Being memorable in business requires that you understand what's important to your audiences and communicate that you offer it -- it a relevant way. This presentation discussions being relevant, using the right tools and adding personality to your online efforts to engage with customers.
3. “BAD” Memorable 3
“Good” Memorable
Offers something that
meets my needs
= Matters
Deals with something I
find interesting
Has a personality I want
to be around
Makes me want to find
out more
4. “BAD” Memorable 4
“Good” Memorable
Offers something that
meets my needs
= Matters
Deals with something I
find interesting
Has a personality I want
to be around
Makes me want to find
out more
6. 6
Relevance = Results
Offers systems security services for financial institutions
Two targets - IT managers, CFO/COO’s
Each has different interests - “this is my responsibility” vs. “this will hurt the
stock price of the company”
Tested segmented email vs. general message to both targets
52% 14%
5% 42%
4%
1.25%
Email Response Lead-to-Opportunity Open Rate of
(Website Registrations) Conversion Follow-Up Emails
General Segmented
7. 7
Relevance = Results
Candle purchase
motivation differs
Mood vs. decor vs.
gifting
Catalog redesigned by
segment (scratch & sniff)
Response rate doubled
8. 8
Relevance = Results
Best Buy spent $50 million in
2005 to remodel 110 stores
Specific customer segments
Converted stores saw sales
growth double vs. control
stores in the first 3 months
9. 9
Irrelevance = Irritation From:
Subject:
Date:
"Williams-Sonoma" <Williams-Sonoma@enews.williams-sonoma.com>
Parents Love the Beaba Babycook
January 28, 2009 10:20:05 AM GMT-07:00
To: susan@themanitou.com
Reply-To: "Williams-Sonoma" <customerservice@enews.williams-sonoma.com>
Beaba Babycook | Cooking for Baby Cookbook Add Williams- Sonoma@enews.williams- sonoma.com to your address book.
WS Kids | Shop Other Specialty Electrics View this email with images.
People expect relevant
messages in their inbox A favorite in Europe, the Beaba Babycook is
now available to American families. It does it
all – steam-cooking, blending, pureeing,
Delivering irrelevant defrosting and reheating – so baby gets the
benefit of meals made with only the fresh,
natural ingredients of your choosing. A
messages can hurt your perfect gift for new parents and an excellent
way to introduce babies and toddlers to new
relationship with your
tastes. Watch our video to see how it works.
customers
Cooking for Baby Cookbook
They expect more Wholesome meals for babies and
toddlers – 80 recipes.
Exclusive $19.95
Tips and recipes for all ages
Shop More Specialty Electrics
Cookware Electrics Food Gift Cards
Bakeware Cutlery Recipes Check your
card's balance
Cooks' Tools Décor & Furnishings Store Locator
and redeem it
Tabletop Glass & Bar Top Rated online!
14. 14
Sweet Spot
Don’t try to be all
things to all What
audiences You
Do
You are better at Well What
some things than They
others Really
Want
Some audiences
are better for you
than others
15. 15
Relevant Strategy
All good marketing plans begin with a strategy based on
audience relevance... then focus BY AUDIENCE on:
Messaging
Targeting
Media types
Promotions, products, etc. that will matter to each
audience
Conversion tracking and metrics
16. 16
Be visible
Help the right people find you
In real life (Events)
Online (SEO)
17. 17
Who Is Online
12 Billion US searches per month
53% increase from 2007
70% of Americans use the Internet
49% use search engines daily
Demographics: $50,000+ household
18. 18
How SEO Works
Search engines have a mission to bring the most
relevant results to you
Google has moved toward “personalized search”
90% of web users click on the first results page
19. 19
How SEO Works
Paid
14%
86% chose Google
organic listings vs.
paid search
Organic
86%
20. 20
If you’re not in the top 3 results, you’re not being seen
Fig 1. Google SEPR Click and Attention distribution ‘heat-map”
21. 21
Email
Name
Personalize with specific Dear Customer,
relevant information (case
studies, testimonials We have lots of great
relevant to recipient’s stuff for everyone!
industry or concern)
Link to specific content
Visit our site:
on your site, not just your www.greatco.com
home page
22. 22
Personality
Show some - for you, for your brand
24. 24
Brand Personality
Toys and apparel for geeks
Entertaining product descriptions
Social media
“Today in Geek History: Buzz
Aldrin is born and Rainn
Wilson re-enters Earth’s
atmosphere in a
bioengineered human baby
suit.”