Getting From Trends to Transactions

Getting From Trends to

Transaction$

Brian E. GraconPresident, Brian Gracon & Associates, Inc.

Author, Meconomics® 101

Why Are You Here?

To learn about:

Trends and best practices in:BrandingMarketingConsumer Buying Habits

What you can do to turn these trends into transactions (sales)

Who are you?

Why should I buy from you?

Why should I check you out?

Let’s start with customers… because customers have the money…and questions!

Branding Marketing

Let’s start with customers… because customers have the money…and questions!

Buying Habits

Branding Trends

Reference: Paul FriederichsenBrandBiz Inc., The Blake Project

What Is a Brand Exactly?

Brand: the sum total of all

experiences associated

with the product

Identify with the hopes,

desires and needs of your

customers

https://www.linkedin.com/pulse/interview-brand-basics-paul-friederichsen/?published=t

Great Brands Are Known For …

Great SERVICE

Great EXPERTISE

Great TRUST

What Are the Top Brands in Service?

The top ‘customer-obsessed’ brands:

• Ritz-Carlton

• Trader Joe’s

• Harley Davidson

• Amazon

• Costco

• Zappos

• Dollar Shave Club

• Disney

• Netflix

Forbes “The 10 Most Customer-Obsessed Companies in 2018”

How Do Brands Benefit From Expertise/ Training?

Forbes “Brand Expertise Equals Leadership”

50% of customers are looking for expert advice on what to buy

73% of customers say product knowledge is what they need most

Sales people who engage with targeted product education sell up to 123% more

Where Do You Find Trusted Brands?

Entrepreneur “Secrets of the 10 Most Trusted Brands”

The 10 most trusted brands are:

• Amazon – Personal

• Coca-Cola – Happiness

• Fed-Ex – Keeping promises

• Apple – Instilling confidence

• Target – Great value

• Ford – Consistency

• Nike – Can do attitude

• Starbucks – Make connections

• Southwest – Fun and quirky

• Nordstrom – Service

Building a Trusted Brand

People buy from people they trust

Build a relationship

Be genuine

Be the brand

Be online

Be human

Solve, don’t sell

Suspicious of marketing claims

Listening

Advice

Ideas

Transparency

Consistency

Appreciation

Authenticity

So What’s the “Trust” Recipe?

How Do You Take Care of Your Brand?

3 keys: consistency, value

proposition and marketing

support

Differentiation to break

through the noise

Include reputation and crisis

management strategies

https://www.linkedin.com/pulse/interview-brand-basics-paul-friederichsen/?published=t

Marketing Trends

Reaching Your Prospects: A Balanced Mix

Online: priority and sustaining presence

Traditional: support online

Every situation is unique; what mix works best for you?

“Best Marketing” Examples

Recent“Best

Marketing” Examples

Entrance ExitRecent“Best


Recent“Best


Greg Hahn, CCO, BBDO New York

“They all have astrong voice, a POV, … a client that was willing to go outside of the tried and true… they were inherently right for the brand.”

What About YourMarketing?

Do you have a strong voice and a POV?

Do you go outside of the tried and true?

Are your ads inherently right for your brand?

Strategies Based On Consumer

Wants, Needs and Buying Habits

RETAILAPOCALYPSE

How Are They Doing That?

http://www.ulta.com/salon

http://clubtattoo.com

“It’s not just

a tattoo,

it’s a

lifestyle.”

“Inside everyone

is an incredible cook.”

https://www.blueapron.com

https://www.youtube.com/watch?v=ms4yxJcvW3s

Apple Watch 4:

“There’s a better you

in you.”

Self-image

Three Key Strategies(based on consumer buying habits)

http://www.myvidster.com/video/87494795/

Official_2017_Alfa_Romeo_Giulia_Super_Bowl_

Commercial_quo

Photo taken in Best Market, Newington, CT, August 5, 2016

https://www.ispot.tv/ad/AlFL/pringles-duck-lips

https://www.youtube.com/watch?v=BemlPbPG9B8

https://www.youtube.com/watch?v=fAnGbq-OtXo

Escape from

monotony

https://www.bing.com/videos/search?q=gnc+beat+average&view=detail&mid

https://www.bing.com/videos/search?q=gnc+beat+average&view=detail&mid


Self-image

Entertain

http://www.loreal.com/

http://www.greenbrier.com/

“Live your best life.”

https://www.youtube.com/watch?v=l4PW05WGjNQ

https://www.porschepassport.com/

“Experience Life As Few Know It.”

Self-image

Entertain

Indulgence


Marketing

Buying Habits

Branding

• Distinctive• Trustworthy• Consistent

• Strong voice, POV• Outside the tried

and true• Right for the brand

• Self-Image• Entertain• Indulgence

So What?

A Case Study:

The Carpet GirlSpringfield Township, New Jersey

Owner: Dianne Grossman

The Carpet Girl Business Results

Started in 2012

Has grown every year since then

Marketing

Buying Habits

Branding

BIG 4TH QUARTER:

“Is your home ready

for the holidays?”

BY APPOINTMENT

Marketing

Buying Habits

Branding

“Buying Habits” Moves

Intriguing

Deserving

Be Noticed

Unique

Have Potential

Trend-Setter

DIY

Tech-Savvy

Key Self-Images

Self-ImageMarketing

I deserve it: Yes, you do!

Trend-setter: The latest designs; create

Unique: Personal preferences enabled

Do-it-yourself: You’re in control, so experiment!

Be noticed: “Is your home ready for the holidays?”

EntertainmentMarketing

Discovery (always something new)

Entertainment-type incentives

Delight (and impress) your guests when you entertain

“Shadowbox” parties

IndulgenceMarketing

The high quality you (and your family and guests) deserve!

Satisfy your wants

Treat yourself

No compromising - get exactly the right look!

Visualization tools

Concierge service

Enjoyable and Simple sales processFeaturing “Discovery”

The best first

Every change: will it make the experience more fun (or less stress) for the customer?

ShopperExperienceFundamentals

How Can You Get Started?

Customer base self-image audit

Staff self-image audit → hiring, training, coaching

Sales process → entertain? indulgence?

[email protected]

Linkedin.com/in/ hirebriangracon

Facebook.com/brian.gracon

Twitter.com/briangracon

eSpeakers.com/marketplace/profile/32641

Getting From Trends to Transaction$

Getting From Trends to Transactions

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