Keys to Consumer Engagement

Paul Flanigan experiate.net twitter.com/paulﬂanigan

You donʼt get it and you donʼt care.

Agency Challenges Technology Speed-to-market Competition Budgets

Number of ads the average consumer is exposed to: 1997: 500 2007: 5,000 Today: 1,000 in 20 minutes Jason Goldberg @retailgeek

Youʼre Waldo

Questions to ask: How can you be better at consumer engagement? What do people think about when they think of you?

2 Steps to Brand Engagement

16,839,654 16,624,226

Grifﬁn Hospital Malpractice claims: 43% Patient discharges: 40% Referral rate: 80%

Give the consumer access to your brand.

Company Product Family Product Line Product Type Variant Whereʼs the consumer?

“Simply put, no one really cares about the logo anymore.” Steve McCallion @fastcodesign 10.22.10

Enable consumers to deﬁne your brand.

Give the consumer access to your brand. Enable consumers to deﬁne your brand. Trust.

4 Eʼs of Marketing

Product Price Place Promotion People

Everywhere Experience Exchange Evangelism

Everywhere

Experience

80% of companies believe they are delivering a superior experience. 8% of their customers agree. Bain & Co.

“The iPads will allow doctors and nurses to access any web-enabled application run by their hospital as they move around the hospital.” Source: Daniel Andrews, Victoria, Australia State Health Minister

Exchange

Inﬂuence on decision in order 1. Friends & family 2. Anonymous review 3. Expert opinion 4. Retailer/Brand Jill Puleri VP - IBM

Evangelism

The Most Desired Tattoos 1.Harley Davidson (18.9%) 2.Disney (14.8%) 3.Coke (7.7%) 4.Google (6.6%) 5.Pepsi (6.1%) Source: Brand Sense - Martin Lindstrom

Final Thoughts

Your customer is your client. You canʼt buy loyalty and you canʼt sell evangelism. Have a kit of parts. Thereʼs no business like show business. Be the customer.

“Your brand is nothing more than what people think of when they think of you. And the strength of your brand is measured by the degree of trust that consumers have with it.” Pat Connolly CMO Williams-Sonoma

Keys to Consumer Engagement

by Paul Flanigan on Nov 20, 2010

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