Copywriter: Matt Roberts, Group Account Director, YouCom Direct
At YouCom Direct we focus on something called ‘Design Personalisation’. We tailor client’s advertising to show accurate local content for stores, but we also have specifically designed adverts for a local audience and personalised messaging. These adverts have a design that is unlike anything you normally see in Yellow Pages or online and will create customer engagement to drive higher call volumes (as you can see from these images).
To understand the ROI from marketing design personalisation, we should first look at hospitality marketing. Hospitality is a collection of supplementary services that adds value to a purchase by treating customers like guests, providing amenities that anticipate the person’s needs during their interaction with the service/product provider. Hospitality marketing ensures employees treat customers as guests, greeting them with pleasure when meeting them for the first time and when old customers return. They are creating a personalised experience for each customer. This creates brand loyalty in a fractious marketplace. Pret do this very well.
A survey of 4,500 consumers by Market Force, asked consumers to rate their satisfaction with their last experience at a coffee shop and how likely they would be to recommend it to friends. The data was averaged to rate each company brand on a Composite Loyalty Index. Pret also rated the highest on seven of the eight critical drivers of satisfaction, primarily driven by ‘friendliness of staff’. Courtesy for customer’s needs extends to all forms of marketing communication. Face-to-face like in Pret, but also telephone and online interaction.
Brands realise that the customer lifecycle is more important than short-term sales and seek to build customer loyalty to gain repeat business and upsell opportunities. In the USA, hospitals make a lot of money from people because they don’t have a national health service free at point of use like in the UK. They know the reason most families start using a hospital is to give birth and with so many birthing centres and hospital, they face stiff competition. Stiff competition and a service/product that opens the door to further ‘sales’ opportunities will require hospitality marketing to make that service or product more personal to the customer.
To gain new customers, brands seeking to deliver hospitality marketing messages do so via data personalisation. According to an Econsultancy study, 74 percent of marketers know personalisation is good for business, yet the same study reveals only 19 percent of marketers are actually using personalisation. BMW improved sales conversion rates by 30 percent by personalising their media messages with customer’s first names. BMW know that your brand begins to have added value in the customer’s mind when you design the adverts to create engagement via tools such as personalisation.
The search for competitive advantage in mature industries will come down to not where you advertise but what and how you advertise. The creation of value-added services and supplementary services to make your product/service/brand stand out from the competition. Managers must be aware of selecting the right mix of supplementary services and the right agency will help you to do that. YouCom Direct won’t just list your store details on websites with high user numbers, we focus on ‘personalising’ your store data to become relevant to the customer on a local level. Good Design Personalisation is an effective form of local marketing.
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Data source: Survey by Market Force, a leading global customer intelligence solutions company.
Required reference: YouCom Direct News, Jun 2017, London, ‘Personalisation.’