“Customer Value = Perceived Benefits – Perceived Costs”
It’s a simple equation learned by marketers early in business school. But which side of the equation can best be influenced to motivate a sale? Which has more enduring effect on the customer experience?
Adding benefits over discounting is the better play. Here’s why:
1. Earns Stronger Goodwill
A customer feels better receiving more of something than feeling like they got something for less. While everyone likes a deal and money saved, adding things like a free attachment with a sweeper purchase is a “purchase trophy” of tangible value
2. Lengthens the Value Tail
Not only do we put a higher value on products or services that we pay for, but that value endures. Having a tangible reminder of that transaction lengthens the “value tail” and leaves a more enduring impression of the brand. (more…)
Google Express, the same-day shopping service, just rolled out in my area (Washington, D.C.), so I decided to give it a trial run.
The user experience is simple and clean. You’ll need a Google Wallet account which requires a quick registration. Delivery is free on orders over fifteen bucks if you commit to a $10 monthly or $95 yearly subscription fee.
I placed an order for toothpaste and mouthwash at 11am and WHAMMY: it arrived on my doorstep by 4:15, via Google Express-branded delivery car and pleasant delivery dude.
Retailers vary by region, and inventory can be limited for speciality items, but they’ve got most of the bases covered in DC: grocery, drug, babies, books, sports, office supplies, and one oddball: guitars.
The takeaway for CPG brands? Services like Google Express, Amazon Prime, Peapod and others are changing the way people shop in a significant way. And they’re making it easier to justify your investment in eCommerce (since Google Express is sourcing from the same retailers you already partner with).
Same-day service also challenges the conventional shopper marketer’s wisdom that eCommerce is irrelevant for so-called “mission trips” (for products that are needed right away). And once these services start to layer on alerts for profile-based offers and one-click ordering, the barriers will really start to fall away for the average consumer.
In the past, I was always reluctant to buy low-interest household items like toothpaste online. With same-day service, it’s one less stop to make on my way home from work, and probably saves me 15 minutes. Which at the end of a workday is all that matters.
Brunner’s innovation lab, BHiveLab is recognized as one of the first true agency innovation labs. At our 2013 industry creative technology conference sponsored by the 4A’s, we were asked to chair the innovation lab session which took a look at various successful innovation lab models. During the 1 hour session there was one question that was asked repeatedly of the panel – How do I get started?
This Slideshare deck contains my personal top 10 steps to starting a successful agency innovation lab.
Smarter, faster brands today are looking at the mix through a new lens: the customer (or user) experience. Because the ability to continuously engage consumers to build brands, drive sales and increase customer loyalty requires a new mindset. And better content to satisfy that experience.
The velocity at which consumers move through the purchase path is faster today than it used to be. That’s why mapping the customer’s journey—across all media touch points (paid, owned and earned)—is so critical. Defining a clear role for each communication at each stage of the journey will help guide companies (and their agencies) on tactics and connections that move consumers closer to desired outcomes.
Brands today are increasingly content driven. The brand itself is content. Big brand ideas still connect with consumers at an emotional level, but at the heart of brand activation today is content. Content that meets their emotional and rational needs. Content that creates utility and meaning. It may be created, curated or sponsored by the brand, or perhaps generated by consumer.
Hello, brand marketing? Meet brand publishing.
Great content marketing requires the proper attitude, vision and strategy. Your compass is still your customer but their attention is the new currency. There is no completion date for content, especially in the age of the connected consumer. Above is a tool to help you get organized.
With fragmentation comes complexity. And with complexity comes an appreciable amount of misguided perspective, including sweeping statements about tactics and technologies that derail smart approaches in digital marketing.
The decision to use or not use responsive design is one of the more recent debates where the facts are getting swept under the rug. So we wanted to bring some clarity to how brands should approach this important choice.
Responsive Web Design (RWD) is a web design approach aimed at crafting sites to provide an optimal viewing experience across a wide range of devices (from smartphones to tablets to desktops). A site with RWD adapts the layout to the viewing environment by using fluid, proportion-based grids, flexible images, and CSS3.
Thanks Wikipedia! In short, your site’s design—and it’s content—responds to the user’s device.
SEO & Responsive Design: Perception
Here’s a sampling of what we’ve heard in clients’ hallways and some industry conferences:
- “Google prioritizes sites that have responsive design.”
- “Your site will not be found in Google unless it’s responsive.”
SEO & Responsive Design: Reality
This is not true. (more…)