Making Your Business Memorable

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Being memorable in business requires that you understand what's important to your audiences and communicate that you offer it -- it a relevant way. This presentation discussions being relevant, using the right tools and adding personality to your online efforts to engage with customers.

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Making Your Business Memorable

  1. 1. 1 Making Your Business Memorable Justin McHood Susan Baier
  2. 2. 2 What does it mean to be “memorable”?
  3. 3. “BAD” Memorable 3 “Good” Memorable Offers something that meets my needs = Matters Deals with something I find interesting Has a personality I want to be around Makes me want to find out more
  4. 4. “BAD” Memorable 4 “Good” Memorable Offers something that meets my needs = Matters Deals with something I find interesting Has a personality I want to be around Makes me want to find out more
  5. 5. 5 Relevance When What You Do = What They Want
  6. 6. 6 Relevance = Results Offers systems security services for financial institutions Two targets - IT managers, CFO/COO’s Each has different interests - “this is my responsibility” vs. “this will hurt the stock price of the company” Tested segmented email vs. general message to both targets 52% 14% 5% 42% 4% 1.25% Email Response Lead-to-Opportunity Open Rate of (Website Registrations) Conversion Follow-Up Emails General Segmented
  7. 7. 7 Relevance = Results Candle purchase motivation differs Mood vs. decor vs. gifting Catalog redesigned by segment (scratch & sniff) Response rate doubled
  8. 8. 8 Relevance = Results Best Buy spent $50 million in 2005 to remodel 110 stores Specific customer segments Converted stores saw sales growth double vs. control stores in the first 3 months
  9. 9. 9 Irrelevance = Irritation From: Subject: Date: "Williams-Sonoma" <Williams-Sonoma@enews.williams-sonoma.com> Parents Love the Beaba Babycook January 28, 2009 10:20:05 AM GMT-07:00 To: susan@themanitou.com Reply-To: "Williams-Sonoma" <customerservice@enews.williams-sonoma.com> Beaba Babycook | Cooking for Baby Cookbook Add Williams- Sonoma@enews.williams- sonoma.com to your address book. WS Kids | Shop Other Specialty Electrics View this email with images. People expect relevant messages in their inbox A favorite in Europe, the Beaba Babycook is now available to American families. It does it all – steam-cooking, blending, pureeing, Delivering irrelevant defrosting and reheating – so baby gets the benefit of meals made with only the fresh, natural ingredients of your choosing. A messages can hurt your perfect gift for new parents and an excellent way to introduce babies and toddlers to new relationship with your tastes. Watch our video to see how it works. customers Cooking for Baby Cookbook They expect more Wholesome meals for babies and toddlers – 80 recipes. Exclusive $19.95 Tips and recipes for all ages Shop More Specialty Electrics Cookware Electrics Food Gift Cards Bakeware Cutlery Recipes Check your card's balance Cooks' Tools Décor & Furnishings Store Locator and redeem it Tabletop Glass & Bar Top Rated online!
  10. 10. 10 Determining what’s relevant The intersection of what you do well with what a particular audience is looking for
  11. 11. 11 Finding relevance Illustrations by Stanislav Prokopenko
  12. 12. 12 Methods Online surveys Market research Customer feedback cards Focus groups Blog comments Social media
  13. 13. 13 Now What?
  14. 14. 14 Sweet Spot Don’t try to be all things to all What audiences You Do You are better at Well What some things than They others Really Want Some audiences are better for you than others
  15. 15. 15 Relevant Strategy All good marketing plans begin with a strategy based on audience relevance... then focus BY AUDIENCE on: Messaging Targeting Media types Promotions, products, etc. that will matter to each audience Conversion tracking and metrics
  16. 16. 16 Be visible Help the right people find you In real life (Events) Online (SEO)
  17. 17. 17 Who Is Online 12 Billion US searches per month 53% increase from 2007 70% of Americans use the Internet 49% use search engines daily Demographics: $50,000+ household
  18. 18. 18 How SEO Works Search engines have a mission to bring the most relevant results to you Google has moved toward “personalized search” 90% of web users click on the first results page
  19. 19. 19 How SEO Works Paid 14% 86% chose Google organic listings vs. paid search Organic 86%
  20. 20. 20 If you’re not in the top 3 results, you’re not being seen Fig 1. Google SEPR Click and Attention distribution ‘heat-map”
  21. 21. 21 Email Name Personalize with specific Dear Customer, relevant information (case studies, testimonials We have lots of great relevant to recipient’s stuff for everyone! industry or concern) Link to specific content Visit our site: on your site, not just your www.greatco.com home page
  22. 22. 22 Personality Show some - for you, for your brand
  23. 23. 23 Personal relevance Community Networking Social Media Blog
  24. 24. 24 Brand Personality Toys and apparel for geeks Entertaining product descriptions Social media “Today in Geek History: Buzz Aldrin is born and Rainn Wilson re-enters Earth’s atmosphere in a bioengineered human baby suit.”
  25. 25. 25 Questions? @susanbaier @jmchood

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