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First of all…
CUSTOMERS AREN’T SITTING
AROUND WAITING FOR YOU TO
DUMP YOUR MESSAGE ON THEM
SALES FUNNELS
SUCK
STOP
DUMPING
ON YOUR
CUSTOMERS
YOUR MESSAGE
YOUR CUSTOMERS
DO STUFF
(SOMETIMES)
FACT:
COMPLIMENT THEIR
IMAGE OF THEMSELVES
YOUR GOAL:
*THIS IS TOTALLY AN HOMAGE TO TOM GAULD
YOUR AD SHOULD BE
“THAT ONE WITH
THE THING”
MAKE A CONDUIT BETWEEN YOU AND THE CLIENT
YOU MIGHT THINK
“ERGONOMIC
ADVERTISING” IS
LIKE THIS:
ERGONOMIC DOESN’T MEAN
FORCING THE AUDIENCE INTO RIGID
DEFINITIONS OF WHAT THEY LIKE TO
DO AND HOW THEY LIKE TO DO IT
IN TRUTH,
YOU HAVE TO
FIND YOUR
AUDIENCE’S
GROOVE
FIT INTO THEIR
LIFE, HANG OUT
WITH THEM
WHEREVER
THEY ARE
WHAT IS ERGONOMIC ADVERTISING?
ADVERTISING THAT IS INTENDED TO PROVIDE
OPTIMUM VALUE TO THE CUSTOMER AND TO
AVOID SEEMING INTRUSIVE
WHAT ARE MICRO CAMPAIGNS?
A COLLECTION OF SMALL,
TARGETED CAMPAIGNS CREATED THAT INSTALL
STRONG EMOTIONAL RESPONSE
HOW DO YOU TRACK SOMETHING SMALL?
-TRACK THE COLLECTION, NOT THE INDIVIDUAL PIECES
-HAVE A CLEAR GOAL BEFORE SETTING OUT
• SALES
• TRAFFIC
• CONVERSATIONS (LIKES/TWEETS/COMMENTS/EMAILS)
-MAKE FIVE OR MORE THINGS
-MEASURE A RANGE OF TIME
WPI VS. WPI
CALL ME MAYBE? WHAT ARE YOU DOING FOR REUNIONS?
• 900 Views
• Can’t track how long viewers
watched, unclear if message (URL)
was delivered
• Potentially 4% reach 
EMAIL LIST: 20,000
• 2,000 unique views across all the videos
• 87-96% engagement rate
• 10% of audience reached
MOST POPULAR
REFERENCING ALUMNI PROJECT = HIGHEST ENGAGEMENT
• 751 plays
• Special content: WPI
alumni made up
some of the Curiosity
Rover team
• 95% engagement
CLICK IMAGE TO
VIEW VIDEO
GENERIC STORY / SPECIFIC TECHNIQUE: AMAZON
• 4 years old
• 10-18,000 views on
two Amazon Youtube
channels
• Top 100 videos on
Amazon’s main
channel
• Story dictated by
client, but technique
based on classic
holiday images
CLICK IMAGE TO
VIEW VIDEO
OUR BEST EMAIL CAMPAIGN: A MOVIE NO ONE WATCHES
A/B Test Results
• 19-35% open rate (industry average 18%)
• 4.9-6.7% click rate (industry is 2.15%)
• Videos are broken down into smaller and
smaller packets to get the key words
delivered without watching the actual video
• Goal is sales via conversations: “OMG, I didn’t
know you could do all that in 48 hours.”
OUR BEST EMAIL CAMPAIGN: A MOVIE NO ONE WATCHES
VIDEO
KEY CONCEPT (FAST)
48 HOURS + CHALLENGE + WEEKEND
DELIVERY
FACEBOOK + EMAIL + TWITTER + GIFS + STILLS
HOURS WATCHED
TOTAL PLAYS X VIDEO LENGTH
**ENGAGEMENT RATE DEFINITION FROM WISTIA
=
GOAL IS
85%-95%
ENGAGEMENT RATE (FOR VIDEO)
VIDEO IS LINEAR. WITH MOST CALLS TO ACTION AT THE END, YOU NEED TO
KEEP YOUR AUDIENCE WATCHING FOR AS LONG AS POSSIBLE
DON’T BE AFRAID OF MAKING
SOMETHING “BAD”
REPLACE YOUR BAD THING
WITH 2 GOOD THINGS
I WANT YOU
TO BE GOOD
AT THREE
THINGS BY
THE END…
DISCOVER WHO
YOUR CLIENT IS
WHAT IS YOUR
CLIENT DOING?
START A
CONVERSATION
I’M GOING TO GIVE YOU A
MARKETING “GAME TEMPLATE”
INSTEAD OF APPROACHING YOUR MARKETING
LIKE YOUR OPUS, THINK OF IT MORE LIKE AN
IMPROV JAZZ SESSION
• Favorite actor/actress
• Favorite color
• #1 track in their playlist
• Favorite beverage
• Guilty pleasure?
• Most comfortable shoes
• Last movie they liked
• Grumpy Cat
• Doge
• Little Bub
• Favorite vacation spot
• Are they political?
• Do they exercise?
• Do they wish they exercised?
• Star Trek vs. Star Wars
• ST and SW are for nerds
• Kirk vs. Picard
• Favorite meme
• Loves Ghost emoji
• Smiling poo emoji fan
• Snapchat or Tinder?
• Tea or Coffee?
• Excited by movie trailers
HAVE A PROCESS TO DISCOVER WHO
YOUR CLIENT IS OFFLINE AND ONLINE
DO SOME RESEARCH, PICK FIVE THINGS YOU KNOW ABOUT YOUR CLIENT
THROW OUT AGE, GENDER, AND INCOME—IT’S ALL ABOUT STAR WARS VS. STAR TREK
• Yoga enthusiast
• Crossfit master
• Stay at home with a book
• Go out on a Saturday night
• Volunteers their time
• Donates to Red Cross
• Jon Stewart is the best
• Stephen Colbert is the best
• Godzilla fan
• Family centric
• Single and loving it
BEFORE YOUR AD
• Bored at work
• Chilling at home
• Hanging with family
• Rushing to work
• Waiting on the train
• In the bathroom (no judging)
• At school
• Doing laundry
• Cooking
• Driving
• Out with friends
• On a date
• Doing homework
AFTER YOUR AD
• Laughs
• Cries
• Sends their mom flowers
• Calls their dad
• Shares with friends
• Makes food
• Makes home repairs
• Volunteers their time
• Posts on social media
• Gets angry
• Shops online
• Fact checks you
WHAT IS YOUR CLIENT DOING/GOING TO DO?
IF YOU’RE GOING TO SHOW YOUR CUSTOMER AN ADVERTISEMENT, YOU HAVE TO KNOW
WHERE THEY ALREADY ARE, AND WHERE THEY’RE GOING AFTER THEY ENCOUNTER YOU.
HOW LONG DO THEY REMEMBER YOUR AD?
• 3-5 minutes
• Till dinner time
• A whole day
• A week
• A year
NEWSLETTER
• Daily
• Weekly
• Monthly
• Quarterly
PICK THREE STANDARDS
• Facebook
• Twitter
• Youtube
• LinkedIn
• Instagram
• Google +
WHERE ARE YOU SOCIALIZING?
THERE ARE SO MANY SOCIAL MEDIA PLATFORMS.
HOW DO YOU EFFECTIVELY USE YOUR TIME?
PICK ONE WILD CARD
• Tumblr
• Snapchat
• Pinterest
• Blogger
• Vine
• Periscope
• Reddit
• Flicker
• Vimeo
• Yahoo
• Hulu
• Tindr
• Quora
• Yelp
FINAL THOUGHTS
USE SPECIFIC RATHER THAN GENERIC
STATEMENTS
RESEARCH YOUR CUSTOMERS
HAVE A GOAL
KEEP IT SMALL, USE SIMPLE
STATEMENTS.
HAVE A TIMELINE
MAKE IT FUN FOR YOU AND THEM
EVERYONE MAKES SOMETHING BAD
MEL RAINSBERGER
@THEYUSETOOLS

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Designing Micro Experiences

  • 1.
  • 3. CUSTOMERS AREN’T SITTING AROUND WAITING FOR YOU TO DUMP YOUR MESSAGE ON THEM SALES FUNNELS SUCK
  • 6. COMPLIMENT THEIR IMAGE OF THEMSELVES YOUR GOAL: *THIS IS TOTALLY AN HOMAGE TO TOM GAULD
  • 7. YOUR AD SHOULD BE “THAT ONE WITH THE THING”
  • 8. MAKE A CONDUIT BETWEEN YOU AND THE CLIENT
  • 9. YOU MIGHT THINK “ERGONOMIC ADVERTISING” IS LIKE THIS: ERGONOMIC DOESN’T MEAN FORCING THE AUDIENCE INTO RIGID DEFINITIONS OF WHAT THEY LIKE TO DO AND HOW THEY LIKE TO DO IT
  • 10. IN TRUTH, YOU HAVE TO FIND YOUR AUDIENCE’S GROOVE FIT INTO THEIR LIFE, HANG OUT WITH THEM WHEREVER THEY ARE
  • 11. WHAT IS ERGONOMIC ADVERTISING? ADVERTISING THAT IS INTENDED TO PROVIDE OPTIMUM VALUE TO THE CUSTOMER AND TO AVOID SEEMING INTRUSIVE
  • 12. WHAT ARE MICRO CAMPAIGNS? A COLLECTION OF SMALL, TARGETED CAMPAIGNS CREATED THAT INSTALL STRONG EMOTIONAL RESPONSE
  • 13. HOW DO YOU TRACK SOMETHING SMALL? -TRACK THE COLLECTION, NOT THE INDIVIDUAL PIECES -HAVE A CLEAR GOAL BEFORE SETTING OUT • SALES • TRAFFIC • CONVERSATIONS (LIKES/TWEETS/COMMENTS/EMAILS) -MAKE FIVE OR MORE THINGS -MEASURE A RANGE OF TIME
  • 14. WPI VS. WPI CALL ME MAYBE? WHAT ARE YOU DOING FOR REUNIONS? • 900 Views • Can’t track how long viewers watched, unclear if message (URL) was delivered • Potentially 4% reach  EMAIL LIST: 20,000 • 2,000 unique views across all the videos • 87-96% engagement rate • 10% of audience reached
  • 15. MOST POPULAR REFERENCING ALUMNI PROJECT = HIGHEST ENGAGEMENT • 751 plays • Special content: WPI alumni made up some of the Curiosity Rover team • 95% engagement CLICK IMAGE TO VIEW VIDEO
  • 16. GENERIC STORY / SPECIFIC TECHNIQUE: AMAZON • 4 years old • 10-18,000 views on two Amazon Youtube channels • Top 100 videos on Amazon’s main channel • Story dictated by client, but technique based on classic holiday images CLICK IMAGE TO VIEW VIDEO
  • 17. OUR BEST EMAIL CAMPAIGN: A MOVIE NO ONE WATCHES A/B Test Results • 19-35% open rate (industry average 18%) • 4.9-6.7% click rate (industry is 2.15%) • Videos are broken down into smaller and smaller packets to get the key words delivered without watching the actual video • Goal is sales via conversations: “OMG, I didn’t know you could do all that in 48 hours.”
  • 18. OUR BEST EMAIL CAMPAIGN: A MOVIE NO ONE WATCHES VIDEO KEY CONCEPT (FAST) 48 HOURS + CHALLENGE + WEEKEND DELIVERY FACEBOOK + EMAIL + TWITTER + GIFS + STILLS
  • 19. HOURS WATCHED TOTAL PLAYS X VIDEO LENGTH **ENGAGEMENT RATE DEFINITION FROM WISTIA = GOAL IS 85%-95% ENGAGEMENT RATE (FOR VIDEO) VIDEO IS LINEAR. WITH MOST CALLS TO ACTION AT THE END, YOU NEED TO KEEP YOUR AUDIENCE WATCHING FOR AS LONG AS POSSIBLE
  • 20. DON’T BE AFRAID OF MAKING SOMETHING “BAD” REPLACE YOUR BAD THING WITH 2 GOOD THINGS
  • 21. I WANT YOU TO BE GOOD AT THREE THINGS BY THE END…
  • 25. I’M GOING TO GIVE YOU A MARKETING “GAME TEMPLATE” INSTEAD OF APPROACHING YOUR MARKETING LIKE YOUR OPUS, THINK OF IT MORE LIKE AN IMPROV JAZZ SESSION
  • 26. • Favorite actor/actress • Favorite color • #1 track in their playlist • Favorite beverage • Guilty pleasure? • Most comfortable shoes • Last movie they liked • Grumpy Cat • Doge • Little Bub • Favorite vacation spot • Are they political? • Do they exercise? • Do they wish they exercised? • Star Trek vs. Star Wars • ST and SW are for nerds • Kirk vs. Picard • Favorite meme • Loves Ghost emoji • Smiling poo emoji fan • Snapchat or Tinder? • Tea or Coffee? • Excited by movie trailers HAVE A PROCESS TO DISCOVER WHO YOUR CLIENT IS OFFLINE AND ONLINE DO SOME RESEARCH, PICK FIVE THINGS YOU KNOW ABOUT YOUR CLIENT THROW OUT AGE, GENDER, AND INCOME—IT’S ALL ABOUT STAR WARS VS. STAR TREK • Yoga enthusiast • Crossfit master • Stay at home with a book • Go out on a Saturday night • Volunteers their time • Donates to Red Cross • Jon Stewart is the best • Stephen Colbert is the best • Godzilla fan • Family centric • Single and loving it
  • 27. BEFORE YOUR AD • Bored at work • Chilling at home • Hanging with family • Rushing to work • Waiting on the train • In the bathroom (no judging) • At school • Doing laundry • Cooking • Driving • Out with friends • On a date • Doing homework AFTER YOUR AD • Laughs • Cries • Sends their mom flowers • Calls their dad • Shares with friends • Makes food • Makes home repairs • Volunteers their time • Posts on social media • Gets angry • Shops online • Fact checks you WHAT IS YOUR CLIENT DOING/GOING TO DO? IF YOU’RE GOING TO SHOW YOUR CUSTOMER AN ADVERTISEMENT, YOU HAVE TO KNOW WHERE THEY ALREADY ARE, AND WHERE THEY’RE GOING AFTER THEY ENCOUNTER YOU. HOW LONG DO THEY REMEMBER YOUR AD? • 3-5 minutes • Till dinner time • A whole day • A week • A year
  • 28. NEWSLETTER • Daily • Weekly • Monthly • Quarterly PICK THREE STANDARDS • Facebook • Twitter • Youtube • LinkedIn • Instagram • Google + WHERE ARE YOU SOCIALIZING? THERE ARE SO MANY SOCIAL MEDIA PLATFORMS. HOW DO YOU EFFECTIVELY USE YOUR TIME? PICK ONE WILD CARD • Tumblr • Snapchat • Pinterest • Blogger • Vine • Periscope • Reddit • Flicker • Vimeo • Yahoo • Hulu • Tindr • Quora • Yelp
  • 29. FINAL THOUGHTS USE SPECIFIC RATHER THAN GENERIC STATEMENTS RESEARCH YOUR CUSTOMERS HAVE A GOAL KEEP IT SMALL, USE SIMPLE STATEMENTS. HAVE A TIMELINE MAKE IT FUN FOR YOU AND THEM EVERYONE MAKES SOMETHING BAD