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Tapal Tea Michael Leander workshop part 1
The document discusses how to effectively market in today's digital landscape where consumers are exposed to thousands of ads daily, have short attention spans, and must be engaged through unique, passionate, and authentic messaging delivered across multiple channels in a consistent and meaningful way to build trust and drive customers to take action.
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Tapal Tea Michael Leander workshop part 1
- 2. Things that mattersan awful lot
- 3. Your target prospect is exposedto 6000 advertising messages every single day
- 4. Buyers are becomingmore and more cautious Trust is critical Remember your trust emblems (positive associations, testimonials etc.)
- 5. Short attention span,loads of intrusion - how do you cut through the clutter? Brain filter Do I know you? Do I need you? Can I trust you?
- 6. How do youavoid being bottom of mind
- 7. How to getinto the Mind Box? Unique passionate emotional authentic focused interactive meaningful …
- 8. Significant changes in theage of discovery Transparency & trust Relevancy Customer intimacy Multichannel mix Immediacy
- 9. Think about thefuture
- 10. The new shoppingexperience • Often starts in search • Increasing percentage starts in mobile search • M-commerce on the rise in Western world • F-commerce expected to take off
- 11. Words matter, but onlyif you know which, why, when and for how long
- 12. THE OTS CHALLENGE Message Theit’s all over phase Action Increase opportunity to see by 3, 5, 10 Message Message Pre launch phase Message Message Nurture & convince phase Message Action Hard selling phase
- 13. Match content andoffers to stages – use persona’s if relevant to your situation Prerequisites > Profile insights > Content to match > Good database & marketing execution system > A clear objective driven plan on what you want to accomplish
- 14. Match your contentassets to different needs & stages Lead generation Nurture specific topic Ongoing OTS – broad or specific
- 15. The importance ofE’s in your marketing mix • • • • • Expectation Excellence Exciting Experience Emotions (leading to action) • Enablement
- 16.
- 17. How do mostpeople make buying decisions? With logic With emotions
- 19. Your market isboth men and women. You can only use one picture. Which do you choose? Man also known as male Woman also known as female
- 20. Our agenda 1. Bitsand pieces about the digital marketing landscape – to get us started 2. Details for selected communications channels – as per your preferences
- 21.
- 22. Email address: michael@michaelleander.me @michaelleander #michaelleander Pictureshere: facebook.com/michaelleandernielsen Pinterest.com/michaelleander
- 23. Quick exercise • UseTwitter, Facebook, LinkedIn – or both • Write something people wouldn’t expect describing your feeling about our training today – On Twitter mention @michaelleander – On Facebook mention Michael Leander – or tag me if you are connected (facebook.com/michaelleandernielsen) – On LinkedIn, mention Michael Leander
- 24. Where are weand where are we going?
- 25. The future isalready here — it's just not very evenly distributed. William Gibson, 1993
- 26. 30+ million Pakistanishave access to the internet – and growing
- 27. 104.000.000 … and growing 7out of 10 Pakistanis
- 28. 5-6 million smart phoneusers in Pakistan Expected to grow to 50 million by 2016 (Ericsson Pakistan) Mian Muhammad Mansh
- 29. Mobile internet users:1 in 4 Facebook penetration: 1 in 4 of online population (total 8 million) Sources: Telenor Pakistan and Socialbakers.com
- 30. 18-26 year olds: highdata consumption on feature phones
- 31. Models designed forfeature phone users
- 32. In closing Blackberry & • Feature phones Rememberthere are two kinds of people
- 36. DIRECTION - purpose - strategy -tactics - execution - measure 36
- 37. Drive towards yourobjectives first , tactics & deadlines second ! See video about being objective driven http://www.youtube.com/watch?v=4mxvy_usWz8
- 38. The purpose ofa business is to create a customer who creates customers @shivsingh http://goingsocialnow.com
- 39. The purpose ofmarketing is to acquire, convert, sustain and grow customers whom then in turn will attract other customers through referrals
- 40. Understand what consumerswant and then fulfill that want with perfection and extraordinary focus on the customer experience
- 41. Knowledge of Customers Howdo 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 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? Knowledge Customer Value Customer Experience Customer Value Integration How do we share knowledge of our customers? How do we plan and implement customer activities across the company? How close do we want to integrate ourselves with Integration customers and partners? Balanced effort How do we balance our efforts in relation to the customers value? What effect does that have in our activities? How far will we go? How do we focus on loyalty, retention and cross sales? Which customers have which value? How do we measure it? Which customers will we attract, retain or develop? Which service will we provide the defined segments? Customer Customer Expectation Balanced effort Customer Expectations When are the customer in touch with us and why? Which expectations do they have and how do we live up to them? How do we communicate with the customers? What impact does customer satisfaction have on revenue and profit?
- 42. It is neverabout channels or platforms, but all about understanding … > exactly what you want to achieve > when you want to achieve it > how you are going to achieve it > Which details you need to pay extra attention to in order to accomplish what you want
- 44.
- 45. Become a ROMIchampion
- 46. What is thecost of interaction? Strongest Email Marketing Search engine optimization Pay per click Social media networks Public relations TV Online advertising Good Highly variable Low value Hard to measure
- 47. Integrate across channels– use launch mechanisms Response increases, 100% for direct mail piece. Teaser e-mail. No online response Direct Mail Combined response from e-mail and direct mail is 125% better than no e-mail. Pre-mail, with online response Direct Mail
- 48. Remails & OTS SendTuesday Send Friday
- 49. Think about whatTapal can learn from this campaign
- 50. Write what youthought was the most important take away and why
- 51. The Power Of AName
- 52. Good or badbrand name?
- 54. Cola in Ghana- What is the problem?
- 55. What is theproblem? Lumia in Spanish? Peugeot in South China Biao zhi
- 56. Extra large bagsin Finland Snow in Iran
- 57. Reputation Globally / Locally Accessible Your name ONLINE Your name incontext Own it ! SEO technical
- 58.
- 60. Thoughts about brandingand finding your unique value proposition 1. What defines you? 2. What describes you? • How can you link that to the overall Tapal brand? • What are the consequences of locking what defines you in respect to the different markets you address?
- 61. Which reads themost words pr minute – the eye or the ear? 2.500 words per minute 125 words per minute The eye reads 20 times faster than the ear @michaelleander
- 62. Visuals stir emotions ina heart beat
- 63. People talk about pictures,share them, LOL at them
- 68. Make sure the messageis somewhat relevant to your brand / offering
- 71. Whatever you do,make sure that you create a [unique] feel good feeling
- 72. WHAT DOES THE PICTURE ECONOMY MEANFOR YOUR MARKETING ACTIVITIES?
- 73. Meet Good ‘olAIDA A = Attention (Awareness) I = Interest D = Desire A = Action
- 74. Challenge: from eyeballs toreel interaction? Make sure you include USP’s and/or branding when appropriate Stir an emotion Call to action: Links and descriptive text needed
- 75.
- 76. Which picture postgenerated most likes on Facebook?
- 77. And don’t forget the tactical aspects -most people like women - cleavage
- 78. YOU GUYS ROCK! BIG TIME
- 82. The power of socialis in the share
- 83. Quality of engagementsfirst, quantity second Looking for tall male followers with dark hair, between 25-35
- 84. Thinking about eacbspecific segment, what could be done to improve the “phototorial” and increase engagement on social media as a result of that improvement
- 85. AID+LIRA Attention > Interest> Desire + Like – Interaction – Recommendation - Action Engagement Share is good Action is best Like is NOT a currency, engagement is @michaelleander
- 86. The power ofsocial is in the share Call to action Page likes 5.000 Shared 222 Reach 23.168 Clicks ? Likes 74
- 87. The Power ofPaper
- 88. Make the onsiteshare easy - > and make it count Think about - Images - Shared text - How to make the share convert - How to track your success
- 89. Quick Facebook tipfor attracting more people to click on a Link Get your call to action link inside the first 3 sentences Track all links to be able to measure conversions / effect
- 90. Pay attention todetails & Don’t be afraid to experiment, don’t be afraid of failure Create a culture of experimentation
- 91. Test your wayto success Test version A Test version B Main Broadcast Send Volume: 10,000 Send Volume: 10,000 Send Volume: 180,000 Sample criteria: Random Sample criteria: Random Click through rate: 5.8% Click through rate: 6.1% Click through rate: 4.5%
- 92. Which color isconsidered most effective for call to action boxes?
- 93.
- 94. Check your web propertiesfor - differentiating colors - text, links, images Reference: http://www.michaelleander.me/blog/events-post/digital-marketing-workshop-lisbon-portugal/
- 95. Testing digital marketingmaterials makes the difference between great and mediocre results A/B split testing is simple and easy to do
- 96. Use advertising onsocial networks to practice your A/B split testing skills Simple and fun test anyone can do - 2 target groups - A was men - B was women
- 97. Use advertising onsocial networks to practice your A/B split testing skills
- 98. The Danger ofBand Wagon & The Urgency of Mobility
- 100. New opportunities tointeract and get a response from your audience using QR codes (or not)
- 101. Me too, metoo, me too, me too, me too, me too !
- 102. Drink and scan– if you can !
- 104.
- 105.
- 106. Quick fix: Socialand mobile are intrinsically linked
- 107. The Urgency ofMobility & Opportunities in 2nd Screen
- 108.
- 110. Does she scroll? •Average pixel length of a vertical scroll?
- 111. Responsive web design– make sure you deliver a good to great experience across all devices
- 112. Responsive websites 1 2 Laptop view Smartphoneview Navigation (1) and Sectors (2) Responsive design takes the Navigation are in one format for the typical and Sector callouts and formats it user (laptop/desktop). automatically to give easy access for the mobile user). Check your own website on your smart phone or tablet. Are you happy now?
- 113. Content recommendations on mobile(Google Plus)
- 114. Prioritise video inyour mobile optimised site. Video content highly effective for engagement & conversion
- 115. Social media andmobile marketing • Have a single goal in mind for each channel • Optimise each social presence for mobile (e.g. Facebook apps) • Time your mobile focused posts • Favour image and location based marketing • Use mobile apps to manage your account and activity
- 116.
- 117. Community engagement –picture economy • The secret lives of luxury shoes • Photos are submitted through Instagram using the hashtag #BGShoes • Image is placed on Bergdorf’s map of Manhattan
- 118. Gamification - adds interaction,repetition & sharing
- 119.
- 120.
- 121.
- 122. Google Currents - automatedpublishing - increase readership - experiment with “tabletized” publishing -opportunity to attract a new audience - serve existing audience better
- 123. How does mobile &relevant ”time and place offers” tie in with the overall customer experience and your webpresence
- 124. Automated campaign a massivesuccess ... In Turkey • Sign-up via qualification • IVR • Different Axe girl calls every day Think: Solves a real problem in a fun way (service) and generates continous awarenesss
- 125. 7 proven sensesto consider for your digital marketing activities • Lust; the anticipation of pleasure, (which we crave) • Mystique; an unanswered question that intrigues us and makes us want to solve the puzzle • Alarm: the threat of negative consequences, which demands immediate response • Prestige: symbols of rank and respect, which earn us status and admiration • Vice: rebellion against rules, which tempts us toward “forbidden fruit” • Trust: certainty and reliability, to which we give our loyalty • Commonsense; use your commonsense
- 126. Which senses dothis Westin mobile add play on?
- 127. Mobility is everywhereand is becoming the de facto standard for finding stuff • • • • • • Think about Google Maps & Places (be there) Think about Google Plus (Google +) Think about Facebook & Places Think about Foursquare Think about Location Based Services Think about how hard it is to find good interactive apps about Greece in general
- 128. What is thereto think about? Mobile Web Mobile App Good for engaging new prospects Can work well as a client retention tool Cheaper and quicker to market Stronger at driving call to action through push messaging Provide an additional touch point Ideal for digital coupons, special user events and offers (local, regional) Mobile Ads Targeted Performance based Drive traffic, downloads and conversion of any kind
- 129. 5 Minute Exercise Whatcan you do (or what can Tepal do) to leverage mobility – Describe an idea or a project, which will help Tepal attract more customers or retain/grow customers
- 131. Want to knowmore? Here’s what to do • Come say hi & join the fun over at my Facebook page https://www.facebook.com/michaelleandernielsen • Stay tuned for more content on Twitter http://www.twitter.com/michaelleander • Join our CMO Group on Linkedin here http://www.linkedin.com/groups/Chief-MarketingOfficers-Exclusive-2268050 • If you missed the 7 points, send me an email to Michael@michaelleander.me