Integrating the physical eXperience with the virtual

eXperience

Anyone with a point of few can now express it…

beware they have nothing to lose.You, on the other hand, have everything

to lose [or gain].

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

THE manual

Cluetrain Manifestohttp://www.cluetrain.com/Published 25 Feb 2000Rick Levine, Christopher Locke, Doc Searls and more

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Introduction

Markets are conversations 3 types of conversation going on [badly]:

1. Inside your organization2. With your organization3. Outside your organization

Badly? Why? Command & Control Honest Direct No Bull Transparent Human Voice NOT Business Speak Are you talking TO or WITH your

customers? Are you listening to THEM?

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

right here, right now

the consumer is now in control – work WITH them or they’ll work with someone else

worse thing about NOT listening to your customer is your COMPETITOR is!

no longer about Quantity BUT Qualitymarkets are conversations

NOT self promotionhumanization is the new order

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

your customeryours?

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Who’s REALLY in control?

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

The Customer

Who owns your brand?Really?Who NEEDS who?

Can you really SELL them what YOU (expert) believe?

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Where are YOU?

Do you motivate your staff to speak human speak on your behalf?

Do you think you converse through e-mail, brochure, Web Page, mission statements? Conversation = 2way!

Lighten up – where’s the humour gone?(not jokes – Virgin – Apple used to be funny… oh & more popular)

Step DOWN and talk to the people

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the evangelistviral marketing & WOM

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

manual #2

Creating Customer Evangelists

How Loyal Customers Become a Volunteer Sales Force Published 02 Oct 2002Ben McConnell & Jackie HubaBlog: http://www.churchofthecustomer.com/blog/

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Bar & Nightclub Industry

Our market is saturated with choicesAnd they keep launching more types of

drinks!Today you market drink x tomorrow y

and you complain about lack of loyalty?

How do you sell a brand that is unknown to the public?

Maybe you don’t…

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

the state of advertising

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Advertising

$400 billion is spent on advertisingReturn: single digit metrics in returnOnly 7% consumers think ads tell the

truth (Forrester)Consumers see 3-5 THOUSAND

messages per day (irrelevant & useless)

78% of advertisers claim traditional advertising has become less effective

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

New Advertising

Educate the consumerHelp them DON’T interrupt

themMarket context not contentFind consumers who want to

listenGive them value / help them

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

the experience

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

The Experience

Product, Service, ExperienceUnder promise – over deliverMaximize SatisfactionMinimize SacrificeDifferentiateTheatre

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Marketing the Physical Experience

Joseph Pine & James Gilmore, The Experience Economy:

Work Is Theatre & Every Business a Stage

Anything and anyone visible to

the customer is an act of theatre.

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Marketing the Physical Experience

Joseph Pine & James Gilmore, The Experience Economy:

Work Is Theatre & Every Business a Stage

Look outside the boxLook outside the IndustryRedefine everything…Minimize consumer sacrificeMaximize consumer satisfactionMoments of truth

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Social media

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Social Media

Instant Messaging / ChatsBlogs & Podcasts & VBlogsRSS feedsE-mail? Future? ControlRecommendations WOM / BUZZRating – Highest viewsRating – Highest favouritesRating – Highest Commented

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

why e-mail? everyone else is…

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Email? Newsletter?

Forget it – they have Open Rates U U U U U Spam Continues – deleting e-mail But consumers want RELEVANT

information Seed the discussion (forum/bulletin

board) Talk TO them NOT at them Use RIGHT channel: RSS? Email? Podcast? frequency – which one? Don’t ask me

Ask…

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Social Media

Consumers SHARE everything: PHOTOS – family, private, business VIDEO – same again MUSIC – iPod & iTunes (legal)… the

rest? KNOWLEDGE – Wikipedia

Conversation is ongoingThey are talking about you…You could be there…You SHOULD be there!

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Marketing online

Success in marketing online generally is not about masses and masses of

eyeballs. It's about the right eyeballs at the right time

(i.e. targeted niche media wins vs broad reach media.)

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Marketing online

No longer about being BIGSmall & excellent

niche markets(you can’t please everyone – so why try?)

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Web 2.0 “tools”

ProfilesVideo AudioCo-creationUser generated contentWidgetsShare everythingConnect with those connecting the

most

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Social Networks

Basic human need to connect We are social creatures

Basic human need to share People love to share – number of blogs Open Source Movement User Generated Content

Enhanced Knowledge Co-creation

Online Identity - profile Viral Nature

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

different rules of engagement

60% of trendsetters and 33% of mainstream 14-34 year-olds have a social networking page source: TrendCentral, May 2006

never break their trust Communicate honestly, accurately and openly

do not be part of the establishment, but draw upon the establishment’s strength

Stand for freedom vs. control Amplify their energy and enable their causes

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

different rules of engagement

development and marketing cannot be separated in order to create viral adoption

Offer consumers what they want and need Involve consumers in the decision making Develop an open dialog with consumers, draw

upon their ideas and innovations

Tap into high-frequency social interactions, as well as week connections to others

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

MySpace – surprised?

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Integrate physical& virtual

experiences

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Integrating the Physical & Virtual Experiences

SOCIALNETWORK

STAYINGCONNECTED

marketing thephysical experience

marketing the virtual experience

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Niche ExclusiveASmallWorld

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ProfessionalLinkedIn

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SocialMySpace

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Prof/Social ?Facebook

for how long?

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Micro BloggingTwitter

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Photo SharingFlickr

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Bring it togetherSpock

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So…

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Suggestions

Ask dumb questions It’s all about the questions:

What makes consumers come to my place? How can I help THEM improve the experience? What added value to the CONSUMER does

each member of my team bring? What added value to the CONSUMER does

each event/promotion bring? What makes a CONSUMER recommend us? How can I be with them online? What can we do that has never been done?

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

B2B - back2basics

The onion ring Guinness – what’s the

secret? 2 ears, 1 mouth so… listen THEN

speak/act

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

random thoughts – useless hints

Avoid software. The problem with software is that everyone has it.

Don’t clean your desk. Everyone does it. Don’t build processes. Everyone does it. Don’t hire expert barmen. Everyone does it. Hire

real people & teach them to pour drinks. Don’t lower your prices, happy hours, weird

cocktails – everyone does it. Sell an experience.

CREATE THE EXPERIENCEvery few do that.

© Copyright 2006 IGMarketing 07 March 2007 – Las Vegas

Begin anywhere.Not knowing where to begin is a common form

of paralysis.

John Cage – who?find out

IGMarketing thank you

www.ig-marketing.com

Nuno Machado Lopesnuno.lopes@ig-marketing.com