Seduce me, Persuade me! Powering brand growth through relationship eXchange Nadim Sadek | Brittany Pinney | Brooke Dobson

1. © TransgressiveX Ltd, 2019
Seduce me, Persuade me!
Powering brand growth through relationship eXchange
Nadim Sadek | Brittany Pinney | Brooke Dobson
IIeX Latin America | June 12th 2019

2. © TransgressiveX Ltd, 2019
To succeed
a brand needs to be better
than its competition
© TransgressiveX Ltd, 2019

3. © TransgressiveX Ltd, 2019
Being better
means creating stronger
relationships
© TransgressiveX Ltd, 2019

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The best relationships
are when you feel you get
more than you give
© TransgressiveX Ltd, 2019

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Positive eXchange
drives more interest,
interaction and loyalty
© TransgressiveX Ltd, 2019

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eXchange power
comes from the ability to
Seduce and Persuade
© TransgressiveX Ltd, 2019

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come from emotional & rational drivers
Seduction & Persuasion

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Seduction Persuasion
EMOTIONALRATIONAL
Seduction Drivers Persuasion Drivers
TRANSPARENCY POPULARITY
VALUE FOR MONEY FAMILIARITY ACCESSIBILITYCONSISTENCY
INTEGRITYCONNECTIONATTRACTION ASPIRATION EMPATHYINNOVATION
PERFORMANCE CLARITY DIFFERENTIATION RELEVANCE

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eXchange Score
is what your Seduction & Persuasion create together.
This is a simple, single indicator of your strength.

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PERFORMANCE CLARITY
DIFFERENTIATION RELEVANCE
SEDUCTIONYour Rational Powers of Seduction

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SEDUCTION
ATTRACTION ASPIRATION
INNOVATION EMPATHY
Your Emotional Powers of Seduction

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VALUE FOR
MONEY
CONSISTENCY
FAMILIARITY ACCESSIBILITY
Your Rational Powers of Persuasion PERSUASION

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PERSUASION
CONNECTION TRANSPARENCY
INTEGRITY POPULARITY
Your Emotional Powers of Persuasion

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Measuring Seduction & Persuasion
Feelings Thoughts

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Let the fun begin! Relationship eXchange Workshop.

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Key Importance Drivers of the Automotive CategoryEMOTIONALRATIONAL
SEDUCTION PERSUASION

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First, let’s see how the brands are stacking upCategoryAvg.Delivery
EMOTIONALRATIONALEMOTIONALRATIONAL
SEDUCTION PERSUASION

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What are your feelings about Audi?
TXlivedemo.com

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Let’s see how you feel about Audi now!
TXlivedemo.com

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Here’s how peoples’ feelings changed
Driver
Movement
SEDUCTION PERSUASION+26% +18%
+22%

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Stunning @Audi e-tron! #ev #electricvehiclepic.twitter.com/
“I’m just curious, what planet has it been available on?”
“Nice car with cool lights & a fair amount of great features”
“I like the company’s innovative & making electric vehicles”
“YES!! Please exchange my Edition One for that.. kthx :)”
“Audi is king of the auto industry right now”
“Audi is killin it. Look out Tesla.
“Audi is for people with corporate success”
“I like the luxury & the performance of their vehicles”
“The new face of luxury.”
And here’s how their thoughts changed

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Let’s give it another go with a different car brand
TXlivedemo.com

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So, how did Hyundai do?
Seduction Drivers Persuasion Drivers
TRANSPARENCY POPULARITY
VALUE FOR MONEY FAMILIARITY ACCESSIBILITYCONSISTENCY
INTEGRITYCONNECTIONATTRACTION ASPIRATION EMPATHYINNOVATION
PERFORMANCE CLARITY DIFFERENTIATION RELEVANCE

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Driver
Movement
Pull
Pull
Pull
Here’s how peoples’ feelings changed
-41% -9%
-23%
SEDUCTION PERSUASION

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What drove the Seduction decline?
19% of all negative Hyundai chatter
centered around VEGAN
“Shame on you, Hyundai.
👎
And your
juvenile attempt at humor just
alienated a growing segment of the
population. #NeverBuyingAHyundai”

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Some people still found the commercial hilarious.
Unfortunately, gut reaction was dominated by negativity.

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Driver
Movement
Pull
Pull
Pull
Here’s how peoples’ feelings changed
-41% -9%
-23%
SEDUCTION PERSUASION

30. © TransgressiveX Ltd, 2019
Everything your brand does
impacts its relationship eXchange
© TransgressiveX Ltd, 2019

31. © TransgressiveX Ltd, 2019
Now…we’d like to offer an eXchange of our own!

32. © TransgressiveX Ltd, 2019
Crispian Hotson,
CFO
Brittany Pinney,
President, the Americas
Brooke Dobson,
President, the Americas
Iain Hamilton,
Client Services Director
Annie Catchpole,
Head of Client Success
Pete Harvey,
Head of Machine Sciences
Simon Dutka,
IT Director
Carol Reay,
Chairman
Michael Coden,
Marketing Director
Atif Muhammad,
Data Scientist, AI Team
Jeremy Lai Hong,
Data Scientist, AI Team
Dave Kroukamp,
Developer
Nic Milicevic,
Developer
Steve Van Niekerk,
Developer
Caspar Lessing,
Systems Architect
Carl Sandrock,
Developer & Specialist
St. John Russell
Developer
Kay Mavuso
Developer & Coordinator
Tyson McKeown,
Data Acquisition Director
Sagaran Naidoo,
MD, TX Data Hub
Kavir Haripersad,
Director, TX Data Hub
Nelisiwe Nkosi,
Trainee Analyst, TX Data Hub
Yasteel Singh
Sr. Data Scientist, TX Data Hub
Avni Balalee,
Data Scientist, TX Data Hub
Sarah Snudden,
Head of Human Sciences
George Andraos,
IT Support Executive
Nadim Sadek,
CEO
Jim Brennan,
CRO & Managing Director

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Get In Touch! Exchange Your Photo for an Avatar!
MakeMeAnAvatar@TransgressiveX.com

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Thank you!