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    Digital Strategy

    Home Page Strategy.

    By
    Steve Poppe
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    I was on the Wells Fargo home page this morning, don’t ask, and counted the clickables above the fold.  There were 46. In my lifetime there is no way I’d be interested in 46 different pieces of information on banking from Wells Fargo or any bank for that matter. Imagine walking into a bank and having 46 questions? (Too many clicks, for those Bush Tetras fans.)

    The irony is that most bank home pages have a similar number of links. Citibank does a good job, providing only 18 clickables…on one of the cleaner pages in the category.

    I advocate using your home page to convey the company Is-Does and brand value. I recently had a major difference of opinion with a company over this approach. The executive team at regional (non-financial) brand with national aspirations and a changing business model, felt it more important to use the homepage as a navigational tool than to explain the complicated business it was in and what made it different. Similar to the bank approach, it organized upon the home page an array of things it thought customers would want, by target. It’s the “me” versus “you” argument I often have in reverse when discussing advertising. (Good ads are you focused, a good home page is me/brand focused.)

    Cory Treffiletti a really smart colleague once told me, “If you give customers too many choices they will make none.”   To that I will add, if you don’t tell people what you do and do differently than competition, they won’t make a choice. Certainly, not an informed choice that is.

    Even in a category as generic as banking – when simply removing confusion can be a differentiator – companies need to use their home page to convey their brand story, their soulful difference. Homepages that are simply navigation-driven are tofu and a lost, lost opportunity.  Peace!

    The New P?

    By
    Steve Poppe
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    The 4 Ps of marketing have always been sacrosanct. If you don’t take care of the Product, Price, Place and Promotion, you aren’t paying attention to the total marketing mix. You can certainly be successful without attending to all 4, but it won’t sustain. For the last 10 years I’ve had this gnawing feeling that the web has altered the 4Ps, but haven’t been able to put my finger on in. I’ve written how the web has collapsed the steps to a sale (awareness, interest, desire and action) into a single one-experience process — certainly a big change — but has it really changed the 4 Ps?

    I was reading a Slideshare by Translation’s John Greene today on disruption in the music business and landed on a point about “transaction”…which gave me pause. Readers who know my “Twitch Point Planning” thesis, know twitches used properly, can lead to or be transactions. Communications planners know the value of the transaction. Is it possible that transaction can replace the Place P? Place being the channel, e.g., the retail store, mail order, ecomm website, mobile device? Or should transaction be added to the 4Ps?

    As technology plays with place and pricing and makes purchases as convenient as a swipe, scan or click, the transaction may trump all other Ps. Are we as brand planners and comms planners thinking enough about the transaction? Thoughts me droogies?

    Peace!

     

     

    Newsday Strategy.

    By
    Steve Poppe
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    Over a decade ago, I wrote a creative brief for Newsday, a large metropolitan newspaper covering Long Island and Queens New York, using the insight “We know where you live.”   Newsday liked the notion but didn’t completely get the insight. They reframed it and turned the words into their tagline of many years “Newsday. It’s where you live.” 

    “We Know Where You Live” was meant to provide residents of Long Island  — a diverse, but captive audience – with a reason to buy the paper in addition to The New York Times…and in place of The New York Post and The NY Daily News. Many of LI’s hundred thousand plus train commuters buy these other 3 papers every day for world news and sports and “We Know Where You Live” was intended to make them feel a bit out of touch with their local community news and home lives. (Sneaky, but true.)  It was also a means to create greater loyalty among current readers.   

    This brand idea, if properly acculturated throughout Newsday, would have made every employee hypersensitive to providing an editorial experience that only a LI-based paper could deliver.  

    Fast forward to 2010 and the underperforming Newsday.com.  “We Know Where You Live”, though long gone, is still a powerful rallying cry for building online readership and participation.  The owners, architects and builders of the website, should be brainstorming how to deliver that experience. Instead, I submit, they are probably in brainstorming meetings chasing the latest social media twist, the next community promotion and the October program intended to build time on site. These are tactics, not strategy.  “How” is tactical. “Why” is strategic.  Newsday and Newsday.com need to revisit their brand strategy.  And let those 34 new reporters they’re hiring in on it. Peace!

    Homepages: On-claim and Fresh.

    By
    Steve Poppe
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    0

    When your homepage doesn’t deliver your brand strategy you’re making a mistake. Plain and simple.

    It’s okay to have a functional home page. In fact, it’s an imperative — with buttons for navigation, pictures of products and lifestyles, copy explaining what you sell (hopefully).  But if you don’t land a punch about your main brand value you are missing a most important messaging opportunity. Perhaps the most.

    With my little brand gambit “Brand Strategy Tarot Cards” I look at a company or product homepage to see what it conveys about the key brand value or claim, in What’s The Idea? parlance. In the digital age it’s très important.

    That’s not to say you must bang visitors over the head with the claim day after day, but you have to accommodate it. Coca-Cola is still about refreshment. They needn’t say the word, but should convey it on the homepage.

    There was a time when ads were your best image and brand building tool. Now it’s the homepage. And just as ads burn out, so do home pages. Update them regularly. Daily would be awesome. Weekly, best. Keep then on-claim and fresh.

    Peace.

     

     

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