Power of nurturing and nudging in multichannel marketing from Multichannel marketing seminar in Sofia, Bulgaria with speaker Michael Leander

1. The Power of
Nurturing and Nudging
Understand Push, Nurture
and Nudge
Michael
Leander

2. Connect,
Tweet,
talk,
share
–
in
as
many
channels
as
you
care
Michael
Leander
>
www.michaelleander.me
>
Twi0er:
@michaelleander
My
secret
email
>
michael@leander.me
Twi4er
hashtag:
#MHMSofia

3. Selfie time

5. Getting and keeping anyone’s
attention is difficult these days.
You
need
to
“nudge”
consistently.
And
some=mes
push
hard.

6. How
do
you
remain
interes=ng
to
the
audience?
-­‐ Frequency
-­‐ Relevancy
-­‐ Value
add
-­‐ Educate
&
inspire
Days
since
last
purchase
People
forget
easily
Level
of
interest
declines
rapidly.
With
no
communicaDon
even
quicker

7. Of
course,
standing
out
aides
recall
short
and
long
run

8. Great
example
of
a
campaign
that
stood
out
and
was
well
executed

9. Typical campaign flow
95-­‐98%
didn’t
respond
Celebrate
response
rate
Execute
campaign
This
is
where
your
work
starts
-­‐ Why
didn’t
the
person
respond?
-­‐ Check
message,
how
can
we
improve,
which
other
angles
or
tacDcs
can
we
try?
-­‐ Check
the
media
channel;
was
it
right
for
that
person?
-­‐ Etc.

10. What
is
nudging?

11. Changing
people’s
behavior
can
be
as
simple
as
this

12. Nudging
is
just
plain
commonsense.
You
can
use
nudging
techniques
-­‐
in
marke=ng,
product
and
service
design
-­‐
to
change
people’s
behavior
and
ul=mately
affect
any
course
of
ac=on

13. Percentage
of
people
giving
consent
for
organ
donaDon

15. Which
is
the
biggest
reason
for
customers
leaving
you
?
Influenced
by
friends
Turned
away
by
indifference
A4racted
by
compe==on

17. Indifference
is
everywhere
• The
bank
-­‐
>
only
when
they
want
something
from
me
• The
u=lity
-­‐>
only
when
terms
change
• The
insurance
-­‐>
only
when
trying
to
up/
cross-­‐sell
me,
but
no
alert
on
policy
renewals
• The
airlines
-­‐>
useless
offers
every
week
• The
hotels
-­‐>
even
more
useless
offers
weekly

18. Ask
yourself:
how
many
posiDve
interacDons
is
required
to
change
behavior
or
indifference?
How
many
nega=ve
interac=ons
to
reverse
the
percep=on?

19. Some
of
the
main
reasons
your
campaigns
do
not
produce
results!
Detached
from
recipient
preferences
Not
designed
for
dialogue
–
no
follow-­‐up
/
nudge
Irrelevant
messaging
Inside
out
mediaplay
Lack
of
differen=a=on
(personaliza=on
or
customiza=on)
One
bullet
marketer

20. If
we
want
to
produce
be4er
results
consistently,
we’ll
need
a
new
approach

21. Don’t
count
the
customers
you
reach
–
Reach
those
who
count
@michaelleander

22. The
right
message
to
the
right
person
at
the
right
=me
in
the
right
place
using
the
most
effec=ve
channel

23. And
of
course
your
value
proposi=on
needs
to
be
spot
on
!

24. Meet
Good
‘ol
AIDA
A
=
A0enDon
(Awareness)
I
=
Interest
D
=
Desire
A
=
AcDon

25. Meet
the
new
AIDA
A
=
A0enDon
(Awareness)
I
=
Interest
D
=
Desire
E
=
Engagement
A
=
AcDon
Engage
me
Dialogue

26. Meet
the
new
AIDA
A
=
A0enDon
(Awareness)
I
=
Interest
D
=
Desire
E
=
Engagement
A
=
AcDon
Dialogue
Eyeballs
Engage
$
Engage
Nurture
Re-­‐
acDvate

27. How
much
of
a
dialogue
is
needed
to
persuade
your
prospects?
Why?

28. THE
COLOSSAL
OTS
CHALLENGE
A0enDon
AcDon
Message
Message
Message
Message
Message
AcDon
Increase
Opportunity
To
See
by
mul=ple
of
3,
5,
10
Pre
launch
phase
Hard
selling
phase
Nurture
&
convince
phase
The
“it’s
all
over”
phase

29. Ask
yourself
what
is
required
in
any
given
interac=on:
Nudging,
reminder
or
hard
push?

30. Nudge
example
email
marke=ng

31. Not following up
or not following
through
is costing you
big bucks and a
lot of
embarrassment

32. Remarke=ng
–
travel
example
(reminding
&
nudging)
Problem
is
…….

33. Super
simple
messaging
automaDon
-­‐
based
on
behavior
-­‐will
increase
markeDng
ROI
33

34. Delayed
transac=onal
message
-­‐ Metrics
are
impressive
-­‐ AcDvates
recipient
immediately
-­‐ Aides
the
MindBox

35. Simple
marke=ng
automa=on
can
deliver
significant
upliZ
in
response
/
results
Day
1
Day
3

36. Customer
lifecycle
marke=ng
automa=on
Differen=ated
approach
addresses
different
needs
1
Pre Sale
2
Sale
3 Past Sale
Pre Departure
4
Departure
5 Arrival 1.
destination
6 Travel &
experience
7 Comming
home
8 Evaluation
& Reliving
9 Next
Pre Sale
Profiling
and
knowledge
of
where
the
customer
is
in
the
”wheel”
opens
up
for
a
coordinated
and
relevant
dialogue
before,
during
and
aZer
the
ini=al
sales
transac=on
TransacDonal
Behavioral
Targeted
Example
Travel
SMS/Email
Insurance
Car
rental
Excursions
Car
rental
Recommend
to
friends

37. No
5
star
communica=on
from
Qatar
Airways
The
facts:
-­‐
PlaDnum
member
-­‐
Need
a
few
points
to
retain
PlaDnum
membership
-­‐
But
no
communicaDon
from
the
airline
CommunicaDon
from
Qatar
Airways
is
always
offer
based

38.
(c)
Michael
Leander
Nielsen,
38
DifferenDated
CommunicaDon
shows
customer
care

39. Customer
Engagement
1:1
personalisaDon
Offers
and
campaigns
–
personalisaDon
Various
methods
to
ease
booking
–
new
opDmized
booking
engine
Personalised
offers
based
on
past
travel
and
booking
history
etc.
Real
Dme
pricing
Various
personalised
offers
mainly
a0empDng
to
upsell
to
passengers
depending
on
P-­‐type
IntegraDon
with
ECM
and
Campaign
automaDon
for
personalized
email
conversaDons

40. Prerequisites
for
ge^ng
started
• Well
defined
sales-­‐
and
marke=ng
processes
• Customer
journey
• Plan
for
data,
database
• Plan
for
Opportunity
To
See
(OTS)
• Well
defined
triggers
• Plan
for
hard
–
sok
push
• Handling
negaDves
• EvaluaDng
channels
&
ROMI
(setup)

41. Map
sales
&
marke=ng
processes

42. Match
content
and
offers
to
stages
–
use
persona’s
if
relevant
to
your
situa=on
Prerequisites
>
Profile
insights
>
Content
to
match
>
Good
database
&
markeDng
execuDon
system
>
A
clear
objecDve
driven
plan
on
what
you
want
to
accomplish

43. Pinpoint
specific
ac=ons
for
specific
purposes
• Following
up
on
sales
rep
meeDng
• IdenDfy
email
subscribers
whom
haven’t
been
acDve
for
X
period
of
Dme
• What
about
win-­‐back
programs,
up-­‐
and
cross
selling
programs?

44. @shivsingh
h0p://goingsocialnow.com
The
purpose
of
a
business
is
to
create
a
customer
who
creates
customers

45. Create
a
customer
vision/strategy
Customer
Knowledge
Customer
Value
Customer
ExpectaDon
Balanced
effort
IntegraDon
Customer
Experience
Customer
Experience
How
do
we
ensure
that
customers
get
the
same
experience
across
all
touch
points?
On
which
level
must
the
experience
be
consistent
across
all
channels?
IntegraDon
How
do
we
share
knowledge
of
our
customers?
How
do
we
plan
and
implement
customer
acDviDes
across
the
company?
How
close
do
we
want
to
integrate
ourselves
with
customers
and
partners?
Balanced
effort
How
do
we
balance
our
efforts
in
relaDon
to
the
customers
value?
What
effect
does
that
have
in
our
acDviDes?
How
far
will
we
go?
How
do
we
focus
on
loyalty,
retenDon
and
cross
sales?
Customer
ExpectaDons
When
are
the
customer
in
touch
with
us
and
why?
Which
expectaDons
do
they
have
and
how
do
we
live
up
to
them?
How
do
we
communicate
with
the
customers?
What
impact
does
customer
saDsfacDon
have
on
revenue
and
profit?
Customer
Value
Which
customers
have
which
value?
How
do
we
measure
it?
Which
customers
will
we
a0ract,
retain
or
develop?
Which
service
will
we
provide
the
defined
segments?
Knowledge
of
Customers
How
do
we
collect
knowledge
of
our
customers
In
which
touch
points?
How
do
we
use
this
knowledge?
How
can
we
enrich
and
increase
our
own
knowledge

47. It
ain’t
over
un=l
it
is
over
Michael@leander.me