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Erin Everhart of Home Depot #SEJSummit: The Psychology of Marketing
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Transcript of Erin Everhart of Home Depot #SEJSummit: The Psychology of Marketing
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#SEJSummit@erinever
Erin Everhart
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Senior Manager, Media StrategyHome Depot
@erinever
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3 Takeaways1. A linear path-to-purchase no longer exists
2. Appeal to customers’ emotion over logic
3. Properly market SEO to your stakeholders
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We have a serious attention-span problem.
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Can we get a little more credit, please?
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By Brand By DiscountBy Retailer
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Social Media
TV/Radio
SEO
Display
SEM
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Intent is more important than demographics
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head
heart
desire
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People feel first and think second.
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“The people already want to watch the show.”“That isn’t good enough! They have to be so scared to miss it!”
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Trust us. We’re doctors.
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People listen to their friends
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And people they don’t even know• 79% of consumers trust online
as much as personal recommendations
• 90% of customers say online reviews influence their buying decisions
• Reviews can produce, on average, an 18% increase in sales
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Show reviews through the entire journey
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“Your neighbors are doing better than you.”
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“You can make more friends in two
months by becoming
interested in other people than you can in two years by trying to get other people
interested in you.”-Dale Carnegie
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Surprise them with the unexpected
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So. What’s in it for me?
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“Hey, John, that's weird. That glass looks half full to me.” “Wow, now that you mention it, it is half full.”
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Get them to commit
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Show impact on overall business
“Not my job”
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Stop them drowning in data
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Ultimately, you show what’s in for them
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Thank You!
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Erin EverhartSenior Manager, Media Strategy
Home Depot
@erinever