From BOLO 2013 3P Track presentation by Susan Baier. The 3P Track is exclusively for agency partners, presidents and principals. Attend BOLO 2014 October 19-21, 2014 in Scottsdale: www.boloconference.com
I spent almost 30 years in marketing strategy
Agency side and client side
15 years ago, working at a big oil company
Marketing a commodity - gas
But we discovered that it really wasn’t a commodity to most users.
Some were fiercely devoted to a single brand and had a gas card.
Some would purchase any in a tier of brands depending on most convenient at the time
Some would drive substantially out of their way to save a few pennies - brand was not a factor, or even a negative
Some would buy wherever was closest on the right when they needed gas
Difference is to stop thinking about WHAT people are doing, and start understanding WHY.
WHy does this matter to agencies?
Why bother when we can sit around a table and decide personas based on demos?
Demos don’t tell the story - require a leap. Keeping our fingers crossed.
Understanding motivations with quantitative, statistically reliable data
Big data is awesome, but it’s hard
Can’t always figure out what it says
Smart data is manageable and helpful
Isn’t hard to imagine how you could speak to these people differently
15 years ago, this work cost $250,000, took nearly a year
Today, thanks to widespread internet access and power of computing, as little as $10k, 6 weeks
Attitudinal segmentation
Perfect tool for agencies
Agencies start thinking about attitudinal segments
segmented site, email, social, promos, landing pages, events, etc.
Clients more likely to believe with data behind recommendation
Known quantity, will work better
Client tested segmented onboarding protocol - highest satisfaction ratings they’d ever seen, half the abandonment rate of unified onboarding
Ongoing segmentation to drive relevant communication
Panel
FASTER WORK
No guessing, less time spent spinning wheels
Lower costs
Now it’s a profit driver vs. expense
Get to success more quickly -- PPC, SEO, email subject lines, etc.
Reduce test time
All possible without good data, BUT...
Clients more likely to believe with good data
You look smarter, you ARE smarter
Within reach for even smaller agencies and clients