The MadAveGroup Blog
I received a testimonial yesterday.
That's not unusual. We're fortunate to receive hundreds each year.
But this testimonial was special.
It wasn’t from a client, partner, prospect or vendor. In fact, it wasn’t from someone we’ve ever worked with.
It was from a man who called us by mistake. That’s right: a wrong number.
But, it turns out, he had such a positive experience with the person who answered our phone that he was compelled to let me know about it. He wrote the following.
“I actually called by accident. Your number is one digit different from another company I was reaching out to. But, when I got off the line with Courtney, I went to your website and read the intro about the importance of making a positive impact during EVERY interaction. It very much hit home because I’d just had that experience with Courtney. It’s been three hours and I still feel the positive vibe she puts out. I want to commend your organization and her sincerely. Nice, genuine people seem to be in short supply these days.”
His email made me smile with gratitude.
As CEO of MadAveGroup, one of my primary responsibilities is to “protect our culture.” And nothing has a greater effect on that culture than the people we employ and our commitment to creating positive customer experiences.
Building that type of environment doesn't happen by accident. Ideally, it's organic and begins with an authentic desire to serve people, but it must always be encouraged and nurtured.
It can be grown, too. For instance, you can use ongoing training to teach employees how to actively create positive experiences for your customers.
Do you provide the tools or incentives to create great interactions? Do your team members know they have the power to make things right with angry customers on the spot? Do you talk about proactively looking for opportunities to wow your clients?
And most importantly, do you follow specific hiring procedures that improve the chances of your new recruits fitting into your positive experience culture?
How would your customers describe their experiences with your organization?
The success of your company depends on their answers.
MadAveGroup has earned a 2018 Silver Telly Award in the category of Branded Content / General - Promotional.
Since 1979, The Telly Awards has recognized creativity and effectiveness in video content and production. The competition attracts more than 12,000 entries annually from all 50 states and five continents.
Our winning video (below) is a darker but humorous self-promotional piece that stresses the importance of providing a great customer experience at every touchpoint.
Jason Crockett - Videographer / Editor
Terry Lesniewicz - Director of Photography
Chris Zaharias - Audio Post-Production
Greg Stawicki - Graphics
April Cochran - Production Assistant
Scott Greggory - Writer / Director
Over the years, Santa has set a pretty high standard. Consider a few of the things the big guy does and you’ll discover some takeaways that you can apply to your company.
1) Communicate the way your customers prefer - Reading letters hand-written in crayon may not appeal to many people over age 9, but Santa does it because he knows it’s important to his customers. How can you make it easier and more enjoyable for potential buyers to reach you?
• Add a live chat feature to your website?
• Increase call center staff to assist customers quicker or permit deeper conversations?
• Provide callers in queue with a call-back option?
• Make texting available to your customers?
2) Be predictably reliable - Santa delivers right on time. In fact, that’s what blows everyone’s mind about the guy. Despite an ever-growing customer base and the skyrocketing cost of reindeer chow, he comes through like clockwork every December 25th. Could you wow your clients by shortening turnaround times?
• Which production and delivery-related processes can you re-evaluate and tighten up?
• Would new partnerships allow you to provide quicker or more consistent delivery?
3) Embrace your weirdness - A red suit? That floppy lid? The belt on steroids? I mean, Santa wears some crazy threads, no doubt, but he makes ‘em work. The look is so his that no one can even think about swiping it. Have faith in what makes you unique, whether it’s your culture, your marketing philosophies or your branding. When those ideas are genuine and deeply held, they can distinguish you in the marketplace and as an employer.
4) Explore new distribution channels - Santa’s got the chimney thing cornered, but you know that when he first started sliding into fireplaces his friends were like, “You get into houses how?” Don’t be afraid to look into new or unconventional ways you can get your product to market.
• Can you partner with a complementary company, just as Wendy’s teamed with DoorDash and Uber Eats to get their food into more mouths?
• Are there less obvious connections you can make, such as when an animal rescue shelter placed their doggies in the lobby of an Asheville, North Carolina hotel? (Read the story.)
5) Do one thing and kill it - Nobody’s better at the gift game than Santa. The dude’s in a league of his own. Yet, he hasn’t over-extended his brand to jump on that Easter action or move into the birthday market. Yes, he works just one slice of the present pie, but he owns that slice.
• Are you providing so many services that you haven’t been able to master any of them? If so, consider how that may affect your brand and your ability to justifiably charge the higher price of an expert.
• How might you customize your product in a way that can be legally protected and allow you to claim its unique property as exclusive?
Digital marketing is a fast-paced, ever-changing discipline, so you may find it comforting that there are people who keep up with it every day. The experts at WebArt, our digital marketing agency, are those people.
Here are links to a few of their recent blog posts we think you’ll find valuable.
1) In his article “To Growth Hack or Not to Growth Hack,” Director of Digital Marketing Brad Timofeev writes about a practice that many large companies have employed to attract users to their products or services. But it’s not right for every company. Find out why.
2) Making sure that Google and Bing have your company’s correct contact information is crucial to your online success. If they don’t - and you’re not a WebArt client - you’ll need to reach out to the search engines yourself to have the info updated. That can be a frustrating process, according to WebArt PPC Analytics Specialist Jake Patterson. Read his post, “How to Work with Support Teams at Google and Bing Over the Phone.”
3) One of the recurring themes in our posts is the idea of keeping marketing content concise. A few examples: “Less Is More” from the BusinessVoice Blog and “Too Much Information” from the MadAveGroup Blog. Now, WebArt Content Developer Joel Sensenig takes on the topic with his post “Content: Why Shorter is Sweeter.”
The MarCom Awards recognizes excellence in the world of marketing and communication. In fact, the industry's largest, most prestigious creative firms compete for MarCom recognition.
That's why our MarCom wins and other honors are such an important clue when you're looking for the right marketing agency: those awards reinforce that our work stands up to the best in the marketing world.
In October 2018, we earned a Platinum MarCom Award for one of the humorous On Hold Marketing productions we created for Lakeland Auto and Marine. It features the copywriting and voiceover of Scott Greggory. Chris Zaharias served as Recording Engineer.
The MarCom Awards is administered by the Association of Marketing and Communication Professionals, an international organization whose members include thousands of marketing, communication, advertising, public relations, digital and web professionals.
As a member of the Forbes Agency Council, I provide answers to several of the group’s marketing-related questions each month. That input is then considered for publication at Forbes.com. Our MadAveGroup blog series based on the Forbes questions continues with part 2 of my thoughts on content creation.
Question: Content is a great way to position yourself and your brand as a thought leader in your space. What’s your best tip for creating content ideas that differentiate your company website from your competitors’?
Answer: Trying to conceive all your brand's online content yourself can be stressful and may prove ineffective. So, tap into your staff's knowledge. Your frontline employees will provide a unique perspective on your buyers' concerns. And those in sales or production face challenges that may lead to valuable insight. Look at what your company does from many angles to create rich, authentic content.
Question: Podcasts have become a popular medium for both publishers and brands. What's your best tip for business professionals who are thinking about starting a podcast?
Answer: If your podcast purports to teach or provide some type of insight, get to the point quickly. Dispense with the "how was your weekend?" chit-chat and deliver on your promise. As with so many other cases, it's about respecting your audience's time and giving them what they came for. Once you earn a reputation for crafting concise content of great value, your podcast is more likely to succeed.
Question: My company is planning to launch a blog. What's one best practice you could offer me?
Answer: Yes, blog posts typically consist of one person's thoughts, but if writing isn't your strength, run your words past a skilled copy editor before publishing. If the blog is an extension of your brand, you don't want potential customers disregarding your product or service because of what your muddy content or careless mistakes may say about your attention to detail.
Question: When done right, press releases can be extremely beneficial for a business. On the flip side, what’s one glaring mistake you see time and again with press releases?
Answer: Your new product or event is a big deal to you, but it likely doesn't qualify as worthy of a media outlet's time or space - unless you can highlight its broader appeal or importance to the newspaper or TV station's audience. Editors and news directors need to be able to justify what they publish as valuable to their audiences. Prove your story's value and it'll stand a better chance of being seen.
Our series of blog posts featuring my answers to questions from the Forbes Agency Council continues. The focus this time is content creation.
Question: Two of content marketers’ biggest concerns are a lack of resources and fear they’re not creating enough content. What is one tip for overcoming limited time and resources to produce enough valuable content?
Answer: If you take a high-quality photo of an interesting scene, you can then create dozens of separate photos from it by cropping the image to highlight specific points of interest: the puffy cloud, the old building's texture, a close-up of the face. If you write an article that's rich with information, you can also "crop" it, repurposing bits and pieces for short-form videos, social and other channels.
Question: What is one valuable storytelling lesson you've learned that you can apply to content marketing?
Answer: I've learned to look into my own heart to develop content that resonates with people. Whether I'm working on behalf of a hospital, a tire retailer or any other company, I'm searching for the human and emotional side of the story. To consumers, the products in a category often seem identical, but a company's culture, values, and the buying experience it provides can be real differentiators.
Question: What is one feature of an effective explainer video?
Answer: Get that script down to the bone! Simple words. Short sentences. Put it all in an order that makes sense to the viewer. And, if possible, sprinkle in the audible equivalent of white space: silence. That gives your audience time to process what they just heard.
Question: From ad copy to emails, the ability to write well is an important skill for agency professionals. What’s the best piece of writing advice you’ve ever received?
Answer: There are two tips I figured out a long time ago and share all the time. 1) Get to the point! Respect your audience's time and deliver value and the promise of your title quickly. 2) Just because you say it, doesn't make it so. Support your claims with facts, testimonials and other information that gives readers reason to trust and invest in your words.
Now, an article at Time.com reveals why you should make a habit of writing and sending thank you cards to people.
“Saying thanks can improve somebody’s own happiness, and it can improve the well-being of another person as well - even more than we anticipate,” said Amit Kumar, the co-author of a study on the subject that was published in Psychological Science.
Over the years, we’ve suggested to a few of our clients that they send a thank you card to a customer each day - just one card; just one customer - and that they view it as part of their ongoing marketing efforts.
That methodical approach can produce as many as 365 unique, personal impressions each year; impressions that the card recipients will likely remember and maybe even share with others. Would that effect be worth just a couple of minutes of your time every day?
And now, we know that there’s an added benefit: you or the team member who writes and sends the cards gets to feel great about expressing gratitude, and that can help your employees derive more satisfaction from their work. (Imagine if EACH of your team members sent one thank you card per day!)
Keep it Simple
To make the thank you card writing process as easy and efficient as possible, consider these tips.
1) Purchase all your cards (or have them printed) in advance so you don’t have to search for new cards every few days. Buy the stamps up front, too. And keep all your supplies in one area so they’re easy to find.
2) If it helps, write five or six template messages based on different circumstances, and then use them in your cards. You might write a template for welcoming new customers, or a thank you for a positive review. Write an “I loved getting to meet you” note or a “thank you for buying a certain product” message. Then, personalize them as necessary.
3) Don’t put off a week’s worth of card writing ‘til Sunday night. Write and send one card every day to avoid becoming overwhelmed by the process, to provide a timely response to your interaction with the customer, and so you can put your best effort into each card.
Let us know if you need help writing your templates or designing and printing your thank you cards. And please tell us about the response you get, whether it’s from customers or the people you work with.
This post is the second in a series of articles that features my responses to questions put to members of the Forbes Agency Council. The theme again is brand.
Question: What is one thing brands should know when planning this year’s holiday campaigns?
Answer: Along with the benefits of your product, let your audience know what's convenient about ordering it, returning it, assembling it, even paying for it. Your holiday campaign will have to compete with a lot of other messages, and it'll run during a hectic time of year. Make purchasing your product more attractive to busy, distracted consumers by showcasing your quick and easy buying process.
Question: With so much noise in the marketing space, brand loyalty is paramount. What’s one way companies can increase brand loyalty?
Answer: You could be adding to the marketing noise if you're trying to be everything to everybody. By giving your audience too much to think about, you may be confusing them and preventing them from retaining a strong image of your brand. Determine what your core value is to consumers and find more ways to reinforce that specific value, rather than always introducing new topics into the conversation.
Question: If a company is considering a rebrand, what is one of the most important questions its executives should ask themselves before rebranding?
Answer: Will a re-brand endanger the brand equity you've built up over the years? If the changes you make are drastic, will your current customers embrace them? If not, then what? Is the potential lure of new customers strong enough to risk alienating or confusing your current base? Is it possible that polishing up your current brand elements would give you the best of old and new?
When you want to encourage customers to buy, you spend time and effort crafting marketing and advertising messages that will be meaningful to that audience.
But what about when you need to motivate your staff members to learn a new skill or make an improvement to your workflow? Do you just send a quick email and hope they’ll make the desired change?
In both cases, the goal is the same: you’re trying to promote specific behavior. And in both cases, the audience is basically the same. It’s people. Yes, one group buys from you and the other group works with you, but members of both audiences receive hundreds of requests for their attention each day. If you want the message for your employees to resonate, it needs to be crafted with as much care as your marketing copy.
Let’s say you want your team to adopt a new process. Consider sharing the interesting backstory behind that new process with them. How will it help people? How will it reinforce your company’s mission or core values? When your team understands why the change has been made - and even what’s in it for them - they’re more likely to line up behind that new process.
3 Tips on Treating Your Internal Team Like an Audience
1) Keep your content as concise as possible. That will make it easier for your staff to consume and remember it.
2) A single memo is not likely to do the job. Repeat the main idea, but in different ways and through different channels. Most people need to be exposed to a message several times before it takes hold, but not everyone learns and retains information the same way.
On day one, for instance, you might send an email about the new process. For day two, record a company-wide voicemail answering a common question about the process. On day three, talk about the benefits of the new process at the company meeting. Day four: create and share a quick video to relate a success story about the process.
3) Just as you wouldn’t spend all your time with an audience of customers talking about yourself, be sure to focus on the needs of your internal audience. Help your team cope with the new process. Answer their questions. Give them tips. Remind them how the change makes things better. In other words, deliver value in exchange for their attention.