a little less conversation
TRANSCRIPT
A Little Less Conversation,
A Little More Action
FUTURELAB
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The central theme for Marktplein DM is Marktplein 2.0: A little less
action, a little more conversation. A theme that comes from the
current developments in DM and online. The consumer is ever
more in charge. Only he seldomly talks with the companies he buys
from. And ever more with others about the brands he buys. Positive
and negative.
During Marktplein 2.0: A little less action, a little more conversation you
will hear stories from companies who recognise this new situation
and act upon it.
FUTURELAB
From the conference brochure
Word-of-mouth is 7x more effective than newspaper
advertising, 5x stronger than a personal sales pitch and 2x
as effective as radio advertising
Marketing Science Institute, 2006
1967 1983 2001 20071955
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After 52 years of facts and research stating that WOM is key
… do marketers still need to learn how to deal with it
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WE FOCUS ON THE
SYMPTOMS, RATHER THAN
THE DISEASE
WE DON’T GIVE PEOPLE
SOMETHING ENOUGH TO
TALK “ABOUT”
WE PREFER A ONE NIGHT
STAND OVER A COMMITTED
RELATIONSHIP
FUTURELAB
WE FOCUS ON THE
SYMPTOMS, RATHER THAN
THE DISEASE
WE DON’T GIVE PEOPLE
SOMETHING ENOUGH TO
TALK “ABOUT”
WE PREFER A ONE NIGHT
STAND OVER A COMMITTED
RELATIONSHIP
FUTURELAB
EXPERIENCE – EMOTION – WOM
Source: SRD Group, Customer Satisfaction Averages, New Zealand, 2006
“44% of consumers say the majority of their Customer Experiences are “bland”
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Customer Satisfaction Averages, New Zealand, 2006
And most wouldn’t recommend a brand
BTW: The same often applies to the people working for the brand themselves
Telecom Europe = - 48%
Profusion, 2005
80% of CEO’s believe their brand provides a superior customer experience
8 % of their customers agree
(Bain & Company)
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Do you talk about brands that leave you indifferent?
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Does your brand systematically delight customers?
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TO AFFECT THE CONVERSATION
DON’T FOCUS ON WOM AS A SYMPTOM
YET START DELIGHTING CUSTOMERS
WE FOCUS ON THE
SYMPTOMS, RATHER THAN
THE DISEASE
WE DON’T GIVE PEOPLE
SOMETHING ENOUGH TO
TALK “ABOUT”
WE PREFER A ONE NIGHT
STAND OVER A COMMITTED
RELATIONSHIP
FUTURELAB
In a million channel world,
brands whose consumers
tell the best stories, win
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Tell me storiesthat make my conversations
more interesting
Don’t Just Tell Me Anything
FEATURES - BENEFITS
VALUES - PROPOSITIONS
WHERE ARE THE
STORIES ???
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Brands must become storytellers
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So it is possible for customers to talk about them.
THE GREATEST MARKETING STORY EVER
Origins
Pope Innocent III
Fourth Lateran Council (1215)
Birthstones
BUT WHY THE DIAMONDS?
1938: Harry Oppenheimer meets Gerold M. Lauk of N.W.Ayer
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1938 19531948 1990s
Cullinan IX
Cullinan III & IV
Europe
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Video http://www.youtube.com/watch?v=p0FDGnAIWpk
1967 The Beers Goes Japan (occasional)
1972 Diamonds = 27%
1981 Diamonds = 60%
2007 Second largest diamond market (after US)
Stories replace 1,500 years tradition
Hemingway
Van Gogh
Chabrol
Sartre
...
What is the story of your brand?
FUTURELAB
TO AFFECT THE CONVERSATION
TELL STORIES WHICH CUSTOMERS CAN
AND WANT TO TALK ABOUT
WE FOCUS ON THE
SYMPTOMS, RATHER THAN
THE DISEASE
WE DON’T GIVE PEOPLE
SOMETHING ENOUGH TO
TALK “ABOUT”
WE PREFER A ONE NIGHT
STAND OVER A COMMITTED
RELATIONSHIP
FUTURELAB
Renault vs. SonyStyle
Are You a One Night Brand?
How often do you really talk to your customers?
We show that we value our customers by serving them
well, putting their needs and interests at the center of
everything we do. (AOL mission statement)
Do you keep your promises?http://www.youtube.co
m/watch?v=xaaAYVU
WP0I
TO AFFECT THE CONVERSATION
YOU WANT ME TO CARE
If you want me to care …
Call me
Write me
Buy me flowers
But don’t dare take me for granted
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FOCUS ON THE
DISEASE, BY MAKING
THE TOTAL EXPERIENCE
UNIQUE
TELL STORIES SO PEOPLE
ACTUALLY HAVE SOMETHING
TO TALK ABOUT
IF YOU WANT CUSTOMERS
TO COMMIT TO YOU,
SHOW SOME COMMITMENT
FIRST
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But I’m just a marketerThat is not my department …
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YES IT IS …
Your brand communicates every time
it touches a customer.
As a marketer you need to manage
this communication.
This makes you responsible for each
“moment of truth”
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1. Identify every touchpoint of
your brand
2. Prioritise it’s (emotional)
importance to the customer
3. Determine what your brand
promise means at this
touchpoint
4. Enlist support of your
colleagues, retailers, …
5. Measure and manage
Consider Each Moment of Truth as a Brand Expression
Source: DAVIS S., LONGORIA T., “Harmonising Your Touchpoints”, Brand Packaging, Jan/Feb 2003
FUTURELAB
TO MANAGE WORD-OF-MOUTH
YOU NEED TO MANAGE THE EMOTION
TO MANAGE THE EMOTION, YOU NEED TO TAKE
CONTROL OF THE EXPERIENCE
THIS MEANS GETTING INVOLVED IN EVERYTHING
YOUR BUSINESS DOES
FUTURELAB
A Little Less Conversation,
A Little More Action
FUTURELAB
Feel free to re-use or mash-up this
presentation under Creative Commons
2.0 licence (non-commercial, attribution)