Written on 07/28/21 10:00 AM
Customer service. Customer experience. No matter what you call it, how your organization interacts with customers can make or break your business – from your ability to retain customers to the profit that drops to your bottom line. The proliferation of online shopping has made the on-site retail experience even more critical as alternative channels vie for consumer dollars and long-term loyalty.
Did you know that:
• After one negative experience, 51% of customers will never do business with that company again.
Newvoicemedia.com
• Increasing customer retention rates by 5% increases profits anywhere from 25% to 95%.
Bain & Company
Recently our RPM team had the opportunity to participate in a unique customer service program with one of our automotive clients. The goal of the day was to build on the client’s already strong customer service ethic and translate that into its marketing and communications efforts.
But this day went beyond the development of tag lines and branding to truly unearth what makes this client’s customer commitment different – the family behind the storefronts and the teams interacting with guests every day. At the end of a workshop that had our team working hand-in-hand with our Client-Partner, we all left with a greater understanding of the promise the brand makes to each guest that walks through its doors, as well as how to deliver on the purpose of that promise with every interaction.
How can you improve the customer experience and make customers a little happier? We can learn a few things from the most magical place on earth. The Disney Institute has been helping to advise and train a variety of organizations worldwide based on the business insights and best practices of Walt Disney Parks & Resorts for more than three decades. What has the Disney organization learned? That regardless of industry, volume or scale, exceptional customer service is achievable for every organization because the service experience is “architected” from systems and processes they control.
According to the Disney Institute:
• Build relationships – Show employees how to turn transactions into interactions, and then into relationships.
• Be “on-purpose” – Learn more about the governing rule: “purpose trumps task,” which means it is OK to be off-task if you are on-purpose.
• Listen beyond the obvious – Understanding your organization’s potential “Three o’clock Parade” question, and then training employees to genuinely seek to understand each individual customer’s needs and wants, and be able to respond accordingly in the service moment.
• Resolve issues quickly – Empower and equip employees with tools to enable them to quickly resolve as many issues as possible on their own.
The drive to “differentiation” isn’t new, but it is harder
than ever. Unfortunately, the reality is that today’s hypercompetitive markets mean that brands are at parity in virtually every industry. Whether your product is donuts, cars or if you’re selling an “experience” like a hotel or casino, setting your brand apart is no easy task.
Essentially, products and services are so much the same that it’s hard to stand out – and even harder to create customer loyalty. That’s why defining what your brand stands
for, promoting what makes you different and taking ownership of that is more challenging than ever.
Take the airline industry as an example, JetBlue found their
space by capitalizing on what the other major airlines didn’t have (or took away): free snacks and more leg room. On
the other hand, Delta wanted to go after the business traveler so they focused on those consumers. Both are successful
in that they identified who they wanted to be for their customers and set about creating the experience and programs that allowed them to own that position.
Source: https://www.figmints.com/blog/5-companies-that-differentiated-in-crowded-markets-with-brand-strategy/
Most people associate brands with what they see – logos, color schemes, design; and those are all very important parts of a brand identity.
But before jumping straight into “what color should our logo be” or “what do we want in our advertising,” successful companies dig deep into their psyche to learn about who they are and more importantly who they want to be for their customers.
So, what’s the first step? It all starts with an immersion. A brand bootcamp, if you will. It’s a deep-dive into your brand to answer some fundamental questions: what makes you different, what are your vulnerabilities, who is your audience, what can you credibly own, what’s your brand personality? Getting at these answers is not always easy but if you don’t work to identify them, it becomes more difficult to communicate with a clear vision to your customers.
A successful brand immersion comes down to a few key ingredients – some tangible and some intangible. But in order to be successful, these three must be in the room:
These 3 simple components will get you diversity of thought, free flowing ideas and someone to guide you, keep you on track (and in check!) and provide insight along the way.
Coming out of the immersion, a brand platform begins to take shape as your positioning is clarified and used as the springboard for every customer touchpoint, from advertising to digital footprint, and retail experience to customer interaction. After all, a brand is the cumulative expression of everything from the tone of the customer service professional answering the phone, to the social media exchanges that take place across multiple platforms.
Are you thinking, but we already have a brand. You’re not alone. Many companies already have an established brand in some way, shape or form. But that doesn’t mean you can’t explore the boot camp exercise to see if it is still relevant to consumers – or at the mercy of a changed marketplace. You could learn how to improve your brand, or maybe it’s time for an evolution. So, whether you’re an emerging brand or one that might need a little time in boot camp, RPM is happy to help you explore. Give us a shout and let’s talk!
Each year, the major networks present their programming slates for the upcoming season. On behalf of our clients, RPM attends several of these presentations to preview the new shows ahead of confirming Q4-Q3 TV schedules and before negotiating any annual buys. Below, please find show descriptions, along with the programming schedule for the new season and any RPM perspectives on the networks.
ABC
In one of the most conservative ABC upfronts in recent memory, ABC is only debuting three new shows: Emergence, Stumptown, and Mixed-ish.
A note for our gaming clients: the main character on Stumptown has gambling debts; in the trailer, she is shown playing craps. Depending on where the writers take that storyline, RPM will monitor the content on behalf of casinos, sportsbooks, and others to determine whether it may make sense to avoid the programming moving forward.
Emergence
Tuesdays 10/9c
A character-driven genre thriller, Emergence is about a police chief who takes in a young child she finds near the site of a mysterious accident who has no memory of what has happened. The investigation draws her into a conspiracy larger than she ever imagined, and the child’s identity is at the center of it all.
Stumptown
Wednesdays 10/9c
Based on the graphic novel series, Stumptown follows Dex Parios– a strong, assertive and sharp-witted army veteran with a complicated love life, debt and a brother to take care of in Portland, Oregon. Her military skills make her a great PI, but her unapologetic style puts her in the firing line of criminals and the police.
Kids says the Darndest things
Sundays 8/7c
The hilarious reimagined format of a familiar show showcases a mix of in-studio segments and taped pieces from across the country, all set in front of a live studio audience and hosted by Tiffany Haddish.
Mixed-ish
Tuesdays 9/8c
A black-ish prequel. Rainbow Johnson recounts her experience growing up in a mixed-race family in the ’80s and the constant dilemmas they had to face over whether to assimilate or stay true to themselves.
CBS
After years of success, CBS’ most recent moneymaker, The Big Bang Theory, will no longer be on the air. Despite this big shift, CBS wants advertisers to continue to rely on TV, especially CBS and its digital platforms, for quality programming in a brand-safe environment. Two primary themes have driven the new programming choices on the network: inclusivity and cultural relevance—with the intent to provoke thought while entertaining.
Bob Hearts Abishola
Mondays 8:30/7:30c
From Chuck Lorre, Bob Hearts Abishola tells of a middle-aged guy who’s met the woman of his dreams a Nigerian-immigrant nurse. Now he just needs to convince her of that. A heartwarming comedy about love at middle-age and the immigrant experience.
All Rise
Mondays 9/8c
The D.A.s are overworked, Legal Aid is understaffed, and the judges need more policing than the defendants. All Rise: Court’s in session and in search of what passes for justice in the 21st century.
The Unicorn
Thursdays 8:30/7:30c
Walton Goggins is The Unicorn, a recently widowed father coming to terms with his “new normal” raising two young daughters, dealing with intrusive family members and returning to the dating scene.
Carol’s Second Act
Thursdays 9:30/8:30c
A comedy about a woman who embarks on a unique second act after raising her children, getting divorced, and retiring from teaching: becoming a doctor. At age 50, Carol is a medical intern with peers who are half her age. It’s her enthusiasm, perspective and age, may be exactly what will make her second act a great success.
Evil
Thursdays 10/9c
Evil focuses on a trio who investigate seeming miracles, possessions and other odd occurrences against the backdrop of an ongoing battle between science and religion. From The Good Wife producers.
CW
CW—the home of superheroes, the supernatural, and soapy drama—has the most stable line-up of all the networks, renewing most of its shows from last year.
Batwoman
Sundays 8/7c
Three years after Batman mysteriously disappeared, Gotham is a city in despair, and it’s under the watch of Jacob Kane and his military-grade Crows Private Security, which now protects the city with omnipresent firepower and militia. When the Alice in Wonderland gang targets the firm, Kane’s daughter Kate returns home, deciding that if she wants to help her family and her city, she’ll have to become the one thing her father loathes — a dark knight vigilante. With the help of her stepsister Mary and the crafty Luke Fox, the son of Wayne Enterprises’ tech guru Lucius Fox, Kate Kane continues the legacy of her missing cousin, Bruce Wayne. Armed with a passion for social justice and a flair for speaking her mind, Kate soars through the shadowed streets of Gotham as Batwoman.
Nancy Drew
Wednesdays 9/8c
Young Nancy Drew makes plans to leave her hometown for college after high school graduation but finds herself drawn into a supernatural murder mystery.
FOX
Fox’s upfront presentation was heavily focused on sports: it’s the home of the 2020 Super Bowl and will be airing live wrestling (WWE SmackDown Live) on Fridays. Additionally, the network is continuing NFL games on Thursdays and Sundays and college football on Saturdays. That said, the network will be debuting three new shows this season.
Another note for gaming clients: Bless the Harts features a character with a lottery scratchers obsession. As this is a comedy, we anticipate the subject to be treated lightly. That said, we will be keeping an eye on the treatment of the topic and adjust schedules if necessary.
Prodigal Son
Mondays 9/8c
Malcolm Bright is a gifted criminal psychologist, using his twisted genius to help the NYPD solve crimes and stop killers, all while dealing with a manipulative mother, a serial killer father still looking to bond with his prodigal son, and his own evolving neuroses.
Almost Family
Wednesdays 9/8c
A woman who grew up as an only child discovers that her dad fathered many other children as a sperm donor.
Bless the Harts
Sundays 8:30/7:30c
The Harts are a Southern family that is forever struggling to make ends meet. They hope to achieve the American dream, but they’re already rich — in friends, family and laughter. Voice talents of Kristen Wiig and Maya Rudolph.
NBC
The biggest news for NBC in the 2019-2020 season will be the upcoming Summer Olympics. In the more immediate future, NBC is launching three new programs this fall.
Bluff City Law
Mondays 10/9c
Brilliant lawyer Sydney Strait used to work at her father Elijah’s law firm until their relationship got in the way. She agrees to come back despite her lingering resentment and distrust because she knows that it’s her best hope to change the world, if they can ever get along.
Perfect Harmony
Thursdays 8:30/7:30c
When former music professor Arthur Cochran unexpectedly stumbles into choir practice at a small-town church, he finds an oddball group of singers that is out of tune in more ways than one. Arthur and his newfound cohorts may just be the perfect mix of individuals to help each other reinvent and rediscover a little happiness.
Sunnyside
Thursdays 9:30/8:30c
As the youngest New York City Councilman ever, Garrett Modi was the pride of Queens, but he lost his way rubbing elbows with the political elite and attending star-studded parties rather than doing his job. Now unemployed, Garrett’s crashing with his sister Mallory and wondering where it all went wrong. That is, until he’s hired by a diverse group of hopefuls — Brady who grew up in New York and didn’t even know he wasn’t a citizen; Griselda the unofficial queen of the part-time jobs; Hakim a nerdy cab driver who has some serious skills; super-wealthy brother and sister duo Mei Lin and Jin Hao — who all dream of becoming American citizens and believe Garrett is the perfect guy to help. This new opportunity gives him a sense of purpose and a chance for redemption, and it might help him remember where he came from.
FALL 2019-2020 SEASON PRIMETIME SCHEDULE
As the prosecco category has grown significantly in the U.S., RPM has helped accelerate Riondo Prosecco’s rise. Prosecco is at the forefront of this sparkling wine boom, with producers and marketers competing to win share among fickle consumers, and they’re making progress. Value is growing ahead of volume according to both Nielsen and IRI data. Prosecco volume also continues to increase, with a range of 1.6 million to 2.25 million cases sold and a lift in revenue somewhere between 14.2% to 16.4% ($247 million to $347 million) in 2018.
Competition for Prosecco consumers is fierce; so, how can a relative newcomer grab share and cultivate consumer loyalty with a limited budget? That was the question RPM had to answer for Terlato Wines when the company acquired Riondo. Even with a limited budget, we needed to make an impact to get a foothold in the burgeoning category. RPM and Riondo turned to social channels with unique creative that stood out among the other brands and content that invited engagement with our core audience.
The result? Shanken News Daily, which provides exclusive news and research on the wine, spirits and beer business, recently called Riondo a “brand to watch” as it trends toward “hot brand” status. In fact, Riondo jumped 24% in 2018 to 192,000 cases sold, setting the pace for continued success.
RPM recently celebrated our 25th year, which means we’ve had a front row seat to seismic changes in how marketers market and consumers buy. From the dramatic shift of dollars to digital channels and heightened emphasis on consumer experience, to a hyper-focus on analytics and real-time optimization, our team has been running as fast as our industry’s been changing. We’ve witnessed the massive opportunity (and dollars) that boomers created, the challenge to reach the “middle children” in Gen X, me-me-me Millennials, and digital born Gen Z – who on average received their first mobile phone at age ten!
Consumers have become influencers and advocates, devices have become personal, and attention spans have become shorter. But that’s not all…marketers are more hard-pressed than ever to engage, remain transparent, and create personal experiences – all while being their authentic selves. And there’s more! A recent survey revealed that 31% of U.S. marketers believe that, in the next 30 years, robots will do much of the digital marketing they currently do.
So, what does the next 25 years hold for our clients and our agency team? While we don’t have a crystal ball, we’re looking forward to evaluating new channels, improved data applications and even more comprehensive analytics for our clients.
Gen Z is currently defined as by the Pew Research Center as being born in 1997 or later.
Here are some things to know about them:
1.) They have never lived without the internet. They are always online but feel overwhelmed by advertising on digital platforms.
2.) They like Instagram, Snapchat, and YouTube—but not Facebook or Twitter. (See pie chart below.)
3.) Any ads on these platforms need to be authentic and natural, using real people and real customer testimonials.
Most of Gen Z is not yet old enough to drink alcohol or gamble, and they may not yet have hit life-stage milestones such as buying a house or even a car. However, it’s never too early to think about how to best message newer generations as they age into a core demographic. For example, what currently works for A55+ may not be effective when Gen Z enters that age range.
As we look ahead, our teams continue to actively work with clients to understand the relative value of each cohort and how to most effectively message them in order to reach new audiences without sacrificing the current consumer.
In its “Digital Video Advertising Best Practices 2019” report, eMarketer recently shared a number of useful trends and information pertaining to any channels that serve up video advertising and content digitally: advanced TV (connected, addressable, programmatic); VOD; social; YouTube; full episode players; and programmatic, PMP, and publisher-direct video. Of note here are some best practices specific to digital video creative.
From the report:
“For mobile video in particular, moving the brand message to the front is important. And for direct-response brands where the video is driving an acquisition KPI [key performance indicator], putting that call to action right up front is critical. IAB did a study recently on mobile shoppable video, and that 3-second sweet spot is super important so that the consumer knows there’s an opportunity to engage. It might use a call-to-action like ‘shop now’ or ‘learn more,’ but putting that up front is a best practice.”
—Eric John, Deputy Director, Video, Interactive Advertising Bureau (IAB)
What’s our take on this? As production budgets allow, videos should be customized to the platform:
1.) Video ads should be short—ideally, not longer than 15 seconds, and consider shorter ads, such as 6-second ads when appropriate for the message and the platform
2.) The brand and CTA (call to action) need to be front loaded—unlike TV ads, where the critical information appears later in the ad, digital video ads should feature the logo, URL and/or CTA within the first three seconds of the ad starting because significant ad drop off can occur within four to five seconds of play.
3.) Don’t assume there will be sound—Closed captioning should be employed in case sound isn’t on. This function works best when captions are embedded into the creative asset itself, rather than relying on CC functions in platforms.
4.) Consider vertical video in the asset development process—Consumers generally do not want to have to turn their phones 90 degrees to what a video in full screen when in social platforms. Filming with vertical dimensions in mind can better enable content adaptability into tactics and platforms that use vertical video.
“Care to make it interesting?”
Ah, the question that triggers so many wagers among friends. When it comes time to back your team in the big game, it’s often done with a side bet of varying proportions.
Now, thanks to the repeal of the Professional and Amateur Sports Protection Act of 1992 (PASPA), casinos – and potentially racetracks, lotteries, card houses, and others – across the country can ask their players, “Care to make it interesting?”
Once the sole domain of Nevada, legalized sports wagering is now open to the discretion of each of the other 49 states. When the Supreme Court ruled in May of this year that PASPA conflicts with the Constitution’s Tenth Amendment that protects states’ rights, it put in motion what many casino operators are calling “a game-changer.”
Recognizing the potential impact on its Client-Partners in the gaming industry, RPM Advertising attended the second annual Sports Betting USA Conference in New York in late November. The conference addressed the myriad issues that could come via nationwide legalized sports wagering, including integrity of the games, partnerships between operators and leagues/teams, what’s in it for the players, fan engagement, issues specific to tribal casinos and racinos, and more.
To be sure, sports wagering is a huge market. One legislator at the conference estimated that the black market, i.e., illegal wagering made through bookies, is as much as $400 billion annually. Other estimates are much lower: $150 billion or $67 billion. Regardless, there are countless sports fans and bettors of all levels in every potential market, and the goal, according to both legislators and operators, is do it right, rather than to do it fast.
In addition to Nevada, as of December 2018, sports wagering has been legalized in New Jersey, Delaware, Mississippi, West Virginia, Pennsylvania, Rhode Island, and New Mexico (one tribal casino). Throughout 2019, other states are expected to join the list.
Key Takeaways from the Sports Betting USA Conference:
Mobile Wagering (especially app-based rather than online) Is the Future
Regardless of how big this market becomes, it was made abundantly clear that the vast majority of the wagering will be done via apps. Echoing the sentiment of many, one U.S. operator said, “You have to figure out mobile wagering to make money in sports betting.”
In-Game Betting
The most significant feature of mobile wagering is In-Game Betting, which is just what it sounds like – the ability for bettors to make wagers as the game progresses. Those are bets such as which team will score the next touchdown, which batter will get the next hit, how far will Tiger Woods hit his next drive, how many points will LeBron James score in the next quarter, etc.
Geo-Fencing
To make a bet using a mobile app, players must be in the state in which the app is operated, i.e., no interstate wagering. (In Mississippi, to use a mobile app, players actually must be at the casino to make the bet.)
It’s Off to a Great Start
New Jersey reported $25 million in legal wagers in September, and two casinos in Mississippi said the first few months of sports wagering was “far, far beyond expectations.” Additionally, the bettors skewed younger and tended to be new players, which expanded the casinos’ marketing databases.
by Rob Shannon
Remember back in 2015 when a speech at the Association of National Advertisers’ (ANA) annual media conference stoked the fire of mistrust between advertisers and media buying agencies? A speaker claimed that media buying agencies were not being transparent in their financial transactions and, as a result, advertisers were not realizing the revenues and discounts they were owed.
Fast forward three years and the issue of transparency continues to plague media agencies. Although the ANA and the American Association of Advertising Agencies (4A’s) formed a joint committee to address the issues of concern, the committee disbanded when neither organization would agree on standards for media audits.
Most recently, the topic of transparency once again captured attention in October when the ANA notified its members that the U.S. Federal Bureau of Investigation (FBI) asked the ANA to inform its members about the investigation. The ANA asked members to consider cooperating with the FBI investigation if they believed they might have been defrauded by their agencies.
Following a webinar for its members, a partner of the ANA’s general counsel developed a white paper to provide a historical perspective of the transparency issues impacting agencies and advertisers. It outlines the options that advertisers have to cooperate or not cooperate with the FBI.
What’s this mean for RPM clients?
Being a mid-sized independent agency not beholden to a large holding company or shareholders has its advantages. RPM remains independent and free to structure its business in a manner that is direct, honest and equitable to our clients. RPM is committed to being 100% transparent in all facets of our business, including media. We believe that complete transparency only strengthens our relationships with clients and we pride ourselves on open, honest and equal partnerships. The value to our clients is in presenting a completely unbiased, advertiser-centric view of media, data, and audience ecosystems.
You can download the white paper from the ANA and law firm Reed Smith here to learn more about the ANA’s activities with respect to transparency and media accountability and the FBI’s recent request.
by Jennifer Wiza