Tim Allen_Make me Love your Brand, Not Tolerate It!

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  • Before I Started working at Distilled
  • Not involved in online marketing, for me the internet was a playground
  • Before DistilledI worked in a gymBut we had a problem
  • Our business model looked like thisWe were getting customers in through the door. But they were leaving pretty quickly
  • Success looked like this
  • Success looked like this
  • Something had to changeWe had been focusing on the wrong metric for far too long
  • My boss used to say “..”So we made things more personal, got to know our clients and their needs better
  • We had realised it’s about more than….
  • By learning to make our customers love us and give them a more personal experience we achieved our ultimate goal of reducing the number of those cancelling memberships.
  • What I learnt from this experience……
  • Today I’m going to talk mostly about brands I don’t love because they don’t give their customers much love. They just take advantage.These brands are damaging their own reputation by focusing on short term profits.Tell people about how this talk is going to highlight what people are doing, how we can learn from their mistakes.
  • To begin with this is what I hate
  • Iceland have simply given up and now just shout “Simply Great Value”
  • Guess what? Most expensive items on show
  • It’s vunerable people who potentially fall for this
  • But what if just before you complete the check out process, the cashier reached over and placed a few extra items in your basket whilst you weren’t looking
  • Would you tolerate this?Would you pay?Online this is exactly what’s happening
  • Electronics company selling cameras, TV’s, PC’s, Hardware etc
  • SSD £128.99Use of colour blindness…. Very pink Button very green to stand out and draw attention
  • So far so good
  • Simple delivery processFree delivery WOOHOO!
  • However there is nearly £30 extra on my billZen Engagement? What is this… yoga? Come on….They kindly took the effort for me to check the box……..
  • VIP loyalty below the fold? I’ve never even shopped here before?!?! Now you really are just taking the…..
  • If you believe in what you are trying to sell me
  • Compare this to CarphoneWarhouse who are at least talking my language
  • Or even Apple who give me a pretty thorough description.
  • 2012 Cornell University study – the effects of people having to opt in or opt out in the event of a fatality
  • When users have a decision to make they are quite often ambivalent or lazy so just stick with the default.
  • Some websites whether purposely or accidently are using the exact same method in a negative wayThis means you have to OPT OUT.Potential inflating mailing list by 6 times
  • Is this sign up potentially even higher due to “not being able to close the box”
  • Already registered?Don’t try and trick me into giving you my information. If I’m genuinely interested I will give you it if you give me the right signpostsThis might seem like a great idea…..
  • This is a terrible metric.This could potentially be full of dead accounts and people who don’t read their emails
  • Our business model looked like thisWe were getting customers in through the door. But they were leaving pretty quickly
  • John Lewis will probably get less subscribers but their open rate is going to be higher
  • This is a much better metric to focus onBut focusing on these wrong metrics will lead you to making bad business decisions
  • Now Google have introduced this..... Tabbed inbox
  • since the introduction of tabbed inbox in May
  • Cast your minds back to 2010
  • Famously made the headlines for trying to sneak unwanted insurance into the checkout process
  • This was the check out process back then
  • Pretty important shit!Name as it appears on your passportJust below that “please select a country of residence”When I open the drop down where do you expect the default to be?
  • To not get travel insurance you had to select the no insurance option from between Lithuania and Lativa…
  • Now moved away from the passport detailsStill contains the wording “please select a country of residence”
  • Most popular countries at the top of the list…. For ease of use
  • Again to not purchase insurance is buried at the bottom of the listIt’s not even grammatically correct
  • If you don’t choose a location only the selection box is highlighted, not the fact you haven’t chosen if you want travel insurance
  • Free wifi, on board films, comfy seats and for a very competitive price. THEY ARE GIVING FREE STUFF. WHO DOESN’T LIKE FREE STUFF?!
  • Clean easy to use website. No tricks for when flying could be cheaper
  • It doesn’t even have to be the same price. Just being in the same ball park is good enough
  • Compared to this!
  • People only fly with Ryanair because they are the cheapest. But if another brand comes along offering better service for the same price, you will very quickly become disposable to the customer
  • Maybe Ryanair have finally realised. They have survived off being the cheapest for a long time and they have done very well from it. Maybe they are trying to change
  • Maybe Ryanair have finally realised. They have survived off being the cheapest for a long time and they have done very well from it. Maybe they are trying to change
  • Maybe Ryanair have finally realised. They have survived off being the cheapest for a long time and they have done very well from it. Maybe they are trying to change. CEO Michael O’Leary
  • They are focusing on profit today as opposed to building a genuine brand people value.
  • Focus on individual transaction rather than life time value.
  • As they become more savvy and more synical the lack of trust in your brand will escalate
  • Think about email open rates. Think focus on the conversions rates. Think about the people not converting?
  • Think about email open rates. Think focus on the conversions rates. Think about the people not converting?
  • Think about email open rates. Think focus on the conversions rates. Think about the people not converting?
  • Tim Allen_Make me Love your Brand, Not Tolerate It!

    1. 1. Make Me Love Your Brand, Not Tolerate It TIM ALLEN
    2. 2. a bit of history
    3. 3. Tim Allen @tallen1985
    4. 4. Tim Allen @tallen1985
    5. 5. Gain 100 customers Lose 97 customers
    6. 6. 3 new customers!
    7. 7. WOOHOO!
    8. 8. Something had to change
    9. 9. I learnt to make customers feel cared about
    10. 10. I learnt that customers are people
    11. 11. “Give each person who walks through the door an experience” My old boss Tim Allen @tallen1985
    12. 12. More than just getting customers through the door
    13. 13. getting our customers to love us
    14. 14. Average gym usage is less than once a week
    15. 15. we doubled that
    16. 16. We reduced the number of those cancelling memberships
    17. 17. Make Me Love Your Brand, Not Tolerate It TIM ALLEN
    18. 18. ANALYST, DISTILLED tim.allen@distilled.net @tallen1985 Tim Allen
    19. 19. I hate…
    20. 20. SHOPPING
    21. 21. More so I hate…
    22. 22. SUPERMARKET SHOPPING
    23. 23. You're being bombarded by every psychological tactic available to make you spend more. BBC Watchdog http://www.bbc.co.uk/watchdog/consumer_advic e/supermarket_psychology.shtml @tallen1985
    24. 24. Tim Allen @tallen1985
    25. 25. Two for just £3.00
    26. 26. Normal Price £1.88
    27. 27. • £1.88 – Strawberries • £1.88 – Strawberries • £3.76 Total
    28. 28. SAVING 76p!!!
    29. 29. OR
    30. 30. I JUST SPENT £1.22 MORE THAN PLANNED
    31. 31. ON STRAWBERRIES I PROBABLY WON’T EAT
    32. 32. Items the store really wants you to buy at eye level
    33. 33. Placing items to target kids at their eye level
    34. 34. Queue mazes
    35. 35. No one is forcing anything into my basket Tim Allen @tallen1985
    36. 36. I still have choices Tim Allen @tallen1985
    37. 37. Tim Allen @tallen1985
    38. 38. Tim Allen @tallen1985
    39. 39. Sneaking Items Into The Basket
    40. 40. PIXMANIA
    41. 41. Tim Allen @tallen1985
    42. 42. Tim Allen @tallen1985
    43. 43. Tim Allen @tallen1985
    44. 44. Tim Allen @tallen1985
    45. 45. Tim Allen @tallen1985
    46. 46. Inflate the cost of my basket
    47. 47. I probably won’t feel valued as a potential long term customer
    48. 48. Upsell the benefits Tim Allen @tallen1985
    49. 49. I’d probably buy it Tim Allen @tallen1985
    50. 50. Tim Allen @tallen1985
    51. 51. Tim Allen @tallen1985
    52. 52. Your brand is not what you sell, but how you sell it.
    53. 53. Opt In vs Opt Out
    54. 54. People are LAZY Tim Allen @tallen1985
    55. 55. http://www.darkpatterns.org @tallen1985
    56. 56. They have my permission but they didn’t ask for it
    57. 57. Tim Allen @tallen1985
    58. 58. Tim Allen @tallen1985
    59. 59. This might get you more email addresses
    60. 60. Before you run to your…
    61. 61. Tim Allen @tallen1985
    62. 62. We should make everyone opt out… our mailing list will be 6 times bigger What you didn’t say to your boss Tim Allen @tallen1985
    63. 63. STOP
    64. 64. check yourself
    65. 65. are you focusing on the right metric
    66. 66. NUMBER of email list subscribers?
    67. 67. Tim Allen @tallen1985
    68. 68. Subscribers that don’t engage are less valuable than those that do
    69. 69. be transparent and easy to understand
    70. 70. stop worrying about email addresses
    71. 71. think about the people
    72. 72. @tallen1985
    73. 73. focus on who’s opening your emails
    74. 74. Tim Allen @tallen1985
    75. 75. Gmail open rates have dropped 20% https://litmus.com/blog/48-of-emails-are-openedon-mobile-gmail-opens-down-20-since-tabs @tallen1985
    76. 76. Tricking Customers To Spend More Money
    77. 77. 2010
    78. 78. http://www.darkpatterns.org @tallen1985
    79. 79. http://www.darkpatterns.org @tallen1985
    80. 80. http://www.darkpatterns.org @tallen1985
    81. 81. September 2013
    82. 82. have they changed their ways?
    83. 83. Tim Allen @tallen1985
    84. 84. Tim Allen @tallen1985
    85. 85. Tim Allen @tallen1985
    86. 86. Tim Allen @tallen1985
    87. 87. Tricking Me Tim Allen @tallen1985
    88. 88. WON’T make me love you Tim Allen @tallen1985
    89. 89. and will probably grab the wrong type of attention
    90. 90. Tim Allen @tallen1985
    91. 91. Times are CHANGING
    92. 92. when people only tolerate your brand you are at risk
    93. 93. November 2013
    94. 94. Tim Allen @tallen1985
    95. 95. Tim Allen @tallen1985
    96. 96. http://moz.com/blog/having-a-captcha-is-killingyour-conversion-rate @tallen1985
    97. 97. If Ryanair are shifting then surely this is a signal..
    98. 98. To Conclude Tim Allen @tallen1985
    99. 99. Why do brands engage in this trickery?
    100. 100. Short term focus Tim Allen @tallen1985
    101. 101. Focusing on individual transactions Tim Allen @tallen1985
    102. 102. remember
    103. 103. Consumers are becoming more savvy and cynical Tim Allen @tallen1985
    104. 104. Be the brand giving better experiences Tim Allen @tallen1985
    105. 105. Not the one waiting to be outdone Tim Allen @tallen1985
    106. 106. KEY TAKEAWAYS
    107. 107. Think about people instead of one off transactions Tim Allen @tallen1985
    108. 108. Focus on better metrics Tim Allen @tallen1985
    109. 109. Email open rates Tim Allen @tallen1985
    110. 110. Conversion rates Tim Allen @tallen1985
    111. 111. Thanks. Any questions? TIM ALLEN tim.allen@distilled.net @tallen1985

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