The Art of Losing Money
How Ignoring Some of The Trends Is Causing You To Bleed Cash
Half of the money
spent on advertising
is wasted.
Problem is, I don’t know which half.
Do you measure your marketing activities?
• Don’t know how.
• Can’t be measured (image & PR
campaign).
• We’ve always done...
Measure.
You’ll be better off than half of your competition.
Trend #1:
Facebook Insights
Google Analytics
Hotjar
Invest in customer
experience!
Or you’re wasting both halves.
2016
How do you do that?
Two Types of Audience
Passive / there
detached, not-so-engaged
Immersed / here
active, engaged
Two Types of Messages
Repeated
login process
Improvised
registration process
Brand Touch Points
Immersed
Passive
Repeated Improvised
TV ad
brochure
website
welcome & start meeting
order a product
the...
The Customer Told This Story… 

To “Forbes”
Was this marketing?
Smarketing.
Sales, customer service & marketing 

in one project team.
Trend #2:
Story in
Customer Service
Consumer Is a Medium.
Catering to many small audiences renders more effective
than one-to-all message on mass media.
Trend ...
Southwest Airlines
• The Southwest Way: have fun, don’t treat yourself too seriously,
celebrate successes, enjoy your work...
–Colleen Barrett
“We will miss you.”
Your customers should love you
The brand is not enough!
Lovemark.
The brand is not enough.
Trend #4:
What is a lovemark?
• Commodity: a milk, a yoghurt, a
mineral water.
• Fad: new fashionable Rihana haircut.
• Brand: respe...
Your customers should love you
How do you do it?
The Triangle of Love
(not the love triangle)
passion
intimacycommitment
Passion
Passion
• Strong, emotional bond.
• Does not have to be positive.
• The brand needs an enemy.
Add Emotions
Commitment
Messaging Channels
Two way
One way
Public Private
TV (ad)
brochure (info)
website (about us)
FB page (post)
Blog (article)...
The Secret of Engagement
You don’t send “About US” page via e-mail.
So why do you send press ads?
Conversations, stupid!
Don’t use two-way channels for advertising.
You’ll lose your audience!
Trend #5:
Intimacy
Intimacy
• Know exactly, what your customers want.
• Let them feel that communication is personal

(personalization, choic...
100% response rate
within 2 hours!
Thank You Very Much
Pawel Tkaczyk
paweltkaczyk.com | @TkaczykPawel
Pawel Tkaczyk - The Art of Losing Money (Babel camp 2016)
Pawel Tkaczyk - The Art of Losing Money (Babel camp 2016)
Pawel Tkaczyk - The Art of Losing Money (Babel camp 2016)
Pawel Tkaczyk - The Art of Losing Money (Babel camp 2016)
Pawel Tkaczyk - The Art of Losing Money (Babel camp 2016)
Pawel Tkaczyk - The Art of Losing Money (Babel camp 2016)
Pawel Tkaczyk - The Art of Losing Money (Babel camp 2016)
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Pawel Tkaczyk - The Art of Losing Money (Babel camp 2016)

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The more money you pour into your marketing, the greater effects you'll see, right? Well, not exactly. Your marketing money leaks through some obvious and not-so obvious holes. And sometimes it's not money that's needed. Come and listen to the tales of losing money and learn from other people's mistakes.

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Pawel Tkaczyk - The Art of Losing Money (Babel camp 2016)

  1. 1. The Art of Losing Money How Ignoring Some of The Trends Is Causing You To Bleed Cash
  2. 2. Half of the money spent on advertising is wasted. Problem is, I don’t know which half.
  3. 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. 4. Measure. You’ll be better off than half of your competition. Trend #1:
  5. 5. Facebook Insights
  6. 6. Google Analytics
  7. 7. Hotjar
  8. 8. Invest in customer experience! Or you’re wasting both halves. 2016
  9. 9. How do you do that?
  10. 10. Two Types of Audience Passive / there detached, not-so-engaged Immersed / here active, engaged
  11. 11. Two Types of Messages Repeated login process Improvised registration process
  12. 12. 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
  13. 13. The Customer Told This Story… 
 To “Forbes”
  14. 14. Was this marketing?
  15. 15. Smarketing. Sales, customer service & marketing 
 in one project team. Trend #2:
  16. 16. Story in Customer Service
  17. 17. Consumer Is a Medium. Catering to many small audiences renders more effective than one-to-all message on mass media. Trend #3:
  18. 18. Southwest Airlines • The Southwest Way: have fun, don’t treat yourself too seriously, celebrate successes, enjoy your work, be a passionate team player.
  19. 19. –Colleen Barrett “We will miss you.”
  20. 20. Your customers should love you The brand is not enough!
  21. 21. Lovemark. The brand is not enough. Trend #4:
  22. 22. 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
  23. 23. Your customers should love you How do you do it?
  24. 24. The Triangle of Love (not the love triangle) passion intimacycommitment
  25. 25. Passion
  26. 26. Passion • Strong, emotional bond. • Does not have to be positive. • The brand needs an enemy.
  27. 27. Add Emotions
  28. 28. Commitment
  29. 29. Messaging Channels Two way One way Public Private TV (ad) brochure (info) website (about us) FB page (post) Blog (article) ? Mail (newsletter) LiveChat (conversation)
  30. 30. The Secret of Engagement You don’t send “About US” page via e-mail. So why do you send press ads?
  31. 31. Conversations, stupid! Don’t use two-way channels for advertising. You’ll lose your audience! Trend #5:
  32. 32. Intimacy
  33. 33. Intimacy • Know exactly, what your customers want. • Let them feel that communication is personal
 (personalization, choice of channel). • Shared secret.
  34. 34. 100% response rate within 2 hours!
  35. 35. Thank You Very Much Pawel Tkaczyk paweltkaczyk.com | @TkaczykPawel

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