JulyAugust 2023

MASTERING THE THREE PʼS OF

MARKETING

SPOTLIGHTS

Five Must Haves In Digital Consumer Experiences

By Lisa Apolinski

Here’s a not so surprising fact: according to HubSpot, 65 per cent of consumers state that the experience they encounter on a website is a “very important” factor in recommending a brand.

If that stat is not enough, HubSpot also reported that 75 per cent of consumers expect new technologies to be used to create memorable and better experiences.

e bottom line should be crystal clear: if companies do not invest in the digital consumer experience, there is a potential risk of losing customers and valuable market share.

So what are the most important elements to the digital consumer experience?

While there are many factors to consider, these ve must-haves are non-negotiable when aiming to create memorable digital experiences for customers.

Mastering The Three P’s of Video Content Marketing

By Patrick McGowan

Video content marketing is about story. e videos you create—live or recorded—must be in service of this story. Your video content marketing (in support of your digital content strategy) includes how you show up on video meetings, the video shorts you post, even the production value of your video e-learning modules. It addresses the question of whether you need to be on TikTok and why this genre of video may not be e ective on LinkedIn.

Expert advice alone is not enough.

Whether your video is a talking head (which most are) or a montage, one trap to avoid is shiny technology syndrome. e issue is not about what camera you use but how human you are on camera.

In order to master your video content marketing, you need to focus on the ree P’s: Preparation, Positioning, and Punch.

The digital experiences your customers and prospects have with your company is a growing factor in converting them into loyal, repeat clientelle.

July/August 2023 - Volume 30, Issue 4

ONLINE EDITION www.imprintcanada.com/magazine

Not a Blame Game

Just before our great country’s 156th birthday, our population surpassed 40 million. In 2021, the Canadian Census Bureau observed that almost one in four people in Canada were a landed immigrant or permanent resident in Canada. Based on Statistics Canada’s recent population projections, immigrants could represent up to 34 per cent of the population of Canada by 2041.

Given Canada’s aging demographic and labour force shortages, the economy would not be able to sustain notable growth if it weren’t for the in ux of newcomers, even though this growth comes at a time when many municipalities are grappling with housing shortages and a ordability challenges.

Most of the recent skepticism surrounding immigration stems from a fear that the large in ux of newcomers will only make two of the country’s most de ning current crises worse: housing a ordability and health-care shortages.

High immigration didn’t cause these problems. Culturally, immigrants provide innovation and vitality to Canadian society.

In fact, a steady stream of foreign-born doctors and home builders probably helped to alleviate them. A Stats Canada report in 2021 revealed the following contributions by immigrants in top economic sectors:

• over 36 per cent work in the food services & hospitality sector

• almost 38 per cent work in the transportation and warehousing sector

• over 34 per cent work in professional, scienti c and technical services

• over 20 per cent work in construction

In March, a poll by the Institute for Canadian Citizenship (ICC) found that among recent university-educated immigrants to Canada, nearly a quarter were already laying plans to leave.

For our economy to sustainably grow, all levels of government must take measures to address the housing crisis and not just point a nger to their bigger level of government to come up with solutions.

If our housing and health care capacity do not grow to meet the demands of our increasing population, then we should all anticipate that, sooner than later, more immigrants will leave our country to seek greener pastures elsewhere. Where will that leave Canadian businesses?

NEW PRODUCT SPOTLIGHTS

14 WEARABLES S HOWCASE

20 A DVERTISING S PECIALTY S HOWCASE

28 S UPPLIES & EQUIPMENT S HOWCASE

PUBLISHER

Tony Muccilli : tony@imprintcanada.com

PRODUCTION MANAGEMENT

Adriano Aldini : news@imprintcanada.com

CONTRIBUTORS

Lisa Apolinski, Patrick McGowan

Imprint Canada is published six times per year by Tristan Communications Ltd. e contents of this publication may not be reproduced either in part or in whole without the consent of the copyright owner. e views expressed in this publication are not necessarily those of the publisher. Request for missing issues are not accepted a er three months from the date of publication.

MARKETING COORDINATOR

Steve Silva : feedback@imprintcanada.com

ADVERTISING S ALES

Tony Muccilli (Toronto) Tel: (905) 856-2600 Fax: (905) 856-2667

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Video Content Marketing, continued from Page 1

Preparation

Today, video is how you do business. Whether you like it or not, it’s a video- rst market, which means you need to command the screen. You want to show up on video with power, presence, and credibility.

It’s likely your video meetings with prospects and customers remain an untapped and under resourced marketing opportunity. Both 2020 and 2021 proved to be the waiting years—everyone waiting for the pandemic and waiting for video meetings to go away.

e actor Phillip Seymour Ho man used to prepare for the smallest roles with intensity and rigor. His friend, Ethan Hawke, recounted how Ho man would dig into the minutest detail of the character: “Who was that guy? What does he have in his pocket? How did he get the job? Why does he do this dumb thing?”

e path to power, presence, and credibility means knowing your story. Just as it was important for Phillip Seymour Ho man to create a three-dimensional person out of a two-dimensional character, the same is true for you.

How you show up on video speaks volumes about you and your brand.

Positioning

e market is loud, crowded, and noisy. To be seen and heard takes work. Because your job is to create a customer, getting their attention is step one. is means you want to know your audience and what makes you unique.

It doesn’t get any simpler. What’s di cult is becoming comfortable with discomfort. You know you’re doing things right when your positioning feels uncomfortably narrow.

is will make producing video content easier, though, because it leads to the genuine expression of your positioning. When you have in mind who you want to reach and the story you want to tell them, the production process (from inception to nal approval) becomes more doable, even enjoyable.

Attention is the result of creating a video which stands out. As a result, you rise above the masses. As lm director, Steve Stockman, said about video, “If it’s not good, it’s o .”

Positioning drives the creation of videos people want to watch. is gives you a competitive edge.

Punch

Your camera equipment is there to elevate and amplify your story. It punches up your preparation and positioning. ere are no hacks.

Now, you may not need any new equipment. A smartphone might be the right choice. What camera you use should support the story you want to tell.

When you look better on camera, you feel better. And when you feel better, you generally perform better. It’s what scientists call enrobed cognition. Or what the rest of us might call dressing for success. e right camera is the new power suit.

Amplify your power, presence, and credibility with the right camera once you’ve prepared yourself and pos-

itioned your personal brand.

Conclusion.

You are most likely already creating video content. Many, though, continue to de ne video content marketing by what gets recorded. In our video- rst market, this is shortsighted.

All video, both live and recorded, is video content marketing. It’s also how we do business, which means it needs to be visually on brand and on message. You can be just as in uential on camera as you are in person, but it takes preparation, positioning, and punch.

It is hard to get people’s attention. is is why integrat-

ing ALL video into your digital content marketing strategy makes sense. You have one opportunity to make a memorable impression—and on video it’s instantaneous.

Everything you do on video is in service of the story. Make sure it’s the right one.

About the Author:

Patrick

How you show up on video speaks volumes about you and your brand. You want to show up on video with power, presence, and credibility.

McGowan, MBA, consults, trains, and coaches business executives and teams to have more power, presence, and credibility on-camera in a video- rst market. He pulls together threedecades in marketing, innovation, and leadership. McGowan started Punchn to address the challenges and insecurities we all face when on camera. He is the author of “Across the Lens: How Your Zoom Presence Will Make or Break Your Success.” Please visit www.punchn.io.

Digital Experiences, continued from Page 1

Must Have #1: Answer The Need Of The Consumer

ere is a temptation by organizations to choose new technologies that internal sta think are great, but have no impact on the consumer experience. Even worse, some new additions to current technologies can make the digital consumer experience worse or more complicated.

When considering adding new technologies, look at what the consumer experiences currently are. en determine whether the new technology addresses a speci c need or improves on the existing experience.

If those needs are not being addressed, it may be better to continue that new technology search.

Must Have #2: Make It Measurable

ere is a great way to determine the impact of a new technology on the digital consumer experience: make sure measurements and Key Performance Indicators (KPIs) are set up to determine whether the technology has actually impacted the digital experience for the consumer.

Yes, the customer experience can be challenging to quantify, but there can be data parameters put into place to make that quanti cation easier. ese measurements can be:

• how quickly a consumer gets to a completed action on your website;

• how easily information can be accessed (how many pages need to be navigated to get to the desired content)

• how o en information is accessed, or even what options are available for additional contact (chat box, form, email or phone).

Take the time to establish what your KPIs need to be and then track them to determine whether the technology has actually impacted the digital experience for the consumer.

Must Have #3: Keep Changes Simple

When it comes to adding in new technologies, make one change at a time.

is is important for several reasons: Too drastic of a change could impact how well the technology can be integrated into current platforms and cause current technologies to malfunction.

Introducing several changes at once can also make it di cult to determine what change caused an improvement in the experience. It also can make the consumer feel overwhelmed with the new experience.

Even new technologies that improve the digital experience could be rejected by the visitor if there are too many changes at once. Be patient and do smaller and simpler changes over a period of time.

Must Have #4: Understand Long Term Impact

Changes to technologies can have longer types of impact.

is goes beyond the digital consumer experience and can a ect whether a company can incorporate future changes and new technologies coming on the horizon.

When reviewing new technologies, are there options to modify or alter the technology so that the investment can grow and pivot with changes in the business, the economy or the consumer?

Also, will the organization providing the technology be in business in a year, two years or ve years? Can someone else, like a third-party vendor or internal IT team, support the technology if something were to happen?

Understanding the cascading e ects of choosing a new technology is vital.

Must Have #5: When In Doubt, Ask.

ere is no cost to a conversation. When there is any doubt, simply ask. Not sure what needs customers have?

Do a poll or focus group and nd out how they use the current technology and what improvements could be made. Wondering if a new potential technology is easy to implement and doesn’t have any potential pitfalls?

Request references and ask hard questions about their experience, the implementation process and the impact of the technology. is also goes for internal sta and asking how the technology may a ect their department.

Bringing all stakeholders to the table is worth the e ort. Take the time to gather information before implementation to remove unnecessary headaches. By having this additional information, better decisions can be made on what technology is chosen and how e ective it can be.

Digital consumer experiences are more important than ever, and adding new technologies can enhance those experiences. With the focus on these must haves, companies can implement the right technology at the right time and help the consumer experience their brand in new and exciting ways.

According to HubSpot, 65 percent of consumers state that the experience they encounter on a website is a “very important” factor in recommending a brand.

Digital consumer experiences are more important than ever. Companies can implement the right technology at the right time and help the consumer experience their brand in new and exciting ways.

When it comes to adding in new technologies, make one change at a time; understanding the cascading effects of choosing a new technology is vital to success.

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