Shifting to customer centricity: Three challenges brands face
If there’s one thing we’ve learned in 2020, it’s that customer centricity equals relevancy. Customers have increasingly high expectations for what the digital landscape can provide, and there’s no shortage of competitors vying for attention with flashy new capabilities and content. A major shift from product centricity to customer centricity is imperative to keep up with the times, but it’s easier said than done.
At Summer Friday, we’ve seen brands face three main challenges as they shift gears to a more customer-centric approach:
1. Data collection
Many institutions are working to bring their manual customer data collection methods into the digital age. Large, established brands have the furthest to go, with traditional business silos and legacy technologies that lend themselves to outdated and incomplete data.
But the heavy lifting is worth the payoff. From now on, content will constantly be tailored to customers based on traditional criteria, like which stage of the buying journey they’re in. But it will also be based on much more nuanced data, like time of day, customer location, and the customer’s recent social media engagement. Seamless multichannel communications and the ability to effectively and consistently manage customer data become critical to keep up with this demand.
And procuring the data is only the first step. At Summer Friday, we harness that data to make connections and find insights that improve engagement and conversion.
2. Quality content at scale
While data collection is its own challenge, there’s a second hurdle to overcome — shifting to a publisher model and creating quality content at scale. Brands already need engaging, high-quality content. Now, they also need that content to add value and build relationships with customers using targeted, audience-specific calls to action at each stage of the customer journey.
At Summer Friday, we understand this is no small task. Targeting customers throughout their brand experience necessitates a robust and segmented content calendar. Without the right content partner, this undertaking quickly becomes cumbersome and difficult to sustain.
We have a few guiding principles that keep us on track while producing content at scale:
Surrender your ego. Your audience knows what they like and don’t like. Your content is there to serve them.
Consider the back button. The back button defines what is and isn’t seen, so create something that makes its use impossible.
Behave like the guest you’d want to host. Practice good digital manners and be open and honest with your intentions.
3. Culture
Another challenge brands face while shifting to customer centricity is implementing a cultural adjustment. It’s not easy to evolve a brand of any size from the mindset of “How can we sell products?” to a mentality of “What does the customer really want, and how can we provide it?” But this commitment is just as crucial as streamlining data collection if you want your business to be customer-centric and competitive in the current digital landscape.
With how quickly things can change, staying relevant and culturally involved is a 24-hour operation. Summer Friday approaches this challenge with a publisher mindset and “always on” content studio. We understand that even the most meticulously planned content calendars must leave room to evolve with what’s happening in real time, and we’ve done just that for many brands, including our work with TradeStation.
Reach out and we’d love to talk more about what your brand can do to begin or continue your journey toward customer centricity.
How personalized should your content be? 2
HOW
PERSONALIZED
SHOULD YOUR CONTENT BE?
You can’t attend a marketing webinar without hearing “personalization” 50 times in the first minute. And it’s no wonder — personalization has proven to be extremely effective, with up to a 6X higher conversion rate and a 19% uplift in sales. But while the world struggles to engage their target audience on a one-to-one level, sometimes the solution can be much simpler.
So when does it make sense to go all in on personalization, and what are your alternatives? At Summer Friday, we’ve produced content across the spectrum of personalization and we can make a recommendation that’s right for your audience, your objective, and your budget. Here are three approaches for content personalization we’ve used in the past:
1. Versioned Content
Versioned content is the first step toward personalization. It takes into account that your entire audience isn’t looking for the exact same thing, so it targets broad customer segments with slightly varied visuals and/or messaging vs. one mass piece of content that goes to everyone.
2. Segmented Content
Taking personalization a step further, segmented content goes deeper into the demographic nuances of your audience and serves them content that is directly relevant to them, personally. Modular videos fit into this category -- a number of scenes are created and customers see a video that includes only the modules (or scenes) that are specifically applicable to them.
2. Segmented Content
Taking personalization a step further, segmented content goes deeper into the demographic nuances of your audience and serves them content that is directly relevant to them, personally. Modular videos fit into this category -- a number of scenes are created and customers see a video that includes only the modules (or scenes) that are specifically applicable to them.
Full 1:1 Personalization
Fully personalized content speaks directly to each individual customer. For example, details like the customer’s name, account number, or when their next bill is due can all be included in a fully personalized video. These elements can even be updated in real time, so that personal details will refresh if a customer watches the same video again later.
There are certainly best practices and uses for all three levels of personalization, and we’d love to talk about the best approach to fit your needs!
How personalized should your content be?
HOW
PERSONALIZED
SHOULD YOUR CONTENT BE?
You can’t attend a financial marketing webinar without hearing “personalization” 50 times in the first minute. And it’s no wonder — personalization has proven to be extremely effective, with up to a 6X higher conversion rate and a 19% uplift in sales. But while the world struggles to engage their target audience on a one-to-one level, sometimes the solution can be much simpler.
So when does it make sense to go all in on personalization, and what are your alternatives? At Summer Friday, we’ve produced content across the spectrum of personalization and we can make a recommendation that’s right for your audience, your objective, and your budget. Here are three approaches for content personalization we’ve used in the past:
1. Versioned Content
Versioned content is the first step toward personalization. It takes into account that your entire audience isn’t looking for the exact same thing, so it targets broad customer segments with slightly varied visuals and/or messaging vs. one mass piece of content that goes to everyone.
2. Segmented Content
Taking personalization a step further, segmented content goes deeper into the demographic nuances of your audience and serves them content that is directly relevant to them, personally. Modular videos fit into this category -- a number of scenes are created and customers see a video that includes only the modules (or scenes) that are specifically applicable to them.
2. Segmented Content
Taking personalization a step further, segmented content goes deeper into the demographic nuances of your audience and serves them content that is directly relevant to them, personally. Modular videos fit into this category -- a number of scenes are created and customers see a video that includes only the modules (or scenes) that are specifically applicable to them.
Full 1:1 Personalization
Fully personalized content speaks directly to each individual customer. For example, details like the customer’s name, how much money they have in their account, or when their next bill is due can all be included in a fully personalized video. These elements can even be updated in real time, so that personal details will refresh if a customer watches the same video again later.
There are certainly best practices and uses for all three levels of personalization, and we’d love to talk about the best approach to fit your needs!
Content Discontent: How to Build the Strategic Structure to React to Crises 2
CONTENT
DISCONTENT
PART 2:
HOW TO BUILD THE STRATEGIC
STRUCTURE TO REACT TO CRISES
CONTENT
DISCONTENT
PART 2:
HOW TO BUILD THE STRATEGIC STRUCTURE TO REACT TO CRISES
In our last post, we highlighted four reasons why brands lose control of the narrative in times of crisis. Now, let’s look at how brands can solve those challenges and build a culture, infrastructure and process to bring effective content to life in real time.
1. Create defined content guidelines.
When the conversation is happening, you need to use your brand voice to guide it. Be an effective moderator.
Your brand is a living, breathing entity, so think about how you want it to look, feel and sound. The world is different now than it was even a year ago, so revisit your brand guide and make sure it’s up-to-date. Build templates and guardrails that enable you to create (and approve) content quickly.
But most importantly, think about your brand’s purpose — what you authentically stand for and what message you want to put out into the world.
2. Break down internal silos to open up collaboration.
Content is king. Collaboration is what allows that content to reign. Just like King Arthur’s Round Table, all internal stakeholders deserve a seat. Involve legal and compliance from the beginning. Establish parameters for revisions and approvals so that you save hours of time and frustration during this crucial step. Everyone needs to be on the same page to present a unified message quickly and effectively, because every hour you delay is an hour someone else is writing your story.
3. Re-evaluate processes to identify efficiencies.
The ability to respond swiftly can be the difference between a hiccup and a crisis. So, take a bird’s eye view of your content creation process. Who is involved at each step? Where can you become more efficient? How can you leverage content more strategically, day in and day out?
With strong processes in place, your team will be ready to jump into action and create content that engages with events in real time.
4. Consider content partnerships.
The right partner can ensure your content reaches the right audience on the right platform at the right time.
At Summer Friday, we live at the intersection of big ideas and nimble execution. Our team is built around an always-on publisher mindset. That means when strategizing and conceptualizing, we aren’t thinking of one-off scenarios, but rather building content and solutions that are adaptable and expandable across platforms and mediums so that they work in real-time settings.
Our entire creative team works and thinks collaboratively in order to deliver high-volume, quality content, quickly and efficiently, so that our partners can tell their story on their own terms. In times of crisis, that kind of partnership can save the day.
Content Discontent: How to Build the Strategic Structure to React to Crises
CONTENT
DISCONTENT
PART 2:
HOW TO BUILD THE STRATEGIC
STRUCTURE TO REACT TO CRISES
CONTENT
DISCONTENT
PART 2:
HOW TO BUILD THE STRATEGIC STRUCTURE TO REACT TO CRISES
In our last post, we highlighted four reasons why brands lose control of the narrative in times of crisis. Now, let’s look at how brands can solve those challenges and build a culture, infrastructure and process to bring effective content to life in real time.
1. Create defined content guidelines.
When the conversation is happening, you need to use your brand voice to guide it. Be an effective moderator.
Your brand is a living, breathing entity, so think about how you want it to look, feel and sound. The world is different now than it was even a year ago, so revisit your brand guide and make sure it’s up-to-date. Build templates and guardrails that enable you to create (and approve) content quickly.
But most importantly, think about your brand’s purpose — what you authentically stand for and what message you want to put out into the world.
2. Break down internal silos to open up collaboration.
Content is king. Collaboration is what allows that content to reign. Just like King Arthur’s Round Table, all internal stakeholders deserve a seat. Involve legal and compliance from the beginning. Establish parameters for revisions and approvals so that you save hours of time and frustration during this crucial step. Everyone needs to be on the same page to present a unified message quickly and effectively, because every hour you delay is an hour someone else is writing your story.
3. Re-evaluate processes to identify efficiencies.
The ability to respond swiftly can be the difference between a hiccup and a crisis. So, take a bird’s eye view of your content creation process. Who is involved at each step? Where can you become more efficient? How can you leverage content more strategically, day in and day out?
With strong processes in place, your team will be ready to jump into action and create content that engages with events in real time.
4. Consider content partnerships.
The right partner can ensure your content reaches the right audience on the right platform at the right time.
At Summer Friday, we live at the intersection of big ideas and nimble execution. Our team is built around an always-on publisher mindset. That means when strategizing and conceptualizing, we aren’t thinking of one-off scenarios, but rather building content and solutions that are adaptable and expandable across platforms and mediums so that they work in real-time settings.
Our entire creative team works and thinks collaboratively in order to deliver high-volume, quality content, quickly and efficiently, so that our partners can tell their story on their own terms. In times of crisis, that kind of partnership can save the day.
Content Discontent: Four Reasons Why Brands Lose Control of the Narrative 2
CONTENT
DISCONTENT:
FOUR REASONS WHY BRANDS LOSE CONTROL OF THE NARRATIVE
CONTENT
DISCONTENT:
FOUR REASONS WHY BRANDS LOSE CONTROL OF THE NARRATIVE
We could list brands that have faced recent PR crises, but by the time you finish this article, there will probably already be another brand making headlines.
In our 24-hour-news-cycle world, where one tweet can tank a brand’s perception, it’s critical that brands are intentional when creating content — and have the culture, infrastructure and processes to bring that content to life in real time.
Here are four major reasons why brands struggle to leverage content effectively in times of crisis.
They’re not moderating effectively.
If you’ve ever been to a talkback for a film screening, you can see why moderators play such an important role in guiding the conversation. Without a good moderator, an attendee takes control of the mic and ends up pitching their own movie idea.
When your brand doesn't control the narrative — or you’re not actively and consistently engaging and communicating with customers — the internet will control the narrative for you. And that’s when brands end up in damage control mode.
They’re in the wrong room.
What’s the most effective platform for reaching the widest possible audience when you need to get a message out?
Too many brands don’t have a good answer to this question. They’re putting content out on the wrong platforms, tweeting when they should be emailing (or vice versa) — and leaving too many customers in the dark.
They’re too much tortoise and not enough hare.
Slow and steady wins the race — sometimes. But in these situations, brands need to react quickly. A well-written tweet, posted right away, can be much more effective than a well-produced video that takes days to go live. If customers are upset, they need to hear from you, NOW.
They’re not speaking the right language.
Legal and compliance are an important part of the content creation process. No matter how great a piece of content is, it will never see the light of day without their sign-off. But, sometimes, brands focus so much on not saying the wrong thing that they end up not saying the right thing. Or they say it in a way that customers can’t understand (the average person didn’t attend law school).
Is this resonating with your brand? Stay tuned for Part 2 or reach out now to learn more.
Content Discontent: Four Reasons Why Brands Lose Control of the Narrative
CONTENT
DISCONTENT:
FOUR REASONS WHY BRANDS LOSE CONTROL OF THE NARRATIVE
CONTENT
DISCONTENT:
FOUR REASONS WHY BRANDS LOSE CONTROL OF THE NARRATIVE
We could list brands that have faced recent PR crises, but by the time you finish this article, there will probably already be another brand making headlines.
In our 24-hour-news-cycle world, where one tweet can tank a brand’s perception, it’s critical that brands are intentional when creating content — and have the culture, infrastructure and processes to bring that content to life in real time.
Here are four major reasons why brands struggle to leverage content effectively in times of crisis.
They’re not moderating effectively.
If you’ve ever been to a talkback for a film screening, you can see why moderators play such an important role in guiding the conversation. Without a good moderator, an attendee takes control of the mic and ends up pitching their own movie idea.
When your brand doesn't control the narrative — or you’re not actively and consistently engaging and communicating with customers — the internet will control the narrative for you. And that’s when brands end up in damage control mode.
They’re in the wrong room.
What’s the most effective platform for reaching the widest possible audience when you need to get a message out?
Too many brands don’t have a good answer to this question. They’re putting content out on the wrong platforms, tweeting when they should be emailing (or vice versa) — and leaving too many customers in the dark.
They’re too much tortoise and not enough hare.
Slow and steady wins the race — sometimes. But in these situations, brands need to react quickly. A well-written tweet, posted right away, can be much more effective than a well-produced video that takes days to go live. If customers are upset, they need to hear from you, NOW.
They’re not speaking the right language.
Legal and compliance are an important part of the content creation process. No matter how great a piece of content is, it will never see the light of day without their sign-off. But, sometimes, brands focus so much on not saying the wrong thing that they end up not saying the right thing. Or they say it in a way that customers can’t understand (the average person didn’t attend law school).
Is this resonating with your brand? Stay tuned for Part 2 or reach out now to learn more.
7 Types of videos that can boost your brand - Insurance
7 TYPES
OF VIDEOS
THAT CAN BOOST YOUR BRAND
At a time when many companies are confused about how to properly communicate with their customers, others are leveraging new opportunities. At Summer Friday, we believe now is the moment to dive in and connect with new audiences. But that doesn’t mean you have to follow the same old methods. We love to help our clients imagine new possibilities.
Here are 7 approaches that we use as a starting point:
Social Video Content
Explainer Videos
Brand Culture Videos
Educational Video Content
Broadcast Videos
Virtual Conferences & Event Content
Pitch/Sales Videos
1. Hit refresh on social content
Stop the scrolling with social videos that make your brand stand out. Whether you’re just beginning your journey in this space or it’s time for a fresh look, we’ll help you optimize for different channels and reach laser-targeted audiences.
2. Drive engagement with explainer videos
Bring landing pages, emails, and e-commerce pages to life with videos that showcase your brand and products.
3. Highlight culture and social responsibility campaigns
Your brand’s commitment to social responsibility has never been more relevant. Show audiences and employees how you are making a positive impact.
4. Cut confusion with educational and demo videos
Consumers expect a certain level of video support on a regular basis. Make sure users know exactly how to use your products with engaging and easy-to-follow demo videos.
5. Re-imagine broadcast video
There are several ways to approach a broadcast spot under normal circumstances. Now, more than ever, we’re helping to transform a challenging production environment into a land of opportunity.
6. Go virtual with conferences & events
With live events going online, your brand needs digital materials pre-, during and post-event. Think videos, animated content, engaging site experiences, and recordings that live up to the real thing.
7. Close the deal with pitch videos/animatics
Can’t meet in person for a new business pitch? Prime your buyer and sell your ideas with a compelling pitch video.
7 Types of videos that can boost your brand - Health Insurance
7 TYPES
OF VIDEOS
THAT CAN BOOST YOUR BRAND
At a time when many companies are confused about how to properly communicate with their customers, others are leveraging new opportunities. At Summer Friday, we believe now is the moment to dive in and connect with new audiences. But that doesn’t mean you have to follow the same old methods. We love to help our clients imagine new possibilities.
Here are 7 approaches that we use as a starting point:
Social Video Content
Explainer Videos
Brand Culture Videos
Educational Video Content
Broadcast Videos
Virtual Conferences & Event Content
Pitch/Sales Videos
1. Hit refresh on social content
Stop the scrolling with social videos that make your brand stand out. Whether you’re just beginning your journey in this space or it’s time for a fresh look, we’ll help you optimize for different channels and reach laser-targeted audiences.
2. Drive engagement with explainer videos
Bring landing pages, emails, and e-commerce pages to life with videos that showcase your brand and products.
3. Highlight culture and social responsibility campaigns
Your brand’s commitment to social responsibility has never been more relevant. Show audiences and employees how you are making a positive impact.
4. Cut confusion with educational and demo videos
Consumers expect a certain level of video support on a regular basis. Make sure users know exactly how to use your products with engaging and easy-to-follow demo videos.
5. Re-imagine broadcast video
There are several ways to approach a broadcast spot under normal circumstances. Now, more than ever, we’re helping to transform a challenging production environment into a land of opportunity.
6. Go virtual with conferences & events
With live events going online, your brand needs digital materials pre-, during and post-event. Think videos, animated content, engaging site experiences, and recordings that live up to the real thing.
7. Close the deal with pitch videos/animatics
Can’t meet in person for a new business pitch? Prime your buyer and sell your ideas with a compelling pitch video.
7 Types of videos that can boost your brand
7 TYPES
OF VIDEOS
THAT CAN BOOST YOUR BRAND
At a time when many companies are confused about how to properly communicate with their customers, others are leveraging new opportunities. At Summer Friday, we believe now is the moment to dive in and connect with new audiences. But that doesn’t mean you have to follow the same old methods. We love to help our clients imagine new possibilities.
Here are 7 approaches that we use as a starting point:
Social Video Content
Explainer Videos
Brand Culture Videos
Educational Video Content
Broadcast Videos
Virtual Conferences & Event Content
Pitch/Sales Videos
1. Hit refresh on social content
Stop the scrolling with social videos that make your brand stand out. Whether you’re just beginning your journey in this space or it’s time for a fresh look, we’ll help you optimize for different channels and reach laser-targeted audiences.
2. Drive engagement with explainer videos
Bring landing pages, emails, and e-commerce pages to life with videos that showcase your brand and products.
3. Highlight culture and social responsibility campaigns
Your brand’s commitment to social responsibility has never been more relevant. Show audiences and employees how you are making a positive impact.
4. Cut confusion with educational and demo videos
Consumers expect a certain level of video support on a regular basis. Make sure users know exactly how to use your products with engaging and easy-to-follow demo videos.
5. Re-imagine broadcast video
There are several ways to approach a broadcast spot under normal circumstances. Now, more than ever, we’re helping to transform a challenging production environment into a land of opportunity.
6. Go virtual with conferences & events
With live events going online, your brand needs digital materials pre-, during and post-event. Think videos, animated content, engaging site experiences, and recordings that live up to the real thing.
7. Close the deal with pitch videos/animatics
Can’t meet in person for a new business pitch? Prime your buyer and sell your ideas with a compelling pitch video.