Tuesday, May 28, 2013

Curbing Your App-etite

Bob Aiese ©2013
"We need to build an app! There's a lot of internal pressure on us to launch something right away."

Our agency hears this request so frequently right now. It's become the hot button, the Holy Grail, the "be all and end all" for many marketing managers.

Before you spend those marketing dollars, however, there are 5 questions that you should be able to answer.

1. Is my business really ready for an app?
Developing the app is just the first step in the process. You'll quickly be confronted with other questions like these: Will it be made available through our website or through an app store? How will potential users become aware of-and download-updates as they become available? Will we need to cross departmental lines to support the app? In short, you'll need to treat this more like a long-term strategy rather than a separate effort.

2. What kind of apps do my target users like?
They probably have a smartphone (about half of U.S. adults do), but that doesn't mean they're using it to its full potential. In the U.S., Gen X and Gen Y users make up two-thirds of the app audience, so before you build make sure you understand your audience's app habits.

3. What do I want my app to accomplish?
Understanding exactly what your goal is for this app and making the programmers understand your expectations will help alleviate many of the questions and problems that you might encounter. And remember, your app must offer users new content and utilities...it should never just be a recap of the PDF's, videos and information that customers can already access on your existing website.

4. What kind of schedule is realistic?
Most apps require time to formulate, review, program, review, debug, re-review and sign-off on once you give the initial go-ahead. Depending on the size of the project, this could take a few weeks or several months. Taking this into account will help when you are ready to make the app available to the public and--because adequate promotion is truly necessary-make sure you also include time for support efforts in your development schedule.

5. What's my total budget? 
Once the scope of the project and the skill set
and number of specialists working on your app are finally determined, you might be shocked when you get the bill if your expectations (see #3) are not communicated at the onset. You should also plan to buy and develop other media to promote your launch.

Addressing these issues before you call your agency in for a meeting will ensure that your app is successful...and that your potential customers are receptive and satisfied!

Tuesday, May 7, 2013

Your Slice Of The Pie

Yesterday, Domino's Pizza launched a live webcam feed that enables customers to watch their pizza being prepared in real time. More than just a digital gimmick, it's part of the company's ongoing efforts to confront some unsavory impressions of their pies and to improve products and services.


Over the last couple of years, the messages from online posts and focus groups were loud, clear...and pretty harsh. Customers felt the pies were actually inferior to bland microwaved snacks and had "crust that tasted like cardboard".

Instead of burying the negatives, Domino's management confronted the problems head-on and went transparent. They did this by spicing up their pizzas with an added ingredient: online video.


The Pizza Turnaround video on YouTube captured the reactions of Domino's franchise owners, management and marketing teams, and even the chefs who craft the pies. Face-to-face, they reinforced the brand's values to viewers. And online visitors ate it up--with well over a million views!

The results: in 2011, the company's sales rose by nearly 20%.

So take a tip from Domino's. Open your digital doors and let customers in with relevant content that shows them how to enjoy your products and what your brand really means. If your advertising and marketing menu for the rest of 2013 doesn't already include a healthy portion of video, you need to place your order. Now.

Thursday, May 2, 2013

On The Aisles: Tradeshow Multimedia

Bob Aiese ©2013
If you think back to the last conference you attended, you're likely to agree that multimedia presentations were just about everywhere. There's a reason for that. Studies have shown that interactive multimedia displays at trade shows can increase customer leads by a minimum of 20%! Some of the reasons behind this are obvious.

• Familiar Territory
Multimedia and interactive presentations are now enmeshed in our daily lives. Thanks to smartphones and mobile apps, consumers and customers expect the answers they seek in an instant. An ideal interactive presentation welcomes conference attendees to your booth, and then enables them to help themselves to vital information.

• Star Quality
Getting noticed at the show is always a challenge. But a combination of animation, special effects, video and arresting headlines can carry enough visual impact to lure potential customers into your booth.

• Speed Reads
Detailing your 40-year company history or explaining the intricate design features of a new product probably involves a lengthy conversation. Multimedia gives you the ability to get to the heart of the matter and quickly tell your story in an engaging way.

Those were some of the easy advantages. But perhaps you've already invested a great deal of time and money in producing a dazzling multimedia presentation and your leads haven't increased that significantly. Right now, you might be rehashing some of the following positives, which could be hiding other critical issues.

"The presentation is amazing...like nothing we've ever done before!"
Multimedia shouldn't break totally new ground. That's why we always advise our clients that the images, words and visual icons used throughout the booth and in handouts should be the building blocks of their interactive presentation. Reinforcement of key messages also helps to make the experience more memorable.

"The booth representatives say that it covers absolutely everything."
Our creative strategy team holds firm when asked to do a presentation which includes all the "talking" that the salesman used to do. Too often, multimedia is crafted to cover every detail of the company pitch, rather than to enhance and deepen it.

"Our staff was a little hesitant at first, but we knew they would see the advantages once they started using it at the show."
Our agency usually starts out by listening to sales and booth reps and assessing their needs. Be certain that your staff is very enthusiastic about the overall experience and that they are also 100% comfortable about using the new technology. If show representatives aren't excited about the multimedia in your booth, then show attendees won't be either. You might also consider maximizing the impact of the larger display by adding tablet-driven applications for booth representatives that will drive conversations.

"The agency that produced it delivered a real winner, even though they had never worked with us before."
Don't choose an agency solely because of the work they've done for other clients or the new techniques they offer. They need to be familiar with your company's reputation, objectives and goals. To sum it up, their specialty should be you, and not just bells and whistles.

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