Where have all of the “customer first” heroes gone?

April 13th, 2017 by Megan McKenzie

LOS ANGELES – FEBRUARY 22: United Airlines airplanes on February 22 2016 in Los Angeles. United Airlines is an American airline headquartered in Chicago.

Years ago, I worked on the in-house communications/public relations team for Nordstrom at their Seattle headquarters. One of the things that Nordstrom was known for at the time was their truly legendary customer service. Those were the days of stories like, “Nordstrom loves its customers so much that they will accept any returns, no questions asked — even snow tires!” Of course, Nordstrom doesn’t sell snow tires, but that famous return did actually happen several years ago at their store in Anchorage, Alaska.

Every employee at Nordstrom from the most entry-level clerks to the most senior executives were empowered to put the customer first in all decisions. It was a policy that profited the company greatly and polished their brand reputation until it sparkled for many years … until other issues started to bring down the great fashion retailer. But that topic is for another day. Today, my rant is about: Where have all of the “customer first” brand heroes gone?

Starbucks is making good progress in this area due to the great work of my former WE colleague Corey duBrowa, now SVP of Global Communications at Starbucks, and the rest of the Starbucks team.

But, today I have another company on my mind. United Airlines. No one can escape the onslaught of negative coverage, social media slams, witty/scathing slogans, memes and non-stop commentary about this airline that is losing altitude … fast.

I’d like to offer United Airlines’ corp comms team some well-intentioned advice that they may or may not already be thinking about. I hope that they don’t mind this armchair quarterbacking on my part. I’m just so fired up about this situation (and I really feel your pain, guys) that I just have to say something. I’ve dealt with some crazy crisis situations over the years, but nothing like this.

10 “Must Do” Steps Toward Recovering Brand Trust for United Airlines

1. United Airlines’ leadership team must acknowledge that the company has a widespread fundamental disconnect regarding customer service throughout every level of the organization. That said, given the blowback so far, I’ve got to believe that CEO Oscar Munoz is now definitely onboard with taking a proactive approach to solving this problem as quickly as possible. If he is still resisting counsel then United Airlines has an even bigger problem and I wish the comms team the best of luck with that. But, I believe that Mr. Munoz is smart enough to know that he needs to listen to advice and lead United Airlines out of this mess by sticking to a “customer first” and “just do what you know is the right/moral thing to do” standard operating procedure. That should be SOP 101 in times of crisis like this.

Also, while people around the world are calling for the United Airlines’ board of directors to fire the CEO over this, I don’t think that is the right move since he is relatively new to his role since being named president and CEO of United Airlines in September 2015. He may have not yet been able to make all of the changes that he wants/needs at the organization to improve its flight pattern. That kind of distraction and disruption over a CEO change at such a large company is to helpful during a time of crisis … unless the CEO is part of the problem. I have never met him but if CEO Munoz is a strong leader, “gets it” and has hero potential he should be supported. If not, another leader should be brought in.

This is the time for Mr. Munoz to make some bold moves and man-up. He actually has the opportunity now to set a heroic course for this company’s future. I hope that he does. It will take a tremendous amount of work and courage but the results could be transformational. By focusing on customers now, he will ultimately maximize profits for his shareholders in the future. But, by only focusing on maximizing profits now at the expense of customer service will totally jeopardize the airline’s future success.

2. CEO Munoz should empower all employees at every level to “put the customer first” in all interactions and empower them to make smart decisions about how to support the “customer first” goal.

3. Establish and clearly articulate a new era of customer service for the company. This new vision and “sense of purpose” about customer service must be so well described and engrained that employees have no hesitation when making decisions on the fly. Sure you can roll out a company-wide memo but this needs to be more than that. Everyone must live and breathe this total customer service mentality for all customers (external or internal). That means the executive suite too. No exceptions.

4. To roll this out, get professional leadership and change management experts to assist with this employee transformation work. We work with some great groups who do this and they’re probably calling United Airlines now.

5. For the external comm team, it’s time to re-group and establish new ground rules with the execs. No execs or management should be making any public comments without being fully vetted by the comm team and all company statements litmus tested against the “customer first” policy. Also, you guys need to tighten up your “one voice” policy or get a clue if you don’t have one. Why did the public statement apologizing for the actions of employees and the leaked employee memo supporting the employees’ actions directly contradict each other? Hello! All communications should be considered public. Everything will be leaked. Always. In fact, it is good to be transparent and authentic in a time of crisis if you are truly working hard to do the right thing.

And, a little common sense reality check wouldn’t hurt either. For example, why the heck didn’t someone just charter a small airplane to fly those flight attendants and pilots to their next flight hub? Of course, they couldn’t drive or fly themselves since safety rules require that the crew be well rested before a flight. A chartered flight would been a comparatively inexpensive option compared to what may turn out to be a multimillion dollar loss of business and devastating brand equity hit for the airlines due to this PR fiasco.That should be one of the first lessons of “customer first” decision-making that employees will be encouraged to do going forward.

6. A little humility, transparency, authenticity and mea culpa is also in order for all external comm. While yesterday’s announcement that UA was refunding ALL passengers onboard who witnessed that infamous “customer dragging” on that flight probably seemed like a good idea on the surface, I’m not sure all of the potential blow-back scenarios were totally thought through. That generous move was seen by snarky commenters on social media as “manipulative” and “just a protect the bank account move by United Airlines to avoid getting sued by all the passengers.”

I liked the decision that United Airlines made to put their money where their mouth was on the response, but somehow their apparently sincere mea cupa didn’t resonate with the public. Or, maybe it was just that the United Airlines’ long history of, well … being a “jerk” about customer service means that the public has LOST ALL TRUST IN THEIR BRAND. Yikes! So, no matter what they say, no one is going to believe anything that they say for a really, really long time. Their positive actions and focus on customer service wins will have to speak louder than words.

I think a more simple approach for a statement could have been along the lines of this (simplified language here):
“We screwed up. We are very sorry and we are very embarrassed by our company’s actions. That is not how we ever want to treat our valued customers. We are taking immediate action to fix our customer service and working hard to win back your business. What do you think we should do to fix this and become the airline that you want us to be?”

The important thing is to be humble enough to ASK for feedback and engagement. It may be a very painful process but the more customers engage constructively in giving feedback, the more they will stay engaged in the outcome and hopefully that will be UA’s opportunity to win back their business.

7. Kick off a customer listening campaign (see above).

8. Make sure the company is walking the walk and talking the talk before making any lame announcements about customer service improvements. Only totally authentic customer service hero stories will do and they can’t be forced/manufactured. This is going to take TIME and patience.

9. CEO Oscar Munoz must give United Airlines’ comms team the time and space to work with the rest of the company’s “repair” teams and outside consultants to slowly help the company and its beleaguered brand heal from this event. This will take an investment of time, money and patience.

10. Oh, and quit overbooking your flights! Give your comm team a break here because if overbooking fiascos like this continue to happen then your PR team will be on a non-stop fire-fighting treadmill until United Airlines is permanently grounded by bankruptcy.

Maybe this is United Airlines’ opportunity to emerge from the proverbial ashes of this mess and transform as a new kind of airline that REFUSES to overbook its flights. That seems to me to be one heck of a way to differentiate the company from the pack. Sure, there will be a financial short-term hit but over time customers may be willing to pay more for the peace of mind that comes from guaranteed flights and higher levels of customer service with authentic, real-time opportunities for customer feedback in a environment of constant improvement. One can only hope.

That is my rant for the day. I could go on with more ideas but it’s time to get back to work. Thank you for listening.

What do you think about the situation at United Airlines?

Does hacking impact your company’s brand? You bet.

March 13th, 2017 by Rob Goodman

hackingIf it’s on the internet, it’s real, right? When Sony Music tweeted that Britney Spears had died, the rumor spread like wildfire. Hacker group OurMine recently hacked and then mocked NetFlix by saying, on NetFlix’s Twiter account, “Hey, it’s OurMine, Don’t worry we are just testing your security…” As noted in The Atlantic, even more disruptive was the two-hour morning outage in October 2016 of Twitter, Reddit, Spotify, Github, and many other popular websites and services that became effectively inaccessible for many American web users. What was unique about this attack was the perpetrator used a botnet composed of so-called “internet-of-things” devices—namely, webcams and DVRs—to spam Dyn with more requests than it could handle.

“The software uses malware from phishing emails to first infect a computer or home network, then spreads to everything on it, taking over DVRs, cable set-top boxes, routers and even Internet-connected cameras used by stores and businesses for surveillance. These devices are in turn used to create a robot network, or botnet, to send the millions of messages that knocks the out victims’ computer systems.” Imagine coming home to find your thermostat turned up to 80 degrees or your toaster on. It may be funny on the surface but think about the damage this can cause.” –USA Today

Fourth-Hacker-Stealing-Sensitive-Data-from-Game-Companies-Pleads-Guilty-477527-2The bottom line is that we live in a world that’s run by computers and everyone knows that hacking is a major problem. The hacking of social media accounts can range from the annoying to downright scary. For example, hackers stole 32 million login credentials from Twitter in 2016 and then more recently  there have been political attacks like the one on the Democratic National Committee and the reports of Russian hackers impacting the 2016 U.S. presidential election. Sadly, there are even YouTube videos that teach people how to hack social media accounts.

While it’s clear that cybersecurity is an issue that impacts all of us, companies need to consider how the attacks can impact their brand, and how they can prepare in advance to combat these issues. While these episodes can be embarrassing, companies need to realize that ensuring customer loyalty is critical. Most people think of this as an IT issue, but in reality it is also an important brand issue. As noted in Chief Marketer Magazine, here are five things that companies can do to prepare for a cybersecurity crisis:

  • Put preventative measures in place. Mimic access control procedures, governance, and policies that your CIO imposes on their IT teams.
  • Train all of your marketing staff on basic information security practices.
  • Change your passwords regularly.
  • Make your creative teams aware. If you incur a breach, a savvy move might be to launch an immediate campaign on improving security across the organization as a whole.
  • Get PR involved. Make sure that your internal and external PR teams are involved in developing and implementing a brand recovery plan.

Are you prepared to protect your brand from a hacking scandal? The McKenzie Worldwide team has extensive crisis communications experience and we can help you prepare for and manage through these kind of cybersecurity issues that can negatively impact your brand. Please contact us if you would like to discuss how our team can help your company.

McKenzie Worldwide Joins PDX Cyber Camp Sponsor List

February 20th, 2017 by Megan McKenzie
Students in class working on desktop computer

PDX Cyber Camp helps prepare students for employment in the rapidly growing field of cybersecurity.

McKenzie Worldwide is proud to be a sponsor again of this year’s PDX Cyber Camp which is focused on providing motivated high school students with a hands-on, introductory experience to cybersecurity principles, including hands-on implementation of cybersecurity policies and practices in Windows and Ubuntu operating systems. We’re also particularly excited about the camp’s “Girls Only” session which hopes to inspire young women to pursue rewarding and high-paying technical careers in cybersecurity.

Lincoln High School’s Coding Club and EnergySec are a driving force behind the cybersecurity camp which is organized and managed by a team of high school students, educators and industry professionals. This year, Pacific Star Communications, Inc. (PacStar) is the Title Sponsor of the 2017 PDX Cyber Camp which is great news! PacStar provides specialized hardware and software solutions for military and commercial customers requiring reliable 24/7 advanced communications so cybersecurity is very important to them.

Cybersecurity is one of today’s hottest technical fields, with some experts forecasting a shortage of up to 1 million of trained professionals in the coming years. Careers in cybersecurity can be incredibly rewarding, high-paying, and are in demand worldwide in just about every industry.

Camp Details:
• Date: Monday July 17th through Friday July 21st, 2017
• Camp Times: Full day camp.
• Camp Reception: Thursday, July 20th
• Location #1, (Girls Only) Lincoln High School, 1600 SW Salmon St, Portland, OR 97205, Room #223
• Location #2, (Co-Ed), Center for Advanced Learning, 1484 NW Civic Dr., Gresham, OR 97030
• Location #3 (Co-Ed): Mentor Graphics, 8005 Boeckman Rd, Wilsonville, Oregon
• Cost: $150. Scholarships available based on financial need.
• Food: Lunches provided.
• The camp facility supports a maximum of 30 students, and will be limited to that size so each student will have a dedicated computer system.

Curriculum and Highlights:
• Introduction to cybersecurity and ethics
• Introduction to VMware Player
• Hands on security configuration of Windows and Ubuntu operating systems
• Mock cyber competition
• Guest speakers from leading cybersecurity companies
• Networking reception with security business professionals

Instruction will be provided by industry cyber security experts as well as advanced students, and/or instructors from educational organizations. Each student will have their own dedicated high-performance computer during the class, which includes extensive labs.

The program will include guest speakers with deep experience in cybersecurity technologies and careers. 2016 speakers included cyber incident responders, malware analysts and cybersecurity researchers from Lockheed Martin (Leidos), RSA, Intel Security, Galois and PacStar.

By participating in the camp, students will receive valuable experience that can help them qualify for cybersecurity internships at local companies. Three students on the 2016 organizing team of this camp landed internships at cyber and network security companies in Portland.

The PDX Cyber Camp is non-profit and volunteer driven. All proceeds and sponsorships go only towards direct expenses such as curriculum, supplies, and outreach expense.

Apply for the camp now by visiting this link:

http://bit.ly/pdxcyber

Tek Pulse: Science news you can use to build your brand

February 2nd, 2017 by Editor

Editor’s Note: This a reposting of the Tek Pulse, a regular blog roundup of the latest and greatest science news McKenzie Worldwide puts together for our client Tektronix. Blog features like this are an affordable way to build your company’s social presence and drive traffic to your website. Drop us a line to learn how we can do the same for you.

tekpulse175

1. Can the donut-shaped magnet ‘CAPPuccino submarine’ hunt for dark matter? Institute for basic science, January 23, 2017, EurekAlert – Scientists have taken a big step forward in the hunt for dark matter. Everything we see accounts for just four percent of the Universe, the rest is dark energy and dark matter. However, we have never been able to directly detect dark matter. One possible dark matter particle is an axion, but special technology is needed to catch their presence. Currently, scientists in South Korea are in the process of building such technology, using haloscopes. Haloscopes contain resonant cavities immersed in an extra-strong magnetic field. The magnets in the haloscopes are the most important feature and in order to find the axion, the team had to develop a new kind of magnet shaped like a donut, called toroidal magnets. The next step is to develop and prototype new machines in the hunt for dark matter.  For the full article check out EurekAlert.

2. New design strategy for longer lasting batteries, Amanda Morris, January 23, 2017, TechXplore –With every charge and discharge cycle on a smartphone its battery capacity decreases, eventually rendering the device useless. In most cases, this degradation is due to the cathode in the device. Now a professor at Northwestern’s McCormick School of Engineering has developed a solution. He created a computational design strategy that can pinpoint optimal materials to coat the cathode in lithium-ion batteries, thus extending the device’s battery and its life. The coatings could provide a barrier around the cathode to prevent degradation from hydrofluoric acid or may react positively with the acid so there’s none left to harm the cathode. The bottom line is, using computation as a design strategy quickly narrows down the potential materials to a manageable number to test experimentally, which will result in the accelerated development of many new materials in the future. For more information visit TechXplore.

3. Highly entertaining: Algorithm watches movie trailer and identifies objects in real time, Heather Hamilton, January 23, 2017, Electronic Products – Recent improvements have increased the speed and accuracy that algorithms can successfully identify objects. Now, a new algorithm called Yolo-2 (Yolo is an acronym for You Only Look Once) can identify multiple objects within the same image. A team of researchers developed and tested their algorithm on the “Wolf of Wall Street” movie trailer with a threshold of .15, meaning the algorithm will only react to objects detected with a confidence of 15 percent or higher. The team claims that Yolo-2 has many advantages over similar systems. For instance, it can look at the entire image so its predictions are informed by global context in the image and Yolo-2 is 100 to 1,000 times faster than other algorithms. For the full story check out Electronic Products.

4. Ultrafast Camera Captures ‘Sonic Booms’ of Light for First Time, Charles Q. Choi, January 20, 2017, LiveScience – A new superfast camera has captured the first ever video of sonic booms. Sonic booms are cone-shaped wakes of light or “Mach Cones.” Sonic booms are created by events like an aircraft flying at supersonic speeds. To capture video of the event, an optical engineer and colleagues at Washington University in St. Louis developed a “streak camera” that could capture images at speeds of 100 billion frames per second in a single exposure. There are other imaging systems that can capture ultrafast events, but they require hundreds, or even thousands, of exposures before they can see them. This new system, on the other hand, can record such events in one exposure. The team says their technique could be useful for recording events in complex biomedical contexts, such as watching neurons fire and to image live traffic in the brain. For more information visit LiveScience.

5. And lastly, the most popular Tektronix download of the week goes to – Worldwide Spectrum Allocations Poster. For all the International Frequency Allocations, right at your fingertips, download this colorful poster.

Download your copy today!

Strengthen your brand without creeping out your customers

October 19th, 2016 by Rob Goodman

The Internet of Things (IoT) presents a great opportunity for marketing executives. As noted in Forbes, “Data analytics and IoT – two emerging keystones of the digital economy – are fueling something of a feeding frenzy of grand proportions in the tech space…Much of the action was driven by the push to adopt IoT and data analytics capabilities and intersection between the two.” While the growth potential seems to be limitless, I often wonder if technology is going too far.

customersI read an article in Business 2 Community that talked about how the IoT provides marketers “With such abundant user data and the availability of instantaneous consumer feedback, brands should consider themselves in direct, near constant conversation with their customers.” Shifting gears, I turned to Chief Marketer and read about how “The information from these devices will allow marketers to better understand how customers interact with different platforms. These insights will lead to radically new ways of capturing people’s attention and engaging their loyalty.”

Which begs the question of how do marketers leverage the IoT to improve customer experience without annoying their iotcustomers? We recently placed an article for our client, e-Spirit, about this issue in The Marketing Scope titled “Leveraging The Internet of Things To Turn Content Into Revenue.” What is most interesting to me is the idea of empowering marketers with the ability to deliver personalized content to help consumers make better decisions. For example, what if I’m in a store where my friend registered for her wedding and the location-based app points me in the direction of items on my friend’s registry? That type of service helps me spend less time searching for the gift and more time with my family, which sounds pretty good to me. Plus, I don’t consider it an invasion of privacy or badgering by the retailer.

For marketers the IoT presents a great way to share relevant information with customers without overloading them with worthless information. At McKenzie Worldwide we work with a variety of technology companies that help improve the customer experience. Can we help boost your company’s marketing power?

Building brand the right way

October 13th, 2016 by Rob Goodman

brand-2Branding is a buzzword that’s tossed around all the time in the marketing world. I Googled the term—define branding in marketing—and came up with this definition: “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. An effective brand strategy gives you a major edge in increasingly competitive markets.”

Why is this relevant? I just read in the Portland Business Journal that retailer HHGregg is closing all of its 222hhgregg_logo_a_e
stores on Thanksgiving. Company CEO Bob Riesbeck said that “It’s important to us that our associates are able to be home with their families on Thanksgiving, and we are encouraging our customers to do the same – knowing great deals will be available online on Black Friday and through the weekend.”

This giant retailer is not the first company to take this path. But other companies in this space, namely Macy’s, Target and Kohl’s, are open on Thanksgiving as they try to complete with the growing online retailer community. You can argue the issue on many levels but my interest lies in the branding aspect.

Does closing its doors on Thanksgiving so that employees can be with their families make you want to shop at HHGregg and avoid Macy’s? Last year Apple launched its Apple Global Volunteer Program. Locally, Nike has its Nike Community Impact Fund. Do I now have a preference to buy products from Apple and Nike simply because they give back to the community? Maybe and maybe not, but knowing about these types of programs raises my awareness of the companies which, in turn, helps them to build a positive brand.

When your company designs marketing programs, do you take into consideration how the product or program will be viewed? Is it worth it for large retailers like HHGregg to take the financial hit by closing its doors to allow their employees to focus on family first during the holidays? The impact on the bottom line might not be positive, but the impact on your brand and your employee well-being certainly will be.

How successful marketers turn content into revenue

September 26th, 2016 by Rob Goodman

Delivering the right content to the right person at the right time on the right device is a big challenge for marketers everywhere. With so many channels available to reach customers—desktop, mobile phone, tablet—it’s hard to know which technologies are the best for delivering your message to your target audience. Another important issue to consider is which channel a customer likes to receive content on. Personally, I’m a big fan of email but many people I know prefer to receive content on their mobile device. What’s a marketer to do?

For one of our clients the growth in this area offers a huge opportunity. e-Spirit recently launched FirstSpirit CaaS which allows companies to streamline content delivery across multiple channels. As noted in a recent article in CMSWire, e-Spirit’s Andreas Knoor stated that, “Companies that rely solely on traditional content management will sooner or later find themselves unable to take advantage of the enormous business opportunity the Internet of Things (IoT) presents, or keep pace with app and smart device innovations. The result will be an inability to satisfy the needs of today’s digital consumer.”

iotSo why all the hype around the IoT? Some people feel it’s just a buzzword, but those people are missing an important point. According to research firm Gartner, the IoT is the network of physical objects that contain embedded technology to communicate and sense or interact with their internal states or the external environment. The growth of the IoT is incredibly important to retailers because personal electronic devices can receive fresh content from retailers which opens up a huge channel to connect with customers. How big are the stakes here? Gartner estimates that by 2020, more than 20 billion connected things will be in use across a range of industries and the IoT will touch every role across the enterprise.

As mentioned in InformationWeek, Gartner says that the growing importance of the IoT and how connected devices, along with the data these devices collect, are changing the way IT is viewed within large businesses and enterprises. Gartner also states that “business analysts and developers of information-centric processes need to have the expertise and the tools to implement IoT aspects that play a role in their systems.”

So the question becomes, how can today’s marketers provide their customers with the content they need on the right device at the right time? At McKenzie Worldwide we have extensive experience working with some of the world’s leading Web content management, enterprise content management and customer experience companies. We can help you navigate through the complex worlds of these markets and provide the best communications strategies to help you take advantage of the IoT opportunity.

Surviving and thriving in market chaos

September 21st, 2016 by Jessica Bettendorf

market-chaosIt can sometimes be difficult to get publications interested in certain topics – some more so than others. Leadership development (who hasn’t read about that a million times?) falls into one of the more challenging topics.

The trick is to make the shop-worn topic relevant in today’s world. We recently placed an article in Training Magazine for our client Cerebyte by leveraging the trend of market chaos — the idea that almost every industry is undergoing disruptive change.

Take a look at how Uber has disrupted the taxi industry or how Zoom Care and Urgent Care have disrupted the healthcare industry. We are constantly being disrupted by mobile computing and if your industry hasn’t faced disruption yet, chances are it won’t be long until technology fundamentally changes the rules.

These changes have put pressure on training programs as well. The Cerebyte article, Embrace New Leadership Programs to Survive in Disruptive Markets, discusses the need for innovative transformational leadership programs and provides readers with its own leadership development methodologies.

The impact that partnering can have on your brand

July 28th, 2016 by Rob Goodman

amazon-300x300On the surface the idea of having your company partner with a larger company sounds like a good idea. With any luck your company will increase sales and possibly be able to create joint marketing opportunities like presenting together at an industry trade show or by writing a byline article together. However, sometimes there is another side that must be considered when partnering with another company, especially if that company is an 800-pound gorilla such as Amazon. The main drawback is that the larger company might dominate sales and marketing activities and thereby position your company as a small fry that doesn’t merit much attention. What’s even more important is that the larger company can have a direct impact on your customers and your company’s brand.

For example, during Amazon Prime Day (APD), a number of smaller companies spoke about how they approach customer service and want to be responsible for the creating a positive customer experience. One company, underwear retailer Mack Weldon, decided to opt-out of APD in order “to keep its long-term customer experience intact.” Another company, BedBand, sells through Amazon but the founder has “lost all trust in Amazon” when she saw her revenue plummet by half because Chinese companies were undercutting BedBand’s prices by writing positive, albeit false, reviews that appeared on Amazon.

In addition, as discussed in Investor Place, some brick-and-mortar stores, who also sell their products online, like to 2000px-TheHomeDepot.svgpromote the fact that customers can receive hands-on help by coming into the store. Home Depot said that its customers like to come into the store to get a feel for what they’re buying. Similarly, Ulta Salon, which is a cosmetics company, offers interactive experts in their stores for people who like to try different make-up styles and brands at the store.

When your company decides which partners to work with, do you take into account how that partnership will affect your brand? Immediate sales might look great in the short-term, but what about all of the effort you’ve put into building brand equity?

How important is your brand? Is it worth it to increase your sales simply to be associated with a larger partner even at the potential cost of hurting your customer’s experience? Admittedly, sometimes it’s hard to put long-term brand recognition ahead of short-term sales, but building and maintaining your brand is a goal that every company should strive for.

What type of interactive content is the best for building your brand?

June 15th, 2016 by Jessica Bettendorf

interactive contentInteractive content takes many forms, from online quizzes, surveys and assessments to fun, informative and engaging photos and videos. Often, people who are engaging with interactive content might not even realize they’re engaging with a clever marketing program when they click on a photo or take a quiz.

The value added to a brand from interactive content is substantial. When executed correctly, it can drive user engagement, increase brand awareness, generate leads and add to loyalty/retention and sales.

One form of interactive content is online quizzes. We have all seen them and I’m sure you have taken one like that in the past. This type of interactive content can be fun and encourages your audience to participate and engage, while simultaneously increasing awareness of your brand. Of course, not all quizzes need to be light weight. For example, if your target audience is engineers or software developers then your quizzes may be very technical because they love technology.  An interesting quiz that tests your customers’ or potential customers’ knowledge could be a great way to market your brand and engage your audience. Here’s an example of a quiz that our writing team developed for Tektronix about power supply measurements.

Assessments or surveys that ask insightful questions about user satisfaction are another great marketing tool. This form of interactive content not only draws in users, but it could also be a way to learn where improvements are needed within your company.

Multi-touch photos and videos are also useful; they give visitors a 360-degree view of your company’s products or services. Car companies or vacation resorts often employ this marketing method, which allows customers to have the complete picture before they decide to buy. This method can increase satisfaction and sales by making customers feel secure in their decision to purchase your product or service.

Interactive e-books or white papers are used to highlight the features of a solution, product or service. These are great tools for encouraging potential customers or clients to learn more about what your company has to offer. By creating an easily navigable version of a white paper or e-book, you will be able to help your audience locate relevant sections seamlessly.

An animated infographic that offers brief, helpful company stats is another great way to engage your audience and increase brand awareness. Just like with the multi-touch photos and videos, the more information your customers have, the happier they will be. No one likes making a big decision without all the pertinent information. Even worse, no one likes being disappointed. So make sure everything in your interactive content accurately represents your brand’s image.

The last form of interactive content that I will touch on is live chats. These are commonly used by tech and utility companies, but could be a great form of interactive content for any brand. Live chats allow your customers to chat online with a live person in order to ask questions and receive help. This tool can add to customer satisfaction by saving customers time and hassle. Don’t you hate being placed on hold for too long or having to browse a company’s website in vain searching for an answer? Live chats allow users to get their issues resolved quickly and efficiently.

These forms of interactive content can help market your brand, while satisfying and engaging your customers or clients.

If you’re wondering which type of interactive content might be best for your brand, just give us a call. We can help you develop a strategic program where we are creating the best interactive content to help your company achieve its business goals.  Our goal is to create great interactive content that will not only engage and satisfy your audience, but also market your brand in a positive and valuable way.

 


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