Tim Allen_Make me Love your Brand, Not Tolerate It!
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Tim Allen_Make me Love your Brand, Not Tolerate It!
- 1. Make Me Love Your Brand, Not Tolerate It TIM ALLEN
- 6. Gain 100 customers Lose 97 customers
- 8. WOOHOO!
- 10. I learnt to make customers feel cared about
- 11. I learnt that customers are people
- 12. “Give each person who walks through the door an experience” My old boss Tim Allen @tallen1985
- 13. More than just getting customers through the door
- 14. getting our customers to love us
- 15. Average gym usage is less than once a week
- 16. we doubled that
- 17. We reduced the number of those cancelling memberships
- 18. Make Me Love Your Brand, Not Tolerate It TIM ALLEN
- 20. I hate…
- 21. SHOPPING
- 22. More so I hate…
- 24. You're being bombarded by every psychological tactic available to make you spend more. BBC Watchdog http://www.bbc.co.uk/watchdog/consumer_advic e/supermarket_psychology.shtml @tallen1985
- 27. Two for just £3.00
- 29. • £1.88 – Strawberries • £1.88 – Strawberries • £3.76 Total
- 30. SAVING 76p!!!
- 31. OR
- 32. I JUST SPENT £1.22 MORE THAN PLANNED
- 33. ON STRAWBERRIES I PROBABLY WON’T EAT
- 34. Items the store really wants you to buy at eye level
- 35. Placing items to target kids at their eye level
- 36. Queue mazes
- 37. No one is forcing anything into my basket Tim Allen @tallen1985
- 38. I still have choices Tim Allen @tallen1985
- 41. Sneaking Items Into The Basket
- 42. PIXMANIA
- 48. Inflate the cost of my basket
- 49. I probably won’t feel valued as a potential long term customer
- 50. Upsell the benefits Tim Allen @tallen1985
- 51. I’d probably buy it Tim Allen @tallen1985
- 54. Your brand is not what you sell, but how you sell it.
- 55. Opt In vs Opt Out
- 58. They have my permission but they didn’t ask for it
- 61. This might get you more email addresses
- 62. Before you run to your…
- 64. We should make everyone opt out… our mailing list will be 6 times bigger What you didn’t say to your boss Tim Allen @tallen1985
- 65. STOP
- 66. check yourself
- 67. are you focusing on the right metric
- 68. NUMBER of email list subscribers?
- 70. Subscribers that don’t engage are less valuable than those that do
- 71. be transparent and easy to understand
- 72. stop worrying about email addresses
- 74. @tallen1985
- 75. focus on who’s opening your emails
- 77. Gmail open rates have dropped 20% https://litmus.com/blog/48-of-emails-are-openedon-mobile-gmail-opens-down-20-since-tabs @tallen1985
- 78. Tricking Customers To Spend More Money
- 79. 2010
- 84. September 2013
- 85. have they changed their ways?
- 92. WON’T make me love you Tim Allen @tallen1985
- 93. and will probably grab the wrong type of attention
- 100. when people only tolerate your brand you are at risk
- 101. November 2013
- 105. If Ryanair are shifting then surely this is a signal..
- 107. Why do brands engage in this trickery?
- 108. Short term focus Tim Allen @tallen1985
- 109. Focusing on individual transactions Tim Allen @tallen1985
- 110. remember
- 111. Consumers are becoming more savvy and cynical Tim Allen @tallen1985
- 112. Be the brand giving better experiences Tim Allen @tallen1985
- 113. Not the one waiting to be outdone Tim Allen @tallen1985
- 114. KEY TAKEAWAYS
- 115. Think about people instead of one off transactions Tim Allen @tallen1985
- 116. Focus on better metrics Tim Allen @tallen1985
- 117. Email open rates Tim Allen @tallen1985
Notas do Editor
- Before I Started working at Distilled
- Not involved in online marketing, for me the internet was a playground
- Before DistilledI worked in a gymBut we had a problem
- Our business model looked like thisWe were getting customers in through the door. But they were leaving pretty quickly
- Success looked like this
- Success looked like this
- Something had to changeWe had been focusing on the wrong metric for far too long
- My boss used to say “..”So we made things more personal, got to know our clients and their needs better
- We had realised it’s about more than….
- By learning to make our customers love us and give them a more personal experience we achieved our ultimate goal of reducing the number of those cancelling memberships.
- What I learnt from this experience……
- Today I’m going to talk mostly about brands I don’t love because they don’t give their customers much love. They just take advantage.These brands are damaging their own reputation by focusing on short term profits.Tell people about how this talk is going to highlight what people are doing, how we can learn from their mistakes.
- To begin with this is what I hate
- Iceland have simply given up and now just shout “Simply Great Value”
- Guess what? Most expensive items on show
- It’s vunerable people who potentially fall for this
- But what if just before you complete the check out process, the cashier reached over and placed a few extra items in your basket whilst you weren’t looking
- Would you tolerate this?Would you pay?Online this is exactly what’s happening
- Electronics company selling cameras, TV’s, PC’s, Hardware etc
- SSD £128.99Use of colour blindness…. Very pink Button very green to stand out and draw attention
- So far so good
- Simple delivery processFree delivery WOOHOO!
- However there is nearly £30 extra on my billZen Engagement? What is this… yoga? Come on….They kindly took the effort for me to check the box……..
- VIP loyalty below the fold? I’ve never even shopped here before?!?! Now you really are just taking the…..
- If you believe in what you are trying to sell me
- Compare this to CarphoneWarhouse who are at least talking my language
- Or even Apple who give me a pretty thorough description.
- 2012 Cornell University study – the effects of people having to opt in or opt out in the event of a fatality
- When users have a decision to make they are quite often ambivalent or lazy so just stick with the default.
- Some websites whether purposely or accidently are using the exact same method in a negative wayThis means you have to OPT OUT.Potential inflating mailing list by 6 times
- Is this sign up potentially even higher due to “not being able to close the box”
- Already registered?Don’t try and trick me into giving you my information. If I’m genuinely interested I will give you it if you give me the right signpostsThis might seem like a great idea…..
- This is a terrible metric.This could potentially be full of dead accounts and people who don’t read their emails
- Our business model looked like thisWe were getting customers in through the door. But they were leaving pretty quickly
- John Lewis will probably get less subscribers but their open rate is going to be higher
- This is a much better metric to focus onBut focusing on these wrong metrics will lead you to making bad business decisions
- Now Google have introduced this..... Tabbed inbox
- since the introduction of tabbed inbox in May
- Cast your minds back to 2010
- Famously made the headlines for trying to sneak unwanted insurance into the checkout process
- This was the check out process back then
- Pretty important shit!Name as it appears on your passportJust below that “please select a country of residence”When I open the drop down where do you expect the default to be?
- To not get travel insurance you had to select the no insurance option from between Lithuania and Lativa…
- Now moved away from the passport detailsStill contains the wording “please select a country of residence”
- Most popular countries at the top of the list…. For ease of use
- Again to not purchase insurance is buried at the bottom of the listIt’s not even grammatically correct
- If you don’t choose a location only the selection box is highlighted, not the fact you haven’t chosen if you want travel insurance
- Free wifi, on board films, comfy seats and for a very competitive price. THEY ARE GIVING FREE STUFF. WHO DOESN’T LIKE FREE STUFF?!
- Clean easy to use website. No tricks for when flying could be cheaper
- It doesn’t even have to be the same price. Just being in the same ball park is good enough
- Compared to this!
- People only fly with Ryanair because they are the cheapest. But if another brand comes along offering better service for the same price, you will very quickly become disposable to the customer
- Maybe Ryanair have finally realised. They have survived off being the cheapest for a long time and they have done very well from it. Maybe they are trying to change
- Maybe Ryanair have finally realised. They have survived off being the cheapest for a long time and they have done very well from it. Maybe they are trying to change
- Maybe Ryanair have finally realised. They have survived off being the cheapest for a long time and they have done very well from it. Maybe they are trying to change. CEO Michael O’Leary
- They are focusing on profit today as opposed to building a genuine brand people value.
- Focus on individual transaction rather than life time value.
- As they become more savvy and more synical the lack of trust in your brand will escalate
- Think about email open rates. Think focus on the conversions rates. Think about the people not converting?
- Think about email open rates. Think focus on the conversions rates. Think about the people not converting?
- Think about email open rates. Think focus on the conversions rates. Think about the people not converting?