How DO you FEEL

Today?
Let me talk to you
 WHAT IS
MKTG?
(and why we could think about conversation)
"MARKETING is not the art
of finding clever ways to
dispose of what you make.

It IS the art of CREATING

genuine customer value."
Philip Kotler
CUSTOMER
VALUE?
 Or just a
CONVERSATION?
"WHO the hell
wants to hear
actors TALK?“
H. M. Warner, Warner Brothers, 1927
IN the Ubiquitous New TECH
Society there ARE many
CHALLENGES
but YOU can Build a better

CONVERSATION
p r o g r a m!
1999 - 2.009
CONVERSATION
it has a very
PROFOUND
c a p a c i t y
 A conversation’s characteristics include :

It’s person to person; not role 2 role. People use normal

language, not “corporate-speak.”

Both sides talk, and what one says is dependent upon what
the other has just said.

Both parties are engaged in joint problem solving; neither

is trying to win or prevail.

It’s designed to allow people with different views to learn

from one another.
KEEP yourself in CONTACT with:
YOUR customers
your employees
Your investors
your Critics
your FANS
Your competition...
ANYONE who has INTERNET
access and an opinion.
Travel FIRMS ARE NOT
Actors in THE
LEADING
ROLE!
TRAVEL Firms ARE
Actors in THE
SUPPORTING
ROLE!
 Clients
ARE in the Hot
Spot !
THEY PAY FOR IT
 However
The Travel Firm CAN Win an
Oscar As WELL
 MUST ASK QUESTIONS!
Is this business or marketing idea VALID?
Is there something UNIQUE or distinctive
about the Product and/or Service separating it
from substitutes and competitors?

Is there a clear MARKET for the product or

service?
 Are the FINANCIAL projections realistic and
healthy?

What are start-up costs and break-even points?

Are the key management & technical personnel

capable, and do they have a track record in the
industry in which they MUST compete?

Does YOUR PLAN clearly describe how those

providing capital will get their money back and make
a profit?
 The MKTGTool Kit
Traditional Marketing Tool Kit WEBMarketingTool Kit

Channels Tactics Channels Technology/Tactics

- TV/Cable - Coupons - Website - Personalization
- Radio - Customer Promos - Online Ads - Search
- Email - Site Merchandising
- Magazines - Tradeshow Promos
- Blogs - CRM System
- Newspapers - Sales Force
- Interactive TV - Web Analytics
- Outdoor Metrics
- Podcasting - Brand Reputation/
- Direct Mail - Reach - RSS Feeds - Monitoring
- Tradeshows - Frequency - Mobile Ads - Content Syndication
- Cold Calling - Business leads/ - Viral WOMM
- Networking - Prospects - Social Media Metrics
- Conversion Rates
- Cost Per Acquisition
THINK ABOUT YOUR MARKET!

Market SEGMENTATION involves

considering prospective buyers
IN terms of groups or Segments
that have COMMON needs and
will respond similarly to a
Marketing ConversAction.
How’s goin’?
UNIVERSAL
IDENTITY
kornfeind@gmail.com
me@mylastname.com
Mobile number
 Are you
talking to me?
 Then
TALK!
 Social Networks News &
Bookmarking Blogs Video Sharing

Photo Sharing Message

boards Wikis Virtual Reality

Social Gaming Podcasts

RSS Social Media Press Release
W h a t i s m a r k e t ing conversation?

IS ABOUT TALK 2 UR CLIENT

73% of active online users have read a Blog
45% have started their own Blog
39% subscribe to an RSS feed
57% have joined a social network
55% have uploaded photos
83% have watched video clips

Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000
respondents from 29 countries, *using internet at least every other day
 TALK
openly
ABOUT
YOU and YOUR
FIRM!
You CAN LEARN what people are saying about YOU
You can CREATE buzz for events & CAMPAIGNS
You CaN INCREASE brand exposure
You cAn IDENTIFY and recruit influencers to
spread YOUR Message
You can FIND new OPPORTUNITIES and customers
You Can SUPPORT your products and services
You CAN IMPROVE your search engine visibility
You can GAIN competitive INTELLIGENCE
YOU CAN GET your message out fast
You Can RETAIN clients by establishing a
personal relationship
You CAN BE an industry LEADER not a follower
Observe
and
LISTEN
SOCIAL MEDIA HELPS YOU
91% say consumer reviews are the #1 aid to buying decisions
JC Williams Group

87% trust a friend’s recommendation over critic’s review

Marketing Sherpa

3 times more likely to TRUST peer opinions over advertising for

purchasing decisions
Jupiter Research

1 word-of-mouth CONVERSATION has impact of 200 TV ads

BuzzAgent

* Slide courtesy of Digital Influence Group

YES YOU
CAN 
YOU CAN connect
and interact with
friends, colleagues
and fans.

Facebook and
MySpace pages
provide a micro site
for YOUR
BUSINESS within
the social
framework.
Your Client can see
yourself and Your
products as WELL.

YOU can share

experiences, You
can SUGGEST a
vacation or the right
itinerary for a
specific Trip.
You can update
your clients
about your last
INITIATIVE

YOU can debate

and CO- Create
new products
with your
CUSTOMERS.
You can follow
YOUR
CUSTOMERS on
the Micro Blog or
either let them
follow your firm
for events and PR
Meetings.
Or Just TALK
Company Run SEMINARS
Audio Tapes/DVDs
TRAINING
MEDIA Interviews (TV, radio, podcast)
Guest SPEAKER
Excellent ONE to Many medium
 It’s a fact
CONVERSATING require dedicated
resources: Time, SKILL, and meaningful spend

Product/Service

The CONVERSATION Brand/

Business STRATEGY Marketing

eStrategy
 DO NOT Keep
your CLIENTS in
The BOX
WIDGET
& RSS
are
TALKING
 CUSTOMER Integrated
Into Process
BEFORE AFTER
MONOLOGUE DIALOGUE
One way One-to-one marketing
Mass communication Real-time
STATIC DYNAMIC
No interaction among customers Collaborative
Shotgun approach Segmented
Hard to identify customers Rich customer interaction
Hard to manage customers Rich customer data
 Today
INTERNET demographics Means
“…IDENTIFING, understanding,
collaboratively CREATING, and

meeting a segment of human

and SOCIAL NEEDS, wants, desires,

WISHES DIGITALLY.”
 Text
GENERATION

FACEBOOK
GENERATION

TechnoAger
GENERATION
Marketing (and selling) begin to
work when a conversation
moves away from being a role-to-
role exchange of capabilities,
contracts, and costs, and
becomes a person-to-person
interactive dialogue about ideas,
beliefs, and perspectives.
 NOT
It is the strongest of the
species that Survives, nor the
MOST intelligent that survives. It
is the one that is the most
adaptable to change.
Charles Darwin
“[Digital] is the centerpiece of a
broader campaign. I think that’s become
a real integral part of how we use the
web, moving beyond just promoting web
addresses in TV spots or print ads to really
making them a critical part of the
storytelling for the brands.”
Rob Master
Media Director, North America
Unilever
March 2008

Source: Advertising Age - http://adage.com/article?article_id=125663

“Something remarkable is worth talking
about. Worth noticing. Exceptional. New. Interesting.
It’s a Purple Cow. Boring stuff is invisible.
It’s a brown cow. … Remarkable marketing is
the art of building things worth noticing right
into your product or service.”
Seth Godin
Author / Speaker / Marketing Expert
Purple Cow 2002

Source: Purple Cow / Seth Godin / Page 3

 FOLKS How’s
goin’?
DO we FEEL
Better?
Market segmentation
involves considering
prospective buyers
in terms of groups or
segments that
have common needs
and will respond
similarly to
a
Marketing action.
 Socio-Cultural Factors
Demographics
Consumer TASTES & preferences
Purchase Decision Drivers
Hopes
Source: Treasure Hunt: Inside
Fears the Mind of the New Consumer,
Loves Michael J. Silverstein with John
Butman, (Portfolio, 2006)
Experiences
Income Distribution
Lifestyle Changes
Education Levels
 Socio-Cultural Factors
ATTITUDES
Toward Foreign Goods & Services
Toward Foreign Workers & Suppliers
Consumerism
Regarding the roles of men & women within the society
Toward youth & their behavior, capabilities, etc.
Strong/Weak toward green issues
Language impact upon diffusion of goods
& services into markets
Leisure Time
Population’s lifespan
Average Age of Population
Wealth of Older Generations
 Generation Y
76 Million people born between 1978 - 2000
Millienials, Net Generation, Echo Boomers,
Google Generation, iGeneration
Ongoing debate about where to begin and
end a GENERATION.
 NOW
Where the HELL
my Customers
Are?
TRAVELLING?
AT HOME?
FISHING?
FLYING?
DREAMING?
Here They Are!
Marketing landscape
 AND
What the HELL
they
Are
Doing?
CONVERSATING
 Conversational MKTK
is nothing new. It’s basically THE concept that
PEOPLE respond better 2 LOWERED voices

spoken IN credible TONES than they

do 2 THE Aggressive in-ur-face
Mktg speak as is evidences in everything
from TV ads to the blabla of SO many
Website.
onversational MKTG is
THE engagement of social media
by A corporation to promote their
product or brand. It differs from
traditional forms of "customer
touch" because THE Company
may ENTER into AN online
dialogue which is stored publicly
in A FORUM or blog
 CONVERSATION MKTG builds on
the IDEA that we, as businesses, need 2 talk
2 our customers in a human voice. We
need 2 MOVE away from THE
corporate PR voice and adopt a
friendly, more transparent approach 2
the SALES and marketing of our products
and services.
76% of Consumers don’t believe
that companies tell THE
truth in advertisements
Yankelowich,2006
The truth is THAT consumers (and
purchasers or corporate decision-makers)
are literally bombarded with
messages of all kinds and the law of
large numbers (send more messages and
expect greater results) is increasingly less
efficient under these conditions.
“ The awful truth ABOUT marketing is that
it broadcasts messages to people
who don’t want to listen…. much of
business communication is written in
contrived and artificial language,
supposedly designed to impress, but
actually signaling just how impersonal the firm and
its professionals are.” David Maister & Lois Kelly

AS the authors of The Cluetrain

Manifesto (Perseus Publishing, 2000)
suggest, it’s TIME we stopped thinking of
-way propaganda
marketing as a one
campaign.
 From Stranger to Friend,
Friend 2 Customer and

Customer 2 Loyal
Customer
But…
 58% believe
what “a person
like me” says
about an
organization
(up from 51% in 2007)

LEAST CREDIBLE (IN THE US): corporate or product advertising (22% of ages 25-34) SOURCE: 2008 Edelman Trust Barometer
 78% aged 35-64
and 83% aged 25-34
were “likely to trust what they
have seen, read or heard
about a company if someone
they know has already
mentioned it to them.”
LEAST CREDIBLE (IN THE US): corporate or product advertising (22% of ages 25-34) SOURCE: 2008 Edelman Trust Barometer
 56% of those aged

35-64 and aged 63%

25-34 were “likely to share
their opinions and
experiences about
companies they trust or
distrust on the web.”
LEAST CREDIBLE (IN THE US): corporate or product advertising (22% of ages 25-34) SOURCE: 2008 Edelman Trust Barometer
 Curiosity
Killed the Cat
But… keep
the BUSINESS
Alive
Now…
TIP Instead of preparing a single promotional e-mail addressed to all
OF your clients, it could be advantageous to prepare one for each
THE customer group. In this case, you could write one for men and
another for women.
DAY
Create two e-mails that will each have a powerful message per
customer group, a separate e-mail subject title and different
originators to optimize the open rate.

Next, create separate landing pages for each customer group; this
will boost the consistency between the message sent and the offer
displayed on your site. Lastly, present a product catalogue
customized per target group.

Your conversion rate will be much higher than it would be for a

single, invariable campaign addressed to all your customers.
This is a simple example but it illustrates the concept.

You can apply this strategy with even greater segmentation to

customize and optimize your campaign for many customer
segments.
 kornfeind@gmail.com

Alex Kornfeind provides

consulting services which helps
company's currently operate within
the constraints of 1.0 BUT B ready 2
exploit THE converged 2.0! Our
deliverables assist U in the
move from separation, isolation n
solitude 2 relationship,
engagement and conversation.
Special thanks goes to Mr. Clooney, Mr.
Pitt and Tactica, AFC Vancouver,
Forrester Research, Advanced Media
Production, 3Rsales, Napa Consulting,
Brain Traffic, Toni Fish, Tuğçe Esener,
Seth Godin, Brand Dialogue
Usefull resources:
PR 2.0 BrianSolis.com - Social Media Today socialmediatoday.com - Social Media Trader socialmediatrader.com
Web Strategy by Jeremiah web-
web-strategist.com/blog - Online Marketing Blog toprankblog.com
Groundswell Blog blogs.forrester.com/groundswell - Chris Brogan chrisbrogan.com - Micropersuasion micropersuasion.com
Six Pixels of Separation twistimage.com/blog - PR Squared pr-
pr-squared.com
Groundswell Blogblogs.forrester.com/groundswell/2007/12/the-
Blogblogs.forrester.com/groundswell/2007/12/the -post
post--method.html - Shannon Paul's Blogveryofficialblog.com
Measuring the influence of social mediaslideshare.net/DigitalInfluence/business-
mediaslideshare.net/DigitalInfluence/business -impact
impact--of
of--social
social--media
Social media Is....slideshare.net/leewhite/social-
Is....slideshare.net/leewhite/social -media
media--is - What the F**K is social mediaslideshare.net/mzkagan/what-
mediaslideshare.net/mzkagan/what -the
the--fk
fk--social
social--
media
The Social Media Manifestobriansolis.com/2007/06/future-
Manifestobriansolis.com/2007/06/future -of
of--communications
communications--manifesto
manifesto--for.html
1. Bruce DeYoung, Marketing Your Charter Boat Enterprise: Putting Relationships to Work, Information Bulletin 206 (Ithaca, New
Ne w
York: Cornell University, 1987).
2. Leonard Berry, "Relationship Marketing," in Perspectives on Services Marketing (Chicago, Illinois: American Marketing Associa
Asso ciation,
tion,
1983).
3. Bruce DeYoung and William Boldt, "Relationship Marketing: Putting Relationships to Work," in Cornell Cooperative Extension
Marketing Manual, William Boldt, ed. (Ithaca, New York: Cornell University, 1988).
4. Barbara Bund Jackson, "Build Customer Relationships That Last," Harvard Business Review, LXIII (November-
(November -December 1985),
120--28.
120
5. Theodore Levitt, "After the Sale," in The Marketing Imagination (New York: Free Press, 1983).