Why Empathy-Driven Marketing Works in a Changing Healthcare Marketplace
How can branding and marketing consultants help healthcare clients shift to a more value-based, consumer-centric model?
In our next BrandSquare webinar, join SGK Health’s Karin E. Bauer, VP, client services and Teresa Diehl, associate creative director, as they discuss one methodology for creating this emotional connection rooted in strategy and brought to life through the right blend of thoughtful deduction, intuitive ideation and attention to detail.
Be sure to register now and tune in Thursday, September 21, 2017 at 1-1:30PM ET.
Register now for Karin E. Bauer and Teresa Diehl’s BrandSquare webinar: Why Empathy-Driven Marketing Works in a Changing Healthcare Marketplace
Healthcare is an empathy-driven industry. But changes in healthcare information gathering and sharing across systems have created a disconnect between quantity and quality of care.
About Karin E. Bauer: Trained in science and journalism, Karin discovered two developmental cancer therapies before honing her research skills to focus on telling compelling stories about products and organizations that move markets. Karin is a passionate advocate for break-through technologies that transform healthcare for the better. She has led in-house and agency brand strategy communications on healthcare products that have moved markets, and maintains strong ties to the research and health technology communities that are driving the future of healthcare. http://sgkhealth.com
About Teresa Diehl: Teresa has worked with some of the world’s leading consumer brands providing breakthrough thinking and elegant design solutions. She believes that leveraging consumer-centric design thinking in healthcare is the key to innovation in an industry undergoing dramatic changes. Teresa’s work has attracted multiple industry awards including a Bronze Pentaward and a Gold Graphis with work featured in Taschen’s Perfect Package series. http://sgkhealth.com
Schawk's Owen Pratt to Address the Power of Photographic Storytelling
CHICAGO, ILLINOIS, AUGUST 14, 2017 — Schawk, a part of the SGK Brand Solutions group of Matthews International Corporation, announced today that Owen Pratt, creative director, will present The Brand Benefits of a Photographic Memory in a webinar on August 17, 2017, 1:00 P.M. (ET).
Photographic storytelling is far more than an image. It’s a fresh brand impression captured inside the mind’s eye of the consumer. It’s emotive content that can keep your brand alive and well every minute of every day. It’s more than just a reminder. Photographic storytelling can shape consumer decisions.
In celebration of World Photography Day, Owen Pratt will address the power of photographic storytelling for brands and explain how you can put it to work for you, how far photography has come and how further we can all go to take creative content immediately into the open minds of the consumer. Registrations for the August 17th webinar will be accepted up until the 1:00 P.M. (ET) start time at http://www.brandsquare.com
“The digital age has transformed photography,” said Pratt. “Digital content has changed the way we interact with the world and with each other – the immediacy of the technology has fundamentally changed the speed and the way we make decisions.”
Pratt added: “For brands using photography to message their market, photographic storytelling is a powerful opportunity to connect with your customers and to influence decisions that favor your brand.”
With a background in fine art, painting, design and photography, Owen Pratt has led and inspired creative teams to bring brands to life for nearly 20 years. A passion for always searching for the larger, more impactful story that can be told through images and words, Owen is masterful at achieving the right balance between art and science.
His extensive experience includes work benefiting world-class brands including Nike, Oakley, Jockey, Lord & Taylor, Bloomingdale’s, The Home Depot, Procter & Gamble, Miller Coors and other industry leaders.
Learn how to leverage photography to reach customers and impact your brands performance, register for The Brand Benefits of a Photographic Memory at http://www.brandsquare.com
Schawk! produces brand assets and protects brand equities to drive brand profitability. Leveraging its 60+ years of industry leadership, Schawk! identifies and deploys scalable solutions to address a brand's complex production and delivery needs through proven expertise in workflow, resourcing, color management and imaging. Schawk! is part of the brand deployment group of SGK, which is a division of Matthews International Corporation (NASDAQ GSM: MATW). For more information visit: http://www.schawk.com and http://www.schawk.com/brand-production/product-photography
Schawk’s Owen Pratt to Present BrandSquare Webinar
Photographs are more than mere images. They represent a powerful opportunity to connect with your customers…and influence their decisions.
Be sure to register now and tune in Thursday, August 17, 2017 at 1-1:30PM ET.
Register now for Owen Pratt’s BrandSquare webinar: The Brand Benefits of a Photographic Memory
See how far photography has come and how much further we can all go to take creative content immediately into the open minds of the consumer.
About Owen Pratt: With a background in fine art, painting, design and photography, Owen has led and inspired creative teams to bring brands to life for nearly 20 years.
Always searching for the larger, more impactful story that can be told through images and words, Owen is masterful at achieving the right balance between art and science. His commitment to the craft and urge to innovate deliver killer content across channels.
Owen’s extensive experience includes work benefiting world-class brands including Nike, Oakley, Jockey, Lord & Taylor, Bloomingdale's, The Home Depot, Procter & Gamble, Miller Coors and other industry leaders.
Explore the New Label Technology That Will Change How People Shop
Today’s consumers are demanding more information about the food, beverage, personal care and household products they buy. Now you can give them all the information they want where and when they need it — in the aisles of any store, anytime.
The new SmartLabel™ initiative provides complete information about ingredients, nutrition, allergens, social and environmental compliance programs, usage instructions and more. To get the information they want, shoppers can scan the label with their smartphones, do a simple online search, or call a toll-free number.
In our next BrandSquare webinar, join Jim Flannery, senior executive vice president, at the Grocery Manufacturers Association (GMA), as he answers your questions and offers his unique insights into how you can build consumer awareness and confidence in your brand.
Be sure to register now and tune in Thursday, July 20, 2017 at 1-1:30PM ET.
Register now for Jim Flannery’s BrandSquare webinar: SmartLabel™ Technology for Shopper Empowerment and Trust
More than thirty major CPG manufacturers and retailers have already signed on to the initiative. Should you?
About Jim Flannery: Jim Flannery leads GMA’s Industry Affairs practice, engaging with members and prospective members while helping create services and programs that enhance the value of GMA membership. He also develops collaborative relationships, initiatives and programs with retailers and their trade associations across all retail channels. Jim leads GMA’s work to develop and launch the industry-wide SmartLabel™ transparency initiative, which gives consumers instant information about hundreds of attributes on thousands of food, beverage, personal care, household product and pet care products.
Jim joined GMA in 2013 from after 36 years at Procter & Gamble, where he most recently served as managing director for customer development, P&G Global Operations. While at P&G, Jim also held volunteer leadership positions at GMA, the Food Marketing Institute, ECR–Australasia and ECR–Asia, and played an instrumental role in the creation of the Consumer Goods Forum. A native of New York, Jim holds a B.A. degree in Human Resources Management from Upsala College in East Orange, New Jersey.
Grocery Manufacturers Association’s Meghan Stasz to Present BrandSquare Webinar
Consumers throw away 30 to 40 percent of the food they buy, contributing 44 percent of the wasted food that ends up in landfills. Date codes add to the problem, with 15 or more variants that create confusion over whether products are still safe to eat or are at risk for true spoilage. Confusing date codes can also hurt brands as doubtful consumers rethink their choices.
In our next BrandSquare webinar, join Meghan Stasz, senior director, sustainability at Grocery Manufacturers Association (GMA), as she explains a new product code dating initiative from the GMA. It’s all about providing simple, clear, standardized information that helps consumers buy and use food with confidence.
Be sure to register and tune in June 15, 2017 at 1-1:30PM ET.
Register now for Meghan Stasz’ BrandSquare webinar: Best if Used By: Labeling for Informed Choice, Less Waste
Even if you’re not in the food business, you’ve probably been there; checking date codes in the grocery aisle, wondering whether you’ll have to throw something out if you don’t eat it all before it “expires.” You’re not alone. Date codes for food freshness can be confusing, but it doesn’t have to be that way any longer.
About Meghan Stasz: Meghan Stasz, senior director, sustainability at Grocery Manufacturers Association, works on issues such as waste, water, sourcing, energy and other topics as they pertain to the food, beverage and consumer products industry. Among other initiatives, Meghan is currently leading the Food Waste Reduction Alliance — a cross-industry initiative to reduce food waste sent to landfill and increase food donation to food banks in the U.S. She is also working extensively on packaging and recycling efforts.
Meghan has over 10 years of experience in the environmental sustainability field. Prior to joining GMA, she spent several years with the Environmental Defense Fund, where she was project manager of the organization’s Farm and Food Policy Reform campaign. Meghan received her bachelor’s degree from Hamilton College and her MBA from Boston College.
Our Guide to Uncovering the Customer Engagement Path
Customer journey mapping is the process of defining, documenting, and describing all the experiences that customers have as they encounter a service or set of services.
Really, it’s about taking into account two types of experiences:
The journey map includes not only what happens to the customer, but also their responses to the brand experience.
Watch the entire webinar: 4 Insights You Can Unlock by Mapping the Customer Journey
Let’s ground ourselves with the facts in journey mapping, and what the research is showing. Bain and Company found that 80 percent of CEOs believe they deliver a superior customer experience, while only 8 percent of their customers agree.
How can we be this off?
Perception and reality is distorted. In fact, according to SiriusDecisions, 67 percent of the buyer’s journey is now done online, digitally. This means customers are experiencing the brand with no human interaction whatsoever. As a brand, work towards engaging with consumers in the digital space and leverage content where you know they’ll be.
As brands create seamless experiences, customers are more likely to return for purchase. Another study by SiriusDecisions notes that 94 percent of customers who have a low-effort service experience will buy from that company again. This is why 86 percent of senior-level marketers agree that it is absolutely critical to create a cohesive customer journey.
Gone are the days of brand loyalty — consumers are more concerned with their immediate needs and what a brand can do for them ‘right now’.
“Everything is about the micro-moment,” says Sokan, “and brands must ensure their content and messaging is relevant in the exact time and space consumers are interacting.”
Here are four steps to successfully map the customer journey:
Step 1: Determine the original intent. With an end-consumer focus, start at the point of client need before any interaction with the brand. Keep in mind; there may be several starting points for each consumer, so it is important to think about where you can find a place to have conversations. Look at the content you have to best determine the original intent of why they started the journey in the first place.
Step 2: Track the actual path. Many times a brand’s perception of where their customer’s journey begins is not reality. Think about all the variables and possibilities for your customer, whether that is through the brand site, word of mouth, in-store, or mobile. This will differentiate based on the each consumer.
Step 3: Consider the customer’s thoughts and feelings. Create a shared understanding of your customer’s wants and needs as they interact with your brand. It’s really important to think abut the thoughts and the feelings your customers are having leading up to interacting with the brand. This may have an impact on how they perceive their experience. 54 percent of consumers share negative experiences with more than 5 people, while only 33 percent of consumers share positive experiences with more than 5 people. Measure these thoughts and feelings — positive, negative, neutral — within your customer journey to track any changes.
Step 4: Benchmark your progress. Benchmarking is the comparison of one’s business processes and performance metrics to industry bests and best practices from other companies. When it comes to journey mapping, there is a lack of public benchmarks to work from. Oftentimes, companies are mapping in some form or fashion, but there’s no body of knowledge or template that can provide example journey maps for specific industries and brands. Start with a baseline and benchmark from where you currently stand to make measurable improvements.
“Nobody knows your customer like you do,” says Sokan.
To start customer mapping, first, identify the journey. When you’re thinking about identifying a journey, look at two variables:
- Does this add value to the company?
- Does this fulfill a customer need?
To be successful, you have to be somewhere in the middle of those variables. Secondly, utilize personas; a semi-fictional representation of the ideal customer based on market research and real data about your existing customers. Depending on the brand, you may use a different method of segmenting customers, however, this needs to be fact-based, on real people.
If you’re not already mapping the customer journey, you are missing out on valuable insight about your customer and the opportunity to unlock improvements to your product or service.
To learn more about customer journey mapping, download: 4 Insights You Can Unlock by Mapping the Customer Journey
4 Insights You Can Unlock By Mapping The Customer Journey
A customer journey is a series of interactions a customer experiences with a company or brand to complete a specific goal, such as making a purchase or learning more about a product.
In our next BrandSquare webinar, join Rachelle Sokan, client solutions, engagement manager at SGK, as she uncovers the four insights you can gain by mapping the customer journey.
Be sure to register and tune in May 18, 2017 at 1-1:30PM ET.
Register now for Rachelle Sokan’s BrandSquare webinar: 4 Insights You Can Unlock By Mapping The Customer Journey
The journey begins before customers interact with your brand and it continues long afterward as they reflect on the experience they had. By uncovering the engagement path your customers follow, you’ll gain insights to help you build stronger, more loyal relationships with them.
About Rachelle Sokan: The game changer. The trusted partner. As a digital content expert, Rachelle provides clients a holistic strategic approach to more meaningfully connect to their customers in an ever-evolving digital landscape. With a background deeply rooted in consulting and e-commerce content strategy, Rachelle leverages the power of design thinking with process optimization to elevate and differentiate brands in a competitive marketplace. Boundless curiosity and authentic zeal for life keep Rachelle ahead of the game and an inspiring leader.
Anthem’s Tim James to Present BrandSquare Webinar 4/20
The popularity of on-demand food delivery sites signal a shift in the way consumers approach meals. The need for packaging that can maintain freshness and create innovative efficiencies is only growing, and consumer insight is informing structural design in a major way.
In our next BrandSquare webinar, Tim James, senior director of structural packaging and innovation at Anthem, will discuss consumer packaging trends, with real-world examples from Anthem’s work with Chicago start-up Eat Pak’d. Their mission was to design a modular lunch packaging format that could be delivered weekly and would get kids excited to eat nutritious meals.
Be sure to register and tune in April 20, 2017 at 10:30-11:00AM ET.
Register now for Tim James’ BrandSquare webinar: Structural Packaging 101: Insight Driven Innovation
About Tim James: Tim James is Senior Director of Structural Packaging and Innovation, at Anthem, a global creative agency that actively connects brands with consumers by amplifying desirability to drive brand performance. Tim has been working in the product and industrial design industry for the last 15 years in London, Oslo and New York. He is an honors graduate in product design from Ravensbourne College of Design and Communication in Kent, England.
5 Consumer Trends Leading Brands to Innovation
A consumer trend is a new manifestation among people — in behavior, attitude, or expectation — of a fundamental human need, want or desire. It’s clear, brands that deeply understand their consumers are better suited to stay ahead of accelerating customer expectations. By tracking and analyzing these expectations, brands can discover opportunities to innovate.
Watch the entire webinar here:
Brands must be able to constantly look for changing expectations and adjust to how they’re going to meet consumers’ basic needs by looking to innovations throughout the world.
When new innovators arise — whether it’s major brands or startups — and they heighten what consumers expect, brands must keep track of this in order to stay ahead in the areas of branding, marketing, product design, and customer experience.
“If you over-focus on technology, you tend to forget the core human needs and wants that it should serve,” says Luthy.
Here are the five big trends that are redefining customer expectations in 2017 that point the way to what customers will want next:
Virtual experience economy. Recently, there has been a status shift away from products as status symbols — whether that be luxury watches, handbags, or sports cars — towards collecting experiences.
Consumers are going out and participating in unique activities like “hot tub movie nights” or “dining in the sky” by enjoying a three-course meal while hanging over a city, because the experience provides a story to tell that comes along with a rewarding status boost. In fact, according to The Martini Report (Nov. 2015), 80 percent of affluent consumers would choose a luxury experience over a luxury item.
The more consumers engage with these interesting experiences, the more they share on social media — whether that be through images on Instagram, or sharing a live video through Facebook or Snapchat. Experiences in a way have become as abundant as products, and as a result, digital experiences, including augmented reality (AR) and virtual reality (VR) have become real status currency for millions of consumers.
Capacity capture. Consumers hate waste — especially when it comes to time, food, and packaging. One thing that really heightened consumers expectations around producing waste is the sharing economy. Think: Uber and Airbnb. This is the idea that we are now connected to services that were previously idle. Most consumers never thought their guest bedroom was an asset until Airbnb showed everyone they could make additional income by renting out their space.
With that, consumers have become efficiency experts and are now looking for brands to capture that idle capacity and claim lost value from wasted resources, all for the good of society and the planet.
Incognito individuals. People are more empowered than ever to embrace their own identity — being free from assumptions about their demographic market. Unfortunately, systematic, institutional, and peer prejudices are still present, however the desire to live freely is not going away.
One solution we’re seeing in 2017 is incognito individuals. This is the idea that consumers will embrace new tools, services and platforms that strip away the identity imposed on them by demographic circumstances.
First responders. One way big brands try to own the love of consumers is to keep up with startups. Big brands are leveraging their expanded resources to positively contribute to society as first responders in the face of a crisis by embracing the infrastructure they already have in place.
Consumers are expecting these brands to react quickly to situations that impact people around the world — proving to consumers that you care about them. After all, agility isn’t just for startups!
Ethical educators. Consumers are always looking to become better people — and it’s not just about being in top physical shape! This is also about optimizing their entire life. They will reward brands that serve up the new tools, platforms and experiences that can help them find the answers.
Keep in mind, trends are completely useless unless you apply them. These five trends are only the starting point to making your consumers lifelong advocates for your brand!
For more insights on innovation to meet consumer needs, download: Beyond Best Practices: How to Win in a Dynamic Market
TrendWatching’s Jessica Tindle to Present BrandSquare Webinar 3/16
The consumer landscape never stops changing, and the pace is only picking up in 2017.
In our next BrandSquare webinar, Jessica Tindle, Trend Analyst at TrendWatching, outlines five of the most important trends you can expect, as well as what you can do to position your brand to take advantage of them.
Get expert insight on “Capacity Capture,” “Big Brother Brands,” the “Virtual Experience Economy,” and more!
Be sure to register and tune in March 16, 2017 at 1-1:30 ET.
Register now for Jessica Tindle’s BrandSquare webinar: Redefining Customer Expectations: 5 Trends for 2017
About Jessica Tindle: Jessica is a Trend Analyst at TrendWatching. Since graduating from the University of Manchester with a first-class degree in History, Jessica gained experience in trend analysis for a global retailer before joining TrendWatching’s London office.
For more insights on customer expectations, download: 4 Insights You Can Unlock by Mapping the Customer Journey