A Little Less Conversation

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This is a presentation Alain Thys gave at Marktplein 2.0 in which he challenged the perspective that WOM was something "new". Instead of talking about "conversations" all the time, marketers should just "get on with it" and start structurally building relationships with customers beyond the P of promotion.

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A Little Less Conversation

  1. 1. FUTURELAB A Little Less Conversation, A Little More Action Feel free to re-use or mash-up this presentation under Creative Commons 2.0 licence (non-commercial, attribution) For more information on this topic, subscribe to: http://blog.futurelab.net
  2. 2. From the conference brochure The central theme for Marktplein DM is Marktplein 2.0: A little less action, a little more conversation. A theme that comes from the current developments in DM and online. The consumer is ever more in charge. Only he seldomly talks with the companies he buys from. And ever more with others about the brands he buys. Positive and negative. During Marktplein 2.0: A little less action, a little more conversation you will hear stories from companies who recognise this new situation and act upon it. FUTURELAB
  3. 3. 1955 1967 1983 2001 2007 Word-of-mouth is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch and 2x as effective as radio advertising Marketing Science Institute, 2006 FUTURELAB
  4. 4. After 52 years of facts and research stating that WOM is key … do marketers still need to learn how to deal with it FUTURELAB
  5. 5. WE FOCUS ON THE WE DON’T GIVE PEOPLE WE PREFER A ONE NIGHT SYMPTOMS, RATHER THAN SOMETHING ENOUGH TO STAND OVER A COMMITTED THE DISEASE TALK “ABOUT” RELATIONSHIP FUTURELAB
  6. 6. WE FOCUS ON THE WE DON’T GIVE PEOPLE WE PREFER A ONE NIGHT SYMPTOMS, RATHER THAN SOMETHING ENOUGH TO STAND OVER A COMMITTED THE DISEASE TALK “ABOUT” RELATIONSHIP FUTURELAB
  7. 7. What drives conversations? FUTURELAB
  8. 8. EXPERIENCE – EMOTION – WOM
  9. 9. “44% of consumers say the majority of their Customer Experiences are “bland” Customer Satisfaction Averages, New Zealand, 2006 10 9 8 7 6 5 4 3 2 1 0 Travel Agent Health Service Building Society Local Council Insurer Car Manufacturer Phone Provider Electricity Provider Mobile Provider Web based company Supermarket Gas Provider Water provider Bank Book Shop Source: SRD Group, Customer Satisfaction Averages, New Zealand, 2006
  10. 10. And most wouldn’t recommend a brand Telecom Europe = - 48% Profusion, 2005 BTW: The same often applies to the people working for the brand themselves
  11. 11. 80% of CEO’s believe their brand provides a superior customer experience 8 % of their customers agree (Bain & Company) FUTURELAB
  12. 12. Do you talk about brands that leave you indifferent? FUTURELAB
  13. 13. Does your brand systematically delight customers? TO AFFECT THE CONVERSATION DON’T FOCUS ON WOM AS A SYMPTOM YET START DELIGHTING CUSTOMERS FUTURELAB
  14. 14. WE FOCUS ON THE WE DON’T GIVE PEOPLE WE PREFER A ONE NIGHT SYMPTOMS, RATHER THAN SOMETHING ENOUGH TO STAND OVER A COMMITTED THE DISEASE TALK “ABOUT” RELATIONSHIP FUTURELAB
  15. 15. In a million channel world, brands whose consumers tell the best stories, win FUTURELAB
  16. 16. Don’t Just Tell Me Anything Tell me stories that make my conversations more interesting
  17. 17. FEATURES - BENEFITS VALUES - PROPOSITIONS WHERE ARE THE STORIES ??? FUTURELAB
  18. 18. Brands must become storytellers So it is possible for customers to talk about them. FUTURELAB
  19. 19. THE GREATEST MARKETING STORY EVER
  20. 20. Origins Pope Innocent III Fourth Lateran Council (1215) Birthstones
  21. 21. BUT WHY THE DIAMONDS?
  22. 22. FUTURELAB 1938: Harry Oppenheimer meets Gerold M. Lauk of N.W.Ayer
  23. 23. Cullinan IX Europe 1938 1948 1953 1990s Cullinan III & IV FUTURELAB
  24. 24. Video http://www.youtube.com/watch?v=p0FDGnAIWpk FUTURELAB
  25. 25. Stories replace 1,500 years tradition 1967 The Beers Goes Japan (occasional) 1972 Diamonds = 27% 1981 Diamonds = 60% 2007 Second largest diamond market (after US)
  26. 26. Hemingway Van Gogh Chabrol Sartre ...
  27. 27. What is the story of your brand? TO AFFECT THE CONVERSATION TELL STORIES WHICH CUSTOMERS CAN AND WANT TO TALK ABOUT FUTURELAB
  28. 28. WE FOCUS ON THE WE DON’T GIVE PEOPLE WE PREFER A ONE NIGHT SYMPTOMS, RATHER THAN SOMETHING ENOUGH TO STAND OVER A COMMITTED THE DISEASE TALK “ABOUT” RELATIONSHIP FUTURELAB
  29. 29. Are You a One Night Brand? Renault vs. SonyStyle
  30. 30. How often do you really talk to your customers?
  31. 31. Do you keep your promises? http://www.youtube.co We show that we value our customers by serving them m/watch?v=xaaAYVU WP0I well, putting their needs and interests at the center of everything we do. (AOL mission statement)
  32. 32. TO AFFECT THE CONVERSATION YOU WANT ME TO CARE If you want me to care … Call me Write me Buy me flowers But don’t dare take me for granted FUTURELAB
  33. 33. FOCUS ON THE TELL STORIES SO PEOPLE IF YOU WANT CUSTOMERS DISEASE, BY MAKING ACTUALLY HAVE SOMETHING TO COMMIT TO YOU, THE TOTAL EXPERIENCE TO TALK ABOUT SHOW SOME COMMITMENT UNIQUE FIRST FUTURELAB
  34. 34. FUTURELAB But I’m just a marketer That is not my department …
  35. 35. YES IT IS … Your brand communicates every time it touches a customer. As a marketer you need to manage this communication. This makes you responsible for each “moment of truth” FUTURELAB
  36. 36. Consider Each Moment of Truth as a Brand Expression 1. Identify every touchpoint of your brand 2. Prioritise it’s (emotional) importance to the customer 3. Determine what your brand promise means at this touchpoint 4. Enlist support of your colleagues, retailers, … 5. Measure and manage Source: DAVIS S., LONGORIA T., “Harmonising Your Touchpoints”, Brand Packaging, Jan/Feb 2003 FUTURELAB
  37. 37. TO MANAGE WORD-OF-MOUTH YOU NEED TO MANAGE THE EMOTION TO MANAGE THE EMOTION, YOU NEED TO TAKE CONTROL OF THE EXPERIENCE THIS MEANS GETTING INVOLVED IN EVERYTHING YOUR BUSINESS DOES FUTURELAB
  38. 38. FUTURELAB A Little Less Conversation, A Little More Action Feel free to re-use or mash-up this presentation under Creative Commons 2.0 licence (non-commercial, attribution)

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