The failure of marketing and the missing link

WHAT VALUE INNOVATION WITHOUT ACTION?This presentation is uploaded in 2017 – a full 12 years after it was created. I am proud of the collaboration with Michael that produced this – and it pains me to say that despite the forward thinking, we never did anything with it.I hope that is a lesson for ALL THINKERS out there.

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Dr D Price & M KielyPrepared in confidence by

ACCESS Australia

WHY DOES TRADITIONAL MARKETING NOT WORK?

Dennis Price & Michael KielyAuthentic Customer & Client Education Solutions &

Systems

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ACCESS Australia

WHAT’S WRONG? THE SYMPTOMS

Customer Loyalty space is crowdedMessages can’t cut-through anymoreCustomer acquisition costs are spirallingCustomer service is becoming expensiveMarketing & production are not talkingRampant & militant consumerism

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ACCESS Australia

QUO VADIS? THE 3 KEY ISSUES

Promiscuous customersDifficult to establish (long term) competitive advantageCosts increasing faster than revenues

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ACCESS Australia

IMAGINE A WORLD WHERE…

Customers use the products as intendedCustomers become habituated to your brandMarketing AND Production costs decreaseMarketing becomes a virtuous circle of learning about the customer and delivering what they want

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ACCESS Australia

Aware Aware

Consider

Evaluate

Buy

RepeatPurchase

EvaluateConsider

Buy

RepeatPurchase

% OfCustomer

s

Traditional purchasing pattern

Post Customer Induction purchasing pattern

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ACCESS Australia

QUO VADIS? THE PROMISE

Authentic Customer/Client Education SolutionsProducts that work how customers want them to workCustomers who use products as they were intended to workMoney saved

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ACCESS Australia

MethodologyProduct Analysis Customer Analysis

Marketing Logistics

Usage Spectrum Scenarios

Customer TouchpointAudits

Customer Profiles

Usage Study Non-user Issues

KnowledgeBridges & Gaps

Customer InductionMatrix

• Intended Use Audit• Design Specification

Usage Failures Usage Shortcomings

INTERNAL EXTERNAL

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ACCESS Australia

HOW WILL WE DELIVER THAT?

Awareness

Action Interest

Desire

MarComms

Awareness

Action Interest

Desire Knowledge

Experience Satisfaction

ACCESS

The Old Paradigm Customer Experience Management

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ACCESS Australia

WHY WILL IT WORK?

Intimate knowledge of how a product works, habituates the customer in a world of endless optionsCustomer investment of emotional/ intellectual capital creates switching barriersKey intervention just before purchase, and then again immediately after – while desire to ‘master’ is still highMinimises post-purchase cognitive dissonance

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ACCESS Australia

Intended Use Index

% of Customers

Staple Products

Low Involvement Products

High Involvement

Products

Under-users Power users

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ACCESS Australia

WHAT DOES SUCCESS LOOK LIKE?

A unique purchasing experienceEffective initial usage High satisfaction levelsLow post-purchase service requirementsHigh repeat purchase incidence

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ACCESS Australia

Sexy concepts WordsCustomer EducationAuthentic usageCustomer LearningAdaptive experienceCustomer Experience ManagementProactive UsagePost-purchase familiarisationConsumptive LearningUAI – Use as IntendedIU Factor (Intended use)Brand habituationConsumagogicsPUF – product utilisation factorCustomer ImprintingCustomer Induction

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ACCESS Australia

The Missing LinkAwareness

Interest

Desire

Action

Use

Re-Use

Advertising &

Marcomms

The Missing

Link

Customer Education=

The Missing

Link