CMO Congress 2012

SO... YOUR CUSTOMERS HAVE STOPPED LISTENING TO YOU?

CraigLeGrice

LIKE A LONG LOST LOVE, YOU’LL NEVER SEE THEM AGAIN.

CraigLeGrice

THEY’RE PROBABLY IN THE SHOWER WITH ‘THAT BRAND’ AS WE SPEAK... :-(

CraigLeGrice

IT’S ENTIRELY ZUCKERBERG’S FAULT. RIGHT?

CraigLeGrice

DO YOU WANT THE GOOD NEWS OR THE BAD NEWS!?

CraigLeGrice

GOOD NEWS: YOUR CUSTOMER STILL LOVES YOU.

CraigLeGrice

BAD NEWS: THEY JUST DON’T HAVE TIME FOR YOU ANYMORE.

CraigLeGrice

OUCH.

CraigLeGrice

IT GETS WORSE...

CraigLeGrice

IT’S ALL YOUR FAULT... NOT MARK’S.

CraigLeGrice

BRANDS HAVE TRAINED AND CONDITIONED THIS BEHAVIOUR FOR YEARS.

CraigLeGrice

REMEMBER THE GOOD OLD DAYS WHEN PEOPLE PAID ATTENTION?

CraigLeGrice

1920s READ COVER TO COVER, NEWSPAPERS RULED THE WORLD.

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1940s WHEN THE RADIO WAS KING, PEOPLE SPENT HOURS AT A TIME LISTENING.

CraigLeGrice

1960s TV MADE THE AVERAGE ATTENTION SPAN A NEAT ONE HOUR SLOT.

CraigLeGrice

1980s SONY AND PHILIPS CREATED CDs. A 40 MINUTE ALBUM WAS NOW IN YOUR POCKET.

CraigLeGrice

2000s APPLE’S iPOD AND iTUNES CHOPPED MUSIC SALES IN TO 3 MINUTE TRACKS.

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2010s WE USE TWITTER IN 140 CHARACTER BITES. FACEBOOK ADS ARE NOW 90.

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EVEN WORSE: MOST OF OUR CONSUMERS ARE NOW DOING 3.2 THINGS AT ONCE.

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IS IT REALLY ANY WONDER WE ARE NOT REACHING THE AUDIENCE WE USED TO?

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WHAT’S THE ANSWER TO BEING HEARD? BE MORE RELEVANT.

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ARE YOU USING EVERY DIGITAL TOOL AVAILABLE FOR MAXIMUM RELEVANCE?

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LET’S THINK ABOUT HOW IT COULD BE DONE...

CraigLeGrice

RULE 1 THE CUSTOMER IS IN CONTROL. WE KNOW THAT ALREADY, RIGHT?

CraigLeGrice

RULE 2 IF THE ENVIRONMENT IS RIGHT THEY’LL SHARE MOMENTS WITH BRANDS.

CraigLeGrice

RULE 3 BUT ONLY IF WE ADD VALUE AND RESPECT THEIR TIME AND SPACE.

CraigLeGrice

RULE 4 AS SOON AS CNSUMERS ARE BORED... THERE ARE NO RULES.

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EXAMPLE: IN THE SUPERMARKET BUSINESS, THIS OFTEN MEANS DEALS & OFFERS.

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TEMPTATION AND LAZINESS LEADS BIG BRANDS TO DO THIS EN-MASSE.

CraigLeGrice

LAST YEAR FMCG BRANDS SENT OUT 300 BILLION COUPONS.

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WERE THEY GOING FOR THE PERSONAL TOUCH? ;-)

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300 BILLION IS A BIG NUMBER. BUT THE BIGGEST NUMBER HERE IS ACTUALLY 1...

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ONE TO ONE RELATIONSHIPS. BRAND LOYALTY IN REVERSE.

CraigLeGrice

MEET ‘JANE’ – OIUR ‘AVERAGE’ CONSUMER. IF EVER THERE WAS ONE.

CraigLeGrice

TECHNOLOGY AND DATA LETS US REACH JANE. WHERE & WHEN IT SUITS JANE.

CraigLeGrice

THIS CLOSER RELATIONSHIP ALLOWS US TO UNDERSTAND JANE BETTER.

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WHICH MEANS WHEN WE SPEAK TO JANE, WE CAN TAKE UP LESS OF HER TIME.

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LET’S CONSIDER A “WE CAN DO THIS NOW” EXAMPLE...

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JANE VISITS OUR SUPERMARKET ON THURSDAY NIGHT.

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SHE RECENTLY ‘LIKED’ ONE OF OUR SHAMPOO BRANDS ON FACEBOOK.

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WE’VE GIVEN HER A COUPON TO TRY OUR NEWLY LAUNCHED CONDITIONER.

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SHE REDEEMS THIS - BUYING CAT FOOD, A DVD, POPCORN AND ICE CREAM TOO.

CraigLeGrice

SO WE KNOW SHE HAS A CAT. HAS HAIR. AND LIKES MOVIES.

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IT’S NOT ROCKET SCIENCE YET. GRANTED.

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BUT WHAT ELSE CAN WE FIND OUT / DO WE ALREADY KNOW?

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SHE BOUGHT A DVD, ICE CREAM AND POPCORN LAST WEEK TOO. ON THURSDAY.

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IS EVERY THURSDAY ACTUALLY MOVIE NIGHT AT JANE’S HOUSE?

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WHAT ELSE WOULD SHE LIKE FOR THIS WEEKLY EVENT?

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WE KNOW SHE ACCESSES FACEBOOK FROM HER iPHONE. IT’S DEAL TIME.

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$1 OFF CHIPS AND DIPS AND ‘3 FOR 2’ ON DVDs ON TURSDAYS. FOR A START...

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HER THURSDAY NIGHT SPEND IS $50 THIS WEEK. UP FROM HER USUAL $30.

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AND THE COUPON REDEMPTION PROCESS ALSO GIVES US JANE’S ADDRESS.

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WHICH IN TURN GIVES US ACCESS TO LOTS MORE AVAILABLE DATA. SHE HAS 2 KIDS.

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SO WHERE IS SHE DOING THE WEEKLY FAMILY GROCERY SHOP? NOT WITH US!

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LET’S SEND HER A SMS VOUCHER. ‘GET $10 OFF WHEN YOU SPEND $100’.

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CAN WE ENCOURAGE HER TO SHOP FOR MORE THAN JUST MOVIE NIGHT?

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YOU BET. SUNDAY ROLLS ROUND AND JANE VISITS THE SUPERMARKET.

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SPENDING $200. COMPARED TO HER USUAL $30 ON THURSDAYS.

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RESULT! BUT THERE’S MORE...

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BY THIS POINT WE KNOW JANE IS A MUM, LIKES MOVIES, AND IS ON FACEBOOK.

CraigLeGrice

LET’S INVITE HER TO ENTER OUR ‘MOVIE MUMS’ COMPETITION. AS AN EXPERT.

CraigLeGrice

THE PRIZE: A FAMILY TRIP TO HOLLYWOOD. JUST POST TO 10 FRIENDS’ WALLS.

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WE’VE NOW TAKEN JANE’S THURSDAY NIGHT MOVIE CLUB ONLINE.

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SHE IS ENGAGED BECAUSE IT’S HER SUBJECT, HER FRIENDS, HER SPACE.

CraigLeGrice

WE’VE BUILT AN ONGOING CONVERSATION WITH JANE. AND 10 FRIENDS.

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SIMPLE AND EFFECTIVE ENGAGEMENT HAS GIVEN US:

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PRODUCT TRIAL. PURCHASE DATA. HOUSEHOLD INFO. NEW FRIENDS. CONVERSATION.

CraigLeGrice

AND AT LEAST $200 OF SALES THAT MAY NOT HAVE HAPPENED OTHERWISE...

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MOVING FORWARD, WE HAVE BIGGER PRIZES:

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SIMPLY, JANE IS NOW A BETTER CUSTOMER. SHE SPENDS MORE $, MORE OFTEN.

CraigLeGrice

10 OF JANE’S FRIENDS. WE ALREADY KNOW 1 THING THEY’LL ENGAGE WITH.

CraigLeGrice

WE’VE GAINED ACCESS TO A STRICTLY CLOSED ENVIRONMENT.

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WE WOULD NEVER HAVE BEEN INVITED TO JANE’S MOVIE NIGHT.

CraigLeGrice

BUT WITH GOOD USE OF DATA AND CONVERSATION, WE’RE RIGHT THERE WITH HER.

CraigLeGrice

AND SHE DIDN’T EVEN HAVE TO PAY MUCH ATTENTION. :-)

CraigLeGrice

THANK YOU. TWEET ME TO CONTINUE THE CONVERSATION... @CraigLeGrice

CraigLeGrice