Marketing From Both Ends: How to Build Products and Marketing That Transforms

How to Build and Market Products That Transform

Speaker: Tara-Nicholle Nelson

Marketing from Both Ends

Discuss:

What are you afraid of?

@taranicholleTransformationalConsumer.com

Two fears and two fears only


Update: new, inborn human fear


@taranicholleTransformationalConsumer.com @taranicholleTransformationalConsumer.com

Disengagement is

the #1 limiting factor

of businesses.

Engagement = love + respect = loyalty beyond reason

which translates to: • DAU, WAU, MAU – Active Users• Return visits and time onsite/in-app• Repeat purchases• Word of Mouth and Net Promoter

Score• Ratings and reviews• Likes, views, votes, shares• Ad revenue• Sales revenue• Customer Lifetime Value


“Advertisements are now so numerous that they are very negligently perused, and it

is therefore become necessary to gain attention

by magnificence of promises, and by eloquence

sometimes sublime and sometimes pathetic.”

—Samuel Johnson, 1759


About me


Transformational Consumers see life as a never-ending series of projects to live healthier, wealthier, wiser lives.

We help companies reach and engage Transformational Consumers: the most valuable, least understood customers of our time.

Data, Trends + Insights Custom Research + Strategy Consulting Training + Thought Leadership


How do you build a beloved, engagement engine of a company? You’ll need:

1 truth about humans1 truth about businessto rethink some things


Primal motivation behind most purchase decisions:

TRANSFORMATION

One truth about humans

Behavior change is hard, because: dopamine

The Personal DisruptionConundrum:

“I know what to do.I need help making myself do it.”

The 5 Characteristics of Transformational Consumers

1. Constant, rolling PDCs2. Extreme growth mindset3. Constant marketplace

engagement: behavior-changing products and content

4. ISO healthy, wealthy, wise5. Bias toward action

Fact: The love of a Transformational Consumer for a brand is directly proportional to the degree of change the brand helps them make.

Tool

MediumSocial Actor

Transformational Consumers represent

60%of all US adults

$4TUSD annually

25%of US consumer spending


One truth about business

Marketing only works on truly

transformational products.

The power of transformation as lens for understanding what customers want

1. Aspirations > demographics

2. Human insight >data

3. Problem > product


Rethink your Customer.

1. Define the PDC/Problem from a big, human perspective.

2. Become the expert on their Journey.

3. Align every team, product, initiative to the same Customer Journey.

From: Existing customer base and target buyers of your product

To: Anyone dealing with the problem you exist to solve



Rethink what you sellFrom: Product

To: Transformation

1. You sell a transformation, not a product.

2. Problem-first > product-first.3. Use the story spine as a change

management tool to go from product-first to product-first.



Rethink Your Marketing

From: Brand stories about youTo: High-value fuel for their Journey

1. Shift marketing priorities from growth to engagement.

2. Shift marketing from about you to for them and their journey.

3. Use Customer Journey insights for content and marketing, from strategy to language.


Content + Marketing Should/Should Not:

EducateMotivate

FacilitateActivateTranslate


Rethink Your CompetitionFrom: Other companiesTo: Any obstacle on your Customers’ Journey

1. Focus on your People (Customers).2. Focus on their Problem.3. Innovate from First Principles.


Transform Your Teams1. Create a fear-free

workplace.2. Many teams, one

journey.3. Enlist a squad of

change agents.


“Oh, you hate your job? Why didn't you say so? There's a support group for that. It's called EVERYBODY, and they meet at the bar.” ― Drew Carey

[email protected]

Data, Trends + Insights Custom Research + Strategy Consulting Training + Thought Leadership

Business

Marketing From Both Ends: How to Build Products and Marketing That Transforms