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Kurt Gasser, Founder and CEO, USP Indicator Solutions

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HOW TO “TOUCH” CONSUMERS IN AN EVER GROWING DIGITAL ENVIRONMENT …

HOW TO “TOUCH” CONSUMERS IN AN EVER GROWING DIGITAL ENVIRONMENT
Investigating the evolution of moments of truth
Evaluating the consumer behaviour model for the cosmetics industry
The impact of “Beauty Moment of Truth” on promotional campaigns
Discussing success stories of “Touching Campaigns”

Published in: Business, Spiritual

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Transcript

  • 1. How to “touch” consumersin an ever growing digital world?InnoCos Europe June 4th, 2013
  • 2. THINKING FEELINGINVOLVEMENThighlow*Adopted from „Vaughn, R. The Consumer Mind: How to tailor Ad Strategies“ The Advertising Age, Shopper,Buyer and Consumer Behavior, Theory and Marketing Applications, Second Edition 2003, Bizantra
  • 3. … FEEL…the branda „touching“ brand experience… LEARN…about the product , the brand oreven perhaps about their ownbeauty traits?… and then DOConsumers in our industry are „FEELERS“ and want to …
  • 4. „Every Client Interactionis a Moment of Truth“•John Carlzon•Former CEO of Scandinavian SAS Airline
  • 5. •ZMOT, take a look at www.zeromomentoftruth.com
  • 6. “Skin feels intensively hydrated for up to 7 days”Proof the positioning statement:Feel, see and discover the resultsGet in touch with the consumers:At home, at the POS and online
  • 7. What is the impactof test stripson overall consumerexperience?•F.e. Vlerick Leuven Gent Management School, 240 participants
  • 8. 70,6 %of consumers feltinclined to buy
  • 9. 80,1 %gained increasedconfidence in the brand
  • 10. 30,8 %converted tobrand advocates
  • 11. 75 %remembered the brand
  • 12. It´s not only abouttesting …
  • 13. … it„s also aboutconsumer education!
  • 14. How can I integrate„TOUCH“ and „FEEL“and „LEARN“into my salespromotions orcampaigns?
  • 15. No sales pitch necessary – just be you!
  • 16. Lots of „Beauty Moments of Truth“
  • 17. Partnered with the top beauty companiesin more than 70 countries worldwide
  • 18. Thank you!kurt.gasser@usp.at