042 - Wendi Cooper: How Marketing is Failing the Modern Mature Consumer
Harleys and Jets vs. Bingo and Go Fish
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.
Here are some great Alexa skills for seniors from Heidi Culbertson's company Ask Marvee:
Get in touch with Wendi Cooper, C Spot Talk:
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
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
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:
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032 - Simple Works: Voice Marketing for Brands with Michelle Excell
Hear my SXSW interview about voice marketing with Michelle Excell of The Antipodean. Michelle is an innovation strategist in the emerging technology space. And an all-around badass AND kind person.
1-click play episode on Apple Podcasts
Brands, Voice AI, and AR/VR from The Antipodean
Michelle Excell, AR/VR and Emerging Technology Expert
Show notes and timestamps:
01:41 Discussing voice and Michelle’s clients: what are you noticing with recent briefs?
02:25 Brands are interested invoice but unsure where to start
02:40 Some agencies are jumping in head first
04:15 Brands must start somewhere: they should start small with voice marketing and smart speakers
04:50 Consider voice or AI within chat bots or retail where people will spend more time
5.08 Find contextual places where customers really interact
05:14 Is it worth doing a single use or delightful skill or should skills be intended for repeat use?
P.S. Michelle and Emily met as guests on Bob Knorpp’s marketing and advertising podcast, The BeanCast. <— A VERY good show worth catching if you’re in marketing, advertising, or the agency world.
Hear Emily’s top tips about voice marketing:
Click to hear Emily Binder discuss voice marketing strategy on Teri Fisher’s podcast. This is the #2 most popular episode of all time on Alexa in Canada!
Enjoy - stream it or hear on Apple Podcasts.
002 - Pricing Your Marketing Services
Doctors, lawyers, and journalists have codes of ethics. They are trained on and continually reminded of their ethics guidelines. Advertisers don’t have standard ethics. But we’re responsible for influencing culture, which is huge.
Doctors and lawyers charge fees that clients rarely (and really can’t) contest. $85 for a 2-minute consult? Sure, Doc. Swipe my card.
But marketing clients often haggle over price or search for lower bids.
Is there a connection here?
Read more on the blog: Pricing Marketing and Advertising Services