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Case Study: Producing an Explainer Video for a highly technical software product

By Andrew

case-study_banner

TL;DR

  1. Skipping vital stages of the process, especially storyboarding,  doesn’t guarantee a quicker process, it might even make things take longer
  2. Constantly challenge your assumptions on how to communicate ideas; consulting subject matter experts to ensure you’re delivering a focused, effective message.

  3. Develop a parallel workflow so that by the time you reach the animation stage, all elements are approved.

The Challenge:

Cigital SecureAssist is an IDE plugin that gives software developers the ability to find and fix security flaws in their code when it matters most; as they’re coding, rather than later on during the testing phase when it’ll cost more. With script in hand Cigital needed a video that perfectly explained how that technology worked and why it was such a game changer. Oh, and they needed it for a trade show they  were attending in a matter of weeks. No pressure.

To add to the challenge, Cigital had already started the process with another studio, but weren’t happy. Not because the animation quality was poor, far from it, rather due to the fact that they weren’t visualizing the script. They were making graphic choices based on how “techy” they looked rather than translating the content of the script. They had also jumped to the animation stage without doing storyboards thinking it would speed up the process. To the contrary, it ended up causing project delays as the client wasn’t satisfied with how the studio was communicating key concepts and each round of revision took days to turn-around since they were spending time animating rather than simply adjusting static storyboards.

 

The Solution:

Once we took over the project and had an in-depth kickoff call with the client, we went back to the drawing board (literally). We began by sketching out some metaphors addressing the main points of the script. Paramount to the setup of the story was showing insecure code being created and subsequently attacked. As usual, we explored verbally before playing with visual representations.

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which then lead to detailed storyboards

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The initial storyboards involved using a developer’s monitor with scrolling code as a backdrop. Then a file folder spitting out tattered looking file icons appears, but as they land, they are attacked by red lasers revealing security holes indicated by shields with exclamation marks.

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The feedback to the boards in general was positive:

“Overall, the visualizations you came up with are outstanding! Again, I am very impressed with the creativity and clarity in communicating ideas and concepts in the visualizations. Very happy to be working with you on this project!”
- Casey C, Cigital

 

But…

 

“The technical co-workers I solicited feedback from were all confused by the folder at the bottom of storyboard #2 ’producing software.’ They said they think of software as something that is produced along a software development ‘assembly line’ from ‘technically fancy components’ whose internals are opaque and confusing…”
- Casey C, Cigital

 

This feedback was vital in helping us change our perspective on how we depict software development and subsequently improving the video. Files magically coming out of a file folder hid the work that goes into crafting code and it’s this hard work that SecureAssist is trying to help with. We initially took a more impersonal approach to the assembly line, using robotic arms as the assembling mechanisms.

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Again the response was positive:

“So…this is really good. Very, very happy with what you have created and the additional modifications you have made based on earlier feedback.”
- Casey C, Cigital 

But…

 

“The way the application gets built is spot-on. The only issue my co-workers had was with the mechanical hands…they felt like it marginalizes software development as something a robot could do.”
- Casey C, Cigital 

 

So we ended up with a more personal approach, using icons for developers as the ones adding blocks of code to the software

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Another key idea they wanted to express was that other industries don’t wait until late in the manufacturing process to tack on security measures, so why do software developers? We originally chose to show examples of other products having security concerns dealt with early on in their production process as a way of contrasting it with the software process.

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But eventually settled with demonstrating the hypothetically disastrous effects of trying to “bolt on” security at the end of various other product cycles.

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One of the unique visualization challenges on this project was in illustrating the software development life cycle (SDLC), and differentiating it from the software development process so that the viewer wasn’t confused about which one was being discussed at the relevant times in the explainer video. So the SDLC was shown as a linear progression; going from coding to release, while the development process was depicted as a cycle; repeatedly going through coding, compiling and debugging stages.

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In an effort to parallel process, we had sent voice-over and music samples for the client to review while working on the initial draft of the storyboards. So once the script was approved, we had the VO talent secured and music track purchased.

 By the time the storyboards were approved, we had all the audio in hand and were ready to start animation.

In the end, we think the animation turned out well, and more importantly the client was pleased.

“This is awesome! Absolutely love the video. The animation is outstanding, the music is good, and Paul’s voice over is great!

- Casey C, Cigital

Ready to start your next explainer video project?

Give us a call for a free consultation: (912) 238-1991.

Wanna see some other examples of how we help brands say a mouthful in a moment? Of course you do.

Filed under: Explainer Video

 

Save time and money on your next Explainer Video

By Andrew

Let’s say you don’t need any more convincing that you should get an explainer video produced. They are informative, convey ideas quickly and effectively, and are down-right awesome as all get out.But maybe you’re a bit apprehensive about the process and the time (and money) it‘ll take to get a final product. Having done quite a few of these, we’ve discovered a few things that you can do as the client to help keep both the production time and costs down.

These are our top 3:

  1. Over plan

  2. Over share

  3. Overlap

 

 

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1. Over plan

Sometimes the most obvious things get overlooked, so a kick-off meeting or phone call to generate a clear timeline with assigned roles and milestones is the first, and probably easiest, thing you can do to make sure nothing slips through the cracks. The plan should include deadlines for the delivery of each stage of the explainer video production process making sure to include time limits for your feedback as well. That last part is important because even though you don’t think that you’ll need to be reminded to give timely feedback, you’d be surprised. You’re busy, your team’s busy, your bosses are busy, so if you allocate that review time weeks in advance, you’re more likely to get it done without needing to extend the timeline.

 

 

 

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2. Over share

The success of your video (whether you and your customers like it) depends on how well we know you/ your brand, your customers, your product / idea so don’t be afraid to over share. A few things we find helpful are:

  • Words – Use ‘em. Even if you don’t have a finalized script, an outline of your idea / product gives us a good sense of direction on how you’d like to talk about your brand / product. Feel free to be as verbose and awkward as you’d like, even if the visual descriptions you’re thinking of seem a bit silly to you, the more we understand what’s in your head, the better our translation will be.

  • Current brand collateral – These could be things like brochures, Powerpoint presentations, T-shirts and koozies. Anything that you’ve already used to represent you is helpful since it tells us about your aesthetic and tone of voice.

  • References – We’re all watching more videos online so I’m sure you’ve come across 1 or 2 that strike your fancy. Even if they’re not exactly in line with your particular needs, having a sense of character illustration style, voice over (VO) tone, use of typography etc will help narrow down the options presented during the styleframe or storyboard phase and minimize the amount of back and forth you’ll need during revisions.

 

 

 

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3. Overlap

Each phase of the explainer video production process doesn’t necessarily have to happen linearly. It could be more efficient to tackle certain stages at the same time. After a good kick-off meeting where everyone’s on the same page about the tone of the video, the VO talent and music selection process can happen while the script is being fleshed out. Then, once the script is finalized, the VO recording can take place without much delay since you’ve at least started narrowing down talent options. Similarly, once the script is finalized, both the storyboarding and VO recording can happen simultaneously, making the transition to the animation stage seamless. *NOTE: Make sure in an effort to cut down the time that your production company doesn’t skip any of the important steps, especially the storyboarding phase. Any professional worth their salt will insist on finalizing the sequence of events before starting animation.

 

 

Choosing to hire a professional to produce an animated explainer video instead of doing in yourself is a commitment, but by over planning, over sharing and overlapping you’ll get to the end of the process on deadline, within budget and with exactly what you wanted..

Feel free to check out some of our Explainer video work

Filed under: Explainer Video

 

Street Level Kerning

By Andrew

street level kerning

I know we designers get picked on sometimes for being sticklers for kerning, but… come on!

 

 

A Call-to-Action Cautionary Tale

By Andrew

Every year for the past couple of years I’ve given a presentation on how online store owners can improve their conversions by paying attention to the design of their site. There’s a section of that session where I talk at length about call-to-action (CTA) buttons, showing examples of how some sites still get it wrong. But you’d think that with the web being 25 years old, and the call-to-action button being the most important button on any site that I’d have a harder and harder time finding these examples.

Well you’d be wrong.

The below screenshot shows what awaited me after trying to book a flight a few weeks ago. What was so confusing about this was the combination of radio button, and verbiage on the CTA button closest to my line of sight.

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The “purchase ticket now” selection would have made sense if the button immediately below explained that I was about to do just that. But instead it said I was going to start a new search. After a few seconds, however, I noticed the relevant button over to the right and further up the page.

 cta-fail_02

Needless to say that’s a few seconds of unnecessary friction. Most sites can’t afford it and it seems that they couldn’t either as they’ve now moved the “continue” button down to where you’d expect it be. Nothing else has changed as far as the page design is concerned, but I’d bet this simple adjustment has improved their conversions (and probably customer service calls) a significant amount.

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A Note on Data Mining

By Phil

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As we go about our daily searches, site perusing, email (Gmail, Yahoo Mail, etc) and YouTube Russian dash cam videos we are refining who we are to all those that watch. But who is watching and what are they doing? “They” being Google, Bing, Yahoo, Facebook, pretty much any search engine you use and most sites that you visit.

Tracked/mined data is used to give users better search results, targeted ads, restaurant recommendations, map locations, directions and more. It is extremely useful and we trade our privacy for these convenient free tools.

If we don’t want to be tracked or data mined, we don’t have to use these services. Pay for an email address (Rackspace Email), calendar, or use a search engine that doesn’t keep tabs on you (DuckDuckGo). There are always options.

So no problem, right? Well there is something new that is happening with Internet Service Providers (ISPs). Google’s threat of bringing gigabit fiber to cities is forcing a change that is of some concern. Google fiber users will continue to have their Google services (Gmail, Docs, Calendars, etc) mined, however the rest of their traffic will now be open to data mining also. This data won’t be attached to specific users but will instead be demographics mining. So far, this isn’t a huge deal but it is a shift.

As a result of this competition one ISP now offers competitive internet speeds at reduced cost by having users opt-in to marketing plans. The opt-in allows the ISP to data mine ALL traffic from the user that is not secured end-to-end (SSL Encryption – https). Let me say that again. ALL your traffic, not secured, will be data mined. ALL. Amazon searches, emails, even incognito windows, any unsecured packet sent through your ISP is now fair game to learn and market to the user directly or via one of their third party advertisers.

Before you sign on the dotted line to get that reduced cost internet access or that sweet free tablet, read the fine print and research any parts you don’t understand. You might be getting more than you bargained for.

 

Explaining Sensitive Subjects with your Animation

By Andrew

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As we’re all aware, the emotional impact that a simple visual can unleash shouldn’t be taken lightly. Just compare the reaction you instinctively have to reading the words “child slavery” versus seeing a picture of an emaciated child wearing tattered clothes chained to a wall wearing a price tag around her neck. This power to elicit a passionate response, and hopefully a desired action, is why animated explainer videos are such a useful tool for non-profits and other causes. But heeding Uncle Ben Parker’s admonition about power, we found ourselves wrestling with two main concerns when tackling explainer videos for sensitive subjects:

1. Will this trivialize the topic?

Of course you want to be respectful of the gravity of the subject, but some, in the west particularly, view graphic representation as merely cartoons and therefore a child’s medium, not worthy of more serious subject matter. We recently experienced that reaction to an explainer video we created about Post 9/11 Veterans for the George W. Bush Institute.

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The 2nd commenter obviously resonated with the message but seemed a bit skeptical about the medium.

2. Will this offend anyone?

Sensitive issues, by their very nature, make people uncomfortable and are hard to talk about, let alone illustrate. So choosing to take on that task means you’re walking into a minefield of potentially misinterpreted symbolism and unintentionally offensive metaphors.

So how do you navigate this tricky terrain without tripping any land mines? Well for us, we’ve found it useful to take a cue from the Master of Suspense.

 

 

Ask “What would Hitchcock do?”

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Since we know how potent pictures can be, there’s a temptation to want to be overly descriptive with our depictions, when sometimes implications could be more effective. The master storyteller was well-known for his restraint in what he chose to show on the screen. Yet no-one would deny that the reactions to his shower scene or shadowy murders were any less visceral than if we saw every stab wound. Some might argue that they were even more powerful because of what we didn’t see. Having the viewer fill in the insinuated gaps can lead to a more effective emotional experience.

This idea of leaving something to the viewers’ imagination came into play when we were tasked with the challenge of depicting the practice of child prostitution. Considering the revulsion that it evokes, we had to approach it in a way that the audience’s disdain was focused on the reality that this is happening daily, not on how we chose to illustrate it. Being explicit, of course was not an option, but going too subtle could run the risk of having no emotional impact at all. So the challenge was finding that middle ground where the implication of a grotesque action is obvious without being grotesque itself.

child prostitution early sketches

Early sketches for the child prostitution scene ranged in overtness.

We explored various ways of symbolizing sexual commerce and our choice in this case was suggestive ladies’ legs seductively dangling behind window shades. We felt that the juxtaposition of those icons of sexuality with our innocent child character created the right amount of tension without being too overt. Then, to further hint at the menace facing the child, we had a hand slowly lowering the shade of her window.

Our 1st stab at the storyboard

Our 1st stab at the storyboard for this scene tried to add an e-commerce aspect

Final scene used in the explainer video

We then settled on a more simple scene with the price tag hanging around our characters neck connoting the commerce aspect.

 

 

Soldiers returning from war is another potentially tricky subject we had to tackle recently. For the Post 9/11 Veterans video mentioned earlier we had to show the alienation some soldiers feel as they return to a public that doesn’t understand them. Our 1st stab at this involved the use of icons representing different spheres of civilian life (e.g. church, school, work etc.) and showed dots, representing people in those contexts, literally moving away from the soldier icon whenever it approached.

Post 9/11 Veterans storyboard 1

Post 9/11 Veterans storyboard 2

Post 9/11 Veterans storyboard 3

This approach at the sequence literally showed the isolation of the returning veteran.

This overt approach evolved into a more subtle scenario of a parade for a lone soldier. The adoring, waving hands and confetti eventually fade away leaving the soldier alone as his head slowly lowers, he gets smaller and the background closes in on him.

Post 9/11 Veterans storyboard 4

Post 9/11 Veterans storyboard 5

Post 9/11 Veterans storyboard 6

The revised storyboards chose a more subtle depiction while also humanizing the returning soldier

In earlier drafts of storyboards for this same animation, we depicted the idea of the physical injuries of war as bullets tearing across the screen as if they were tearing flesh. Later this was revised to a less gruesome but more heroic depiction of soldiers carrying a wounded brother off the battlefield.

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Before

Post 9/11 Veterans - battlefield scene

After

Restraint also came in handy on an explainer video we did for UNICEF, where child sexual abuse was again the topic. In early sketches we explored several different ways to illustrate a particularly unsettling scene; the most extreme of which involved showing the back of a man motioning as if he was unzipping his pants in front of a cowering girl. In the end we again borrowed from Hitchcock, deploying shadows as a device to suggest malice and used a creepy, menacing figure revealed as a shadow through a crack in the door.

Sketches for the child sexual abuse scene

Sketches for the child sexual abuse scene

Final frame for the child sexual abuse scene

Final frame for the child sexual abuse scene

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It’s called graphic for a reason, right?

We know that the point of using motion graphics as an explanatory tool is to be as communicative as possible and in most cases that means being as symbolic as possible to get the message across quickly. However, as we learned in dealing with explaining some thorny issues, using motion graphics to insinuate rather than overtly depict can be just as efficient. It’s a tough job animating sensitive subjects but when it counts sometimes less is really more.

The full explainer videos I used in this post are below:

Worldvision: No Child for Sale

 

UNICEF: Adolescent Health

 

The Bush Institue: Post 9/11 Veterans

 

Filed under: Explainer Video

 

Our adventures at Southern Fried SXSW 2014

By Andrew

Photo by Fresh Behavior Media. Freshbehaviormedia.com

Opening an office in Austin has some obvious great perks, not the least of which is proximity to all the fun happening at SXSW. This year we were pleased to be involved with the state of Georgia’s plans to attract attention to all the cool things happening in our fair state. Dubbed Southern Fried SXSW, the shennanigans started at the Majestic and culminated in a great street parade complete with Georgia lanterns and 14 foot puppets. A fun time was had by all, (as you’ll soon see in the pics below) and no doubt there was a lot of great attention garnered for the region. Can’t wait to see what they get up for 2015.

 

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Notice the classic SXSW seated pose to the right.

 

Photo by David Seeney of Fresh Behavior Media

Photo by David Seeney of Fresh Behavior Media. Freshbehaviormedia.com

 

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Photo by The Nebo Agency

 

1st there was a bit of dancing…

Photo by David Seeney of Fresh Behavior Media. Freshbehaviormedia.com

 

Then when the lanterns came out, the party really started.

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Photo by The Nebo Agency

 

So of course we couldn’t be left out

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To the streets!

 

Photo by the Nebo Agency

Photo by the Nebo Agency

 

We even got Wolfman Violinist in the mix.

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Selfies!!

Photo by Brian Rudolph

Photo by Brian Rudolph

 

 

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Photo by Brian Rudolph

Photo by Brian Rudolph

 

Photo by the Nebo Agency

Photo by the Nebo Agency

 

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Photo by The Nebo Agency

Photo by The Nebo Agency

 

Filed under: Community

 

Traditions

By Alison

seals

They matter.

We have one around here we call the Holiday Mailer. It’s our annual flexing of the collective brain for our brand. And while everything we do is really an exercise in branding, this end of the year project  is one we look forward to. It’s a combination of highly enjoyable and maddeningly stressful, but the results are always worth it, we think.

It all begins, usually some time in October when  Halloween still seems a way off, never mind the cluster of holidays in December. This year, it all started with a box. Several boxes, actually. Susan built one. So did Drew. And I’d totally show you one except you’d be deafened by the howls of these creatives wailing in agony that I posted something quite so… Rough.

Anyway – we all tested them thoughtfully and though we had been sure it was where we would begin, we ended up launching in another direction and in the end we decided to combine some rather old technology with something much, much newer.

A book, with a hidden tale behind the familiar Holiday story which would be revealed in a series of animated shorts.  And in order to watch those, you’d have to whip out your phone and scan the QR code on each of the spreads in the book.

Speaking of… Ta-dah! Books.

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(And speaking of process, three sets of parents were polled on exactly what the BEST shape for the book might be. Baby head circumference and parental arm length turned out to be the critical axes in the geometry calculations. I think that would make a valuable infographic, you know.)

And there were a bunch of other steps and decisions and discussions in between. Of course.

Like – we  needed a hero for our hidden tale, a sort of a regular guy, but with some additional qualities…Like his own Twitter Account.

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And we needed a villain, but not too much of a bad guy. Here are a few iterations for the coveted cameo.

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See what we did there? Who could risk an homage to that internet super-celeb? Not us. Oh-my-goodness-no. (And she was thrilled!)

And because we can’t resist an Easter Egg, or three we hid some familiar (well, familiar to us artifacts in a couple of the spreads.) Which is a nice segue into, well, some of the spreads.

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On the bedroom wall is our 2010 Holiday Mailer, the  Jingle Bells Letterpress Poster .

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Parents everywhere agree, you can try but you can’t keep the kid’s toys from taking over. On the side table is a View-Master, aka the 2011 Holiday Movie View-O-Rama.

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Is that a set of Matryoshka dolls there on the mantle? No! Close. It’s just us reaching back in time to the 2008 Holiday Mailer.

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Final spread just for fun.

And if you’d like to watch the tale within the tale – here you go!

Of course, just getting the animations completed and a website built and a book published were not the full list of steps from concept to completion. Oh no.

The final step of the Holiday Mailer Decathalon is… The assembly and mailing!

Always a mad dash to the finish. We started out with an accompaniment of Christmas Carols, but around the half-way mark we needed Bob crooning “Everything’s gonna be all right” to help us hold it together.

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And we made kids everywhere proud with our level of commitment to the packaging process, neatness be damned.

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Stop in the name of love? Sorry – there’s no time.

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So. Many. Glue. Dots. Did I really cut those out individually when a strip of three would have been more humane? I did. It’s a long story. Not quite as long as the amount of time it took to peel off all those little squares of paper though. It was a mistake. I apologized. A lot.

*Phew*

And one final Easter Egg for you for making it the whole way through this long blog post – and it comes with a warning – Brace! Your! Ears! And test your reflexes!

2005 Snowman Game

Someone at the office has the high score – but it sure as heck isn’t me.

 

Filed under: Branding, Design, How we work

 

Nelson Rolihlahla Mandela (18 July 1918 – 5 December 2013)

By Alison

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I woke early on the morning of April 27, 1994. I’d been up late with friends, celebrating the life of photojournalist Ken Oosterbroek who had been shot just 9 days before in Thokoza. I was tired, and hung over, but I meant to vote in South Africa’s first democratic election, and I figured I should probably get there early.

I knew the polling station was near to the garden cottage I rented, a church. I wasn’t sure of the exact location, but I didn’t bother with my contact lenses, just grabbed my green ID book, and walked down the street until I found the back of the line.

I was sure I’d be done in a few hours and I’d get back to bed  It was around 5am. But there we stood. Shuffling slowly forward. In front of me, a black woman, a live-in maid, dressed in the uniform so many wore, a neatly pressed pastel-colored house dress, with matching head scarf and a white apron over the top.

We stood for a long time. A very long time. Turned out we were miles from the church, or kilometres, we did things metric, you know. She kept my place when I went home midmorning to get sunglasses and contacts. I kept hers when she home to serve lunch.

By late afternoon, we were finally snaking around the building. And we could see people coming out, many having voted for the first time in their lives, singing, dancing.

Eleven hours in a line to vote. Many waited longer, had to come back the next day, the day after that. Close to 90% of the population showed up to cast their ballot over those three days in April.

I was at an event last night, and as the lone South African in the room, I had a lot of conversations about Mandela. Mostly I told people how it felt that he had pulled off an absolute miracle at the time. For all of us. That it still does. A largely peaceful transition of power from oppressor to oppressed. Amazing.

“It always seems impossible until it’s done.” 

Indeed. Words to live by. This extraordinary man will be deeply missed I do not think the world shall see his like for many, many years.

Hamba kakuhle, Madiba. Go well.

 

 

 

Filed under: Inspiration

 

Strategy Matters

By Alison

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On the weekends, I sail with a friend. A mechanical engineer. An inventor, a maker, a strategic thinker. We set out from various concrete boat launches, all of which are designed for fisherman, for pleasure boaters in their craft large and small with motors and the ability to slow down, back up, turn on a dime independent of the elements.

Not the case for us. It’s always tricky getting the catamaran out and it’s a lot tricky coming back in. Because cats are designed to beach, to just ride up hard on the shore That’s not an option for us. So we need strategy.

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He sees the wind and weighs it against the flow of the tide. Calculating just when to turn, is late this time, maybe early? We have to miss the bridge that the mast would surely lodge under, but also avoid the fisherman who just jumped ahead of us not realizing that we are on final approach.

It’s a big picture view, and it all has to be considered, even though what we’re aiming for is an area just a few feet wide. And the strategy is never the same of course. How could it be? The context and conditions change every time. He figures it out, barks out the steps, and we execute. It’s a lot like what we do for our clients at Paragon, but without the barking.

Good strategy matters, but it isn’t easy, and it’s a fairly new idea, at least in the advertising arena. In October  McKinsey & Company, a global management consulting firm,  released a study on the communication strategies used by B2B companies, which found, to a great extent, that these companies weren’t talking about things their customers cared about. At all. Bad strategy.

Look at the discrepancies between what these 90 global B2B brands considered important compared with their customers when it came to assessing of brand strength. Something enormously important.

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Themes such as social responsibility, sustainability, and global reach, which many B2B companies cast in a leading role for brand imaging, appeared to have a minimal influence on buyers’ perceptions of brand strength. The inverse was true, as well: two of the most important themes for customer perceptions of brand strength—effective supply chain management and specialist market knowledge—were among those least mentioned by B2B suppliers. Honest and open dialogue, which customers considered most important, was one of the three themes not emphasized at all by the 90 companies in our sample.”

How B2B companies talk past their companies, McKinsey Quarterly

Here’s another case of strategy gone wrong. Companies, like Pepsi and Target have in recent years asked their customers to help them choose where they should send their charitable donations. Seems like a great idea, no? Giving your customers a real stake. Allowing them to really engage. Not so, according to a recent Cone Communications Echo Research study.

Risk-Legacy-board

In fact, the study found:

1) Choice reduced impact.

Only 39% of consumers supported companies that offer cause marketing with choice of cause compared to 61% of consumers who supported companies that make a long-term commitment to a focused issue over time.

2) Choice caused paralysis

Having too many options actually lead to people to stall and avoiding making a choice at all. They disengaged completely.

3) Choice lead to more regret

Anxiety and second-guessing were frequently the result, completely ruining people’s experience of these charitable campaigns.

4) Choice lowered perceived value

High company-cause fit became more difficult to achieve the more cause choices that were offered, which in turn resulted in consumers seeing less value, and being less likely to contribute.

–oOo–

Effective strategy, focusing in on the audience and what they’re really looking for, what they care about, how to truly engage with them, and determining where best to meet them to talk about this is critical to avoid these kinds of disconnect. It requires constantly reframing the question, the strategy, and always, always from the customer’s perspective.

We have a little glassing to do on one of the hulls where our strategy failed us one time and we careened hard into the dock. I may or may not have been at the helm at the time. We’ve (I’ve) not made that mistake again.

Strategy. Something we’re always working to do better at. At Paragon also.

 

 

Filed under: Marketing