Tag Archives: Engagement strategies

Instantly Align Stakeholders with Edutainment

04 Tuesday Oct 2016

Posted by in Branding, Financial Literacy

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Edutainment style video makes it easy to get your ducks in a row.

Edutainment style video makes it easy to get your ducks in a row.

Herding cats. Boiling the ocean. Kicking whales down the beach. Aligning employees and customers to the brand.

Easy to say. Tough to do. And it’s not just a job for HR, Training, or Organizational Development alone. Marketing and brand have untapped power in this arena.

Alignment is a topic of endless discussion, with no definitive solution. But organizations spend billions on it because at the end of the rainbow is a legendary pot of ROI. You’ve heard it all before: Employees who are aligned with customer and company goals automatically collaborate better. They make better, customer-driven decisions that ultimately cut management costs and raise revenues, engagement, and retention.  In essence, aligned employees make it their mission to close the gaps between customer and company.

Excuses, Excuses

So why do organizations continue to communicate differently with employees and customers using Internal Communication and External Communication, respectively? It ultimately costs more money, causes unnecessary complexity, and inherently tells two different stories or evokes separate motivations, or at least presents different postures.

There are some types of internal communications that customers don’t want to be bothered with. But on the other hand, there is a litany of excuses not to use the same communications for others that promote transparency. The bottom line is many organizations don’t know how to be truly customer-driven. So they default by adapting the internal story of (profit focus) “you have a sales quota to meet” to the external story (customer focus) “trust that we’ll do the right thing for you, our customer.”

Among the “good reasons” internal communications need to be different from external, we’ve heard:

  • The internal story and external stories are just different
  • If customers knew how messed up we are on the inside they’d flee
  • It’s too technical for consumers to understand
  • How we do things internally is no one’s business but ours

… there are probably at least 100 more

The Payoff

Transparency builds trust with every stakeholder so, think of alignment as one complete story. The internal folks need the whole story. External stakeholders (distributors, customers/consumers) many times don’t need to hear the details, but should be entitled to hear the entire story as they become closer to the brand.

Imagine a poster with big headline type and smaller body type, graphics illustrating various details, and maybe even some smaller caption type. Employees and customers should all see the same poster. An employee, who works near the poster every day, sees all the details and words clearly … although it’s good for him to read the large headline type every day as he walks in the door. The consumer is passing by on the sidewalk. She can clearly read the headline and sees the same graphics the employee sees. As the she becomes a customer, she moves closer and begins to see more of the same detail that the employee sees. There’s nothing written on the back of the poster, hidden from the consumer or customer. Everything is transparent and therefore everyone is working on the same issues: how to make life better for customers.

Using different versions of the same marketing and educational assets for all stakeholders makes life simple for marketers and reduces skepticism among customers. Combining education and entertainment allows it to be multi-facing, showing ideal interactions and true sentiments. In fact it can turn the tables for a selling monologue to a buying dialog because you’re feeding both sides verbal and non-verbal information they need to do business.

Edutainment: A Tool for Alignment and Engagement

Financial Literacy Blog Post Image 2Edutainment is particularly well suited to high-involvement products and services and web applications like videos, interactive infographics, and gamification. It presents the same information in different levels of depth and focus aligning all stakeholders simultaneously. Wrapping education in well-produced assets can present an approachable brand personality with a customer-driven mission in real-life context. This is where the rubber meets the road; where customers see how employees should behave, and employees see how customers react. Brands that have a lock on this are famous: Apple, Southwest airlines, Starbucks, Trader Joe’s, and Amazon. Some lump it all under “culture.” But how is the culture created and sustained?

Aligning through a stream of multi-facing assets—especially those with an appropriate sense of humor—creates brand transparency. They automatically align, reduce marketing friction and management costs, and accelerate innovation.

GroPartners Consulting creates edutainment assets for several industries, including financial, insurance, and retirement products and services.

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For more perspective on bridging strategy and execution, including practical tools and processes for brand operationalization, get a copy of Getting There From Here: Bridging Strategy and Execution, by Greg French, founder of GroPartners Consulting. E-book at iBooks or hard copy from Amazon.com.

http://amzn.to/1Jcli0A

Extreme Branded Entertainment

04 Tuesday Oct 2016

Posted by in Branding

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270214-gaga

Brands are getting close to out-and-out owning music entertainers. What’s next?

In a promotional age more complex than any time in history, brands continue to look for ways to capture consumers at the visceral level. This is a tall order in societies like ours that splinter out consumers into ever-narrowing segments conditioned to deflect promotional messages as a default behavior.

In contrast, the music industry’s heritage is built on understanding and appealing to values, attitudes, interests and lifestyle. Music genres span every taste for every mood. So it’s no wonder that over the years, brands and bands have enjoyed a cozy fit: brands provide the money, bands provide the cache and association with lifestyles and values. Think Jimmy Buffett and you instantly taste the salted rim of a seaside margarita (Sandals Resorts?). Think Pink and you might get the urge to work out till you drop (Under Armour?).

A June 2016 Huffington Post blog packages the symbiosis well, citing three factors that attract brands to sponsor bands:

  • Compelling content
  • Cultural relevance
  • Authentic connection

Bands Forced to “Sell Out”

The balance between the non-conformist, no “sell-out” image of bands, and the opposite commercially-driven essence of brands has always been tricky business, but recently has become totally one-sided. As reported in a NY Times article, streaming music services have crushed the revenue structure of the music business, leaving bands with only touring and brand sponsorships to put fuel in the bus and pay for new guitar strings.

Now deprived of revenues formerly generated by record sales, music entertainers are broke without sponsorships. Brands have poured buckets of money into live music sponsorships to the point they’re literally taking over the show. For example, an entire tour of Lady Gaga shows actually integrated Doritos product placement on stage and around the event. So where does all this lead? It seems as if brands are getting pretty close to out-and-out owning music entertainers.

Pure Branded Entertainment

That scenario might not be too far off the trend. Since consumers drench themselves in music every day and position it as a mood identity device in their lives, what better way to entrench in consumer value systems than for brands to develop bands and solo artists of their own that write and perform songs projecting the values created by the brand. Not to suggest Mickey D’s Fat Pack or The Viagras as band names, but rather real bands with real names and real music and lyrics that never (or rarely) mention the brand name. The difference between this concept and blatantly sponsored bands of today is that the band/entertainer would be developed from the ground up by the brand that owns exclusive sponsorship rights. The music, lyrics, and image would project the brand’s values and image (Brad Paisley and Dove Men?). The original “values-aligned” music could be leveraged (instead of licensed) for brand advertising, events, videos, internal morale and alignment, and many more applications limited only by the boundaries of creativity. A hit song could mean a boon for the brand. And vice versa. If the music is good, does it make any difference how it’s funded?

Would the market buy into this kind of low profile “brand-backed band?” What do you think?

 

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For more perspective on bridging strategy and execution, including practical tools and processes for brand operationalization, get a copy of Getting There From Here: Bridging Strategy and Execution, by Greg French, founder of GroPartners Consulting. E-book at iBooks or hard copy from Amazon.com.

http://amzn.to/1Jcli0A

Color Creatively Inside the DOL Rule

22 Thursday Sep 2016

Posted by in Branding, Financial Literacy

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The Department of Labor (DOL) recently finalized the rules that address conflicts of interest by financial advisers in providing retirement advice to consumers. The rule describes the kinds of communications that would constitute investment advice and types of relationships in which those communications would trigger fiduciary investment advice responsibilities. These communications are referred to as “covered investment advice.” But there are types of communications not covered that offer huge opportunity for innovation in capturing customer mind share.

The DOL rules have sent life insurance and retirement marketers into a panic to calculate where the line is drawn in their conversations that could trigger fiduciary responsibility. And the urgency is justified: The penalties for breaching fiduciary duty include restoring all losses incurred during the fiduciary relationship.

Green Light for Education

One of the types of communication that does not trigger fiduciary responsibilities is education, because ostensibly educational content does not provide recommendations, but only knowledge. The Department of Labor believes that “education about retirement savings and general financial and investment information is beneficial and helpful to plans, plan participants, and IRA owners, (as long as) the content doesn’t broach a level of recommendation as defined in the final rule.” So education sounds like the new champion of financial marketing, right?

There’s only one rub: Education doesn’t exactly sizzle with excitement or entice with engagement.

Edutainment: An Engaging Tool for Financial Marketing

Edutainment can improve engagement for financial education.

Edutainment can improve engagement for financial education.

Learning through entertainment dates back to Ben Franklin’s Poor Richard’s Almanack that amused and instructed colonists with its mix of maxims, weather forecasts, math lessons and puzzles.  The term “edutainment” was coined by The Walt Disney Company in 1948 to introduce the True Life Adventure series. In the 1990’s Bill Nye The Science Guy was immortalized by his quirky and fun TV show that became a modern-day model for edutainment. And in the 2000’s even brainiac physicists like Brian Greene were able to convey concepts as complex as String Theory to the masses with his “edutaining” mini-series.

Today, though edutainment is used widely in applications targeting early learners in kindergarten and elementary school, it isn’t fully leveraged in adult learning, especially in the financial industry. Maybe it’s because the financial industry has been driven to solemnity by regulation.  Maybe because it has a reputation for gravitas.  Maybe it’s time for a change.

Today, web video has opened up an insatiable channel for video on demand and programming limited only by the imagination. The convergence of this technology breakthrough, the DOL endorsement of education as a strategy to delay triggers, and the public’s growing appetite for “alternative” content, clearly cry for innovation.

The application of “edutainment” is one innovative and engaging way to leverage these trends. Creative content strategies such as this can help retirement product and service brands prosper throughout the DOL rule era by helping producers snap out of panic and get comfortable with doing business as usual, with a few modifications.

Adding interactive layers to entertaining videos enable a “create your own adventure” platform. Likewise, using guided path learning strategies with video and animation can provide deep engagement and effective learning.

A couple new video content formats along these lines include:

  • Short-form video series focusing on individual typical consumer financial situations within various stage/life style segments. How do they deal with it? How would viewers differ in their approach. How are decisions made and what is the model for the adviser to act in the customer’s best interest?
  • Brand sponsored dramatic comedy (“dramedy”) web video series starring life-stage specific cast with a central theme around financial crises, decisions, and resolution. Real life financial situations aren’t neatly bundled into categories. Instead, they are a complex combination of personalities, habits, early learnings, past behaviors, and events. A faux reality series like this could engage at the entertainment level, identify with consumers at the situational level, and provide real solutions by example of success.

Edutainment ideas for financial literacy are endless. In fact, this approach could be an entire cultural initiative for financial brands wanting to build intimate relationships with consumers before crossing the fiduciary threshold. The bottom line is getting your stakeholders to realize it’s pretty simple. They just have to do the right thing for the customer. Only now they’ll have a bit more “CYA” work to do in the process.

GroPartners Consulting video edutainment platform addresses these opportunities with subject matter expertise in financial products and services, relevant wit, and cinematic quality.

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For more perspective on bridging strategy and execution, including practical tools and processes for brand operationalization, get a copy of Getting There From Here: Bridging Strategy and Execution, by Greg French, founder of GroPartners Consulting. E-book at iBooks or hard copy from Amazon.com.

http://amzn.to/1Jcli0A

‘Edutainment’ is the New Financial Marketing

08 Thursday Sep 2016

Posted by in Branding, Financial Literacy

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Last week I asked a colleague familiar with the financial industry a simple question: What’s the difference between financial literacy and financial education? Her first reaction was, “Oh, that’s pretty clear…” Then after a few seconds of thought, she conceded that the distinction wasn’t so clear.

She’s not alone. The difference between the two is somewhat murky, though simple. Financial literacy is the level of understanding about basic financial concepts an individual has accumulated. Financial Education is intervention intended to boost the level of financial literacy.

The New Rule of Engagement

At the June meeting of the Financial Literacy and Education Commission (FLEC), a joint committee comprised of representatives from 19 government departments, Department of Labor Secretary Thomas Perez stated, “The onus has shifted to consumers to make critical decisions for retirement security. Education has not kept up.”

He went on to cite a global survey of financial literacy in which the US ranks 14th behind Singapore and the Czech Republic. Even worse, a survey by George Washington University found that only 14% of Americans passed the test for basic financial literacy covering fundamental topics such as inflation, compound interest, and financial diversification. More than 70% passed the same test in Norway, Denmark, and Sweden…more than 60% in Canada.

Among people with self-directed plans, about half report not feeling very confident in their ability to make good investment decisions. Fewer than half of women report that they are mostly or very confident that they will make the right investment choices. Lew concluded, “This lack of confidence points to the need for both good financial education and sound investment advice.”

Meanwhile, the Department of Labor (DOL) is working on new rules to govern the unfair practices of many financial advisers in double-dipping fees and commissions. When you combine the pervasive, chronic financial ignorance in the US with the absence of standards and ethics for financial advisers, consumers lose.

Department of the Treasury Secretary Jack Lew addressed new DOL Conflict of Interest Rules directed at fiduciaries (financial advisers) calling them, “an important step towards ensuring…Americans who are increasingly responsible for their own retirement planning can get that advice and trust it, knowing it’s in their best interest.” The new Rule emphasizes the importance of education to help Americans manage their investments and plan for their futures.

Transforming Selling to Buying

Edutainment can improve engagement for financial education.

Edutainment can improve engagement in financial education.

Life and retirement brands have a great opportunity to gain consumer trust through educational intervention. If the focus is first placed on growing relationships though educating prospects, financial brands can postpone triggering fiduciary responsibilities until the prospect is ready to buy.  Smart life and retirement companies are becoming increasingly innovative with financial education that leads to elevated financial literacy. Sales results can be elevated by first intervening with consumer financial education at the critical point of category interest (AIDA model), helping consumers make informed buying decisions, rather than just being sold.

GroPartners Consulting Financial Marketing provides financial clients with expertise and guidance in producing highly engaging financial education programs. Our experience and scope includes interactive videos, life-stage targeted “edutainment” series, and web and digital tools and assets designed to elevate financial literacy.

 

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For more perspective on bridging strategy and execution, including practical tools and processes for brand operationalization, get a copy of Getting There From Here: Bridging Strategy and Execution, by Greg French, founder of GroPartners Consulting. E-book at iBooks or hard copy from Amazon.com.

http://amzn.to/1Jcli0A

 

How to Get Everything You Want at Work This Year

13 Tuesday Jan 2015

Posted by in Alignment, Measurement

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 One word. RAPPORT.

What are the ingredients of powerful RAPPORT? How can you harness the force that projects charisma, persuasion, negotiating power, and credibility to all the stakeholders who affect your work life? Not only your boss. Not just your team. But people within every function of your organization and all your brands’ stakeholders, including customers.

To take it even further, RAPPORT can be scaled to unite brands and their customers, employees and employers; all to achieve real business results.

Believe it or not, this kind of power can be acquired by following only seven down-to-earth steps called The RAPPORT Process™.

Print(R) Research — Know your stakeholders

(A) Analysis — Determine not just what they want, but what they need to do to get what they want (your strategy). Pick your battles by focusing on needs that your solutions can best facilitate, and the segments that value them most.

(P) Positioning — Develop a way to deliver your strategy that addresses your stakeholders’ perceived wants. Begin with their objective and work backwards to your own. Focus on the single facet of your stakeholders’ want that you can “own.” Let them discover all the other great benefits later. Be big somewhere, rather than small everywhere.

(P) Planning — Once you know what your stakeholders want and what they need to do to get it, you need a detailed approach. Formalize the events, costs, benefits, and sequence in a plan.

(O) Operation — Execute your plan…roll it out…take action

(R) Results — Measure your outcomes and progress toward your goals

(T) Translation — How can you do this better next time?

Imagine everyone in your organization—from the stockroom to the boardroom—using this process to deal with every kind of issue from improving shipping efficiencies to launching new brands. Minds aligned. Conflicts averted. Cultures united. Commerce accelerated. Efficiencies unlocked. Common process means common language and focus. And that means a better rapport, which opens a whole new universe of benefits—all from operational alignment through The RAPPORT Process.

Much like the Quality movement in decades past, the RAPPORT revolution can help businesses achieve greater customer satisfaction, increase revenues and margins, and improve operational efficiencies. GroPartners is launching a multi-year trial of our trademarked RAPPORT Process for organizations that believe alignment sets into motion a chain of heightened customer and employee satisfaction, which leads to enhanced revenues and margins. Our aim is to build a case of solid metrics on actual organizational implementation.

Contact us if you’d like to participate in our trial. This process might be a way for you (and your fellow employees and your customers) to get everything you want at work this year, and beyond.

You can read more about the RAPPORT Process in my new book, “Getting There From Here: Bridging Strategy and Execution” available on Amazon http://amzn.to/1yK9DTG or digital version on Apple iBooks.

GroPartners Consulting

Branded Documentaries: Captivating Consumer Consciousness

26 Thursday Jun 2014

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In recent years, branded documentaries have gained popularity in the marketing mix among a wide range of brands, including Stella Artois, Ericsson, Audi, Proctor & Gamble (Pantene/Downy), PetSmart, Jack Daniels, and Revlon’s Mitchum deodorant and many others.

What are Branded Documentaries?

The difference between branded documentaries and advertising or public relations is that they are actually “micro movies” (usually 3-20 minutes long) versus ads or sound bites (under 90 seconds). And unlike corporate videos, branded documentaries are issues-focused, versus brand-focused. These micro movies “feel” different. They tell emotive stories with cinematic techniques, resulting in a deeper and more engaging experience than is possible from any form of direct promotion.

Branded documentary director Nathaniel Hansen provides some insight: “Viewers are a lot more media and message savvy than we often give them credit for. If the film is people- or issue-focused, it’s a great way for the brand to take a back seat and let the content build demand.”

Some filmmakers behind branded documentaries prefer original music scores to heighten this cinematic experience. They feature real people telling stories around issues and events in their own words with authenticity that only the “real deal” can evoke. The sponsor’s brand may not be featured in the production, though sometimes cleverly placed. Instead, these films often use a carefully crafted storyline to present a worthy cause, or build a solid case for why certain attributes present in the brand are important in making people’s lives better.

Pantene Pony Up

Pantene Beautiful Lengths used branded documentaries to promote a cause: donating human hair to make wigs for cancer patients.

For example, in 2012, Pantene Beautiful Lengths charity expected to donate a record 12,000 real hair wigs to women fighting cancer nationwide. Though we can’t confirm this goal was met, the Pantene Beautiful Lengths website reports that since it’s inception in 2006, Pantene has donated to cancer patients approximately 24,000 wigs made from 400,000 consumer-donated pony tails. As a core component of Pantene’s marketing program, they created a branded documentary series that captures compelling stories from hair donors and wig recipients to drive public interest in the Beautiful Lengths program. In Pantene’s case the documentary was clearly branded. https://www.youtube.com/watch?v=BK0J5jgf36M&list=SPIUDgI1r16CsQxkYdDNImNXCV3Rrf2EXM&index=1

Painting Coconuts is a documentary posted in January of 2013 that takes viewers behind the scenes of the model-building genius of the Audi Quattro® Experience. This one-of-a-kind slot car track creates a virtual driving experience with the world’s first car-mounted camera and iPad display/controller to put participants in the seat of a model Audi Quattro as it streaks around the highly detailed model track. “Drivers” take control of a custom-made 1/32 scale Audi A4 model slot car to test their on-track skills  and promote the luxury auto brand. This documentary was a great way to leverage the investment in building the track, bringing it to the masses in a well-made 15-minute film (though it could have been 9 minutes with the same impact). It didn’t necessarily stir me to any form of action, but it did raise my awareness of the Quattro and associated it with detailed craftsmanship and driving enthusiasm.  https://www.youtube.com/watch?v=XQxOKtCWEGE

Albert Maysles

Legendary documentary director Albert Maysles helped Mitchum keep it’s slot on retail shelves.

Mitchum rekindled interest in the heritage brand by sponsoring a nationwide contest in search of the “Hardest Working Man in America” in 2010. The deodorant/antiperspirant brand worked with CAA Marketing, director Brett Ratner (“Rush Hour,” “Red Dragon”) for a branded-entertainment program that played to its heritage and tagline: “So effective you could skip a day.” The winner was Chad Pregracke, founder of Living Lands & Waters, who alone racked up more than 50,000 votes for the award. Chad hauled over 6 million pounds of garbage from America’s rivers and their water sheds over the last 10 years, working seven days a week and selling what he could from the trash. See http://vimeo.com/64632163 for a short video case study including traditional and social media programs supporting the program and results.

Telling v Selling

Why are branded documentaries becoming so popular? My knee-jerk research reaction while writing this blog was to pit branded documentaries against traditional advertising effectiveness. But after doing some research, I realized it’s just not that simple: They are two entirely different forms of promotion, like PR and advertising. Branded documentaries deal with issues. They tell longer-form stories that engage viewers in causes of social conscience, learning, or special interest, then associate the content with a brand through sponsorship or some other non-direct means.  By contrast, advertising deals with overt selling messages based on direct product use features and benefits. You might say the contrast could be summed up as “Telling versus Selling.”

Can documentaries actually convert customers or make paid promotion more effective with a halo effect? I’d love to see a study on that.

Market Drivers

The motivational model consumers use to make purchase decisions appears to be changing. One major driver is the growing culture of social responsibility (aka “causes”). Brand consumption is no longer an “I” thing, but now a badge of community consciousness. Consumers and customers feel and show others that by “participating in brands” (aka buying and using them) they’re actively making the world a better place. The emotional logic goes something like this:

“This documentary makes me feel strongly about this cause →
This brand is associated with this cause →
  (they must be providing some kind of support for it, right?) →
So by buying their brand (consistently), I can support this cause →
This makes me feel good because I am making the world a better place!”
 

Another driver of brands’ increased investment in documentaries is the ubiquitous adoption of online video by the world’s population:

  • Online video now accounts for 50 percent of all mobile traffic and up to 69 percent of traffic on certain networks. (Bytemobile Mobile Analytics Report).
  • 52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo)
  • Over 6 billion hours of video are watched each month on YouTube—that’s almost an hour for every person on Earth (http://www.youtube.com/yt/press/statistics.html)

Statistics supporting web video as a dominant medium go on ad infinitum.

Attributes of Successful Branded Documentaries

For the most part, it appears that filmmakers and brands agree on the common attributes of successful branded documentaries.

  • Identify and define success metrics before you begin the production—you’d be surprised at how it guides decisions throughout the production
  • Be sure that the story aligns with your brand’s positioning
  • Use real stories and real people—it’s really hard to fake real life
  • The documentary should be built on professional cinematic qualities, so don’t try to use a director who produces mostly commercials or reality-style smart phone videos
  • Focus the storyline around emotional engagement (a kind of stress), some facts, and a dash of humor (to relieve the stress at strategic points)
  • Make it personal to the masses (present the topic in a way a great number of people can relate to)
  • Before you begin, implement a content marketing strategy for roll-out across an integrated campaign
  • PICK YOUR BATTLES – branded documentary is a BIG leap of faith for most brands and clients
  • Focus on the issues and the people who are impacted by them, not the brand

Contact GroPartners Consulting for more information on how to make branded documentaries work for your organization.

GroPartners Consulting

Peer-to-Peer Power: Low-hanging fruit for high-powered results

13 Thursday Feb 2014

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P2P ROI Infographic

P2P ROI Infographic

In attempts to replicate top performers’ results among
their peers, many organizations instinctively look to traditional
methods. Additional training and messaging, managing toward strategic goals, internal promotions, compensation incentives, and research lead the list. But today forward-thinking organizations are finding success with technology-driven peer-to-peer (P2P) employee collaboration strategies.

P2P collaboration can galvanize employee engagement efforts
to a point of measurable return on investment (ROI). Much like
social media’s effect on consumerism, peer-to-peer collaboration among employees is empowered by new technologies and efficiencies that can take employee engagement to a whole new level — including bottom line results. At this new level there is a “P2P Effect” that takes on its own momentum. With it, an organization can improve business performance in targeted areas and clearly track it to ROI.

Read the full story on how “The P2P Effect” can deliver surprising business results. Download GroPartners’ informative white paper, “Peer-To-Peer Power: Harnessing the P2P Effect for Improved ROI.”

 

GroPartners Consulting