Case Study: The Art of Storytelling
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Email is a one-to-one channel with the ability to deliver outstanding customer experiences and to maintain lasting relationships. In this presentation, email consultant, and former Nike brand manager, Beata will give a practical guide on how to put the consumer first and develop the right journey, while balancing revenue targets and building a brand in a multinational context.
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Case Study: The Art of Storytelling
- 1. EMAIL SUMMIT 2017 THE ART OF STORYTELLING BEATA LINZ
- 2. “MARKETING IS NO LONGER ABOUT THE STUFF YOU MAKE BUT ABOUT THE STORIES YOU TELL.” SETH GODIN
- 3. “COMPANIES AND PEOPLE LOOK AT THE PACE OF CHANGE AS A CHALLENGE, AN OBSTACLE, A HURDLE. WE LIKE TO LOOK AT IT AS AN OPPORTUNITY. GET ON THE OFFENSE.” MARK PARKER NIKE CEO
- 4. MY JOURNEY
- 6. MY JOURNEY 21 1 20 30 18 21 2 10 25
- 7. STORYTELLING
- 11. #2 SERVE YOUR CONSUMERS TO FOLLOW YOUR MISSION
- 12. #2 MAKE THEM BETTER IN WHO THEY ARE AND WHAT THEY DO
- 16. ONE CONSUMER - ONE MESSAGE - ONE VOICE CONSUMER SERVICES PLAN, REVIEW, WALK THE WALL #3 THINK BEYOND EMAIL
- 18. SUBPROGRAMS #4
- 19. CONSISTENT LOOK&FEEL MORE THAN SELLING YOU MIGHT ALSO LIKE ACQUISITION OPPORTUNITY #4 SUBPROGRAMS
- 20. #4 SUBSCRI BE / IDENTIFIE D WELCOM E SERIES CAMPAIG NS CLICK & ABANDO N ABANDON MENT TRIGGER PURCHAS E POST PURCHASE TRIGGER SUBPROGRAMS
- 27. ESTABLISH THE BASICS LOOK BEYOND CAMPAIGNS ONLY COMPARE TO OTHER CHANNELS STRUCTURED TESTING #6 HOW DO YOU MEASURE SUCCESS?
- 30. TAKE THESE WITH YOU • EMPATHY & RESPECT FOR YOUR AUDIENCE • MAKE THEM BETTER IN WHO THEY ARE & WHAT THEY DO • INTEGRATED MESSAGES, CALENDARS & REPORTS • KEEP THE MOMENTUM WITH SUBPROGRAMS • MEASURE YOUR SUCCESS FOR THE FULL PROGRAM
Hinweis der Redaktion
- The art of storytelling: How to go beyond revenue driving with outstanding customer experience to maintain lasting relationships
- Quote from Seth Godin, who is an American author, entrepreneur, marketer, and public speaker, and I found this quote especially fitting today’s topic. Brands are trying to make a difference, but they can only do it when they connect with the consumers the right way. Everyone knows Red Bull. It is no longer just an energy drink, it’s the experience and the feeling it brings with its name, the immense bravery, hard work and dedication that showcases human potential succeed in extreme sports. Truly inspiring.
- Here is another quote I find very important to call out. Change can be taken as an obstacle, though Nike has embraced it. “Getting on the offense” is almost injected into our veins at Nike. We embrace change and live with it day by day. We are not afraid of trying new things, innovate, and accept if things don’t turn out the way they need to turn out, but celebrate the wins and move on. In my experience the company went through a lot of transformations. Also when we look at the Digital World. The company had to BECOME the change and get on the Digital journey. Nike even got into the tech world in collaboration with Apple and NikePlus. Now Nike is putting itself as a Service Company. It’s no longer just selling shoes. But makes the experience matter, building that relationship with the consumer - in which Email plays such a huge role.
- So how did I fit into this transformation in the Digital Journey? I didn’t always do Digital, my journey started with offline advertising in Hungary. This is my story with some hands-on highlights for you to be more useful than just telling high level information.
- 8 years ago My Nike email journey started with these numbers - what do these mean? 21 countries in EMEA (Western, Central and Eastern Europe) 5 languages - and many of the nations received their Emails in English due to centralised communication 2 emails per week sent in the geo - 1 for Women, 1 for Men the same content and sometimes with the same creative 10+ separate databases: Nikestore, NIKEiD, nike.com, Basketball, Football, Soccer, Running, Plus, Women, Golf, Tennis, etc. 2 people in the team: me and a designer intern
- During my journey these numbers evolved to: 30+ countries in Western, Central and Eastern Europe. It also started including countries beyond Europe as Global expansion accelerated and the Global team realised we had the capabilities to serve multi nations from EHQ. Languages increased to 18 - still not all the languages available in these regions, so there’s still room for improvement About 21 Emails / week: 1-3 email campaigns sent per day sent in the geo - targeted, can be triggered, and often times segmented even to further versions based on consumer behaviour Databases merged into 1 keeping the profile of consumers more organised and able to target based on various criteria 20+ people working on just email from copywriting, design, project management to strategy or html testing POV Let me bring you some highlighted learnings from this journey to share with you.
- A good storyteller can talk to the people, touch their hearts with words that they also understand. The right stories grabs and holds people’s attention. These highlighted steps will help you navigate on the art of Storytelling in any marketing and where Email is playing a significant role. With the twist of Nike.
- In order to have that EMOTIONAL ATTACHMENT and stand out from the crowd, you need to first have EMPATHY and RESPECT towards your consumers. You have to empathise where you can find them at what point of their lifecycle, and why they do things. Listen to them. Treat them as you would like to be treated. BE IN THEIR SHOES. STORY: Certain categories within Nike have gone above and beyond learning about their consumers. Their athletes. For example Football (soccer) category wanted to understand what the teenage footballers really needed to be better. So beyond what data could tell them they did more in depth research. THEY WENT TO TALK TO THEM. It was also part of the the category’s philosophy to talk to Football obsessed teens. Understand them more. They also did market research for preseason - when kids are preparing for their September club admissions. We wanted to understand what kids were most annoyed about during their preparation/training/games. What we learnt was this:
- Socks - not necessarily these socks We learnt that many club branded (not necessarily Nike) socks are uncomfortable and kids rather cut them off to only use the top, branded part on their shins, while their comfy socks are in their shoes. Such a simple but so powerful information that lead to including comfortable socks in Emails (or other marketing channels) and continued driving one of the best sellers online. MAKE YOURSELF FEEL IN THEIR SHOES AND MAKE IT WORK FOR THEM.
- Another EXAMPLE is what the Nike Women category did during their “Better For It” campaign. They came out with this at the start of 2016 when the industry is all about New Years Resolutions and “back to the gym” message to get rid off all the extra kilos we put on during Christmas. This ad shows you perfectly how they understood the ideas, thoughts, problems of women. Have a look!
- I don’t know how many of you feel similarly during workouts, I certainly do :) So as a result of EMPATHY & RESPECT towards your consumers, you have to SERVE THEM FIRST while FOLLOWING YOUR MISSION of your brand. In other words - you have to match your company’s brand story to the specific storyline you would like the consumers to pay attention to. B2C Marketing is no longer about sell-sell-sell, but helping consumers to be better, faster, stronger, smarter, happier, healthier, make their lives easier, etc. MAKE THEM BETTER IN WHO THEY ARE AND WHAT THEY DO
- MAKE THEM BETTER IN WHO THEY ARE AND WHAT THEY DO In case of Nike this means better athletes, but it can mean anything positive in any other industry. E.g. Follow your dreams to the places you want to visit, or simply a better cook. And this is where the combination of product with SERVICE comes into place.
- EXAMPLE: Nike has put in every possible way to get Women started with their workouts - even if its in their homes. There is a Nike+ Training Club app people can use to get a comprehensive training program wherever they are. In fact, I did it just this morning in my hotel room. :) They continuously refresh its content, feature world class athletes and their workout tricks and tips. Selling is also connect to it, as you can see, but it is not its primary message.
- As a continuation of the Better For it campaign, the category went even further and made a mini video series about Margot & Lily. Using real life stories, (obviously) smart product placement, and the Nike Training App linked to it so that Girls can follow the workout tips Margot and Lily created. Check out the trailer. But using video and app already hints you what my next topic will be:
- …THINK BEYOND EMAIL You see we are not just talking about one marketing channel. The success of any campaign doesn’t come out of siloed channel strategy. You need an integrated approach with channel owners working together. You need to THINK BEYOND EMAIL. Every channel should live and breathe the campaign - suitable for the channel’s specifications. CLICK
- ONE CONSUMER - ONE MESSAGE - ONE VOICE As a result Email is being integrated to the rest of the Marketing channels to have ONE VOICE towards the consumer. —> INTEGRATED MARKETING MESSAGES ACROSS ALL CHANNELS This is crucial to not only have the options for subscriptions everywhere, but also to have all channels “shouting” the same message. CONSUMER SERVICES People always underestimate CS, but to have a true x-channel execution, you need to treat it as a marketing channel as well. Your next level of marketing is making sure that your Customer Service representatives are breathing the same messages as your marketing folks. They have to be involved in the “briefing” when a campaign launches, so that they can have the best answers to queries, bring up special moments coming up as the next “cross/up-sell” during any phone call. Give them the tools they need to know about your launches and brand activities. PLAN, REVIEW, WALK THE WALL In order to have integrated marketing approach you all need to work together. Plan the moments that will be supported by each marketing channel - dependent on the type of the message, where the consumer and target audience can be found, and the nature of that marketing channel. We used so called “Walk the Walls’ - where we did this
- CLICK Actually, no, we did rather this: CLICK Walk the walls where all creatives were printed and posted on the wall - though I’m still more fond of digital representation. This included all digital appearances, emails, social posts, any brand marketing activities offline, PR, or even Retail store look and feel. This allowed us to see by moment what the consumer will experience. It needs to be the same voice across all channels.
- “Better For It” was a brand campaign under Nike Women category. For the Email marketing channel it might be called as subprogram, as there are dozens of other emails are being sent. You would already have your targeted campaigns or triggered emails, while these specific campaigns need multiple sends that reinforce the message, continue the story. WHAT ARE SUB-PROGRAMS? Sub-programs mean a collection of email campaigns, possibly with triggered emails that are connected to each other, have a purpose and a storyline, however if the consumer misses one for whatever reason, still understands it.
- These email subprograms Have the same look&feel with visual elements that allows consumers to identify (unconsciously), from just 1 second that they have seen it before - a sort of sub-branding of that product/s/campaign. This can be just with colours, icons, text, a specific template structure, etc. Add services that match your program - you are talking about bras for a workout, why not mention that ordering bras online might be difficult, so here are all our services that help you making the right decision may it be physical fitting or online guide. OR Complete your look X-sell or other similar products to offer. Have stories that go beyond “shop now” and selling. MAKE THEM BETTER IN WHO THEY ARE / WHAT THEY DO E.g. workout tips. This why it is also crucial to have the rest of the marketing team connecting with Emails as overall marketing campaigns can be beautifully presented to those who are interested. Have the previous campaigns/edits available if possible or if needed - if it’s about your services, why not have a section of your website dedicated for these where you can link to, and if consumers missed an “episode” (campaign) or two, they can go there and check out the content Don’t forget to mention what else you have - beyond this series of subprogram, a small section of “always available” - what everyone would be interested in Especially if the subprogram is part of a wider marketing campaign with other channels as well you can drive subscriber acquisition effectively for those who are passionate about your brand. In fact, these were one of the most successful acquisition programs we ran.
- An example of a consumer lifecycle:
- this goes on and on - as long as the brand, its products and/or services reach well enough for the consumer.
- Example of subprogram: Better For It The Better For It email subprogram included email adhoc campaigns across 8 weeks. This is one email example that first featured the story - the episode, then the workout, and the selling proposition.
- Example of subprogram: Better For It As you can see emails had the same look&feel, with service and “you might also like”. Also we used some elements of this series - like the red graphics you see here on our other Women’s emails, where we promoted this campaign. It was all a comprehensive message across the board.
- Without a plan you can’t execute. So how do you put this down on “paper”? For Email marketeers this is specifically important.
- This is a high level example of a potential email calendar of campaigns only (not triggers). You see the dates when these are sent Colours show the typical target audiences And country/other specifications are included if necessary While there might be certain elements missing from it, “my dream calendar” would be an interconnected calendaring system that shows not only 1 marketing channel view (in this case Email), but also a target audience, campaign, global/geo/country view. You may be able to see creative & messaging, or even tap into the process for in the making. Also approvals - the greatest roadblocks of a high standard organisation - would be included. The usage of this calendar system would have to be obligatory by all brand and online marketing professionals. As any marketeer finally there would be a full picture of what is being bombarded to the consumer. This would help seeing what the other marketing channels are doing and make everyone’s lives easier to see if there is anything off. The next stage is the WALK THE WALLS for each campaign - get everyone together and REVIEW - CHANGE PLANS and REPEAT the whole thing till it’s right.
- WHAT ARE THE BENEFITS WHEN WE FOLLOW THESE EXAMPLES? REAL RESULTS?
- THIS IS HOW I THINK ITS IMPORTANT: ESTABLISH THE BASICS Get your tracking right, and on a device level - you can’t improve without it Set a baseline! If you can’t compare, how would you know what is better than other? Basics: Opens/OR, CTR/POCTR, Revenue, Unsubscribe (rate), Heat maps, Conversion, Deliverability, ROI just to name a few. Rev/del - one of most important. Value of email subscriber. Retention rate. LOOK BEYOND CAMPAIGNS ONLY I can refer back to the example of that 1 campaign success I mentioned before. You can’t define the health of your email program by just looking at campaigns one-by-one siloed. Have reports with forecast, budget and results for the year, season, month, week, (day - if you want to go very detailed). Don’t forget to monitor these on a device level. This will allow you to see your overall program’s health, not just each campaign. Only after this, you can get down to the campaign by campaign KPI details. COMPARE TO OTHER CHANNELS STORY: Nike is still learning to have the right reporting available too - they are not prefect either. Good campaign reporting needs substantial work and analysis. However we did start looking at the major campaigns per season that helped evaluating what was successful and where we can get better. For example in last year’s Air Max campaign (it happens every year) we saw that Email was the highest contributor in Sales. This was a surprise to many, but a start in the journey to keep getting to know the full picture. See the correlation between other channels. Is Email the last touched channel that brought the sales or visits? Was there a specific campaign where Email was more effective than others? E.g. do Sales Emails go hand-in-hand with Affiliates Sales sites? Or do you see higher gain if Email took priority in communication and the others followed? This will help you working together on the overall marketing plan with your partners and not have a siloed approach. Consumers see your brand on multiple places, let them see the same message everywhere. How much % of revenue or visits are coming from Email? What is the total revenue or visits the channel brings. How did Email participate in conversion rate compared to other channels? STRUCTURED TESTING No emails should go out without testing something. I don’t necessarily mean only creative testing, but also with your audience, (e.g. establish holdout groups and see how your subscribers behave when they receive or don’t receive certain types of messages in the long term). BUT These tests must be structured and well planned out season per season - if not for the next year. You shouldn’t jump into any conclusions without statistically significant results and the right cadence, audience size of any tests. Even the smallest subject line testing can be made scientific. E.g. is it a commerce or a brand message?
- The real question is: WHY DO YOU MEASURE SUCCESS? If I could back again, this is how I would do it better STORY: I always loved when my colleagues presented a campaign with a highly targeted email sent to just a few dozens of people. Open rate rocketed through the roof, engagement was extraordinary. We celebrated the most successful email of all times with late night drinks and next day hangover. Those people who opened the email must have been so excited to click through and make that purchase. Or wait! Did they make a purchase? Only 100eur total revenue? And they didn’t even buy the product we presented in the email??!?! We’ve got to be careful with celebrations and looking at metrics with a small tunnel view. Our highly celebrated email could have been a success if it was part of a long term and overarching communication plan. If these consumers came back and decided to buy that product, maybe a bit later, but did they..?
- So what are the major highlights that I recommend to take away today?
- To finish off the presentation I wanted to show you one of my favourite ads that was created for the 2016 Olympics.
- NOT EVERYTHING IS COVERED HERE OF COURSE. E.g. Multinational strategy, details of these tactics, FEEL FREE TO COME & TALK TO ME AFTER Questions? You may reach me at: …