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Copyright 2014 Oracle and/or its affiliates. All rights reserved. |1Leading the PackAchieving Growth Through Authentic Connections, Conversations, and Content2Rachel TruairChief of StaffPetRelocationJuly 18, 2014
Copyright 2014 Oracle and/or its affiliates. All rights reserved. |PetRelocation service - Worldwide pet moving serviceMy background - @PetRelocation for 8 years; second employee hired; I started in a sales and service role; recognized online marketing opportunity2Program AgendaAbout PetRelocationCreate ConnectionsDrive ConversationsExperiences Come AliveTakeaways12345Oracle Confidential Internal/Restricted/Highly Restricted3Copyright 2014 Oracle and/or its affiliates. All rights reserved. |Today Im going to be talking about some of the marketing challenges PetRelocation faced, and how we were able to build out solutions that helped us to create connections, drive conversations, and really make customer experiences come alive. My hope is that youll gain some valuable takeaways that you can apply to your own marketing challenges to do the same.3What does PetRelocation do?LambeauSeattle, WAPre-Move PaperworkPickupFlight TicketDelivery
LambeauShanghai, ChinaOracle Confidential Internal/Restricted/Highly Restricted4
Copyright 2014 Oracle and/or its affiliates. All rights reserved. |So, one question I often get asked is What does PetRelocation do?Door to door service for pets moving internationally and within the US.Have grown 30% year over year over the last eight years.70% of annual revenue directly tied to online marketing efforts
4Create ConnectionsNot just clicks.Oracle Confidential Internal/Restricted/Highly Restricted5Copyright 2014 Oracle and/or its affiliates. All rights reserved. |People love their pets, so weve spent a lot of time trying to determine how to connecting w/customers so that they will trust us with their best friends.5What connects you to your consumer?
For us, its emotion.Oracle Confidential Internal/Restricted/Highly Restricted6Copyright 2014 Oracle and/or its affiliates. All rights reserved. |But first we had to determine WHAT exactly connects us to our customers. Its easy to build a connection off of a shared emotion in this case, love for our pets. We are lucky that we have some of the best customers out there, like Willow who moved from Illinois to Seattle(This is my favorite part because we really do have some of the best customers!)
6People love their pets.
And its easy to see why.Oracle Confidential Internal/Restricted/Highly Restricted7Copyright 2014 Oracle and/or its affiliates. All rights reserved. |Or Etta who moved from Boston to the UK.
7They love them so much, they move everywhere with them.
For Zimbo, that means even to Uganda.Oracle Confidential Internal/Restricted/Highly Restricted8Copyright 2014 Oracle and/or its affiliates. All rights reserved. |And Zimbo, a Rhodesian Ridgeback who moved with his owner who works for an NGO from the Us to Uganda
8How did those photos make you feel?
Oracle Confidential Internal/Restricted/Highly Restricted9Copyright 2014 Oracle and/or its affiliates. All rights reserved. |MOR: So, How did those photos make you feel? Unconditional love love toward your pet, or loved by your petHappiness and joy the smile your dog brings to your faceRelaxed & Grounded spending time outdoors, interacting with your pet on a different levelNostalgic for the pets youve had or met in your lifeThese emotions are what causes 90% of US HH to view pets as members of the familyPassion drives a $60 BN pet industry in the USIts easy to connect with pet owners over these emotions. Every company likes to say they have the best customers but we actually do have the best customers.WALKBUT the emotions that prospective clients are also dealing with are actually when they feel something related to this:
9How does moving make you feel?Also emotional, but in a very different way.Oracle Confidential Internal/Restricted/Highly Restricted10
Photo from Flickr: WordRidden Copyright 2014 Oracle and/or its affiliates. All rights reserved. |Moving is not a great experience. Who here has moved from one state to another? How about to a different country?Chances are your emotions when thinking about moving are very different than the emotions you feel when thinking about your pets.10What if your move looked like this?For Zimbo, it did.Oracle Confidential Internal/Restricted/Highly Restricted11
Copyright 2014 Oracle and/or its affiliates. All rights reserved. |Or remember Zimbo?Heres what the scene looked like at the airport in Uganda - Dont worry, Zimbo was not inside the crate.
11Oracle Confidential Internal/Restricted/Highly Restricted12How do we connect with this type of experience?
Copyright 2014 Oracle and/or its affiliates. All rights reserved. |Imagine being Zimbos owner, going through the emotions surrounding this type of move. Excitement Feeling like youre on a missionBut then arriving and having reality hit you that youre a long way from home.What we realized was that there was this disconnect between the emotions people feel toward their pets and the emotions they might possibly feel about the idea of having to move around the world with their pets.
12Of culture is hidden beneath the surface.90%Copyright 2014 Oracle and/or its affiliates. All rights reserved. |Concept in sociology known as the Cultural Iceberg. Developed in 1970s by Edward HallWhat is visible is the surface cultureFood, way of dress, languageBut the cultural iceberg theory says that 9/10ths of culture is below the surface.These are deeply-rooted beliefs, values, and behaviors, like how the culture views conflict, or how much personal space people require.
13The Marketing Iceberg
An opportunity to connect with customers on a deeper level. Oracle Confidential Internal/Restricted/Highly Restricted14Copyright 2014 Oracle and/or its affiliates. All rights reserved. |Id like to propose the idea of a marketing iceberg. Its the idea that the surface level emotions that your consumers have will certainly help attract them to you.
For us, there is a visible surface emotion that people feel around their pets, the love that we hear in their voices, the happiness their pets bring them. And you can connect with consumers on that level, as its one that we all feel about our pets.
However, the below the surface emotions are where the deeper connections are made. For us, those are the emotions related to the service we provide are a much stronger way to form a connection with prospective clients.
This is what I call the Marketing Iceberg. There is an opportunity to connect more deeply with customers.Misinformation or lack of information causes added stress and/or preconceived beliefs that are inaccurate (cargo hold not safe)Dealing with a complex situation related to something they feel passionately about (their pet)Happy and excited to be moving but there was also quite a bit that they were unsure of and worried about.Think about:Misinformation or lack of information in your industrySimplifying a complex situation related to a passion, concern, or fearBuilding your company credibility by pulling back the curtain on these deeply-rooted concerns
14Simplify complexities.Oracle Confidential Internal/Restricted/Highly Restricted15Copyright 2014 Oracle and/or its affiliates. All rights reserved. |So how do you tap beneath the marketing iceberg ?Simplifying a complex situation related to a passion, concern, or fear. For us, weve had success providing travel guides and checklists as free, downloadable content that we push out through email. I often hear Well, cant someone figure out exactly how to move their pet using this? and thats true, they probably could. But by empowering the consumer to do it on their own, were tapping into that suspicion beneath the iceberg that might exist that PetRelocation might just be in it for the sale.
15Pull back the curtain.Oracle Confidential Internal/Restricted/Highly Restricted16Copyright 2014 Oracle and/or its affiliates. All rights reserved. |Building your company credibility by pulling back the curtain on deeply-rooted concerns.This means not hiding behind whatever your industry tries to keep obscure. For us this might be some of the issues related to pets traveling by air being lost or dying. They say that sunlight is the best disinfectant. Its also the best way to warm someone toward wanting to hire your company. We talk a lot in our email marketing about the importance of the airlines reporting these casualties and have seen how effective it can be in helping people trust us.
16Clear up misconceptions.Oracle Confidential Internal/Restricted/Highly Restricted17Copyright 2014 Oracle and/or its affiliates. All rights reserved. |Misinformation or lack of information Whenever there is misinformation, the emotions at the bottom of the iceberg can fester and grow. It helps to bring those to the surface and really help people understand what your organization may understand but they may not. For example, one of our highest-visited blog posts is a post we wrote about how to fill out a complicated US-government document required to move your pet internationally. 17Drive ConversationsNot just conversion rates.Oracle Confidential Internal/Restricted/Highly Restricted18Copyright 2014 Oracle and/or its affiliates. All rights reserved. |18Problem: Answering the right questions for the right people.
Questions are a great conversation starter.Oracle Confidential Internal/Restricted/Highly Restricted19Copyright 2014 Oracle and/or its affiliates. All rights reserved. |At PetRelocation we are constantly answering questionsIts a messy industry with lots of technical industry-related quest