Paul Flanigan
experiate.net
twitter.com/paulflanigan
You donʼt get it and
you donʼt care.
Technology
Speed-to-market
Competition
Budgets
Agency Challenges
1997: 500
2007: 5,000
Today: 1,000 in 20 minutes
Jason Goldberg @retailgeek
Number of ads the average
consumer is exposed ...
Youʼre Waldo
What do people think about
when they think of you?
How can you be better at
consumer engagement?
Questions to ask:
2 Steps to Brand Engagement
16,839,654 16,624,226
Griffin
Hospital
Malpractice claims: 43%
Patient discharges: 40%
Referral rate: 80%
Give the consumer access
to your brand.
Company
Product Family
Product Line
Product Type
Variant
Whereʼs the consumer?
“Simply put, no one really cares
about the logo anymore.”
@fastcodesign 10.22.10
Steve McCallion
Enable consumers to define
your brand.
Enable consumers to define
your brand.
Give the consumer access
to your brand.
Trust.
4 Eʼs of Marketing
Product
Price
Place
Promotion
People
Everywhere
Experience
Exchange
Evangelism
Everywhere
Experience
80% of companies believe they
are delivering a superior
experience.
8% of their customers agree.
Bain & Co.
“The iPads will allow doctors
and nurses to access any
web-enabled application run
by their hospital as they move
around t...
Exchange
1. Friends & family
2. Anonymous review
3. Expert opinion
4. Retailer/Brand
Jill Puleri VP - IBM
Influence on decision in o...
Evangelism
1.Harley Davidson (18.9%)
2.Disney (14.8%)
3.Coke (7.7%)
4.Google (6.6%)
5.Pepsi (6.1%)
Source: Brand Sense - Martin Linds...
Final Thoughts
Be the customer.
Thereʼs no business like
show business.
Have a kit of parts.
Your customer is your client.
You canʼt buy ...
“Your brand is nothing more than
what people think of when they think
of you. And the strength of your
brand is measured b...
Keys to Consumer Engagement
Keys to Consumer Engagement
Keys to Consumer Engagement
Keys to Consumer Engagement
Keys to Consumer Engagement
Keys to Consumer Engagement
Keys to Consumer Engagement
Keys to Consumer Engagement
Keys to Consumer Engagement
Keys to Consumer Engagement
Keys to Consumer Engagement
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Keys to Consumer Engagement

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A version of the presentation I gave in Sioux Falls, South Dakota talking about the methods of consumer engagement that companies should consider when

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Keys to Consumer Engagement

  1. 1. Paul Flanigan experiate.net twitter.com/paulflanigan
  2. 2. You donʼt get it and you donʼt care.
  3. 3. Technology Speed-to-market Competition Budgets Agency Challenges
  4. 4. 1997: 500 2007: 5,000 Today: 1,000 in 20 minutes Jason Goldberg @retailgeek Number of ads the average consumer is exposed to:
  5. 5. Youʼre Waldo
  6. 6. What do people think about when they think of you? How can you be better at consumer engagement? Questions to ask:
  7. 7. 2 Steps to Brand Engagement
  8. 8. 16,839,654 16,624,226
  9. 9. Griffin Hospital Malpractice claims: 43% Patient discharges: 40% Referral rate: 80%
  10. 10. Give the consumer access to your brand.
  11. 11. Company Product Family Product Line Product Type Variant Whereʼs the consumer?
  12. 12. “Simply put, no one really cares about the logo anymore.” @fastcodesign 10.22.10 Steve McCallion
  13. 13. Enable consumers to define your brand.
  14. 14. Enable consumers to define your brand. Give the consumer access to your brand. Trust.
  15. 15. 4 Eʼs of Marketing
  16. 16. Product Price Place Promotion People
  17. 17. Everywhere Experience Exchange Evangelism
  18. 18. Everywhere
  19. 19. Experience
  20. 20. 80% of companies believe they are delivering a superior experience. 8% of their customers agree. Bain & Co.
  21. 21. “The iPads will allow doctors and nurses to access any web-enabled application run by their hospital as they move around the hospital.” Source: Daniel Andrews, Victoria, Australia State Health Minister
  22. 22. Exchange
  23. 23. 1. Friends & family 2. Anonymous review 3. Expert opinion 4. Retailer/Brand Jill Puleri VP - IBM Influence on decision in order
  24. 24. Evangelism
  25. 25. 1.Harley Davidson (18.9%) 2.Disney (14.8%) 3.Coke (7.7%) 4.Google (6.6%) 5.Pepsi (6.1%) Source: Brand Sense - Martin Lindstrom The Most Desired Tattoos
  26. 26. Final Thoughts
  27. 27. Be the customer. Thereʼs no business like show business. Have a kit of parts. Your customer is your client. You canʼt buy loyalty and you canʼt sell evangelism.
  28. 28. “Your brand is nothing more than what people think of when they think of you. And the strength of your brand is measured by the degree of trust that consumers have with it.” Pat Connolly CMO Williams-Sonoma

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