Persuasion Architecture is based on Bryanâ??s idea that, â??everybody does things for their own reasons.â?? These reasons translate into four, distinct preferences, the how and why people do the things that they do. Once you understand the four basic personality types â?? emotional, logical, fast-paced, and disciplined â?? you can build perspectives or snapshots that give you insight into how your customers might want to purchase your products. Once you understand the â??how,â?? then you can build the â??who.â?? Who is buying your products from your site? Thatâ??s where profiles come into play, small pictures to what Bryan says will â??give us a little better understanding of who that grouping or that mode of behavior is going to be â?? and then ultimately two personas.â??
Listen to Stephan Spencer’s interview with Bryan Eisenberg for more about how to boost your siteâ??s conversion rate.
Why are the vast majority of websites generic and static, when the web is an interactive medium? A website isn’t just a collection of pages; it’s something you do, not view. It’s time website managers dusted off their log files, databases and other untapped goldmines of demographics, psychographics and clicko-graphics (how your visitors traverse your website), and tailored their sites to each visitor’s needs.
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American Marketing Association - Madison Chapter — Madison, WI
Through the Internet, your competition is just a click away from the customer. As a business executive, you need to assess whether it’s easier for customers to do business with you – or your competitors – online. The problem is, you may be too close to your site to most objectively analyze it.
You need practical recommendations that can help decrease abandonment rates while boosting traffic, leads, and online sales. By conducting an independent website evaluation, you can gain a fresh perspective and key insights for a competitive online advantage.
Brian will share his insights into what makes a website work. He’ll
explore website strengths, weaknesses, and best practices; touching on categories like usability, security, visibility, content, legal exposures, e-commerce, public relations, and customer service.
Bring your questions and a notepad for a timely and information-rich session.
Business-to-Business e-Marketing — Madison, WI
- Outbound e-mail marketing
- Testing and measuring response
- Website considerations
- Search engines, keywords, and "landing pages"
eFood 2000 — San Francisco, CA
Providing your consumers with a “portal” to a plethora of online information about food and cooking is a great way to make your web site “sticky” and generate loyal repeat visitors to your site. Four key ingredients for a successful food portal include:
- Content( both home-grown and aggregated)
In this presentation we will analyze from an insider’s perspective both the BirdsEye.com site and the Recipefinder.com site, comparing and contrasting their two differing approaches to creating a food portal, and reviewing their results.
Easy to Implement Strategies for Growing Your Loyal Market Through Online Communities — Chicago, IL
Discussion forums in the forms of Usenet “newsgroups”, email- based “lists” and Web site “virtual communities” can be a powerful tool for branding. However, seldom are companies really “in control” of these online forums. The tide can quickly turn against your company: one solitary message triggering a flood of negative comments from disgruntled users. One doesn’t have to be “on the Net” to suffer the effects of negative branding on online communities. In one of the most powerful demonstrations of the influence that Usenet wields over large corporations, the “Pentium bug” PR fiasco stemmed from a college math professor’s posting to several discussion groups that he discovered a calculation flaw in Intel’s Pentium chip.
- proactive and reactive techniques for dealing with negative posts
- how innocent company postings can backfire
- participating vs. moderating
Special Luncheon Workshop
How does my web site stack up to my consumers’ expectations? Can he/she easily maneuver through the site? Delegates will enjoy a brainstorming and open discussion assessing the effectiveness of a select number of attendees’ sites over lunch.
Implementing Effective Customer E-Mail Management Solutions — Chicago, IL
If your customers are having problems with your products or services, and if an e-mail to your support desk and/or a visit to your web site don’t give them immediate solutions, they will frequently turn to discussion forums (in the forms of e-mail-based “lists,” Usenet “newsgroups,” and Web site “virtual communities”) for answers to vent their frustration.
Unfortunately for you, seldom are companies like yours ever “in control” of these online forums. The tide can quickly turn against your company; one solitary message triggering a flood of negative comments from disgruntled users. One doesn’t even have to be “on the Net” to suffer the effects of negative branding on online communities. In one of the most powerful demonstrations of the influence that Usenet wields over large corporations, the “Pentium bug” PR fiasco stemmed from a college
math professor’s posting to several discussion groups that he discovered a calculation flaw in Intel’s Pentium chip.
- Proactive and reactive techniques for dealing with negative
- How innocent company postings can backfire
- Participating vs. moderating
Post-Conference Workshop, September 17, 1999:
“Killer” Customer Service Over The Internet
This is the workshop you’ve been waiting for – a LIVE Internet connection so you can see what the buzz is all about, while an expert is Internet-based customer service explains what it all means! Customer service departments looking to “get on the Net” need to prepare for the opportunities, pitfalls, and competitive market niches that are being created in Cyberspace.
This in-depth, half-day workshop specifically designed for non-technical customer service and marketing professionals prepares you to more fully participate in the marketplace. Basic concepts, terms, practices, and directions will be clearly defined and demonstrated. A number of successful online customer service centers will be closely examined, as we analyze in detail the characteristics of their success. We’ll illustrate exactly how these companies are creating satisfied customers and reducing operational costs. And most importantly, you’ll learn in this interactive workshop how to apply those techniques to your own online customer service venture.
Demonstrations and discussions will include:
- Auto-response email
- Following up with personal email
- Answering their questions before they ask them!
- Frequently Asked Questions with answers
- Getting customers to help each other: online discussion groups
- Getting your data out there: online libraries of technical
specifications, ties with corporate system, (e.g. FedEx)
- Putting it at their fingertips: using search engines and hierarchical indices
- Personalized web pages and automated personal notification
services by e-mail
Get a jump on your competition and get the solid foundation you need to succeed in this exciting new customer service venue by joining us for this one-of-a-kind workshop!
eFOOD '99: Marketing, Selling and Distributing Food & Beverages on the Internet — San Francisco, CA
Birds Eye strives to find new and innovative ways to help consumers plan tonight’s dinner (their primary marketing objective). To this end, we’ve taken some common online marketing strategies – content aggregation, virtual communities, and personalization – and applied them in rather unconventional (and, we’re happy to say, successful) ways. We’ll discuss how Birdseye:
- Aggregates content through a Worldwide Recipe Search Engine
- Personalizes content through a Personal Recipe Box and Personal Shopping List
- Creates virtual communities through a Recipe Exchange
Meal planners, a recipe box and shopping lists, entertainment for young visitors, as well as nutritional news and product information, the new Birds Eye website – designed by Netconcepts – offers visitors a personalized shopping experience.
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Beyond the Banner — Chicago, IL
Birds Eye strives to find new and innovative ways to help consumers plan tonight’s dinner (our primary marketing objective). To this end, they’ve taken some common online marketing strategies — content aggregation, virtual communities, and personalization — and applied them in rather unconventional (and, we’re happy to say, successful) ways.
In this session we will discuss how Birds Eye:
- Aggregates content through their Worldwide Recipe Search Engine
- Personalizes content through their Personal Recipe Box and Personal Shopping List
- Creates virtual communities through their Recipe Exchange and Web forums