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Toward Consumer Engagement: Marketing moves from Impressions to Expressions
This document discusses how marketing is shifting from delivering impressions to generating consumer expressions. It argues that brands need to talk less and engage consumers more by accepting that consumers can generate more messages than any brand, and by developing ideas that are "liquid and linked" to spark engagement. Examples like Coca-Cola, Tipp-Ex, and Old Spice demonstrate how generating consumer expressions through shared content across media can increase buzz and sales. However, the document notes brands must maintain relationships beyond any one campaign by continuously engaging fans across touchpoints.
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Similar to Toward Consumer Engagement: Marketing moves from Impressions to Expressions
Toward Consumer Engagement: Marketing moves from Impressions to Expressions
- 1. Toward Consumer Engagement How Marketing is moving from simply Delivering Impressions to Generating Expressions Dr Laurent Florès http://blog.crmmetrix.com CRM Metrix - MetrixLab http://twitter.com/#!/crmmetrix [email protected] http://twitter.com/laurentflores February, 2012 http://Facebook.com/crmmetrix
- 2. MARKETING? Product “Shouting Loud” Relationship Talking vs Conversing 2
- 3. Brands Talk ratherthan Listen or Converse 3,000 messages every day, 188 every hour, 3 every minute The ratio of listening to talking is 1 to 50 (*) …still brands believe they are « customer centric » (*) Source: Esomar & Veronis Suhler
- 4. Still...Markets remain «Conversations »
- 5. Purchase Influence AVERAGE 1 Friend / Family 56% 1 1 1 1 1 1 2 2 2 2 3 3 3 3 4 5 6 What people say about your product and services is 7 bar none the most important influencer over a 8 consumer’s decision to buy a product. 9 How they communicate can be varied, but the one 10 constant is how good of a product or service you have put out. 11 12 If you want to tap into your #1 media channel, it’s 13 pretty simple, create great products and services and make your content “sharable”…. 14 15 16 17 18 5
- 6. From “B toC” Marketing to “C to B to C” Consumer Brand Consumer 6
- 7. What are theConsequences? Talk Less, Engage More! Networked consumers will create more content, speak more about you than any media time you will ever buy be able to buy! You still need Content: A Big Idea and the ability to « Empower » Consumers to Talk about you/for you… Move your Marketing beyond « delivering impressions » to « Generating Consumer Expressions »
- 8. Coca-Cola Marketing Shiftsfrom Impressions to Expressions (*) The prevaling role of « Big Ideas » Accept that consumers can generate more messages than you ever could Develop content that is « Liquid and Linked » Accept you don’t fully own your brand; your consumers do Speak up to set your record straight, but give your fans a chance to do it so first (*) Joe Tripodi, EVP Chief MarkeHng and Commercial Officer of the Coca-‐Cola Company.
- 9. Marketing Shifts fromImpressions to Expressions Accept that consumers can generate more messages than you ever could Let’s go back in Time... The Coke/Mentos Story…
- 10. Huge Buzz andConsumer Engagement
- 11. Coca-Cola/Mentos Story (2006) So succesful that Mentos Bought the initial video… and organized the mentosgeyers.com even to maximize consumer engagement. Although the Coca Cola team’s reaction was blasé (it did not project the right image, they said), the executives at Mentos were elated (*). Mentos' advertising budget is usually USD 20 million a year, and company officials estimate they have generated at least half that in free name recognition as a result of the viral video. Sales climbed 20 percent during the first viral tsunami, and even after the commotion died down, they remained 15 percent higher than they had been. (*) Sources : ABC News, “ The Mentos and Diet Coke SensaHon”, June 2006 & Media Magazine, “What Happens When You Let Go”, May 2007.
- 12. Marketing Shifts fromImpressions to Expressions Create Ideas that are contageous (« Liquid »)… and « Linked » to: Consumer’s Interest Brands Business Objectives Example: Tipp-Ex Campaign (« a Hunter Shoots a Bear »)
- 13. hp://www.youtube.com/watch?v=4ba1BqJ4S2M (*) Tipp-‐Ex Campaign (« a Hunter Shoots a Bear »), 2010
- 14. Tipp-Ex Campaign (2010) A typical « Liquid and Linked » Campaign that generated Engagement « Hunter Shoots a Bear" was: - watched more than 48 million times on YouTube - shared by 350,000 people on Facebook - clocked up one tweet every second for the first three days of the campaign. - Seen in 217 countries - achieved a 30% uplift in sales – (for something as « old- fashioned as correction tape »… not bad…) (*) Source: AdAge 2011
- 15. Yes… Engaging: Peoplereally searched Tipp-Ex
- 16. Tipp-Ex “Linked Content”= Success! Brand Consumers Business Interest Objectives Branded Expressions Huge Buzz +30% in Sales 16
- 17. Marketing Shifts fromImpressions to Expressions Old Spice Brilliant « Media Ping Pong » Engage on different touchpoints throughout the year, to revigorate historic P&G Old Spice Brand
- 18. Old Spice CampaignMedia Ping Pong Established brand equity on TV with fantasHc content. Ping. Then extended the compelling story to Facebook and Twier Pong. And to Digg, Reddit, and several other smaller ponds Ping. Whose users went to the big YouTube pond to see the videos Pong. Where they experienced a level of a brand’s personal aenHon and engagement that has rarely, if ever, been seen before Ping. Then tweeted and commented like crazy about it Pong. Which garnered coverage for the campaign on television, in print, and on radio, making Old Spice, your grandfather’s brand of deodorant, naHonal news. (*) Source: AdAge 2011
- 19. Write your «POEM » to Engage throughout the Purchase Cycle: Integrate All Media Touch Points Paid Owned website, mini website, blog, sponsorship sec4on, mobile site customer Experiences Brand equity Earned
- 20. Engaging throughout theyear: people continuously search Old Spice
- 21. Succes, Yes ina way…BUT… +55% in sale during the first 3 months of campaign run, soared by 107% aound the time the response videos started…BUT…. P&G « run a Campaign » rather than a « relationship with its Fans » … to humanize its business and ensure long-term relationships with their customers… …As of September 2010, the brand had over 120,000 followers on Twitter that it do not connect with… 2 months after its active push on Twitter, only 23 tweets, with no personal tweet sent to any followers… Relathionship has a cost that goes « beyond a campaign »
- 22. Toward Consumer Engagement… Accept that consumers can generate more messages than you ever could Develop content that is « Liquid and Linked » Accept you don’t fully own your brand; your consumers do Speak up to set your record straight, but give your fans a chance to do it so first Integrate Touchpoints Across the Consumer Journey Relationship has a cost: be « Always On »!
- 23. http://blog.crmmetrix.com THANK YOU http://twitter.com/#!/crmmetrix http://twitter.com/laurentflores http://www.facebook.com/crmmetrix & Good Luck! Dr Laurent Florès Questions? CRM Metrix - MetrixLab [email protected] February, 2012 23