How to Align your Marketing with Customer Emotions | Adria Saracino

HOW TO ALIGN YOUR MARKETING

WITH CUSTOMER EMOTIONS

ADRIA SARACINO

@adriasaracino #MNSummit Source



GUT REACTIONS ARE FORMED IN

3 SECONDS OR LESS

@adriasaracino #MNSummit

LOGICAL MIND

EMOTIONAL MIND

WISE MIND

Source


LOGICAL MIND

EMOTIONAL MIND

WISE MIND

Source


WE FEEL MORE THAN WE THINK



HAPPY SAD

ANGRY SCARED


HAPPY SAD

ANGRY SCARED


WE’RE ALL FOMO MOFOs

CONSUMER BEHAVIOR


“ For most people, the fear of losing $100 is more intense than the hope of gaining $150. ” - Daniel Kahneman, Nobel Prize-winning psychologist


love

hate

low investment high investment THE CONSUMPTION MATRIX


love

hate

low investment

camera

cable

clothes

car maintenance

furniture

hair products high investment THE CONSUMPTION MATRIX

KNOW YOUR MATRIX POSITION

KNOW YOUR BUYER’S CYCLE


PLAY LOOK

BUY STAY

trigger

consider advocate

retain

HOW TO ALIGN WITH CONSUMERS

WHILE THEY ARE AT PLAY


PLAY LOOK

BUY STAY

trigger

consider advocate

retain

How do we get consumers to discover our brand?

DETERMINE WHERE THEY HANG


1. ASK FOR A CUSTOMER LIST


2. RUN IT THROUGH FULL CONTACT


3. PUT OCCUPATIONS IN WORDLE

Source


4. FIND INFLUENTIAL CUSTOMERS


5. USE SOCIAL ANALYTICS TOOLS



FREAKONOMICS, MARKETINGLAND, HBR, & FIVETHIRTYEIGHT

Source

@adriasaracino #MNSummit Source, SEO for Excel plugin

0

20

40

60

80 TOP 10 MOST SHARED DOMAINS

TWEET ARCHIVIST + EXCEL PLUGIN

GET THEM TO SHARE YOUR STUFF


WHY DO PEOPLE SHARE?

FEEL INVOLVED

SUPPORT CAUSES

EDUCATE OTHERS

NOURISH BONDS DEFINE ONESELF


WHY DO PEOPLE SHARE?

FEEL INVOLVED

SUPPORT CAUSES

EDUCATE OTHERS

NOURISH BONDS DEFINE ONESELF


SHARING CONTENT HAS BECOME

A FORM OF GIFT GIVING


WE GIVE GIFTS THAT

COMMUNICATE OUR IDENTITY


LONG-FORM CONTENT


WHAT DO PEOPLE SHARE?

POSITIVE MESSAGES

CONTENT THAT EXCITES PHYSIOLOGICALLY


WE LIKE SPREADING CHEER

Source


AND LOOKING REALLY SMART

Source


BUT EXCITABILITY TRUMPS

Source, Paddy Power’s original article @adriasaracino

#MNSummit

CAVEATS & WARNINGS


Only incite emotions that align with your brand

Make your content skimmable; and change it up!

Don’t underestimate the value of trust & reputation


WHILE THEY LOOK FOR SOLUTIONS


PLAY LOOK

BUY STAY

trigger

consider advocate

retain

How do we get consumers to find us when they are searching for a solution?


WORD OF MOUTH

SOCIAL MEDIA

EXPERT ADVICE

BRAND WEBSITE

MEMORY SALES STAFF FORUMS USER

REVIEWS


EXPERT ADVICE

USER REVIEWS

BRAND WEBSITE

WORD OF MOUTH

MEMORY

SALES STAFF

SOCIAL MEDIA

FORUM

“ 50% say they wouldn’t trust a product’s branded website for an unbiased assessment


BRAND WEBSITE

EXPERT ADVICE

USER REVIEWS

WORD OF MOUTH

MEMORY

SALES STAFF

SOCIAL MEDIA

FORUM

“ 50% say they wouldn’t trust a product’s branded website for an unbiased assessment


USER REVIEWS

EXPERT ADVICE

BRAND WEBSITE

WORD OF MOUTH

MEMORY

SALES STAFF

SOCIAL MEDIA

FORUM

“ 61% say they’re less likely to trust reviews paid for by the company selling the product

IDENTIFY THEIR QUESTIONS


ASK THE SALES & SUPPORT TEAMS


COLLECT LIVE CHAT LOGS


USE INTERNAL SITE SEARCH DATA


INTERVIEW YOUR CUSTOMERS


USERTESTING.COM


WHEN THEY ARE READY TO BUY


PLAY LOOK

BUY STAY

trigger

consider advocate

retain

How do we get consumers to purchase?

MAKE IT EASY TO CONVERT


product knowledge

anxi

ety

thre

shol

d most likely to get overwhelmed

ANALYSIS PARALYSIS

@adriasaracino #MNSummit Source, Decision Simplicity Index quiz

DECISION SIMPLICITY INDEX

COMPARISON

NAVIGATION TRUST


“ 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


@adriasaracino #MNSummit Source , Image Source


AND MAKE THEM WANT TO STAY


PLAY LOOK

BUY STAY

trigger

consider advocate

retain

How do we get consumers to join our community?

EASE BUYERS’ REMORSE

MORE CHOICE = MORE REGRET


@adriasaracino #MNSummit Source, Stat Source

78% OPEN ORDER CONFIRMATIONS

WAYS TO EASE REMORSE


Connect them with customers with similar purchase

Suggest creative uses for products they purchased

Exclusive discounts or events

Anticipate questions


AND TURN THEM INTO ADVOCATES


PLAY LOOK

BUY STAY

trigger

consider advocate

retain

How do we turn our community members into loyalists, advocates, and repeat purchasers?


love

hate

low investment high investment THE CONSUMPTION MATRIX


love

hate

low investment

camera

cable

clothes

car maintenance

furniture



love

hate

low investment

camera

My Cable Provider

J.Crew

car maintenance

West Elm












“ Most people wouldn’t care if 73% of the world’s brands disappeared tomorrow. ” - Havas Media study on meaningful brands



THE TOP BRANDS OUTPERFORM

THE MARKET BY 120%


PLAY LOOK

BUY STAY

trigger

consider advocate

retain

1.  Product

2.  Customer service

3.  Brand values

CREATE A GOOD PRODUCT


“ If you have a shit product, you will fail. ” - Said me, just now


GIVE GREAT CUSTOMER SERVICE


@adriasaracino #MNSummit Source, Photo


RECIPROSITY



STAND FOR SOMETHING


QUESTIONS TO ASK


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?

DEVELOP A BRAND EXPERIENCE


“ 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




RALLY YOUR COMMUNITY

Source @adriasaracino

#MNSummit

Source @adriasaracino

#MNSummit

MORE WAYS TO RALLY ‘EM


Gamify the experience once they’ve joined

Sign-ups for market research in exchange for perks

User generated content

Reward programs


EMO MARKETING CHECKLIST

SUMMARY CHECKLIST


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!

THANK YOU

ADRIA SARACINO

All imagery where not noted courtesy of Shutterstock