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

    1. 1. HOW TO ALIGN YOUR MARKETING WITH CUSTOMER EMOTIONS ADRIA SARACINO
    2. 2. @adriasaracino #MNSummitSource
    3. 3. @adriasaracino #MNSummitSource
    4. 4. @adriasaracino #MNSummitSource GUT REACTIONS ARE FORMED IN 3 SECONDS OR LESS
    5. 5. @adriasaracino #MNSummit LOGICAL MIND EMOTIONAL MIND WISE MIND Source
    6. 6. @adriasaracino #MNSummit LOGICAL MIND EMOTIONAL MIND WISE MIND Source
    7. 7. @adriasaracino #MNSummitSource WE FEEL MORE THAN WE THINK
    8. 8. @adriasaracino #MNSummitSource
    9. 9. @adriasaracino #MNSummitSource HAPPY SAD ANGRY SCARED
    10. 10. @adriasaracino #MNSummitSource HAPPY SAD ANGRY SCARED
    11. 11. @adriasaracino #MNSummit WE’RE ALL FOMO MOFOs
    12. 12. CONSUMER BEHAVIOR
    13. 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. 14. @adriasaracino #MNSummit love hate low investment high investment THE CONSUMPTION MATRIX
    15. 15. @adriasaracino #MNSummit love hate low investment camera cable clothes car maintenance furniture hair products high investment THE CONSUMPTION MATRIX
    16. 16. KNOW YOUR MATRIX POSITION
    17. 17. KNOW YOUR BUYER’S CYCLE
    18. 18. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain
    19. 19. HOW TO ALIGN WITH CONSUMERS WHILE THEY ARE AT PLAY
    20. 20. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain How do we get consumers to discover our brand?
    21. 21. DETERMINE WHERE THEY HANG
    22. 22. @adriasaracino #MNSummit 1. ASK FOR A CUSTOMER LIST
    23. 23. @adriasaracino #MNSummitSource 2. RUN IT THROUGH FULL CONTACT
    24. 24. @adriasaracino #MNSummit 3. PUT OCCUPATIONS IN WORDLE Source
    25. 25. @adriasaracino #MNSummit 4. FIND INFLUENTIAL CUSTOMERS
    26. 26. @adriasaracino #MNSummit 5. USE SOCIAL ANALYTICS TOOLS
    27. 27. @adriasaracino #MNSummitSource
    28. 28. @adriasaracino #MNSummit FREAKONOMICS, MARKETINGLAND, HBR, & FIVETHIRTYEIGHT Source
    29. 29. @adriasaracino #MNSummitSource, SEO for Excel plugin 0 20 40 60 80 TOP 10 MOST SHARED DOMAINS TWEET ARCHIVIST + EXCEL PLUGIN
    30. 30. GET THEM TO SHARE YOUR STUFF
    31. 31. @adriasaracino #MNSummitSource WHY DO PEOPLE SHARE? FEEL INVOLVED SUPPORT CAUSES EDUCATE OTHERS NOURISH BONDS DEFINE ONESELF
    32. 32. @adriasaracino #MNSummitSource WHY DO PEOPLE SHARE? FEEL INVOLVED SUPPORT CAUSES EDUCATE OTHERS NOURISH BONDS DEFINE ONESELF
    33. 33. @adriasaracino #MNSummitSource SHARING CONTENT HAS BECOME A FORM OF GIFT GIVING
    34. 34. @adriasaracino #MNSummitSource WE GIVE GIFTS THAT COMMUNICATE OUR IDENTITY
    35. 35. @adriasaracino #MNSummitSource
    36. 36. LONG-FORM CONTENT @adriasaracino #MNSummitSource WHAT DO PEOPLE SHARE? POSITIVE MESSAGES CONTENT THAT EXCITES PHYSIOLOGICALLY
    37. 37. @adriasaracino #MNSummit WE LIKE SPREADING CHEER Source
    38. 38. @adriasaracino #MNSummit AND LOOKING REALLY SMART Source
    39. 39. @adriasaracino #MNSummitSource BUT EXCITABILITY TRUMPS
    40. 40. Source, Paddy Power’s original article @adriasaracino #MNSummit
    41. 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. 42. HOW TO ALIGN WITH CONSUMERS WHILE THEY LOOK FOR SOLUTIONS
    43. 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. 44. @adriasaracino #MNSummit WORD OF MOUTH SOCIAL MEDIA EXPERT ADVICE BRAND WEBSITE MEMORY SALES STAFF FORUMS USER REVIEWS
    45. 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. 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. 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. 48. IDENTIFY THEIR QUESTIONS
    49. 49. @adriasaracino #MNSummit ASK THE SALES & SUPPORT TEAMS
    50. 50. @adriasaracino #MNSummit COLLECT LIVE CHAT LOGS
    51. 51. @adriasaracino #MNSummitSource USE INTERNAL SITE SEARCH DATA
    52. 52. @adriasaracino #MNSummit INTERVIEW YOUR CUSTOMERS
    53. 53. @adriasaracino #MNSummit USERTESTING.COM
    54. 54. HOW TO ALIGN WITH CONSUMERS WHEN THEY ARE READY TO BUY
    55. 55. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain How do we get consumers to purchase?
    56. 56. MAKE IT EASY TO CONVERT
    57. 57. @adriasaracino #MNSummitSource product knowledge anxietythreshold most likely to get overwhelmed ANALYSIS PARALYSIS
    58. 58. @adriasaracino #MNSummitSource, Decision Simplicity Index quiz DECISION SIMPLICITY INDEX COMPARISON NAVIGATION TRUST
    59. 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. 60. @adriasaracino #MNSummitSource
    61. 61. @adriasaracino #MNSummitSource , Image Source
    62. 62. HOW TO ALIGN WITH CONSUMERS AND MAKE THEM WANT TO STAY
    63. 63. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain How do we get consumers to join our community?
    64. 64. EASE BUYERS’ REMORSE
    65. 65. MORE CHOICE = MORE REGRET @adriasaracino #MNSummitSource
    66. 66. @adriasaracino #MNSummitSource, Stat Source 78% OPEN ORDER CONFIRMATIONS
    67. 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. 68. HOW TO ALIGN WITH CONSUMERS AND TURN THEM INTO ADVOCATES
    69. 69. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain How do we turn our community members into loyalists, advocates, and repeat purchasers?
    70. 70. @adriasaracino #MNSummit love hate low investment high investment THE CONSUMPTION MATRIX
    71. 71. @adriasaracino #MNSummit love hate low investment camera cable clothes car maintenance furniture hair products high investment THE CONSUMPTION MATRIX
    72. 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. 73. @adriasaracino #MNSummit
    74. 74. @adriasaracino #MNSummit
    75. 75. @adriasaracino #MNSummit
    76. 76. @adriasaracino #MNSummit
    77. 77. @adriasaracino #MNSummit
    78. 78. @adriasaracino #MNSummit
    79. 79. @adriasaracino #MNSummit
    80. 80. @adriasaracino #MNSummit
    81. 81. @adriasaracino #MNSummitSource
    82. 82. @adriasaracino #MNSummitSource “Most people wouldn’t care if 73% of the world’s brands disappeared tomorrow. ”- Havas Media study on meaningful brands
    83. 83. @adriasaracino #MNSummit
    84. 84. @adriasaracino #MNSummitSource THE TOP BRANDS OUTPERFORM THE MARKET BY 120%
    85. 85. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain 1. Product 2. Customer service 3. Brand values
    86. 86. CREATE A GOOD PRODUCT
    87. 87. @adriasaracino #MNSummitSource “If you have a shit product, you will fail. ”- Said me, just now
    88. 88. @adriasaracino #MNSummitSource
    89. 89. GIVE GREAT CUSTOMER SERVICE
    90. 90. @adriasaracino #MNSummit
    91. 91. @adriasaracino #MNSummitSource, Photo
    92. 92. @adriasaracino #MNSummitSource RECIPROSITY
    93. 93. @adriasaracino #MNSummitSource
    94. 94. @adriasaracino #MNSummitSource
    95. 95. STAND FOR SOMETHING
    96. 96. @adriasaracino #MNSummit
    97. 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. 98. DEVELOP A BRAND EXPERIENCE
    99. 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. 100. @adriasaracino #MNSummitSource
    101. 101. @adriasaracino #MNSummit
    102. 102. @adriasaracino #MNSummitSource
    103. 103. RALLY YOUR COMMUNITY
    104. 104. Source @adriasaracino #MNSummit
    105. 105. Source @adriasaracino #MNSummit
    106. 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. 107. @adriasaracino #MNSummit
    108. 108. EMO MARKETING CHECKLIST
    109. 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. 110. THANK YOU ADRIA SARACINO All imagery where not noted courtesy of Shutterstock
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