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Make Me Love Your Brand, Not Tolerate It
TIM ALLEN
a bit of
history
@tallen1985Tim Allen
@tallen1985Tim Allen
Gain 100 customers
Lose 97 customers
3 new customers!
WOOHOO!
Something had to
change
I learnt to make customers
feel cared about
I learnt that customers are
people
“Give each person who walks through the door an
experience”
My old boss
@tallen1985Tim Allen
More than just
getting customers through the door
getting our customers to
love us
Average gym usage is
less than once a week
we
doubled
that
We reduced the number of those cancelling
memberships
Make Me Love Your Brand, Not Tolerate It
TIM ALLEN
ANALYST, DISTILLED
tim.allen@distilled.net
@tallen1985
Tim Allen
I hate…
SHOPPING
More so I hate…
SUPERMARKET
SHOPPING
You're being bombarded by every psychological tactic available to make
you spend more.BBC Watchdog
@tallen1985http://www.bbc.co.uk/watchdog/consumer_advice/supermarket_psychology.shtml
@tallen1985Tim Allen
Two for just £3.00
Normal Price £1.88
• £1.88 – Strawberries• £1.88 – Strawberries
• £3.76 Total
SAVING 76p!!!
OR
I JUST SPENT £1.22 MORE THAN PLANNED
ON STRAWBERRIES I PROBABLY WON’T EAT
Items the store really wants you to buy at eye level
Placing items to target kids at their eye level
Queue mazes
No one is forcing anything into my basket
@tallen1985Tim Allen
I still have choices
@tallen1985Tim Allen
@tallen1985Tim Allen
@tallen1985Tim Allen
Click icon to add picture
Sneaking Items Into The Basket
PIXMANIA
@tallen1985Tim Allen
@tallen1985Tim Allen
@tallen1985Tim Allen
@tallen1985Tim Allen
@tallen1985Tim Allen
Inflate the cost of my basket
I probably won’t feel valued as a potential long term
customer
Upsell the benefits
@tallen1985Tim Allen
I’d probably buy it
@tallen1985Tim Allen
@tallen1985Tim Allen
@tallen1985Tim Allen
Your brand is not what you sell, but how you sell it.
Opt In vs Opt Out
People are
LAZY@tallen1985Tim Allen
@tallen1985http://www.darkpatterns.org
They have my permission
but they didn’t ask for it
@tallen1985Tim Allen
@tallen1985Tim Allen
This might get you more email addresses
Before you run to your…
@tallen1985Tim Allen
We should make everyone opt out… our mailing list
will be 6 times bigger
What you didn’t say to your boss
@tallen1985Tim Allen
STOP
check yourself
are you focusing on the
right metric
NUMBER of email list subscribers?
@tallen1985Tim Allen
Subscribers that don’t engage are less valuable
than those that do
be transparent and easy to understand
stop worrying about email addresses
think about the
people
@tallen1985
focus on
who’s opening your emails
@tallen1985Tim Allen
Gmail open rates have dropped 20%
@tallen1985https://litmus.com/blog/48-of-emails-are-opened-on-mobile-gmail-opens-down-20-since-tabs
Tricking Customers To Spend More Money
2010
@tallen1985http://www.darkpatterns.org
@tallen1985http://www.darkpatterns.org
September 2013
have they changed their ways?
@tallen1985Tim Allen
@tallen1985Tim Allen
@tallen1985Tim Allen
@tallen1985Tim Allen
Tricking Me
@tallen1985Tim Allen
WON’T make me love you
@tallen1985Tim Allen
and will probably grab the wrong type of attention
@tallen1985Tim Allen
Times are
CHANGING
when people only tolerate your brand you
are at risk
November 2013
@tallen1985Tim Allen
@tallen1985Tim Allen
@tallen1985http://moz.com/blog/having-a-captcha-is-killing-your-conversion-rate
If Ryanair are shifting then surely this is a signal..
To Conclude
@tallen1985Tim Allen
Why do brands engage in this
trickery?
Short term focus
@tallen1985Tim Allen
Focusing on individual transactions
@tallen1985Tim Allen
remember
Consumers are becoming more savvy and cynical
@tallen1985Tim Allen
Be the brand giving better experiences
@tallen1985Tim Allen
Not the one waiting to be outdone
@tallen1985Tim Allen
KEY TAKEAWAYS
Think about people instead of one off
transactions
@tallen1985Tim Allen
Focus on better metrics
@tallen1985Tim Allen
Email open rates
@tallen1985Tim Allen
Conversion rates
@tallen1985Tim Allen
Thanks.Any questions?
TIM ALLEN
tim.allen@distilled.net
@tallen1985
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