getting from trends to transactions
TRANSCRIPT
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Getting From Trends to
Transaction$
Brian E. GraconPresident, Brian Gracon & Associates, Inc.
Author, Meconomics® 101
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Why Are You Here?
To learn about:
Trends and best practices in:BrandingMarketingConsumer Buying Habits
What you can do to turn these trends into transactions (sales)
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Who are you?
Why should I buy from you?
Why should I check you out?
Let’s start with customers… because customers have the money…and questions!
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Branding Marketing
Let’s start with customers… because customers have the money…and questions!
Buying Habits
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Branding Trends
Reference: Paul FriederichsenBrandBiz Inc., The Blake Project
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What Is a Brand Exactly?
Brand: the sum total of all
experiences associated
with the product
Identify with the hopes,
desires and needs of your
customers
https://www.linkedin.com/pulse/interview-brand-basics-paul-friederichsen/?published=t
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Great Brands Are Known For …
Great SERVICE
Great EXPERTISE
Great TRUST
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What Are the Top Brands in Service?
The top ‘customer-obsessed’ brands:
• Ritz-Carlton
• Trader Joe’s
• Harley Davidson
• Amazon
• Costco
• Zappos
• Dollar Shave Club
• Disney
• Netflix
Forbes “The 10 Most Customer-Obsessed Companies in 2018”
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How Do Brands Benefit From Expertise/ Training?
Forbes “Brand Expertise Equals Leadership”
50% of customers are looking for expert advice on what to buy
73% of customers say product knowledge is what they need most
Sales people who engage with targeted product education sell up to 123% more
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Where Do You Find Trusted Brands?
Entrepreneur “Secrets of the 10 Most Trusted Brands”
The 10 most trusted brands are:
• Amazon – Personal
• Coca-Cola – Happiness
• Fed-Ex – Keeping promises
• Apple – Instilling confidence
• Target – Great value
• Ford – Consistency
• Nike – Can do attitude
• Starbucks – Make connections
• Southwest – Fun and quirky
• Nordstrom – Service
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Building a Trusted Brand
People buy from people they trust
Build a relationship
Be genuine
Be the brand
Be online
Be human
Solve, don’t sell
Suspicious of marketing claims
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Listening
Advice
Ideas
Transparency
Consistency
Appreciation
Authenticity
So What’s the “Trust” Recipe?
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How Do You Take Care of Your Brand?
3 keys: consistency, value
proposition and marketing
support
Differentiation to break
through the noise
Include reputation and crisis
management strategies
https://www.linkedin.com/pulse/interview-brand-basics-paul-friederichsen/?published=t
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Marketing Trends
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Reaching Your Prospects: A Balanced Mix
Online: priority and sustaining presence
Traditional: support online
Every situation is unique; what mix works best for you?
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“Best Marketing” Examples
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“Best Marketing” Examples
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Recent“Best
Marketing” Examples
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Recent“Best
Marketing” Examples
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Entrance ExitRecent“Best
Marketing” Examples
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Recent“Best
Marketing” Examples
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Greg Hahn, CCO, BBDO New York
“They all have astrong voice, a POV, … a client that was willing to go outside of the tried and true… they were inherently right for the brand.”
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What About YourMarketing?
Do you have a strong voice and a POV?
Do you go outside of the tried and true?
Are your ads inherently right for your brand?
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Strategies Based On Consumer
Wants, Needs and Buying Habits
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RETAILAPOCALYPSE
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RETAILAPOCALYPSE
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RETAILAPOCALYPSE
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How Are They Doing That?
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http://www.ulta.com/salon
http://clubtattoo.com
“It’s not just
a tattoo,
it’s a
lifestyle.”
“Inside everyone
is an incredible cook.”
https://www.blueapron.com
https://www.youtube.com/watch?v=ms4yxJcvW3s
Apple Watch 4:
“There’s a better you
in you.”
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Self-image
Three Key Strategies(based on consumer buying habits)
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http://www.myvidster.com/video/87494795/
Official_2017_Alfa_Romeo_Giulia_Super_Bowl_
Commercial_quo
Photo taken in Best Market, Newington, CT, August 5, 2016
https://www.ispot.tv/ad/AlFL/pringles-duck-lips
https://www.youtube.com/watch?v=BemlPbPG9B8
https://www.youtube.com/watch?v=fAnGbq-OtXo
Escape from
monotony
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Three Key Strategies(based on consumer buying habits)
Self-image
Entertain
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http://www.loreal.com/
http://www.greenbrier.com/
“Live your best life.”
https://www.youtube.com/watch?v=l4PW05WGjNQ
https://www.porschepassport.com/
“Experience Life As Few Know It.”
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Self-image
Entertain
Indulgence
Three Key Strategies(based on consumer buying habits)
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Marketing
Buying Habits
Branding
• Distinctive• Trustworthy• Consistent
• Strong voice, POV• Outside the tried
and true• Right for the brand
• Self-Image• Entertain• Indulgence
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So What?
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A Case Study:
The Carpet GirlSpringfield Township, New Jersey
Owner: Dianne Grossman
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The Carpet Girl Business Results
Started in 2012
Has grown every year since then
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TARGET CUSTOMERS
“Your Friend in Floors®” is a registered mark of The Carpet Girl LLC. All rights reserved.
Marketing
Buying Habits
Branding
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Marketing
Buying Habits
Branding
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Marketing
Buying Habits
Branding
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HI-END GOODS
NO PRICES!
“The most fun you’ll have buying flooring!®” is a registered mark of The Carpet Girl LLC. All rights reserved.
Marketing
Buying Habits
Branding
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BIG 4TH QUARTER:
“Is your home ready
for the holidays?”
BY APPOINTMENT
Marketing
Buying Habits
Branding
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“Buying Habits” Moves
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Intriguing
Deserving
Be Noticed
Unique
Have Potential
Trend-Setter
DIY
Tech-Savvy
Key Self-Images
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Self-ImageMarketing
I deserve it: Yes, you do!
Trend-setter: The latest designs; create
Unique: Personal preferences enabled
Do-it-yourself: You’re in control, so experiment!
Be noticed: “Is your home ready for the holidays?”
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EntertainmentMarketing
Discovery (always something new)
Entertainment-type incentives
Delight (and impress) your guests when you entertain
“Shadowbox” parties
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IndulgenceMarketing
The high quality you (and your family and guests) deserve!
Satisfy your wants
Treat yourself
No compromising - get exactly the right look!
Visualization tools
Concierge service
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Enjoyable and Simple sales processFeaturing “Discovery”
The best first
Every change: will it make the experience more fun (or less stress) for the customer?
ShopperExperienceFundamentals
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How Can You Get Started?
Customer base self-image audit
Staff self-image audit → hiring, training, coaching
Sales process → entertain? indulgence?
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Linkedin.com/in/ hirebriangracon
Facebook.com/brian.gracon
Twitter.com/briangracon
eSpeakers.com/marketplace/profile/32641
Getting From Trends to Transaction$