Marketing From Both Ends: How to Build Products and Marketing That Transforms

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Learn more about marketing to the Transformational Consumer, the massive and growing group of people who view all of life as a series of campaigns to change their behavior for the healthier, wealthier and wiser.

Business

How to Build and Market Products That Transform
Speaker:Tara-Nicholle Nelson
Marketing from Both Ends

Discuss:
What are you afraid of?
@taranicholleTransformationalConsumer.com

Two fears and two fears only
@taranicholleTransformationalConsumer.com

Update: new, inborn human fear
@taranicholleTransformationalConsumer.com

@taranicholleTransformationalConsumer.com @taranicholleTransformationalConsumer.com
Disengagement
is
the #1 limiting
factor
of businesses.

Engagement = love + respect = loyalty beyond reason
which translates to:
• DAU, WAU, MAU – Active Users
• Return visits and time onsite/in-app
• Repeat purchases
• Word of Mouth and Net Promoter
Score
• Ratings and reviews
• Likes, views, votes, shares
• Ad revenue
• Sales revenue
• Customer Lifetime Value

@taranicholleTransformationalConsumer.com
“Advertisements are now so
numerous that they are very
negligently perused, and it
is therefore become
necessary to gain attention
by magnificence of
promises, and by eloquence
sometimes sublime and
sometimes pathetic.”
—Samuel Johnson,1759

@taranicholleTransformationalConsumer.com
About me
@taranicholleTransformationalConsumer.com

Transformational Consumers see life as a never-ending series of
projects to live healthier, wealthier, wiser lives.
We help companies reach and engage Transformational Consumers:
the most valuable, least understood customers of our time.
Data, Trends + Insights Custom Research + Strategy Consulting Training + Thought Leadership

@taranicholleTransformationalConsumer.com
How do you
build a
beloved,
engagement
engine of a
company? You’ll need:
1 truth about humans
1 truth about business
to rethink some things

@taranicholleTransformationalConsumer.com
Primal motivation
behind most
purchase
decisions:
TRANSFORMATION
One truth about humans

Behavior change is hard, because: dopamine

The Personal
Disruption
Conundrum:
“I know what to do.
I need help making
myself do it.”

The 5 Characteristics
of Transformational
Consumers
1. Constant, rolling PDCs
2. Extreme growth mindset
3. Constant marketplace
engagement: behavior-
changing products and
content
4. ISO healthy, wealthy, wise
5. Bias toward action

Transformational Consumers represent
60%
of all US adults
$4T
USD annually
25%
of US consumer
spending

@taranicholleTransformationalConsumer.com
One truth about business
Marketing only
works on truly
transformational
products.

The power of transformation as lens
for understanding what customers want
1. Aspirations >
demographics
2. Human insight >
data
3. Problem >
product

@taranicholleTransformationalConsumer.com
Rethink your Customer.
1. Define the PDC/Problem from a
big, human perspective.
2. Become the expert on their
Journey.
3. Align every team, product,
initiative to the same Customer
Journey.
From: Existing customer base and
target buyers of your product
To: Anyone dealing with the
problem you exist to solve
@taranicholleTransformationalConsumer.com

@taranicholleTransformationalConsumer.com
Rethink what you sell
From: Product
To: Transformation
1. You sell a transformation, not a
product.
2. Problem-first > product-first.
3. Use the story spine as a change
management tool to go from
product-first to product-first.
@taranicholleTransformationalConsumer.com

Content + Marketing Should/Should Not:
Educate
Motivate
Facilitate
Activate
Translate

@taranicholleTransformationalConsumer.com
Rethink Your Competition
From: Other companies
To: Any obstacle on your Customers’ Journey
1. Focus on your People (Customers).
2. Focus on their Problem.
3. Innovate from First Principles.
@taranicholleTransformationalConsumer.com

Transform Your
Teams
1. Create a fear-free
workplace.
2. Many teams, one
journey.
3. Enlist a squad of
change agents.
@taranicholleTransformationalConsumer.com
“Oh, you hate your job? Why didn't you say so? There's a
support group for that. It's called EVERYBODY, and they
meet at the bar.” ― Drew Carey

Tara@TransformationalConsumer.com
Data, Trends + Insights Custom Research + Strategy Consulting Training + Thought Leadership

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A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.

The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...

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This presentation provides a thorough examination of Over-the-Top (OTT) platforms, focusing on their development and substantial influence on the entertainment industry, with a particular emphasis on the Indian market.We begin with an introduction to OTT platforms, defining them as streaming services that deliver content directly over the internet, bypassing traditional broadcast channels. These platforms offer a variety of content, including movies, TV shows, and original productions, allowing users to access content on-demand across multiple devices.The historical context covers the early days of streaming, starting with Netflix's inception in 1997 as a DVD rental service and its transition to streaming in 2007. The presentation also highlights India's television journey, from the launch of Doordarshan in 1959 to the introduction of Direct-to-Home (DTH) satellite television in 2000, which expanded viewing choices and set the stage for the rise of OTT platforms like Big Flix, Ditto TV, Sony LIV, Hotstar, and Netflix. The business models of OTT platforms are explored in detail. Subscription Video on Demand (SVOD) models, exemplified by Netflix and Amazon Prime Video, offer unlimited content access for a monthly fee. Transactional Video on Demand (TVOD) models, like iTunes and Sky Box Office, allow users to pay for individual pieces of content. Advertising-Based Video on Demand (AVOD) models, such as YouTube and Facebook Watch, provide free content supported by advertisements. Hybrid models combine elements of SVOD and AVOD, offering flexibility to cater to diverse audience preferences. Content acquisition strategies are also discussed, highlighting the dual approach of purchasing broadcasting rights for existing films and TV shows and investing in original content production. This section underscores the importance of a robust content library in attracting and retaining subscribers.The presentation addresses the challenges faced by OTT platforms, including the unpredictability of content acquisition and audience preferences. It emphasizes the difficulty of balancing content investment with returns in a competitive market, the high costs associated with marketing, and the need for continuous innovation and adaptation to stay relevant. The impact of OTT platforms on the Bollywood film industry is significant. The competition for viewers has led to a decrease in cinema ticket sales, affecting the revenue of Bollywood films that traditionally rely on theatrical releases. Additionally, OTT platforms now pay less for film rights due to the uncertain success of films in cinemas. Looking ahead, the future of OTT in India appears promising. The market is expected to grow by 20% annually, reaching a value of ₹1200 billion by the end of the decade. The increasing availability of affordable smartphones and internet access will drive this growth, making OTT platforms a primary source of entertainment for many viewers.

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Introduction The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.

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1. How to Build and Market Products That Transform Speaker:Tara-Nicholle Nelson Marketing from Both Ends

2. Discuss: What are you afraid of? @taranicholleTransformationalConsumer.com

3. Two fears and two fears only @taranicholleTransformationalConsumer.com

4. Update: new, inborn human fear @taranicholleTransformationalConsumer.com

5. @taranicholleTransformationalConsumer.com @taranicholleTransformationalConsumer.com Disengagement is the #1 limiting factor of businesses.

6. Engagement = love + respect = loyalty beyond reason which translates to: • DAU, WAU, MAU – Active Users • Return visits and time onsite/in-app • Repeat purchases • Word of Mouth and Net Promoter Score • Ratings and reviews • Likes, views, votes, shares • Ad revenue • Sales revenue • Customer Lifetime Value

7. @taranicholleTransformationalConsumer.com “Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic.” —Samuel Johnson,1759

8. @taranicholleTransformationalConsumer.com About me @taranicholleTransformationalConsumer.com

9. Transformational Consumers see life as a never-ending series of projects to live healthier, wealthier, wiser lives. We help companies reach and engage Transformational Consumers: the most valuable, least understood customers of our time. Data, Trends + Insights Custom Research + Strategy Consulting Training + Thought Leadership

10. @taranicholleTransformationalConsumer.com How do you build a beloved, engagement engine of a company? You’ll need: 1 truth about humans 1 truth about business to rethink some things

11. @taranicholleTransformationalConsumer.com Primal motivation behind most purchase decisions: TRANSFORMATION One truth about humans

12. Behavior change is hard, because: dopamine

13. The Personal Disruption Conundrum: “I know what to do. I need help making myself do it.”

14. The 5 Characteristics of Transformational Consumers 1. Constant, rolling PDCs 2. Extreme growth mindset 3. Constant marketplace engagement: behavior- changing products and content 4. ISO healthy, wealthy, wise 5. Bias toward action

15. Fact: The love of a Transformational Consumer for a brand is directly proportional to the degree of change the brand helps them make. Tool MediumSocial Actor

16. Transformational Consumers represent 60% of all US adults $4T USD annually 25% of US consumer spending

17. @taranicholleTransformationalConsumer.com One truth about business Marketing only works on truly transformational products.

18. The power of transformation as lens for understanding what customers want 1. Aspirations > demographics 2. Human insight > data 3. Problem > product

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20. @taranicholleTransformationalConsumer.com Rethink what you sell From: Product To: Transformation 1. You sell a transformation, not a product. 2. Problem-first > product-first. 3. Use the story spine as a change management tool to go from product-first to product-first. @taranicholleTransformationalConsumer.com

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22. Content + Marketing Should/Should Not: Educate Motivate Facilitate Activate Translate

23. @taranicholleTransformationalConsumer.com Rethink Your Competition From: Other companies To: Any obstacle on your Customers’ Journey 1. Focus on your People (Customers). 2. Focus on their Problem. 3. Innovate from First Principles. @taranicholleTransformationalConsumer.com

24. Transform Your Teams 1. Create a fear-free workplace. 2. Many teams, one journey. 3. Enlist a squad of change agents. @taranicholleTransformationalConsumer.com “Oh, you hate your job? Why didn't you say so? There's a support group for that. It's called EVERYBODY, and they meet at the bar.” ― Drew Carey

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