Tales from the Air - Looking at Your Consumers from 30,000 Feet
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Transcript of Tales from the Air - Looking at Your Consumers from 30,000 Feet
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Tales from the Air - Looking at Your
Consumers from 30,000 Feet
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Introductions
Chris Reighley Director of eBusiness @chrisreighley #BSUM
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Lets go on for a ride….
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What do Customers Want
Source: Shop.org
Question: How important are the following when shopping online?
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Mobile Device Ownership
Smartphones • Over 120 million
U.S. consumers own a smartphone. • Accounts for
more than half of all mobile phone users.
• Increase of 20 million in past year
Tablet Devices • Over 48 million U.S.
consumers own a tablet device. • 300% growth in
past year
Source: comScore
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What do our Customers want?
According to a recent study, customers buy online because:
• 81% shop online because they can shop any time of the day.
• 77% said they like to save time.
• 56% said they like it because they can find things easily.
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Black Box Model
Environmental Factors Buyer’s Black Box Buyer’s Response Marketing
Stimuli Environmental Stimuli
Buyer Characteristics
Decision Process
• Product • Price • Place • Promotion
• Economic • Technological • Political • Cultural • Demographic • Natural
• Attitudes • Motivation • Perceptions • Personality • Lifestyle • Knowledge
• Problem Recognition
• Information Search
• Alternative Evaluation
• Purchasing Decision
• Post-Purchase Behavior
• Product Choice
• Brand Choice
• Dealer Choice
• Purchase Timing
• Purchasing Amount
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WAIT A SECOND……
We are looking at the weeds.
Lets get back in the clouds!!
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Decision Process
Problem Recognition
Information Search
Alternative Evaluation
Purchase Decision
Post-Purchase Behavior
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Be A Problem Solver for your Customer
Our prime purpose in this life is to help others. And if you can't help them, at least don't hurt them. Dalai Lama
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What Type of Email are you Sending???
• When you are sending emails, what is the purpose? What part of the Consumer Decision Marking Process are you messaging to??
• Are you measuring your emails differently based on the type of emails?
• Are you only working the “Purchasing” decision with your emails?
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So, now what are YOUR PROBLEMS???
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Solve YOUR problems by Solving the CUSTOMERS problems
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Take Points: 1. Get out of the weeds and get into
the clouds – it’s about solving the customers problems.
2. When you communicate with a customer, what is the purpose? Do you recognize the decision making process?
3. Solve YOUR problems by Solving the CUSTOMERS problems.
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We will be know for the problems
we solve.
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Tales from the Air - Looking at Your
Consumers from 30,000 Feet