agency

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

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!)

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

More podcast player links at the bottom.

Brands, Voice AI, and AR/VR from The Antipodean

Michelle Excell, AR/VR and Emerging Technology Expert

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.

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Check out past episodes

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.

Hit the button above to get emails from Emily about voice marketing news. How often? Monthly, tops - and your info will NEVER be shared or monetized.

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