Paul Flaniganexperiate.net

twitter.com/paulflanigan

You donʼt get it and you donʼt care.

Technology

Speed-to-market

Competition

Budgets

Agency Challenges

1997: 5002007: 5,000Today: 1,000 in 20 minutes

Jason Goldberg @retailgeek

Number of ads the average consumer is exposed to:

Youʼre Waldo

What do people think about when they think of you?

How can you be better at consumer engagement?

Questions to ask:

2 Steps to Brand Engagement

16,839,654 16,624,226

GriffinHospital

Malpractice claims: 43%

Patient discharges: 40%

Referral rate: 80%

Give the consumer access to your brand.

CompanyProduct FamilyProduct LineProduct Type

Variant

Whereʼs the consumer?

“Simply put, no one really cares about the logo anymore.”

@fastcodesign 10.22.10

Steve McCallion

Enable consumers to define your brand.

Enable consumers to define your brand.

Give the consumer access to your brand.

Trust.

4 Eʼs of Marketing

ProductPricePlacePromotionPeople

Everywhere

Experience

Exchange

Evangelism

Everywhere

Experience

80% of companies believe they are delivering a superior

experience.

8% of their customers agree.

Bain & Co.

“The iPads will allow doctorsand nurses to access anyweb-enabled application runby their hospital as they movearound the hospital.”

Source: Daniel Andrews, Victoria, Australia State Health Minister

Exchange

1. Friends & family2. Anonymous review3. Expert opinion4. Retailer/Brand

Jill Puleri VP - IBM

Influence on decision in order

Evangelism

1.Harley Davidson (18.9%)2.Disney (14.8%)3.Coke (7.7%)4.Google (6.6%)5.Pepsi (6.1%)

Source: Brand Sense - Martin Lindstrom

The Most Desired Tattoos

Final Thoughts

Be the customer.

Thereʼs no business like show business.

Have a kit of parts.

Your customer is your client.

You canʼt buy loyalty and you canʼt sell evangelism.

“Your brand is nothing more than what people think of when they think of you. And the strength of your brand is measured by the degree of trust that consumers have with it.”

Pat ConnollyCMO Williams-Sonoma