AECF Presentation 2018
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In case you missed me speak, here is my presentation on transformational marketing at the 2018 Atlanta Electronic Commerce Forum.
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AECF Presentation 2018
- 1. CORNER THE MARKET TRANSFORMATIONAL MARKETING Dave Sutton President and CEO, TopRight April 10, 2018 @TOPRIGHTPARTNER /TOPRIGHT/IN/MARKETINGSCIENTISTS
- 3. MARKETING IS BROKEN No one wants to be interrupted Or 'talked at’ Or 'sold to’
- 4. “If you talk to people the way advertising talks to people, they’d punch you in the face.” - Hugh MacLeod
- 5. WE SEEK AUTHENTIC WE EXPECT RELEVANT WE WANT IT ON OUR TERMS
- 6. Marketing, Interrupted S T O R Y S T R A T E G Y S Y S T E M S
- 7. • Simplicity in Story • Compelling Emotion A REASON TO CARE • Clarity in Strategy • Remarkable Experience A REASON TO LISTEN • Alignment of Systems • Ruthlessly Consistent A REASON TO ENGAGE BRANDS THAT DOMINATE EXCEL IN 3S’S: STORY, STRATEGY, SYSTEMS STORY STRATEGY SYSTEMS
- 8. If you asked 10 co-workers to tell your company story, How many different answers would you get?
- 9. Why you do what you do? Why should customers care about you? What is it that you are actually doing? What impact will you have for customers? How do you specifically deliver value? How do you make the customer the hero? WHY: WHAT: HOW: TELLING A SIMPLE, YET COMPELLING STORY
- 10. We’re using our platform on baseball’s biggest stage to up our game and raise awareness for those hit hardest this hurricane season.” —John Legere, CEO, T-Mobile (The “Uncarrier”)
- 11. “By definition, remarkable things get remarked upon.” - Seth Godin
- 12. CUSTOMER ATTENTION IS YOUR SCARCEST RESOURCE
- 13. RE-IMAGINING THE CUSTOMER EXPERIENCE MULTI-CHANNEL OMNI-CHANNEL REVIEW, REFER & REPEAT AWARENESS CONSIDERATION DECISION AWARENESS CONSIDERATION DECISION REVIEW
- 14. “Successfully delivering an omni- channel customer experience requires breaking down barriers in the organization rather than beating competition with technology.” - Fasil Masud, CDO, Staples
- 15. STRATEGY AND SYSTEMS TO CREATE REMARKABLE CUSTOMER EXPERIENCES Staples Easy Button IBM Watson Omni-Channel Customer Experience + =
- 16. TOYS “R” US GOT LOST IN TRANSFORMATION Irrelevant Story Unclear Strategy Misaligned Systems
- 17. TRADITIONAL MENTAL MODELS FOR COMMERCE B2C AWARENESS CONSIDERATION PURCHASE B2B ADVERTISING TRADE SHOW SALES CALL PROCUREMENT SHELF CONSUMPTION “MOMENTS OF TRUTH”
- 18. TRANSFORMATIONAL MENTAL MODELS FOR COMMERCE STIMULUS FMOT SMOTZMOT P2P P2T SOCIAL MEDIA TRIGGER EMAIL SMS FULFILLMENT SEARCH EXPERIENCE T2T TRIGGER FULFILLMENT PERSON ORDER ORDER
- 19. ECOMMERCE SUCCESS? S T O R Y S T R A T E G Y S Y S T E M S
- 20. Assuring that every consumer understands your Story. You have 6 seconds to make a connection. If you have not captured interest in the first few seconds, someone will swipe or click, and move on. A REASON TO CARE Defining and aligning your processes, organization, performance measures, technology and culture to efficiently operationalize the strategy, flawlessly deliver the customer experiences and consistently measure results. A REASON TO ENGAGE STORY STRATEGY SYSTEMS Creating a remarkable and profitable customer experience means developing specific content, offers, and messaging that are delivered at each touchpoint –each and every customer interaction. A REASON TO LISTEN CRITCAL SUCCESS FACTOR FOR ECOMMERCE
- 21. TRANSACTIONAL MARKETING Interrupting someone’s flow of activity in order to gain attention TRANSFORMATIONAL MARKETING Earning attention organically, without interrupting anyone’s journey Press Releases Display ads Email campaigns Telemarketing Direct Mail Trade Shows Social Media Ads Advertising Content Marketing Thought Leadership Community Building Influencer Outreach Blogging Public Speaking Earned Social Media Lead Scoring and Nurturing FINDING THE RIGHT BALANCE
- 22. Because, sometimes the only way to succeed is to go a little crazy. “ - Dave Sutton @TOPRIGHTPARTNER /TOPRIGHT/IN/MARKETINGSCIENTISTS
- 23. @TOPRIGHTPARTNER /TOPRIGHT /IN/MARKETINGSCIENTISTS CONTACT ME DAVE@TOPRIGHTPARTNERS.COM TOPRIGHT, LLC 950 E PACES FERRY RD SUITE 2019 ATLANTA, GA 30326 +1 404.229.0234 MOVE.TOPRIGHTPARTNERS.COM/INTERRUPTED
Editor's Notes
- This book is intended to challenge marketers to change their ways... to transform marketing in a way that gives customers a reason to care, a reason to listen, a reason to engage, a reason to buy, and most importantly, a reason to stay.
- This book is intended to challenge marketers to change their ways... to transform marketing in a way that gives customers a reason to care, a reason to listen, a reason to engage, a reason to buy, and most importantly, a reason to stay.
- The Right Story, The Right Strategy and the Right Systems to execute and scale
- Tweet #HR4HR to help our friends in Puerto Rico, Texas and Florida for hurricane relief. T-Mobile’s donated $10,000 for every home run hit during the 2017 Major League Baseball Playoffs and $20,000 per home run during the World Series. Doubled-down for the World Series raising the donation to $2 per tweet up to $500,000 on top of the home run total. They set the all-time record for home runs in a postseason at 103 home runs—resulting in over $2.4M in donations to hurricane relief.
- Staples has sold over 8 million of these things.
- Toys R Us attempted to upgrade systems a little too late, as the company admitted it fell behind on its e-commerce systems Nearly a $100 million investment over the last three years geared toward jump-starting an online experience Systems have become their Story—rather than Systems enabling an authentic and relevant Story
- This is how you move to the TopRight, with the right Story, the right Strategy, the right Systems—all measured by looking through the lens of Simplicity, Clarity, and Alignment.