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SXSW: Brands That Believe in Sex After Marriage

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My Future 15 presentation from SXSW Interactive 2012. One big idea and four little questions that matter for creating long-term customer intimacy. …

My Future 15 presentation from SXSW Interactive 2012. One big idea and four little questions that matter for creating long-term customer intimacy.

We work so hard to get people to like us. Buy this! Click here! Love me! So why is it that so many people—and most brands—suck at keeping things lively once they have us on the hook? Customer service generally stinks. Products rarely evolve with our needs. And loyalty programs are usually no more than a carrot on a string. A marriage isn’t supposed to be this dull. This is a look at the behaviors associated with keeping things exciting long after buy-in + inspiration for designers who want to to create experiences that build customers for life.


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Transcript

  • 1. Brands that believein sex after marriageNoel FranusVP/Experience Director@nfranus
  • 2. Sex is awesome.
  • 3. Intimacy builds relationships.
  • 4. Six different different types of love.1. Eros: erotic desire.2. Ludus: playful love, entertainment, excitement.3. Storge: slowly brewing sense of attachment.4. Mania: obsessive love.5. Agape: altruistic, compassion, selfless.6. Pragma: practical love, social qualities, tradition.
  • 5. ...but with one overarching factor:Intimacy.It’s why we do what we do whenwe’re in a committed relationship.(Robert Sternberg 1984)
  • 6. You and I are in the business ofcreating long-term relationships.
  • 7. Yet most of us are focused on oneaspect of that relationship: the beginning. THINK FEEL THINK FEEL BUY!
  • 8. Some of us see and work toward thebigger re-engagement opportunity.
  • 9. (And it’s a lifelong opportunity.)
  • 10. Do our brands, products or servicesbehave in a way that encouragesmeaningful long-term relationships?
  • 11. Well...• Products designed with planned obsolescence• Marketing that strikes an emotional chord but misleads on product/service benefits• Emails high on frequency but low on intelligence• Loyalty programs = impersonal bribes• Coupons: cue, routine, reward. Is this enough?
  • 12. “Retention” is a dirty wordbecause it has no visbilyhumane outputs.
  • 13. If we want customers for life, wemust re-imagine how we’ll establishand maintain intimacy with them—as people, not as targets.
  • 14. It’s not enough to put customers atthe center of what you do. You needto understand them—intimately.
  • 15. Thought exercise: how would you designyour next product or service if there wereno follow-up emails or coupons to bringpeople back? What if you had to bakeintimacy into the thing itself from the start?
  • 16. DATA UBIQUITY LOCATION AWARENESS INVISIBLE INTERFACES NETWORKED PEOPLE ADAPTIVE ENVIRONMENTSThe good news? We’ve never hadan opportunity like this before.
  • 17. This opportunity is a value exchange.So, people will have demands.Here’s a top-four list of whatthey’ll want to know from anyonewho wants to get intimate with them.
  • 18. 4. What will you know about me?
  • 19. 3. Will you apply that knowledgein useful or inspiring ways?
  • 20. 2. Will you surprise me?
  • 21. 3. Where are the surprises?
  • 22. 1. What would life be like without you?
  • 23. 1. What would life be like without you?2. Will you surprise me?3. Will you apply that knowledge in useful or inspiring ways?4. What will you know about me?Conveniently applies topersonal relationships, too.
  • 24. “Of course I deal with the obvious.I present, reiterate, and glorify the obvious—because the obvious is what peopleneed to be told. The greatest need ofpeople is to know how to deal with otherpeople. This should come naturally tothem, but it doesn’t.”(The first and last time I’ll ever quote Dale Carnegie)
  • 25. Intimacy builds relationships.
  • 26. Strong relationships = more fireworks.
  • 27. Thank you.Noel FranusVP/Experience Director@nfranus