Are you sick of making products for the herd? The internet gives us access to literally billions of customers. With that access, we should be making products and advertising them to specialized groups. Instead, we make the broadest, most homogeneous products imaginable. Photo apps, cooking sites, and how-to channels are the tip of the iceberg. When we look at our actual potential user–and design for them–you not only get a customer, but a devoted user. Connecting with a customer’s needs can create an emotional bond that keeps customers coming back for future products. What does it look when you create not for a demographic, but for a person? Think of this as ergonomic advertising. We’ll look at how focusing on the small details in web design, advertising, and video campaigns can be both cost saving and more effective.

2. First of all…

3. CUSTOMERS AREN’T SITTING
AROUND WAITING FOR YOU TO
DUMP YOUR MESSAGE ON THEM
SALES FUNNELS
SUCK

4. STOP
DUMPING
ON YOUR
CUSTOMERS
YOUR MESSAGE

5. YOUR CUSTOMERS
DO STUFF
(SOMETIMES)
FACT:

6. COMPLIMENT THEIR
IMAGE OF THEMSELVES
YOUR GOAL:
*THIS IS TOTALLY AN HOMAGE TO TOM GAULD

7. YOUR AD SHOULD BE
“THAT ONE WITH
THE THING”

8. MAKE A CONDUIT BETWEEN YOU AND THE CLIENT

9. YOU MIGHT THINK
“ERGONOMIC
ADVERTISING” IS
LIKE THIS:
ERGONOMIC DOESN’T MEAN
FORCING THE AUDIENCE INTO RIGID
DEFINITIONS OF WHAT THEY LIKE TO
DO AND HOW THEY LIKE TO DO IT

10. IN TRUTH,
YOU HAVE TO
FIND YOUR
AUDIENCE’S
GROOVE
FIT INTO THEIR
LIFE, HANG OUT
WITH THEM
WHEREVER
THEY ARE

11. WHAT IS ERGONOMIC ADVERTISING?
ADVERTISING THAT IS INTENDED TO PROVIDE
OPTIMUM VALUE TO THE CUSTOMER AND TO
AVOID SEEMING INTRUSIVE

12. WHAT ARE MICRO CAMPAIGNS?
A COLLECTION OF SMALL,
TARGETED CAMPAIGNS CREATED THAT INSTALL
STRONG EMOTIONAL RESPONSE

13. HOW DO YOU TRACK SOMETHING SMALL?
-TRACK THE COLLECTION, NOT THE INDIVIDUAL PIECES
-HAVE A CLEAR GOAL BEFORE SETTING OUT
• SALES
• TRAFFIC
• CONVERSATIONS (LIKES/TWEETS/COMMENTS/EMAILS)
-MAKE FIVE OR MORE THINGS
-MEASURE A RANGE OF TIME

14. WPI VS. WPI
CALL ME MAYBE? WHAT ARE YOU DOING FOR REUNIONS?
• 900 Views
• Can’t track how long viewers
watched, unclear if message (URL)
was delivered
• Potentially 4% reach
EMAIL LIST: 20,000
• 2,000 unique views across all the videos
• 87-96% engagement rate
• 10% of audience reached

15. MOST POPULAR
REFERENCING ALUMNI PROJECT = HIGHEST ENGAGEMENT
• 751 plays
• Special content: WPI
alumni made up
some of the Curiosity
Rover team
• 95% engagement
CLICK IMAGE TO
VIEW VIDEO

16. GENERIC STORY / SPECIFIC TECHNIQUE: AMAZON
• 4 years old
• 10-18,000 views on
two Amazon Youtube
channels
• Top 100 videos on
Amazon’s main
channel
• Story dictated by
client, but technique
based on classic
holiday images
CLICK IMAGE TO
VIEW VIDEO

17. OUR BEST EMAIL CAMPAIGN: A MOVIE NO ONE WATCHES
A/B Test Results
• 19-35% open rate (industry average 18%)
• 4.9-6.7% click rate (industry is 2.15%)
• Videos are broken down into smaller and
smaller packets to get the key words
delivered without watching the actual video
• Goal is sales via conversations: “OMG, I didn’t
know you could do all that in 48 hours.”

18. OUR BEST EMAIL CAMPAIGN: A MOVIE NO ONE WATCHES
VIDEO
KEY CONCEPT (FAST)
48 HOURS + CHALLENGE + WEEKEND
DELIVERY
FACEBOOK + EMAIL + TWITTER + GIFS + STILLS

19. HOURS WATCHED
TOTAL PLAYS X VIDEO LENGTH
**ENGAGEMENT RATE DEFINITION FROM WISTIA
=
GOAL IS
85%-95%
ENGAGEMENT RATE (FOR VIDEO)
VIDEO IS LINEAR. WITH MOST CALLS TO ACTION AT THE END, YOU NEED TO
KEEP YOUR AUDIENCE WATCHING FOR AS LONG AS POSSIBLE

20. DON’T BE AFRAID OF MAKING
SOMETHING “BAD”
REPLACE YOUR BAD THING
WITH 2 GOOD THINGS

21. I WANT YOU
TO BE GOOD
AT THREE
THINGS BY
THE END…

22. DISCOVER WHO
YOUR CLIENT IS

23. WHAT IS YOUR
CLIENT DOING?

24. START A
CONVERSATION

25. I’M GOING TO GIVE YOU A
MARKETING “GAME TEMPLATE”
INSTEAD OF APPROACHING YOUR MARKETING
LIKE YOUR OPUS, THINK OF IT MORE LIKE AN
IMPROV JAZZ SESSION

26. • Favorite actor/actress
• Favorite color
• #1 track in their playlist
• Favorite beverage
• Guilty pleasure?
• Most comfortable shoes
• Last movie they liked
• Grumpy Cat
• Doge
• Little Bub
• Favorite vacation spot
• Are they political?
• Do they exercise?
• Do they wish they exercised?
• Star Trek vs. Star Wars
• ST and SW are for nerds
• Kirk vs. Picard
• Favorite meme
• Loves Ghost emoji
• Smiling poo emoji fan
• Snapchat or Tinder?
• Tea or Coffee?
• Excited by movie trailers
HAVE A PROCESS TO DISCOVER WHO
YOUR CLIENT IS OFFLINE AND ONLINE
DO SOME RESEARCH, PICK FIVE THINGS YOU KNOW ABOUT YOUR CLIENT
THROW OUT AGE, GENDER, AND INCOME—IT’S ALL ABOUT STAR WARS VS. STAR TREK
• Yoga enthusiast
• Crossfit master
• Stay at home with a book
• Go out on a Saturday night
• Volunteers their time
• Donates to Red Cross
• Jon Stewart is the best
• Stephen Colbert is the best
• Godzilla fan
• Family centric
• Single and loving it

27. BEFORE YOUR AD
• Bored at work
• Chilling at home
• Hanging with family
• Rushing to work
• Waiting on the train
• In the bathroom (no judging)
• At school
• Doing laundry
• Cooking
• Driving
• Out with friends
• On a date
• Doing homework
AFTER YOUR AD
• Laughs
• Cries
• Sends their mom flowers
• Calls their dad
• Shares with friends
• Makes food
• Makes home repairs
• Volunteers their time
• Posts on social media
• Gets angry
• Shops online
• Fact checks you
WHAT IS YOUR CLIENT DOING/GOING TO DO?
IF YOU’RE GOING TO SHOW YOUR CUSTOMER AN ADVERTISEMENT, YOU HAVE TO KNOW
WHERE THEY ALREADY ARE, AND WHERE THEY’RE GOING AFTER THEY ENCOUNTER YOU.
HOW LONG DO THEY REMEMBER YOUR AD?
• 3-5 minutes
• Till dinner time
• A whole day
• A week
• A year

28. NEWSLETTER
• Daily
• Weekly
• Monthly
• Quarterly
PICK THREE STANDARDS
• Facebook
• Twitter
• Youtube
• LinkedIn
• Instagram
• Google +
WHERE ARE YOU SOCIALIZING?
THERE ARE SO MANY SOCIAL MEDIA PLATFORMS.
HOW DO YOU EFFECTIVELY USE YOUR TIME?
PICK ONE WILD CARD
• Tumblr
• Snapchat
• Pinterest
• Blogger
• Vine
• Periscope
• Reddit
• Flicker
• Vimeo
• Yahoo
• Hulu
• Tindr
• Quora
• Yelp

29. FINAL THOUGHTS
USE SPECIFIC RATHER THAN GENERIC
STATEMENTS
RESEARCH YOUR CUSTOMERS
HAVE A GOAL
KEEP IT SMALL, USE SIMPLE
STATEMENTS.
HAVE A TIMELINE
MAKE IT FUN FOR YOU AND THEM
EVERYONE MAKES SOMETHING BAD

30. MEL RAINSBERGER
@THEYUSETOOLS