I am a firm believer that while a great marketer is informed through data, he or she will also consult the gut for creativity during project implementation. As a B2B marketer, I am always looking at consumer focused marketing campaigns for such inspiration. I browse magazines, commercials, cosmetic branding, street art, album covers, email campaigns, and especially apps. Apps are specifically interesting to me — and here’s why. You are seeing companies, like The Coca-Cola Company, digitally transform their 130 year old customer base to consume core values, advertising, and product education in their interactive app, Coca-Cola Freestyle. To me, it’s inspiring to see legacy brands drive retention by mobilizing their customers and innovate brand consumption.
How are you curating your customer experience?
According to a new study conducted by Nielsen, 89% of media is consumed through mobile apps. How are you using your brand’s app to engage with your audience? Are you going where your customers are vs. making them come to you?
You can use the DoubleDutch app to provide customers a 365-days-a-year, community experience, available at their fingertips.
If you want to line up customer engagement with business outcomes, increase product adoption, have a high retention percentage, see contracts upsell, and build a community of true advocates — try leveraging DoubleDutch 365 days a year to ensure this happens. Here are 5 easy ways you can engage and motivate your customers using DoubleDutch, year round.
Make Sure It’s 365 — Many event professionals experience an event and then, in the blink of an eye, it’s over. With a 365 app, you can engage your event attendees daily, maintaining a strong community year over year, and give them exclusive access to brand content. All you need to do is contact your account manager to talk about the 365 app, and use the following four ideas to give your customers an incredible, and unique experience.
Exclusive Content — The whole reason we do events, such as user conferences and customer advisory boards, is to flatten the wall between the brand and our user community. The closer they feel to the brand rather than being a passive participant, the faster deals and upsells are won — leading to membership renewal and the genesis of true advocates. By releasing exclusive content to your 365-app, you are allowing users to experience your brand no matter what they are doing, and where they are in the world. A few content ideas:
- What’s New — Share blog posts & press releases specifically surrounding your product, large announcements, and from your executives! Don’t allow your customers to ever have to dig for the good stuff. Use push notifications to alert your audience.
- Sneak Peaks — I recently finished our inaugural DoubleDutch Customer Advisory Board. After the event was over, we leaked small screen shots of our new website to CAB members to get them excited about the new branding — even before our own employees saw it!
- Videos — Share newly edited videos within your customer app, before the rest of the world gets to see them.
- Success Stories — If you share the success of your members, it will make everyone feel as if they can do it too. From there, new use cases and evangelists will naturally emerge.
Gamify It — There are a couple ways you could do this using the Live Engagement Studio to measure participation. You have to give the customer something to come back to. Using the leaderboard to award participation, here are a few brainstormed ideas you can quickly execute on:
- Monthly, Quarterly, Annual Leader — Dig a little deeper, with the DoubleDutch Studio, to identify the most active participant in your set time frame. Send an email to all of your users highlighting the winners, and make sure you follow up with some cool swag!
- 5 Best New Users — Give your newest, but strongest members awards too. Adoption will be natural if you can gamify for the newbies in addition to existing members.
- Photo Contests — Have members complete different photo challenges and create polls to allow users to vote on the best photo. This might be a photo with their pet, wearing your company swag, or a #SeatmateSelfie.
Seed It — Would you show up to your booth having done zero promotional work before the show? Would you only send one email inviting members to your annual association event? I guarantee you’re saying no. Like any good community manager, you have to seed the conversations, especially when you’re first getting started. Here are a few ways to encourage engagement:
- Send Surveys and Polls — Post event surveys are great, but what other surveys can you send? How about “what do you expect to get out of this event?” or, “what is your favorite feature in our product?” Anything to keep them coming back in, but I recommend a blend of fun and fact.
- Ask Compelling Questions — Don’t be afraid to ask for honest feedback on your product/company in the app. Your customers are your allies.
- Post a Customer/Member Spotlight — Given they are okay with it, spotlight one of your customers with their headshot and a few facts about why he/she is a total rockstar!
- Open Up Topic Channels — Allow your customers to engage in segmented groups based off of a specific talking point. Channel ideas include: new product features, a meetup section, or use-case sharing. Options are endless, but I recommend getting these set up and seeding conversations in them so they act like mini focus groups within your community.
Use Notifications — You can use DoubleDutch to communicate with your customers in the same way. Go beyond the typical “Alert: New Survey” and really encourage those “Slide to View” thumbs to take action. You can even segment user groups in the Studio to send targeted content based on specific lists such as ABM accounts, executive contacts, Top of Funnel leads, etc. Think of push notifications as a way to grab your customer's attention.
Here are a few ideas to get your started:
- Count Down To…
- 10 Ways You Can…
- It’s Official…(product announcement)
- You Can’t Miss This Blog From...
- 5 Things You Shouldn’t…
So there you have it! You can use the skills you have gained designing and managing the amazing app and extend its life, year after year! Start by reaching out to your Account Manager in regards to the 365 platform and take these 5 steps towards a more engaged customer base.
How are you flattening the wall between customers and brand today? Use #EventProf and @DoubleDutch on Twitter to share your ideas!