s WE USE
TWITTER IN 140
CHARACTER
BITES. FACEBOOK
ADS ARE NOW 90.
CraigLeGrice

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

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

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

22. ARE YOU USING
EVERY DIGITAL
TOOL AVAILABLE
FOR MAXIMUM
RELEVANCE?
CraigLeGrice

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

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

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

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

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

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

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

30. LAST YEAR
FMCG BRANDS
SENT OUT
300 BILLION
COUPONS.
CraigLeGrice

31. WERE THEY
GOING FOR THE
PERSONAL
TOUCH?
;-)
CraigLeGrice

32. 300 BILLION IS A
BIG NUMBER.
BUT THE BIGGEST
NUMBER HERE IS
ACTUALLY 1...
CraigLeGrice

33. ONE TO ONE
RELATIONSHIPS.
BRAND LOYALTY
IN REVERSE.
CraigLeGrice

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

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

36. THIS CLOSER
RELATIONSHIP
ALLOWS US TO
UNDERSTAND
JANE BETTER.
CraigLeGrice

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

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

39. JANE VISITS OUR
SUPERMARKET
ON THURSDAY
NIGHT.
CraigLeGrice

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

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

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

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

44. IT’S NOT ROCKET
SCIENCE YET.
GRANTED.
CraigLeGrice

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

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

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

48. WHAT ELSE
WOULD SHE LIKE
FOR THIS WEEKLY
EVENT?
CraigLeGrice

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

50. $1 OFF CHIPS
AND DIPS AND ‘3
FOR 2’ ON DVDs
ON TURSDAYS.
FOR A START...
CraigLeGrice

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

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

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

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

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

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

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

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

59. RESULT!
BUT THERE’S
MORE...
CraigLeGrice

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

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

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

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

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

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

66. SIMPLE AND
EFFECTIVE
ENGAGEMENT
HAS GIVEN US:
CraigLeGrice

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

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

69. MOVING
FORWARD, WE
HAVE BIGGER
PRIZES:
CraigLeGrice

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

71. 10 OF JANE’S
FRIENDS. WE
ALREADY KNOW
1 THING THEY’LL
ENGAGE WITH.
CraigLeGrice

72. WE’VE GAINED
ACCESS TO A
STRICTLY
CLOSED
ENVIRONMENT.
CraigLeGrice

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

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

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

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