Monday, 17 October 2011

Time shift viewing is fast becoming a real challenge for brands

A Guardian article recently pointed out that in UK TV time shift is now 10% of viewing.

This is not a new news.

The media communications industry - and our clients - are very aware of this challenge.

What is new is that distribution is accelerating (Tivo, Sky +, etc) and viewers are fast starting to learn new habits - so things are changing very rapidly.

To be honest, based on my observations (albeit sample size of one) 10% seems small.

In my household on Saturday night we record X factor and, as a family, sit down to watch the programme 15 minutes behind real time. That way we can fast forward through all the ads but still get to the end by the time it is broadcast live.

The recent rugby world cup was another example about how my family viewing habits have changed. Again, we start viewing 15 minutes late so we can fast forward through the annoying ad break just before kick-off and the subsequent half time breaks. That way by the second half we are watching the game in real time.

I think we are at a tipping point and acceleration over the next few years will become even more rapid - particularly with the important younger targets (everyone under 35s).

So, what to do?

TV remains one of the most effective communication channels to deliver mass awareness to attract new customers/acquisitions.

It is therefore becoming even more critical that brand organisations consider how to deliver life beyond conventional TV.

This is where digital come in.

Brand organisations need to review the first to stages of the path to advocacy (notice and choose) - and work out how to deliver persuasive brand experiences using TV content that will have a life in social media beyond paid for advertising.

Thursday, 6 October 2011

Great Customer Experience is the Ultimate Brand Experience - Top 100 UK

Here is the ranking:

2. John Lewis
3. Virgin Atlantic
4. Emirates
5. Marks & Spencer
6. M&S Simply Food
=7. Millies Cookies
=7. Greggs
9. Hilton
10. Krispy Kreme

The Marketing Week article then makes an important statement:

"Great customer service is the ultimate brand experience. Consumers on the receiving end of a positive retail experience may spend more than they intend, come back for more and tell their friends."

Absolutely. ..

This is what I go on about all the time.

The success of these brands is clear evidence that building an organisation that is capable of delivering winning brand experiences at every stage of the consumer journey is a winning strategy.

If you are serious about achieving success like these brands than consider the consumer experience at every stage of the Path to Purchase and think how you can WOW them.

Also, check-out the Marketing Week article because it has a number of interesting insights into the actions of some of the top 100 brands.

Here are some examples:
"John Lewis encourages consumers to interact with the brand through well-trained store staff" 
"People find that the Richer Sounds staff are concerned about meeting their needs rather than selling the most expensive item" 
"Virgin’s staff are generally felt to be fantastic....Virgin has become a customer service case study for other brands aiming to humanise their operations" 
"We have found that what people love about Millie’s Cookies is the variety, choice, personalisation and the fact that we don’t come across as a big corporate brand"