1. in pursuit of the new consumer: creating a captivating brand experience presented by lois brayfield; president

2. “The majority of people meet with failure because of their lack of persistence in creating new plans to take the place of those which fail.” - Napoleon Hill; Author-Innovator

3. Tesarac Periods in history when momentous social and cultural changes occur. During a Tesarac, society becomes increasingly chaotic and confusing before reorganizing itself in ways that no one can accurately predict or easily anticipate. Shel Silverstein – American author and poet

4. a few things to think about … 1 understanding the new experience 2 mapping the experience 3 managing the experience 4 selling the experience

5. 1 understanding the new experience (the decision path)

6. the traditional funnel 70%

7. the new decision path McKinsey & Company In depth qualitative and quantitative research conducted in three major geographic locations in 8 major consumer industries. 20,000 interviews.

8. align your marketing efforts! active evaluation passive active initial consideration set purchase trigger purchase experience 45%

9. is the new acquisition model a really good retention plan?

10. 2 mapping the experience

11. a little test …

12. Answer yes, no or “sort of” Are you regularly testing new formats and new offers (both offline and online?) Do you regularly monitor what customers are saying about your brand and then DO something with the information? Do you offer relevant content, appropriate to your brand, in a place where THEY might look for it? Do you have a specific plan for those new customers which come in through search? Do you have a specific “thank you” plan established for loyal customers? Have you created triggered programs that tap customers & prospects on the shoulder depending upon specific behavior? Do you have a robust way of capturing prospects that might be interested in your brand but have yet to purchase? Do ALL your marketing efforts have a “call to action” offering something of true value that is unique and relevant?

13. game changer? acquisition & retention programs

14. Brands must map the customer experience and then deliver on their expectations

16. talking to friends

17. third party sites

18. interactive search

19. word of mouth

20. blogs

22. If a consumer engages with a brand in ANY way, they are 63% more likely to purchase a product in the future.

23. 140,000 rented names 1.1% response +1.8% (2520 names) to raise their hands (note: these are “qualified” prospects) convert 27% into new buyers (680) via series of triggered emails (without having to pay for the name a second time!)

24. one-and-done

25. direct mail co-op lists + overlays free online offer relevant guide research search + social trigger email offer welcome message trigger email geo-specific offer additional 1.8% raise hand convert at 27% and more …

26. What compelling reason can you give prospects to leave an electronic trail online?

28. Compelling

29. Entertaining

31. offer-driven marketing

32. triggered emails

33. loyalty messages

35. company driven marketing: And what about this decrease in loyalty? What are you doing to truly captivate customers?

36. loyalty is no longer guaranteed

37. You cannot afford generic programs in which all customers are treated the same. Speak to them where they are!

38. active evaluation initial consideration set purchase trigger purchase experience mapping the customer experience … your most profitable opportunity

39. Brands must develop programs in which the customer is involved in the process and their needs are met.

40. 3 managing the experience

41. customization customization customization commoditization commoditization ? a little history … commodity goods services experiences extract make deliver stage information Joseph Pine; Author, “Mass Customization” content

42. a little history … 31 flavors! Commodities$ .02 Goods$ .20 Services$2.00 Experiences$5.00

43. managing the customer experience is paramount Those companies who actively manage the customer experience are twice as likely to exceed their profit targets. % EXCEEDING PROFIT TARGETS Managed customer experience Did not actively manage Aveus, “Domino” by Linda Ireland

44. brand: a person’s perception of a product, service, or company.

45. your brand is your reputation, not your logo.

46. “It takes twenty years to build a reputation and five minutes to ruin it.”— Warren Buffett

47. managing the experience is really about managing the customer’s perception

49. beliefs and self-identityit's our brains that love coke, not our taste buds.

51. cool collection craving fear Neuro-Marketing High–tech brain scanning techniques, such as MRI and EEG, to investigate brain activity. This neuro–imaging hardware enables us to examine and analyze what really drives our behavior, our opinions and our preferences. Buyology; Martin Lindstrom

52. “Nearly 90% of our consumer buying behavior is unconscious, and we can’t actually explain our preferences.” Martin Lindstrom; Buyology

53. If our minds believe, our bodies will follow.

54. How can a direct channel create an experience so powerful that it becomes an end destination?

57. put on your customer goggles …

58. what is important to you is rarely important to your customer! what entertains you is rarely what entertains your customer!

60. online focus groups

61. customer advocates

62. one-on-one interviews

63. listening in

64. read what they are saying

65. psychographic overlays

67. perception of your brand

68. perception of competitors brands

69. what they value

70. pain points and satisfiers

71. decision-making process

72. trigger points

73. customer-driven activities

74. company-driven activities

75. channel preference

78. word clouds

79. higher order benefit it’s the emotional reason customers do business with you

80. time? esteem? security? escape?

82. save money

83. save time

84. avoid effort

85. comfort

86. health

87. popularity

88. stylish

89. avoid criticism

90. avoid pain

91. satisfy curiosity

92. avoid trouble

93. satisfy appetite

94. protect reputation

95. beautiful possessions

96. to be admired

97. attract opposite sex

98. individualism

99. enjoy life

100. be clean

101. be appreciated

102. protect family

103. emulate those you admire

105. pleasure vs. luxury “The Joy of Driving” “We are BMW, but we don't just build cars. We invent time machines. It was clear to us from the beginning that what people feel is exactly as important as what they drive. Joy is what moves us. Joy is BMW.”

106. “Understanding and then effectively marketing your higher order benefit is one of the seven essentials to becoming a billion dollar company.” David Thomson; author Blueprint to a Billion

107. This effort must be strategically managed at all levels within all activities and become a part of your corporate DNA.

108. customer touch-points brand identity retail – front of house fulfillment marketing corporate customer service

109. the instant an order is placed … a strong finish will increase future purchases by 12% a brusque finish can decrease loyalty by 8%

110. Successful brands intimately understand who they are selling to (and customer perceptions) and what they are selling (higher order benefit.)

111. 4 selling the experience

112. Your brand must demonstrate value!

113. 1,900 affluent Americans were surveyed and found that 48% think they could suffer major financial losses in the near future Harrison Group, January 2011 Consumers are willing to spend more as long as they feel they’ve received a measurably increase in value Barons June 2010

114. value = lowest price value = price + quality value = emotional alignment

115. it’s not always about money value can be interpreted by how the brain reacts in a non-conscious way. nurture =

116. it’s not always about money People are most satisfied when they spend more money on a premium brand if the essence of its value was delivered.

117. pricetesting price perception can add value to the customer experience McKinsey & Company; Feb 2010

118. Add value by organizing information in the same order in which customers make decisions. You value what they value.

119. organize by what they value $ “this is important to me”

120. fact Value means something different from one brand to another Learn what value means to your customer!

122. creates lasting memories

123. aligns with my values

124. a life better lived

125. less is more

126. live a longer life

127. builds my esteem

128. get noticedmust be authentic!

129. Cyberswim we love curves

130. You must prove & protect your “why” over and over again to create the desired perception of value. It is the key driver of loyalty.

131. the value of customer excitement

132. satisfied customers = increased profits? incremental changes to improving customer satisfaction have a limited affect on purchasing behavior … extreme loyalty occurs when you surprise, thrill and captivate

133. WOWingcustomers!

134. McKinsey & Company; January 2011

135. customer excitement is different than customer satisfaction

136. customer excitement creates value customers willing to pay more your brand is memorable word-of-mouth advertising (viral) increased loyalty

138. consumer-driven (reactive)

139. company-driven (proactive)

140. be where your customers are

141. where they go for answers

142. where they are in the decision/purchase cycle

143. closely manage the experience

144. know your customer, talk in their language and provide an experience they prefer

145. articulate and sell your brand’s higher order benefit

147. FREE BRAND CHECK UP QUIZ! Scan and take the quiz! questions?