How to Align your Marketing with Customer Emotions | Adria Saracino

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What causes customers to “like” a piece of content? What motivates them to go with one product over another? And why do they decide to either cut off a brand after purchase or become a brand advocate? These are all questions Adria will answer as she takes you through the role emotions can play in marketing. You’ll walk away knowing what type of marketing resonates best throughout the sales funnel and have a better understanding of what customers really want from brands.

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How to Align your Marketing with Customer Emotions | Adria Saracino

  1. 1. HOW TO ALIGN YOUR MARKETING WITH CUSTOMER EMOTIONS ADRIA SARACINO
  2. 2. @adriasaracino #MNSummitSource
  3. 3. @adriasaracino #MNSummitSource
  4. 4. @adriasaracino #MNSummitSource GUT REACTIONS ARE FORMED IN 3 SECONDS OR LESS
  5. 5. @adriasaracino #MNSummit LOGICAL MIND EMOTIONAL MIND WISE MIND Source
  6. 6. @adriasaracino #MNSummit LOGICAL MIND EMOTIONAL MIND WISE MIND Source
  7. 7. @adriasaracino #MNSummitSource WE FEEL MORE THAN WE THINK
  8. 8. @adriasaracino #MNSummitSource
  9. 9. @adriasaracino #MNSummitSource HAPPY SAD ANGRY SCARED
  10. 10. @adriasaracino #MNSummitSource HAPPY SAD ANGRY SCARED
  11. 11. @adriasaracino #MNSummit WE’RE ALL FOMO MOFOs
  12. 12. CONSUMER BEHAVIOR
  13. 13. @adriasaracino #MNSummit “For most people, the fear of losing $100 is more intense than the hope of gaining $150. ”- Daniel Kahneman, Nobel Prize-winning psychologist
  14. 14. @adriasaracino #MNSummit love hate low investment high investment THE CONSUMPTION MATRIX
  15. 15. @adriasaracino #MNSummit love hate low investment camera cable clothes car maintenance furniture hair products high investment THE CONSUMPTION MATRIX
  16. 16. KNOW YOUR MATRIX POSITION
  17. 17. KNOW YOUR BUYER’S CYCLE
  18. 18. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain
  19. 19. HOW TO ALIGN WITH CONSUMERS WHILE THEY ARE AT PLAY
  20. 20. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain How do we get consumers to discover our brand?
  21. 21. DETERMINE WHERE THEY HANG
  22. 22. @adriasaracino #MNSummit 1. ASK FOR A CUSTOMER LIST
  23. 23. @adriasaracino #MNSummitSource 2. RUN IT THROUGH FULL CONTACT
  24. 24. @adriasaracino #MNSummit 3. PUT OCCUPATIONS IN WORDLE Source
  25. 25. @adriasaracino #MNSummit 4. FIND INFLUENTIAL CUSTOMERS
  26. 26. @adriasaracino #MNSummit 5. USE SOCIAL ANALYTICS TOOLS
  27. 27. @adriasaracino #MNSummitSource
  28. 28. @adriasaracino #MNSummit FREAKONOMICS, MARKETINGLAND, HBR, & FIVETHIRTYEIGHT Source
  29. 29. @adriasaracino #MNSummitSource, SEO for Excel plugin 0 20 40 60 80 TOP 10 MOST SHARED DOMAINS TWEET ARCHIVIST + EXCEL PLUGIN
  30. 30. GET THEM TO SHARE YOUR STUFF
  31. 31. @adriasaracino #MNSummitSource WHY DO PEOPLE SHARE? FEEL INVOLVED SUPPORT CAUSES EDUCATE OTHERS NOURISH BONDS DEFINE ONESELF
  32. 32. @adriasaracino #MNSummitSource WHY DO PEOPLE SHARE? FEEL INVOLVED SUPPORT CAUSES EDUCATE OTHERS NOURISH BONDS DEFINE ONESELF
  33. 33. @adriasaracino #MNSummitSource SHARING CONTENT HAS BECOME A FORM OF GIFT GIVING
  34. 34. @adriasaracino #MNSummitSource WE GIVE GIFTS THAT COMMUNICATE OUR IDENTITY
  35. 35. @adriasaracino #MNSummitSource
  36. 36. LONG-FORM CONTENT @adriasaracino #MNSummitSource WHAT DO PEOPLE SHARE? POSITIVE MESSAGES CONTENT THAT EXCITES PHYSIOLOGICALLY
  37. 37. @adriasaracino #MNSummit WE LIKE SPREADING CHEER Source
  38. 38. @adriasaracino #MNSummit AND LOOKING REALLY SMART Source
  39. 39. @adriasaracino #MNSummitSource BUT EXCITABILITY TRUMPS
  40. 40. Source, Paddy Power’s original article @adriasaracino #MNSummit
  41. 41. CAVEATS & WARNINGS @adriasaracino #MNSummit Only incite emotions that align with your brand Make your content skimmable; and change it up! Don’t underestimate the value of trust & reputation
  42. 42. HOW TO ALIGN WITH CONSUMERS WHILE THEY LOOK FOR SOLUTIONS
  43. 43. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain How do we get consumers to find us when they are searching for a solution?
  44. 44. @adriasaracino #MNSummit WORD OF MOUTH SOCIAL MEDIA EXPERT ADVICE BRAND WEBSITE MEMORY SALES STAFF FORUMS USER REVIEWS
  45. 45. @adriasaracino #MNSummitSource EXPERT ADVICE USER REVIEWS BRAND WEBSITE WORD OF MOUTH MEMORY SALES STAFF SOCIAL MEDIA FORUM “50% say they wouldn’t trust a product’s branded website for an unbiased assessment
  46. 46. @adriasaracino #MNSummitSource BRAND WEBSITE EXPERT ADVICE USER REVIEWS WORD OF MOUTH MEMORY SALES STAFF SOCIAL MEDIA FORUM “50% say they wouldn’t trust a product’s branded website for an unbiased assessment
  47. 47. @adriasaracino #MNSummitSource USER REVIEWS EXPERT ADVICE BRAND WEBSITE WORD OF MOUTH MEMORY SALES STAFF SOCIAL MEDIA FORUM “61% say they’re less likely to trust reviews paid for by the company selling the product
  48. 48. IDENTIFY THEIR QUESTIONS
  49. 49. @adriasaracino #MNSummit ASK THE SALES & SUPPORT TEAMS
  50. 50. @adriasaracino #MNSummit COLLECT LIVE CHAT LOGS
  51. 51. @adriasaracino #MNSummitSource USE INTERNAL SITE SEARCH DATA
  52. 52. @adriasaracino #MNSummit INTERVIEW YOUR CUSTOMERS
  53. 53. @adriasaracino #MNSummit USERTESTING.COM
  54. 54. HOW TO ALIGN WITH CONSUMERS WHEN THEY ARE READY TO BUY
  55. 55. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain How do we get consumers to purchase?
  56. 56. MAKE IT EASY TO CONVERT
  57. 57. @adriasaracino #MNSummitSource product knowledge anxietythreshold most likely to get overwhelmed ANALYSIS PARALYSIS
  58. 58. @adriasaracino #MNSummitSource, Decision Simplicity Index quiz DECISION SIMPLICITY INDEX COMPARISON NAVIGATION TRUST
  59. 59. @adriasaracino #MNSummitSource “Brands that scored in the top quarter were 86% more likely to be purchased by the consumers considering them. They were 9% more likely to repurchase and 115% more likely to be recommended to others. ”- Patrick Spenner & Karen Freeman, management consultants at Corporate Executive Board and authors of study
  60. 60. @adriasaracino #MNSummitSource
  61. 61. @adriasaracino #MNSummitSource , Image Source
  62. 62. HOW TO ALIGN WITH CONSUMERS AND MAKE THEM WANT TO STAY
  63. 63. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain How do we get consumers to join our community?
  64. 64. EASE BUYERS’ REMORSE
  65. 65. MORE CHOICE = MORE REGRET @adriasaracino #MNSummitSource
  66. 66. @adriasaracino #MNSummitSource, Stat Source 78% OPEN ORDER CONFIRMATIONS
  67. 67. WAYS TO EASE REMORSE @adriasaracino #MNSummit Connect them with customers with similar purchase Suggest creative uses for products they purchased Exclusive discounts or events Anticipate questions
  68. 68. HOW TO ALIGN WITH CONSUMERS AND TURN THEM INTO ADVOCATES
  69. 69. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain How do we turn our community members into loyalists, advocates, and repeat purchasers?
  70. 70. @adriasaracino #MNSummit love hate low investment high investment THE CONSUMPTION MATRIX
  71. 71. @adriasaracino #MNSummit love hate low investment camera cable clothes car maintenance furniture hair products high investment THE CONSUMPTION MATRIX
  72. 72. @adriasaracino #MNSummit love hate low investment camera My Cable Provider J.Crew car maintenance West Elm hair products high investment THE CONSUMPTION MATRIX
  73. 73. @adriasaracino #MNSummit
  74. 74. @adriasaracino #MNSummit
  75. 75. @adriasaracino #MNSummit
  76. 76. @adriasaracino #MNSummit
  77. 77. @adriasaracino #MNSummit
  78. 78. @adriasaracino #MNSummit
  79. 79. @adriasaracino #MNSummit
  80. 80. @adriasaracino #MNSummit
  81. 81. @adriasaracino #MNSummitSource
  82. 82. @adriasaracino #MNSummitSource “Most people wouldn’t care if 73% of the world’s brands disappeared tomorrow. ”- Havas Media study on meaningful brands
  83. 83. @adriasaracino #MNSummit
  84. 84. @adriasaracino #MNSummitSource THE TOP BRANDS OUTPERFORM THE MARKET BY 120%
  85. 85. @adriasaracino #MNSummit PLAY LOOK BUYSTAY trigger consideradvocate retain 1.  Product 2.  Customer service 3.  Brand values
  86. 86. CREATE A GOOD PRODUCT
  87. 87. @adriasaracino #MNSummitSource “If you have a shit product, you will fail. ”- Said me, just now
  88. 88. @adriasaracino #MNSummitSource
  89. 89. GIVE GREAT CUSTOMER SERVICE
  90. 90. @adriasaracino #MNSummit
  91. 91. @adriasaracino #MNSummitSource, Photo
  92. 92. @adriasaracino #MNSummitSource RECIPROSITY
  93. 93. @adriasaracino #MNSummitSource
  94. 94. @adriasaracino #MNSummitSource
  95. 95. STAND FOR SOMETHING
  96. 96. @adriasaracino #MNSummit
  97. 97. QUESTIONS TO ASK @adriasaracino #MNSummit What problem is your brand trying to solve? Besides making money, what defines success? What words do employees use to describe the brand? Why do you get up to go to work everyday?
  98. 98. DEVELOP A BRAND EXPERIENCE
  99. 99. @adriasaracino #MNSummitSource “Brand behavior and brand touch is more important than brand voice. Amex can say they are all about small business, but there wasn’t much reason to believe until they launched Small Business Saturday. ”- Kelly O’Keefe, professor of brand management at Virginia Commonwealth University
  100. 100. @adriasaracino #MNSummitSource
  101. 101. @adriasaracino #MNSummit
  102. 102. @adriasaracino #MNSummitSource
  103. 103. RALLY YOUR COMMUNITY
  104. 104. Source @adriasaracino #MNSummit
  105. 105. Source @adriasaracino #MNSummit
  106. 106. MORE WAYS TO RALLY ‘EM @adriasaracino #MNSummit Gamify the experience once they’ve joined Sign-ups for market research in exchange for perks User generated content Reward programs
  107. 107. @adriasaracino #MNSummit
  108. 108. EMO MARKETING CHECKLIST
  109. 109. SUMMARY CHECKLIST @adriasaracino #MNSummit We feel before think; make content that triggers (+) emotions Know your customers’ consumption matrices & questions We’re FOMO MOFOs; don’t give too much choice & K.I.S.S. Develop a good product, customer service & brand experience Ease buyers remorse; utilize those emails!
  110. 110. THANK YOU ADRIA SARACINO All imagery where not noted courtesy of Shutterstock

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