What is your brand doing to stop your customers from leaving before they actually do?
"66% of consumers switched brands or business due to poor customer service last year. Some 82% of those who switched said the brand could have done something to stop them."
(Accenture, November 2013)
This is why you need to consider the entire ecosystem when activating a sponsorship. How are you training both activators and influencers as part of your sponsorship activation program?
Microsoft is paying a lot of money to have NFL coaches and players use its Surface tablet. But the announcers keep calling it something else.
As marketers, we’re in the persuasion business, yet psychology and science rarely enter the conversation.
Doesn’t this seem strange?
If we want to become more effective at changing consumer behaviour, why don’t we delve deeper into behavioural economics? Or gain a clearer understanding of what attention is, and how it works, so that we can help brands “cut-through” the clutter?
We live in a time of great advances in many different fields. This is creating a new reality for brands, and a deeper understanding of the unconscious forces that shape how we think, feel and behave. It simply makes sense to combine these forces with people’s inherent desire for stimulation and engagement to create better experiences for brands.
At Jack, we’re not cognitive scientists; we’re in the business of creative communications. But we do use science to better connect people to brands. We’ve been codifying and distilling the research available, so that we can build better experiences by applying these insights in a systematic way.
We call this approach experiential coding. Read the full white paper here.
Prankvertising: it’s basically Candid Camera with a packshot at the end, isn’t it? But - done right - it’s endlessly entertaining. And it’s not (just) schadenfreude. It’s because we never get tired of seeing genuine reactions and emotions. Real people, in real places, experiencing real things.
With that in mind, here’s ‘Fins-bury Shark’ - a brilliantly simple activation to promote Discovery Channel’s #SharkWeekUK.
March of 2015 marks the date for the next South By South West festival for Music, Film and Interactive and Jack would like to be there!
This year we’re excited to have three different panel submissions for the event, but 30% of the selection process is through public votes, so we need your help.
OK, I’m all for branding but this just feels wrong in so many ways. Imagine the possibilities - ad supported fire hydrants (Iams), fire hoses (Smart Water), axes (Lowe’s)… Then again, maybe I’m thinking about it the wrong way. For the right brand (Fenway Franks, say) it could be marv-e-lous.
Here’s a selling point from their pitch: “Code 3 lights and sirens command impressions like nothing else!”
The right message, to the right person, at the right time: it’s the ultimate goal of marketing and comms. And Cancerfonden (the Swedish Cancer Society) have hit the nail firmly on the head with this clever activation.
Melanoma cases have doubled since 2000, which they think is due to Swedes remembering to cover up on holiday but forgetting to do so at home. So they created a shaded area for people.
But there’s more: it’s also a soccer pitch…and the field of play is marked out by lines of sunlight that are only visible between 11am and 3pm. To put it another way: the moment the message is relevant, the activation comes to life. And by creating a place to play, they’ve given people a compelling reason to step out of the sun - an experiential pull, not an above-the-line push. ‘The medium is the message’, as Malcolm McLuhan would say.
The value of cu$tomer experience. Helping to build the case that creating an experience your customers value feeds the bottom line, a recent study by Medallia reports some impressive numbers. They ran their model against both subscription- and transaction-based businesses to show that higher customer experience scores correlated highly with greater spend and loyalty. And while the results focus on top line growth, they also found significant evidence supporting the idea that delivering better customer experiences actually result in LOWER costs due to savings on customer service, returns, churn, and other things associated with less-than-stellar experiences.
In honor of Jack Morton’s 75th anniversary, we’ve been challenged to participate in a Day to Do: a day for all Jack Morton employees to do an activity of their choosing to help out their community or grow as professionals.
Some of us in New York wanted to use this time to become the “agency for a day” for a budding, NYC-based start-up. We’ll apply our expertise to solving their brand’s problems, helping to inform actual solutions and make a difference in the business.
If you’re a start-up in NYC and want to be considered for this project, shoot us an email at firstname.lastname@example.org or email@example.com, with the following:
Number of employees:
2 Sentences about why you want our help:
We’ll tailor our offering to the needs of the selected start-up, but here are some thought-starters:
We could provide…
Hello, it’s nice to meat you. We often get compliments on our business cards because they have pics of us posing with different whimsical things that in some way define us (or not). But business cards made from beef jerky and lasered with your personal info - Brilliant! Perfect, memorable memento for your next, ahem, meat and greet.