Dr. Gleb Tsipursky – The Office Whisperer
Nirit Cohen – WorkFutures
Angela Howard – Culture Expert
Drew Jones – Design & Innovation
Jonathan Price – CRE & Flex Expert
- In a recent Future of Work podcast conversation, Andrea Pirrotti-Dranchak Global Enterprise Director at NewFlex, shared her insights gathered from decades of experience in the flexible workspace industry.
- By prioritizing human connections, businesses can develop sustainable marketing strategies that not only capture the heart and mind of the buyer, but also foster strong customer relationships for long-term success.
- She emphasized the need for businesses to understand their target audience on a deeper level and engage in authentic conversations that resonate with them to build trust and loyalty.
Does this sound familiar? You’ve been told to invest heavily in traditional marketing tactics, yet you’re still struggling with customer retention and loyalty in the flexible workspace industry. The pain of pouring resources into ineffective actions without seeing the desired results can be overwhelming. But what if there’s a better way?
In a recent Future of Work podcast conversation, experienced marketing professional Andrea Pirrotti-Dranchak shared her insights gathered from years of experience in the flexible workspace industry. Pirrotti-Dranchak’s journey is a lesson in resilience and innovation — continuously leading within the ever-changing marketing landscape. Her passion for understanding the subjective factors behind business decisions has revolutionized operations for numerous firms.
Pirrotti-Dranchak discussed the vital role of conversational marketing in the future of work. By prioritizing human connections, she says, businesses can develop sustainable marketing strategies that not only capture the heart and mind of the buyer but also foster strong customer relationships for long-term success.
Conversational marketing
In a world where digital conversations dominate nearly every aspect of communication, marketers and operators in the flexible workspace industry must adapt to stay competitive. Pirrotti-Dranchak emphasized that conversational marketing is not just a trend, but a crucial component for businesses to connect with their customers effectively in the evolving world of work.
Conversational marketing is a strategy that involves engaging in dialogue with prospective buyers and stakeholders. Going beyond superficial interactions, this tactic requires understanding the storyline of the business and the problems it aims to solve. More importantly, it involves identifying the subjective factors rooted in fear that influence decision-making. By addressing these fears through a series of dialogues, businesses can win over their customers.
The value of human connection
Pirrotti-Dranchak underscored the importance of human connection in establishing a sustainable competitive advantage. She said it’s imperative for businesses to understand their target audience on a deeper level and engage in authentic conversations that resonate with them. By understanding and addressing the fears and concerns of customers, businesses can build trust and foster loyalty, ultimately leading to long-term customer relationships.
Establishing this type of social capital helps to extend the lifecycle of a customer to reduce the cost of customer acquisition, Pirrotti-Dranchak shared. She pointed out that marketing doesn’t stop once a customer makes a purchase; it needs to be sustained throughout the customer’s lifecycle to reinforce their loyalty. This approach, she argued, is key to building a long-term, loyal customer base.
“You have to invest in a strategy to capture hearts and minds and that’s when it becomes very powerful as the foundation for a sustainable competitive advantage,” says Pirrotti-Dranchak. “Because there are a lot of people who can solve for the mind, but when you’ve captured the heart, it’s more difficult for you to break away.”
It’s important to utilize various communication channels to facilitate these more meaningful conversations. Pirrotti-Dranchak highlighted the power of chatbots, personalized emails, and social media messaging platforms as effective tools for engaging with customers in real-time. By leveraging technology in combination with genuine human interaction, businesses can provide personalized experiences and address customer needs promptly.
Understanding your audience
Creating a meaningful connection with conversational marketing is impossible without a deep understanding of your audience. The first step is to conduct comprehensive research to understand your audience’s needs, motivations, and behaviors. That research doesn’t always have to be complicated or expensive.
“I’m a big proponent of just talking to the customer,” Pirrotti-Dranchak says. “I have to tell you that the best way to find out information about your customer, what their needs are, what their motivations are, is to, number one, talk to them one on one.”
Pirrotti-Dranchak recommends conducting one-on-one interviews, focus groups, and validating findings with questionnaires, which can all provide in-depth insights into your audience.
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According to Pirrotti-Dranchak, these mechanisms for understanding audience dynamics form the backbone of every effective marketing campaign. She also suggests the use of third-party research, and leveraging data for capturing lookalike audiences. She pointed out the utility in reaching out to potential consumers who’d expressed interest but had not converted yet; she believes that inquiring about the objections faced by these potential leads could serve as priceless input for future conversations and campaigns.
Sustaining conversations with your audience and understanding their motivations is pivotal in crafting marketing messages that resonate with them. This not only aids in capturing their interests but also in building robust, long-term relationships. Deep dives into your audience’s subjective fears, motivations, and needs grant you the power to address them in your marketing strategy, create a value proposition that appeals to them, and eventually help you stay ahead in today’s competitive business environment.
These conversational marketing goals require insight, adaptability, and a commitment to creating a strong human-to-human connection, even as digital technologies continue to shape the way we communicate. The art of conversation, it seems, is not lost in the digital age — it has simply taken on new dimensions and new forms…and those who can master these new forms will thrive.
