ConversionCon: Improving Conversions Through Useful Content Marketing
What is Useful Marketing ?
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Transcript of What is Useful Marketing ?
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How a brand should behave today Brieuc Saffré
@_brieuc Oct. 2012
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Everything changed
Werealized
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Everything changed
Werealized
If not, look at
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The party example
...but how do we act now ?
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What did you do to the last party you’ve been?Were you the fun guy? Did you talk in the kitchen all
night long? Did you wear a great t-shirt ? Did you bring some great stuff?
...
What experience did you give to people?Will they remember you? If yes, why?
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Why does your brand exist ?
Your brand
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Who are you
?What are your beliefs and values ?
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The purposeof your brand
It’s your engine.
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Brand UtilityShared Value
PurposeRaison-d’être
Soul of the brand
Mission
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Your brand purpose must becomeyour guide
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«People don’t buy what you do,
they buy why you do it»
Simon Sinek
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The Golden CircleWhat What does your
company offer?
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The Golden CircleWhatHow How does your
company make it ?
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WhatHow
The Golden Circle
Why Why doesyour brand exist ?
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The life cycle of the product
Early adopters
Growth Selection End
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The life cycle of the product
MASSES
Before, marketers were focused on masses...
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The life cycle of the product
Early adopters
Now, in a digital world, as reputation is more
important than ever, you need to be focused on the early adopters...
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The life cycle of the product
Early adopters
tipping point
...to reach the
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The purpose
is a strength to recruit
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The purpose
is a strength to motivate
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The purpose
and to create a community
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Some purpose consequences
How to reinvent capitalism - Michael Porter January 2011 - Harvard Business Review
Company Productivity
Environnemental
impact
Energy Use
Water Use
Employee Health Worker
Safety
Employee Skills
Supplier access and
viability
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What’s the purpose of
these brands?
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Focused on mobility of people... They don’t only make cars anymore, they create the future.
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Is it still changing the status quo?
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Help people for their memories
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Democratize car sharing
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Understand
Observe your potential users
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Understand
Meet your users
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Find and bring a relevant solution
Understand
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The new key
The experience
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Bring quality everyday...
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It’s what you do, not what you say,
that matters.
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How to give a remarkable
experience
for the customer ?
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the Purple Cow
«You can't be remarkable by following someone else who's remarkable.»
Seth Godin
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Take their point of view
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Make your experience unique
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The experience is your purpose demonstration.
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7 dimensions
Play with them to give a specific memory to your user.
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Waouh ! dimension
You positively surprise.
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So beautiful dimension
You play on the aesthetic aspects of the experience.
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The already dimensionYou offer something that surpasses what’s existing today.
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Well thought dimensionEach details of the experience is
prepared and anticipated.
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Respect dimensionYour experience has a
significant social impact.
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Friendly dimension
You offer some positive, agreable or personalized interactions to your customers.
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Good offer dimension
Your benefit/price ratio is excellent or new.
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Some other tools
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To create a competitor free marketand leave the price war,
find your blue ocean.
The Blue Ocean Strategy
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the Wii exampleThe strategic
canevas enables you
to create another
valuecurve.
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Forget your
business plan,
only test and retest
your business
model canevas.
the business model canevas
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The contexts
The new targets.
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Some examples
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Target approach Context approach
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2010$ 1,8 billion $ 19 billions
Facebook Ads Google Adwords
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Click to discover the other examples
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« Brands need to see themselves as value creators, adding value to contexts where their value is appreciated and needed.They need to investigate and explore these contexts, surrounding their
brands and products, and take ownership of them.»
Helge Tenno
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If you think I can help you,you’re probably right
and I’ll be happy to do so.
You can visit
www.brand-utility.com
or send me a mail