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This is a presentation Alain Thys gave at Marktplein 2.0 in which he challenged the perspective that WOM was something \"new\". Instead of talking about \"conversations\" all the time, marketers should just \"get on with it\" and start structurally building relationships with customers beyond the P of promotion.

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futurelab

FUTURELAB

A Little Less Conversation,

A Little More Action

Feel free to re-use or mash-up this presentation under Creative Commons 2.0

licence (non-commercial, attribution)

For more information on this topic, subscribe to: http://blog.futurelab.net

from the conference brochure

From the conference brochure

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

slide3

1955

1967 1983 2001 2007

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

FUTURELAB

after 52 years of facts and research stating that

After 52 years of facts and research stating that WOM is key

… do marketers still need to learn how to deal with it

FUTURELAB

we prefer a one night stand over a committed

WE PREFER A ONE NIGHT

STAND OVER A COMMITTED

RELATIONSHIP

WE FOCUS ON THE

SYMPTOMS, RATHER THAN

THE DISEASE

WE DON’T GIVE PEOPLE

SOMETHING ENOUGH TO

TALK “ABOUT”

FUTURELAB

we prefer a one night stand over a committed 1

WE PREFER A ONE NIGHT

STAND OVER A COMMITTED

RELATIONSHIP

WE FOCUS ON THE

SYMPTOMS, RATHER THAN

THE DISEASE

WE DON’T GIVE PEOPLE

SOMETHING ENOUGH TO

TALK “ABOUT”

FUTURELAB

44 of consumers say the majority of their

“44% of consumers say the majority of their Customer Experiences are “bland”

Customer Satisfaction Averages, New Zealand, 2006

10

9

8

7

6

5

4

3

2

1

0

Travel Agent

Health Service

Building Society

Local Council

Insurer

Car Manufacturer

Phone Provider

Electricity Provider

Mobile Provider

Web based company

Supermarket

Gas Provider

Water provider

Bank

Book Shop

Source: SRD Group, Customer Satisfaction Averages, New Zealand, 2006

and most wouldn t recommend a brand

And most wouldn’t recommend a brand

Telecom Europe = - 48%

Profusion, 2005

BTW: The same often applies to the people working for the brand themselves

80 of ceo s believe their brand provides

80% of CEO’s believe their brand

provides a superior customer

experience

8 % of their customers agree

(Bain & Company)

FUTURELAB

does your brand systematically delight customers

Does your brand systematically delight customers?

TO AFFECT THE CONVERSATION

DON’T FOCUS ON WOM AS A SYMPTOM

YET START DELIGHTING CUSTOMERS

FUTURELAB

we prefer a one night stand over a committed 2

WE PREFER A ONE NIGHT

STAND OVER A COMMITTED

RELATIONSHIP

WE FOCUS ON THE

SYMPTOMS, RATHER THAN

THE DISEASE

WE DON’T GIVE PEOPLE

SOMETHING ENOUGH TO

TALK “ABOUT”

FUTURELAB

in a million channel world brands whose consumers

In a million channel world,

brands whose consumers

tell the best stories, win

FUTURELAB

don t just tell me anything

Don’t Just Tell Me Anything

Tell me stories

that make my conversations

more interesting

features benefits values propositions

FEATURES - BENEFITS

VALUES - PROPOSITIONS

WHERE ARE THE

STORIES ???

FUTURELAB

brands must become storytellers so it is possible

Brands must become storytellers

So it is possible for customers to talk about them.

FUTURELAB

origins

Origins

Pope Innocent III

Fourth Lateran Council (1215)

Birthstones

futurelab 1

FUTURELAB

1938: Harry Oppenheimer meets Gerold M. Lauk of N.W.Ayer

cullinan ix

Cullinan IX

Europe

1938

1948

1953

1990s

Cullinan III & IV

FUTURELAB

stories replace 1 500 years tradition

Stories replace 1,500 years tradition

1967 The Beers Goes Japan (occasional)

1972 Diamonds = 27%

1981 Diamonds = 60%

2007 Second largest diamond market (after US)

hemingway van gogh chabrol sartre

Hemingway

Van Gogh

Chabrol

Sartre

...

what is the story of your brand

What is the story of your brand?

TO AFFECT THE CONVERSATION

TELL STORIES WHICH CUSTOMERS CAN

AND WANT TO TALK ABOUT

FUTURELAB

we prefer a one night stand over a committed 3

WE PREFER A ONE NIGHT

STAND OVER A COMMITTED

RELATIONSHIP

WE FOCUS ON THE

SYMPTOMS, RATHER THAN

THE DISEASE

WE DON’T GIVE PEOPLE

SOMETHING ENOUGH TO

TALK “ABOUT”

FUTURELAB

are you a one night brand

Are You a One Night Brand?

Renault vs. SonyStyle

do you keep your promises

Do you keep your promises?

http://www.youtube.co

m/watch?v=xaaAYVU

WP0I

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)

to affect the conversation you want me to care

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

FUTURELAB

if you want customers to commit to you show some

IF YOU WANT CUSTOMERS

TO COMMIT TO YOU,

SHOW SOME COMMITMENT

FIRST

FOCUS ON THE

DISEASE, BY MAKING

THE TOTAL EXPERIENCE

UNIQUE

TELL STORIES SO PEOPLE

ACTUALLY HAVE SOMETHING

TO TALK ABOUT

FUTURELAB

futurelab 2

FUTURELAB

But I’m just a marketer

That is not my department …

yes it is

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”

FUTURELAB

consider each moment of truth as a brand

Consider Each Moment of Truth as a Brand Expression

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

Source: DAVIS S., LONGORIA T., “Harmonising Your Touchpoints”, Brand Packaging, Jan/Feb 2003

FUTURELAB

to manage word of mouth

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

futurelab 3

FUTURELAB

A Little Less Conversation,

A Little More Action

Feel free to re-use or mash-up this

presentation under Creative Commons

2.0 licence (non-commercial, attribution)