Learn more about marketing to the Transformational Consumer, the massive and growing group of people who view all of life as a series of campaigns to change their behavior for the healthier, wealthier and wiser.

1. How to Build and Market Products That Transform
Speaker:Tara-Nicholle Nelson
Marketing from Both Ends

2. Discuss:
What are you afraid of?
@taranicholleTransformationalConsumer.com

3. Two fears and two fears only
@taranicholleTransformationalConsumer.com

4. Update: new, inborn human fear
@taranicholleTransformationalConsumer.com

5. @taranicholleTransformationalConsumer.com @taranicholleTransformationalConsumer.com
Disengagement
is
the #1 limiting
factor
of businesses.

6. Engagement = love + respect = loyalty beyond reason
which translates to:
• DAU, WAU, MAU – Active Users
• Return visits and time onsite/in-app
• Repeat purchases
• Word of Mouth and Net Promoter
Score
• Ratings and reviews
• Likes, views, votes, shares
• Ad revenue
• Sales revenue
• Customer Lifetime Value

7. @taranicholleTransformationalConsumer.com
“Advertisements are now so
numerous that they are very
negligently perused, and it
is therefore become
necessary to gain attention
by magnificence of
promises, and by eloquence
sometimes sublime and
sometimes pathetic.”
—Samuel Johnson,1759

8. @taranicholleTransformationalConsumer.com
About me
@taranicholleTransformationalConsumer.com

9. Transformational Consumers see life as a never-ending series of
projects to live healthier, wealthier, wiser lives.
We help companies reach and engage Transformational Consumers:
the most valuable, least understood customers of our time.
Data, Trends + Insights Custom Research + Strategy Consulting Training + Thought Leadership

10. @taranicholleTransformationalConsumer.com
How do you
build a
beloved,
engagement
engine of a
company? You’ll need:
1 truth about humans
1 truth about business
to rethink some things

11. @taranicholleTransformationalConsumer.com
Primal motivation
behind most
purchase
decisions:
TRANSFORMATION
One truth about humans

12. Behavior change is hard, because: dopamine

13. The Personal
Disruption
Conundrum:
“I know what to do.
I need help making
myself do it.”

14. The 5 Characteristics
of Transformational
Consumers
1. Constant, rolling PDCs
2. Extreme growth mindset
3. Constant marketplace
engagement: behavior-
changing products and
content
4. ISO healthy, wealthy, wise
5. Bias toward action

15. Fact: The love of a Transformational Consumer for a brand is directly
proportional to the degree of change the brand helps them make.
Tool
MediumSocial Actor

16. Transformational Consumers represent
60%
of all US adults
$4T
USD annually
25%
of US consumer
spending

17. @taranicholleTransformationalConsumer.com
One truth about business
Marketing only
works on truly
transformational
products.

18. The power of transformation as lens
for understanding what customers want
1. Aspirations >
demographics
2. Human insight >
data
3. Problem >
product

19. @taranicholleTransformationalConsumer.com
Rethink your Customer.
1. Define the PDC/Problem from a
big, human perspective.
2. Become the expert on their
Journey.
3. Align every team, product,
initiative to the same Customer
Journey.
From: Existing customer base and
target buyers of your product
To: Anyone dealing with the
problem you exist to solve
@taranicholleTransformationalConsumer.com

20. @taranicholleTransformationalConsumer.com
Rethink what you sell
From: Product
To: Transformation
1. You sell a transformation, not a
product.
2. Problem-first > product-first.
3. Use the story spine as a change
management tool to go from
product-first to product-first.
@taranicholleTransformationalConsumer.com

21. @taranicholleTransformationalConsumer.com
Rethink Your Marketing
From: Brand stories about you
To: High-value fuel for their Journey
1. Shift marketing priorities from
growth to engagement.
2. Shift marketing from about you
to for them and their journey.
3. Use Customer Journey insights
for content and marketing, from
strategy to language.
@taranicholleTransformationalConsumer.com

22. Content + Marketing Should/Should Not:
Educate
Motivate
Facilitate
Activate
Translate

23. @taranicholleTransformationalConsumer.com
Rethink Your Competition
From: Other companies
To: Any obstacle on your Customers’ Journey
1. Focus on your People (Customers).
2. Focus on their Problem.
3. Innovate from First Principles.
@taranicholleTransformationalConsumer.com

24. Transform Your
Teams
1. Create a fear-free
workplace.
2. Many teams, one
journey.
3. Enlist a squad of
change agents.
@taranicholleTransformationalConsumer.com
“Oh, you hate your job? Why didn't you say so? There's a
support group for that. It's called EVERYBODY, and they
meet at the bar.” ― Drew Carey

25. Tara@TransformationalConsumer.com
Data, Trends + Insights Custom Research + Strategy Consulting Training + Thought Leadership