042 - Wendi Cooper: How Marketing is Failing the Modern Mature Consumer

Harleys and Jets vs. Bingo and Go Fish

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Show notes:

  • The 85+ age group is the fastest growing. There are more people 65+ than under age five. This is a huge missed opportunity for brands not talking to the 50+ cohort.

  • 60 million U.S. adults are between age 50-70: lots of spending power

  • Peter Pan syndrome in advertising world

  • Wendi has been in DRTV since 1997 - and it's a lot of selling to women

  • 07:23 We are not data driven only because of the digital age, DR has been data driven since long before there was digital

  • 07:30 It has always been women purchasing on TV and in retail so why aren’t we honing in and speaking to them more?

  • Marketers are not reaching mature consumers effectively mainly because ad agencies skew so young

  • 9:30 Too many marketers assume people watching CNN are on their way to assisted living

  • 9:50 Programmatic - ad fraud - billions wasted per year

  • 9:55 Voice is the future - voice is natural for all age

  • 10:25 What should marketers do to reach the 50-70 group with voice?

  • 10:55 "I've fallen and I can't get up" - famous ad was original voice technology - necklace to send help

  • 11:53 As people become elders they need voice to contact loved ones and order prescriptions

  • 12:10 Bezos - Amazon pharmacy play - smart

  • 12:20 Voice for assisted living - ideas where older people will understand and use the technology

  • 12:50 Voice is even more intuitive than an iPad, but who is the teacher? This matters.

  • 13:15 50-70 year old market who are thriving - Flash Briefings for this group would be great (Wendi will create one)

  • 13:55 How do you market your Flash Briefing? The challenge here is widespread for all ages.

  • 14:50 As soon as you are able to create content you can drive people to a destination (e.g. Wendi put the first URL instead of an 800 number in a commercial)

  • 15:15 A TV commercial to drive awareness of the 60+ Alexa skill would work - Wendi feels this is necessary to bring mass awareness to voice

  • 16:00 Super Bowl ads about Alexa

  • 16:10 "Go get the Alexa skill" is the new download the app or visit the website

Ad agency ageism stats via Ad Age:

  • In 2017, the majority, or 63 percent, of workers in advertising, public relations and related services were under 45 years of age, according to the Bureau of Labor Statistics.

  • The median age in the category was 39.2—roughly the same as a decade earlier. (By comparison, the median age in accounting, including tax prep, bookkeeping and payroll services, was 45.)

  • Broadly speaking, age bias accounts for nearly a quarter of overall complaints against employers.

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Here are some great Alexa skills for seniors from Heidi Culbertson's company Ask Marvee:

https://askmarvee.com/alexa-skills-public/

Get in touch with Wendi Cooper:

wendicooper.com - Speaking of Age

https://www.facebook.com/cspottalk

LinkedIn - Wendi Cooper: https://www.linkedin.com/in/wendicoopercspottalk/

YouTube: Wendi Cooper: https://www.youtube.com/user/cspotrundirect

041 - Don't Podfade - Phoebe Mroczek: How You Do One Thing is How You Do Everything

Guest Phoebe Mroczek of Unbecoming Podcast and New To Podcast

Topics: Podcasting, the business of podcasting, entrepreneurs, consulting, brain picking (ugh), commitment, intimacy through audio content

Phoebe Mroczek hosts Unbecoming Podcast and New To Podcast (a show about moving to Austin)

Phoebe Mroczek hosts Unbecoming Podcast and New To Podcast (a show about moving to Austin)

Phoebe Mroczek:

Instagram

Phoebe Mroczek is a podcaster and marketing strategist who helps online entrepreneurs create a profitable business that is an honest reflection of who they are and what they want most.

ABOUT Phoebe:

She is the host of Unbecoming, a podcast and nationally-syndicated radio show that helps entrepreneurs release the judgments and beliefs holding them back from living a more meaningful life. Her show reaches 350,000+ listeners per month from 40+ countries, 16 AM/FM stations in 20 cities nationwide and across 20 Internet platforms.

She built and ran a six-figure online marketing business for several years before realizing that her real passion was in helping entrepreneurs amplify their message and have a greater impact by being more of themselves.

Phoebe believes that while what we do in the world is important, we’re meant to do so much more in life than just work. As an curious explorer and recovering perfectionist, she’s traveled to 65 countries on 6 continents, been cage diving with great white sharks, camped in the Serengeti and motorbiked across 15 countries in Europe.

Phoebe in the news:

Woman to Watch: Phoebe Mroczek

Timestamps coming soon

040 - Pricing Strategy: How Not to Discount - Network Spinal Analysis Story

Pricing strategy is a key consideration when selling a product or service. Hear a true story about a bizarre pricing model I encountered and what marketers can learn from it.

Topics:

0:50 Network Spinal Analysis (NSA) - recommended by Tony Robbins: "NSA was created by Dr. Donny Epstein in the 1980s. It's deceptively simple yet profoundly effective. NSA practitioners lightly touch certain parts of your spine to release tension. By releasing that tension, energy is freed up, which the body uses to increase flexibility in your spine and, by extension, your nervous system." Read more: Tony Robbins Says This Little-Known Therapy is One of the Most Powerful Sources of Transformation He Has Ever Experienced

"At its core, NSA is an elegant hack to help you reorganize your body and mind, making you more physically and mentally flexible and resilient. It's like a software upgrade for humans."

Sounds great, right? It didn't really work for me.

Network Spinal Analysis is a lesser known method of  chiropractic  care that  focuses  on connecting with the nervous system in order to free tension around the spine (the “brainal” cord) that is causing misalignment.

Network Spinal Analysis is a lesser known method of chiropractic care that focuses on connecting with the nervous system in order to free tension around the spine (the “brainal” cord) that is causing misalignment.

1:30 Pricing model as presented to customer: 25% discount for paying month-to-month (instead of by the session), or 30% discount for paying for all six months at once

2:10 Pricing policy is a retroactive price hike if you discontinue before hitting six months

2:35 An agreement requires consideration (both parties signing a contract). It later turned out an office assistant mistakenly forgot to present me with the contract. This indicates disorganization, a separate issue.

4:52 "Be impeccable with your word" - one of The Four Agreements

5:00 Make customers feel they can trust you

5:10 Don’t forget to reduce customer anxiety at ALL points in the customer journey, not only pre-purchase but also post purchase. Retention marketing is equally important. Remember, it costs on average 10 times as much to acquire a new customer as it does to keep a current one.

5:22 Packaging (one of the 4 Ps) - package nicely to instill post-purchase satisfaction (great brands like Apple have always understood the power of packaging). In a service oriented business, everything about the service experience is essentially packaging, from your office environment to your communication style to your emails and online scheduling tool.

5:55 Marketing doesn't end after the cash register closes

6:10 Satisfaction guarantees and pricing model must be consistent

6:40 Keep your business reputation healthy - this is a priority because local businesses live and die by reviews. Nickel and diming or displeasing customers to scrape extra money out of a transaction is just not worth it nowadays when anyone can post an online review. Plus, having to do this is a sign that your product or service is lacking. Fix that instead of toying with a tricky pricing strategy.

Click the image to  1-click subscribe  in your native podcast

Click the image to 1-click subscribe in your native podcast

The Outcome

We parted ways amicably and I got a full refund, after 2-3 weeks of back-and-forth. This was an unnecessary waste of time. I have no ill will toward the doctor here. However I wouldn't recommend her practice with the current pricing model. Apparently many chiropractors use this six month pay-ahead discount. Please stop. Just do a good job and people will come back. You don’t have to trick them or manipulate them with complex pricing.

I made a podcast out of this not to complain or be negative, but to draw a lesson and point out the business takeaway - because that is more interesting and overall productive and positive. NSA is quite effective for some people and I wish them well.

A retroactive price hike or “pro-ration” of past sessions is a horrible model that takes advantage of customers and makes you seem like a no-money-down/payday loan quack.

039 - Katherine Prescott: Alexa Privacy, Echo Show 5

Katherine Prescott is the Founder and Editor of VoiceBrew, a digital media company dedicated to helping people get the most out of Alexa. We discussed privacy on Amazon Alexa as well as the future of #voicefirst advertising. Which tech company's business model has true alignment with the end user, examining Amazon, Apple, Google, and Facebook.

Katherine Prescott is the Founder & Editor of  VoiceBrew , a top resource for Alexa tips and best uses

Katherine Prescott is the Founder & Editor of VoiceBrew, a top resource for Alexa tips and best uses

Topics and timestamps:

  • Privacy - Amazon Alexa - is she recording?

  • Amazon Echo Show 5 announcement - new features, especially for greater privacy and user data control

  • When is Alexa recording vs listening?

  • How do I control my privacy settings on Alexa?

  • 3.10 This privacy dialogue is healthy - it improves voice assistants for consumers

  • Echo Show 5 has a new camera shutter and the ability to say “Alexa, delete everything I said today”

  • 4.20 Alexa app is not the focus

  • 5.00 Discoverability is the ultimate challenge

  • 5.05 It’s called the 5 but this refers to the 5.5 inch screen - is same as third gen echo

  • 5.10 Why the Echo Show 5 is such a big deal - compelling land grab for affordable smart display space

  • 6.10 Like the shift from radio to TV, third party Alexa skills will improve dramatically because of multi-modal

  • 10.04 Will smart display pave the way for advertising? Banner even? Less intrusive than voice? Alexa diplsay ads?

  • 10.50 Emily: sponsorship and brand preference will be paid for - that will be the advertising, unlike previous digital like banner ads or PPC

  • 11.30 Katherine: Tech giants are shifting toward privacy as a feature

  • 13.15 Business model and alignment - Amazon, Apple, Google, Facebook. Great point from Katherine.

  • 14.02 Google's pitch: we provide free services and collect your data.

  • 14.27 Think of privacy in broader context - we are in the early innings of voice 

See this post on  Instagram and follow @beetlemoment  for #voicefirst news

See this post on Instagram and follow @beetlemoment for #voicefirst news

Sources:

  1. Echo Show 5: https://www.techradar.com/news/amazon-echo-show-5-everything-you-need-to-know

  2. "Buried in this morning’s Echo Show 5 announcement are a couple of new security features worth highlighting. In addition to the inclusion of a built-in camera shutter on the new smart display are a pair of Echo  commands that let users delete voice recordings with an Alexa command." -https://techcrunch.com/2019/05/29/amazon-adds-alexa-delete-what-i-said-today-command/



Enjoy this episode about #voicefirst marketing and technology? Please leave us a review! 1)  Click “Listen in Apple Podcasts”,  2) Click “Open in iTunes:, 3) Click “Ratings and reviews”. Thanks!

Enjoy this episode about #voicefirst marketing and technology? Please leave us a review! 1) Click “Listen in Apple Podcasts”, 2) Click “Open in iTunes:, 3) Click “Ratings and reviews”. Thanks!

Get in touch with Katherine Prescott:

Twitter: @kbprescott

Instagram: @voicebrew

Voicebrew.com

038 - Audio Brand Identity - Brent Barcus, i65 Music

  • Brent worked on a spot for Nashville Predators NHL team’s sonic branding for ticket packages for the upcoming season

  • Sports brand sound for teams - edgier sound, guitar for hockey - what goes into creating the theme for a spot

  • Considering in-game entertainment in suites with Alexa devices

  • Get Urgently Alexa roadside skill for a flat tire - frictionless

  • Voice skills for musicians to offer fans special experiences

  • ISP (in skill purchasing) for the entertainment vertical

  • What can artists and labels do in the voice space to promote their music?

Brent Barcus, i65 Music

Brent Barcus, i65 Music

Connect with Brent Barcus:

—> 1-click listen to this podcast in your native player


Enjoy this show?

Please leave a review and let us know how we’re doing!

Click here: Review on Apple Podcasts

(How to rate and review: On desktop, open this link, then click “Listen on Apple Podcasts”, launch in iTunes, then click “Ratings and Reviews” under the title. Add stars and/or text. Thank you!)

037 - Sonic Branding - Phoebe Ohayon from Voice Branding Agency (Netherlands)

Emily Binder interviews Phoebe Ohayon, an Audio Branding Strategist and Audio Designer in Amsterdam with a background in audio engineering and branding. Phoebe helps brands prepare for a sound and voice-activated future. With her voice-first audio branding approach, she helps brands and companies who are creating voice experiences and want to use the power of audio (voice, music, and sound) to design the best customer experiences.

Topics:

  • 1:53 Audio design and strategy for voice technology / voice assistants

  • 3:00 How to start with sonic branding - research is first: brand orientation session

  • 4:20 From auditory perspective, perception matters for brands who will communicate with voice more as time passes

  • 4:55 Where do you start with creating brand voice?

  • 8:30 Emotional impact and perception of brand

  • 8:50 Even programming the sound of “Hello” is complicated

  • 9:50 Customer-first design

  • 9:55 Design bias (Apple Health app initially lacked menstrual tracker)

  • 10:20 Inclusive design - VUI has an opportunity

  • 10:34 Confirmation sounds vary by nationality and auditory history

  • 10:55 MasterCard’s new audio logo is internationally sensitive

  • 12:10 Auping bedtime skill on Google Actions

  • 13:25 Create a coherent strategy for all touch points to create brand preference and trust

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Upcoming Event:

Join us at VOICE Summit 2019! Phoebe Ohayon, Audrey Arbeeny, and Emily Binder speak July 25, 2019 on the Sonic Branding panel. See more: Emily Binder - Speaking.

Mentioned:

More about Auping Bedtime Skill (Google Action - Dutch version):

On October 24, Google launches the Dutch version of voice assistant Google Home. For this smart speaker, which can instruct the user and ask questions, Dutch bed manufacturer Auping developed a so-called 'Google Action'. Auping has developed this Google Action together with voice specialists from Mindshare and Greenhouse Group Conversational .

The soundscape

The story is being narrated by Birgit Schuurman, a famous Dutch actress and singer, who also narrated the Auping commercial. Not only did this create a great connection to the commercial, but she also turned out to be a great fit for this story. A warm and pleasant voice, perfect for narrating a children's story.

-https://www.themarketingtechnologist.co/auping-bedtime-story/

Connect with Phoebe Ohayon:

Please review!

Enjoy this show? Please leave a review and let us know how we’re doing!

Click here: Review on Apple Podcasts

(How to rate and review: On desktop, open this link, then click “Listen on Apple Podcasts”, launch in iTunes, then click “Ratings and Reviews” under the title. Add stars and/or text. Thank you!)

036 - Monopolies: AT&T Yesterday, Facebook and Google Today - Robert Binder

Robert Binder is a Senior Engineer member of the technical staff at the Software Engineering Institute of Carnegie Mellon University. He has 43 years of experiencing working in technology on everything from mainframe computers to embedded cyber physical systems, including work in institutions in financial markets in Chicago including the CBOE (Chicago Board Options Exchange).

We talked about how the drivers of economics and business are sending Facebook in the same direction AT&T was sent. Topics include:

  • Classical Economics

  • The Network Effect

  • The Monopolist's Demand Curve

When it came to AT&T's breakup in the 1980s, it was not just the new technology that mattered, it was the business opportunities created at that moment. Capital investment and risk taking and entrepreneurial activity that resulted happened at a very large scale.


Customers used to lease landline phones from AT&T.

Customers used to lease landline phones from AT&T.

Timestamps:

3:15 How Robert got involved with software in 1976

4:00 2 GTE software project the theory of the firm monopolist's demand curve

2.40 Robert's project with GTE Automatic Electric, which operated specialized telephone networks. At the time AT&T operated all the wires and owned all the phones. People leased their home phones from AT&T.

The deregulation in 1985 of ATT opened the door for cellular networks and led to what we have today; this is a hugely complex topic. But we discussed a few aspects. 

6:00 The Theory of the Firm

6:15 In a competitive market, no individual company can control price; they price based on supply and demand

6:43 The Monopolist's Demand Curve

7:09 Martin Shkreli and high cost drug monopoly- ‘Pharma bro’ Martin Shkreli sentenced to 7 years in prison — says, ‘This is my fault’

9:20 AT&T was a monopoly but they made more money by charging less - not gouging customers even though they could

10:00 Facebook is the greatest deal in advertising but is quickly increasing in cost

11:02 The power of monopoly is a street that cuts both ways for Facebook (privacy issues, scrutiny)

11:20 Most users don't realize Facebook owns Instagram or that user data is the product - the model is much more complex than AT&T's monopoly

12:20 In the 1930s people realized that if the telephone system was to grow, they would need to employ an inordinate amount of humans to man the switches - not scalable

13:20 Was there skepticism about technology like the telephone like there has been for the PC, the smart phone, email, and now voice technology?

13:50 Long distance calls were expensive

14:15 New technology, when scalable and affordable, can be adopted readily and becomes quotidian

14:30 The Network Effect (the value of a network increases to a power of two with the number of connections) - exponential growth

Connect with Robert Binder:

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035 - Micro Moment Marketing - Melanie Touchstone

The key feature of micro moment marketing is to embrace the idea that you have but a few seconds to capture the attention of your target consumer. In those brief seconds, brands are challenged to convey a concise message that is relevant to the consumer. Otherwise, they're on to the next article, tweet, or email and you've lost their attention.

On average, 150 times a day consumers experience purchase moments, research moments, and discovery moments, just to name a few. How can marketers be sensitive to these moments in the buyer journey to make our messaging more effective and less interruptive? How are brands from tires to cookies taking advantage of micro moments?

Melanie Touchstone discusses micro moment marketing

Melanie Touchstone discusses micro moment marketing

Micro-moments are small occurrences throughout the shopper journey during which consumers are ready to act. Google narrows these moments down to four key categories:

  1. want-to-know moments

  2. want-to-go moments

  3. want-to-do moments

  4. want-to-buy moments

How do you market to consumers in a way that takes advantage of these moments in the buyer journey?

Timestamps:

2:00 It’s the small occurrences in the consumer journey when they’re ready to act - get into your customer’s mindset

2:15 The four types of micro moments, according to Google 

5.23 Incorporate into your strategy: the micro moment

5:30 80% of mobile use in evening

6:00 Content shock: consumers are bombarded by information (we spend 4.7 hours per day on smartphones)

6:40 Seasonality - tire brand example and micro moment search terms

8:05 Serve the need the consumer has based on search and context - even with PPC basics

8:38 The want-to-know moment

8:55 Oreo marketing with Game of Thrones: embossed cookies for each GoT house, and on Twitter: #GameOfCookies #ForTheThrone

10:15 Game of Thrones Oreos

10:30 Sunday Scaries - Instagram phenomenon #SundayScaries

11:30 Production value is less important than quality and sensitivity to the moment in the buyer's journey

12:20 Guardian looked at shiny high production value videos on IG stories and return on effort wasn’t as high, so went for a lo-fi approach which worked better. "Lean into the culture of the internet." Source: The Guardian finds less polished video works better on Instagram Stories

13:15 Why lo-fi posts were more popular - on Instagram, people are looking for their friends, so brands who look that way blend in more and seem more natural

About Melanie Touchstone:

Digital Marketing Strategist Melanie Touchstone helps fast-growth businesses develop and expand their brand presence through strategic, inbound marketing. Having spent over a decade working closely with the innovation ecosystem, Melanie has unique insight into the needs of early and middle-market companies. She specializes in brand and channel marketing.

Connect with Melanie:

melanietouchstone.com

Twitter: @MelTouchstone

Instagram: @TouchstoneMarketing

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Previous episodes:

Enjoy this? Hear Melanie and Emily discuss email marketing in Episode 31: Simplify Your Marketing

Pippa:

Check out our sponsor, Pippa.io and get a $25 Amazon Gift Card when you sign up for a year of hosting at beetlemoment.com/pippa