Voice of Customer (VoC) – Tells the Tale – Part 2

VoC

‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!

 

How many projects do you currently have open? How many projects are sacred cows going through “hollow gates” and no one knows how they even got started? Or projects slipping through the “gate without teeth” enjoying the ride as the proverbial can keeps getting kicked down the road?

The importance of using VoC (Voice of Customer) techniques and disciplines to give the data and information you need to put teeth into your Gates in your project management and product development process. In my last article written by Dr. Robert G. Cooper and Angelika Dreher, ‘VOICE-OF-CUSTOMER METHODS: WHAT IS THE BEST SOURCE OF NEW-PRODUCT IDEAS?’ , in the article the authors expanded upon ‘idea management’ process as the critical steps guiding the internal processes within an organization whereby they identify, evaluate (screening system) and determine resource allocation moving a project through the Stage Gate process.

What I wanted to explore today was how to use VoC to put teeth into your Go / No Go decision Gates creating an innovation funnel into the decision. In marketing we should be doing A/B testing, lead user analysis pioneered by Von Hippel back in the 1980’s, Focus Groups, or other VoC techniques like customer visit teams where we are Camping-out with Customers. Focusing on the VoC allows us to answer innovation question, how unique, how valuable is this project so we have data and information to populate the Stage Gate decision model and determine the projects viability and value. This determination then forces the team to write a check and close “hollow gates”. The rubber meets the road when we are forced to answer questions to fund a project or continue to provide funds needed to move a project forward – this all is done at the expense of other projects and programs creating a true Go/Kill gate.

Q: Are you using VoC in your organization during project management, and if so what are you using in your organization today?

Q: Do you have an established idea management system in place? What do you decision gates look like?

What is a ‘Spinach helpful tip’? Have you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris Marshall

Is your Google Ads AdWords strategy and collateral material aligned with I-Want-To Moments?

As we look at overall marketing we need to make sure that we are purpose driven – and part of that purpose is to achieve a connection with the right people, at the right time, in the right place and provide the right information!  This helps establish engagement which were we strive for activation!  The saying is 2 wrongs don’t make a right, but I would suggest that 4 rights can help lead to activation.

‘2 wrongs don’t make a right, but 4 rights can help lead to activation!’

So we want to connect with the Right customers, at the Right time, in the Right place with the Right information. Our customer who are mobile users are searching the internet using either their keypads or asking Siri for help will normally follow one of a few identified I-Want-To pathways to achieve their desire during  ‘micro-moments‘ which are defined as when consumers act….

Let’s look at I-Want-To moments that start us on the connection process it’s a road map of the users vision or desire their I-Want-To:

  • I want to learn… or I want to know
  • I want to do…
  • I want to find…
  • I want to buy…
  • I want to do… or   ‘how to’ moments

Each of these moments or ‘micro-moments’, as they are referred to in Google AdWords training materials and they are significant. How you create the content for you ads, Main Content for your landing pages, your offers, your timing, demographic targeting, location/proximity should be planned and prepared for based upon activating customers during these micro-moments.

You don’t have to be all things to all people, and you shouldn’t expend advertising budgets for them all, but you should try to be the best at the ones you choose! Make sure you understand why you chose them, what you want to happen and prepare the right resources to achieve your goals – what micro-moment are you going to choose to meet your consumer on their buying journey.

We used to refer potential consumers as innovators, early adopters, early majority, late adopters (late majority) or Laggards  – these terms are still valid but everything has been accelerated in the purchase process. The following definitions come from http://www.businessdirectory.comClassification of consumers on the basis of their degree of readiness to try a new product. … Starting with those with the highest readiness to try, they are: 

  • Innovators: venturesome people and risk takers who are the very first users; comprising about 2.5 percent of the target market 
  • Early adopters: prestige oriented opinion leaders, about 13.5 percent of the target market,
  • Early majority: the leading segment of the mass market, about 34 percent of the target market
  • Late majority: followers of the early majority, also about 36 percent of the target market 
  • Laggards: conservative, price conscious segment, about 14 percent of the target market 

So my question to you as a leader in your organization – what micro-moments do you expect your potential consumers to align with? who are you targeting based upon your product lifecycle?

Q: If you build your buyer personas, and overlay your marketing resources with the right mirco-moments can you increase your likelihood of activating them and/or engaging them?

Q: Where do we drop the ball in the micro-moments? Wrong customer? Wrong place? Bad E-A-T on your landing pages? what else?

Thanks again, you questions and feedback are welcomed –

What is a ‘Spinach helpful tip’? Have you ever walked around with sPopeye Spinachomething in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

Do you understand the importance of a ‘High E-A-T Score’ for your site!

What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!

We talk about the importance of organic and paid searches, so does your team understand how search engine algorithms score your site, specifically your pages where your paid ads take them?  The definition of a successful hunt (we all talk about sales people as hunter gathers) starts with preparation, the search for game and success is ultimately getting to EAT a meal at the end.  

This is no different in theory for a user who is searching the web for their ultimate prize –  So what determines if your pages allow users eat at your site?  It’s important to make sure that your site has a high  E-A-T score and that is based upon reviews of your pages E-A-T:

  • Expertise
  • Authoritativeness
  • Trustworthiness

Here is a article What are E-A-T Factors and How Can You Improve on Them? a great article and video presented by Lola Michels offering insight and definition around EAT

‘We are what we eat right’, and your pages E-A-T score will determine if you eat as a company.  We throw around the term SEO, SEO optimization and Search Engines all of the time, so let’s take a step back and look at the main content of our pages and make sure that when someone arrives the content  the site has been created to meet these guidelines.  So we also need to understand how they are rating our sites to meet our customers needs and what they are asking our sites for. 

Here’s another great article with 5 things you can do right now to improve your rating:

5 Things You Can Do Right Now to Improve Your Google E-A-T Rating

Here’s where the proverbial rubber meets the road as we begin to align what we do with what our customers need and value. As an organization have we sit down and categorized our customers based upon their potential value. How do you make sure that your customer value you?

Q: Does your organization understand what it will take to optimize your current E-A-T rating?

As we go through the process please provide your insights and thoughts so we have a more robust dialogue and don’t walk around with spinach in our teeth.

Let us know what you think? I wanted to gather your thoughts and insights regarding what does it take to have a seat at the table in your market?

Q:  A question came in regarding the real importance of  E-A-T and what were some simple steps you could do to improve it?

A: Thanks for you question – as you look at Main Content on your web pages  and your web site with E-A-T focused lens remember that there are companies that are performing evaluations and ratings of sites based upon E-A-T parameters that were shared and published by Google in 2018.

So one quick tip that is important around Trustworthiness is the security of your site and SSL is a ranking signal by Google  – For instance, we have created resources to help webmasters prevent and fix security breaches on their sites.  We want to go even further. At Google I/O a few months ago, we called for “HTTPS everywhere” on the web. ”    and  further in this article from Googlewe’re starting to use HTTPS as a ranking signal” – from the Google Webmaster central blog

Thanks again, you questions and feedback are welcomed –

What is a ‘Spinach helpful tip’? Have you ever walked around with sPopeye Spinachomething in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

How can you cut through the noise and activate your customer purchase at the POP?

A great article, What’s Healthy At The Grocery Store? Shoppers Are Often Confused, Survey Finds’ written by Rebbecca Ellis from NPR sharing some very strong statistics regarding confusion at the shelf for buyers – and you understand that confusion prevents purchase of your product.

Sales and Marketing leaders put resources and focus on educating potential consumers with packaging, branding, advertising and social and digital content but what do you do when that’s not enough – we can’t rely upon our own perceived reality for success, ‘it’s how we have always done it’ the paradigm of a dying business.  I’ve referred to this in earlier posts where family friend who see’s reality through a totally different lens than the rest of the world. We call it ‘Mona’s World’! and the joke around our house when something happens, is it ‘Mona’s World‘ or was it what really happened. Sorry, but if your asking yourself who Mona is in your circle of friends then your probably Mona – Sorry!

We’ve done everything right and now our most informed shoppers are still confused when they arrive at the POP (Point of Purchase)?  We have the best shelf tags, best packaging we can provide, hanging signage, endcaps, IRC’s, etc. etc….

The report found 95 percent of shoppers at least sometimes seek healthy options when grocery shopping. And yet, only a little over a quarter said they find it easy to determine which products are good for them and which should stay on the shelves. – Rebbeca Ellis

So almost 75 percent of your potential customers DO NOT find it easy to make a purchase decision at the shelf or POP and are falling out of your purchase funnel. How do you move them to the POS point of Sale where the cash register actually rings.  This confusion was further confirmed by survey by the IFIC last year where the author shared, ‘59 percent of respondents were somewhat or strongly confused by conflicting health advice.’

These are informed customers that have done their research through social and digital platforms and now are standing at the shelf and need more information.  This is where POP becomes critical – why does a restaurant have waiters and waitresses that come to your table, not just to fill your water glass and bring a clean fork.

“How are [consumers] supposed to know that ‘organic’ is backed by almost 100 pages of federal regulations and ‘natural’ doesn’t have any?” Charlotte Vallaeys‘ is  quoted in the article.

The trained team member is there to provide additional support, clarification and expert advice on their offering and that’s exactly what POP product demonstrations provide.  At the point of purchase when the consumer has confusion and wants help understanding the menu, special language or unfamiliar items you need someone well trained in your product and the competitive environment to answer their questions and facilitate the final cash register ringing.

Enjoy the article and links above and if you have any questions or need help understanding if  a POP program is right for you give us a ring and we’ll help.

Let us know what you think? I wanted to gather your thoughts and insights regarding what does it take to have a seat at the table in your market?

What is a ‘Spinach helpful tip’? Have you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

How can you maximize your budget and be more effective with traditional media – an interview with Natalie Hale CEO and Founder of Media Partners Worldwide.

‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!

We constantly discuss how to create awareness, stimulate interest,
sales-funnel-chartdevelop desire pushing customers to make a decision and take action – so we engage and activate B2B and B2C customers using traditional advertising across Radio, Cable TV, Network TV, Syndicated TV, Spot TV, National Magazine, Newspaper, Social Networking, OLV (Online Video), Internet Mobile, National Internet.  Where do you allocate your budget and what do you need to do to create awareness?

We listed some of the tools that we can use, now let’s discuss how can we be effective! How can we be more effective with our budgets looking at some of the more traditional tools out there to build awareness? Remember we want to create Awareness, develop Interest which moves customers to and through the decision process so that you can create Action when you ‘ask for the business!’

This weeks Spinach Helpful Tip we are going to discuss one of those tools ‘remnant’ ads and discuss how we can maximize our budgets, create the greatest reacMediaPartners - media planning - remnant advertisement - Golden Ratio Marketingh while utilizing traditional media? To help provide guidance and answer some questions, we are very lucky to have a media expert Natalie Hale  joining us today:

Natalie can you share a little bit about your background and your company Media Partners Worldwide

Hi, my name is Natalie Hale CEO and Founder of Media Partners Worldwide.  After graduating from Natalie Hale.pngUCLA, I got my start working in advertising in major agencies such as Foote, Cone and Belding and Chiat/Day. I went on to work in radio sales and broadcasting for a locally owned radio station and then on to CBS Radio. After more than a decade of working in corporate America, I decided to open up my own agency with the initiative to help entrepreneurs promote and generate leads for their business.   

Now after 20 years in business I have helped hundreds of entrepreneurs launch and better their business with a particular emphasis on using remnant radio to maximize and generate the best ROI possible.

What would you say is your Primary Focus at Media Partners Worldwide? What Services do you Provide?

Radio was our original focus, however we become a full service buying agency and buy TV, National and local cable, outdoor billboard and digital advertising as well.

Radio includes:

As I’ve had the opportunity to work with you over the years, you have a definite Vision for Using Remnant ads. Can you share your vision with our audience?

Buying remnant radio or TV advertising allows for testing with reduced investment and risk.  The discount pricing afforded by including remnant in your buy helps reduce your overall cost per unit and increasing your reach, frequency and return on investment

India Jane Furniture As a marketer the importance of being able to test multiple ad sets economically so you can hone your messaging, and ensure we are reaching our target audience is paramount to our success. When we are looking to maximize our working media plan and budget, the ability to utilize remnants offers the ability to test, make content and course corrects as we are implementing our flights.The Future of TV Advertising and Radio

Television:

  • National Cable
  • Syndication
  • Spot Cable
  • Local Broadcast
  • :10 Second Syndicated Spots
  • Per Inquiry TV

How is remnant ads different from confirmed spot

Typically, when we buy remnant it is considered 100% pre-emptible, which means if there is no unsold inventory then the spots do not run.  A confirmed spot means you are paying the actual rate card rate or a negotiated rate, which is usually higher than a remnant rate.

So remnant ads have a purpose and a place, they offer the ability to test messaging and markets economically. They can offer the ability to drill down and focus with a high level of specificity, but there value is moderated by availability so it has to be understood and balanced against supply and demand.

I want to thank Natalie for her time and insight regarding how manufacturers and advertisers can maximize their reach and frequency in traditional channels while optimizing their spends.

Natalie, was also gracious enough to share some industry standard Definitions for our audience? 

CPP is calculated as Media Cost divided by Gross Rating Points.

Impressions are the total number of exposures to your advertisement.  One person can receive multiple exposures over time.  If one person was exposed to an advertisement five times, this would count as five impressions. Impressions are calculated by multiplying the number of Spots by Average Persons.

Spot is a single broadcast of an advertisement. Typically, an advertising placement includes multiple spots.

Media Cost or Budget is the price you pay to present your advertisement. There are many different ways to price media including points, impressions, clicks, leads, actions, days, weeks, months, etc. However, it ultimately boils down to the amount you pay to present your advertisement, which is Media Cost.  Media Cost excludes the cost to create the advertisement and other costs.

Cost per Thousand Impressions (CPM) is calculated as the Media Cost divided by Impressions divided by 1,000.

Dayparts are typically broken down as morning drive 6a-10a, midday 10a-3p, afternoon drive 3p-7p, evenings 7p-12a and overnights 12a-5a

DigitalOxygen Plus - Pure Recreational Oxygen

  • Video Advertising
  • Lead Generation
  • Display Advertising
  • Retargeting
  • Online Conversion Marketing
  • Search Marketing
  • Facebook Media
  • Mobile/Tablet Advertising
  • Email Blasts
  • Web Design
  • Online Tracking and Reporting

Print/Out of HomeIndia Jane Furniture

  • National Consumer Magazines
  • Business Publications
  • Sunday Magazines
  • Newspapers
  • Local Consumer Magazines
  • Free Standing Inserts
  • Outdoor Billboards
  • Remnant Billboards
  • Transit Signage
  • Digital Outdoors
  • Bus Wraps
  • Bus stops and benches

What is a ‘Spinach helpful tip’? Have you ever walked around with soPopeye Spinachmething in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it.  Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall India Jane Sofas

HearthSongThe Future of TV Advertising and Radio