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this is a presentation I gave at Marktplein 2.0 in which I challenged the perspective that WOM was something "new". In stead of talking about "conversations" all the time, marketers should just......

this is a presentation I gave at Marktplein 2.0 in which I challenged the perspective that WOM was something "new". In stead 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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  • 1. A Little Less Conversation, A Little More Action FUTURE LAB 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. 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. FUTURE LAB From the conference brochure
  • 3. 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 1967 1983 2001 2007 1955 FUTURE LAB
  • 4. After 52 years of facts and research stating that WOM is key … do marketers still need to learn how to deal with it FUTURE LAB
  • 5. WE FOCUS ON THE SYMPTOMS, RATHER THAN THE DISEASE WE DON’T GIVE PEOPLE SOMETHING ENOUGH TO TALK “ABOUT” WE PREFER A ONE NIGHT STAND OVER A COMMITTED RELATIONSHIP FUTURE LAB
  • 6. WE FOCUS ON THE SYMPTOMS, RATHER THAN THE DISEASE WE DON’T GIVE PEOPLE SOMETHING ENOUGH TO TALK “ABOUT” WE PREFER A ONE NIGHT STAND OVER A COMMITTED RELATIONSHIP FUTURE LAB
  • 7. What drives conversations? FUTURE LAB
  • 8. EXPERIENCE – EMOTION – WOM
  • 9. Source: SRD Group, Customer Satisfaction Averages, New Zealand, 2006 “ 44% of consumers say the majority of their Customer Experiences are “bland” Customer Satisfaction Averages, New Zealand, 2006
  • 10. And most wouldn’t recommend a brand BTW: The same often applies to the people working for the brand themselves Telecom Europe = - 48% Profusion, 2005
  • 11.
    • 80% of CEO’s believe their brand provides a superior customer experience
    • 8 % of their customers agree
    • (Bain & Company)
    FUTURE LAB
  • 12. Do you talk about brands that leave you indifferent? FUTURE LAB
  • 13. Does your brand systematically delight customers? FUTURE LAB TO AFFECT THE CONVERSATION DON’T FOCUS ON WOM AS A SYMPTOM YET START DELIGHTING CUSTOMERS
  • 14. WE FOCUS ON THE SYMPTOMS, RATHER THAN THE DISEASE WE DON’T GIVE PEOPLE SOMETHING ENOUGH TO TALK “ABOUT” WE PREFER A ONE NIGHT STAND OVER A COMMITTED RELATIONSHIP FUTURE LAB
  • 15. In a million channel world, brands whose consumers tell the best stories, win FUTURE LAB
  • 16. Tell me stories that make my conversations more interesting Don’t Just Tell Me Anything
  • 17. FEATURES - BENEFITS VALUES - PROPOSITIONS WHERE ARE THE STORIES ??? FUTURE LAB
  • 18. Brands must become storytellers FUTURE LAB So it is possible for customers to talk about them.
  • 19. THE GREATEST MARKETING STORY EVER
  • 20. Origins Pope Innocent III Fourth Lateran Council (1215) Birthstones
  • 21. BUT WHY THE DIAMONDS?
  • 22. 1938: Harry Oppenheimer meets Gerold M. Lauk of N.W.Ayer FUTURE LAB
  • 23. 1938 Europe FUTURE LAB 1953 1948 1990s Cullinan IX Cullinan III & IV
  • 24. FUTURE LAB Video http://www.youtube.com/watch?v=p0FDGnAIWpk
  • 25. 1967 The Beers Goes Japan (occasional) 1972 Diamonds = 27% 1981 Diamonds = 60% 2007 Second largest diamond market (after US) Stories replace 1,500 years tradition
  • 26. Hemingway Van Gogh Chabrol Sartre ...
  • 27. What is the story of your brand? FUTURE LAB TO AFFECT THE CONVERSATION TELL STORIES WHICH CUSTOMERS CAN AND WANT TO TALK ABOUT
  • 28. WE FOCUS ON THE SYMPTOMS, RATHER THAN THE DISEASE WE DON’T GIVE PEOPLE SOMETHING ENOUGH TO TALK “ABOUT” WE PREFER A ONE NIGHT STAND OVER A COMMITTED RELATIONSHIP FUTURE LAB
  • 29. Renault vs. SonyStyle Are You a One Night Brand?
  • 30. How often do you really talk to your customers?
  • 31. We show that we value our customers by serving them well, putting their needs and interests at the center of everything we do. (AOL mission statement) Do you keep your promises? http://www.youtube.com/watch?v=xaaAYVUWP0I
  • 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 FUTURE LAB
  • 33. FOCUS ON THE DISEASE, BY MAKING THE TOTAL EXPERIENCE UNIQUE TELL STORIES SO PEOPLE ACTUALLY HAVE SOMETHING TO TALK ABOUT IF YOU WANT CUSTOMERS TO COMMIT TO YOU, SHOW SOME COMMITMENT FIRST FUTURE LAB
  • 34. But I’m just a marketer That is not my department … FUTURE LAB
  • 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” FUTURE LAB
  • 36.
    • Identify every touchpoint of your brand
    • Prioritise it’s (emotional) importance to the customer
    • Determine what your brand promise means at this touchpoint
    • Enlist support of your colleagues, retailers, …
    • Measure and manage
    Consider Each Moment of Truth as a Brand Expression Source: DAVIS S., LONGORIA T., “Harmonising Your Touchpoints”, Brand Packaging, Jan/Feb 2003 FUTURE LAB
  • 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 FUTURE LAB
  • 38. A Little Less Conversation, A Little More Action FUTURE LAB Feel free to re-use or mash-up this presentation under Creative Commons 2.0 licence (non-commercial, attribution)