Discover LA Responds to Trump’s Travel Ban

Los Angeles tourism officials are launched an initiative this week with the message “Everyone is welcome” — a clear response to the pressure the tourism industry is facing with the negative impressions around the world of the travel ban imposed by President Trump.

The first element of the campaign features a 93-second music video uses the metaphor of paper planes to represent travelers to the city. They fly past people of various ethnic backgrounds hugging, dancing and skateboarding near iconic L.A. locations to the backdrop of Father John Misty’s Real Love Baby.

The creative was developed in-house by Discover Los Angeles and shot and edited by Mistress’s production arm, Bastard.

Read more about the campaign in the LA Times’ story here and at Creativity here and at Adweek here.

Watch the full video below:

Wyevale launches new ‘Your Summer Garden’ campaign

To kick start Wyevale’s ‘Your Summer Garden’ campaign we created a mailer to actively encourage members of The Garden Club to get back into their garden and immerse themselves in the pleasures it gives them.

The pack highlights this year’s summer trends, showcases related products and uses targeted offers and personalised reward vouchers to drive garden centre visits and sales.

The post Wyevale launches new ‘Your Summer Garden’ campaign appeared first on WDMP – an award wining, independent, modern CRM agency based in London.

Why User & Usability Testing Is a Must-Have

User and Usability Testing

Making assumptions can be the downfall of many a marketer.

Think about it: how often have you conducted user research without actually talking to real people?

All too often, we use data to infer what users want without ever asking them firsthand. According to Forrester Research’s 2015 Customer Experience Index, 73 percent of businesses cite customer experience as a strategic priority, yet only 1 percent of companies deliver excellent customer experiences.

Building the Case for Testing

With research showing that by 2020, customer experience will overtake both price and product as a key brand differentiator, if was ever a time to learn how to conduct effective user testing, now is it.

Introducing testing into your organization isn’t always easy and there will inevitably be pushback regarding its necessity and ROI.

We think a good analogy is the process of building a house: First, you must set the foundation to make sure the structure is sound. And even once you pass inspection, there will be ongoing maintenance and upkeep to ensure that things don’t fall apart.

Pre-Launch Testing

Even before laying the foundation for creating the best user experience, you’re likely to run into either or both of these barriers to buy-in: stakeholders feeling they don’t have the time or they don’t have the money for testing.

We don’t have the time: Yes, it’s important to get to market quickly, but stakeholders need to realize that testing can actually save time. Focusing on the user in the beginning allows you to get it right before the project, rather than having to redo things toward the end.

What’s more, the process of gaining insights doesn’t have to be time consuming. You can quickly prepare and execute a test with just a few participants in a matter of hours.

We don’t have the money: It’s a common misconception that testing is always expensive. Testing can easily help eliminate feature overload, which reduces development time. There are a variety of online testing options available today to can fit any budget.

Minimum Viable Testing

The best way to get stakeholders to see the value of user testing is to show them the results. Testing at every phase in the product life cycle is ideal but might not always be possible, so your first step is to decide what you’re going to test and when you’re going to test it. The Nielsen Norman Group UX Research Cheat Sheet can guide you here with some great tips.

We recommend taking a Minimum Viable Testing (MVT) approach. Your MVT is going to change from project to project, but if you do any sort of testing, the most informative and useful will be wireframe usability testing.

Wireframe Usability Testing

Wireframe usability testing allows you to gain insights by asking users to complete typical tasks. In-person testing allows the facilitator to watch, listen, ask follow-up questions and take notes. With today’s remote testing services, you can quickly recruit users and get results in a matter of hours.

Testing wireframes allows you to make sure you’re delivering the best experience possible by validating that your navigation is working and seeing if users can perform the necessary tasks.

Wireframe usability testing also gives groups within your organization a way to align on priorities, ensure that the proposed experience can support business objectives and shorten the development lifecycle.

Putting Your Plan Into Motion

Testing doesn’t require a massive number of users. In fact, using as few as five testing participants will uncover 85 percent of the usability problems on a given website.

Putting the test into motion can often be the biggest barrier. That’s when it can be extremely helpful to sit down as a team to discuss the items below:

  • What are you trying to learn?
  • What are the tasks and questions you want your users to answer?
  • What target users do you need to recruit to get the feedback you need? How do you plan to recruit them?
  • How many participants should you include?
  • Will you be testing remotely or in person?
  • When are you going to test? What are the timing milestones you need to meet?
  • How and when will you analyze the test findings and discuss the results as a team?

Some Tools of the Trade

Having the testing tools you need will make your job much easier. For in-person, moderated usability testing, Silverback 3, is a free app for Mac with most of the basic features needed to record sessions.

Other helpful in-person testing tools are Morae or Camtasia, which are more expensive, but worth the investment for extensive testing. For remote unmoderated usability testing, UserTesting.com allows you to recruit, write tasks and test wireframes, all within a single platform. You can also do quick remote moderated testing by using WebEx to schedule and record your sessions.

Post-Launch A/B and Multivariate Testing

With your new site up and running, there’s still some learning to be done because post-launch testing will also provide valuable insights. For example, post-launch testing will help you determine how the user experience can be maintained or improved, as well as where there might be additional opportunities to optimize the site further.

Launching your site required you to make assumptions about the content that would effectively engage your users and move them to take the desired actions. A/B and multivariate testing allows you to get to the heart of what’s working and resonating with your users — and what isn’t.

Call-to-Action Versus Optimal User Flow

Your site analytics will let you look at how your pages are performing versus your goals. If you’re seeing low conversions or content that isn’t being engaged with as expected, develop a hypothesis and start developing content variations to test against.

There are two fundamental approaches to post-launch testing, action content testing and flow content testing.

  • Call-to-Action Testing: Action testing tests your call-to-action (CTA) and conversion content to provide insights into what user interactions are reinforcing your business objectives. For example, you could test the effectiveness of different CTA button text, button colors and styling or imagery that supports your CTA
  • Optimal User Flow: User flow testing uses analytics to identify pages with high drop-offs or low conversions. Here’s where you might test different messages or offers — for example, 10 percent off versus save $10 — to gauge their relative effectiveness

Setting the Stage for Smart Decision-Making

Testing, like building or buying a home, can be a process that may feel overwhelming at the start. The gains in user experience, however, will make it all worthwhile in the end.

The data and insights you gain will not only demonstrate the value of your investment, but set the stage for smart decision making about content, experiences and user engagement in the future.

Read the original article in CMSWire.

The post Why User & Usability Testing Is a Must-Have appeared first on Genuine.

Lenders: Use The Buyer’s Journey to Deliver Valuable Content

finance buyer's journey

 

Synchrony Financial understands that those big buys in life often don’t happen on a whim. Behind every major purchase are real people weighing up their options and deciding to part with their dollars to fulfill different needs based on their individual situations. For lenders, it’s important to understand this buyer’s journey so you can better guide potential customers down the path to purchase (using your dollars).

Synchrony has done an excellent job outlining this journey in their Fifth Annual Major Purchase Consumer Study. The study looks holistically at the journey customers take when deciding on purchases of $500 or more—looking far beyond the financing portion. It outlines important statistics like the fact that 85% of buyers start their research online, 70% of people visit a store to research, 56% consult with friends, 38% check out online reviews, and 28% return to the store for more research.

All of this happens BEFORE the customer researches financing options. In addition, more people are making online purchases (18%, up from 13% in 2015) versus visiting a store to purchase.

Synchrony Bank buyer's journey

 

Combine the Buyer’s Journey with Context

This is some great information about how these consumers shop. But what should lenders do with this information? Lenders have the opportunity (and imperative) to get on consumers’ radars sooner and provide content that matches up with their particular position in the buyer’s journey and delivers value. This will help to begin building trust between the buyer and the lender’s brand, and buyers reward companies that build trust with them.

To deliver valuable content to these potential customers, you must add real-time knowledge of the buyer’s situation to your knowledge of the buyer’s journey. You must understand the situation and context for why your customers will purchase your products if you want to create content that motivates them to act. Applying for a loan or line of credit is rarely a standalone job—it is one small job that plays a role in a much larger goal, such as buying a home, getting engaged, or repairing unexpected damage to your car. Understanding these specific situations allows you to create relevant content and deliver it to your buyer when and where it will be most useful to her.

What Relevant, In-the-Moment Content Looks Like

A young couple in a new home may not be aware that they can finance that bathroom remodel to get rid of the pastel pink tile. Lenders should consider how to reach these price-conscious shoppers earlier in their journey, rather than waiting until just before the purchase. This could include finding consumers in your target market that have recently purchased a home and are googling for things like “cost of bathroom remodel” or pinning numerous photos of bathroom ideas on Pinterest. These individuals are probably gathering information in the early stages of their journey. You could serve them some display ads about how to afford your new bathroom.

Lending companies could also consider mining social media data to find those buyers that are talking about economic bathroom remodels or finding reasonably-priced contractors. These individuals are probably a bit further along in their journey, evaluating their options. With this information, you could provide content right there on Facebook or Twitter about how to afford your new bathroom or questions to ask when selecting a contractor. Perhaps you’re a local lender that could even make specific contractor recommendations. Of course, you need the right data and technology ecosystem to deliver this highly contextual content.

Whatever the tactic is, the key is to combine what you know about the buyer’s situation with her spot in the buyer’s journey to contextualize the content and provide real value—in the moments that it is most useful to the buyer.

Applying for financing or making a major purchase doesn’t tend to happen in vain. As the Synchrony study shows, this is typically a well-researched and extensively thought-out decision, so when engaging major buyers, it’s important to think about the entire buyer’s journey – not just the purchase. The fact that people like to self-educate through the decision-making process gives you more opportunities to provide them with content that adds value, helping them to learn and build trust.

You may also want to check out my post on how MetLife is adding value throughout the buyer’s journey. In addition, Harte Hanks CMO Frank Grillo has written a great piece on how to capture more buyers earlier in their journey. Please get in touch if you have any questions!

How to win a snap election

At Aesop, we know that embracing conflict is at the heart of all great brand stories. Turns out it can be a pretty canny move in winning an election too. Here we define how some elements of narrative theory might swing it on June 8th.

Employ the element of surprise

An unexpected announcement outside Westminster. Anticipation was brewing. Was she going to share some polaroids from her Welsh walking holiday? Were we at war with that nice Kim Jong Un? I resisted setting up a tab at my nearest bar to wait for the sirens and listened. Nine minutes ahead of schedule: a good bet. She was banking on it being too early for most of the hacks to have dragged their arses there. Everyone loves surprises, don’t they. Don’t they?

Define your enemy

Enemies are everywhere. They’re behind the shed, they’re under the bed and they’re in your head. Looking at the way narrative works, you can see that all enemies can fall into three different categories: external enemies, societal pressures and inner demons. If this was a normal political story, May’s natural external enemy would be the opposition party. Yet Corbyn, who narrowly missed saying “there is only one rule: there are no rules” in his speech today, has in fact been relegated in favour of this motley crew…

  1. External enemies

Well firstly it’s those bloody “saboteurs” – the ones what need crushing. For those of you who missed it, the Daily Mail ran a headline that was almost as good as their ‘Legsit’ one a few weeks back. These “saboteurs” are none other than those pesky politicians (turned out there were only 13 of them) who would dare defy Theresa. External enemies also encompass The Remoaners who are a punk band famous for hits such as I Wanna Be Sedated and Rockaway Beach.

  1. Societal pressures

Well, the potential failure of Breakfast obviously. Too much ink has been spilt on this issue already so I’m using an assumed name throughout. Breakfast is the ultimate societal pressure for May, as failed negotiations or a bad trade deal would mean her undoing. A weetabix so soggy it is destined to drench all future political moves in its wake. Delicious.

  1. Internal demons

Judging from her left eye on that same Daily Mail cover, she’s clearly got a lot of these. However most importantly for our purposes here, the antagonist is Government itself.. “The country is coming together, but Westminster is not,” she declared: the enemy is within. A Conservative win would provide a mandate from the people, meaning that her ruling Government is, in theory, not so ‘Establishment’ after all.

The Conservatives have clearly defined their enemies – the Westminster naysayers who risk causing a failed Breakfast and, as a result, a failed Britain. Not so for the others. The Labour party is allegedly against ‘the Establishment’, and the shadowy ectoplasmic forces that keep them in power. Corbyn refers to these in his speech as the ‘cosy cartel’, which to me sounds like the best Netflix sitcom ever, but I digress. The point is he can’t define them properly. And unless you’re good at portraying yourself as a non-‘Establishment’ figure, like a certain American politician, this is a tricky card to play. The Lib Dems have gone for the anti-Breakfast stance, but due to the fact that after last month’s events we are already well into Brunch, this is probably a case of too little too late.

We can see this pattern playing out the world over: first in America, and soon, perhaps, in France. The winning parties are better at setting out clearly and simply what they are against – and in the end, to the voter, it doesn’t matter what they’re for. May, after all, didn’t even vote for Breakfast. If there’s one moral to take from this, it’s be careful of picking a fight, because you might just end up winning.

 

 

 

 

 

 

 

 

Fold7 becomes Føld7

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In Denmark, there is a word ‘arbejdsglaede’. It doesn’t exist in English, but it translates to meaning ‘work’ and ‘happiness’. So for the next month, we Foldsters are living #TheDanishWay in order to find a little ‘arbejdsglaede’.

Now of course living Danishly means gorging ourselves on Danish pastries and enjoying Carlsberg on tap. But it also means try and address our work-life balance by logging out a little earlier to prioritise time with our family. We’re not even allowed to send emails between 8pm and 8am.

It means getting all hygge [heu-gah]. Feeling all fuzzy and snuggly in meetings. Candles. Blankets. Clients, creatives, planners and account teams in hygge harmony.

It also means nature sounds on Fold7FM, and eating lunch away from our desks. We Foldsters are also making an effort to get back in the saddle and take the more scenic route to work on two wheels.

Our new campaign though is the result of ten months constant care and craft. Filmed exclusively in Copenhagen (where else!), we capatured many of the Danish capital’s famous landmarks. Perhaps the most iconic being the star of the campaign, Mads Mikkelsen. As a native Copenhagener, and the fact that he exudes wisdom and style, he felt like the natural choice.

The films were brough to life by two A-list directors: Martin Krejci and Peter Lydon, and posted at MPC and Unit. We’re really pleased with the feeling of warmth and optimism they generate, which is ironic as they we filmed on cold winter days in December and February!

The whole Danish experience has been a wonderful eye-opener for everyone at the Fold. And we are determined to adopt a more Danish approach to how we live and do business.

We like to think that Foldsters are by nature open, friendly and progressive, so Denmark is kinda in our DNA. So if you’re in the area, swing by Kirby Street and drop in for a cold one. Our office is easy to spot, it’s the one with the giant Danish flag hanging outside. But keep the noise down as we may be having a hygge moment.

Direct Line DOOH campaign uses Geo Maps to engage in Real-time

Created by Saatchi & Saatchi and delivered through OpenLoop, the DOOH billboards will synchronise with targeted radio adverts that will play to drivers as they pass the DOOH sites.

Direct Line today announces the launch of a digital out of home (DOOH) campaign – the first using large scale DOOH roadside formats – in support of its new ‘Onward Travel’ proposition.

Tailored to match the conditions that consumers see the advert in (e.g. raining in Manchester at 9pm or sunny in Bristol at 12noon), the campaign will use a combination of technology including geomapping and content footage feeds to deliver hyper-relevant digital adverts to consumers.

With the strapline “Don’t let a little accident stop you… Direct Line will get you a taxi to wherever you’re going”, the campaign will run for two weeks from Monday 10th April across six DOOH roadside networks covering five cities.

The ‘Onward Travel’ proposition provides customers with a taxi to their destination of choice when their car needs to be recovered following an accident. Direct Line is the first insurer to not only launch Onward Travel cover anywhere in the UK, at no additional cost, but also to cover transport of all passengers and items in the car, not just the driver.


Saatchi & Saatchi is championing the agility of digital and our new delivery platform to generate a truly ground-breaking campaign.

Dan Dawson, Chief Creative Technology Officer at Grand Visual comments:

“This campaign provides contextual relevance with creative that is tailored to the time of day, the weather and the exact location of each billboard, giving a compelling reason to pay attention.”

CLIENT QUOTES

Lucy Brooksbank, Head of MarComms at Direct Line Group, comments:

“At Direct Line Group we are constantly striving to fix and prevent the problems our customers face. Our Onward Travel proposition reinforces to customers that Direct Line can fix things for them in a way no other company does, reducing the stress of an accident. Keeping customers moving, even when their car is off the road, is another way of us showing how we are looking to add more value so being able to visualise this through the DOOH campaign is great.”

Sam Wise, Head Of Planning at Saatchi & Saatchi London said:

“Direct Line does things that no other insurer does, so it is up to us to match them. We have found Out Of Home can be a unique media channel to assert our differences. Out Of Home is a promise to the public, it is the most bold and confident media if it is used disruptively.”

 

The post Direct Line DOOH campaign uses Geo Maps to engage in Real-time appeared first on Grand Visual Creative.

Be a chef not a waiter!

First off, we’d like to confirm that no waiters were hurt in the making of this blog and we really do love waiters, so please don’t spit in our food.

Secondly, our gripe is not with waiters at all, but instead the idea of the ‘yes man’. The idea of saying and doing whatever someone asks, even if it’s not the right thing. The ridiculous notion of insipid compliance without standing up for what you believe in. The absurd belief *mounts high horse* that you don’t have any value to add. We could go on (really we could), however, we’ll dismount here for a second before the fanfare starts.

Our point, is merely that we live in a highly specialised world. A world of verticals and niche markets. A world of consultants and specialists. We’ve moved away from the ‘jack of all trades’ mentality and embraced an ‘inch wide, mile deep’ methodology. In short, people want to hire an expert.

We come across too many clients who have hired an expert and instead of a seasoned chef they get a nodding waiter and they’re understandably frustrated by it. There is an assumption that just like the customer in a restaurant, the client is always right. While brands have their own creativity, vision and input, they’ve also outsourced their advertising to agencies so they can broaden their perspective and have an industry expert nurture them in the market.

HOWEVER, let us also just take this moment to caveat that we do not advocate agencies sticking their finger up to their client and doing whatever they want, regardless of their opinion or input. That won’t get you anywhere my friend. To a certain extent you need to be a waiter, but brands and businesses want a chef. Someone who understands the components of mixing flavours and has the creativity to advise outside conventional routes. Someone who’s not going to be scared to suggest insane things like hot ice cream. (We still don’t know how that works but Heston swears by it). Someone who can mix ingredients to achieve the client’s goals and has the right training, learning, and skills behind them.

There is no value in nodding along just to keep clients happy, and in fact, clients don’t want that. You need to have the courage to challenge, discover and develop ideas alongside clients. Don’t just be the ‘yes man’, no one likes that guy.

 

Our work: MOR photoshoot

When it comes to showing off a new food product, great photography makes stomachs growl – so as part of our website, social media, and PR work for MOR, we needed mouthwatering shots that’d send customers running for the nearest Tesco.

Bangers & Mash Beetroot Retouched_1

MOR’s sausages have wonderful, versatile flavours that are great for cooking, so we wanted to show them in their element. We got chef Tom Cockerill on board to create eight original recipes, two for each sausage flavour, which we prepared, styled, and shot.

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Visually, we took inspiration from chefs like Jamie Oliver and Tom Kerridge, as well as from the lush imagery found in the publications like The Guardian and Waitrose Food. 

Spot our photography on the MOR website and on the brand’s Facebook and Instagram.

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