The E 3 Key The Secret Formula to Drive More Customers To Your Door - - PowerPoint PPT Presentation

The Secret Formula to Drive More Customers To Your Door

Presented by
 Curtis J. Alcock
 Founder of Audira

The


E3Key

Create EXPOSURE Build ENCOUNTERS Ease ENGAGEMENT

How will people know How will they come into contact How easy can we make it

Article from the New York Times

What action 
 to take Message crafted by 
 the experts

TRIGGER + ACTION

➡ What to do ➡ Where to go

What signals 
 to look for

Alcohol related crashes has
 dropped from 60% to 45% 62% of Americans have tried to stop someone from driving drunk

Advertising that changed a nation; the Ad Council

Reduced by 63%

Irrelevant / Unimportant Relevant / Important

READY UNREADY

Hearing Checks 
 & Technology

UNREADY

97.5% of the US

READY

2.5% of the US

UNREADY

97.5% of the US

READY

2.5% of the US

UNREADY

97.5% of the US

READY

2.5% of the US

Don’t Act Don’t Recognize

Don’t Need

UNREADY

97.5% of the US

READY

2.5% of the US

Don’t Act Don’t Recognize

Don’t Need

UNREADY

97.5% of the US

READY

2.5% of the US

Don’t Act Don’t Recognize

Don’t Need

UNREADY

97.5% of the US

READY

2.5% of the US

UNREADY

To prepare them 
 without deterring them

READY

Any message 
 aimed at one 
 must also consider 
 the other To provide 


• pportunity 


& motivation

UNREADY READY Lower Relevance

Don’t ACT

Higher Relevance

Don’t RECOGNIZE

Don’t NEED

UNREADY READY Lower Relevance

Don’t ACT

Higher Relevance

Don’t RECOGNIZE

Don’t NEED

In what way is hearing care 
 relevant to me? How would I recognise a
 change in my hearing? When should I begin using it? Am I the sort 


• f person who

uses hearing technology?

UNREADY READY Lower Relevance

Don’t ACT

Higher Relevance

Don’t RECOGNIZE

Don’t NEED

IT’S NOT! It’s for 
 hearing impaired people. When my hearing’s 
 worse than it is now. When I 
 feel the need to. NO! 


They’re older, deafer, or more desperate 
 than me!

UNREADY READY Lower Relevance

Don’t ACT

Higher Relevance

Don’t RECOGNIZE

Don’t NEED

IT’S NOT! It’s for 
 hearing impaired people. When my hearing’s 
 worse than it is now. When I 
 feel the need to. NO! 


They’re older, deafer, or more desperate 
 than me!

Because hearing is integral to all you are and can be. Nobody can… without routine hearing checks. Triggers! Yes! If you believe in maintaining your full potential.

UNREADY READY Lower Relevance

Don’t ACT

Higher Relevance

Don’t RECOGNIZE

Don’t NEED

IT’S NOT! It’s for 
 hearing impaired people. When my hearing’s 
 worse than it is now. When I 
 feel the need to. NO! 


They’re older, deafer, or more desperate 
 than me!

Because hearing is integral to all you are and can be. Nobody can… without routine hearing checks. Triggers! Yes! If you believe in maintaining your full potential.

Approach

+

• Neutral

FIXED FIXED SHAPEABLE

Avoid

ATTITUDE

?

Hearing Care 
 Important 


• r Relevant

Hearing Care 
 not Important 


• r Relevant

‘Ready Made’ Low Effort! ‘Raw Ingredients’ High Effort!

ATTITUDE

SHAPEABLE

?

Hearing Care 
 Important 


• r Relevant

Hearing Care 
 not Important 


• r Relevant

‘Ready Made’ Low Effort! ‘Raw Ingredients’ High Effort!

ATTITUDE

SHAPEABLE

?

Don’t Act Don’t Recognize

Don’t Need

UNREADY

97.5% of the US

READY

2.5% of the US

Hearing Care 
 Important 


• r Relevant

Hearing Care 
 not Important 


• r Relevant

‘Ready Made’ Low Effort! ‘Raw Ingredients’ High Effort!

ATTITUDE

SHAPEABLE

?

EXPOSURE

Create

To prepare them 
 without deterring them Follow the EXPERTS Follow the CROWD Follow my PEERS Follow the ATTRACTIVE Follow my FEELINGS

ENGAGEMENT

Ease

ENCOUNTERS

Build

Increase LIKING and TRUST NORMALISE hearing care SHAPE attitidues Provide relevant

• pportunities &

motivation

Lower Effort

To provide

• pportunity 


& motivation

EXPOSURE

Create

To prepare them 
 without deterring them Follow the EXPERTS Follow the 
 CROWD Follow my 
 PEERS Follow the ATTRACTIVE Follow my FEELINGS

ENGAGEMENT

Ease

ENCOUNTERS

Build

Increase NORMALISE SHAPE Provide relevant

• pportunities & 


motivation

Lower Effort

Ready!

To provide

• pportunity 


& motivation

Follow the EXPERTS Follow the 
 CROWD Follow my 
 PEERS 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.”

Follow the EXPERTS Follow the 
 CROWD Follow my 
 PEERS 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 


• f hearing

aids…” Symbol of: Loss Old age Impairment Weakness

Follow the EXPERTS Follow the 
 CROWD Follow my 
 PEERS 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 


• f hearing

aids…” Symbol of: Loss Old age Impairment Weakness

STAY AWAY!

Hearing care is 


• bviously bad for you!

Follow the EXPERTS Follow the 
 CROWD Follow my 
 PEERS Follow the ATTRACTIVE Follow my FEELINGS

Most

…hear as

• thers 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!

Symbol of:

Success Completeness Happiness Being liked

Someone 
 I want to 
 be like

Physical or aspirational attractiveness

Follow the EXPERTS Follow the 
 CROWD Follow my 
 PEERS Follow the ATTRACTIVE Follow my FEELINGS

Most

…hear as

• thers 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!

Symbol of:

Success Completeness Happiness Being liked

Someone 
 I want to 
 be like

Physical or aspirational attractiveness

Go for it!

Hearing care obviously 
 good for you!

Follow the EXPERTS Follow the 
 CROWD Follow my 
 PEERS Follow the ATTRACTIVE Follow my FEELINGS

Most

…hear as

• thers 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!

Symbol of:

Success Completeness Happiness Being liked

Someone 
 I want to 
 be like

Physical or aspirational attractiveness

Go for it!

Hearing care obviously 
 good for you!

…and not using 
 hearing care is clearly bad for you.

EXPOSURE

Create

Photo by Duncan Yoyos, March 2008 https://www.flickr.com/photos/duncanmacinnis/2304576898/

STRATEGY 1

Awareness

“mostly correlated with aspects such as high quality, trust, reliability, closeness to people, a good quality/price ratio, accessibility.”

Shuiling & Kapferer (2004)

Step 1 Get in front of as 
 many people as you can.

EXPOSURE

Create

Photo by Duncan Yoyos, March 2008 https://www.flickr.com/photos/duncanmacinnis/2304576898/

STRATEGY 1

Repetition

“mere repeated exposure

• f an individual to a stimulus
• bject enhances his attitude 


towards it”

Zajonc (1968)

Step 1 Get in front of as 
 many people as you can. Step 2 Piggy-back on something positive. Step 3

• Repeat. Repeat. Repeat.

EXPOSURE

Create

Photo by Duncan Yoyos, March 2008 https://www.flickr.com/photos/duncanmacinnis/2304576898/

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.

More targeted activities that grab attention and get people talking

Maximum exposure for lowest cost with widest relevance

Photo by Duncan Yoyos, March 2008 https://www.flickr.com/photos/duncanmacinnis/2304576898/

EXPOSURE

Create

Combined strategy

More targeted activities that grab attention and get people talking

Maximum exposure for lowest cost with widest relevance

Photo by Duncan Yoyos, March 2008 https://www.flickr.com/photos/duncanmacinnis/2304576898/

Most

…hear as

• thers 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!

Symbol of:

Success Completeness Happiness Being liked

Someone 
 I want to 
 be like.

Physical or aspirational attractiveness

EXPOSURE

Create

Follow the EXPERTS Follow the 
 CROWD Follow my 
 PEERS Follow the ATTRACTIVE Follow my FEELINGS

Combined strategy

Actions Feelings T h

• u

g h t s

Attitude

Action! Attitude

Action! Attitude

ENCOUNTERS

Build

Action! Attitude

ENCOUNTERS

Build

One reason to encounter One type of “client” Multiple reasons to encounter Multiple types of “client”

ENCOUNTERS

Build

ENCOUNTERS

Build

ENCOUNTERS

Build

ENCOUNTERS

Build

?

ENCOUNTERS

Build

?

Pick me! 
 Pick me! Pick me! 
 Pick me!

ENCOUNTERS

Build

?

Pick me! 
 Pick me! Pick me! 
 Pick me!

ENCOUNTERS

Build

?

Pick me! 
 Pick me!

Pick me! 
 Pick me!

Pick me! 
 Pick me!

ENCOUNTERS

Build

?

Pick me! 
 Pick me!

Pick me! 
 Pick me!

Pick me! 
 Pick me!

ENCOUNTERS

Build

?

Pick me! 
 Pick me!

Pick me! 
 Pick me!

Pick me! 
 Pick me!

ENCOUNTERS

Build

?

Pick me! 
 Pick me!

Pick me! 
 Pick me!

Pick me! 
 Pick me!

ENCOUNTERS

Build

?

Pick me! 
 Pick me!

Pick me! 
 Pick me!

Pick me! 
 Pick me!

Still just one “client”!

ENCOUNTERS

Build

?

Still just one “client”!

So hearing care is 
 about going deaf and needing hearing aids…

ENCOUNTERS

Build

?

Still just one “client”!

So hearing care is 
 about going deaf and needing hearing aids… Well I’m not ready!

ENCOUNTERS

Build

Adjust 
 existing system PSAPs Hearing 
 technology

The Ready

ENCOUNTERS

Build

Tinnitus Wax Removal Memory 
 &
 Cognition Hearing 
 at work or school Medico- Legal Custom earphones Hearing Protection Swim 
 Plugs Adjust 
 existing system PSAPs Hearing 
 technology

The Ready

Hearing Checks

ENCOUNTERS

Build

Tinnitus Wax Removal Memory 
 &
 Cognition Hearing 
 at work or school Medico- Legal Custom earphones Hearing Protection Swim 
 Plugs Adjust 
 existing system PSAPs Hearing 
 technology

So hearing care is 
 about maximising and maintaining best possible hearing!

The Ready

Hearing Checks

ENCOUNTERS

Build

Tinnitus Wax Removal Memory 
 &
 Cognition Hearing 
 at work or school Medico- Legal Custom earphones Hearing Protection Swim 
 Plugs Adjust 
 existing system PSAPs Hearing 
 technology

So hearing care is 
 about maximising and maintaining best possible hearing!

The Ready

Hearing Checks

That means it’s relevant to me!

ENCOUNTERS

Build

Tinnitus Wax Removal Memory 
 &
 Cognition Hearing 
 at work or school Medico- Legal Custom earphones Hearing Protection Swim 
 Plugs Adjust 
 existing system PSAPs Hearing 
 technology

So hearing care is 
 about maximising and maintaining best possible hearing!

The Ready

Hearing Checks

That means it’s relevant to me! And me! And me!

ENCOUNTERS

Build

Tinnitus Wax Removal Memory 
 &
 Cognition Hearing 
 at work or school Medico- Legal Custom earphones Hearing Protection Swim 
 Plugs Adjust 
 existing system PSAPs Hearing 
 technology

So hearing care is 
 about maximising and maintaining best possible hearing!

The Ready

And my parents. And my colleagues!

Hearing Checks

That means it’s relevant to me! And me! And me!

ENCOUNTERS

Build

Tinnitus Wax Removal Memory 
 &
 Cognition Hearing 
 at work or school Medico- Legal Custom earphones Hearing Protection Swim 
 Plugs Adjust 
 existing system PSAPs Hearing 
 technology

The Ready

Hearing Checks

ENCOUNTERS

Build

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. 


Hearing Checks

Are you ready for that?

Actions Feelings T h

• u

g h t s

This is for smelly armpits – so 
 you must smell. 
 
 
 
 
 
 
 
 This is for bad breath – so 
 that’s what you must have

This is for smelly armpits – so 
 you must smell. 
 
 
 
 
 
 
 
 This is for bad breath – so 
 that’s what you must have

NO! Using PREVENTS these social problems

Doing so is NORMAL and shows you are socially responsible

NO! Using PREVENTS these social problems

Doing so is NORMAL and shows you are socially responsible

The 
 Hearing 
 Check

What problems does it prevent?

NO! Using PREVENTS these social problems

Doing so is NORMAL and shows you are socially responsible

The 
 Hearing 
 Check

What problems does it prevent?

NO! Using PREVENTS these social problems

Doing so is NORMAL and shows you are socially responsible

the new 
 RevolutioX hearing aid

the new 
 RevolutioX hearing aid

Because today has no rewind

the new 
 RevolutioX hearing aid

Because today has no rewind

the new 
 RevolutioX hearing aid

Because today has no rewind

the new 
 RevolutioX hearing aid

Because today has no rewind

the new 
 RevolutioX hearing system

Because today has no rewind

the new 
 RevolutioX hearing system

Because today has no rewind

the new 
 RevolutioX hearing system

Because today has no rewind

The PURPOSE of hearing technology is to keep you at your best.

The PURPOSE of hearing technology is to keep you at your best.

It keeps you connected 
 –preventing you fading away.

ENCOUNTERS

Build

Having my hearing checked means…

Hearing Checks

Getting your hearing checked regularly is good 
 for and society.

ENCOUNTERS

Build

Having my hearing checked means… I am being normal and sensible! I know I’m not mishearing! Makes me look good!

Hearing Checks

Getting your hearing checked regularly is good 
 for and society.

ENCOUNTERS

Build

1 
 Make it for everyone

Hearing Checks Get a baseline 
 for your hearing Routinely check 
 it throughout life

ENCOUNTERS

Build

1 
 Make it for everyone

Hearing Checks Get a baseline 
 for your hearing Routinely check 
 it throughout life

ENCOUNTERS

Build

1 
 Make it for everyone

Hearing Checks Get a baseline 
 for your hearing Routinely check 
 it throughout life

ENCOUNTERS

Build

2
 Shift from 
 detecting loss to preventing loss 1 
 Make it for everyone

Hearing Checks

ENCOUNTERS

Build

2
 Shift from 
 detecting loss to preventing loss 1 
 Make it for everyone

Hearing Checks

MISHEARING

(not hearing loss)

ENCOUNTERS

Build

2
 Shift from 
 detecting loss to preventing loss 3
 Make not getting 
 your hearing checked less acceptable socially 1 
 Make it for everyone

Hearing Checks

ENCOUNTERS

Build

EYES

checked

TEETH

checked

HEARING

checked?

It’s just being wise to check hearing like eyes

2
 Shift from 
 detecting loss to preventing loss 3
 Make not getting 
 your hearing checked less acceptable socially 1 
 Make it for everyone

Hearing Checks

ENCOUNTERS

Build

2
 Shift from 
 detecting loss to preventing loss 3
 Make not getting 
 your hearing checked less acceptable socially 1 
 Make it for everyone

Some things are best noticed before 


• thers do.

Like mishearing.

Hearing Checks

ENCOUNTERS

Build

2
 Shift from 
 detecting loss to preventing loss 3
 Make not getting 
 your hearing checked less acceptable socially 1 
 Make it for everyone

Hearing Checks

ENCOUNTERS

Build

2
 Shift from 
 detecting loss to preventing loss 3
 Make not getting 
 your hearing checked less acceptable socially

Are you 
 about to miss the best conversation 


• f your life?

1 
 Make it for everyone

Hearing Checks

ENGAGEMENT

Ease

Does the benefit outweigh the cost? Do they feel they belong? Do they have to fit around you or vice versa?

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

ENGAGEMENT

Ease

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

Majority are working Hearing “not bad” Internet savvy

ENGAGEMENT

Ease

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

ENGAGEMENT

Ease

• Busy. Busy. Busy!

Cost vs benefit! Self-taught expert! Best years ahead!

ENGAGEMENT

Ease

• Busy. Busy. Busy!

Cost vs benefit! Self-taught expert! Best years ahead!

i.e. Someone like you Someone like me

ENGAGEMENT

Ease

• 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?

ENGAGEMENT

Ease

Photo of Jeff Bezos by Jurvetson (flickr)

“We’re not competitor

• bsessed, we’re

customer obsessed. We start with the customer and we work backwards.”

Follow the EXPERTS Follow the 
 CROWD Follow my 
 PEERS Follow the ATTRACTIVE Follow my FEELINGS

EXPOSURE

Create

To prepare them 
 without deterring them

ENGAGEMENT

Ease

ENCOUNTERS

Build

Increase NORMALISE SHAPE Provide relevant

• pportunities & 


motivation

Lower Effort

To provide

• pportunity 


& motivation To start with the customer and work backwards

What action 
 to take Message crafted by 
 the experts

➡ What to do ➡ Where to go

What signals 
 to look for

What action 
 to take Message crafted by 
 the experts

➡ What to do ➡ Where to go

What signals 
 to look for

What action 
 to take Message crafted by 
 the experts

➡ What to do ➡ Where to go

What signals 
 to look for

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…) What’s the worse thing about mishearing? 
 You’ll never know “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)

What action 
 to take Message crafted by 
 the experts

➡ What to do ➡ Where to go

What signals 
 to look for

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…) What’s the worse thing about mishearing? 
 You’ll never know “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)

Create EXPOSURE Build ENCOUNTERS Ease ENGAGEMENT

Make sure it’s you…

For resources, discussion and the invention of the future participate at www.audira.info

Email: curtis.alcock@audira.info Twitter: @audira4Q

Thank you for listening