Brand relationships: Augmenting the classic purchase funnel with Deven Nongbri, @Edelman @AMAhouston #marketing #ME2016
Live note taking at the AMA Houston conference. Any errors or bad jokes are my own.
- Peers are more and more a source for purchase information and validation
- Do you deliver a great product experience, are you doing good as a brand, help society?, it is expected as part of your brand DNA
- Is someone trying to break you p? New business models like uber are having a serious effect, your relationship has never been more under siege
- We could give up on building relationships or we could see that these disruptions are threats, turns them into opportunities that work in your favour
- Create ambassadors and early adopters who will act on our behalf, let them be your team
- How to navigate this new reality, how does consumer committment lead to better business results
- Research conducted across 13 countries [don’t want to bore us with methodologies 😦 There’s nothing boring about methods!]
- Scored brand relationships on seven dimensions, average score was 40/100 in the USA [makes sense to put the average here, you need to leave room for improvement and you need to have a place for starts to shine]
- Men have better relationships, millenials have better relationships
- THere are five relationship stages. Indifferent, interested, involved, invested, committed
- Indifference – just walking through a store, grab the first thing off the shelf
- Interested – may check out the label
- Involved – actively choose your brand, ask if they can’t find the brand
- Invested – people believe you share common values, stop other shoppers from buying the competitive brand
- Committed – it’s about shared benefits, they ask stores to carry your brand, they switch stores to get your products, moves from I language to we language
- Committment is wit hint the reach of all brand categories, even low involvement categories
- Strong relationship protect your bottom line – consumers up first and stay loyal, they will pay more, they will recommend, they will advocate for and defend you
- You can’t buy committment, must connect with consumers all along the purchase funnel
- Earned media matters, 78% of people use traditional media for information about brands – tv, magazines, radio
- Advertising buys interest
- Involved consumers engage across all Chanel’s
- Conversations are the foundations of a committed relationship
- Use of peer and owned grows fine times as fast going from involved to committed
- Brands fall short on purpose and engagement, telling stories consumers care about
- Need to strengthen the relationship through purpose, be an interesting part of social media, have a charismatic leader, facilitate ongoing conversation, be there at the tough times
- Need to better tell the store of their heritage, raise my self esteem and make me feel better about myself, help me feel admired and repeated when I use your brand
With university two decades behind me, I figured it was time to trade a broken, crooked, and poor quality reading chair for one I could sit in without fearing for my life.
I skipped on over to lazy-boy and picked up one of those surprisingly nice looking chairs with the foot rests. Since I don’t have a car, I provided my phone number and address to get home delivery. A few days later, the delivery company called me and arranged the pickup time. Now, yeah baby, the feeties are comfy!
However, a few weeks after that, I got another phone call. This call was from the folks at lazy-boy inviting me to an event at the store. Where, I assume, lovely products would be priced at a wonderful discount for me. And this event was only for their loyal fans. Apparently, I have a relationship with this brand now.
– I haven’t friended them on Facebook.
– I have never bought anything other than one single chair from them.
– They would not have my address if I hadn’t needed delivery.
– I wasn’t asked if they could take my information from their delivery schedule and add it to their marketing list.
I do believe I’ve been forced into an ongoing interaction I never asked for. I think I’m in a relationship I didn’t know I was in. Is that how brands make people happy now?
Feeling a little lonely? Want to be in a relationship? Then join Match.com because you are 3X more likely to find a relationship if you do. Because, clearly, they are a much better program than any other dating program out there. Click on the image to watch their commercial and see for yourself.
But just hearing that “3X more” phrase makes me think:
- Does their system have three times as many people signed up?
- Are they comparing themselves to people who are using a crappy dating service?
- Are they comparing themselves to people who aren’t using a dating service at all?
- Have they considered that people who sign up for a service are more serious about finding a relationship?
The ad implies a causal link but there are so many correlational links that all I can do is completely discount the commercial.
I’m a big fan of dating services but not if they’re going to mess with statistics. Just as nobody puts baby in a corner, NOBODY messes with statistics.
Welcome to this series of live blogs from the MRIA Sample the Edge conference in St. John’s Newfoundland. All posts appear within minutes after the speaker has finished. Any errors, omissions, or silly side comments are my own.
- Adam Froman begins…
- Consumers have control now
- Consumers want to unsubscribe because of huge long grids. We don’t have a problem with respondent participation. We have a problem with s*** surveys.
- We must change how we ask questions
- Motivators – Trust, privacy, reciprocity
- People don’t really realize how much privacy they’ve given up. The potential for major companies (e.g., facebook) to lose a ton of business is right there
- People want to know what happened to their results but we aren’t used to sharing back
- The real change is how will we engage consumers to share opinions in the digital age
- Innovative methods – Don’t let tech lead, let tech enable. Don’t fear tech, test it.
- Voice of the consumer – ask + listen + observe
- The mayor of markham held an online townhall – over 7000 people. Ever had that many in a physical townhall?
- Respondents WANT to participate in research.
- And now…. Margot Acton
- It’s not a question of if we move into tech, but how we move into tech. We need to use them and still deliver business decisions, not just excitement. Take rigour with you.
- Choose a consumer centric design: Simple design, site speed, signup processes, authenticity, usability. Sooo. less is more, flash is heavy, easier access, is this real, best practices.
- KISS Keep it super simple – shorter surveys, avoid reptition, fewer grids, minimize complexity, fewer open ends, write to be understood, avoid unnecessary, use simple language, stay conversational
- Survey tools – use dynamic grids, drag and drop, click and fly, slider bars and surveys will be more interesting, varied, easy, fun [i always wonder about fun vs validity in these cases]
- Approach to loyalty – use a catalogue of incentives, not one but thousands
- Measure success – an index, predictive modeling, applied to EVERY survey, surveys with low scores cannot be fielded [DAMN RIGHT!]
- Mobile has huge implications – easier to retrieve meaningful data, collect instantly, repHappy Birthday Adamort immediately
- Passive adds greater insight
- And last but absolutely not least… Bernie Malinoff!
- Venn diagram of what you’re good at and what you like to do is where you must focus
- Check out Jon Puleston [agreed, he’s doing some cool stuff]
- Would you like response rates to increase from 10% to 30% [is there a right answer here? YES!]
- Avoid long, boring, repetitive, and useless. This not rocket science.
- Five years ago, we did not realize what the competitive set would be today.
- Discussion is no longer representative, the discussion is not relevance.
- Google is doing more to educate junior researchers than we are with their research tips in their research product
- Apple even has a very short survey for its product and they end it off with a big thank you
- Now time to discuss…
- Are we in the era of surveytainment? It’s simply to make the experience better, we want to focus people’s attention. Anything we can do to enhance the quality of attention is good.
- Gamification is bringing back the younger generation
- There is no perfect method. There are purpose based methods. [Darn tootin! Forget qual, forget quant, forget surveys, forget focus groups – What is your PURPOSE!]
- Accept that you are not good at everything and have partners who pick up your slack
- The Daily Listen Lady #MRX (lovestats.wordpress.com)
- You know what a leading question is, right? #MRX (lovestats.wordpress.com)
- Best of #Esomar Canada: Jon Puleston Games a Better Survey #MRX (lovestats.wordpress.com)
- The Lowly Forgotten Neutral Score #MRX (lovestats.wordpress.com)
[tweetmeme source=”lovestats” only_single=false]I occasionally like to entertain people by engaging in executive speak.
“We have a great team here. We’ve made a lot of progress and accomplished many important goals. We need to continue to work together and build strong relationships. We’ve demonstrated passion and hard work and we will continue to grow.”
I think I’m going to chuckle and throw up at the same time. That inspirational summary managed to say a whole lot of nothing in many words. What progress? What goals? What relationships? This kind of chatter might make people feel good but without any operationalization, you’d be better off singing the alphabet. You’re a researcher. You know exactly how to operationalize.
Name the goal, say how many days early it was accomplished, say which clients gave positive feedback, describe the positive feedback. It might take more time but this is how your team will be able to reproduce the great outcome the next time. Which I assume is what you were trying to do.
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