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Decision Easification — Marketing in the Age of Overload
- 1. Marketing In the Age of Overload George Silverman Business Marketing Association — Hudson Valley November 19, 2008
- 2. We have a serious problem That could kill your business
- 3. Pre-21st Century 250 Information Sources 200 150 100 50 0 1600 1700 1800 1900 2000 2100 Year
- 4. Pre 21st Century Information sources Retail Stores Newspapers/ magazines Newsletters Mail (letters, flyers, catalogues) Books Movies Radio TV Conferences
- 5. Some Information sources post 2000 Retail Stores Search engines PDAs Books Phone/cell/ iTunes, iPods Newspapers/ conference calls magazines CDs, MP3s, DVDs Podcasts Movies Blogs DVRs (TIVo) Newsletters Social Media Multimedia devices Radio Social Bookmarks Torrents 500 channel TV Webinars Podcasts/videocasts Conferences Online Shopping YouTube Computer docs Auction sites Flickr E-books/readers Collaboration tools RSS Feeds E-mail, listserves Wikis Forums Smartphones Web sites Text messages
- 6. You and your customers are overloaded Too many products Too much information Too much media Too many people they distrust Too much technology Too many tasks and not enough time.
- 8. People aren’t listening: They don’t want more information
- 9. Old way: Controlling information Presenting persuasive information Dramatizing the benefits Downplaying the negatives Broadcasting this in ads, mailings, etc.
- 10. Old Marketing Talk louder, more insistently, and repeat messages over and over.
- 13. The only reason this works at all is that your competitors are doing the same things
- 14. But the old media is losing effectiveness Newspapers dying TV losing viewership fragmenting Markets fragmenting
- 15. The Old Marketing is intrusive • Interruption • Intrusion • Broadcast – Loud – Repetitive
- 16. Marketing is Advertising, salespeople, mailings, telemarketing are declining in effectiveness because they are intrusions that add to the info overload.
- 17. Worse than just being ignored disbelieved …
- 18. Your customers have hijacked marketing
- 19. You no longer control: Information Packaging Positioning Sales Distribution Problems Pricing Secrets Messages Complaints
- 22. The crisis Too Much Information DIY search — Hijacked Overload Mktg. Old mktg less Filtering effective
- 23. This is called… A MESS
- 24. What do people in overload do?
- 25. They look for easy, simple, fast and fun decisions • Opt out • Ask their friends • Play “Follow the leader” — the simple path of least resistance.
- 26. Fun Simple Fast Easy
- 27. In the Age of Google, is marketing needed?
- 28. Yes!
- 29. Lessons from Jorge Taxi‽
- 31. The World’s Worst Salesman
- 32. Joe the peddler
- 35. Frank W
- 36. Frank in front of his store, Scranton, PA
- 37. I am the world’s worst salesman, therefore, I must make it easy for people to buy — F. W. Woolworth
- 38. “Easify” The product with the Easiest decisions wins. Best
- 39. The easiest to decide on • Different in an obviously beneficial way • Everyone is talking about • Easy to try • Easy to understand, etc. …
- 40. The aim of marketing is to make selling superfluous — Peter Drucker
- 41. Don’t tell my mother I work in advertising. She thinks I play piano at the local whorehouse. — Jock Elliott, former Ogilvy Mather chairman.
- 42. The Nobility of Marketing
- 43. Marketing is not something you do to customers, It is a service you do for and with customers…
- 44. … the service of helping customers make better decisions more easily.
- 45. How to make the decision process easier • Break it down • Find the steps that could be easier • Make them easy
- 47. You are in the best position to easify
- 48. BUT, Knowledge blindness makes the decisions seem MUCH easier to you than to the customer
- 49. You cannot have a “beginner’s mind”
- 50. It’s almost impossible to simplify your own content You have too much knowledge You love the product category You want to add value
- 51. Knowledge blindness • Hard to know what it’s like not to know • Hard to not know what you know • Hard to make conscious what is automatic
- 52. But there is someone who can Your customer
- 53. Enlist the aid of customers to simplify the decisions and spread the word.
- 54. The Ultimate Decision • “I will recommend this product to my friends colleagues” • The One Number You Need to Grow — Fredrich F. Reichheld, HBR • The Net Promoter Score
- 55. How do you do it? Systematically Ask your customers/prospects Listen to their questions, eliminate the need to ask them Easify every part of the decision process
- 56. Ted Leonsis, an AOL Founder owner NBA’s Washington Wizards
- 57. The whole complicated decision process has to be “easified” Easy to pay attention Easy to browse Easy to shop, get info, compare Easy to try Easy to buy
- 58. • Easy to return — keep • Easy to learn • Easy to teach You’re not • Easy to use done when • Easy to commit you make the • Easy to service, repair, query sale • Easy to learn more • Easy to trust • Easy to like • Easy to evangelize
- 59. In the age of overload, the simple man is king
- 60. Examples: Woolworth’s iPod Henry Ford eBay Supermarkets Palm iPhone Department stores Wikipedia Malls [yellowtail] wine FedEx Amazon 1-click Google Microsoft Apple
- 61. Decision Easification How to Easify Simplify
- 62. 1. Map the decision steps 2. Remove the blocks 3. Amplify the enablers/triggers
- 63. Ask your customers! Interviews Focus groups Other feedback loops
- 64. Decision Stages 1 Status Quo 2 Awareness 3 Interest 4 Information gathering, sorting, weighing 5 Trial 6 Adoption 7 Expanded use 8 Active advocacy
- 65. Find the Blocks (hurdles, barriers, bottlenecks). Anything where time effort are needed.
- 66. Some common blocks: • Low interest • No criteria • Low credibility • No trial • Too much info • Bad service • Unclear Language • Hard to learn/use • No product claim • Hard to describe
- 67. Tips
- 68. Easy to get noticed: more important to be different ms, MD than better Patch Ad a
- 69. Can you describe why I should buy [into] your product/service in a clear sentence?
- 70. Word of Mouth • The ultimate way to easify • The only marketing method that reduces information
- 71. “Even those deaf to the bragging cries of the marketplace will listen to a friend.” Padi Lund, World’s most successful dentist
- 72. NOT the Old Marketing Formula Need/desire/problem Features/benefits (dramatized) Reason to believe Risk reduction Offer, close, “buy now”
- 73. The NEW marketing Formula: I’ll make it easy to navigate the confusion. I’ll be straight, even if I have to send you to a competitor. I’m your partner I want to earn your recommendation Ask my customers
- 74. Decision Stages — Detailed Make it easy to… engage learn browse use shop fix (service) research commit weigh options teach try/test/demo expand use buy rave keep actively advocate
- 75. The crisis Information abundance DIY search Overload Old mktg less Filtering effective
- 78. A large array of modern tools
- 79. Aim them at the decision enablers and blocks
- 80. Aim them at easification: Get your customers influencers to simplify
- 81. Since you are actually saving them time, MOST customers will love you.
- 82. Some will not Be ready to deal with negative WOM
- 83. Caution
- 84. Warning: If you easify, you will have another problem:
- 86. Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away. — Antoine de Saint-Exupery
- 87. I saw the angel in the marble and I just chiseled until I set it free — Michelangelo
- 88. Thank You!
- 89. Questions Comments grs at mnav dot com Web site: www.mnav.com Blog: wordofmouth.typepad.com
- 90. Dear George, 1 The most USEFUL thing I got out of your presentation was… 2 I would have gotten more, if you would have said less about … 3 …and more about … grs at mnav dot com