recentpopularlog in

jerryking : engagement   29

How to make Complicated Ideas Easy for Anyone to Understand
Feb. 14, 2015 | | Evoke.pro | by Rebecca Okamoto.

Describe your target audience
Normally when we explain something, we describe its features like dimensions, weight, and power. But when your concept is new-to-the-world or complicated, it can be tough for the listener to envision what you’re talking about.

So instead of describing your product or concept, describe your user or target audience.

Here's a great example from Patrick Sherwin, the Founder of GoSun, the maker of green cooking solutions. He was being interviewed on Todd Uterstaedt's brilliant podcast, from Founder to CEO.

Look how Patrick described one of their solar powered stoves that's ideal for the disaster relief vertical:

[The stove] has to be super durable, super easy to use by someone who doesn’t have time to read instructions...
As soon as Patrick gave this description, I immediately thought, “That’s me!” As someone who lives in earthquake prone California, I could easily imagine that GoSun had the right stove for me.

Here’s a competitor's description of their stove:

This is a panel type cooker, there is no limit to the dimension of pot that you use. Two large pots, 12" frypans, oblong cake pans, tall pots... they all fit. The cooking area is 12" deep and 17" wide. There is no height limit in the cooking area so just about any type of pot will fit!
If you were selecting a solar oven for your emergency kit, which one would you select?

Listen to Todd interview Patrick

Describe a breakthrough transformation your user would love
One of the biggest traps trendsetters and visionaries fall into is giving detailed (and confusing) explanations about features. To avoid this, they're told to describe benefits.

My advice? Forget features and benefits. Instead, describe a transformation your target audience obsesses over.

Here’s an example from Dyson. You probably know that Dyson makes innovative appliances like fans and vacuum cleaners. However, you may not know that they also sell hair styling products.

About 5 years ago, Dyson came out with the Supersonic hair dryer. They redesigned the hair dryer from the ground up, and used revolutionary technology so users could dry and style their hair in a fraction of the time. Dyson used descriptions like this to describe the Supersonic:

"The world's first blade-less, supersonic hairdryer with air multiplier technology… An intelligent hair dryer that reads air temperature 20x per second and is regulated by a microprocessor to protect natural shine"
Hmmm… I worked in the Salon Professional industry for 7 years, and I NEVER heard anyone say they needed an intelligent hair dryer.

Fast forward a few years, and Dyson's launched a new hair styling product, the Airwrap styler. Here’s how they describe it:

"A completely new way to style hair….The Dyson Airwrap styler curls your hair without damaging heat"
Dyson could have featured the Airwrap's technical features, like how it's powered by a 130 blade impeller that spins up to 110,000 rpm, and creates the “Coanda effect.”

Instead they described a breakthrough transformation: styling your hair without the damaging high heat that causes dry, brittle and unruly hair.

Forget the bells and whistles. Focus on what your user craves, and they’ll instantly understand what you’re selling.
analogies  clarity  Communicating_&_Connecting  comprehension  Dyson  engagement  human_scale  ideas  James_Dyson  infographics  storytelling  visionaries 
6 days ago by jerryking
Five ‘no regrets’ moves for superior customer engagement | McKinsey & Company
July 2012
Five ‘no regrets’ moves for superior customer engagement
By Tom French, Laura LaBerge, and Paul Magill
engagement  customer_engagement  LBMA  McKinsey  no_regrets 
may 2016 by jerryking
iBeacons: A Marketer’s Dream or Consumer’s Nightmare? | WIRED
The iBeacons circumvent the expense of Wi-Fi and the inaccuracy of GPS targeting indoors, built into devices running iOS 7 or Android 4 or higher. They can be placed seemingly anywhere, including stores, hotels, stadiums, museums, amusement parks and airports, to guide people along their journey in real-time.

Smartphone adoption and mobile app usage provides marketers with an opportunity to engage consumers when they are near a branded location or point of interest using real-time location-specific targeting. ....Contextual relevancy is key. A grocery store shopper may seek a deal on an ingredient for a saved recipe in Epicurious, a traveler may prefer mobile check-in functionality, and a visitor to an amusement site like The World of Coca-Cola may enjoy custom frames and backdrops for family photos. While the possibilities for engagement are limitless, marketers must understand each step in the customer journey and provide contextually relevant functionality specific to the location.

For example, in April WWE used its mobile app and iBeacons to drive fan engagement at its biggest event, Wrestlemania. Fans at the New Orleans convention center could receive notifications about when and where their favorite wrestling stars would be available for autograph signings. App users benefitted from a spot in the line ahead of those not using the app.
Apple  Bluetooth  engagement  sports  contextual  Opt-In  iBeacons  indoors  hotels  stadiums  museums  amusement_parks  airports  location_based_services  customer_journey  customer_touchpoints 
may 2016 by jerryking
Tech Keeps Kansas City Soccer Fans Engaged, Even If the Game Doesn’t | WIRED
AUTHOR: JEFF BECKHAM. JEFF BECKHAM CULTURE DATE OF PUBLICATION: 06.12.12.
06.12.12
soccer  fans  fan_engagement  LBMA  engagement  sports 
may 2016 by jerryking
Two decades of misery: A guide to Toronto’s losing generation « Toronto Observer: Special Reports
Filed in: Sports

Tagged: Northern Uprising· TFC· Toronto Argonauts· Toronto Blue Jays· Toronto Maple Leafs· Toronto Raptors· Vince Carter· We the North
sports  fans  engagement  fan_engagement  Toronto  TFC  Toronto_Argonauts  Toronto_Blue_Jays  Toronto_Maple_Leafs  Toronto_Raptors 
april 2016 by jerryking
ESPN To Toronto: Your City Sucks For Sports, And You Deserve It
The Huffington Post Canada  |  By Ron Nurwisah
Email
Posted: 09/27/2011

The teams lose because they don't have to win. The Leafs have so many people on the waiting list for season tickets that they don't take new names anymore; no matter what happens they have a 99 per cent renewal rate. Torontonians line up to pay tens of thousands of dollars to watch some of the most dreadful hockey played at a professional level.....Winning brings in more money, which is purportedly the only thing MLSE cares about. Based on a conservative estimate of $2-million in ticket sales per playoff game, every time the Leafs golf early, they’re denying their drooling bosses, at minimum, a 2.7 per cent boost in annual revenue. If they played 14 post-season home games and screwed the pooch in the final, as Vancouver did last year, they’d pull in an extra $28-million. And in the cap era, it wouldn’t cost them a dime more in player salaries to do so!
ESPN  Toronto  sports  MLSE  Toronto_Maple_Leafs  engagement  fans  fan_engagement 
april 2016 by jerryking
What can businesses learn from the sporting world's approach to fan engagement? | Technology | The Guardian
Technology is enhancing the sports fan’s experience - including the ability to order beer without leaving your seat. Photograph: Randy Faris/Corbis
Benjamin Robbins
Friday 26 September 2014
fans  engagement  sports  lessons_learned 
april 2016 by jerryking
TV broadcasters look for a happy medium to keep sports fans engaged - The Globe and Mail
DAVID SHOALTS
TORONTO — The Globe and Mail
Published Friday, Mar. 18, 2016

Many of these fans would have little to no memory of the Blue Jays’ World Series runs in 1992 and 1993, so it is an encouraging sign for both broadcasters and sports teams – laggards, such as the Edmonton Oilers and Toronto Maple Leafs, can count on their fans being there when they finally get back into contention.

But that is small consolation for Rogers, which has to find a way to break even on its 12-year, $5.2-billion deal with the NHL for the Canadian broadcast rights. The bad news is that, since the Leafs have the largest fan base of the seven Canadian NHL teams, their plummeting TV ratings over the past two seasons have caused much pain for Rogers. Worse still, going into what ought to be a postseason ratings and advertising-revenue bonanza, the media company is facing the prospect of a playoff season without a single Canadian franchise. That is devastating to its budget projections and reportedly is already having an effect on staffing levels.

Kaan Yigit, president of Solutions Research Group in Toronto, says the NHL has gained consumers who have started to follow the league on digital and social media in recent years. But the communications and technology consultant adds that the gains did not offset the losses of conventional TV viewers. By December of 2015, an SRG survey of 500 Canadians showed, the number of Canadians aged 12 and above who consume the NHL on digital and social media increased 9 per cent, but in the same period, the number watching on television dropped 22 per cent. Over all, there was an 11-per-cent decline in Canadians who watch the NHL on any platform.
sports  broadcasting  fans  engagement  fan_engagement  LBMA  millennials  viewers  NHL  bad_news 
march 2016 by jerryking
Effect of time and location on sports fan engagement using mobile - Mobile Commerce Daily - Columns
January 28, 2016


John McCauley is vice president and general manager of OneUp Sports
By John McCauley
location_based_services  LBMA  sports  engagement 
march 2016 by jerryking
Engaging Movie Fans, From Teaser to Premiere - The New York Times
JUNE 14, 2015 | NYT | By MICHAEL CIEPLY.

start-up helps studios cultivate potential audiences’ enthusiasm with early sales of tickets and movie-related products.....Kernel has been quietly burrowing into one of Hollywood’s more persistent problems. That is, how to channel and exploit audience enthusiasm, which can peak with the release of an early trailer (New Line’s “Snakes on a Plane,” from 2006) or a vibrant experience at Comic-Con (“Scott Pilgrim vs. the World,” in 2010), but then dissipate before the movie arrives in theaters...Mr. Harvilicz and Mr. Martinez began Kernel, which now has about a dozen employees. They have turned what started as an itch into a largely web-based business that proposes to help studios engage with fans while capturing dollars from the moment a blockbuster begins to generate excitement, or between releases in a long-running series like the X-Men films, from Fox and Marvel....Prices can reach $1,000, for a premium package that includes two tickets to a yet-to-be-scheduled film premiere. “It’s the second generation of crowdfunding,” said Mr. Harvilicz.

The ticket sales help studios reach theater customers without getting directly into an exhibition business that is barred to them by longstanding legal strictures.
Hollywood  movies  start_ups  films  Kernel  entertainment_industry  studios  superfans  engagement  fan_engagement 
june 2015 by jerryking
2014’s lessons for leaders: Don’t make assumptions, do make hard decisions - The Globe and Mail
BOB RAE
Special to The Globe and Mail
Published Friday, Dec. 26 2014,

Life has a way of lifting you by the lapels and giving you a good shake. Stuff happens, and when it does, it can throw all the steady paths predicted by pundits, pollsters and economic forecasters into the trash heap....Canadians are fixated on who the winners and losers of the "where will oil prices head" game ...but we need to lift our heads a bit. Russia’s falling ruble and the debt crisis of its elites and their companies have rightly grabbed headlines. But a couple of countries, notably Nigeria and Venezuela, are now in political crisis, and their very stability is at risk in the days ahead.

One of the implications of the 2008 world economic crisis is that regional and world institutions have much less room to manoeuvre and help sort things out. it will be harder for those agencies (EU, IMF) to do as much as is required. Stability doesn’t come cheap....a healthy dose of reality and skepticism is always a good idea. In a useful piece of advice, Rudyard Kipling reminded us that triumph and disaster are both imposters. People draw too many conclusions from current trends. They fail to understand that those trends can change. And that above all, they forget that events can get in the way....One clear lesson is for leaders everywhere to learn the importance of listening and engagement. The path to resolution of even the thorniest of problems...involves less rhetoric and bluster and a greater capacity to understand underlying interests and grievances. ... Engagement should never mean appeasement.
Bob_Rae  pundits  decision_making  leaders  unintended_consequences  predictions  WWI  humility  Toronto  traffic_congestion  crisis  instability  listening  engagement  unpredictability  Rudyard_Kipling  petro-politics  imposters  short-sightedness  amnesia_bias  interests  grievances  appeasement  hard_choices 
december 2014 by jerryking
Keys to a successful marketing campaign
Sept. 12, 2011 |G&M|Harvey Schachter.

Consider this article for Virgina of Fayeclack Communications

Marketing guidelines:1. Be noticeable: Engage consumers.Get them to think about your brand. 2. Be insight-based: Impactful campaigns must resonate with
some insight - a compelling, original observation about consumers or the
product category, based on research or chatting with consumers. 3. Be
memorable : Your ad must be remembered, e.g. Apple's 1984 ad jabbing at
IBM. 4. Be branded: It's important consumers remember the brand, and
that the ad supports & reinforces it. 5. Be "campaignable": A
single ad is not a campaign, but if effective should lead to one. 6. Be
differentiated: It's not enough to be remembered & to send a msg.
about being good - est. why your brand is better than its competition.7.
Be motivating to get people to actually do something.8 Be ethical:
Advertising is viewed with suspicion, so be above board. 9. Be
financially sustainable10. Be integrated: Able to deliver your msg. in a
complementary way through the various media.
marketing  ksfs  branding  Harvey_Schachter  campaigns  cross-platform  advertising  Waudware  insights  engagement  Apple  IBM 
september 2011 by jerryking

Copy this bookmark:





to read