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What causes customers to “like” a piece of content? What motivates them to go with one product over another? And why do they decide to either cut off a brand after purchase or become a brand advocate? These are all questions Adria will answer as she takes you through the role emotions can play in marketing. You’ll walk away knowing what type of marketing resonates best throughout the sales funnel and have a better understanding of what customers really want from brands.
Citation preview
HOW TO ALIGN YOUR MARKETING
WITH CUSTOMER EMOTIONS
ADRIA SARACINO
@adriasaracino#MNSummitSource
GUT REACTIONS ARE FORMED IN
3 SECONDS OR LESS
@adriasaracino#MNSummit
LOGICAL MINDEMOTIONAL
MIND
WISE MIND
Source
@adriasaracino#MNSummit
LOGICAL MIND
EMOTIONAL MIND
WISE MIND
Source
@adriasaracino#MNSummitSource
WE FEEL MORE THAN WE THINK
@adriasaracino#MNSummitSource
@adriasaracino#MNSummitSource
HAPPY SAD
ANGRY SCARED
@adriasaracino#MNSummitSource
HAPPY SAD
ANGRY SCARED
@adriasaracino#MNSummit
WE’RE ALL FOMO MOFOs
CONSUMER BEHAVIOR
@adriasaracino#MNSummit
“ For most people, the fear of losing $100 is more intense than the hope of gaining $150.
”- Daniel Kahneman, Nobel Prize-winning psychologist
@adriasaracino#MNSummit
love
hate
low investment high investmentTHE CONSUMPTION MATRIX
@adriasaracino#MNSummit
love
hate
low investment
camera
cable
clothes
car maintenance
furniture
hair products
high investmentTHE CONSUMPTION MATRIX
KNOW YOUR MATRIX POSITION
KNOW YOUR BUYER’S CYCLE
@adriasaracino#MNSummit
PLAY LOOK
BUYSTAY
trigger
consideradvocate
retain
HOW TO ALIGN WITH CONSUMERS
WHILE THEY ARE AT PLAY
@adriasaracino#MNSummit
PLAY LOOK
BUYSTAY
trigger
consideradvocate
retain
How do we get consumers to discover our brand?
DETERMINE WHERE THEY HANG
@adriasaracino#MNSummit
1. ASK FOR A CUSTOMER LIST
@adriasaracino#MNSummit
4. FIND INFLUENTIAL CUSTOMERS
@adriasaracino#MNSummit
5. USE SOCIAL ANALYTICS TOOLS
@adriasaracino#MNSummit
FREAKONOMICS, MARKETINGLAND, HBR, & FIVETHIRTYEIGHT
Source
@adriasaracino#MNSummitSource, SEO for Excel plugin
0
20
40
60
80 TOP 10 MOST SHARED DOMAINS
TWEET ARCHIVIST + EXCEL PLUGIN
GET THEM TO SHARE YOUR STUFF
@adriasaracino#MNSummitSource
WHY DO PEOPLE SHARE?
FEEL INVOLVED
SUPPORT CAUSES
EDUCATE OTHERS
NOURISH BONDS DEFINE ONESELF
@adriasaracino#MNSummitSource
WHY DO PEOPLE SHARE?
FEEL INVOLVED
SUPPORT CAUSES
EDUCATE OTHERS
NOURISH BONDS DEFINE ONESELF
@adriasaracino#MNSummitSource
SHARING CONTENT HAS BECOME
A FORM OF GIFT GIVING
@adriasaracino#MNSummitSource
WE GIVE GIFTS THAT
COMMUNICATE OUR IDENTITY
@adriasaracino#MNSummitSource
LONG-FORM CONTENT
@adriasaracino#MNSummitSource
WHAT DO PEOPLE SHARE?
POSITIVE MESSAGES
CONTENT THAT EXCITES PHYSIOLOGICALLY
@adriasaracino#MNSummit
WE LIKE SPREADING CHEER
Source
@adriasaracino#MNSummit
AND LOOKING REALLY SMART
Source
@adriasaracino#MNSummitSource
BUT EXCITABILITY TRUMPS
Source, Paddy Power’s original article@adriasaracino
#MNSummit
CAVEATS & WARNINGS
@adriasaracino#MNSummit
Only incite emotions that align with your brand
Make your content skimmable; and change it up!
Don’t underestimate the value of trust & reputation
HOW TO ALIGN WITH CONSUMERS
WHILE THEY LOOK FOR SOLUTIONS
@adriasaracino#MNSummit
PLAY LOOK
BUYSTAY
trigger
consideradvocate
retain
How do we get consumers to find us when they are searching for a solution?
@adriasaracino#MNSummit
WORD OF MOUTH
SOCIAL MEDIA
EXPERT ADVICE
BRAND WEBSITE
MEMORYSALES STAFF
FORUMSUSER
REVIEWS
@adriasaracino#MNSummitSource
EXPERT ADVICE
USER REVIEWS
BRANDWEBSITE
WORD OF MOUTH
MEMORY
SALES STAFF
SOCIAL MEDIA
FORUM
“ 50% say they wouldn’t trust a product’s branded website for an unbiased assessment
@adriasaracino#MNSummitSource
BRAND WEBSITE
EXPERT ADVICE
USER REVIEWS
WORD OF MOUTH
MEMORY
SALES STAFF
SOCIAL MEDIA
FORUM
“ 50% say they wouldn’t trust a product’s branded website for an unbiased assessment
@adriasaracino#MNSummitSource
USER REVIEWS
EXPERT ADVICE
BRANDWEBSITE
WORD OF MOUTH
MEMORY
SALES STAFF
SOCIAL MEDIA
FORUM
“ 61% say they’re less likely to trust reviews paid for by the company selling the product
IDENTIFY THEIR QUESTIONS
@adriasaracino#MNSummit
ASK THE SALES & SUPPORT TEAMS
@adriasaracino#MNSummit
COLLECT LIVE CHAT LOGS
@adriasaracino#MNSummitSource
USE INTERNAL SITE SEARCH DATA
@adriasaracino#MNSummit
INTERVIEW YOUR CUSTOMERS
@adriasaracino#MNSummit
USERTESTING.COM
HOW TO ALIGN WITH CONSUMERS
WHEN THEY ARE READY TO BUY
@adriasaracino#MNSummit
PLAY LOOK
BUYSTAY
trigger
consideradvocate
retain
How do we get consumers to purchase?
MAKE IT EASY TO CONVERT
@adriasaracino#MNSummitSource
product knowledge
anxi
ety
thre
sho
ldmost likely to get overwhelmed
ANALYSIS PARALYSIS
@adriasaracino#MNSummitSource, Decision Simplicity Index quiz
DECISION SIMPLICITY INDEX
COMPARISON
NAVIGATION TRUST
@adriasaracino#MNSummitSource
“ Brands that scored in the top quarter were 86% more likely to be purchased by the consumers considering them. They were 9% more likely to repurchase and 115% more likely to be recommended to others.”- Patrick Spenner & Karen Freeman, management consultants at
Corporate Executive Board and authors of study
@adriasaracino#MNSummitSource , Image Source
HOW TO ALIGN WITH CONSUMERS
AND MAKE THEM WANT TO STAY
@adriasaracino#MNSummit
PLAY LOOK
BUYSTAY
trigger
consideradvocate
retain
How do we get consumers to join our community?
EASE BUYERS’ REMORSE
MORE CHOICE = MORE REGRET
@adriasaracino#MNSummitSource
@adriasaracino#MNSummitSource, Stat Source
78% OPEN ORDER CONFIRMATIONS
WAYS TO EASE REMORSE
@adriasaracino#MNSummit
Connect them with customers with similar purchase
Suggest creative uses for products they purchased
Exclusive discounts or events
Anticipate questions
HOW TO ALIGN WITH CONSUMERS
AND TURN THEM INTO ADVOCATES
@adriasaracino#MNSummit
PLAY LOOK
BUYSTAY
trigger
consideradvocate
retain
How do we turn our community members into loyalists, advocates, and repeat purchasers?
@adriasaracino#MNSummit
love
hate
low investment high investmentTHE CONSUMPTION MATRIX
@adriasaracino#MNSummit
love
hate
low investment
camera
cable
clothes
car maintenance
furniture
hair products
high investmentTHE CONSUMPTION MATRIX
@adriasaracino#MNSummit
love
hate
low investment
camera
My Cable Provider
J.Crew
car maintenance
West Elm
hair products
high investmentTHE CONSUMPTION MATRIX
@adriasaracino#MNSummit
@adriasaracino#MNSummit
@adriasaracino#MNSummit
@adriasaracino#MNSummit
@adriasaracino#MNSummit
@adriasaracino#MNSummit
@adriasaracino#MNSummit
@adriasaracino#MNSummit
@adriasaracino#MNSummitSource
“ Most people wouldn’t care if 73% of the world’s brands disappeared tomorrow. ”- Havas Media study on meaningful brands
@adriasaracino#MNSummit
@adriasaracino#MNSummitSource
THE TOP BRANDS OUTPERFORM
THE MARKET BY 120%
@adriasaracino#MNSummit
PLAY LOOK
BUYSTAY
trigger
consideradvocate
retain
1. Product
2. Customer service
3. Brand values
CREATE A GOOD PRODUCT
@adriasaracino#MNSummitSource
“ If you have a shit product, you will fail. ”- Said me, just now
GIVE GREAT CUSTOMER SERVICE
@adriasaracino#MNSummit
@adriasaracino#MNSummitSource, Photo
@adriasaracino#MNSummitSource
RECIPROSITY
@adriasaracino#MNSummitSource
STAND FOR SOMETHING
@adriasaracino#MNSummit
QUESTIONS TO ASK
@adriasaracino#MNSummit
What problem is your brand trying to solve?
Besides making money, what defines success?
What words do employees use to describe the brand?
Why do you get up to go to work everyday?
DEVELOP A BRAND EXPERIENCE
@adriasaracino#MNSummitSource
“Brand behavior and brand touch is more important than brand voice. Amex can say they are all about small business, but there wasn’t much reason to believe until they launched Small Business Saturday. ”- Kelly O’Keefe, professor of brand management
at Virginia Commonwealth University
@adriasaracino#MNSummitSource
@adriasaracino#MNSummit
RALLY YOUR COMMUNITY
Source@adriasaracino
#MNSummit
Source@adriasaracino
#MNSummit
MORE WAYS TO RALLY ‘EM
@adriasaracino#MNSummit
Gamify the experience once they’ve joined
Sign-ups for market research in exchange for perks
User generated content
Reward programs
@adriasaracino#MNSummit
EMO MARKETING CHECKLIST
SUMMARY CHECKLIST
@adriasaracino#MNSummit
We feel before think; make content that triggers (+) emotions
Know your customers’ consumption matrices & questions
We’re FOMO MOFOs; don’t give too much choice & K.I.S.S.
Develop a good product, customer service & brand experience
Ease buyers remorse; utilize those emails!
THANK YOU
ADRIA SARACINO
All imagery where not noted courtesy of Shutterstock
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