1. The Art of Losing Money
How Ignoring Some of The Trends Is Causing You To Bleed Cash

2. Half of the money
spent on advertising
is wasted.
Problem is, I don’t know which half.

3. Do you measure your marketing activities?
• Don’t know how.
• Can’t be measured (image & PR
campaign).
• We’ve always done it that way and it
worked.

4. Measure.
You’ll be better off than half of your competition.
Trend #1:

5. Facebook Insights

6. Google Analytics

7. Hotjar

8. Invest in customer
experience!
Or you’re wasting both halves.
2016

10. How do you do that?

13. Two Types of Audience
Passive / there
detached, not-so-engaged
Immersed / here
active, engaged

15. Two Types of Messages
Repeated
login process
Improvised
registration process

16. Brand Touch Points
Immersed
Passive
Repeated Improvised
TV ad
brochure
website
welcome & start meeting
order a product
there’s something wrong
social media
new product launch
conference

17. The Customer Told This Story…
To “Forbes”

18. Was this marketing?

19. Smarketing.
Sales, customer service & marketing
in one project team.
Trend #2:

20. Story in
Customer Service

21. Consumer Is a Medium.
Catering to many small audiences renders more effective
than one-to-all message on mass media.
Trend #3:

23. Southwest Airlines
• The Southwest Way: have fun, don’t treat yourself too seriously,
celebrate successes, enjoy your work, be a passionate team player.

24. –Colleen Barrett
“We will miss you.”

25. Your customers should love you
The brand is not enough!

26. Lovemark.
The brand is not enough.
Trend #4:

27. What is a lovemark?
• Commodity: a milk, a yoghurt, a
mineral water.
• Fad: new fashionable Rihana haircut.
• Brand: respected, without WOW!
SONY’s TVs, Dell’s computers.
• Lovemark: has devoted fans. Apple,
Netflix, Chanel…
Respect
Love
lovemarkbrand
commodity fad

28. Your customers should love you
How do you do it?

29. The Triangle of Love
(not the love triangle)
passion
intimacycommitment

30. Passion

31. Passion
• Strong, emotional bond.
• Does not have to be positive.
• The brand needs an enemy.

32. Add Emotions

34. Commitment

35. Messaging Channels
Two way
One way
Public Private
TV (ad)
brochure (info)
website (about us)
FB page (post)
Blog (article)
?
Mail (newsletter)
LiveChat (conversation)

36. The Secret of Engagement
You don’t send “About US” page via e-mail.
So why do you send press ads?

37. Conversations, stupid!
Don’t use two-way channels for advertising.
You’ll lose your audience!
Trend #5:

38. Intimacy

39. Intimacy
• Know exactly, what your customers want.
• Let them feel that communication is personal
(personalization, choice of channel).
• Shared secret.

41. 100% response rate
within 2 hours!

42. Thank You Very Much
Pawel Tkaczyk
paweltkaczyk.com | @TkaczykPawel