If you are like me right now, you are probably wondering where this year has gone? I clearly remember the month of February, but since then it has all been a bit of a blur. Is that a sign of my age, or an indication of the future and how we do business nowadays? (Just quietly, I am hoping for the latter!)
How we do business (and in fact how we live our lives) has become all about instantaneous communication. The ever-evolving technology platforms and community attitudes towards sharing all good (and bad!) experiences, has affected (or will affect) how you do business with your customers, no matter the industry.
There was a marketing statistic we used to quote, ‘96 per cent of your customers won’t complain, they will just go elsewhere.’ While that philosophy is still in practice, gone are the days where the customer is unlikely to complain. Now customers share their thoughts with friends and strangers through immediacy platforms such as Twitter and Facebook. Rather than the term 'word of mouth', a more common phrase is now 'word of mouse'! Just in case you have not seen this before, there are now thousands of platforms throughout the world (and growing). Click Here to download your own conversation prism.
With this in mind, there has been a significant power shift from company to customer. This shift has caused significant nervousness for traditional marketers and businesses. Customers have a public avenue to be immediately critical and vocal (and also positive!) while directly experiencing a product or service. Businesses must be more aware of their customer interactions 'Touch Points' or ‘Moments of Truth’ with key influential segments if they want to retain and build customer loyalty.
All businesses have ‘moments of truth’. Moments of truth can have far reaching affects on your customers and how they 'see' and 'feel' about you. These ‘truths’ are in the eye of the beholder and can affect how customers perceive your brand. Truths can be formed from the smallest thing, such as how you answer the phone, how a waitress greets you and takes your order, to how your office entry looks. Identifying these moments of truth in your business and their relative impacts (both consciously and unconsciously) with your customers can be a powerful way to manage your brand and customer satisfaction. Managing moments of truth should also have a positive impact on how your customers talk about you and your business via these conversation platforms.
So what to do? Six tips to start...
Unfreeze your business or organisation's views regarding non-traditional media - there are significant opportunities (when the fit is right). A change in mindset is required to determine if this is the right fit for you.
Businesses should critically evaluate their key moments of truth, and their relative level of impact/significance. (Independently to ensure full disclosure.) It is important to note some truths that impact your business and customers can originate from external suppliers or partners, these should also be reviewed.
Prioritise the action plan based on the most significant moments of truth that are having a damaging affect on your brand and action accordingly.
Determine how you want the business or organisation to be positioned in the eyes of your influential customers in the future. This should then be linked to your strategic marketing objectives and tactics, target audiences and resourced accordingly.
Communicate internally to the team, about the moments of truth that are damaging your businesses success and what role they can individually play to improve.
Develop a social media policy and strategy. Begin implementing, where appropriate for your business and marketing objectives. (Make sure you are doing this for the right reasons and objectives - be specific.)
The reality is business continues to accelerate and customer conversations are following a similar pattern - they are more immediate, more viral and could be potentially more damaging. It's a great time to review how you interact with your customers to build loyalty and increase market share.
Nicolle Jenkins
Managing Director
Is it time to get social?
Social media platforms have been typically picked up quickly by B2C businesses, yet there are definitely some advantages in being in this space for the B2B industry. Following are some thoughts on why all businesses (no matter the industry) should consider social media as part of an integrated strategy.
Search Engine Optimisation (SEO) Links from social media are playing an increasingly important role in your site's search position.
Online checking
Whether you sell a widget or a service, research indicates 80% of consumer purchases start with an online search. For B2B that 'purchase' could be someone checking on your credentials, experience, or the company's values and brand presence before they chose to work with you.
Expectations
B2C and B2B customers expect you to be in this space (you just need to choose the 'right' space for your business). US based research indicates 60% of people spend time on a social network at least once a week. YouTube reaches 36% of all business decision makers. 93% of business buyers believe all companies should have a social media presence.
Timely feedback and data We often talk about being a 'learning' company or organisation, yet do we really want to learn? Social media can provide direct and timely data and consumer feedback. Businesses need to be prepared to listen to the good, and the bad, to improve.
The right marketing mix
Public relations should include an element of social media as part of an integrated strategic approach. Journalists have and will quote direct from Facebook pages. Which also means you need to have a policy established regarding the management and monitoring of your sites. Traditional PR methods are still important but should be part of a wider strategy/approach.
The Hub launches its corporate video
We live in a new era of customer engagement. Where communication advancements allow us to 'talk' with our customers and for our customers to talk with (and about) us. To truly engage, we need to cut through the clutter of communication and one tool to consider is the powerful medium of video.
With this in mind, here at The Hub, we practice what we preach - so find a comfy chair, a cool drink and sit back and relax and watch our new Hub video. We would love to hear what you think...
Welcome Jen!
Jen Calnan, has more than 14-years experience in marketing, communications and business development, including international roles in London and Sydney, across the financial and professional services industries.
Jen’s experience includes strategy development and implementation, communications, events management, research analysis, sponsorship and bid strategy planning.
She offers a distinctly consultative approach to client partnerships and is well-known for providing practical, yet strategic solutions based on her client’s business direction and audience profile. Jen is a proactive and focused individual who is committed to achieving success for her clients.
“I’m thrilled to be working for an organisation that has a real focus on achieving great outcomes for clients.” Jen said.
“Nicolle’s passion for her profession and her clients was a real draw card for me – I am really looking forward to working with her and the team here at The Hub.”
Welcome Simone!
Simone brings a range of skills to The Hub Marketing Communications team with a particular focus on copywriting, event management and coordination, research, public relations and communication strategies. She recognises the importance of innovation and provides insight into leading edge traditional and non-traditional media trends in the marketing industry.
Simone is currently completing her Bachelor of Commerce, specialising in marketing and public relations, at Curtin University. Her academic excellence was officially recognised by Curtin University when she was inducted into the Pro Vice-Chancellor’s Chapter, which consists of the top 5 per cent of undergraduate students at the Curtin Business School.
Simone has also completed a diverse range of internships with a variety of organisations including Centre Promotions, Scope Systems, Friends of the Environment and The Sunday Times (STM Magazine).
“I am grateful to begin my career with a dynamic and innovative firm like The Hub. The rich and diverse culture at The Hub is unique and every day is different and exciting.” Simone said.
The Hub Cares for Kids' Ears
Contesting tender applications from across Australia, The Hub was awarded a multi-million-dollar Federal Government contract aimed at reducing ear disease and hearing loss in Aboriginal and Torres Strait Islander children.
The campaign titled Care for Kids’ Ears is a major awareness and education program – driven by the alarming statistic that up to 91% of Aboriginal and Torres Straight Islander children in remote communities suffer middle ear infections (known as Otitis Media or OM).
The multi-faceted campaign includes the production of resource materials for teachers, early childhood groups, parents, carers and health professionals; as well as the implementation of tailored education programs for the most at-risk communities across Australia.
It is an absolute coup for all of us at The Hub to be awarded a contract of such social significance. We are very proud to be working on a project that will directly impact the health and wellbeing of Aboriginal and Torres Strait Islander communities and children for many years to come.
Nicolle, Dugald and Simone live there, Sonia went to school there, Jodie and Jen love eating there! So is it any wonder the team that took ‘em on at the City of Fremantle graphic design interview came home happy after securing a spot on the official design panel.
It was an exhaustive selection process, but like everything in life - the effort was worth the reward. We look forward to making our mark on the Freo locals with some innovative design creations in the coming months. Watch this space for more details!
“There were 11 design companies vying to work with the City of Fremantle of which they only selected five. We are pretty pleased that we are one of them,” Nic said.
“I love Freo, its mix of cultures, people and village type lifestyle – so I am sure we will further enhance their materials with some creative and functional design for the City of Fremantle team.”
Award Success
Many of you will remember we were recently announced as a finalist in the 2011 Telstra Business Awards in the small business and social responsibility categories. But what you may not know was Nicolle was also announced as a finalist in the 2011 Telstra Business Woman of the Year (Commonwealth Bank Business Owner of the Year category). With only four finalists selected in WA, we think our Nic’s done incredibly well to receive such high industry praise and acknowledgement.
Over the Top and out
After 10,100 kilometres and 67 days at sea, the two Jenkins brothers who travelled ‘over the top’ of Australia in a rubber ducky to raise funds for prostate cancer finally arrived home after eight weeks at sea.
Their epic adventure, which The Hub has been supporting since day one, raised an incredible $135,000 (and still counting!) for the Cancer Council Australia and prostate research. Not a bad effort from two blokes in their sixties who ‘just wanted to make a difference.’
As a co-founder of the event (and strong supporter since Nicolle’s dad, Peter Jenkins is a prostate cancer survivor), The Hub team worked incredibly hard to promote the event – managing the marketing, branding, design, sponsor management and public relations campaigns, as well as coordinating raffle sales across Australia.
With more than 100 media articles secured in Italy, Germany, Japan, UK and Australia; as well as lots of raffle ticket sales – the event has been a stunning success.
A very special mention to Heather McNeill and Ben Sandman, who both worked tirelessly on this campaign.
Hub working with NACC
The Hub Marketing Communications has won a tender with NACC (Northern Agricultural Catchments Council) to provide scoping research for the organisation’s future strategic plan.
Hub MD Nicolle Jenkins has already been to Geraldton, conducting extensive stakeholder interviews for the first stage of the project. After working with similar organisations like Rangelands NRM and South Coast NRM, NACC is a great fit for The Hub team. We look forward to working closely with CEO, Shelley Spriggs to help the organisation develop its long-term business and marketing communications plan.
“While we are working on the scoping project, the design team have also finished NACC’s Annual Report and a series of program posters and invitations,” Nic said.
“All the materials feature a fresh new design style which will feature in the new brand and style guide we are finalising for them.”
Some other new projects keeping us busy busy busy
Eureka Strategy – new logo, stationery, website and brochure.
Networking WA - new logo, stationery, website, signage, marketing and sponsorship materials content.
Prosperity Partners – one of The Hub’s long-term clients, they have been with us for 6 years!. We refreshed their full suite of client materials including a brochure, folder, file covers and dividers, copywriting, key message development, photo shoot and a new website.
Stubby Cubby – new website designed and copy written, logo, marketing materials, photo shoot, brochure copywriting, strapline development, product development and sales research.
Rural Health West – development of a student engagement strategy, marketing materials, video creation and social media applications.
WAGPET – appointed to facilitate a strategy development and values confirmation for the organisation.
City of Geraldton – refreshed the City’s logo.
Regional Lands and Development – appointment of The Hub to its design panel.
Wula Guda Nyinda Eco Adventures – updating the tour company’s brochure, copy and website.
In-touch
The Hub is on Facebook and we’d love you to come on board as a Hubster. Like us and we’ll keep you up-to-date with all the latest news and goings on from the Hubba Hubba office and other interesting information in the world of marketing, design and communications.
Santa has requested the assistance of the Hubsters to help his busy elves over the Christmas period. Due to this the Hubba Hubba office will be closed from Tuesday 20 December until Monday 3 January. We will return from the North Pole and re-open on Tuesday 4 January.
Safe holidays to all and Merry Christmas from Nic, Jen, Jodie, Simone and Dugald.
