The Secret Formula to Drive More Customers To Your Door
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- Bethanie Perkins
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1 The E 3 Key The Secret Formula to Drive More Customers To Your Door Presented by Curtis J. Alcock Founder of Audira
2 Create EXPOSURE Build ENCOUNTERS Ease ENGAGEMENT How will people know How will they come into contact How easy can we make it
3 Article from the New York Times
4 Message crafted by the experts What signals to look for What action to take What to do Where to go TRIGGER + ACTION
5
6 Alcohol related crashes has dropped from 60% to 45% Reduced by 63% 62% of Americans have tried to stop someone from driving drunk Advertising that changed a nation; the Ad Council
7
8 UNREADY READY Irrelevant / Unimportant Hearing Checks & Technology Relevant / Important
9 UNREADY 97.5% of the US READY 2.5% of the US
10 UNREADY 97.5% of the US READY 2.5% of the US
11 UNREADY 97.5% of the US READY 2.5% of the US
12 UNREADY 97.5% of the US READY 2.5% of the US Don t Need Don t Recognize Don t Act
13 UNREADY 97.5% of the US READY 2.5% of the US Don t Need Don t Recognize Don t Act
14 UNREADY UNREADY 97.5% of the US READY READY 2.5% of the US Don t Need Any message aimed at one must also consider the other Don t Recognize Don t Act To prepare them without deterring them To provide opportunity & motivation
15 UNREADY READY Higher Relevance Don t ACT Don t RECOGNIZE Don t NEED Lower Relevance
16 UNREADY READY Higher Relevance Don t ACT Am I the sort of person who uses hearing technology? When should I begin using it? Don t RECOGNIZE How would I recognise a change in my hearing? Don t NEED In what way is hearing care relevant to me? Lower Relevance
17 UNREADY Higher Relevance Don t ACT READY NO! They re older, deafer, or more desperate than me! When I feel the need to. Don t RECOGNIZE When my hearing s worse than it is now. Don t NEED IT S NOT! It s for hearing impaired people. Lower Relevance
18 UNREADY Higher Relevance Don t ACT READY Yes! NO! If you They re older, believe in deafer, or more maintaining desperate your full than potential. me! When I Triggers! feel the need to. Don t RECOGNIZE Nobody When can my hearing s without routine worse than hearing it is checks. now. Don t NEED Because IT S hearing NOT! isit s integral for hearing to all youimpaired are and can people. be. Lower Relevance
19 UNREADY Higher Relevance Don t ACT READY Yes! NO! If you They re older, believe in deafer, or more maintaining desperate your full than potential. me! When I Triggers! feel the need to. Don t RECOGNIZE Nobody When can my hearing s without routine worse than hearing it is checks. now. Don t NEED Because IT S hearing NOT! isit s integral for hearing to all youimpaired are and can people. be. Lower Relevance
20 Avoid? Approach - Neutral + ATTITUDE FIXED SHAPEABLE FIXED
21 ? Hearing Care not Important or Relevant Hearing Care Important or Relevant ATTITUDE Ready Made Low Effort! SHAPEABLE Raw Ingredients High Effort!
22 UNREADY 97.5% of the US? READY 2.5% of the US Hearing Care not Important or Relevant Don t Need Don t Recognize ATTITUDE Don t Act Hearing Care Important or Relevant Ready Made Low Effort! SHAPEABLE Raw Ingredients High Effort!
23 ? Hearing Care not Important or Relevant Hearing Care Important or Relevant ATTITUDE Ready Made Low Effort! SHAPEABLE Raw Ingredients High Effort!
24 Follow the CROWD Follow my PEERS Follow the EXPERTS Follow the ATTRACTIVE Follow my FEELINGS Create EXPOSURE Increase LIKING and TRUST NORMALISE hearing care SHAPE attitidues To prepare them without deterring them Build ENCOUNTERS Provide relevant opportunities & motivation To provide opportunity & motivation Ease ENGAGEMENT Lower Effort
25 Follow the CROWD Follow my PEERS Follow the EXPERTS Follow the ATTRACTIVE Follow my FEELINGS Create EXPOSURE Increase NORMALISE SHAPE To prepare them without deterring them Build ENCOUNTERS Provide relevant opportunities & motivation To provide opportunity & motivation Ease ENGAGEMENT Lower Effort Ready!
26 Follow the CROWD Follow my PEERS Follow the EXPERTS Follow the ATTRACTIVE Follow my FEELINGS 97% don t use hearing technology (So neither should you) Which we naively reinforce 1 in X people have a hearing loss, but only 1 in 4 people get hearing aids.
27 Follow the CROWD Follow my PEERS Follow the EXPERTS Follow the ATTRACTIVE Follow my FEELINGS 97% don t use hearing technology (So neither should you) Only those deafer than me use hearing aids (So I m not ready) Suffering with hearing loss Stigma of hearing aids Symbol of: Loss Old age Impairment Weakness
28 Follow the CROWD Follow my PEERS Follow the EXPERTS Follow the ATTRACTIVE Follow my FEELINGS 97% don t use hearing technology (So neither should you) Only those deafer than me use hearing aids (So I m not ready) Suffering with hearing loss Stigma of hearing aids Symbol of: Loss Old age Impairment Weakness STAY AWAY! Hearing care is obviously bad for you!
29 Follow the CROWD Follow my PEERS Follow the EXPERTS Follow the ATTRACTIVE Follow my FEELINGS Most hear as others expect (naturally or enhanced) If they hear well they may be using hearing technology Hearing is important for you & society Keep hearing at its best! Someone I want to be like Physical or aspirational attractiveness Symbol of: Success Completeness Happiness Being liked
30 Follow the CROWD Follow my PEERS Follow the EXPERTS Follow the ATTRACTIVE Follow my FEELINGS Most hear as others expect (naturally or enhanced) If they hear well they may be using hearing technology Hearing is important for you & society Keep hearing at its best! Someone I want to be like Physical or aspirational attractiveness Symbol of: Success Completeness Happiness Being liked Go for it! Hearing care obviously good for you!
31 Follow the CROWD Follow my PEERS Follow the EXPERTS Follow the ATTRACTIVE Follow my FEELINGS Most hear as others expect (naturally or enhanced) If they hear well they may be using hearing technology Hearing is important for you & society Keep hearing at its best! Someone I want to be like Physical or aspirational attractiveness Symbol of: Success Completeness Happiness Being liked Go for it! Hearing care obviously good for you! and not using hearing care is clearly bad for you.
32 Create EXPOSURE STRATEGY 1 Step 1 Get in front of as many people as you can. Awareness mostly correlated with aspects such as high quality, trust, reliability, closeness to people, a good quality/price ratio, accessibility. Shuiling & Kapferer (2004) Photo by Duncan Yoyos, March
33 Create EXPOSURE STRATEGY 1 Step 1 Get in front of as many people as you can. Step 2 Piggy-back on something positive. Step 3 Repeat. Repeat. Repeat. Repetition mere repeated exposure of an individual to a stimulus object enhances his attitude towards it Zajonc (1968) Photo by Duncan Yoyos, March
34 Create EXPOSURE STRATEGY 2 Step 1 Get in front of as many people as you can. Step 2 Grab their attention. Step 3 Give them something to talk about. Photo by Duncan Yoyos, March
35 Create EXPOSURE C ombined strategy More targeted activities that grab attention and get people talking Maximum exposure for lowest cost with widest relevance Photo by Duncan Yoyos, March
36 Create EXPOSURE C ombined strategy Follow the CROWD Follow my PEERS Follow the EXPERTS Follow the ATTRACTIVE Follow my FEELINGS More targeted activities that grab attention and get people talking Most hear as others expect (naturally or enhanced) If they hear well they may be using hearing technology Hearing is important for you & society Keep hearing at its best! Someone I want to be like. Physical or aspirational attractiveness Symbol of: Success Completeness Happiness Being liked Maximum exposure for lowest cost with widest relevance Photo by Duncan Yoyos, March
37
38 Thoughts Feelings Actions
39 Attitude
40 Attitude Action!
41 Build ENCOUNTERS Attitude Action!
42 Build ENCOUNTERS Attitude One type of client Multiple types of client Action! One reason to encounter Multiple reasons to encounter
43 Build ENCOUNTERS
44 Build ENCOUNTERS
45 Build ENCOUNTERS
46 Build ENCOUNTERS?
47 Build ENCOUNTERS? Pick me! Pick me! Pick me! Pick me!
48 Build ENCOUNTERS? Pick me! Pick me! Pick me! Pick me!
49 Build ENCOUNTERS? Pick me! Pick me! Pick me! Pick me! Pick me! Pick me!
50 Build ENCOUNTERS? Pick me! Pick me! Pick me! Pick me! Pick me! Pick me!
51 Build ENCOUNTERS? Pick me! Pick me! Pick me! Pick me! Pick me! Pick me!
52 Build ENCOUNTERS? Pick me! Pick me! Pick me! Pick me! Pick me! Pick me!
53 Build ENCOUNTERS? Pick me! Pick me! Still just one client! Pick me! Pick me! Pick me! Pick me!
54 Build ENCOUNTERS? So hearing care is about going deaf and needing hearing aids Still just one client!
55 Build ENCOUNTERS? So hearing care is about going deaf and needing hearing aids Still just one client! Well I m not ready!
56 Build ENCOUNTERS Adjust existing system Hearing technology PSAPs The Ready
57 Build ENCOUNTERS Wax Removal Tinnitus Hearing at work or school Adjust existing system Medico- Legal Hearing Protection Custom earphones Hearing technology Swim Plugs PSAPs The Ready Memory & Cognition Hearing Checks
58 Build ENCOUNTERS Adjust existing system Wax Removal Tinnitus Medico- Legal So hearing care is about maximising Hearing and at work or maintaining school best possible hearing! Hearing Protection Custom earphones Hearing technology Swim Plugs PSAPs The Ready Memory & Cognition Hearing Checks
59 Build ENCOUNTERS Adjust existing system Wax Removal Tinnitus Medico- Legal So hearing care is about maximising Hearing and at work or maintaining school best possible hearing! Hearing Protection Custom earphones PSAPs Hearing technology The Ready Memory & Cognition That means it s relevant to me! Hearing Checks Swim Plugs
60 Build ENCOUNTERS Adjust existing system PSAPs Hearing technology The Ready Wax Removal Tinnitus Medico- Legal Memory & Cognition So hearing care is about maximising Hearing and at work or maintaining school best possible hearing! Hearing Protection That means it s relevant to me! Hearing Checks Custom earphones And me! Swim Plugs And me!
61 Build ENCOUNTERS Adjust existing system PSAPs Hearing technology Wax Removal Tinnitus And my parents. And The my Ready colleagues! Medico- Legal Memory & Cognition So hearing care is about maximising Hearing and at work or maintaining school best possible hearing! Hearing Protection That means it s relevant to me! Hearing Checks Custom earphones And me! Swim Plugs And me!
62 Build ENCOUNTERS Wax Removal Tinnitus Hearing at work or school Adjust existing system Medico- Legal Hearing Protection Custom earphones Hearing technology Swim Plugs PSAPs The Ready Memory & Cognition Hearing Checks
63 Build ENCOUNTERS Hearing Checks Having my hearing checked means Others think my hearing is bad I am going deaf I need hearing aids If you go, you re admitting that to everyone. Are you ready for that?
64 Thoughts Feelings Actions
65
66 This is for bad breath so that s what you must have This is for smelly armpits so you must smell.
67 This is for bad breath so that s what you must have This is for smelly armpits so you must smell. NO! Using PREVENTS these social problems Doing so is NORMAL and shows you are socially responsible
68 The Hearing Check NO! Using PREVENTS these social problems Doing so is NORMAL and shows you are socially responsible
69 The Hearing Check What problems does it prevent? NO! Using PREVENTS these social problems Doing so is NORMAL and shows you are socially responsible
70 What problems does it prevent? NO! Using PREVENTS these social problems Doing so is NORMAL and shows you are socially responsible
71
72 the new RevolutioX hearing aid
73 the new RevolutioX hearing aid Because today has no rewind
74 the new RevolutioX hearing aid Because today has no rewind
75 the new RevolutioX hearing aid Because today has no rewind
76 the new RevolutioX hearing aid Because today has no rewind
77 the new RevolutioX hearing system Because today has no rewind
78 the new RevolutioX hearing system Because today has no rewind
79 the new RevolutioX hearing system Because today has no rewind
80 The PURPOSE of hearing technology is to keep you at your best.
81 The PURPOSE of hearing technology is to keep you at your best. It keeps you connected preventing you fading away.
82 Build ENCOUNTERS Hearing Checks Having my hearing checked means Getting your hearing checked regularly is good for and society.
83 Build ENCOUNTERS Hearing Checks Having my hearing checked means I am being normal and sensible! I know I m not mishearing! Makes me look good! Getting your hearing checked regularly is good for and society.
84 Build ENCOUNTERS Hearing Checks 1 Make it for everyone Get a baseline for your hearing Routinely check it throughout life
85 Build ENCOUNTERS Hearing Checks 1 Make it for everyone Get a baseline for your hearing Routinely check it throughout life
86 Build ENCOUNTERS Hearing Checks 1 Make it for everyone Get a baseline for your hearing Routinely check it throughout life
87 Build ENCOUNTERS Hearing Checks 1 Make it for everyone 2 Shift from detecting loss to preventing loss
88 Build ENCOUNTERS Hearing Checks 1 Make it for everyone 2 Shift from detecting loss to preventing loss MISHEARING (not hearing loss)
89 Build ENCOUNTERS Hearing Checks 1 Make it for everyone 2 Shift from detecting loss to preventing loss 3 Make not getting your hearing checked less acceptable socially
90 Build ENCOUNTERS Hearing Checks 1 Make it for everyone 2 Shift from detecting loss to preventing loss 3 Make not getting your hearing checked less acceptable socially EYES checked TEETH checked HEARING checked? It s just being wise to check hearing like eyes
91 Build ENCOUNTERS 1 Make it for everyone 2 Shift from detecting loss to preventing loss 3 Make not getting your hearing checked less acceptable socially Some things are best noticed before others do. Like mishearing. Hearing Checks
92 Build ENCOUNTERS Hearing Checks 1 Make it for everyone 2 Shift from detecting loss to preventing loss 3 Make not getting your hearing checked less acceptable socially
93 Build ENCOUNTERS 1 Make it for everyone 2 Shift from detecting loss to preventing loss Hearing Checks Are you about to miss the best conversation of your life? 3 Make not getting your hearing checked less acceptable socially
94 Ease ENGAGEMENT Do they feel they belong? Does the benefit outweigh the cost? Do they have to fit around you or vice versa?
95 Ease ENGAGEMENT You never really understand a person until you consider things from his point of view Until you climb into his skin and walk around in it. Atticus Finch in To Kill a Mockingbird by Harper Lee
96 Ease ENGAGEMENT Majority are working Hearing not bad Internet savvy Not old You never really understand a person until you consider things from his point of view Until you climb into his skin and walk around in it. Atticus Finch in To Kill a Mockingbird by Harper Lee
97 Ease ENGAGEMENT Busy. Busy. Busy! Cost vs benefit! Self-taught expert! Best years ahead! You never really understand a person until you consider things from his point of view Until you climb into his skin and walk around in it. Atticus Finch in To Kill a Mockingbird by Harper Lee
98 Ease ENGAGEMENT Busy. Busy. Busy! Cost vs benefit! Self-taught expert! i.e. Someone like you Someone like me Best years ahead!
99 Ease ENGAGEMENT Busy. Busy. Busy! Cost vs benefit! Self-taught expert! Best years ahead! When & how can they see you? How can they explore benefits? Are they patients or partners? Do they feel stereotyped?
100 Ease ENGAGEMENT We re not competitor obsessed, we re customer obsessed. We start with the customer and we work backwards. Photo of Jeff Bezos by Jurvetson (flickr)
101 Follow the CROWD Follow my PEERS Follow the EXPERTS Follow the ATTRACTIVE Follow my FEELINGS Create EXPOSURE Increase NORMALISE SHAPE To prepare them without deterring them Build ENCOUNTERS Ease ENGAGEMENT Provide relevant opportunities & motivation Lower Effort To provide opportunity & motivation To start with the customer and work backwards
102 Message crafted by the experts What signals to look for What action to take What to do Where to go
103 Message crafted by the experts What signals to look for What action to take What to do Where to go
104 Message crafted by the experts What signals to look for What action to take What to do Where to go Eyes checked. Teeth checked. Hearing checked. Hear to stay not fade away Zero or Five? Keep hearing alive (If your age contains a 0 or 5 ) If you ask to repeat check you hearing s complete. Routine hearing checks every 5 years (unless otherwise advised by your hearing healthcare specialist) What s the worse thing about mishearing? You ll never know Noise interfering, check how you re hearing.
105 Message crafted by the experts What signals to look for What action to take What to do Where to go Eyes checked. Teeth checked. Hearing checked. Hear to stay not fade away What s the worse thing about mishearing? You ll never know Zero or Five? Keep hearing alive (If your age contains a 0 or 5 ) If you ask to repeat check you hearing s complete. Noise interfering, check how you re hearing. Routine hearing checks every 5 years (unless otherwise advised by your hearing healthcare specialist) Make sure it s you Create EXPOSURE Build ENCOUNTERS Ease ENGAGEMENT
106 Thank you for listening For resources, discussion and the invention of the future participate at
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