7. • Simplicity in Story
• Compelling Emotion
A REASON TO CARE
• Clarity in Strategy
• Remarkable Experience
A REASON TO LISTEN
• Alignment of Systems
• Ruthlessly Consistent
A REASON TO ENGAGE
BRANDS THAT DOMINATE EXCEL IN 3S’S: STORY, STRATEGY, SYSTEMS
STORY STRATEGY SYSTEMS
8. If you asked 10 co-workers to tell your company story,
How many different answers would you get?
9. Why you do what you do?
Why should customers care about you?
What is it that you are actually doing?
What impact will you have for customers?
How do you specifically deliver value?
How do you make the customer the hero?
WHY:
WHAT:
HOW:
TELLING A SIMPLE, YET COMPELLING STORY
10. We’re using our platform on baseball’s biggest stage to up our game and raise
awareness for those hit hardest this hurricane season.”
—John Legere, CEO, T-Mobile (The “Uncarrier”)
14. “Successfully delivering an omni-
channel customer experience
requires breaking down barriers in
the organization rather than
beating competition with
technology.”
- Fasil Masud, CDO, Staples
15. STRATEGY AND SYSTEMS TO CREATE REMARKABLE CUSTOMER EXPERIENCES
Staples Easy Button IBM Watson Omni-Channel Customer Experience
+ =
16. TOYS “R” US GOT LOST IN TRANSFORMATION
Irrelevant Story
Unclear Strategy
Misaligned Systems
17. TRADITIONAL MENTAL MODELS FOR COMMERCE
B2C
AWARENESS CONSIDERATION PURCHASE
B2B
ADVERTISING
TRADE SHOW SALES CALL PROCUREMENT
SHELF CONSUMPTION
“MOMENTS OF TRUTH”
18. TRANSFORMATIONAL MENTAL MODELS FOR COMMERCE
STIMULUS FMOT SMOTZMOT
P2P
P2T
SOCIAL MEDIA
TRIGGER
EMAIL
SMS
FULFILLMENT
SEARCH EXPERIENCE
T2T TRIGGER FULFILLMENT
PERSON
ORDER
ORDER
20. Assuring that every
consumer understands your
Story. You have 6 seconds to
make a connection. If you
have not captured interest in
the first few seconds,
someone will swipe or click,
and move on.
A REASON TO CARE
Defining and aligning your
processes, organization,
performance measures,
technology and culture to
efficiently operationalize the
strategy, flawlessly deliver the
customer experiences and
consistently measure results.
A REASON TO ENGAGE
STORY STRATEGY SYSTEMS
Creating a remarkable and
profitable customer
experience means
developing specific content,
offers, and messaging that
are delivered at each
touchpoint –each and every
customer interaction.
A REASON TO LISTEN
CRITCAL SUCCESS FACTOR FOR ECOMMERCE
21. TRANSACTIONAL
MARKETING
Interrupting someone’s
flow of activity in order
to gain attention
TRANSFORMATIONAL
MARKETING
Earning attention organically,
without interrupting
anyone’s journey
Press Releases
Display ads
Email campaigns
Telemarketing
Direct Mail
Trade Shows
Social Media Ads
Advertising
Content Marketing
Thought Leadership
Community Building
Influencer Outreach
Blogging
Public Speaking
Earned Social Media
Lead Scoring and Nurturing
FINDING THE RIGHT BALANCE
22. Because, sometimes the
only way to succeed is to
go a little crazy.
“
- Dave Sutton
@TOPRIGHTPARTNER /TOPRIGHT/IN/MARKETINGSCIENTISTS
This book is intended to challenge marketers to change their ways... to transform marketing in a way that gives customers a reason to care, a reason to listen, a reason to engage, a reason to buy, and most importantly, a reason to stay.
This book is intended to challenge marketers to change their ways... to transform marketing in a way that gives customers a reason to care, a reason to listen, a reason to engage, a reason to buy, and most importantly, a reason to stay.
The Right Story, The Right Strategy and the Right Systems to execute and scale
Tweet #HR4HR to help our friends in Puerto Rico, Texas and Florida for hurricane relief.
T-Mobile’s donated $10,000 for every home run hit during the 2017 Major League Baseball Playoffs and $20,000 per home run during the World Series.
Doubled-down for the World Series raising the donation to $2 per tweet up to $500,000 on top of the home run total.
They set the all-time record for home runs in a postseason at 103 home runs—resulting in over $2.4M in donations to hurricane relief.
Staples has sold over 8 million of these things.
Toys R Us attempted to upgrade systems a little too late, as the company admitted it fell behind on its e-commerce systems
Nearly a $100 million investment over the last three years geared toward jump-starting an online experience
Systems have become their Story—rather than Systems enabling an authentic and relevant Story
This is how you move to the TopRight, with the right Story, the right Strategy, the right Systems—all measured by looking through the lens of Simplicity, Clarity, and Alignment.