Nov 08, 2010

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Show 310 - How to engage your audience Show 310 of The Engaging Brand leadership and marketing podcast is ready just for you. To subscribe or listen for free, you don't need to download anything and all explained at the end of the post. Nancy Duarte who for more than 20 years has been been sought out by many of the world’s best-known executives and thought-leaders to help convey their most important messages, joins Anna Farmery on The Engaging Brand podcast. We discuss concepts from her new business book, Resonate Are interviews, presentations? How emotion persuades an audience? An audience is a group of people who have different emotional triggers - how do you decide which emotional trigger? How the audience is the hero not the presenter? How a presentation is a mini movie not a report - lessons from the movie industry? How you need to create tension and then resolve it...rather than just pure 'enjoyment'!! How the number one tool is......a sticky note! The process of putting together your presentation. How ideas are not alive until they are shared. Don't forget to subscribe to the show in iTunes or on the Blubrry site. If you have feedback for me on the show or topics that you would like me to cover then e-mail me at anna@theengagingbrand.com or join me on twitter. How you can listen to the Engaging Brand 1) You can listen on your PC now without downloading any software just click hear to listen to the latest marketing podcast 2) You can subscribe to the show via iTunes or 3) If you use a different podcatcher then you can subscribe using the following http://www.podcasternews.com/feeds/enbr.xml
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Does brand loyalty depend on the next interaction? Living in an age of instant communication brings many great aspects. It also increases the pressure on brands - not just because of the social media grapevine, not just because we can gossip globally about our experiences, but because "...now more than ever, our loyalty depends on the next interaction." The last 2-3 years has seen our trust erode in institutions, just look at the bank crisis....I have banked with the same people for over 30 years and have loved their service...but I am not judging them on the 30 years, I am judging on the service I get tomorrow, then the next day etc......maybe an extreme example because of the banking crisis, but there is a "shift in consumer perception....it is not about the past 30 years, it is about my very next interaction.....on your website, on your hotline, through your twitter account, via a leaflet, through a friends Facebook update" So what does this mean? "...that brand loyalty is created over the long term through tomorrow's interaction. My perception of you as a brand is created in the short term, until there has been a build up of trust over the long term" In a sense it was ever thus...the difference is tomorrows interaction has a greater power because of social media, the consumer has been let down over the last few years and in the past a hiccup in service may be acceptable....but less so now. Companies who see the need to rebuild that trust in the short term, despite the brand history...will win over the consumer's minds tomorrow and their friends hearts once they read their update...

Anna Farmery

Social Marketing Architect, Speaker, Author and in spare time completing PhD on the future of the social business model

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