MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions
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MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions

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What causes customers to “like” a piece of content? What motivates them to go with one product over another? And why do they decide to either cut off a brand after purchase or become a brand ...

What causes customers to “like” a piece of content? What motivates them to go with one product over another? And why do they decide to either cut off a brand after purchase or become a brand advocate? These are all questions Adria will answer as she takes you through the role emotions can play in marketing. You’ll walk away knowing what type of marketing resonates best throughout the sales funnel and have a better understanding of what customers really want from brands.

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  • What’s your impressions of this brand?
  • WE PROCESS EMOTIONS IN 1/5 THE TIME IT TAKES TO PROCESS THE SAME INFO LOGICALLY.
  • WE HAVE 10x THE SIGNALS RUNNING FROM OUR EMOTIONAL BRAIN TO OUR RATIONAL BRAIN THAN THE OTHER WAY AROUND, AND OUR EMOTIONAL REACTION RESOUNDS MORE LOUDLY THAN RATIONAL
  • OF THESE EMOTIONS, SCARED IS PREDOMINANT.
  • THIS LEADS ME TO HOW emotions influence our online behavior and purchasing decisions?
  • Everyone is risk adverse toward some things more than others. When purchasing, we evaluate the consequences of making a particular decision and see how this aligns with our personal risk affinity.
  • This perception is super nuanced and makes every single matrix different per person, to illustrate this, here is my consumption matrix. (TAKE THEM THROUGH EACH, DESCRIBING HOW I’M ANXIOUS WITH WHAT I PERCEIVE HIGH INVESTMENT)
  • NEED TO KNOW YOUR FUNNEL. DO PEOPLE COME IN FAST OR SLOW? THIS CYCLE CORRESPONDS WITH THE FUNNEL AND I’LL TAKE THEM THROUGH EACH STAGE TO DISCUSS HOW TO INFLUENCE PURCHASING BEHAVIORS.
  • THE 1ST GIVE WE GIVE IS THAT TO OUR MOTHERS WHEN WE RETURN HER SMILE. IT RELEASES BONDING & FEEL GOOD CHEMICALS IN THE BRAIN & FORGES A BOND BETWEEN US, TEACHING US THAT OUR OWN JOY INCREASES WHEN WE OFFER IT TO OTHERS
  • Tell story about how sister and I joke about Seattle making us soft
  • LONG FORM CONTENT = MORE WORK = HARDER = SMARTER
  • OF CONTENT THAT GOT A LOT OF SHARES AND INCITED ANGER. This example had 5200 complaints, 120K signed signatures & became banned in the UK. The most complained about advert in the UK of all time.
  • However, this sentiment changes for specific products. For example, for products where the specs highly influence purchasing decisions, consumers trust brand website more (cameras)
  • Need to know their questions and answer them, both on your site and offsite
  • OR HIRE PEOPLE TO TALK THEIR WAY THROUGH YOUR SITE AS IF THEY WERE THINKING ABOUT PURCHASING AN ITEM YOU SELL. THIS WILL NOT ONLY HELP YOU UNDERSTAND WHAT’S DIFFICULT TO FIND ON YOUR SITE, BUT THEY WILL TALK THROUGH THE TYPES OF THINGS THEY ARE WONDERING OR LOOKING FOR WHEN CONSIDERING
  • TALK ABOUT CRO, PUTTING TO REST ANY LAST WORRIES, ROLE OF CUSTOMER SERVICE
  • NAVIGATION = ANTICIPATING CONSUMER INTENT & BRINGING THEM TO INFO THEY NEED DIRECTLY, TRUST = REVIEWS & DESCRIPTIONS OF USE, NOT RESEARCH/DATA, & COMPARISON = EASE OF WEIGHING OPTIONS
  • Decision simplicity index, study featured on Harvard Business Review
  • That usertesting.com will come in handy again. Others include.
  • ESPECIALLY GOOD TIME FOR EMAIL. THEY DO EVERYTHING RIGHT. 1) ASK FOR A REVIEW FOR PRIZE, 2) TELL YOU ABOUT BIKING EVENTS, 3) OFFER FREE BIKE TUNE UP, 4) OFFER TO JOIN COMMUNITY. ALL WITHIN FIRST FEW DAYS OF PURCHASE.
  • there are brands that have become synonymous with the products or services they offer.
  • I went to twitter to find out
  • Studies show consumers say no <br />
  • I agree with these 2 – customers don’t know they want a relationship, and also, the word “relationship” is too strong
  • ONLY 20% OF THE WORLD’S BRANDS MAKE A MEANINGFUL IMPACT TO OUR LIVES. THESE ARE THE TOP 10
  • THEY’LL ALSO WRITE ABOUT BAD CUSTOMER SERVICE
  • YOU WANT TO BE A COMPANY THAT IS KNOWN FOR GREAT CUSTOMER SERVICE
  • GREAT EXAMPLE OF COMPANY DOING CUSTOMER SERVICE RIGHT. SURPRISE RECIPROCITY. ALL 3-4 DAY SHIPPING IS AUTOMATICALLY UPGRADED TO ARRIVE FASTER.
  • EXAMPLE OF COMPANY DELIVERING OVER THE TOP CUSTOMER SERVICE & LEVERAGING IT FOR PR – RITZ CARLETON
  • PARTNER & SPADE ARTICLE FROM INC
  • It doesn’t only need to be in-person experiences
  • Referral programs
  • WHEW, THAT WAS A LOT <br />

MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions Presentation Transcript

  • 1. HOW TO ALIGN YOUR MARKETING WITH CUSTOMER EMOTIONS ADRIA SARACINO
  • 2. @adriasaracino #MNSummitSource
  • 3. @adriasaracino #MNSummitSource
  • 4. @adriasaracino #MNSummitSource GUT REACTIONS ARE FORMED IN 3 SECONDS OR LESS
  • 5. @adriasaracino #MNSummit LOGICAL MIND EMOTIONAL MIND WISE MIND Source
  • 6. @adriasaracino #MNSummit LOGICAL MIND EMOTIONAL MIND WISE MIND Source
  • 7. @adriasaracino #MNSummitSource WE FEEL MORE THAN WE THINK
  • 8. @adriasaracino #MNSummitSource
  • 9. @adriasaracino #MNSummitSource HAPPY SAD ANGRY SCARED
  • 10. @adriasaracino #MNSummitSource HAPPY SAD ANGRY SCARED
  • 11. @adriasaracino #MNSummit WE’RE ALL FOMO MOFOs
  • 12. CONSUMER BEHAVIOR
  • 13. @adriasaracino #MNSummit “For most people, the fear of losing $100 is more intense than the hope of gaining $150. ”- Daniel Kahneman, Nobel Prize-winning psychologist
  • 14. @adriasaracino #MNSummit love hate low investment high investment THE CONSUMPTION MATRIX
  • 15. @adriasaracino #MNSummit love hate low investment camera cable clothes car maintenance furniture hair products high investment THE CONSUMPTION MATRIX
  • 16. KNOW YOUR MATRIX POSITION
  • 17. KNOW YOUR BUYER’S CYCLE
  • 18. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain
  • 19. HOW TO ALIGN WITH CONSUMERS WHILE THEY ARE AT PLAY
  • 20. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain How do we get consumers to discover our brand?
  • 21. DETERMINE WHERE THEY HANG
  • 22. @adriasaracino #MNSummit 1. ASK FOR A CUSTOMER LIST
  • 23. @adriasaracino #MNSummitSource 2. RUN IT THROUGH FULL CONTACT
  • 24. @adriasaracino #MNSummit 3. PUT OCCUPATIONS IN WORDLE Source
  • 25. @adriasaracino #MNSummit 4. FIND INFLUENTIAL CUSTOMERS
  • 26. @adriasaracino #MNSummit 5. USE SOCIAL ANALYTICS TOOLS
  • 27. @adriasaracino #MNSummitSource
  • 28. @adriasaracino #MNSummit FREAKONOMICS, MARKETINGLAND, HBR, & FIVETHIRTYEIGHT Source
  • 29. @adriasaracino #MNSummitSource, SEO for Excel plugin 0 20 40 60 80 TOP 10 MOST SHARED DOMAINS TWEET ARCHIVIST + EXCEL PLUGIN
  • 30. GET THEM TO SHARE YOUR STUFF
  • 31. @adriasaracino #MNSummitSource WHY DO PEOPLE SHARE? FEEL INVOLVED SUPPORT CAUSES EDUCATE OTHERS NOURISH BONDS DEFINE ONESELF
  • 32. @adriasaracino #MNSummitSource WHY DO PEOPLE SHARE? FEEL INVOLVED SUPPORT CAUSES EDUCATE OTHERS NOURISH BONDS DEFINE ONESELF
  • 33. @adriasaracino #MNSummitSource SHARING CONTENT HAS BECOME A FORM OF GIFT GIVING
  • 34. @adriasaracino #MNSummitSource WE GIVE GIFTS THAT COMMUNICATE OUR IDENTITY
  • 35. @adriasaracino #MNSummitSource
  • 36. LONG-FORM CONTENT @adriasaracino #MNSummitSource WHAT DO PEOPLE SHARE? POSITIVE MESSAGES CONTENT THAT EXCITES PHYSIOLOGICALLY
  • 37. @adriasaracino #MNSummit WE LIKE SPREADING CHEER Source
  • 38. @adriasaracino #MNSummit AND LOOKING REALLY SMART Source
  • 39. @adriasaracino #MNSummitSource BUT EXCITABILITY TRUMPS
  • 40. Source, Paddy Power’s original article @adriasaracino #MNSummit
  • 41. CAVEATS & WARNINGS @adriasaracino #MNSummit Only incite emotions that align with your brand Make your content skimmable; and change it up! Don’t underestimate the value of trust & reputation
  • 42. HOW TO ALIGN WITH CONSUMERS WHILE THEY LOOK FOR SOLUTIONS
  • 43. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain How do we get consumers to find us when they are searching for a solution?
  • 44. @adriasaracino #MNSummit WORD OF MOUTH SOCIAL MEDIA EXPERT ADVICE BRAND WEBSITE MEMORY SALES STAFF FORUMS USER REVIEWS
  • 45. @adriasaracino #MNSummitSource EXPERT ADVICE USER REVIEWS BRAND WEBSITE WORD OF MOUTH MEMORY SALES STAFF SOCIAL MEDIA FORUM “50% say they wouldn’t trust a product’s branded website for an unbiased assessment
  • 46. @adriasaracino #MNSummitSource BRAND WEBSITE EXPERT ADVICE USER REVIEWS WORD OF MOUTH MEMORY SALES STAFF SOCIAL MEDIA FORUM “50% say they wouldn’t trust a product’s branded website for an unbiased assessment
  • 47. @adriasaracino #MNSummitSource USER REVIEWS EXPERT ADVICE BRAND WEBSITE WORD OF MOUTH MEMORY SALES STAFF SOCIAL MEDIA FORUM “61% say they’re less likely to trust reviews paid for by the company selling the product
  • 48. IDENTIFY THEIR QUESTIONS
  • 49. @adriasaracino #MNSummit ASK THE SALES & SUPPORT TEAMS
  • 50. @adriasaracino #MNSummit COLLECT LIVE CHAT LOGS
  • 51. @adriasaracino #MNSummitSource USE INTERNAL SITE SEARCH DATA
  • 52. @adriasaracino #MNSummit INTERVIEW YOUR CUSTOMERS
  • 53. @adriasaracino #MNSummit USERTESTING.COM
  • 54. HOW TO ALIGN WITH CONSUMERS WHEN THEY ARE READY TO BUY
  • 55. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain How do we get consumers to purchase?
  • 56. MAKE IT EASY TO CONVERT
  • 57. @adriasaracino #MNSummitSource product knowledge anxietythreshold most likely to get overwhelmed ANALYSIS PARALYSIS
  • 58. @adriasaracino #MNSummitSource, Decision Simplicity Index quiz DECISION SIMPLICITY INDEX COMPARISON NAVIGATION TRUST
  • 59. @adriasaracino #MNSummitSource “Brands that scored in the top quarter were 86% more likely to be purchased by the consumers considering them. They were 9% more likely to repurchase and 115% more likely to be recommended to others. ”- Patrick Spenner & Karen Freeman, management consultants at Corporate Executive Board and authors of study
  • 60. @adriasaracino #MNSummitSource
  • 61. @adriasaracino #MNSummitSource , Image Source
  • 62. HOW TO ALIGN WITH CONSUMERS AND MAKE THEM WANT TO STAY
  • 63. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain How do we get consumers to join our community?
  • 64. EASE BUYERS’ REMORSE
  • 65. MORE CHOICE = MORE REGRET @adriasaracino #MNSummitSource
  • 66. @adriasaracino #MNSummitSource, Stat Source 78% OPEN ORDER CONFIRMATIONS
  • 67. WAYS TO EASE REMORSE @adriasaracino #MNSummit Connect them with customers with similar purchase Suggest creative uses for products they purchased Exclusive discounts or events Anticipate questions
  • 68. HOW TO ALIGN WITH CONSUMERS AND TURN THEM INTO ADVOCATES
  • 69. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain How do we turn our community members into loyalists, advocates, and repeat purchasers?
  • 70. @adriasaracino #MNSummit love hate low investment high investment THE CONSUMPTION MATRIX
  • 71. @adriasaracino #MNSummit love hate low investment camera cable clothes car maintenance furniture hair products high investment THE CONSUMPTION MATRIX
  • 72. @adriasaracino #MNSummit love hate low investment camera My Cable Provider J.Crew car maintenance West Elm hair products high investment THE CONSUMPTION MATRIX
  • 73. @adriasaracino #MNSummit
  • 74. @adriasaracino #MNSummit
  • 75. @adriasaracino #MNSummit
  • 76. @adriasaracino #MNSummit
  • 77. @adriasaracino #MNSummit
  • 78. @adriasaracino #MNSummit
  • 79. @adriasaracino #MNSummit
  • 80. @adriasaracino #MNSummit
  • 81. @adriasaracino #MNSummitSource
  • 82. @adriasaracino #MNSummitSource “Most people wouldn’t care if 73% of the world’s brands disappeared tomorrow. ”- Havas Media study on meaningful brands
  • 83. @adriasaracino #MNSummit
  • 84. @adriasaracino #MNSummitSource THE TOP BRANDS OUTPERFORM THE MARKET BY 120%
  • 85. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain 1. Product 2. Customer service 3. Brand values
  • 86. CREATE A GOOD PRODUCT
  • 87. @adriasaracino #MNSummitSource “If you have a shit product, you will fail. ”- Said me, just now
  • 88. @adriasaracino #MNSummitSource
  • 89. GIVE GREAT CUSTOMER SERVICE
  • 90. @adriasaracino #MNSummit
  • 91. @adriasaracino #MNSummitSource, Photo
  • 92. @adriasaracino #MNSummitSource RECIPROSITY
  • 93. @adriasaracino #MNSummitSource
  • 94. @adriasaracino #MNSummitSource
  • 95. STAND FOR SOMETHING
  • 96. @adriasaracino #MNSummit
  • 97. QUESTIONS TO ASK @adriasaracino #MNSummit What problem is your brand trying to solve? Besides making money, what defines success? What words do employees use to describe the brand? Why do you get up to go to work everyday?
  • 98. DEVELOP A BRAND EXPERIENCE
  • 99. @adriasaracino #MNSummitSource “Brand behavior and brand touch is more important than brand voice. Amex can say they are all about small business, but there wasn’t much reason to believe until they launched Small Business Saturday. ”- Kelly O’Keefe, professor of brand management at Virginia Commonwealth University
  • 100. @adriasaracino #MNSummitSource
  • 101. @adriasaracino #MNSummit
  • 102. @adriasaracino #MNSummitSource
  • 103. RALLY YOUR COMMUNITY
  • 104. Source @adriasaracino #MNSummit
  • 105. Source @adriasaracino #MNSummit
  • 106. MORE WAYS TO RALLY ‘EM @adriasaracino #MNSummit Gamify the experience once they’ve joined Sign-ups for market research in exchange for perks User generated content Reward programs
  • 107. @adriasaracino #MNSummit
  • 108. EMO MARKETING CHECKLIST
  • 109. SUMMARY CHECKLIST @adriasaracino #MNSummit We feel before think; make content that triggers (+) emotions Know your customers’ consumption matrices & questions We’re FOMO MOFOs; don’t give too much choice & K.I.S.S. Develop a good product, customer service & brand experience Ease buyers remorse; utilize those emails!
  • 110. THANK YOU ADRIA SARACINO All imagery where not noted courtesy of Shutterstock