Building brand awareness Edinburgh 31 Jan

Building brand awareness
in the digital world
31st January, 2013

John Campbell Ryan Sackett
Director UX Consultant

@PrecedentComms #PrecSem

About us
A communications consultancy
specialising in delivering
creative solutions for a digital
world.

– 100 experts
– 5 locations
– 21 years old

A UK Top 10 digital design agency

Building brand awareness 2013

1.Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion


How are you presenting your brand?

Customer engagement
through use of digital
Viewed of as:
channels to meet The novice
customers needs. The enthusiast
The devotee

We considered their web
space, social and mobile presence


3000
Estimates suggest that on average
a person in the UK is exposed
to more than 3,000 brand
and advertising messages
a day


1,000,000,000
active Facebook users in the world


Herbert Alexander Simon, an American psychologist
summed this problem up in a simple quote:

A wealth of information
creates a poverty of attention


So attention is what all brands
are now fighting for.
Gaining attention is the
first step to having a
conversation with consumers.


This may sound obvious but
today's problem is getting consumers to consume advertising

Traditional advertisers’ model suggested consumers went
through a linear process: AIDA
Attention | Interest | Desire | Action

In today's world Attention is the major and key factor in the
process of converting non-consumers to brands


How to gain attention
Firstly understand the triggers


As long as the consumer sees relevant
content, he/she is going to stick around or
return again – this creates opportunities to
have a selling conversation.

Uniqueness
In today’s culture, the things that stand out
do so because they are extremely unique.

You can’t just be slightly different, you need
to do something a little more extraordinary
to really catch people’s attention.


Uniqueness
The only way to be unique is to be yourself
and let a part of you and your personality
be reflected in your product.

Don’t try to be all things to all people,
stand for something.



2.Assessing your market
Discussion


Traveller touchpoints

Dream Book Count Journey Arrive Experience Leave Remember
Down

Hit the Ground Go with
Inspire Simple Excite First Aid Journal Laters
Running the Breeze

Connect

Explore


Traveller touchpoints mapped company response

Dream Book Count Journey Arrive Experience Leave Remember
Down

Hit the Ground Go with
Inspire Simple Excite First Aid Journal Laters
Running the Breeze

Connect

Explore

Problem
Book Activities (Re)Book
Solve
Focus &
(Co)Plan Cross Sell Orientate Engage Au Revoir Member Reunion
Magnify

Inspiration Organise Looking After Retain


low identified fan highly identified fan

medium identified fan


User research methods


User research methods

Permanent
Stakeholder
Phone Staff Face-to-face
(Staff)
Interview Survey Interview
Workshop

Crowdsourced Idea Storming
Crowdsourced Pain Storming
Remote Personal
Experimental Sandpit
(International)

Traveller
Insight Persona Development
Questionnaire
Diary Study

Buzz Monitoring Transient
Stakeholder
(Travellers)


User research outputs: Personas
Knowledge
“My needs change Experience
with time. I want
someone that is Service
proactive, that I can
trust and that isn’t
Technology
going to rip me off”

Influencers
Networks

Opinion

Research

Ash, 40, small business owner Commercial client Events

Peers

Goals Behaviours must must not
Find relevant services All his energy goes Be upfront with costs Be overly complex
Have a real person’ into his business Meet deadlines Be slow to respond


User research output: Channel Roadmap



Discussion

Some findings
1. Web sites are seen in isolation

2. Brands are:
not differentiating
not balancing the educational
and emotional needs
not giving clear calls to action

3. Are being stereotypical


Simple and quirky



Discussion

We need to sell
more ….


I need a ….


As a new parent, I want to
save money, so that I can
have enough put aside for
when my son goes to
university.


Outcomes for your website
Attract new customers

Retain existing customers

Build trust

Increase reach

Sell something


Decisions are
rational and
emotional


It is impossible to engage
someone if you don’t know
what’s motivating them


Making an emotional connection
Framing
Feedback loops
Goal setting / Achievements
Story
Familiarity Bias


“Less than a cup
of coffee a day”


We are engaged by
situations in which
we see our actions
modify subsequent
results


We are engaged by
experiences that can
bring meaningful
achievements


Narrative elements are
more believable


“Storytelling is the best way to emotionally
connect to people. We all have stories in
common so instead of listing facts and
figures on your website, tell the story
behind them.”
Robert Mills


Info-graphic


We prefer things
that are familiar
to us


“Showing personality in your app, website, or
brand can be a very powerful way for your
audience to identify and empathize with you.
People want to connect with real people and
too often we forget that businesses are just
collections of people. So why not let that
shine through?”
Aarron Walter


What about your
sites??


1. Grabbing attention in a widening market

Discussion


Social Business?

Ref DAVID
ARMANO

Integrated campaigns Twitter | AR | Video | TV | Bus shelters


Social Media connections


Social Media organised connections


Social and the enterprise

Social media is no longer simply about the
conversation.

Social Business is about making all material in the
company shareable and findable.

Empower your employees and clients will share,
comment and engage.

Changes in people, process and platform needed


 Be Personal (Use your own voice)
 Know your audience
 Focused (what’s really important)
 Interesting, useful & timely
 Quick to read (400 – 1,000 words)
 Enable a community (question, listen & interact)


Buzz monitoring


Social media control centre


Digital marketing must match your
individual problems and culture
because without a custom fit,
you’re missing the point



Discussion


Tactic 1: SEO


@precedentcomms #PrecSem2013
Building brand awareness

Tactic 1: SEO

B2B and B2G Oil Exploration FTSE 100 Company


Case Study: Cairn versus Greenpeace

Target response only to Cairns’ audience

1. Integrate social media with their normal
public relations activities
2. Put in place three tiers of response:
 Listening (know what is being said)
 Proactive (get your own message out)
 Reactive (rebut falsehoods)
3. Expand media relations to include Cairn/
industry advocates


campaigns are the way to market
digitally because without targeting
you’re just paying to spam


campaigns are the way to market
digitally because with targeting
you’ll be able to track your
success


To help 11-18 year olds
be better informed about
drinking, smoking and
drug taking


Some findings
1. Need to add personality to posts
2. Integrate channels
3. Analyse reach and not just numbers


8. Are you getting a return
Discussion


Mobilise your
community


Mobile, a growth channel that your
users choose and enjoy using,
don’t disappoint


Do you know environment? Smart TV
Various platforms: traditional
web browsers solutions to the
many mobile platforms

iOS
Android

Windows
Blackberry


Take the time to understand
your user’s behaviour and
context


Don’t just follow the web
1

Move from a 4 to 6 step process

Provide a quick quote?


Mobile users:

 Short bursts of activity typically
 Time restricted often
 Goal driven
 Loves using their phone
 Will tell others of a good experience
 Needs a simple uncomplicated experience


Take the opportunity
to innovate in design
and function


Mobi

Responsive

Framework

Native

Some of
our apps

Content leads approach
Mobile from the ground-up Making mobile from pre-existing
 Custom approaches  Desktop applied to mobile
 Considered context  Stress / break points
 Specific content  Reworked content
A mobile first content approach An adaptation approach


Mobile: a growth channel
Don’t disappoint (egGlenmorangie)
Don’t be afraid to innovate
Don’t delay in providing a solution
(think-apply-review-refine)



Discussion


What is your international
opportunity?


Consider your
international
environment

Key considerations
 Optimise for the target market
 Increase visibility across channels
 Acknowledge existence of the market
 Engage with local distributors
 Create micro sites as appropriate
 Establish local language advocates
 Work to build brand awareness
 Aim to gain brand loyalty
 Don’t cut corners
 Plan and agree strategy


Discussion


The technology hype curve


Back in 2010


Corning’s Vision: A day made of Glass


Blippar™ is the first image-
recognition phone app aimed at bringing to
life real-world
newspapers, magazines, products and
posters with exciting augmented reality
experiences and instantaneous content.


Some futures to follow......

AR in practice
Mobile payments
Mobile advancement (NFC)
QR everywhere
Socially integrated TV
Gamification
The Facebook phone
Social as a protocol


Think big
Start small
Act quickly
Smart thinking wins


Create a Strategy map looking forward

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We believe in…

Question and
discussion

Building brand awareness Edinburgh 31 Jan

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