Toward Consumer Engagement: Marketing moves from Impressions to Expressions

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Toward Consumer Engagement: Marketing moves from Impressions to Expressions

  1. 1. Toward Consumer Engagement How Marketing is moving from simply Delivering Impressions to Generating Expressions Dr Laurent Florèshttp://blog.crmmetrix.com CRM Metrix - MetrixLabhttp://twitter.com/#!/crmmetrix lflores@crmmetrix.comhttp://twitter.com/laurentflores February, 2012http://Facebook.com/crmmetrix
  2. 2. MARKETING? Product “Shouting Loud”Relationship Talking vs Conversing 2  
  3. 3. Brands Talk rather than Listen or Converse   3,000 messages every day, 188 every hour, 3 every minute   The ratio of listening to talking is 1 to 50 (*)   …still brands believe they are « customer centric »(*)  Source:  Esomar  &  Veronis  Suhler  
  4. 4. Still...Markets remain « Conversations »
  5. 5. Purchase Influence AVERAGE   1   Friend  /  Family   56%   1 1 1 1 1 1 2   2 2 2 3   3 3 3 4   5   6   What people say about your product and services is 7   bar none the most important influencer over a 8   consumer’s decision to buy a product. 9   How they communicate can be varied, but the one10   constant is how good of a product or service you have put out.11  12   If you want to tap into your #1 media channel, it’s13   pretty simple, create great products and services and make your content “sharable”….14  15  16  17  18   5
  6. 6. From “B to C” Marketing to “C to B to C” Consumer Brand Consumer 6  
  7. 7. What are the Consequences? Talk Less, Engage More!  Networked consumers will create more content, speak more about you than any media time you will ever buy be able to buy!  You still need Content:   A Big Idea and the ability to « Empower » Consumers to Talk about you/for you…   Move your Marketing beyond « delivering impressions » to « Generating Consumer Expressions »
  8. 8. Coca-Cola Marketing Shifts from Impressions to Expressions (*)   The prevaling role of « Big Ideas »   Accept that consumers can generate more messages than you ever could   Develop content that is « Liquid and Linked »   Accept you don’t fully own your brand; your consumers do   Speak up to set your record straight, but give your fans a chance to do it so first(*)  Joe  Tripodi,  EVP  Chief  MarkeHng  and  Commercial  Officer  of  the  Coca-­‐Cola  Company.  
  9. 9. Marketing Shifts from Impressions to Expressions   Accept that consumers can generate more messages than you ever could   Let’s go back in Time... The Coke/Mentos Story…
  10. 10. Huge Buzz and Consumer Engagement
  11. 11. Coca-Cola/Mentos Story (2006)   So succesful that Mentos Bought the initial video… and organized the mentosgeyers.com even to maximize consumer engagement.   Although the Coca Cola team’s reaction was blasé (it did not project the right image, they said), the executives at Mentos were elated (*). Mentos advertising budget is usually USD 20 million a year, and company officials estimate they have generated at least half that in free name recognition as a result of the viral video. Sales climbed 20 percent during the first viral tsunami, and even after the commotion died down, they remained 15 percent higher than they had been.(*)  Sources  :  ABC  News,  “ The  Mentos  and  Diet  Coke  SensaHon”,  June  2006  &  Media  Magazine,  “What  Happens  When  You  Let  Go”,  May  2007.  
  12. 12. Marketing Shifts from Impressions to Expressions   Create Ideas that are contageous (« Liquid »)…   and « Linked » to:   Consumer’s Interest   Brands   Business Objectives   Example: Tipp-Ex Campaign (« a Hunter Shoots a Bear »)
  13. 13. hp://www.youtube.com/watch?v=4ba1BqJ4S2M    (*)  Tipp-­‐Ex  Campaign  («  a  Hunter  Shoots  a  Bear  »),  2010  
  14. 14. Tipp-Ex Campaign (2010)   A typical « Liquid and Linked » Campaign that generated Engagement   « Hunter Shoots a Bear" was: -  watched more than 48 million times on YouTube -  shared by 350,000 people on Facebook -  clocked up one tweet every second for the first three days of the campaign. -  Seen in 217 countries -  achieved a 30% uplift in sales – (for something as « old- fashioned as correction tape »… not bad…)(*)  Source:  AdAge  2011  
  15. 15. Yes… Engaging: People really searched Tipp-Ex
  16. 16. Tipp-Ex “Linked Content” = Success! BrandConsumers Business Interest Objectives Branded ExpressionsHuge Buzz +30% in Sales 16  
  17. 17. Marketing Shifts from Impressions to Expressions   Old Spice Brilliant « Media Ping Pong »   Engage on different touchpoints throughout the year, to revigorate historic P&G Old Spice Brand
  18. 18. Old Spice Campaign Media Ping PongEstablished  brand  equity  on  TV  with  fantasHc  content.      Ping.      Then  extended  the  compelling  story  to  Facebook  and  Twier      Pong.      And  to  Digg,  Reddit,  and  several  other  smaller  ponds      Ping.      Whose  users  went  to  the  big  YouTube  pond  to  see  the  videos      Pong.      Where  they  experienced  a  level  of  a  brand’s  personal    aenHon  and  engagement  that    has  rarely,  if  ever,  been  seen  before      Ping.      Then  tweeted  and  commented  like  crazy  about  it      Pong.    Which  garnered  coverage  for  the  campaign  on  television,    in  print,  and  on  radio,  making  Old  Spice,  your  grandfather’s  brand  of  deodorant,  naHonal  news.    (*)  Source:  AdAge  2011  
  19. 19. Write your « POEM » to Engage throughout the Purchase Cycle: Integrate All Media Touch Points Paid     Owned     website,     mini  website,  blog,   sponsorship  sec4on,  mobile   site   customer Experiences Brand equity Earned    
  20. 20. Engaging throughout the year: people continuously search Old Spice
  21. 21. Succes, Yes in a way…BUT…  +55% in sale during the first 3 months of campaign run, soared by 107% aound the time the response videos started…BUT….  P&G « run a Campaign » rather than a « relationship with its Fans » … to humanize its business and ensure long-term relationships with their customers…  …As of September 2010, the brand had over 120,000 followers on Twitter that it do not connect with… 2 months after its active push on Twitter, only 23 tweets, with no personal tweet sent to any followers…  Relathionship has a cost that goes « beyond a campaign »
  22. 22. Toward Consumer Engagement…   Accept that consumers can generate more messages than you ever could   Develop content that is « Liquid and Linked »   Accept you don’t fully own your brand; your consumers do   Speak up to set your record straight, but give your fans a chance to do it so first   Integrate Touchpoints Across the Consumer Journey   Relationship has a cost: be « Always On »!
  23. 23. http://blog.crmmetrix.comTHANK YOU http://twitter.com/#!/crmmetrix http://twitter.com/laurentflores http://www.facebook.com/crmmetrix &Good Luck!  Dr Laurent Florès Questions? CRM Metrix - MetrixLab lflores@crmmetrix.com February, 2012 23  

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