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CMO CONGRESS
GDANSK, POLAND June 2013
@michaelleander
#michaelleander
Pictures here:
facebook.com/michaelleandernielsen
Pinterest.com/michaelleander
Email address: michael@michaelleander.me
ACTION
TALK
@shivsingh http://goingsocialnow.com
The purpose of a business
is to create a customer
who creates customers
Meet your customers
where they are
Which presentation?
A – With funny videos
B – Without funny videos
Video 1
How do most people make
buying decisions?
With logic With emotions
Buyers don’t make logical,
rational buying decisions.
They make emotional decisions
and then justify those decisions by
rationalizing them
after the fact.
70/30
Whatever you do, make sure that
you create a [unique] feel good feeling
Observations
& a few
tactical tips
AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share is good
Action is best
Like is NOT a currency, engagement is @michaelleander
The power of social is in the share
Page likes 5.000
Shared 222
Reach 23.168
Clicks ?
Likes 74
Call to
action
Video 2 - The Power of Paper
The power
of
marketing
is in the
conversion
Use commonsense > increase
your conversion rates
Banner advertisement
Landing page
The Danger of
Band Wagon
New opportunities to interact
and get a response from your
audience using QR codes (or not)
Me too, me too, me too,
me too, me too, me too !
Drink and scan –
if you can !
The Power of Mobility &
Opportunities in 2nd Screen
Scan and
download
a book
New challenges,
new opportunities
Touch
Does she scroll?
• Average pixel length of
a vertical scroll?
Responsive web design – make sure you deliver a
good to great experience across all devices
Foursquare –
mobile & relevant
time and place
offers
The Power Of
A Name
Cola in Ghana - What is the problem?
What is the problem?
Lumia in Spanish? Peugeot in South China
Biao zhi
Extra large bags in Finland Snow in Iran
Your
name
Reputation
Accessible
Own it !
SEO
technical
Your name
in context
Globally /
Locally
www.namechk.com
The Power Of
Words
Video 3 - The Power of Words
Which last step call to action
button is more effective?
Get my thing Get your thing
Wins 9 out of 10 times
It’s complicated !
The power of a culture of
experimentation
… people
never forget
how you
made them
feel (cats too)
Nothing beats the
Feel Good Feeling
CMO Congress Gdansk June 2013 - Michael Leander presentation

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