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
    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
  • More, Better, Faster

Transcript

  • 1. MOR E BETT ER FAST ER making money the old- fashioned way SUS AN BAIE R
  • 2. JEFFERY ROLINC ON FLICKR
  • 3. TOMMY IRONIC ON FLIC
  • 4. vs.
  • 5. RISTO KUULASMA ON FLICKR
  • 6. vs.
  • 7. Poor Marketers No List Need Help Customized Sales Personal Touch Skeptical Love Automation Sales Teams Established Process
  • 8. Love Tufts Volunteer Students & Faculty Network Socialize Connect Leaders Share Expertise Influence
  • 9. Prefer Local Relationship Known Brands Latest & Greatest Buy Often Research Value Replacement Buy Online EQUIPMENT SALES
  • 10. SCOTTELLIOTTSMITHSON ON FLICKR
  • 11. WORK
  • 12. WORK
  • 13. WORK
  • 14. SUSAN@AUDIENCEAU DIT.COM @SUSANBAIER AUDIENCEAUDIT.COM SUS AN BAIE R