This is my 2012 talk on how brands should be engaging with customers. its back to the fundamentals stuff that most marketing managers are not applying. I trust that it will add much value to your customer relationship strategies.
2. BRANDS THAT
LOVE CUSTOMERS...
1. Create the Love
2. The Rules of engagement
3. Tactics of engagement
4. Creative examples to inspire you
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7. Dating basics
Couples usually wait until 6-8 dates before they are willing to enter into an
exclusive relationship.
The most common time for breakups is around three to five months.
On average, it takes between 12 to 14 dates before couples will trade house keys.
Dating your customers
6-8 touchpoints per campaign
Don’t flirt to convert and then forget. We invest time into building the
relationship, you’ll reap the rewards of loyalty
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8. Dating basics
Ninety-two percent of single parents would rather date other single parents.
Researchers at the University of Chicago found that people were twice as likely to
find a date through friends and family than through the bar scene.
Dating your customers
Consumers choose brands that understand who they really are.
Word of mouth, peer to peer recommendations are most powerful
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9. Dating basics
Psychologists at the University of Pennsylvania studied data from over 10,000
speed daters and found that most people make a decision regarding a person’s
attraction within three seconds of meeting.
Dating your customers
Creativity is critical
All communication needs to work in the first 3 seconds
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10. Dating basics
Thirty-three percent of online daters form a relationship, 33% do not, and 33%
give up.
Dating your customers
Segment your customer base, using psychographics rather than demographics
If you work harder, you can easily get 33% more customers
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11. Dating basics
In the online dating world, women are afraid of meeting a serial killer. Men are
afraid of meeting someone “fat.”
According to stats, only about 3% of men are psychopaths, of which only a tiny
percentage are serial killers.
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13. #1The brand HAS to live inside-out
If there’s love at home, the whole house is happy
Create brand engagement internally before expecting others follow
Sustain your internal brand with the same level of passion you would
for your customers.
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15. #2 Customer loyalty is the key to profitability
Everyone longs for a long term relationship
Have a sales philosophy that emphasizes relationship building. Think end-
of-time friendships, not end-of-month totals.
Without customer loyalty, customers leave. Then you can end up
sacrificing as much as a third of your sales year just to get your numbers
back to where they were the previous year. Ouch.
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18. #3 Lead something!
Everyone wants to follow something worthwhile
Be known for something, a cause, a conspiracy...
Define a unique niche and become the customer's expert on it.
Write your unique brand stories, create content, PR, write songs...
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21. 5 of the most common marketing errors
1. Trying to force customers to love your brand (come
alongside them in their lifestyle)
2. Playing it safe (safe is risky)
3. Speaking generically to a faceless target market (tribal
mapping, insights)
4. Thinking marketing is not measurable (measure what
matters)
5. Focus on creativity alone (change behavior, get customer
to buy).
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22. I know the rules,
I just can’t get them to notice me!!!!
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23. Customers love: to see things done differently
take an everyday challenge: the ability
service and make it to look in order to
different see something new.
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24. Customers love: to see things done differently
Customers perceive innovation
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25. Customers love: to see things done differently
Customers perceive innovation
Aida Cruises
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26. Customers love: to see things done differently
Customers perceive innovation
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27. The tactics of engagement
(dating can be a tricky business :)
28. Being tactical
Roman Legionary
Medieval Knight
Turk Horse Archer
Chinese Crossbowman
British Redcoat
Air Cavalry trooper
Each one plans his strategy, but the
battlefield determines the tactics.
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29. Being tactical
We’re
running with
the bulls!
Strategic Tactical
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30. Being tactical
Research shows that peers are the most trusted, and we
(marketers) are the least...
...what if we put our brands into the hands of the market?
(Digital is the platform where all the action is, but banner ads
have less than 0.2% click-through)
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32. Being tactical
Case study:
A tactical campaign: finding the connectors, creating a big idea that
can be seeded into the ‘community’, owned by the consumer.
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33. Peer marketing extends your sales
force across channels you cannot buy.
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34. NMMU flashmob
• Utilise a university asset – NMMU choir
• Utilise 4000 names from Open Day Competition 2 months prior
• Involve target rather than speak to them
• Move the ‘real world’ idea into the digital environment
• Feed to ‘connectors’ on Facebook
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35. NMMU: A fully integrated, tactical campaign
Radio/Mag/flyers/banners
Cinema ads
Viral / Youtube
Connectors: video sharing
Experiential big idea
Movie/food courts
Speak with the target audience, not to them.
38. RESULTS
with only minimal local support media
• Over 100 000 hits within 2 months of upload
• One of the fastest growing South African videos of the year
• The most watched South African video on YouTube when initially
released
• Viewed on every continent
• Featured on eNews & on News24 masthead
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39. RESULTS
• Flash mob video received over R400 000 Online Ad Value from
exposure online - 10 times the cost of production of the video
• Total traditional media (offline) AVE for flash mob was R 445 000
• R 1 345 000 Media Value from a R 70 000 production
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40. RETURN ON INVESTMENT
Undergraduate Applications
2010 : 10 340
2011 : 13 853
An extra 3513 students
An average of R15 000 fees
An potential extra R52 million
•
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42. closing time...
You’re in a relationship, never forget that
First create the brand inside
Be remarkable and lead something
Focus everything around lifetime value
Get powerful wins by being tactical
Run creative campaigns and measure what matters most
Live for the Boom!
