11 Nov To begin to appreciate the promotional process, it is useful to understand what customers need to hear and how they need to hear it.? There is an art to the timing and the content.? Wat
To begin to appreciate the promotional process, it is useful to understand what customers need to hear and how they need to hear it. There is an art to the timing and the content. Watch this video to begin.
Assignment Questions:
Design a predictive communication process with a global perspective Using the 4 steps in the video/lecture (Attached). As always, it is essential to get feedback and perspective from an additional classmate/collaborator.
Scenario: A small company is going to launch a new workshop or book and needs to create international 'buzz' for the launch. Consider any incentives that could help. After they sign up, what additional information will they need to know and when?
1. Describe your version of the scenario – the type of company, product, event, etc. Then design a communication series for a fictional upcoming event.
2. Decide what content/info needs to go in each email and when it needs to be sent out. Present this in a content mgt. style timeline (i.e., content calendar or chart).
3. Discuss your rationale for the timing of the emails
4. Discuss what global/multi-cultural perspectives you need to consider and apply in your communication process.
Have you received a push notification like this?
Real Message: I just want your $$$
@DrWendyGuess
Hi John. Your order should be arriving on Thursday. Would you like to set up a date & time to install it? Just reply with your preferences. Wendy
Real Message: You care about the customer)
Or …. Has a note like this one
arrived just at the perfect moment?
@DrWendyGuess
Which Would YOU Rather Read?
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Link – http://mytalk.rocks
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What’s better for your LTV/ROI?
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How would it be for your clients to feel like you’re a mind reader?
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Part 1: Design Campaign
What am I really delivering?
My guiding principles
Beyond the product…
For Support
To build Community
Improve Productivity
Create Distraction
Or adding to Frustration
DESIGN CAMPAIGN
@DrWendyGuess
Part 2: Customer Journey
How do they really feel about it?
Are they a hunter or gatherer?
Which CTA did they follow?
What do they expect to find?
What stage are they in? (CRM)
What UX concepts are added?
CUSTOMER JOURNEY
@DrWendyGuess
Part 3: Questions/Concerns
What do they really need to know about Product/Service?
Logistical details
A surprise feature
How they’ll feel using it
Other ways to use product
Industry/Insider tips
QUESTIONS /CONCERNS
@DrWendyGuess
Part 4: Response Timing
When do they need to know it?
At first glance
Deep dive
After hesitation
Leading up to event
During event/ order
After exchange
As a reminder
Need to Know = RELEVANT
RESPONSE TIMING
@DrWendyGuess
What’s needed – When it’s needed!
Formatting Tips:
1-3 topics
3-5 Bullet Points
Visually spaced
Less is More
Hyperlink to detail
Welcome. Wondering about the MyTalk.Rocks?
Link – http://mytalk.rocks
Rock The Speaker
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Share Feedback
Ask Questions?
@DrWendyGuess
Which “Message” Manager Will YOU Be?
@DrWendyGuess
VS
@DrWendyGuess