1. Connecting with the
Fluid Customer
Jan 31, 2012

2. TODAY’S
AGENDA
1 A look at today‟s fluid consumer
2 Implications for today‟s brands
3 A framework for fluid marketing
4 Questions
© 2012 Critical Mass.
All Rights Reserved

3. We are a marketing agency creating
extraordinary experiences.

4. A FULL SERVICE
DIGITAL AGENCY
A STRATEGY B EXPERIENCE DESIGN
C SOCIAL D MOBILE
E TECHNOLOGY F MEDIA & MARKETING
G MARKETING SCIENCE H PROGRAM MANAGEMENT

5. Today‟s Brands Must Face Reality

6. TODAY‟S
CONSUMER HAS
HIGH EXPECTATIONS
WE MUST MEET &
EXCEEDTHEM

7. THERE IS A SEA CHANGE UNDERWAY
FROM TO
PASSIVE ACTIVE
PLANNED AD HOC
CAMPAIGNS PLATFORMS
SIT BACK LEAN FORWARD
INTERRUPTIONS ACTIVE
JUST INTEGRATED ASSISTANCE
SEQUENCED HIGHLY
CONTEXTUAL
FLUID

8. FLUID CONSUMERS
EBB AND FLOW AT THEIR LEISURE
SEEK THEIR OWN LEVEL
FOLLOW THE PATH OF LEAST RESISTANCE
ERODE THE BEST MARKETING INTENTIONS
COLLECTIVELY, ARE A FORCE OF NATURE

9. TREND ONE
STEP FOUR
Touch Points
Your consumer lives in the here & now
• Real Time
• More Demanding
• Little Patience
• Always-on 9

10. Mandate 1
Right here, right now
Square Card Case
mobile app uses Patagonia seamlessly shows partners
geofencing to make as well as their own inventory
putting charges on your
tab easy.

11. TRENDFOUR
STEP TWO
Touch Points
Your consumer seeks answers
• Think Touch points, not channels
• Blend Information and inspiration
• Context becomes king

12. Mandate 2
Don’t Make Me Think!
American mobile app Boston Globe elegantly adapts to the device
is contextual across desktop, tablet or phone.
to your travel
situation.

13. TREND THREE
STEP FOUR
Touch Points
Your consumer is plugged in
• Data driven lives
• Blend the collective with the personal
• Facts, figures, ratings, likes, offers, and more

14. Mandate 3
Aggregate To Serve
MedHelp aggregates health Mint aggregates finances
information to help millions and advice to help
a month live healthier lives consumers get out of debt

15. TREND FOUR
STEP FOUR
Touch Points
Your consumers are hive-minded
• Connect to like-minded buyers
• Seek guidance from each other
• Lead or validate your thinking
• Amplify your messages

16. Mandate 4
Help Them Find the Crowd
Pampers brings moms together Foot Locker’s Sneakerpedia
to learn and share. connects sneaker collectors.

17. TRENDFOUR
STEP FIVE
Touch Points
Your consumer expects (extra) value
• Help them achieve their goals
• Be with them at the point of need
• Blend product plus service
• Curate to save them time

18. How do you serve the fluid
consumer?
Make your brand more productive.

19. Mandate 5
The Productive Brand
WHAT IS DONE
PRODUCTIVIT
Y= WHAT IS REQUIRED TO
DO IT
TIME IS THE DENOMINATOR FOR TODAY‟S
CONSUMER
CONSUMER TIME FOUND = THE NEW
MEASURE

20. Productive Brands recognize that
there‟s more engagement and
revenue to be won by serving
consumers than there is to be won
from “marketing” to them.

21. 01
Build Anytime, Anywhere Value
Your Consumer Cannot Live
Without
02
DIGITAL Be Where Your Consumer Is with
Contextual Relevance
BRAND BUILDING 03
Continuously Innovate With
FROM „SERVICE‟ Research to Stay Ahead of
Customer & Competitive
TO SERVING Demands
04
Bring the Brand Promise to Life in
Emotion and Value
05
Align to Demonstrate Productivity
of your Brand to your target

22. To connect with tomorrow‟s consumer
brands must embrace new
expectations and provide service at
the point of need (and choice).

23. FLUID CONSUMERS USE
NON-LINEAR DECISION MAKING

24. THERE‟S A NEW
MENTAL MODEL
FROM FUNNELS
TO CONTEXTUAL
CONNECTIONS

25. PRODUCTIVITY IS SERVICE
APPLIED ACROSS THE FLUID LIFECYCLE
GIVE ME A REASON
Inspire me to
engage
HELP ME FIND
ANSWERS
Support everyday & ASSISTANCE
adjacent learning & at the point of
need
discovery
EXTEND THE
PROPOSITION
Reinforce the value
proposition at every
touchpoint, and make
me comfortable to buy

26. UNDERSTAND THE GIVE EACH
CONTEXT & EXPERIENCE
SERVE A PURPOSE
THE INTENT

27. 01
Start With Customer Insight
Innovation based on customer needs and
frustrations.
PRODUCTIVE BRANDS
CREATE NEW 02
Look For The Win / Win
VALUE Align to create tools and experiences that
help consumers across the lifecycle – from
researching to ownership.
AND FOSTER MORE
MEANINGFUL 03
Don‟t Let Another Brand Steal
CONNECTIONS The Show
Treat productive extensions like products –
invest to evolve and differentiate them.

28. Find us:
www.criticalmass.com
@criticalmass
© 2012 Critical Mass.
All Rights Reserved