BOLO 2013 3P Track: Susan Baier
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BOLO 2013 3P Track: Susan Baier

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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: ...

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

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  • I spent almost 30 years in marketing strategy <br /> Agency side and client side
  • 15 years ago, working at a big oil company <br /> Marketing a commodity - gas <br />
  • But we discovered that it really wasn’t a commodity to most users. <br /> Some were fiercely devoted to a single brand and had a gas card. <br /> Some would purchase any in a tier of brands depending on most convenient at the time <br /> Some would drive substantially out of their way to save a few pennies - brand was not a factor, or even a negative <br /> 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? <br /> Why bother when we can sit around a table and decide personas based on demos? <br /> Demos don’t tell the story - require a leap. Keeping our fingers crossed. <br /> Understanding motivations with quantitative, statistically reliable data
  • Big data is awesome, but it’s hard <br /> Can’t always figure out what it says <br /> 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 <br /> Today, thanks to widespread internet access and power of computing, as little as $10k, 6 weeks <br /> Attitudinal segmentation <br /> Perfect tool for agencies
  • Agencies start thinking about attitudinal segments <br /> segmented site, email, social, promos, landing pages, events, etc. <br /> Clients more likely to believe with data behind recommendation
  • Known quantity, will work better <br /> Client tested segmented onboarding protocol - highest satisfaction ratings they’d ever seen, half the abandonment rate of unified onboarding <br /> Ongoing segmentation to drive relevant communication <br /> Panel
  • FASTER WORK <br /> No guessing, less time spent spinning wheels <br /> Lower costs <br /> Now it’s a profit driver vs. expense <br /> Get to success more quickly -- PPC, SEO, email subject lines, etc. <br /> Reduce test time
  • All possible without good data, BUT... <br /> Clients more likely to believe with good data <br /> You look smarter, you ARE smarter <br /> Within reach for even smaller agencies and clients
  • More, Better, Faster

BOLO 2013 3P Track: Susan Baier BOLO 2013 3P Track: Susan Baier Presentation Transcript

  • MOR E BETT ER FAST ER making money the old- fashioned way SUS AN BAIE R
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  • Poor Marketers No List Need Help Customized Sales Personal Touch Skeptical Love Automation Sales Teams Established Process
  • Love Tufts Volunteer Students & Faculty Network Socialize Connect Leaders Share Expertise Influence
  • Prefer Local Relationship Known Brands Latest & Greatest Buy Often Research Value Replacement Buy Online EQUIPMENT SALES
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  • SUSAN@AUDIENCEAU DIT.COM @SUSANBAIER AUDIENCEAUDIT.COM SUS AN BAIE R