Local search Archives - YouCom

Personas Success

Philip Wimbledon — Fri, 01 Nov 2019 00:01:17 +0000

Gorillas have personality, you just need to get to know them. Customers can also be put into personality segments and given one photo to assign attributes to that segment. They are called personas.

A persona is a tool used by advertising media agencies like YouCom Media, to characterise customers into segments by creating a fictional person. Brands will have approximately five personas created for them and then they or their agency can assess whether their website journey or other communications would be likely to meet that persona’s needs.

Personas need information. ‘Jane Doe from I don’t know’ won’t be at all helpful to you. Essential data for a persona includes: Name, gender, age, job title, location, dependants. Expanded data sets will also include: Details about their job role, salary, education, family, goals, values, fears. Example: Jane Collins, 40, Business Analyst, Manchester, single mum.

Of the five personas you create, there should be one that supersedes all others. If that persona is satisfied, then the others are likely to be satisfied.

Each persona will reflect a different scenario. This will help the brand ensure their website caters to people who seek information, or people who are a new customer seeking to purchase etc.

The primary persona and a secondary persona are the most likely to be the brand’s customer type. They will drive the most revenue and therefore all communication channels need to be most suited to those personas.

The others are less common custom but which if the website is tailored to them could gain the brand additional revenue streams and can often help marketing managers / agencies to think outside the box.

To begin it is best to start with ‘some’ data. Run your website analytics tool and see which ‘locations’ your visitors came from. What keywords did they use to find the site? How many pages did they look at before they left your site? This is key strong data for creating personas.

The early persona profiling can also gain good insight from social media listening to find out what potential customers are saying about your brand online. As well as customer surveys, to hear from the customers themselves about their values and fears, key decision-making drivers.

The agency and marketing manager can design personas quite well, but why not gather a wider team. Announce what you’re doing and ask for one volunteer from marketing, customer service, R&D, HR and others. Anyone who interacts with customers and customer data should be involved in sharing their perspective on what makes your customer personas.

Using those key personas your team can then develop the factors that will achieve success, perceived barriers, decision-making criteria and their buyer journey for each segment. The brands user experience team and website developers will take over from there.

Follow the YouCom Media news posts to see the next developments.

Required reference:

YouCom Media News, Nov 2019, London, ‘Personas Success.’

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Drip or Burst?

Philip Wimbledon — Mon, 30 Sep 2019 23:01:17 +0000

Speed is the question as often as it is the answer. With advertising, do you run a fast short campaign (a ‘burst’ strategy) where the frequency of advert exposure is high over a short period?

Or do you run a slow long campaign (a ‘drip’ strategy) where your advertising is going out less frequently but for longer?

Certainly, a new brand or new product, a re-launched brand/product, or a new concept, something outside the status quo, will need a high frequency burst campaign to reach the most amount of people and get sales up to recoup investment plus build market share.

A brand already well positioned with their target audience only needs relatively low levels of awareness to reinforce the brand (PG Tips is a good example).

The drip strategy is good for firms with less seasonality such as staple food brands like Birds Eye Peas or Jacket Potatoes. The all-year-rounder brand. While, as discussed, technology will suit a burst campaign because it looks to recruit as many new users as possible before it’s either replaced or ‘benchmarked’ (ideas stolen & copied) by competitors.

So, whereas a traditional app download campaign works cost-effectively for established brands, new app ideas require a burst of activity to create a large number of downloads, fast.

This burst approach builds the user-base, but also impacts on the app rank in the download charts. Gaining that top spot in the download charts will lead to organic downloads of their own.

This is similar to how we use PPC to boost SEO. We prefer SEO (it costs us a lot less money!) but PPC is needed to get the brand reach. Some apps will require a burst campaign that is scheduled with events and the seasonality of certain categories.

Therefore, if you have a Daddy Christmas app, it’s no good paying for drip marketing in July. It would have greater ROI if advertised on the lead up to Christmas.

Social Media Marketing (SMM) as one more channel in the marketing mix can work with burst marketing strategies but it does perform rather well with drip marketing. You can schedule social media posts in advance and specify the frequency.

Many brands also use the drip strategies to close a sale. For instance, the shopping carts online that get abandoned can be followed up with drip messaging.

Persistent burst follow-up messaging will deter the sale, but drip marketing offers the ability to remain in the buyer’s mind and prompt a call-to-buy action, without risking the relationship.

There is a third strategy less well known. This is known as pulsing.

Pulsing combines the two strategies of drip and burst. This spreads advertising out over a period with some days on and some days off.

So instead of a burst of advertising, or a regular low-level frequency of advertising, there is a small burst and then an absence, then a small burst again.

As expected it can be quite expensive. However, when run in sync with good modelling it can result in better ROI. For instance, say you have a radio campaign that generates post-campaign sales for the next three weeks. Should you have had a burst campaign planned, you would now move to a pulse strategy of repeating the campaign every three weeks.

Follow the YouCom Media news posts to see the next developments.

Glossary:

SMM – Social Media Marketing

Required reference:

YouCom Media News, Oct 2019, London, ‘Drip or Burst?’

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Brand Location

Philip Wimbledon — Sat, 31 Aug 2019 23:01:12 +0000

Many aspects of retail marketing vie for position of prominence. But brand location has to be the most important decision-making factor.

Marks & Spencer’s once had a property portfolio of £1.2bn where 96 percent were freehold assets. Inevitably when a new CEO takes over and seeks a quick fix to problems of poor sales, they consider selling assets, so it was no surprise when in 2016 M&S sold 76 stores to a private equity firm for half a billion pounds.

However, a clear example where such brands are not just focused on retail marketing but also property marketing.

Each brand location is therefore a long-term financial commitment that will either become a balance sheet asset or liability.

Store location is however, an important part of the marketing mix. New store openings often assigned to the brand’s marketing agency to build PR around and ultimately increase footfall to a self-sustainable level to recover investment. But everything begins with brand location assessment.

Each brand has its own factors on a check list developed over time spent understanding their business. Trade area mapping is performed to assess demand. A good agency will employ mathematical modelling techniques, multiple regression analysis and spatial interaction models.

Basic checklist factoring can be used in nearly all cases without such assistance however.

Brand location checklist factors often already used by media agencies include: Local population size for customer base; Age profile; household size of local populace; income levels; disposable income; home ownership levels; life-style measures; cultural and ethnic groupings (are they more disposed to your brand or less?); general economic stability; occupation classifications; ‘Pedestrian flow’; Pedestrian entry routes to the location; What is the public transport like? What types of public transport are there?

Other factors include; Car ownership levels in the area and in the increased store radius that car travel facilitates; Will the location allow for your own parking? If you build a carpark on the location, will the reduced square footage of land used for the store recover the investment for the land effectively ‘lost’ to parking cars? ‘Signage’, what is the visibility like for that brand location?

And now the interesting part of retail location marketing – What are the competitors doing in that area? Are there anchor stores? Is there cumulative attraction? What turnover do you estimate gaining and how long before you break-even? What is the saturation index?

Other aspects include cost control; How does the purchase price compare to your plans? What are the leasing terms? Are there any building restrictions? Have the building costs been factored into the break-even analysis? What does your marketing agency plan for building your footfall up from zero to the required annual amount the brand needs to meet investment targets?

As you can see, there are many factors on a brand’s checklist that make expansion less than straight-forward. It’s important that all business partners are aligned and not just specialists in their niche field.

An agency aware of what’s involved with brand location analysis will understand how they fit into the overall picture.

Follow the YouCom Media news posts to see the next developments.

Required reference:

YouCom Media News, Sept 2019, London, ‘Brand Location.’

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Yarn Bombing

Philip Wimbledon — Wed, 31 Jul 2019 13:48:51 +0000

Guerrilla Marketing is a form of advertising that can be highly effective. It is where a company uses unconventional and often unexpected interactions with the public that promote a product or service or brand.

Yarn Bombing is one form of Guerrilla Marketing. In short it is where pre-crocheted squares or other large segments of material are suddenly sewn together with a few quick inter-linking stitches to form a colourful change of an ordinary everyday outdoor object (shown above a tree).

Guerrilla marketing uses a series of techniques to establish direct contact with customers. If the goal is to create an emotional reaction in potential customers (which it is) then Yarn Bombing ticks all the boxes.

The ultimate goal of advertising is to get others to remember products, services or brands in a different way than they are accustomed to (because that cuts through the advertising noise). Yarn Bombing such as that shown outside the museum of Comic Art in Frankfurt, Germany on a previously unambiguous sculpture of a moose*, certainly achieves memorability.

In 2013 Toyota commissioned the Yarn Bombing group known as Knit the City to create an outdoor advertising and guerrilla marketing piece. As Toyota are the sixth largest company in the world (by revenue as of late 2018), Yarn Bombing is no longer the province of ‘risk-taking young brands’ but should be considered by all marketing managers.

Knit the City is a group of “graffiti knitting and crochet” street artists founded in London, UK in 2009 and consist of four members known as Deadly Knitshade, The Fastener, Shorn-a the Dead and Lady Loop (which we think is fantastically funny and suits the light-heartedness of this medium).

Miller Lite are another international brand known to have used Yarn Bombing in their marketing campaigns.

Above the Jan Karski bench in New York, USA is a yarn bombing piece that achieved notoriety (though we presume Jan Karski or anyone else wasn’t sitting there at the time of the yarn bombing..).

Yarn Bombing has spread worldwide showing wide-spread appeal which means it becomes a useful platform for a clever brand and one can imagine the above installation** in Alicante, Spain depicting Pepsi for instance (Pepsi being said to be seen as more young and edgy than Coca-Cola).

When you consider that some yarn bombing installations don’t last more than a few hours (once can imagine the owner of the car in Alicante removed it before he/she went to work in the morning), its obvious careful planning is required.

YouCom Media plan and execute advertising strategies based on meticulous planning and focus group testing ensuring your brand is croch(yay) rather than (k)not.

Follow the YouCom Media news posts to see the next developments.

Data source:

* By Superbass – Own work, CC BY-SA 3.0

** By Joanbanjo – Own work, CC BY-SA 3.0

Required reference:

YouCom Media News, Aug 2019, London, ‘Yarn Bombing.’

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User Experience

Philip Wimbledon — Sun, 08 Jul 2018 13:04:30 +0000

Brands live or die by user experience. User Experience is how consumers interact with your brand on your website or social media site (or indeed interaction in any form).

Brands often turn to agencies for user experience testing, finding that something as simple as where a ‘buy’ button or ‘next’ button is positioned, can make all the difference between a 12 percent click-through rate and a 90 percent click-through rate.

The International Organization for Standardization (ISO) covering the psychological aspects of human-computer interaction, state in their standard ISO 9241 that “user experience includes all the users’ emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviours and accomplishments that occur before, during and after use.”

This demonstrates a point that many factors can influence your customer’s user experience. These factors can broadly be placed into three categories; a user’s state and previous experience; the properties of whatever system they’re engaged with (Website etc), and the usage context (the situation in how they are engaging).

When User Experience testing analyses representative users and reveals their working environments, their interactions and emotional reactions, the brand has a better chance of creating the perfect system environment for achieving more sales/engagement with their customers.

The perception of the customer experience with your brand (offline as well as online), will affect your brand image.

That user experience can be broadcast off your radar creating a negative spiral of a decreasing customer base.

User experience can also change over time, new factors can appear which mean a certain function of your website or store no longer connects with customers and breaks the careful steps of the customer journey creating a disconnect.

Often where that ‘break’ is can be very difficult to identify. All senior management know is sales are down and a clear reason why isn’t forthcoming. This is where some form of user experience testing is required on a periodic basis.

Website can fail with broken links, confusing phrases, poorly positioned ‘next’ buttons, long registration forms, phrases in headings, headlines and tags which don’t give immediate understanding to value and journey.

User Experience testing will discover which content is better suited to which customer segment you wish to target.

User Experience analysis will determine how to make content easy to find (good internal links from landing pages), which design layout generates greater click-through percentages and what leads to a faster page load (even what is the minimum page load time required for customers).

YouCom Media UX has found the following factors ensure continued customer website interaction;

The Content Factor: the right, good quality content will generate AIDA
The Navigation Factor: Careful positioning of buttons, next step commands, scroll bars, clearly identified journey paths to shorten the customer journey
The Speed Factor: Fast downloading, fast page loading, choosing the right content that achieves that goal
The Daisy Factor: A Daisy will only last a day or two without new water or sunshine. Google’s search spiders and customers will begin to find your website user experience less relevant to results the longer there is no new content or updated information

User Experience testing is affordable and vital. It can be all-encompassing or target specific areas which you feel are creating a problem. Contact Kelly in Account Services to learn more.

Follow the YouCom Media news posts to see the next developments.

Glossary:

AIDA – Awareness, Interest, Desire, Action

UX – User Experience

Required reference:

YouCom Media News, July 2018, London, ‘User Experience.’

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Buyer Behaviour 2

Philip Wimbledon — Fri, 01 Jun 2018 07:00:21 +0000

All is not quite what it seems when brands look at the consumers of their products. Some consumers simply ‘copy’ their friends to be like them. Others deliberately choose to be different.

The decision-making process is complex and led to a whole large module of marketing under the heading buyer behaviour. Many buying decisions are made when the customers don’t know the real reason for their purchase.

Many decisions are made unconsciously or emotively. Some reasons for buyer behaviour are logical and reasoned. Others are emotional decisions.

Brands over time learn the ‘best’ way to sell their products or service but only the best brands likely to remain the longest as market leaders, understand that this way fluctuates over time.

For example, Pepsi sell their product as a brand image representing a lifestyle of young, hip, trendy, cool, fresh, different. They appeal to the emotional decision of buyer behaviour. They do not sell their product as ‘logical’ or as a performance product.

A good advertising agency will research the client and understand this, as well as identifying when that brand may need to change their understanding of the key market buyer behaviour.

Pepsi has learnt that their key customer is influenced by the emotional decision for though they may say they buy “because it tastes better than Coca-Cola”, that may not be true (logical) and instead they are buying “because it’s Pepsi”.

Consumers attach their own personal value to a brand. The Pedowitz group state that personal value has two times as much impact on buyer behaviour as business value does.

They also agree that as much as 68 percent of consumers for your product who identify a personal value with your brand will pay a higher price for it. It is therefore a good investment to build the personal value via a good advertising campaign as you are able to increase the GM to recover it.

When brands advertising campaigns fail to attach the personal value to their brand product, the Pedowitz group show only 8.5 percent of buyers would pay the higher price. Most would simply choose the competitor product.

Emotion, created by the personal value attributed to a brand product, precedes the customer’s conscious decision and materialises in conjunction with the rational decision-making thought process.

Therefore, the highest value of ROI for an advertising campaign lies in how much personal value (and emotion) a brand can attach to consumer buyer behaviour. Probably one reason why there are so much cat videos online…

Follow the YouCom Media news posts to see the next developments.

Glossary:

GM – Gross Margin

ROI – Return on Investment

Required reference:

YouCom Media News, Jun 2018, London, ‘Buyer Behaviour 2.’

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Crocodile Dundee

Philip Wimbledon — Tue, 06 Feb 2018 11:52:28 +0000

The son of an Australian legend. Returns home.

Brian. Son of Mick Dundee.

Thirty years after Mick Dundee, played by Paul Hogan, brought Australia to movie going audiences worldwide, Chris Hemsworth and Danny McBride star in a sequel.

Marketing communications and advertising works best on the AIDA model. To gain awareness and interest in the product you’re advertising is the goal of all marketing managers.

To do so on as small a budget possible is the secondary goal (or the primary goal if you’re the Finance Director). Tourism Australia produced a very funny trailer to a (sadly) fake film sequel, simply entitled Dundee and gained high brand engagement.

Tourism Australia use a host of Australian stars including Chris Hemsworth and Danny McBride but also Hugh Jackman, Margot Robbie, Russell Crowe, Isla Fisher, Liam Hemsworth and Ruby Rose.

Ruby Rose is the latest up and coming actress having recently starred in the John Wick sequel opposite A-lister Keanu Reeves.

Featuring in the Super Bowl, the film’s trailer has a release date of: “Coming soon, Mate”.

Online engagement for the brand has increased by 1,256% according to Amobee.

Although Super Bowl advertising will drain any marketing budget (the latest 30 second Super Bowl adverts going for £3.5m), this great viral video could just as easily have been used with less budget.

As you can see, a very funny video. Amobee also gives us a comparative insight showing Tourism Australia’s use of comedy to have had an effect of twice the engagement statistics of Super Bowl sponsor Pepsi.

With brand giant Pepsi having deeper pockets, this is a marked achievement for the marketing team at Tourism Australia and an example of where the choice of advertising agency is the key.

It has often been proven, the smaller agencies can deliver greater brand engagement and awareness than those preferred by the giant brands.

Tourism Australia make a big emphasis on the ‘Dundee Hat’, using it to great effect on their landing page to tie promoted products (flying to Australia, Culture, Events to see) back to the video trailer.

Linking the products and services of your brand to the current Ad campaign is a simple easy way to increase engagement with your brand and boost sales.

Using humour in advertisement and marketing will also make your brand seem more “human” allowing you to build a relationship with your target audience.

Ben Franklin once said, “If you would persuade, you must appeal to interest rather than intellect.”

At YouCom Media, our advertising creates that level of brand awareness which incites interest. Your brand doesn’t want to be clever with intellect, it just needs to be interesting enough to drive a desire to act among your target consumers.

And for the record, we’re starting a petition to encourage Hollywood to make a Crocodile Dundee sequel! Retweet our twitter post to join the petition…

Follow the YouCom Media news posts to see the next developments.

Glossary:

A.I.D.A. – Awareness, Interest, Desire, Action

Data source:

Amobee

Tourism Australia

Required reference:

YouCom Media News, Feb 2018, London, ‘Crocodile Dundee.’

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Digital Behaviour

Philip Wimbledon — Sat, 01 Jul 2017 21:14:44 +0000

To meet performance targets and objectives, marketers must understand consumer’s digital behaviour. Are your customers spending more time on their tablets or their smartphones? On their desktops or their laptops?

Despite all the media coverage about how consumers like instant news wherever they are, computers still count for 66 percent of the time spent by people reading online news whereas mobiles count for less than 20 percent.

In addition, marketing staff need to analyse what stage of the buying cycle to target which message. Consumers spend the greater amount of time researching a new purchase on their mobiles, but the majority still make the final purchase on their computer or tablet. It seems we need the bigger screen when making a commitment to buy.

Consumers generally prefer bigger screens for video, computers for the purchasing stage, mobiles for location-based services and research, with wearable media for sports. But brands shouldn’t think they must employ a cross-device advertising approach, it may be that just mobiles or just tablets are enough depending on the product and the intended outcome for the consumer.

Consumers accessing health related services and products (think visits to the NHS website) do so using their mobile with a concrete 82 percent choosing that device. 67 percent use their tablet to look at properties.

Government websites are visited by computer users commanding 83 percent of activity from that device type. Only 22 percent of consumers use their tablet for shopping, versus those using their mobile or laptop.

But for entertainment including YouTube, Netflix and Spotify or shopping and books, the type of device is evenly matched. Therefore, brands targeting these industries have the choice of a more device neutral approach.

At YouCom Media we will plan your campaign with you, adjusting messaging to the devices most likely favoured by your target audience at the stages of the customer lifecycle necessary to achieve success.

Follow the YouCom Media news posts to see the next developments.

Required reference:

YouCom Media News, Jul 2017, London, ‘Digital Behaviour.’

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YouTube Space

Philip Wimbledon — Thu, 23 Mar 2017 19:35:21 +0000

One of these two vloggers would rather be somewhere else… Well now they can with the recent launch of YouTube’s “Space” for promising vlogger stars. YouTube took two years to build a 20,000 sq. ft. facility inside Google’s Headquarters at Pancras Square. For the next generation of Zoella’s, YouTube Space will give them access to top equipment and resource.

The equipment cost for the more established vlogger can easily run into the tens of thousands. At the London YouTube Space, there will be4K live streaming equipment with stages, studies and a 150 seat 4K cinema room. 360-degree cameras and virtual reality cameras are also available. Staff will be on hand to help give advice and top tips for how new vloggers can monetise their video channel.

However, you can only gain access to the new ‘Space’ if you already have more than 10,000 subscribers. Vloggers with more than 1,000 subscribers can still go to production workshops and receive an online course to help them increase their subscriber base.

YouTube’s London ‘Spaces’ is only one of many around the world. Their flagship ‘Spaces’ is in their Los Angeles office which boasts a 36 screen video display. They have the London one just opened in Pancras Square; then there’s Tokyo situated in their Roppongi Hills office; New York, located in the Chelsea neighbourhood of Manhattan; São Paulo in Brazil; Berlin, Germany in partnership with the MET film school; Mubai, India, Paris, France; and Toronto, Canada. With brands increasingly paying more attention to vlogger channels, the YouTube Spaces are big industry news.

Follow the YouCom Media news posts to see the next developments.

Required reference:

YouCom Media News, March 2017, London, ‘YouTube’s Spaces for vlogger stars’

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Paid To Walk. Bitwalking

Philip Wimbledon — Mon, 25 Jan 2016 11:32:45 +0000

Imagine being paid to walk. Every time you walk to the shops, walk to work, walk to school, walk anywhere, someone pays you money. Well that’s what Nissan Bahar and Franky Imbesi have created and it’s taking the world by storm.

Their mobile app counts and verifies each step you take, earning the walker 1 BW$ for approximately 10,000 steps (about five miles). Immediately you can see it won’t earn you vast sums quickly, but hey you’re paid just for walking to work which you’re going to do every day anyway..

The mobile app reports the speed and type of movement as measured by the ‘accelerometer’. However, the total amount a person can earn in one day will be capped at approximately 3 BW dollars (nearly 30,000 steps). That’s potentially 90 BW dollars a month (£65 approx.). The Bitwalking team have also developed algorithms to prevent users operating multiple accounts.

In 2015 and early 2016, there has been a trend for fitness trackers with Sony, Garmin, Fitbit to name a few all producing wrist bands that monitor how far you’ve walked. The Bitwalking app just goes that one ‘step’ further by offering an extra incentive to keep fit. In 2016 a Japanese electronics manufacturer is already working on a Bitwalking wrist band that will let users earn without needing to have their mobile with them.

There are many potential advertisers and partners for such an idea. Shoe manufacturers will be quick to come on board, health insurers (think of the advertising campaigns by Prudential life insurance), environmental firms and anyone courting publicity (Virgin are already linked to Bitwalking). Imagine the data insight potential advertisers could have access to, which alone would generate the real-dollars needed to get the scheme off the ground.

Concerns over privacy of individual users walk patterns were answered by the co-founder Nissan Bahar who stated “That won’t be for sale. We may explore offering advertisers the opportunity to focus on different groups depending on how active they are, but we won’t pass on any information relating to individual’s movements.”

Employers could be invited to participate where their employees are encouraged to be healthier and the Bitwalking currency that they earn could be converted then paid in their salaries.

It’s estimated that western world users would earn on average 15 BW dollars a month. It is unlikely users could swap BitWalk dollars for real money but they would be used to buy goods much like the barter system in place before money was invented. Businesses that offer free coffees when you buy nine drinks (think Café Nero) could very easily get on board.

Franky Imbesi says “For some Bitwalking will be a free cup of coffee a week perhaps offered by local businesses to encourage people to explore their local shops. For others it could be a game changer, transforming their lives by enabling them to earn and trade in the same way with the rest of the world.”

That is a major point of appeal in the developing world. Poorer individuals where people have to walk far to go to work or to school or just to collect their daily water, could all see real tangible benefits. In this way the western world that has long taken part in philanthropic charity events to help those in need, could help the poorest in the world. Some charity donations never reach their intended recipients due to charity overheads, corrupt local government officials or local gangs who steal food and other goods funded from Western charities. But if Western companies working with Bitwalking could provide goods that users can exchange for their Bitwalking dollars, those poor individuals would directly receive the benefits.

The online store will sell goods for the same price in BW$ as US$. Now the 15 BW dollars per month doesn’t seem so low. $15 is approximately £10.00. There could be many goods bought for say three months’ worth (£30.00) and all from just walking.

Keeping the virtual shelves of this online store fully stocked will be one of the first challenges for the new idea, but so far, so good.

Of course with such a new platform it isn’t available to download in the app store. It is invite only but YouCom Media hopes you succeed and you can try your luck via the link below;

[APPLY].

Follow the YouCom Media news posts to see the next developments.

Required reference:

YouCom Media News, Jan 2016, London, ‘You Can Be Paid To Walk.’

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