The FACE – Focus Attention on Customer Experience

The FACE Approach

The FACE

Focus Attention on Customer Experience

We’re naturally attracted to things of beauty.

YOU THE CONSUMER – Every day we are all bombarded with tens of thousands of messages requesting our attention but only a very small fraction of those get through our highly efficient message filters. Why did you click? What makes a good communications piece?

YOU THE CONTENT PROVIDER – You’ve been asked to present to the board, pitch to a new client, come up with a new ad campaign or write a script for a TV show – What do you need to say? What does success look like?

THE SUPERSTAR SYNDROME – Very few actors, musicians, sports people achieve global market penetration.  Far less advertising with the natural power to engage, connect and spread.

Most target, interrupt and aim to convert.

Every piece has different challenges – eg a website video – 7 seconds before the user decides to click away or stay.  A Banner Ad blocked! A TV commercial the signal to the viewer to get up and make a cup of tea.   A social media post that is boring or spam.

Good design effortlessly (from the consumer perspective) delivers a clear focused message, captures attention and enhances the customer experience.  The best design looks simple.  The right medium, the right message at the right time.

Who is your customer?  What do they look like? What are their needs?  How will you reach and get through their message filter?  What does your action pipeline look like?

THE FACE – Focus Attention Customer Experience.

Bright Shiny Objects Attract

ADMA AC&E Awards

Like moths to a light bulb,  the rising sun, a friendly smile – we’re attracted to big bright shiny objects that bring warmth and show more (without being over bearing)

So when it comes to your business marketing (or your personal marketing), does your marketing attract and who does it attract?  Does it attract the type of customer you want? Does it reach, connect and engage with your audience or is it just more noise that get’s ignored?ADMA AC&E Awards

There is so much content out there and  most is crappola – the same can be said for much advertising and marketing BUT,

great creative gets attention AND quality will (or should) rise to the top.

The ADMA AC&E  Awards – (the Association for Data-driven Marketing and Advertising) this week presented the best digital creative campaigns in Oz.

It was a pretty swish glitzy type of affair and what was immediately interesting was to see is how much this event resembled the TV Ad Award days of the past – indicative of where the advertising and media dollars are going today (and will only increase)

For me a couple of award winners really stood out.

Tiger Airways Infrequent Flier Campaign  http://infrequentflyers.com/

Attached is a copy of the detailed submission.  The marketing challenges make for interesting reading –

A SMALL AIRLINE WITH A BIG BAD REPUTATION DESCRIBING THE DOMESTIC AUSTRALIAN AIRLINE MARKET AS CHALLENGING WOULD BE AN UNDERSTATEMENT. THERE’S THE BIG 3; THERE’S QANTAS, THEIR BUDGET COUSIN JETSTAR, AND GLOBAL INDEPENDENT, VIRGIN. ALL THREE ARE GOLIATHS IN COMPARISON TO LITTLE TIGERAIR AUSTRALIA WITH JUST 13 PLANES. IF THAT WASN’T CHALLENGING ENOUGH, TIGERAIR AUSTRALIA IS A BRAND PEOPLE LOVE TO HATE. HAVING BEEN GROUNDED IN 2013 FOR 6 WEEKS BECAUSE OF SAFETY CONCERNS, TIGERAIR HAD A REPUTATION FEW AIRLINES COULD RECOVER FROM. NONETHELESS, TIGERAIR PERSISTED. OVER THE SPAN OF 12 MONTHS, TIGERAIR DRAMATICALLY IMPROVED ITS OPERATIONS. BUT WITH YEARS OF BAD PRESS AND POOR CUSTOMER SATISFACTION, TIGERAIR WAS STILL AN AIRLINE FEW AUSTRALIANS WANTED TO FLY. IN FACT 59% OF AUSTRALIANS REFUSE TO FLY THE AIRLINE, EVEN THOUGH MOST HAD NEVER EVEN FLOWN TIGERAIR BEFORE. THE BRIEF IN ORDER TO SUCCEED IN DRIVING SALES IN THE LONG-TERM, WE IDENTIFIED THE NEED TO DEVELOP A MORE DIRECT RELATIONSHIP WITH OUR CUSTOMERS. ADDITIONALLY, WE NEEDED TO GIVE PEOPLE A REASON TO CHOOSE TIGERAIR NOT AS A LAST RESORT BECAUSE IT WAS THE CHEAPEST OPTION, BUT AS THEIR FIRST PORT OF CALL BECAUSE IT OFFERED THE BEST VALUE.

The results

The other

Play With YourSelf – Blue Ball Foundation http://playwithyourself.org/

Agency – M&CSaatchi 

The “Play With Yourself” campaign was very clever – highly targeted and extremely relevant to the audience.  The disruptive nature of the campaign within the porn stream meant the call to action was for most – immediate.

The challenge for all advertisers and marketers is to constantly raise the bar (no pun intended).

For all the Winners please click here.

Until next week – Maxy – oh yeah – thanks to marketo for the invite.