How to Build and Market Products That Transform
Speaker: Tara-Nicholle Nelson
Marketing from Both Ends
@taranicholleTransformationalConsumer.com @taranicholleTransformationalConsumer.com
Disengagement is
the #1 limiting factor
of businesses.
Engagement = love + respect = loyalty beyond reason
which translates to: • DAU, WAU, MAU – Active Users• Return visits and time onsite/in-app• Repeat purchases• Word of Mouth and Net Promoter
Score• Ratings and reviews• Likes, views, votes, shares• Ad revenue• Sales revenue• Customer Lifetime Value
@taranicholleTransformationalConsumer.com
“Advertisements are now so numerous that they are very negligently perused, and it
is therefore become necessary to gain attention
by magnificence of promises, and by eloquence
sometimes sublime and sometimes pathetic.”
—Samuel Johnson, 1759
Transformational Consumers see life as a never-ending series of projects to live healthier, wealthier, wiser lives.
We help companies reach and engage Transformational Consumers: the most valuable, least understood customers of our time.
Data, Trends + Insights Custom Research + Strategy Consulting Training + Thought Leadership
@taranicholleTransformationalConsumer.com
How do you build a beloved, engagement engine of a company? You’ll need:
1 truth about humans1 truth about businessto rethink some things
@taranicholleTransformationalConsumer.com
Primal motivation behind most purchase decisions:
TRANSFORMATION
One truth about humans
The 5 Characteristics of Transformational Consumers
1. Constant, rolling PDCs2. Extreme growth mindset3. Constant marketplace
engagement: behavior-changing products and content
4. ISO healthy, wealthy, wise5. Bias toward action
Fact: The love of a Transformational Consumer for a brand is directly proportional to the degree of change the brand helps them make.
Tool
MediumSocial Actor
@taranicholleTransformationalConsumer.com
One truth about business
Marketing only works on truly
transformational products.
The power of transformation as lens for understanding what customers want
1. Aspirations > demographics
2. Human insight >data
3. Problem > product
@taranicholleTransformationalConsumer.com
Rethink your Customer.
1. Define the PDC/Problem from a big, human perspective.
2. Become the expert on their Journey.
3. Align every team, product, initiative to the same Customer Journey.
From: Existing customer base and target buyers of your product
To: Anyone dealing with the problem you exist to solve
@taranicholleTransformationalConsumer.com
@taranicholleTransformationalConsumer.com
Rethink what you sellFrom: Product
To: Transformation
1. You sell a transformation, not a product.
2. Problem-first > product-first.3. Use the story spine as a change
management tool to go from product-first to product-first.
@taranicholleTransformationalConsumer.com
@taranicholleTransformationalConsumer.com
Rethink Your Marketing
From: Brand stories about youTo: High-value fuel for their Journey
1. Shift marketing priorities from growth to engagement.
2. Shift marketing from about you to for them and their journey.
3. Use Customer Journey insights for content and marketing, from strategy to language.
@taranicholleTransformationalConsumer.com
@taranicholleTransformationalConsumer.com
Rethink Your CompetitionFrom: Other companiesTo: Any obstacle on your Customers’ Journey
1. Focus on your People (Customers).2. Focus on their Problem.3. Innovate from First Principles.
@taranicholleTransformationalConsumer.com
Transform Your Teams1. Create a fear-free
workplace.2. Many teams, one
journey.3. Enlist a squad of
change agents.
@taranicholleTransformationalConsumer.com
“Oh, you hate your job? Why didn't you say so? There's a support group for that. It's called EVERYBODY, and they meet at the bar.” ― Drew Carey
Data, Trends + Insights Custom Research + Strategy Consulting Training + Thought Leadership