PowerPoint Presentation

Awaken the Force.

I've been in marketing and service to consumers my entire career, taught by Anne Sadovsky to be obsessed with understanding customer behavior from day one.I was classically trained to think of my customers as consumers... consuming the products and services that I offer to them. They not only consume the products literally into their bodies or into their homes, but also into their lives. It was put into my marketing consciousness from my first days at S&S Properties in Dallas as a leasing agent at Timbercreek apartments. It's been a part of me ever since.But, abruptly, everything Ive ever known exploded and crashed. I have to change how I think.Yes, of course our consumers consume our products and services. They drink the coffee & Cokes while visiting our marketing centers, they sweat on our exercise equipment, they dive into our waterscaped pools, they wiggle their toes in our carpets, they live their lives within our walls.

In the process, they park in our parking lots, walk their furry kids in our dog park, pay rent on our websites, ride our elevators, . They also consume a wide range of information as they seek to consume our products.But with the advent of social media, they do a lot more than just consume our products.

They participate in our brand.When we post a picture on Facebook, they share it with their friends. When we tweet compelling information that will add value to their lives, they retweet it to their followers. When we upload a video to YouTube that makes them laugh, they view it and comment on it, and share it...hoping to make people just like them laugh too.

Consumers participate in our brand.And in doing so, we learn from them. They tell us what they think when they share, retweet, comment, and view. We get a glimpse into what's important to them, beyond just what our product delivers. We start to see what guides them every day, and we thank them for letting them into our lives.Our brand changes as a result. We adapt to their lifestyle and to their desires. We even change our products to better meet their needs. It's a social form of co-creation that marketers have never seen before.

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These days are gone.2

Instagram & Their Beiber Problem.

Instagram had slowed to a crawl for users across the globe, and the cause was always the same: Justin Bieber. Heres how it would go down:Bieber would post a photo, and so many Beliebers would Like itthat Instagrams computerscouldnt keep up.Bieber pic would receive so many Likes that the cache couldnt hold them. As the service fought to retrieve each Like from diskone by onethe database would grind to a halt and Instagram would lock up.s the company has expanded its infrastructurenow juggling more than 80 million photos and videos a day from more than 400 million people worldwideit has modified its underlying software so that it can avoid the Bieber bug and so many other glitches that commonly plague enormous online services.This is one small tweak to a vast online infrastructure. But alongside so many other tweaks, it helps provide a roadmap for other businesses as they expand their online operations to more and more users.

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A Participant-Thinking plan.Insight. Creativity. Media. Technology.

The new reality of marketing in the digital era and discuss why the participant marketing model will dominate performance marketing disciplines in the years ahead.The participant model of marketing illustrates the connections between brands and people, and people to people. Its underlying philosophy is that both the brand and the participant must function in new roles and with equal status. The model describes how participants, empowered by technology, are constantly spinning a wheel throughout the customer journey. The brand, also armed with technology, can capture demand at each point of the customer journey if they are engaged and prepared to facilitate connections.

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Be where your participants are.

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Sincere-Cause-Participant-ThinkingForward-thinkers must cultivate loyalty meaningfully.The NEW RULES of Sincerity & Sensitivity1. MEMORABLE (#Shareable, #Postable, #Likeable)2. Have it YOUR Way3. Listen & Learn4. Attitude Adjustment5. Technology6. Empathy

Forward-thinking companies must find scalable ways to cultivate loyalty through meaningful customer connections. Global competition is increasing in nearly every industry and brings with it a substantial rise in commoditization. However we define individualization, and whatever preferences a consumer may have about his or her interactions with a particular brand, what were ultimately discussing here is loyalty. Loyalty is emotional, not transactional. Its built on a foundation of trust and strengthened through a series of mutually beneficial interactions. And now more than ever, widespread customer loyalty will be the primary factor separating tomorrows industry leaders from the also-rans.

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Empathy Thinking.Understanding the Customers Journey.

A Customer Journey is the customers relationship with a brand as they continue to discover new options, explore their needs, make purchases and engage with the product experience and their peers.

- Forrester Research

Think Customer ExperienceManagement

This provides an effective means to create positive, memorable experiences that attract, convert, delight and retain customer advocates. How do you identify customer TOUCHPOINTS and those experiences?

Map em.

How to Build a map that Drives to You.Create a meaningful communication strategy that drives loyaltynot pushes a product.Integrated communication through all touchpoints.Operational strategy in-sync with supporting a customer-centric environment.Refine processes to be customer-focused to create CUSTOMER STAGES.

After a prospective resident has identified a need, they are likely going to make contact with your brand. This may be online, offline, a blimp, smoke-signals, the old standard drive-by, these days, options are limitless.Youll want to make sure that the brands strategic vision is being communicated to them at first contact and is something that will influence them positively validating that they want keep your product on their list as they go through the decision making process.Prospects, residents and employees should have a shared brand vision. This vision is communicated visually, through content, as well as in company culture. The journey map makes this clear.

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Plot Touchpoints.

Goals in plotting a Journey map.To be more customer-focused & customer-centric. To better understand the customer interactions within your organization.To align around a common cause.To speak a universal language (customers).To break down silos.To obtain a single view of the customer

And improve the customer experience.

Journey Maps guide Training.Who the customer is and whats important to them.What the customer is doing and feeling.Who the customer interacts with.What the customers expectations are in the moment.Where things are breaking down.Where things are going well.If and how the employee contributes at each touchpointWhat processes support each touchpoint or interaction.Which tools facilitate the interaction.

It also allows employees to compare and to visualize the actual experience to the ideal experience, i.e., reality versus what it should be or what its designed to be. The map provides a lot of information for coaching and training, really adding richness and detail that you wouldnt get otherwise. And because its a living, breathing document, it also provides a lot of opportunities for follow-up training to support the customer-focused culture.It also allows employees to compare and to visualize the actual experience to the ideal experience, i.e., reality versus what it should be or what its designed to be. The map provides a lot of information for coaching and training, really adding richness and detail that you wouldnt get otherwise. And because its a living, breathing document, it also provides a lot of opportunities for follow-up training to support the customer-focused culture.

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Think Emotional Signatures.

So yes, add this to your terminology book of yet another buzz word you need to learn about. Essentially your emotional signature is your plan of what you want your residents and customers to feel. Only you and your company can define what you want your customers to feel but you need to idenitfy what you want it top be and then craft your plan! Do you want your customers to feel educated? Do you want them to feel special? Do you want thme to feel valued? Pick ONE and then create a strategy to make sure you deliver that emoitional signature.

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ThinkPINK Culture.

Fresh of of Octobers Breast Cancer Awareness Month, lets spend time this morning to learn from this juggernaut. First, You Cry, a breast cancer memoir by journalist Betty Rollin is published. While some applaud her honesty, others are appalled by her disclosures.

When I was a 70s college student, breast cancer was a subject unfit for polite conversation. Women were expected to deal with the disease in silence. Things started to change when a few high-profile women decided to speak publicly about their breast cancer. These pioneers paved the way for support groups and public sharing of important health information.Since then, breast cancer awareness has exploded. Billions of dollars have been raised for education, research, and advocacy. The awareness campaign is a phenomenal success.

Early in 1992, Alexandra Penney, then the editor in chief of Self, was busy designing the magazines second annual Breast Cancer Awareness Month issue. The previous years effort, inspired and guest edited by Evelyn LauderEste Lauder senior corporate vice president and a breast cancer survivorhad been a huge hit. The question was, how to do it again and even better. Then Penney had a flash of inspirationshe would create a ribbon, and enlist the cosmetics giant to distribute it in New York City stores. Evelyn Lauder went her one better: She promised to put the ribbon on cosmetics counters across the country.

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Why PINK?PINK is the quintessential female color. The profile on pink is playful, life-affirming. We have studies as to its calming effect, its quieting effect, its lessening of stress. Pastel pink is a shade known to be health-giving; thats why we have expressions like in the pink. You cant say a bad thing about it.Pink is, in other words, everything cancer notably is not.

Breast cancer, unlike other health threats to women, was loaded: Its about body image, its about nurturingits certainly about femininity, she was quoted as saying. For women who feel this way, who experience cancer as predominantly a loss of womanhood, what better color to pin on than pinkgirlie, pretty, healthy pink?In fall 1992, Este Lauder makeup counters handed out 1.5 million ribbons, each accompanied by a laminated card describing a proper breast self-exam. They collected over 200,000 pink ribbon petitions urging the White House to push for increased funding for research.

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Cause Participant-Thinking.Purpose. Passion. People. Participate. POWer.

At the same time that the pink ribbon was becoming a national symbol, a sea change was taking place in American boardrooms. Beginning in the mid-1980s, the corporate world was discovering cause-related marketing. Carol Cone, founder of Cone Communications, was a major force in this development. Research underwritten by her small Boston-based public relations firm proved that, given the same cost and quality, more than half of consumers would switch from a particular store or brand to one associated with a good cause. Armed with this data, Carol Cone set out to teach America how to do well by doing good. In the late 80s, she engineered Reeboks successful adoption of the human rights issue. And in 1993, she set about helping Avon cosmetics stake out a claim on breast cancer.Today, breast cancer, and all that goes with it, is discussed openly. We have access to information and support systems. And we have the breast cancer awareness campaign to thank.Today there are over 100 national companies involved in breast cancer awareness. According to Susan G. Komen, the federal government spent $30 million on breast cancer research, treatment, and prevention in 1982. It now spends over $850 million per year.

Thats POWer.18

Cause Marketing. Think Influential.

$1.92B in 201589% Switchers42% Pay-Mores69% Millennial Yesses

Cause sponsorship is predicted to reach$1.92 billion in 2015, a projected increase of 3.7% over 2014.IEG Sponsorship ReportCause Differentiates-89% of U.S. consumers is likely to switch brandsto one associated with a cause, given comparable price and quality.2013 Cone Communications Social Impact StudyCause May Drive Premium Pricing- 42% of North American respondents reported theywould pay extra for products and servicesfrom companies committed to positive social and environmental impact.2014 Nielsen Doing Well by Doing GoodMillennials Want to Be Involved- 69% of global millennials want businesses to make iteasier for consumers to get involvedin societal issues.MSLGROUP Future of Business Citizenship

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Geek - Thinking ONE.Macy'sBelieve CampaignbenefitsMake-A-Wish via Beacons. Macy's will welcome customers to the store directing them to Santa's mailboxMacy's will encourage children to compose in-store letters to Santa from their mobile devices.Macy's will identify products that benefit Make-A-Wish.Macy's will ask shoppers for a donation that they can make right from their phones.

Beacon technology is "micro-location" as it's designed to work in a physical location (like a store) with your phone - specifically your retail apps. With a Beacon transmitter, businesses can better interact with smartphone-toting consumers in or near their stores. Sure, they can push coupons to them when they walk in the door, but they can also give them one when they linger in a particular aisle or over a specific product.Companies can even push reminders to consumers. "Last time you were on our website you were searching for a blend of coffee that we now have in stock."The tie-ins with cause marketing are endless, especially as more retailers adopt services likeApple Payso shoppers can make purchases directly from their phones.

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Wish List. http://social.macys.com/believe/

Geek - Thinking TWO: Second Screeners

Take a look back at search patterns to see what kinds of TV moments drove searches and what brands can learn from them.More than twice as many second screeners are searching for show-related info as are reading about it on social media.Marketers can create compelling campaigns by amplifying and adding value to what people are interested in when they turn to their second screens. TV viewers often want to know more about what they're watching, and brands can capture their interest in these moments of curiosity.

Leading up to last year'sOscars, the Google Play team looked at search behavior from previous award shows and found that searches for winning movies in each category peaked instantly, with heightened search interest lasting 15 minutes after the win. With that in mind,Google Play served dynamic, real-time ads congratulating each winner as the award was announced, right in the moment of highest interest. Using second-screen search insights as a starting point, the campaign saw a 19% increase in click-through rates for the real-time ads versus control ads.

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Geek - Thinking THREEBack to Bieber & MicroMoments.

Two-thirds of smartphone owners say they turn to their phones to learn more about something they saw in a TV commercial.1An effective TV ad can stimulate dozens of micro-moments, where your potential customer is looking for more: product specs, prices, details, or reviews. These mobile moments are great opportunities for brands to provide an engaging experience.Mobile has forever changed the way we live, and its forever changed what we expect of brands. Its fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences.

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MicroMoments.The new battleground.

Want-to-know.Want-to-go.Want-to-do. Want-to-buy.

MicroMo & Immediate Actions.

Smartphones allow us to act on any impulse at any time. We take immediate action whenever we want to learn, find, do or buy something.When we act on our needs-in-the-moment, our expectations are high and our patience is low. This makes the quality, relevance and usefulness of marketing more important than ever.Giana justified a higher-priced item while in-store.Standing in the drugstore aisle, Giana was puzzled by the price differences as she considered treatment options for a fever sore. When she turned to her smartphone to research the remedies, the information she found swayed her to buy the higher-priced item, which she wouldnt have otherwise bought.

Aggregate insightPurchase decisions can be influenced in the moment.1/3 of online consumers ages 18-34 say information discovered through search caused them to buy a more expensive product in a store if that product is more effective.

Marketing ImplicationProvide confidence when shoppers are ready to seal the deal.The moment of truth at the shelf now has a digital extension as people turn to their phones to learn more about the products they see. Brands can win these moments with timely and relevant information like product details and reviews.

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MicroMo Marketing Implication ONEOptimize for all moments, across devices.Consumers want what they want, when they want it. That means it's more important than ever to deliver a good first impression on mobile. But sometimes purchases happen over multiple devices, and consumers expect a seamless experience across them. Anticipate movement across screens en route to the sale, and implement measurement techniques to account for cross-device conversions. - GoogleThink

MicroMo Marketing Implication TWODeliver relevance, moment after moment.MicroMoments are critical within long consideration journeys. People chip away at bits of research in free moments, so marketers must consider new questions like: How can I be helpful at each of these moments and build consideration across them? Am I shaping preferences starting from the beginning? Do I offer the right experience for the face-to-face to screen to phone and beyond?-GoogleThink

And heres where we have to step out of our comfort zones.29

Making it Work for You & Yours.Analyze & understand your customers Journey.

Analyze & understand your customers MicroMoments.

Look ahead anticipate whats next.

Act and adapt to changing business and customer needs

Analyze and understand the customer journey.When youre capturing every customer interaction in great detail, the order of events matters. For example, what did a customer do after receiving a direct mail offer, or what action did he take before cancelling his service? That level of insight is only possible with specialized advanced analytics.Look aheadanticipate the next best action.Next, build on the deep understanding of customer behavior across channels to anticipate and adapt to individual needs. Data from your customer-facing apps and website interactions can show you what the customer wants in real time; adding in contextual data such as weather increases the relevance of your predictions. This level of anticipation of your customers needs is possible with the help of advances in predictive analytics and machine learning.Act and adapt to changing business and customer needs.To realize the full value of your data, you need to make all of your insights available to the people who design and build your customer engagement channels and experiences. You must be able to give developers easy access to the latest information, enabling them to build superior experiences that are tailored to each individuals changing needs. You must build an adaptive business. This is possible by building customer-facing apps that are more than transactional; apps that learn and adapt; apps that leverage the data and insights gleaned from powerful data models to individualize the customer experience.

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Making it work - Step ONE:The Basics

Hire associates committed to your customers needs.Train to deliver experiences not a scripted sales pitch.You get one chance to create that first impressionNames Use them frequentlyEnvironment Create one that is unique & memorableWords More powerful than you can imagine

First hire the right associates =- Melanie nailed it that you must start from within if you want to be genuine and successful. Train from the heart and not from a script look at the appearance of your staff yes it does matter. Teach your associates to use names often and make sure you get your customer to reciprocate. Make sure you create a welcoming or memorable environment and educate your associates on the value of the words they speak and the tone of their voice.

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Making it work - Step TWO:Value Creation

Diagnose what your customer needs. Listen and show genuine concern.Ask key questions so you can offer best solution.Feel what your customer feels.

Making it work - Step THREE.Surprise the customer.

Nurture customer loyalty.Create a human connection.Foster a friendly atmosphere.Define Emotional Signature & implement.Think of the extraordinary be different & unique.

The third, and I think the most fun step is to find ways to surprise your customer. Think of ways to bond with your residents and prospects, think about your emotional signature strategy and how you can incorporate something unexpected and fun Dont follow in the footsteps of your competition be different and unique.

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In ClosingWhat will your wordcloud say?Can you hang on a minute while I google you?

Tamela CovalTamelacoval@gmail.com