Enthusiasts want to connect online with people who embrace their passions. The most passionate among them, the Brand Champions, are the catalyst that helps build your brand. Meeting the needs of Brand Champions requires thoughtful online strategies that leverage their passion for your brand and provide the tools to influence the online masses.
Drawing on experiences with Trek Bikes, Burton Snowboards, Old Town Canoe, VW, Wolverine and Travel Wisconsin, Bryan Rasch from Hanson Dodge shows how to create an online experience that stays fresh and compelling, and connects site visitors to your brand.
7. vs eMail, Internet, Word, Excel, PowerPoint, photos, video, music, publishing eMail, Internet, Word, Excel, PowerPoint, photos, video, music, publishing The best computer… ARTIST PROGRAMMER
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11. So how can you create Brand Champions? You must acknowledge their needs and desires and engage them throughout an entire spectrum of brand touch points.
14. If done right, your Brand Champions will spread the word for you, starting to feed the awareness side of the funnel
15. 2001 digital camera… 6 people I did research and finally bought my first digital camera Digital is great and the Canon S30 is a Great Buy Erik Joel Marianne Kathy Jim Chris “ Passive”
16. 2007 Digital SLR… Infinite… I still love Canon. Nobody could convince me otherwise. I want to share what I learned with others. “ Active”
24. Brand consideration is where a brand’s Web site can make a difference Consumers will go to each brand’s site they are considering and in a hope to get their questions answered
27. 72% have never visited Source: Hanson Dodge Web User Intercept Survey - Major Footwear Brand
28. 76% are researching or buying Source: Hanson Dodge Web User Intercept Survey - Major Footwear Brand
29. 68% will buy within a month Source: Hanson Dodge Web User Intercept Survey - Major Footwear Brand
30. 68% will buy at a store Source: Hanson Dodge Web User Intercept Survey - Major Footwear Brand
31. What is the value of your site? 100,000 unique visitors a month 76,000 are researching to buy 52,000 will buy within a month 35,000 will buy offline = $3.9M Sales 15,500 will buy online = $1.7M Sales Someone will get $5.6M worth of sales at $110 per pair of boots…
45. You’re now naked, consumers are exposed to the truths of your brand The brand and product needs to live up to the promises of marketing and the company needs be prepared to support the consumer
46. Most of the time consumers love their purchase…. Unless…
47. “ I have had nothing but problems with the XXXX I purchased on Christmas Eve and still haven't used. Not to mention, you don't answer your phone during business hours…. This is the third problem I have with service and parts... I am sure another company would be more than happy to have my business as well as all my coworkers/family/friends… ” “ I am now furious with your company…”
48. Negative also spreads quickly I made a big mistake!!! I want to make sure others don’t do the same thing… “ Active”
53. I really want a portrait lens Is there a good one I can afford? $89, that’s a deal!!!! Online Community = Buy 50mm f1.8 Brand Site = A list of lens, HUH?? Dealer = Don’t Have, Sells instantly Online Retailer = Great Reviews
70. In the end it is simple… FIND where your target consumers and brand champions are interacting online LISTEN to what they are saying to better understand what they want and need from your brand ENGAGE your users in a dialogue and create new ways for your consumers to interact with your brand EMPOWER your Brand Champions to create stories and lead conversations about your brand to actively influence others Source: Steve Rubel - www.micropersuasion.com
71. Give me feedback on this presentation. greenroom.hansondodge.com/mima/ My Contact Info: Bryan Rasch [email_address] 414-510-8455 Cell Linkedin.com/in/bryanrasch/