People are asking questions that have no purchase intent whatsoever. A statistic I heard at an event about two weeks ago said roughly 40% of all prompt responses return a brand. The example used was someone complaining about a breakup. Something entirely non-commercial. THE FUNNEL IS CHANGING (39:34-39:50) 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. Erik Carlson
From Reactionary Messaging to Proactive Storytelling Page 10 Page 12
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