Global Summit Mkt & Digital 2024

Global Summit Marketing & Digital

February 2024, Lazise

Index

🎨 Think different with the Six Thinking Hats

💡Start with why!

Thank you

💡Brand Identity B2B

💡From products to needs

🔨 Conversational Mkt

🔨 Social Media

🔨 AI

🔨 Others

🧚 Interesting agencies and software

Start with why

Start with why

To be remembered, the brand must offer a view of the world. It must take a position and tell a story to excite and convince. The stronger the position, the more it will be remembered, even at the risk of antagonizing part of the public. Trying to be friends with everyone is noise within noise.

WHY?

How?

Golden circle model

Simon Sinek’s theory of value proposition:

• Your WHY is your purpose, cause, or belief.
• It’s HOW you bring your WHY to life that makes you and your company unique.
• Every single company and organization on the planet knows WHAT they do.

What?

Brand Identity B2B

1) Are we really a B2B company? Normally B2B manufactures sell goods that are then resold to the general public, while we mostly sell goods to the final user

Brand Identity B2B

1) Are we really a B2B company? Normally B2B manufactures sell goods that are then resold to the general public, while we mostly sell goods to the final user

2) B2B doesn’t exist! We always communicate with people and not with general entities, companies or purchasing offices.

> Buyer Personas

Why should you choose MT, ET or RK?

Why should you choose MT, ET or RK?

Professionalism Know how

High quality Best quality/price rate

Specialized skills

Innovation

Market leader

Client focusBest Service

Why should you choose MT, ET or RK?

Professionalism Know how

High quality Best quality/price rate

Specialized skills

Innovation

Market leader

Client focusBest Service

This is what everyone says! Our competitors too!

The result is a perception of homologation that requires a different behavior.

Fight omologation

My voice and my promise win more credibility

The value is trasmitted to tangible ones

Give value to intangible assets

I am different

I am perceived as unique

3 questions: 1. Who am I? 2. Who would I like to be? 3. Who would be better to be in order to do my best business?

Here you can include a relevant fact to highlight

Martin Luther King

I have a PLAN

Here you can include a relevant fact to highlight

Martin Luther King

I have a PLAN

DREAM

Inspirational selling The brand becomes the only competitive lever to offer a unique business proposition (the 4 mkt P - price, product, positioning and promotion are losing meaning because there is more and more homologation). Innovations, price, service, and positioning are all things that can be copied. But not the brand! That is why the brand is the very first product you have to sell!

Never say...

Quality

Emotion

Different

These are things you should communicate without saying.Otherwise, you fall back in the homologation trap!

From products to needs

Do we know what the customer need?

What does a MT, ET or RK customer need?

What does an Apple customer need?

What does an Apple customer need?

Have you ever seen a 50 yo Pizzeria owner with an Iphone 15 Pro? Does he need a 48 MP Camera? Does he care about the dynamic island? Does he need a 8 GB RAM? Does he know wtf a 8 GB Ram is? Then why the heck did he spend more than a 1000 E for a Smartphone?

What does an Apple customer need?

Did you ever see a 50 yo Pizzeria owner with an Iphone 15 Pro? Does he need a 48 MP Camera? Does he care about the dynamic island? Does he need a 8 GB RAM? Does he know wtf a 8 GB Ram is? Then why the heck did he spend more than a 1000 E for a Smartphone?

Because the way it makes him feel!

Are we sure that a MT client needs a practical and durable gazebo?

YES, he also need that. But there are other, deeper needs to “cover”. Social acceptance, attention, power, sense of belonging, esteem, safety, variety, love, feeling special and valued, growth and development, having a positive impact on the word… How can our brands satisfy these needs? How to create a narrative about that?

LISTEN

“Winning companies hear noises where others hear nothing”

Just kidding!

Obviously, it is important to listen to customers, but it sounds like a bit of said-and-done fluff. Let's do something more practical...

Tell me why to buy MT, ET or RK in 10 seconds

00:10

Tell me why to buy MT, ET or RK in 10 seconds

00:10

Now try to do it avoing to mension "homologation words and common USPs" (we just said they don't work!)

Tell me why to buy MT, ET or RK in 10 seconds

00:10

Now try to do it avoing to mension "homologation words and common USPs" (we just said they don't work!)

We normally have less then 10 seconds of people attention at the beginning. If we, working here cannot describe our brands shortly, how can we communicate that?

If we could start from zero how would we position our brand? Why? Why don’t we do it?

Is it the precision or the sense of belonging to a social class?

Is it the knurled bezel or the story?

Are the quality materials or the desired admiration?

‘Every Rolex tells a story’ ‘Live for greatness’ ‘A crown for every achievement’

Find needs out of functionality!

You have to buy me because I am worth it. You don't buy a Rolex asking for a discount. You would be ashamed to do so! We have to creatively solve the same old needs such as: the need to be heard, to belong, to be positively judged, etc...

Start from the purpose. Not from the product.

Priorities list

Example: Employer Branding

Here we are at the starting point again. Whathever we do... Always start with why!

WHAT?

Having the best employees who integrate seamlessly into the group, bring added value, and stay long-term.

The result

HOW?

Communication channels, ToV, message/content, format, timing and frequency

The method

WHY?

We don't have to offer jobs to job seekers. We need to select among talents who really want to work for our brand because they share vision and values.

The purpose

🔨 In practice

• Maximize Data Value
• Conversational Marketing
• Social Media
• SEO
• AI
• Others: Off Topic Topics

Special OFFER:Freeshampoo

Maximize Data Value

Why?

How?

What?

What

C. Journey

Strategy

• Map (Miro)
• Visual Mapping

• Buyer Persona
• Identity, Payoff, Key Visuals
• Content Plan

Tracking

Goals

G. Looker Studio Dashboard

• Goals OKR* (Objective Key Results)
• KPI (Key Performance Indicators)

Service

Persona- lization

Scalability

Growth

okr

Mission

Objective

Objective

Objective

Key Result

Key Result

Key Result

Key Result

Key Result

Key Result

Initiative

Initiative

Initiative

Initiative

Initiative

Initiative

Initiative

Initiative

Initiative

Initiative

Initiative

Initiative

Initiative

Initiative

Initiative

Initiative

Initiative

Initiative

...

...

...

...

...

...

What?

Why?

How?

Conversational Marketing

The relationship with customers goes far beyond the moment of the sales contact. If it is true that our USP's have excellent customer service, we must ensure that this is indeed the case by providing all the necessary tools. Which results in creating customer intimacy (deep and personal relation with the client) From conversion to conversation!

In Italy

73%

38%

94%

60%

41%

of consumers abandon a company after only 1 bad interaction

of people that contact costumer service expect an answer in 3-5 h

of the population accesses the internet exclusively from mobile phones

of online accesses are from mobile phone

of consumers abandon a company after 2-3 bad interactions

Better costumer experience means:

Less tense

More conversions

Moreloyality

More engagement

Once the customer is retained they stress less.

New customers arrive through positive word of mouth.

Repeated and complementary purchases.

Reviews, references, photos, social share, WoM

Social media

Contrasting opinions: There is already so much organic content that if you don't have a real story to tell there is no point in spending too much time on it VS People are increasingly using social media as a way to search for products and you are missing a big wave. People spend 3h/daily on social media. As a brand you deserve at least 3 sec of this time.

What?

How?

Why?

SEO

What?

How?

Why?

Start with the right question

Which projects do I want to optimize? Why?

Study prompt engineering

The results depends on the question

AI

Study and pay attention to bias and heuristics

Perplexity > Research + conversational11 Labs > video voiceoverStable Audio > royalty free video sounds/musicRunaway > video generation

We don't need an AI more biased than us

Play, discover, test

You can't win them all

Find the right tool

• There is an AI for that
• Futurepedia

Others

random things that if they are of interest can be explored further (not now and not by me)

Neuromarketing

It uses the scientific method to close the gap between what people say (in surveys and market research) and what they do.The decision to make an action is made unconsciously 7-8 seconds before we take the action.

Ecommerce proved optimizations

• Semantic research with automatic correction
• Customized product advise
• Abandoned shopping cart email

Successful B2B Campaigns

What do we need?

Relations

Close relationship with agents. Why should they be happy with the new projects?

with stakeholders

Creativity

Test everything you can

A format for each idea

Data

Contacts + communication analysis(GA + Mailchimp most clicked links/campaigns)= actionable insights

Collect, organize and analize

Method

01-need (ie cross-selling) 02-goal (ie sell more classic sets) 03-project (ie campaign)

Start with the end in mind

Inside conversion marketing

First things first: Buyer Personas

1. Gather data
2. Understand needs and behaviors
3. use this info to build the buyer journey

Buyer journey following Avinash Kaushik's model

Interesting agencies and software

Mkt Automation & machine learning:

Conversational mkt + gamification

• Blendee - https://www.blendee.com/
• Nur - https://www.nur.it/

• AIMAGE – Chatbot, Whatsapp Enterprise https://aimage.it/
• Bit2Win - Whatsapp Enterprise, all possible gamifications https://www.bit2win.com/
• Esendex – SMS, Whatsapp, Chatbot, double authentification - https://www.esendex.it/

Others

Communication:

• Wedoo – 3D for communication https://www.wedoo.it/

• Fattoretto – Digital PR, AI for e-commerce https://fattoretto.agency/
• Inside – all rounder - https://insidecomunicazione.it/

The 6 Thinking Hats

Blue Hat: "the Conductor's Hat"

Yellow Hat: "the Optimist's Hat"

When you or your team are in blue hat mode, you focus on controlling your thinking and managing the decision-making process. You have an agenda, ask for summaries, and reach conclusions.

With yellow hat thinking, you look at issues in the most positive light possible. You accentuate the benefits and the added value that could come from your ideas.

Green Hat: "the Creative Hat"

Black Hat: "the Judge's Hat"

The green hat represents creative thinking. When you're "wearing" this hat, you explore a range of ideas and possible ways forward.

This hat is about being cautious and assessing risks. You employ critical judgment and explain exactly why you have concerns.

Red Hat: "the Hat for the Heart"

White Hat:"the Factual Hat"

The white hat represents information gathering. Think about the knowledge and insights that you've collected already – but also the information you're missing, and where you can go to get it.

This hat represents feelings and instincts. When you're engaged in this type of thinking, you can express your feelings without having to justify them logically.

Why is it important to know our thinking hat? And why should we start to wear also others?

Motivation

Productivity

Quality decision making

Creativity

Effective problem solving

Inclusivity & teamwork

What are my powers when wearing each hat?

Thinking aboutt thinking

Being optimistic

• What's been learned?
• What's next?

• What are the strengths and opportunities?

Judging

Being creative

• What are the difficulties & weaknesses?

• New ideas?
• New opportunities?
• How can it be improved?

Asking questions

Expressing emotions

• What are my gut feelings?

• What do we know?
• What do we need to know?
• How do we get this information?

Bitte und Tschüss

- Giada

Where to focus effort and attention?

• Personal branding of salespeople and authoritative voices (Georgs)
• Use salespeople's network of contacts
• Share blog articles and website pages (Linkedin)
• Differentiate content according to social
• Chose the right channels – did you considered Whatsapp?

• Create relevant landing page for you adv (danke Jonny 😊)
• Create relevant NL and Offers basing on Data (A bald person may feel irritated to receive offers for a shampoo even though they are still offers)
• Good to know - there are platforms that once the visitor becomes a lead, link public data from all platforms and social media where the lead is enrolled. They then create a complete (with photos) and always up-to-date identity resolution and track all the user's activities creating a complete costumer journey. - Most useful for those who have e-commerce with a wide variety of products https://www.blendee.com/piattaforma

• Our competitors are bad on social media. Having a strong voice would help us stand out.
• We have strong values and a story to tell. We should not focus on products, but on brand and values.
• We are cool. Competitors can claim quality, professionalism and super customer service. Customers should choose us just because we are cool and they want to be cool as well.
• Focus on branding content. The target audience are people who already know us a little and are looking for more information on social media. Everything about the technical details is already on the site. Social media are there to make our voice louder.
• Brands have a voice and therefore the power to change the world. If we want to stand out, we must have the courage to take part in the discussion on important issues. Otherwise, we remain noise in the noise - just like our competitors.

• Get to know and understand the public
• Understand where you are in the market
• Identify the channels were you want to be present
• Take advantage from technology
• Measure results and implement

• Get found easily in the awarness phase:
• People tend to click on the first results
• First results seem more reliable
• Organic results are perceived as more reliable than ads
• Get found by people who are searching for similar products
• Get found by people who don't know they want our product yet, but are in our target audience
• Organic content remains over time

• Educate potential customers to make the conversion process smoother
• Increase visibility for related topics so that our brand remains ToM

• 1) Purpose: people don’t buy what you do, but the reason why you do it
• 2) Vision: how we are going to transform the world
• 3) Mission: what we do to transform the world
• 4) Values: what we believe in
• 5) Strategy: distinguishing assets (mascots, colors, symbols, sounds, …)
• 6) People, Operation, Communication
• 7) Metrics

• Be at the first organic place for all relevant KW
• Be a reliable source of information for all potential clients
• Increase the amount of organic leads

Place the customer first:

1. understanding needs
2. listening to feedback
3. enabling dialogue
4. providing answers quickly and intuitively

Deliever 4 types of messages:

1. Marketing (promotions, news, up/cross-selling)
2. Notifications (order, delivery update, orders confirmations, graphics confirmations,…)
3. Bidirectional chat (FAQs, Service)
4. Alerts (Vacation, Delays)

through the most effective channels:

• Chatbot, Messenger and WhatsApp Enterprise
• SMS notifications (for delivery notifications)

and tools:

• AI costumer service connected to CRM (also for shop)

• SEO-Audit
• Structured Data for Reviews
• Authors + Structured Data
• Digital PR

• Consultation with an agency/expert on each specific brand?
• Narrowed professional training?
• Dedicated SM manager?