How can a brand connect with people online in a way that ultimately leads to a purchase? Ilana

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Presentation transcript:

How can a brand connect with people online in a way that ultimately leads to a purchase? Ilana

Family-owned business since 1878

At retail you’re just part of the crowd.

How do customers decide?

EMOTION A brain that can’t feel can’t make up its mind.

Word cloud of comments from a blog post

How can a brand connect emotionally?

Invite people over

Share something of yourself

Introduce them to your friends

Listen to them

Be yourself

Be generous Over 3,100 free patterns Knit and crochet instructions Video tutorials Desktop wallpapers E-cards FREE !

Relationships can be messy

Takeaways 1.People don’t buy from companies. They buy from people. Behave and speak in human terms (not authentic but real, not transparent but open). 2.Your brand is only as strong as the feeling it creates in people. 3.There is a fine line between connecting emotionally and being manipulative. Don’t cross it. Have reverence for what you are doing.

Takeaways 4. You don’t control what happens when you open yourself up online, but if you have earned respect, your friends will defend you when things get messy. 5. Should we engage is not the right question. Only ask where and how.