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HOW TO THINK LIKE A MARKETER,
CONVERSION RATE OPTIMISATION LESSONS FROM
GLASTONBURY 2014 PERFORMANCE
CONVERT LIKE A NINJA AND SELL LIKE
A SUPERSTAR
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D O L L Y P A R T O N ‘ S
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• Dolly Parton absolutely nailed her Glastonbury performance and for many at the festival in 2014, she became the darling of the event. She left fans gagging for more…
• But why was she so well regarded following her performance and what can the way she approached it teach marketers about optimizing their websites for more conversions?
Here are 7 tips from Dolly Parton, to help you think like a marketer, convert like a ninja and sell like a superstar.
CONTINUE READING TO FIND OUT...
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TELL YOUR (PERSONAL) STORY 1 Dolly introduced most her songs by telling a personal story and linking it to the song before singing.
• The point here is that Dolly’s open sharing and telling of a real story engaged the audience, much like a website should tell an engaging story to customers.
• One website which tells a personal story and the story of its products very well is Saddleback Leather Company you can learn a thing or two from them.
TELL YOUR (PERSONAL) STORY
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IT’S ALL ABOUT YOUR CUSTOMERS 2 GET THEM INVOLVED
Throughout the performance Dolly Parton got her audience singing along at any given chance.
• This crowd participation is similar to the way that marketing now works, in the digital age.
• It is no longer a one way street, where we push marketing messages out to prospects and customers.
• Marketing is no longer about you, your products or services anymore.
IT IS ALL ABOUT YOUR CUSTOMERS, GET THEM INVOLVED
“It pays to involve the customer... ...Get her to participate.”
David Ogilvy
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She did her homework, she phoned friends who had performed at Glastonbury before and asked them what the experience was like, how the crowd was like, she interviewed her managers and
aides, to get as much information as possible about the festival, the crowd, etc.
GO ALL “MI5” 3 DO YOUR HOMEWORK, RESEARCH YOUR MARKET &
GATHER INTEL ON YOUR CUSTOMERS
Do the same for your business.
• Understand what makes your audience tick.
• Understand what it is like for your customers.
• Find out what their hot buttons are.
• Find out what keeps them up at night.
RESEARCH YOUR MARKET, GATHER INTEL ON YOUR CUSTOMERS
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ASK YOUR CUSTOMERS WHAT THEY WANT 4 Dolly surveyed her customers before the show about what they wanted to hear and put together
a medley of all the songs - now that’s people power! The result was a crowd singing along, engaged and loving every minute.
• They will tell you what they want to buy, how they want to buy, how much they are willing to pay, how they want to be served and more.
• Ultimately surveying takes the guesswork out of marketing, and why guess when you can know?
ASK YOUR CUSTOMERS WHAT THEY WANT
Survey your customers:
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OVER-DELIVER ON YOUR PROMISE 5
• Before singing Islands in the Stream the audience thought Dolly was stopping, but when she carried on with one of her biggest hits the crowd absolutely loved it and once again joined in.
• People love extras and freebies, even if they are expected, so why not wow your best customers with a bit of generosity?
• For instance, your customers already love and trust Amazon, so why not partner with Amazon and reward your best customers Amazon gift vouchers?
• A good performer always leaves her audience wanting more and when they think it’s all over, is ready for an encore that leaves everyone on a high.
OVER-DELIVER ON YOUR PROMISE
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DON'T FORGET THE BOTTOM LINE... 6 Intermixed with the classic hits and crowd participation Dolly even managed to plug her new album and up-coming world tour, seamlessly weaving in a free tasters for the crowd.
• Don’t be timid, up-sell your customers on new & related products.
• Not all of them will take you up on the offer, but the few that will, add to your bottom line.
• Remember this “Timid sales men have skinny kids”
ASK FOR THE SALE THEN UPSELL
ASK FOR THE SALE , THEN UP-SELL
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FINALLY … 7 PERSONALISE
During the after show interview, in her words she said “… there was a lot of crowd out there, but I was just trying to pretend it was one single person…”
• This is exactly how you should treat every customer interaction to your website. Treat them as individuals, not like a faceless mass.
• Personalize experiences for your customers as the days of mass marketing are long gone.
• By thinking of and treating the crowd as one single person, Dolly made each member of the crowd feel the experience was for them alone.
• Do the same for website, make visitors feel like individuals.
PERSONALISE THE EXPERIENCE FOR YOUR CUSTOMERS
