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People Will Pay More

People Will Pay More

The Facts

Here in America, we’ve been ingrained that the best costs more. A Morton’s hamburger certainly costs more than a Wendy’ burger. A BMW costs more than a Chevy. A Montage room costs more than an entire Holiday Inn Express. These are easy comparisons. But price compare between a Montage room and a Four Seasons or a Ritz Carlton room along with the resort experience and it gets more grey than black & white.

Spiker Insights

For decades, there has been research and case histories supporting the theory that Share of Voice equals Share of Market. In other words, you spend more on advertising and grow your brand and it pays off. Delta over Jet Blue, Budweiser over Miller, Coke over Pepsi.

With increased financial investment in brands, it usually comes down to the stronger brand in your prospect’s mind. And that’s all attributed to effective marketing. People will pay more for a well-known brand. You see it at the grocery store every time you shop. Store brand ketchup as compared to Heinz. No comparison.

Brand building matters in this more price competitive world. People still buy from people they like and brands they trust. And an investment in your brand is well worth it.

Vail Has It Licked

Vail Has It Licked

The Facts

Vail Resorts is testing a chatbot they call “Emma” to help skiers get information on its multiple ski resorts. Emma can find information about topics including weather, lift status, terrain, parking, traffic, lessons and rentals. She will hand off conversations to a live agent if she can’t answer a question. Emma is 24/7 during the winter season.

Spiker Insights

Vail’s use of Emma is another sign that more companies in the travel, lodging and entertainment industry are developing technologies to provide stronger customer services through mobile devices for their on-the-go consumers.

About half of Americans claim they enjoy using chat platforms to get quick answers to their customer service questions. Still, there is the old guard consumers that prefer speaking to a human because chatbots don’t provide detailed answers they may be searching for.

But handing off more difficult conversations to a live agent, if Emma can’t answer a question, will increase customer satisfaction and expedite any backlog of consumer requests.

No More Mr. Nice Guy

No More Mr. Nice Guy

The Facts

In our opinion, the biggest mistake brands now make is neglecting to define their antagonist, their enemy, what they stand against. That’s where the creative and cultural tension comes from. That’s where marketers can make a stand. That’s where brands can break through the clutter of today’s marketing landscape and actually get noticed.

Spiker Insights

Think of the classic storytelling convention. Every story needs a villain. Why? Because without one, nothing happens. There would be no tension, no conflict, and, ultimately, no interest. Every story, every brand needs an enemy.

Enemies are not just competitors, although they can be. More often, they’re ideals that separate you from the competition. Staying at your resort results in better human connections and relationships rather than isolation and reading a good book all week.

Too many brands fall prey to what we like to call the “world peace” trap − they choose to stand for something totally benign and utterly unobjectionable, therefore something total generic and boring. It’s not being negative, we had enough of that this past election season. But knowing your enemy doesn’t mean being mean and negative. Most of you are simply too nice. Too traditional. Too timid.

In other words, if you’re truly standing up for something, then you must, by definition, also be standing up against something.

You Have 8 Seconds

You Have 8 Seconds

The Facts

We’re in a constant battle for attention. In today’s “always-on” world, the average human now loses focus within eight seconds, meaning we now have a shorter attention span than a goldfish. A gold fish? This translates to faster drop-off rates for everything marketing, storytelling and creating content.

Spiker Insights

How do you find the key to unlock these challenges? Our answer is Technology. Creators like us now have access to everything you used to only source from larger production companies who made the necessary financial investment to keep up with technology.

There are ways to expedite the creation process while still maintaining the look and feel of your brand. Knowing that peoples’ attention is limited and fleeting, how can you make sure that someone out there cares when they see your marketing? You will need to be thoughtful in your approach to each marketing channel − using your eight seconds of attention wisely.

We encourage you to hire creative people who know how to leverage technology. Technology is changing how we connect with our audiences and our prospects. You can’t afford not to change with it.

Make Great Content, Often

Make Great Content, Often

The Facts 

Forbes recently reported that 64% of consumers make a purchase after viewing a branded social video. Other studies agree − video is everywhere and it is a key business driver.

Spiker Insights

Video is quickly becoming the communication tool of choice for brands of all sizes. If you want to reach your audience effectively, you have to use video.

But just not any video. You need to create great content − but you have to create a lot of great content that’s relevant to your audience at a faster pace while maintaining your brand image and standards. We’ve seen lots of videos, and I wouldn’t show it to infants in daycare. Some are that bad.

Your goal should be to be insight-driven. That means zeroing in quickly on the clear takeaways that are actionable and will move the needle for your brand. Knowing what viewers or prospects are about, and more importantly, what they aren’t, will make sure that every message you invest in provides a return in the form of engaged viewers that care.