Oracle Modern Marketing Tour Customer Keynote
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Rachel Truair, Chief of Staff at PetRelocation, discusses how the company achieved growth through authentic connections, conversations, and content. This included answering over 800 customer questions, generating 403 customer stories that increased email win rates, and prioritizing employee involvement to inspire customer evangelism. Truair advocates connecting below surface-level marketing by focusing on authentic conversations to drive growth.
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Oracle Modern Marketing Tour Customer Keynote
- 2. @PetRelocation | @RachelTruair #MMT14 Leading the PackAchieving Growth Through Authentic Connections, Conversations, and Content Rachel Truair Chief of Staff
- 3. @PetRelocation | @RachelTruair #MMT14 ?
- 4. @PetRelocation | @RachelTruair #MMT14 $0 $1 $2 $3 $4 $5 $6 $7 $8 Millions Tail-wagginggrowth
- 5. @PetRelocation | @RachelTruair #MMT14
- 6. @PetRelocation | @RachelTruair #MMT14
- 7. @PetRelocation | @RachelTruair #MMT14
- 8. @PetRelocation | @RachelTruair #MMT14
- 9. @PetRelocation | @RachelTruair #MMT14
- 10. @PetRelocation | @RachelTruair #MMT14 Photo from Flickr: WordRidden
- 11. @PetRelocation | @RachelTruair #MMT14 Photo from Flickr: lumachrome
- 12. @PetRelocation | @RachelTruair #MMT14 Photo from Flickr: jurvetson
- 13. @PetRelocation | @RachelTruair #MMT14
- 14. @PetRelocation | @RachelTruair #MMT14
- 15. @PetRelocation | @RachelTruair #MMT14 The Cultural Iceberg
- 16. @PetRelocation | @RachelTruair #MMT14 The Marketing Iceberg
- 17. @PetRelocation | @RachelTruair #MMT14 Create connections, not just clicks.
- 18. @PetRelocation | @RachelTruair #MMT14
- 19. @PetRelocation | @RachelTruair #MMT14 Authentic connections have value. keywords 368 in Top 3 keywords 806 in Top 10
- 20. @PetRelocation | @RachelTruair #MMT14 Conversations, not just conversion rates.
- 21. Ask the Pet Travel Experts @PetRelocation | @RachelTruair #MMT14 ! 800 Ask the Experts Questions Answered 14K Unique Keywords Used to Find Content ?
- 22. Ask the Pet Travel Experts @PetRelocation | @RachelTruair #MMT14 11.4% Ask the Experts Visit to Lead 3.8% Average Blog Post Visit to Lead
- 23. @PetRelocation | @RachelTruair #MMT14
- 24. @PetRelocation | @RachelTruair #MMT14 Answers to 10 Common Pet Crate Questions
- 25. @PetRelocation | @RachelTruair #MMT14 Answers to 10 Common Pet Crate Questions
- 26. @PetRelocation | @RachelTruair #MMT14 Experiences, not just expertise.
- 27. Customer Experience Stories @PetRelocation | @RachelTruair #MMT14 403 Customer Stories Generated
- 28. Customer Experience Stories @PetRelocation | @RachelTruair #MMT14 13.5% Customer Stories Lead to Customer Rate 4.0% Average Lead to Customer Rate
- 29. Customer Experience Stories @PetRelocation | @RachelTruair #MMT14 10% Without Stories Email Win Rate 25% With Stories Email Win Rate
- 30. @PetRelocation | @RachelTruair #MMT14 Employees Drive Evangelists Customer Stories Employee Upward Mobility Customer Satisfaction
- 31. @PetRelocation | @RachelTruair #MMT14 Old marketer. New tricks.
- 32. @PetRelocation | @RachelTruair #MMT14 Connect below the surface of your marketing iceberg.
- 33. @PetRelocation | @RachelTruair #MMT14 Create authentic conversations. BOW WOW WOOF
- 34. @PetRelocation | @RachelTruair #MMT14 Involve employees in inspiring evangelists.
- 35. @PetRelocation | @RachelTruair #MMT14 Thank you! rachel@petrelocation.com
Editor's Notes
- Introduction PetRelocation service - Worldwide pet moving service My background - @PetRelocation for 8 years; second employee hired; I started in a sales and service role; recognized online marketing opportunity
- PetRelocation services – describe and explain Door-to-door pet moving service that answers the question of how do I move my dog from San Francisco to Paris, or Seattle to Shanghai? We handle all of the pre-export paperwork, working with our clients’ vet to ensure that all of the veterinary requirements are met. We also arrange pick up at the clients’ residence and delivery and check-in at the airport, as well as book flights on pet-friendly pet safe airlines. Finally we can arrange customs clearance and delievery on the receiving end to our clients’ new residence.
- Have grown 30% year over year over the last eight years. 70% of annual revenue directly tied to online marketing efforts Lucky that we get to tell amazing stories about some of our favorite customers…(This is my favorite part)
- Like Willow, who we moved from within the United States from Illinois to Seattle…
- Here’s Jaxx, who we moved from Georgia to Abu Dhabi in the United Arab Emirates Along with Otto the French bulldog and Bella a Lab.
- And Lady Penelope, who we moved to the United Kingdom.
- This is Zimbo, a Rhodesian Ridgeback who moved with his owner who works for an NGO from the Us to Uganda… BUT the emotions that prospective clients are also dealing with are actually when they feel something related to this:
- MOR: How did those photos make you feel? Unconditional love – love toward your pet, or loved by your pet Happiness and joy – the smile your dog brings to your face Relaxed & Grounded – spending time outdoors, interacting with your pet on a different level Nostalgic – for the pets you’ve had or met in your life These emotions are what causes 90% of US HH to view pets as members of the family Passion drives a $60 BN pet industry in the US It’s easy to connect with pet owners over these emotions. Every company likes to say they have the best customers but we actually do have the best customers. WALK
- BUT Now I’m going to ask you another question. Raise your hand if you’ve ever had to move? What about move to a different state? What about to another country? What about with your pet? Chances are the emotions you felt during your move were not the warm-fuzzy ones we just enjoyed. And that’s what’s interesting about our customer and what they are going through. Moving boxes photo from Flickr user WordRidden: https://flic.kr/p/7Hp9EV
- And this… Moving truck: https://flic.kr/p/2JLVEy
- What some pet owners fear the most – the dreaded cargo hold where pets travel underneath the plane. Cargo hold: https://flic.kr/p/bgsMXD
- Or even Zimbo – remember the photo I showed at the beginning? Here’s what the scene looked like at the airport in Uganda - Don’t worry, Zimbo was not inside the crate.
- Imagine being Zimbo’s owner, going through the emotions surrounding this type of move. Excitement Feeling like you’re on a mission But then arriving and having reality hit you that you’re a long way from home. What we realized was that there was this disconnect between the emotions people feel toward their pets and the emotions they might possibly feel about the idea of having to move around the world with their pets.
- Concept in sociology known as the Cultural Iceberg. Developed in 1970s by Edward Hall In sociology there’s a theory called the cultural iceberg. What is visible is the surface culture Food, way of dress, language But the cultural iceberg theory says that 9/10ths of culture is below the surface. These are deeply-rooted beliefs, values, and behaviors, like how the culture views conflict, or how much personal space people require.
- I’d like to propose the idea of a marketing iceberg. It’s the idea that the surface level emotions that your consumers have will certainly help attract them to you. For us, there is a visible surface emotion that people feel around their pets, the love that we hear in their voices, the happiness their pets bring them. And you can connect with consumers on that level, as it’s one that we all feel about our pets. However, the below the surface emotions are where the deeper connections are made. For us, those are the emotions related to the service we provide are a much stronger way to form a connection with prospective clients. This is what I call the “Marketing Iceberg.” There is an opportunity to connect more deeply with customers. Misinformation or lack of information causes added stress and/or preconceived beliefs that are inaccurate (cargo hold not safe) Dealing with a complex situation related to something they feel passionately about (their pet) Happy and excited to be moving but there was also quite a bit that they were unsure of and worried about.
- This was our first “aha” moment in our marketing journey. connecting w/customers (emotionally/mentally) We had to create connections, not just clicks.
- ANECDOTE: The idea of the marketing iceberg did not just happen overnight. Ten years ago, long before we were downtown, our offices were way out in Spicewood. “Dirt road in Spicewood” APAC moves Google PPC with keywords like “Hong Kong pet moving” and “moving pets to Hong Kong” Replying to inquiries all asking why a specific type of microchip Had the idea to start a blog dedicated to answering those types of questions so we could attract more people asking the same question and also refer existing clients to the page to read the answer We were addressing the surface needs but not the bigger issue. The traditional idea of “We love pets, we can help you move your pet” is a much smaller target area, and much more competitive. But just like an iceberg, there is greater mass beneath the waterline where you have a higher likelihood of making a depeer conection.
- For the skeptics out there, there’s value in these authentic connections Organically, we currently rank for over 300 unique KW in top 3 search results, 800 KW in top 10 search results To duplicate this effort using paid search we estimate it would cost around $1m annually But more importantly has helped us to attract the type of customers we are looking for and create that connection. So – what happens once you have that connection?
- Point #2 Once you have the connection, it’s important to keep the conversation going. Keep the conversation going by focusing on conversations, not just conversion rates. We have the numbers to show that conversations can increase conversion rates. User-generated content is a way to create that conversation. Capitalized on UGC through our Q&A feature “Ask the Pet Travel Experts”
- Worked with Compendium our blogging platform to develop an “Ask the Pet Travel Experts” section. Our website points to a form that anyone can submit a question through That question then goes into a queue where our marketing team can respond Topics range from a person who wanted to know how to move 7 birds from Puerto Rico to even whether or not you can carry snakes on a plane in your back pack (you can’t) to customers asking about the best travel crate for their pet. Over 800 questions answered Drives organic search traffic spanning 14k unique keywords
- These conversations drive up our visit-to-lead conversion rates. Our blog has an average VISIT TO LEAD conversion rate of around 4% - pretty good right? However once I’ve made the connection by alleviating the needs at the bottom of the iceberg, someone is likely to submit a lead – in fact, we get 3x more leads from visits to our Ask the Experts content. This is why we’re able to say that conversations drive conversions.
- As much as they drive conversions, Conversations also drive new customers. Bruiser & Moy Moy and owner Ron Had started process on own; needed answer re: custom crates for these big guys Came across blog post with answer and downloaded a white paper
- Crates are common question and white paper was generated using content from Ask the Experts A salesperson reached out Ron hired us for the rest of his dog’s move to London
- And here is Ron with Moy Moy and Brusier, a photo he sent us after they arrived in London. Looks pretty happy, doesn’t he? Not everyone is going to connect with just our expertise. The second prong of our marketing strategy relies on connecting with customers by sharing the experience of our former customers.
- FINALLY The idea is that you need to connect your potential customers to experiences, nut just expertise. We live in a day of review sites like YELP, TripAdvisor and most people are hesitant to make even a medium-sized purchase without first reading reviews. The backbone of how we share our customer experience process rests on a UGC form we set up with Compendium – we call these our Customer Experience Stories. After each customer moves, we send a link to a form on our blog where they can share their experience with other similar pet owners. It’s an open text field and they have the opportunity to include a photo.
- Since starting, we’ve generated over 400 stories. We’ve carefully categorized them based on pet type, where they moved to/from, and which internal teams sold and serviced the move. We can directly tie revenue generated through visitors, leads, and opportunities that view these stories and have determined that each story has a value of ~$1200 in future revenue.
- On average, our blog content drives a 4% lead to customer conversion rate. However, for leads that see the Customer Experience, they are are 3x more likely to turn into customers once they see a customer story than those leads that do not.
- We’ve also integrated customer stories into our email nurturing campaigns for leads using smart fields to send prospects content specific to them. Ex. Pet moves to Singapore stories to people moving to Singapore. Our previous nurturing campaigns converted 1 out of every 10 leads to a customer. Once we added stories, we saw that win rate go up to 1 out of every 4 leads.
- CHALLENGE: How do we generate more stories? Our client care team is the last person to work; builds bonds; great experiences. Recognizing the value of these stories, we built a way to tie the client care team’s promotion structure into a metric based on a certain percentage of moves receiving a customer story. This encourages CC to follow up with the customer after their move with a link reminding them to share their experience. It also encourages a higher level of service from our team, which is pretty easy since our employees love pets. OVERALL increase in customer satisfaction, employee upward mobility and the number of stories we receive.
- So what are the takeaways?
- Identify iceberg: What engrained emotions, thoughts, and behaviors do your customers have that you’re not tapping into that you could be? What lies under the surface of your customers’ minds that might help you tap into their deeper, more difficult to change behaviors. This is where you create connections, not just clicks.
- Identify the conversations you could be having publicly rather than just through email with your customers Use UGC to create authentic conversations
- Involve your whole company in driving evangelists not just your marketing team Use marketing to put your past evangelists in front of future ones
- Thank you! My email address if you have any questions…