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BE RELENTLESSLY RESOURCEFUL
BE RELENTLESSLY RESOURCEFUL• 27 COUNTRIES• 55 LANGUAGES• 4 BRANDS
• 835 SKUS • 15 CATEGORIES• 8 DEMANDING BUSINESS
GROUPS
MARKETERS OTHER90% 10%
MARKETERS OTHER90% 10%
IN-HOUSE45%
MARKETERS OTHER90% 10%
IN-HOUSE45%
AGENCY55%
MARKETERS OTHER90% 10%
IN-HOUSE45%
AGENCY55%
FOR PROFIT85%
MARKETERS OTHER90% 10%
IN-HOUSE45%
AGENCY55%
FOR PROFIT85%
NON-PROFIT15%
• I have to do something emotionally relevant every 10 mins or I will lose you.
• Multitasking: You are 4 times more likely to leave a task uncompleted
• You are going to forget most of this. (Unless I repeat it and you repeat it a lot)
• Forgetting what I am saying will allow you to prioritize information (I.E. Where are we getting drinks later)
SOME SCARY FACTS
*”Brain Rules” John Medina. http://www.brainrules.net/
THERE ARE 3 FUNDAMENTAL TRUTHS OF THE GLOBAL CONSUMER
Consumers do not wake-up in the morning thinking which brand of mouse should I
buy?Consumers wake-up having their life
which matters to them
Your brand and product must fit into that life and connect with their heart and mind
CONVERSION BEGINS WHEN YOU ARE AT THE RIGHT PLACE AT THE RIGHT TIME WITH THE RIGHT MESSAGE FOR YOUR
CONSUMER.
FEAR
ATRACT & ORIENT INTERACT ACQUIRE RETAIN ADVOCATE
PROSPECTING
DEMAND FULFILLMENT CART CLOSE
BRAND BUILDING
ROAS: 10 - 1ROAS: 6 - 1ROAS: 3 - 1ROAS: < 1 - 1
????What happens here?
ONLINE DATING AS A METAPHOR• Online dating opens up more
options for people to meet.• Creates the perception that
there may be a better option out there.
• Overwhelms thick markets• Super effective in thin markets
RULE #300
NO ONE NEEDSALL THE DETAILS
ALL THE TIME
27 KINDS OF ORANGE JUICE
ATRACT & ORIENT INTERACT ACQUIRE RETAIN ADVOCATE
PROSPECTING
DEMAND FULFILLMENT CART CLOSE
BRAND BUILDING
THIS IS THE CUSTOMER JOURNEY
START HERE NOT HERE