CMO Congress 2012
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The document discusses how brands have struggled to engage customers as attention spans have decreased over time due to new technologies. It argues that brands need to use customer data and technology to create highly personalized and relevant engagements. As an example, it outlines how a supermarket could use a customer's online and in-store purchase data to offer targeted deals and promotions, start an online community, and significantly increase that customer's spending. The key is building ongoing one-to-one relationships with customers through engaging conversations.
CMO Congress 2012
- 1. SO... YOUR CUSTOMERS HAVE STOPPED LISTENING TO YOU? CraigLeGrice
- 2. LIKE A LONG LOST LOVE, YOULL NEVER SEE THEM AGAIN. CraigLeGrice
- 3. THEYRE PROBABLY IN THE SHOWER WITH THAT BRAND AS WE SPEAK... :-( CraigLeGrice
- 5. DO YOU WANT THE GOOD NEWS OR THE BAD NEWS!? CraigLeGrice
- 6. GOOD NEWS: YOUR CUSTOMER STILL LOVES YOU. CraigLeGrice
- 7. BAD NEWS: THEY JUST DONT HAVE TIME FOR YOU ANYMORE. CraigLeGrice
- 10. ITS ALL YOUR FAULT... NOT MARKS. CraigLeGrice
- 11. BRANDS HAVE TRAINED AND CONDITIONED THIS BEHAVIOUR FOR YEARS. CraigLeGrice
- 12. REMEMBER THE GOOD OLD DAYS WHEN PEOPLE PAID ATTENTION? CraigLeGrice
- 13. 1920s READ COVER TO COVER, NEWSPAPERS RULED THE WORLD. CraigLeGrice
- 14. 1940s WHEN THE RADIO WAS KING, PEOPLE SPENT HOURS AT A TIME LISTENING. CraigLeGrice
- 15. 1960s TV MADE THE AVERAGE ATTENTION SPAN A NEAT ONE HOUR SLOT. CraigLeGrice
- 16. 1980s SONY AND PHILIPS CREATED CDs. A 40 MINUTE ALBUM WAS NOW IN YOUR POCKET. CraigLeGrice
- 17. 2000s APPLES iPOD AND iTUNES CHOPPED MUSIC SALES IN TO 3 MINUTE TRACKS. CraigLeGrice
- 18. 2010s WE USE TWITTER IN 140 CHARACTER BITES. FACEBOOK ADS ARE NOW 90. CraigLeGrice
- 19. EVEN WORSE: MOST OF OUR CONSUMERS ARE NOW DOING 3.2 THINGS AT ONCE. CraigLeGrice
- 20. IS IT REALLY ANY WONDER WE ARE NOT REACHING THE AUDIENCE WE USED TO? CraigLeGrice
- 21. WHATS THE ANSWER TO BEING HEARD? BE MORE RELEVANT. CraigLeGrice
- 22. ARE YOU USING EVERY DIGITAL TOOL AVAILABLE FOR MAXIMUM RELEVANCE? CraigLeGrice
- 23. LETS THINK ABOUT HOW IT COULD BE DONE... CraigLeGrice
- 24. RULE 1 THE CUSTOMER IS IN CONTROL. WE KNOW THAT ALREADY, RIGHT? CraigLeGrice
- 25. RULE 2 IF THE ENVIRONMENT IS RIGHT THEYLL SHARE MOMENTS WITH BRANDS. CraigLeGrice
- 26. RULE 3 BUT ONLY IF WE ADD VALUE AND RESPECT THEIR TIME AND SPACE. CraigLeGrice
- 27. RULE 4 AS SOON AS CNSUMERS ARE BORED... THERE ARE NO RULES. CraigLeGrice
- 28. EXAMPLE: IN THE SUPERMARKET BUSINESS, THIS OFTEN MEANS DEALS & OFFERS. CraigLeGrice
- 29. TEMPTATION AND LAZINESS LEADS BIG BRANDS TO DO THIS EN-MASSE. CraigLeGrice
- 30. LAST YEAR FMCG BRANDS SENT OUT 300 BILLION COUPONS. CraigLeGrice
- 31. WERE THEY GOING FOR THE PERSONAL TOUCH? ;-) CraigLeGrice
- 32. 300 BILLION IS A BIG NUMBER. BUT THE BIGGEST NUMBER HERE IS ACTUALLY 1... CraigLeGrice
- 33. ONE TO ONE RELATIONSHIPS. BRAND LOYALTY IN REVERSE. CraigLeGrice
- 34. MEET JANE OIUR AVERAGE CONSUMER. IF EVER THERE WAS ONE. CraigLeGrice
- 35. TECHNOLOGY AND DATA LETS US REACH JANE. WHERE & WHEN IT SUITS JANE. CraigLeGrice
- 36. THIS CLOSER RELATIONSHIP ALLOWS US TO UNDERSTAND JANE BETTER. CraigLeGrice
- 37. WHICH MEANS WHEN WE SPEAK TO JANE, WE CAN TAKE UP LESS OF HER TIME. CraigLeGrice
- 38. LETS CONSIDER A WE CAN DO THIS NOW EXAMPLE... CraigLeGrice
- 39. JANE VISITS OUR SUPERMARKET ON THURSDAY NIGHT. CraigLeGrice
- 40. SHE RECENTLY LIKED ONE OF OUR SHAMPOO BRANDS ON FACEBOOK. CraigLeGrice
- 41. WEVE GIVEN HER A COUPON TO TRY OUR NEWLY LAUNCHED CONDITIONER. CraigLeGrice
- 42. SHE REDEEMS THIS - BUYING CAT FOOD, A DVD, POPCORN AND ICE CREAM TOO. CraigLeGrice
- 43. SO WE KNOW SHE HAS A CAT. HAS HAIR. AND LIKES MOVIES. CraigLeGrice
- 44. ITS NOT ROCKET SCIENCE YET. GRANTED. CraigLeGrice
- 45. BUT WHAT ELSE CAN WE FIND OUT / DO WE ALREADY KNOW? CraigLeGrice
- 46. SHE BOUGHT A DVD, ICE CREAM AND POPCORN LAST WEEK TOO. ON THURSDAY. CraigLeGrice
- 47. IS EVERY THURSDAY ACTUALLY MOVIE NIGHT AT JANES HOUSE? CraigLeGrice
- 48. WHAT ELSE WOULD SHE LIKE FOR THIS WEEKLY EVENT? CraigLeGrice
- 49. WE KNOW SHE ACCESSES FACEBOOK FROM HER iPHONE. ITS DEAL TIME. CraigLeGrice
- 50. $1 OFF CHIPS AND DIPS AND 3 FOR 2 ON DVDs ON TURSDAYS. FOR A START... CraigLeGrice
- 51. HER THURSDAY NIGHT SPEND IS $50 THIS WEEK. UP FROM HER USUAL $30. CraigLeGrice
- 52. AND THE COUPON REDEMPTION PROCESS ALSO GIVES US JANES ADDRESS. CraigLeGrice
- 53. WHICH IN TURN GIVES US ACCESS TO LOTS MORE AVAILABLE DATA. SHE HAS 2 KIDS. CraigLeGrice
- 54. SO WHERE IS SHE DOING THE WEEKLY FAMILY GROCERY SHOP? NOT WITH US! CraigLeGrice
- 55. LETS SEND HER A SMS VOUCHER. GET $10 OFF WHEN YOU SPEND $100. CraigLeGrice
- 56. CAN WE ENCOURAGE HER TO SHOP FOR MORE THAN JUST MOVIE NIGHT? CraigLeGrice
- 57. YOU BET. SUNDAY ROLLS ROUND AND JANE VISITS THE SUPERMARKET. CraigLeGrice
- 58. SPENDING $200. COMPARED TO HER USUAL $30 ON THURSDAYS. CraigLeGrice
- 60. BY THIS POINT WE KNOW JANE IS A MUM, LIKES MOVIES, AND IS ON FACEBOOK. CraigLeGrice
- 61. LETS INVITE HER TO ENTER OUR MOVIE MUMS COMPETITION. AS AN EXPERT. CraigLeGrice
- 62. THE PRIZE: A FAMILY TRIP TO HOLLYWOOD. JUST POST TO 10 FRIENDS WALLS. CraigLeGrice
- 63. WEVE NOW TAKEN JANES THURSDAY NIGHT MOVIE CLUB ONLINE. CraigLeGrice
- 64. SHE IS ENGAGED BECAUSE ITS HER SUBJECT, HER FRIENDS, HER SPACE. CraigLeGrice
- 65. WEVE BUILT AN ONGOING CONVERSATION WITH JANE. AND 10 FRIENDS. CraigLeGrice
- 66. SIMPLE AND EFFECTIVE ENGAGEMENT HAS GIVEN US: CraigLeGrice
- 67. PRODUCT TRIAL. PURCHASE DATA. HOUSEHOLD INFO. NEW FRIENDS. CONVERSATION. CraigLeGrice
- 68. AND AT LEAST $200 OF SALES THAT MAY NOT HAVE HAPPENED OTHERWISE... CraigLeGrice
- 70. SIMPLY, JANE IS NOW A BETTER CUSTOMER. SHE SPENDS MORE $, MORE OFTEN. CraigLeGrice
- 71. 10 OF JANES FRIENDS. WE ALREADY KNOW 1 THING THEYLL ENGAGE WITH. CraigLeGrice
- 72. WEVE GAINED ACCESS TO A STRICTLY CLOSED ENVIRONMENT. CraigLeGrice
- 73. WE WOULD NEVER HAVE BEEN INVITED TO JANES MOVIE NIGHT. CraigLeGrice
- 74. BUT WITH GOOD USE OF DATA AND CONVERSATION, WERE RIGHT THERE WITH HER. CraigLeGrice
- 75. AND SHE DIDNT EVEN HAVE TO PAY MUCH ATTENTION. :-) CraigLeGrice
- 76. THANK YOU. TWEET ME TO CONTINUE THE CONVERSATION... @CraigLeGrice CraigLeGrice