Wishing each of you a New Year lived purposefully, beautifully and filled with light. Thank you for the many ways you inspire us.
We worked with this health system to bring to life the successes they’ve experienced—so employees, physicians and board members could see the collective results of their work on their strategic plan.
Getting your team aligned with your future goals means making sure they understand both where you’re going, and how far you’ve already progressed towards your goals. Delivering this message in video makes it easy to show at employee events and share online.
What successes could you talk about to help generate enthusiasm for your future?
Consider Google’s recent insights on shopping for the holidays:
- More decisions are made in micro-moments throughout the day—like when waiting, walking or commuting.
- More decisions are made on the phone—up to 30%, according to Think With Google. In fact, shopping-related searches have grown more than 120% in the last year. And 82% of smartphone users will consult with their phone while they are in the store.
- 32% of shoppers plan to use video for holiday purchases.
- 64% of smartphone viewers would rather watch a video to answer questions than pick up a phone or read a manual.
- Sundays are the biggest shopping days. And yet, the day when more businesses have shorter hours or are closed altogether.
Perhaps the biggest shift is that we have gone from focusing on a given task to splintering tasks into hundreds of bite size moments, according to Lis Gevelber, VP Marketing at Google.
Gevelber says these moments “are increasingly where hearts, minds and dollars are being won and lost…. And companies that measure and respond to micro-moments are gaining a very big edge on the competition. Mobile is the new from door to your brand and your stores. Are you at the door, ready to help?”*
So what does this mean for your business—even if you aren’t in retail? Often, the service industry will lag retail trends, but retail trends are a harbinger of consumer behaviors that will come your way. Here’s what you can do right now to respond to these:
- While mobile must be a central part of any marketing strategy, having a mobile-friendly site is not enough. The content that your customers most crave must be available and easy to use on mobile.
- Attention spans are shorter, so content you want to convey has to be delivered as snackables—short messages that fit between a myriad of other tasks.
- Consumers want content in video form—and frequently will choose it over “reading”.
- Can your customers find what they want on weekends and evenings—when they have discretionary time?
Now’s a good time to think about how these trends will affect your business, and to ask what your competitors are doing better than you are in each of these categories.
* Source: Micro-Moments and the Shopper Journey
It’s the end of an all-day meeting, where substantial, important ideas have been shared and discussed. This organization worked with us to create this video that invites the audience into a moment of personal reflection at the end of the event. Not only did it provide visual variety, it created a mental oasis for those attending.
Pairing inspiration with information is a successful way to convey strategy and build culture. Give people time to personalize strategies and messages, and see what happens.
A new mom has lots of questions about her delivery. To help her sort it through, this hospital has prepared some useful guides. But let’s admit it—new moms also like Pinterest. They’re more likely to read something that looks beautiful—in addition to being helpful content.
Are you giving your target audience reason to step into your content? Understanding what they already love to look at it can be a great first step.
CMBell Company celebrates the brave service of our veterans today. May we live to be worthy of their sacrifices.
Image Source: WWU SFS Employment Kit and Calendar
Don’t ignore direct mail in your move towards digital messaging. Of course digital must be part of your mix, but don’t underestimate the power of print.
In the case of direct mail, people generally have to sort their mail, which means you have a chance to get their attention.
Once you’re in the reader’s hand, you have a second or two to help them decide if the message is for them—and to get them inside the piece. So think about every micro-second of the buy journey as you develop a direct mail piece.
- Does the cover clearly offer a promise to a problem they have—thus inviting them further into the journey?
- Does the overall look convey the right image? For a hospital, for example, there’s an expected dignity and credibility that telegraphs competence. This is done through color, type choice, word choices and photos.
- Is it easy to browse, so the reader can go right to the content that interests them?
- Is the call to action easy to find and clear?
- If they respond to the call to action, will they get what they’ve been promised? Either someone knowledgeable on the phone, or a Web page that truly offers useful information without much effort on their part.
We’re still fans of this medium. If it’s done well, it can definitely affect people’s buying decisions.
Punctuation matters—and sometimes it matters a lot. Take the case where the single comma in the 1872 U.S. Tariff Act ended up costing the U.S. Government $40 million. It was a comma that changed the purpose of the Act.
We’ve all complained about having to abide by sometimes seemingly unimportant grammar rules, but in the end, the rules—though not always consistent—are there to direct brain traffic: to pair ideas, introduce breaths and indicate stops—all of which are important to accurately conveying meaning.
So today we celebrate our copy editors, who help us avoid costly mistakes and embarrassing moments.
This hospital video, developed for their anniversary gala, achieves multiple things:
- Evokes cause for celebration
- Tells what they’re most proud of
- Invites donors and friends into the organization
- Delivers a message of momentum
- Conveys to the community their essential role in the hospital’s success now—and in the future
When you have a captive audience at an event like a gala, you want to make every moment build a feeling of pride and enthusiasm for the organization. Nothing does that like a well-produced video.
Are you using video to change how people feel about your organization?
Every now and then really creative people find a way around people’s finely-honed abilities to skip ads. These hilarious Geico ads are a stellar example.
Humor doesn’t work in every industry, perhaps, but the plethora of cat videos on YouTube tells us that people want to laugh. Even if it’s an ad.
What ads have you decided not to skip?
When Baker Boyer, the state’s oldest bank, launched their rebranding effort, they called on us to help them introduce their team of D.S. Baker Advisors—a concept that represented an entirely new way of thinking about banking. We worked with them to produce this print piece and a video which explain how their elite team of financial consultants helps clients build financial legacies.
Whether or not we like it, we are increasingly people of the moment—or even the micro-moment. We hear about a book and want to order it right then. We see a plant and want to identify it, or spot those fabulous boots and want to buy them.
What does this mean for marketers? You already know that mobile use is sky-rocketing. But it also means that your digital presence is vital. How you look and feel in the first seconds of a customer interaction determines if they’ll stay or go.
Good writing, good design and having a mobile-friendly site isn’t optional any more. It’s imperative. If your company is already there, hooray. But if they’re not, learn to create the moments your clients crave—and see what happens.
Image Source: WWU SFS Employment Kit and Calendar
Relying on assumptions is an efficient way for our brains to operate. But sometimes we make assumptions that can limit creativity. In this brief video, you’ll see that the underlying assumptions about how to build a structure were challenged—and resulted in a church made from living trees.
What assumptions are holding you back today?
One author thinks so. According to a study by Randy Garner at Sam Houston State University, the addition of a sticky note significantly improved the chances of reply. While his research centered on survey results, one could see this finding applied to direct mail, too.
You can read the whole article here.