Following up with part 2 of observations from Tuesdays "The Art of Marketing" sessions in Toronto, Mitch Joel is the author of the new book "6 pixels of Separation".
He mentioned the importance of keeping your customer from becoming "brand ignostic". We agree wholeheartedly. When price is the only option that matters, people become very difficult to convert.
An interesting statistic. 40% of people 25 and under watching TV are also... sleeping.
I'll bet you thought I'd say, also on their laptops. The research has revealed that the new generation of media consumers are so multi task conditioned, they need more stimulus. Otherwise their bodies shut down and they.... sleep.
This was the most important piece of research that Mitch shared;
allow people to post comments and reviews on your website. A negative review is 3 times as likely to translate into a sale as a positive one. Why? Because people recognize that you are transparent and honest with your product and its' abilities. The asterix is, of course, that the negative review is something like "This hotel room didn't have mints under my pillow and I noticed the occasional horn outside my window. Otherwise it was clean and didn't cost very much." You're staying in Manhattan, and clean and cheap is all you're looking for. Bam. Rack up one more sale.
And more quick stats if you're balking at the social media revolution.
There are more grandparents using Facebook than highschool students in the United States. Because they are trying to keep an eye on the grandchildren.
And half the YouTube audience is over 34 with the average Canadian watching 14 hours of video a month online.
Finally, 80 percent of your new customers will have their first brand experience being what they see in the search column on Google when you come up. You want to make sure you've put a lot of time into the wording and needs of your true customer.
Tomorrow - Creative Excellence Fridays looks at a Canadian icon.