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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
@taranicholleTransformationalConsumer.com
Update: new, inborn human fear
@taranicholleTransformationalConsumer.com
@taranicholleTransformationalConsumer.com @taranicholleTransformationalConsumer.com
Disengagement
is
the #1 limiting
facto...
Engagement = love + respect = loyalty beyond reason
which translates to:
• DAU, WAU, MAU – Active Users
• Return visits an...
@taranicholleTransformationalConsumer.com
“Advertisements are now so
numerous that they are very
negligently perused, and ...
@taranicholleTransformationalConsumer.com
About me
@taranicholleTransformationalConsumer.com
Transformational Consumers see life as a never-ending series of
projects to live healthier, wealthier, wiser lives.
We hel...
@taranicholleTransformationalConsumer.com
How do you
build a
beloved,
engagement
engine of a
company? You’ll need:
1 truth...
@taranicholleTransformationalConsumer.com
Primal motivation
behind most
purchase
decisions:
TRANSFORMATION
One truth about...
Behavior change is hard, because: dopamine
The Personal
Disruption
Conundrum:
“I know what to do.
I need help making
myself do it.”
The 5 Characteristics
of Transformational
Consumers
1. Constant, rolling PDCs
2. Extreme growth mindset
3. Constant market...
Fact: The love of a Transformational Consumer for a brand is directly
proportional to the degree of change the brand helps...
Transformational Consumers represent
60%
of all US adults
$4T
USD annually
25%
of US consumer
spending
@taranicholleTransformationalConsumer.com
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 >...
@taranicholleTransformationalConsumer.com
Rethink your Customer.
1. Define the PDC/Problem from a
big, human perspective.
...
@taranicholleTransformationalConsumer.com
Rethink what you sell
From: Product
To: Transformation
1. You sell a transformat...
@taranicholleTransformationalConsumer.com
Rethink Your Marketing
From: Brand stories about you
To: High-value fuel for the...
Content + Marketing Should/Should Not:
Educate
Motivate
Facilitate
Activate
Translate
@taranicholleTransformationalConsumer.com
Rethink Your Competition
From: Other companies
To: Any obstacle on your Customer...
Transform Your
Teams
1. Create a fear-free
workplace.
2. Many teams, one
journey.
3. Enlist a squad of
change agents.
@tar...
Tara@TransformationalConsumer.com
Data, Trends + Insights Custom Research + Strategy Consulting Training + Thought Leaders...
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Learn more about marketing to the Transformational Consumer, the massive and growing group of people who view all of life as a series of campaigns to change their behavior for the healthier, wealthier and wiser.

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

  1. 1. How to Build and Market Products That Transform Speaker:Tara-Nicholle Nelson Marketing from Both Ends
  2. 2. Discuss: What are you afraid of? @taranicholleTransformationalConsumer.com
  3. 3. Two fears and two fears only @taranicholleTransformationalConsumer.com
  4. 4. Update: new, inborn human fear @taranicholleTransformationalConsumer.com
  5. 5. @taranicholleTransformationalConsumer.com @taranicholleTransformationalConsumer.com Disengagement is the #1 limiting factor of businesses.
  6. 6. 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
  7. 7. @taranicholleTransformationalConsumer.com “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
  8. 8. @taranicholleTransformationalConsumer.com About me @taranicholleTransformationalConsumer.com
  9. 9. 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
  10. 10. @taranicholleTransformationalConsumer.com How do you build a beloved, engagement engine of a company? You’ll need: 1 truth about humans 1 truth about business to rethink some things
  11. 11. @taranicholleTransformationalConsumer.com Primal motivation behind most purchase decisions: TRANSFORMATION One truth about humans
  12. 12. Behavior change is hard, because: dopamine
  13. 13. The Personal Disruption Conundrum: “I know what to do. I need help making myself do it.”
  14. 14. The 5 Characteristics of Transformational Consumers 1. Constant, rolling PDCs 2. Extreme growth mindset 3. Constant marketplace engagement: behavior- changing products and content 4. ISO healthy, wealthy, wise 5. Bias toward action
  15. 15. 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
  16. 16. Transformational Consumers represent 60% of all US adults $4T USD annually 25% of US consumer spending
  17. 17. @taranicholleTransformationalConsumer.com One truth about business Marketing only works on truly transformational products.
  18. 18. The power of transformation as lens for understanding what customers want 1. Aspirations > demographics 2. Human insight > data 3. Problem > product
  19. 19. @taranicholleTransformationalConsumer.com 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 @taranicholleTransformationalConsumer.com
  20. 20. @taranicholleTransformationalConsumer.com Rethink what you sell From: 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. @taranicholleTransformationalConsumer.com
  21. 21. @taranicholleTransformationalConsumer.com Rethink Your Marketing From: Brand stories about you To: 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. @taranicholleTransformationalConsumer.com
  22. 22. Content + Marketing Should/Should Not: Educate Motivate Facilitate Activate Translate
  23. 23. @taranicholleTransformationalConsumer.com Rethink Your Competition From: Other companies To: Any obstacle on your Customers’ Journey 1. Focus on your People (Customers). 2. Focus on their Problem. 3. Innovate from First Principles. @taranicholleTransformationalConsumer.com
  24. 24. Transform Your Teams 1. Create a fear-free workplace. 2. Many teams, one journey. 3. Enlist a squad of change agents. @taranicholleTransformationalConsumer.com “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
  25. 25. Tara@TransformationalConsumer.com Data, Trends + Insights Custom Research + Strategy Consulting Training + Thought Leadership

Learn more about marketing to the Transformational Consumer, the massive and growing group of people who view all of life as a series of campaigns to change their behavior for the healthier, wealthier and wiser.

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