Buyer Legends LLC

Data Takes Center Stage This Week – 5 Posts You Might Have Missed

Data takes center stage in our discussions this week.
I. Earlier this month IBM’s Digital Analytics Benchmark Hub released its 2014 Holiday predictions.  By analyzing billions of data points from in-store and online transactions IBM made 6 predictions for retailers, here is one of them
Smartphones Browse, Tablets Buy: Smartphones will continue to lead in mobile browsing over the five-day shopping period, accounting for 29 percent of all online traffic versus 15 percent for tablets. However, IBM predicts tablets will account for twice as many mobile purchases than smartphones thanks to the larger screen size.
As a retailer the obvious opportunity this data analysis presents is the justification to optimize your site for tablet shopping.  Utilizing data for spotting trends like this is immensely valuable, but understanding the reason why these trends occur can uncover even more opportunities
In the case of this prediction, the fact that more people buy on tablets is only half the story, and it begs the question;  why aren’t people buying from their phones?
In a post on IBM’s SmarterCommerce Blog Bryan Eisenberg demonstrates how using Buyer Legends coupled with IBM’s data analysis can reveal even more powerful insights and more opportunities for retailers to take action. Bryan explains the key to understanding the “why” behind your data is knowing that data is always telling a story about people .  Bryan writes:

 

Those people have a vast array of thoughts, opinions, preferences, feelings, needs and motivations. The actions those people take are measurable, as evidence of that vast array of thoughts, opinions, preferences, feelings, needs and motivations. An analysis based entirely on the numbers can only take you so far.

II. On this blog we talked about Tesco, the UK’s largest supermarket chain, a trendsetting data-driven superstar whose recent fall from grace reveals more about the misuse of data than about the state of data driven business practices.

III. A research study about charitable giving prompted this post where we discuss the power of targeting your marketing at one person(a) at a time.

IV. Storytelling is such a powerful communications device that some are using it to increase their personal productivity, it is no wonder that it is so effective at improving communications, conversion, and execution in your marketing.

V. Roger Dooley at Forbes read our book Buyer Legends – The Executive Storyteller’s Guide and had some great insight into the book’s strengths and what makes the Buyer Legends process both unique and relevant.  He also left us this nice review on Amazon

Have a great weekend!

 

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How Extra Space Storage (NYSE: EXR) Uses Buyer Legends For CRO

 

 

 

 

Who Are the Storytellers Behind Buyer Legends: the Executive Storyteller’s Guide?

This is the first in a series of interviews with marketing executives who have read the book and are putting the ideas to work for their businesses.

Today, we chat with Melissa Burdon, Director of Marketing Optimization for Extra Space Storage (NYSE: EXR) and winner of the Direct Marketing Network 2014 40 Under 40 Award.

Good day, Melissa. Thanks for taking the time to speak with us today. First of all, can you tell us a bit about what you do as Director of Marketing Optimization at Extra Space Storage?
I’m responsible for reaching established goals within a testing-centric culture for the customer acquisition process across all platforms and channels including desktop website, mobile website, email, click-to-chat, call center sales, and various social media and customer-facing apps.

What are your short-term marketing goals?
Our primary goal at Extra Space Storage is to increase rentals of storage units. We drive reservations of storage units through the web and call center and then follow up with these reservations via phone, email, and SMS to improve move-in rates.

In 2014, we’ve focused more heavily on optimizing the buying experience through the entire customer-buying funnel based on who the customer is and what they are looking to accomplish. Data has given us some tremendous insights into who our customers are and how to give them the experience that effectively drives them to converting. But we know there is so much more to learn about our customers and so much more we could be doing to create a better buying experience for them.

What did you think of the ideas presented in Buyer Legends: The Executive Storyteller’s Guide?
The ebook was very enlightening. It’s based on a simple concept. We really just need to put ourselves in the shoes of our visitors and actually walk through the buying experience they go through in order to identify the holes and opportunities that exist. The difficulty has always been how to come up with a process to achieve this. The Buyer Legends ebook is this missing piece. It outlines the steps you need to take to effectively put yourself in the shoes of the potential customer and actually walk through their buying experience to look at your marketing efforts through their lens. Once you’re able to identify the opportunities that exist, then you can take these pieces and begin optimizing the experience.

Do you plan to use the process at Extra Space Storage?
Absolutely!

We’re applying the process to four projects at this point within the marketing department. We’re applying Buyer Legends for a social branding video, a few on-site content pages, one of our main buying funnel pages, and an acquisition email campaign.

How do you believe the Buyer Legends process will help you reach your goals?
We know the Buyer Legends process will help our department approach our optimization efforts based on what matters to our customers, first and foremost, rather than what matters to our sales process. The Buyer Legends approach allows our employees to put themselves in the customers’ shoes and see the experience from their perspective. This will help us achieve a higher number of rentals at the end of the day because we’ll be answering the questions our customers have at the most critical points of their buying process.

Have you shared it with your team/staff?  What was their reaction?
I shared what I learned with our CMO and he completely sees the vision and even thinks that once we prove this out in Marketing, that this is something we need to train other departments on because this affects Operations, Learning and Development, as well as many other departments.

Once I got the thumbs up from our CMO, I put together a small group of 4 employees; our Email Manager, the Brand Manager, the Content and Social Manager, as well as our Optimization Manager and did a half-day Buyer Legends training for them. They were all expected to take on their assigned project and use the Buyer Legends approach to create or improve the campaign.

Do you see things any differently after reading the book?
I always knew it was important to see things from our customers’ perspective and focus on them rather than our sales process but it has always been difficult to actually approach making changes to specific campaigns based on what we know about our customers. The Buyer Legends ebook gives you a step by step guide on how to achieve this.

I would recommend this book to anyone who is looking to improve their results through every channel the customer is exposed to.

Thanks, Melissa! 

As more readers share their success stories with us, we’ll tell you about them here.  Have a story you would like to tell, contact us.  To get started creating your own Buyer Legends, grab a copy of of the book Buyer Legends – The Executive Storytellers Guide.  

 

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All The News About Buyer Legends

 

 

This week over at LinkedIn, we shared some data from a Kapost study about the critical role content is playing in marketing strategy and how Buyer Legends can pull all your disparate content efforts into a cohesive and accountable customer experience.

Murray Newlands over at Inc. explained how the Buyer Legends process can be used to hack your growth.

How your organization prices products and services tells your customers a story about your brand, in this post you can read how J.C. Penney learned this lesson the hard way.

Anthony shared an example of how simply telling a story using a series of banner ads can have a nice impact on conversion.  And we also wrote about how Steve Jobs built a legendary brand story and how after 30 years, that brand story is still exactly the same.

Bryan Eisenberg wrote about the future of CRO (Conversion Rate Optimization) for eConsultancy.

Today is also the last day to grab a free copy of Buyer Legends – The Executive Storytellers Guide.  Currently the book has 52 5 star reviews, for a overall 4.9 star rating and it hit #1 in Marketing.  

Your support means everything to us, thank you!

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What we can offer you

Speak at Your Event

We can speak at your event. Our fees are $20,000 in North America, and that includes travel. International fees are $20,000 plus business class travel, from Austin, and lodging. Contact us to discuss your event  

Workshops

We kick-off the workshop with a two-day onsite visit. We help you create the Four Pillar foundation for your organization. The entire process takes between 4-8 weeks and the typical investment is $30,000 – $100,000.

Four Pillars Ongoing Support

After our workshops, we work with only a few select clients. Your business must be committed to the Four Pillars (as described in Be Like Amazon) on a long-term basis .