Welcome to
Generation Sheffield
- Marketing! Tips and
Ideas...From The Horse's
Mouths!
@andyhanselman
@jilltywhite
jill white
@andyhanselman
@jilltywhite
thank you!
@andyhanselman
@jilltywhite
6.00 pm
Introductions
6.30 pm
Our Panel
7.15 pm
Your Questions – Group Discussions
7.30 pm
Ask Our Panel
7.45 pm
What Does it Mean For You?
8.00 pm
Final Networking Session!
8.30 pm
Close
@andyhanselman
@jilltywhite
andy hanselman
@andyhanselman
@jilltywhite
who are you?
@andyhanselman
@jilltywhite
what
exactly is
‘marketing’?
@andyhanselman
@jilltywhite
classic definition of marketing:
“marketing is a social and
managerial process by which
individuals and groups obtain
what they need and want
through creating and exchanging
products and value with others”
@andyhanselman
@jilltywhite
our definition of marketing:
“finding, attracting and
keeping the customers
that you want while
maximising your profits”
@andyhanselman
@jilltywhite
what are we
up against
when it
comes to
marketing
@andyhanselman
@jilltywhite
#5
trends...
@andyhanselman
@jilltywhite
#1:
we’re in ‘the
age of
abundance!
@andyhanselman
@jilltywhite
“in every single industry there is now
overcapacity of production and
lack of capacity in terms of people”
sir martin sorrell, chief executive wpp
@andyhanselman
@jilltywhite
Management Consultants Sheffield
@andyhanselman
@jilltywhite
529,000!
(0.25 seconds)
@andyhanselman
@jilltywhite
@andyhanselman
@jilltywhite
#2:
there’s lots of
‘noise’!
@andyhanselman
@jilltywhite
2 million searches
in just 60 seconds.......
15,000 tracks
571 new websites
11,000 searches 1.8 million ‘likes’
278,000 tweets
204 million emails
72 hours of video
#3:
customers are
putting up
more ‘barriers’!
@andyhanselman
@jilltywhite
#4:
customer
expectations
are rising!
@andyhanselman
@jilltywhite
75%!
of uk customers think that
customer service levels ‘are
at an all time low’
source: henley business school
@andyhanselman
@jilltywhite
90%
of business
leaders believe
customers are
more demanding
than they were a
few years ago
@andyhanselman
@jilltywhite
2
minutes
= the average time the uk consumer is prepared to queue
(compared to 5 minutes 6 years ago)
Source: Barclaycard
@andyhanselman
@jilltywhite
65%
of customers
are not
prepared to wait
more than 3
seconds for a
website to load
source: dyn “global consumer shopping report” may 2015
@andyhanselman
@jilltywhite
74%
of customers
leave if a
website doesn’t
load on their
smartphone in 5
seconds
@andyhanselman
source: “consumer response to travel
site performance” study conducted by
phocuswright and akamai
@jilltywhite
a one-second delay in load time
would cost Amazon an
estimated $1.6 billion a year!
@andyhanselman
@jilltywhite
“the beach was too sandy”
“no one told us there would be fish in
the sea. our children were startled”
“i think it should be explained in the
brochure that the local store does not
sell proper biscuits like custard creams
or ginger nuts”
“it’s lazy of the local shopkeepers to close in
the afternoons. i often want to buy things in
‘siesta’ time. it should be banned”
#5:
they are talking
and listening
more!
@andyhanselman
@jilltywhite
‘word of mouth’ is increasing...
@andyhanselman
@jilltywhite
so is ‘word of mouse’...
@andyhanselman
@jilltywhite
93%
of customers identify word
of mouth as the best, most
reliable source about ideas
and information on
products and services - up
26 pts. vs. 25 years ago
Source: NOP World
so,
what
does it
all
mean?
@andyhanselman
@jilltywhite
you’ve got to work harder at building
and maintaining.....
@andyhanselman
@jilltywhite
@andyhanselman
@jilltywhite
seriously.....
@andyhanselman
@jilltywhite
you’ve got do stuff that makes
you ‘stand out’!
@andyhanselman
@jilltywhite
stuff that gets people talking!
@andyhanselman
@jilltywhite
it means being...
Dramatically and
Demonstrably
Different!
@andyhanselman
@jilltywhite
from
the
horse’s
mouth!
Mike
Kent
Hannah
Duraid
@andyhanselman
@jilltywhite
Lucy
Rocca
Lucy Rocca
@andyhanselman
@jilltywhite
Mike Kent
@andyhanselman
@jilltywhite
Hannah Duraid
@andyhanselman
@jilltywhite
lessons and questions
@andyhanselman
@jilltywhite
Mike
Kent
Hannah
Duraid
@andyhanselman
@jilltywhite
Lucy
Rocca
what are the 3 key
lessons for you?
@andyhanselman
@jilltywhite
your chance to
be part of
Sheffield
‘history’....
@andyhanselman
@jilltywhite
1857: the world’s first football club
@andyhanselman
@jilltywhite
1913: the world’s first stainless steel
@andyhanselman
@jilltywhite
1991: britain’s first person in spacce
@andyhanselman
@jilltywhite
2012: the world’s greatest athlete
@andyhanselman
@jilltywhite
2015: our book’s now on Amazon!
@andyhanselman
@jilltywhite
FREE for 5 Days!
@andyhanselman
@jilltywhite
think in 3D!
@andyhanselman
@jilltywhite
thank you!
@andyhanselman
@jilltywhite
thank you!
@andyhanselman
@jilltywhite
thank you!
Mike Kent
@andyhanselman
@jilltywhite
thank you!
Hannah Duraid
@andyhanselman
@jilltywhite
thank you!
Lucy Rocca
@andyhanselman
@jilltywhite
thank you!
@andyhanselman
@jilltywhite
conclusions
@andyhanselman
@jilltywhite
“advertising is the tax you pay for being
unremarkable”
robert stephens, founder, the geek squad
@andyhanselman
@jilltywhite
“don’t be afraid
not to follow the
herd – because
where the herd’s
gone, the food is
already eaten”
bob dylan
if you can’t Demonstrate you’re
Dramatically Different,
you’re invisible!
@andyhanselman
@jilltywhite
take action, not notes!
@andyhanselman
@jilltywhite
what are
you
going to
do?
FREE for 5 Days!
@andyhanselman
@jilltywhite
get my slides and other
resources at:
@andyhanselman
andyhanselmanconsulting
andyhanselman
andy@andyhanselman.com
@andyhanselman
@jilltywhite