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The Art of Losing MoneyHow Ignoring Some of The Trends Is Causing You To Bleed Cash
Half of the money spent on advertising
is wasted.Problem is, I don’t know which half.
Do you measure your marketing activities?
• Don’t know how.
• Can’t be measured (image & PR campaign).
• We’ve always done it that way and it worked.
Measure.You’ll be better off than half of your competition.
Trend #1:
Invest in customer experience!
Or you’re wasting both halves.
2016
How do you do that?
Two Types of Audience
Passive / theredetached, not-so-engaged
Immersed / hereactive, engaged
Two Types of Messages
Repeatedlogin process
Improvisedregistration process
Brand Touch Points
Immersed
Passive
Repeated Improvised
TV ad
brochure
website
welcome & start meeting
order a product
there’s something wrong
social media
new product launch
conference
The Customer Told This Story… To “Forbes”
Was this marketing?
Smarketing.Sales, customer service & marketing
in one project team.
Trend #2:
Consumer Is a Medium.Catering to many small audiences renders more effective
than one-to-all message on mass media.
Trend #3:
Southwest Airlines
• The Southwest Way: have fun, don’t treat yourself too seriously, celebrate successes, enjoy your work, be a passionate team player.
–Colleen Barrett
“We will miss you.”
Your customers should love youThe brand is not enough!
Lovemark.The brand is not enough.
Trend #4:
What is a lovemark?
• Commodity: a milk, a yoghurt, a mineral water.
• Fad: new fashionable Rihana haircut.
• Brand: respected, without WOW! SONY’s TVs, Dell’s computers.
• Lovemark: has devoted fans. Apple, Netflix, Chanel…
Respect
Love
lovemarkbrand
commodity fad
Your customers should love youHow do you do it?
The Triangle of Love(not the love triangle)
passion
intimacycommitment
Passion
• Strong, emotional bond.
• Does not have to be positive.
• The brand needs an enemy.
Add Emotions
Commitment
Messaging Channels
Two way
One way
Public Private
TV (ad)
brochure (info)
website (about us)
FB page (post)
Blog (article)
?
Mail (newsletter)
LiveChat (conversation)
Intimacy
Intimacy
• Know exactly, what your customers want.
• Let them feel that communication is personal(personalization, choice of channel).
• Shared secret.
100% response ratewithin 2 hours!
