TRADITIONAL MARKETING IS DEAD

S TA N P H E L P SE X P E R I E N C E A R C H I T E C T

CAUSE OF DEATH?

The consumer is no longer listening

TODAY’S CONSUMER IS EMPOWERED

Empowered to find info on their own

Empowered to share opinions

Empowered to avoid marketing

YOU NOW NEED TO MAKE THE LONGEST AND HARDEST JOURNEY IN MARKETING

The 9 inches from the brain... to the heart of your customer

shift your mindset and marketing spend, to go from impressions to...

TO REACH THE HEART, YOU NEED TO

experiences

SHIFT FROM CHASING PROSPECTS

...to focusing on customers

9 CUSTOMER-CENTRICMARKETING LESSONS FROM

MARKETING LESSON #1 - PUT CUSTOMERS FIRST

“The more you sell customers, the more you know about them. The more you know about them, the easier it is to sell them more products. The more products customers have with you, the better value they receive and the more loyal they are. The longer they stay with you, the more opportunities you have to meet even more of their financial needs. The more you sell them, the higher the profit because the added cost of selling another product to an existing customer is often only about ten percent of the cost of selling that same product to a new customer.”

80% OF GROWTH COMES FROM CURRENT CUSTOMERS

[Source: wellsfargo.com 2009]

Acquiring a new customer costs up to 10 times more than upselling an existing customer

“93% of companies fail to exceed expectations”

MARKETING LESSON #2 - EXCEED EXPECTATIONS

Key Takeaway from the Barometer:

WALT ON THE IMPORTANCE OF GIVING MORE

There was an incident that took place at Disneyland during the early years of the park. Walt decided to hold a Christmas parade at the new park at a cost of $350,000.

According to Disney historian Les Perkins:

Walt’s accountants begged him to not spend money on an extravagant Christmas parade, because the customers were already in the park. Nobody would complain, they reasoned, if they dispensed with the parade because nobody would be expecting it.

That’s just the point. We s h o u l d d o t h e p a r a d e precisely because no one’s expecting it. Our goal at Disneyland is to always give the people more than they expect. As long as we keep surprising them, they’ll keep coming back. But if they ever stop coming, it’ll cost us ten times that much to get them to come back.”

“

[Source: John Torre]

MARKETING LESSON #3 - REFERRALS ARE KEY

Examples are Great, But...THERE IS ONLY ONE QUESTION FOR YOUR CUSTOMER,

[INSERT YOUR BRAND HERE]

“How likely are you to

to a colleague, family member or friend?”

recommend

Examples are Great, But...WHY ARE REFERRALS KEY? Because all customers are not created equal

Examples are Great, But...

Customers gained through referral are four times more valuable than ordinary customers

Why?

Examples are Great, But...

= 2LTV + 2XRWHY FOUR TIMES MORE VALUABLE?

Examples are Great, But...

= 2LTV + 2XRUp to 2x the average LifeTime Value compared to ordinary customers

CUSTOMERS GAINED THROUGH REFERRAL

Examples are Great, But... = 2LTV + 2XRUp to 2x the average LifeTime Value compared to ordinary customers

Up to 2x the number of Referrals compared to ordinary customers

(IT’S ONLY PART OF THE ANSWER)

MARKETING LESSON #4- SOCIAL IS NOT ABOUT YOU

Your job is to give them something to talk about, tweet about,Yelp about and post onto Facebook

THE “ME” IN SOCIAL MEDIA IS YOUR CUSTOMER

ME

“

- Peter ShankmanNice Companies Finish First

Stop focusing on trying to get new customers. Focus on the customers you have. They will bring you the customers you want”

MARKETING LESSON #5 -I N V E S T M E N T

EXPERIENCE IS AN

Zappos CEO Tony Hsieh refuses to see the experience as an expense:

Our business is based on repeat customers and word of mouth. There’s a lot of value in building up our brand name and what it stands for. We view the money that we spend on c u s t o m e r s e r v i c e a s marke t i ng money t ha t improves our brand.”

“

FREE SHIPPING BOTH WAYS, OVERNIGHT SHIPPING UPGRADES AND A 365 DAY RETURN POLICY

TAKING CARE OF THE ONES IN HAND... INSTEAD OF THE THOUSANDS IN THE BUSH

THINK COMMITMENT,MARKETING LESSON #6 -NOT CAMPAIGN

LIFETIME SERVICE GUARANTEE

Do you know how much each customer is worth over their lifetime?

Chris Zane does. Each customer of Zane’s has a $12,500 lifetime value. Chris sees the whole forest and not just the individual trees.

Zane’s doesn’t sell stuff, they provide “experiences” that build relationships. They never sell anything without sharing a story of why its important.

“

ONE TO ONE TRAINING

The One to One program was created for one purpose: to build a customer for life. It’s based on a simple premise—the more a customer understands and appreciates a product, the more likely they are to make a deeper, emotional connection with that product, and to return or to recommend the product/service to a friend.”

- Carmine Gallo in Forbes.com

Building a customer for life.

LESSON #7 - THINK CONVENIENCEOF THE CUSTOMER FIRST

CEO Ed Clark in an interview with the Financial Post Magazine:LONGER HOURS AND OPEN 7 DAYS A WEEK

“Their branch will be closed, they’ll look across at our store, this beautiful store, there will be someone giving dog biscuits to somebody’s dog, they’ll walk in and there’s a greeter that’s unbelievably friendly, and they’ll say, ‘So why am I banking at the guy across the street?”

… the great thing about our model is if I put a branch on a corner in New York City, I know five years later I will have more than 25% of the local business, because at some time in that five years someone will come by at 4:02 pm.

Examples are Great, But...MARKETING LESSON #8 - THINK VALUE, NOT PRICE

“A lot of people have been trying to pickpocket and nickel-and-dime their customers,’ says Kevin Krone, the company’s [Southwest] head of marketing. ‘We don’t think it’s right.”“The policy turned out to be a good business move. Part of that growth in sales, Southwest believes, came from new customers fleeing bag fees. Mr. Kelly calls his rivals’ approach ‘a gift.”“The policy yielded another advantage. It allowed Southwest to subtly shift the focus away from its fares. Although it still offers low fares to many destinations, Southwest doesn’t always have the lowest fares every day on every flight.”

According to Jad Mouawad of The New York Times:BAGS FLY FREE & NO CHANGE FEES

MARKETING LESSON #9 -ADDED VALUE

DIFFERENTIATE THROUGH

“ We figure our best salesman is our customer. Treat that person right, he’ll walk out the door and sell for you. From the beginning, I wanted people to know that we put all our money into the food.

BONUS FRIES, FREE PEANUTS AND UNLIMITED TOPPINGS

That’s why the décor is so simple — red and white tiles. We don’t spend our money on décor. Or on guys in chicken suits. But we’ll go overboard on food.”

Jerry MurrellFOUNDER, FIVE GUYS

CAN YOU FEEL THE LOVE TONIGHT?

Kimpton Hotels welcomes pets of the furry variety at all of their hotels.For guests in need of a little extra, but no extra effort, m a n y o f t h e i r h o t e l s o f f e r a special something.

GIVE A LITTLE UNEXPECTED EXTRA

Guests have the option to request a live goldfish to stay overnight in their room.

GUPPY LOVE

- Walt Disney

“The way to get started is to quit talking and begin doing” WHAT’S YOUR

PARADE?

ARE YOU STANDING OUT IN A SEA OF SAMENESS?

-Tony Hsieh

The New York Times bestselling author of Delivering Happiness

and CEO of Zappos.com

"In business you do must do something that's above and beyond what's expected. Phelps shows the ingredients behind signature extras that are unconvent iona l and innovative. Every business should be asking themselves, "What's our Purple Goldfish?"

ABOUT

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AUTHOR I B E L I E V E T H E L O N G E S T A N D T H E H A R D E S T N I N E I N C H E S I N M A R K E T I N G I S T H E D I S TA N C E B E T W E E N T H E B R A I N A N D T H E H E A R T O F Y O U R C U S T O M E R . I A M L O O K I N G T O S H I F T A B U S I N E S S P A R A D I G M : F O C U S I N G O N T H E C U S T O M E R A N D T H E I R E X P E R I E N C E , I N S T E A D O F T H E C O N S TA N T LY C H A S I N G T H E P R O S P E C T. !I A L S O B E L I E V E Y O U C A N ’ T H A V E H A P P Y E N T H U S E D C U S T O M E R S W I T H O U T H A P P Y E N G A G E D E M P L O Y E E S . C U L T U R E I S A N O N G O I N G C O M M I T M E N T, N O T A C A M PA I G N . !M Y T R I L O G Y O F B O O K S A B O U T C U S T O M E R E X P E R I E N C E A N D E M P L O Y E E E N G A G E M E N T A R E C A L L E D P U R P L E G O L D F I S H , G R E E N G O L D F I S H A N D G O L D E N G O L D F I S H . !!!!!L O YA LT Y R E T E N T I O N E N G A G E M E N T C U LT U R E

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