Brands that Win - Megan Prejzner, Hackett Brand Consulting
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Brands that Win - Megan Prejzner, Hackett Brand Consulting
- 1. KEYNOTE Megan Prejzner CEO & FOUNDER HACKETT BRAND CONSULTING Brands that Win: How to Create Connection with Humans, Not Data Points, and Build a Truly Iconic Brand WASHINGTON D.C. ~ JULY 6 - 7, 2023 DIGIMARCONWASHINGTONDC.COM | #DigiMarConWashingtonDC
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- 5. 5 As a marketer, it’s our responsibility to help foster these connections and build a brand for good. And we often use data as a guide to help us connect with customers and grow our business.
- 6. 6 According to the Harvard Business Review More than 59 zettabytes (ZB) of data were created, captured, copied, and consumed in the world in 2020.
- 7. 7 What does this data mean for us? IMPRESSIONS CLICKS CLICK-THRU-RATE CONVERSIONS CONVERSION RATES AD SPEND COST PER CONVERSION REVENUE RETURN ON AD SPEND (ROAS) MARKETING QUALIFIED LEADS (MQLS) SALES ACCEPTED LEADS (SAL) SALES QUALIFIED LEADS (SQL) COST PER ACQUISITION (CPA) COST PER LEAD (CPL) CUSTOMER LIFE LONG VALUE RETURN ON INVESTMENT (ROI) LIKES COMMENTS SHARES IMPRESSIONS FOLLOWERS OPEN RATE AVERAGE SESSIONS DURATION TIME ON PAGES PAGES/SESSIONS EXIT RATE WEBSITE CONVERSION RATE REFERRAL TRAFFIC SOCIAL TRAFFIC WEB TRAFFIC BY LOCATION REPEAT TRAFFIC NEW USERS CHANNEL ENGAGEMENT GENDER BREAKDOWN SITE SPEED PAGE SPEED QUALITY SCORE DELIVERY RATE PAGE VIEWS MOBILE V. DESKTOP ORGANIC TRAFFIC DIRECT TRAFFIC
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- 9. 9 With all this data, we’re forgetting the very thing we’re measuring … humans!
- 10. 10 According to the PwC report, 59% of customers feel that brands have lost touch with the human element of customer experience.
- 11. 11
- 12. 12 Digital innovation and data do not replace a need for a business to relate to people as people.
- 13. 13 Data, Purpose & the Heart of Connection
- 14. 14 The power of connection is so much more than hearing what someone is saying and responding. Aka… data coming in and decisions going out
- 15. 15 As marketers & brand leaders, we must learn to start with connection – Who are we connecting to, about what and most importantly, why…. to show we not just listen but also care.
- 16. 16 What’s the secret to keeping a century-old brand fresh? Converse is empowering today’s daring spirit of youth by celebrating freedom of expression through individuals and their movement(s).
- 17. 17 From Basketball Shoe To Rockstars They Are Always Connecting With Subculture
- 18. 18 Patagonia In 2022—on the eve of our 50th anniversary— we updated Patagonia’s core values to reflect the company we want to be as we embark on the next 50 years.
- 19. 19 We’re Not Just Here To Sell A Product And Follow A Stale Business Model. We Must Exist To Be So Much More. We Want To Leave A Legacy. To Build A Brand That Lasts Beyond The Now. To Build A Brand For Good.
- 20. 20 To build a brand that resonates with today’s customers, we must connect with people on an emotional level to withstand times and build a legacy.
- 22. 22 So, how do we start share our purpose, grow a business AND use data to build an iconic brand?
- 23. 23 HOUSE USE YOUR ETHOS AS A GUIDING LIGHT Foundation First = Heart of the Brand Construction = Bringing Brand to Life Paint & Décor = Visuals & Design Ready to Invite Guest = Marketing
- 24. 24 Marketing Business Brand DATA WHAT ARE WE HEARING, SEEING, READING, ANALYZING OUTCOME HOW DO WE SHOW UP? DRIVE ACTION? INSPIRE TRUST? COMMUNICATE? HUMANS
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