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Archive for the ‘branding’ Category

Time for consumers to switch off?

Tuesday, June 24th, 2014 by Guest blogger

 

Engagement is always high on the list of marketers’ agendas, and is usually a KPI to measure campaign success. Yet, what does it really mean: to capture consumers’ attention, or gain their interest? And for how long? Is this a two way thing? Is this really what marketers should be striving for as an end in itself? (more…)

Mind your terms and conditions: the battle for plain English

Thursday, June 12th, 2014 by Guest blogger

I doubt you got into marketing with a burning desire to shake up the way brands write their terms and conditions. You might not think they have a role to play in attracting or keeping customers. You might not think about them at all. Leave them to the legal department and you’ve followed the rules – and covered your backs.

No one reads them anyway.

Ah. But they do.

Well, they try to.

The Writer recently asked just over 2,000 people if they ever bothered to read the small print before accepting terms and conditions when buying or signing up for things online. Just 9 per cent said they didn’t read Ts&Cs at all.

So, nine out of ten customers take a quick peek, at least. In fact, the average time spent reading Ts&Cs turned out to be 4 minutes 42 seconds. That’s almost five whole minutes of undivided attention.

I was amazed. Because I’m the one out of ten who doesn’t bother. But I wasn’t surprised by what we found when we looked at how long Ts&Cs take to read and how hard they are to understand. We had a look at the small print of a random selection of brands, including Amazon, Barclays Bike Hire, Spotify, nPower, LV Insurance and Tesco Direct.

Using a reading rate of 250 words a minute, we found the average time it takes to read a set of Ts&Cs in full is 28 minutes. Vodafone’s would take three days if you read all their different sets of Ts&Cs.

And if you stopped off to read PayPal’s small print, it would be an hour and 42 minutes before you could go through with your payment. The battle to get terms and conditions for financial services into something approximating to “plain English” has been going on for decades, so it was good to see an insurance company scoring well for keeping it brief. LV Insurance’s small print took six minutes to read.

To measure how difficult Ts&Cs can be to read, we used the Flesch-Kincaid readability test. Most business writing should have a score of around 65. That’s like The Economist magazine, the BBC news website, and this blog. It equates to the “reading age’’ of a 13 to 14-year-old. When we crunched the numbers, the scores for these Ts&Cs were mostly in the 30s. That’s like The Harvard Law Review, equating to a university-level “reading age”.

One of the worst culprits, Spotify, actually broke the system with a negative score for its impenetrable legalese. A business based on 21st-century technology with 19th-century Ts&Cs. Take a look. I’m not kidding.

But some brands are making an effort: the best terms and conditions we looked at were short, structured so you could easily skim-read, and written in clear, natural English. We like LinkedIn’s upfront summaries, Vodafone’s clear subheadings and BT’s short paragraphs – and Facebook has inventive ways of explaining difficult ideas.

By and large, these improvements were small tweaks in what’s still a sea of legalese. But it’s clear that Ts&Cs are a serious stopping-off point on every “customer journey”.

You’ve got their attention for around five minutes. Make that count. Start that revolution.

Unleash the power of omnichannel

Wednesday, April 23rd, 2014 by Guest blogger

The rise of ecommerce and the development of mobile devices have transformed the retail sector – consumers can now search and shop at their convenience, anytime, anywhere and even simultaneously through different channels. (more…)

I’m a shopper – get me out of here!

Friday, March 21st, 2014 by Guest blogger

If you’re struggling with the difference between your RDAs and your RIs, fear not – you’re not alone. (more…)

How do you market to different cultures?

Tuesday, March 11th, 2014 by Guest blogger

When it comes to marketing to different cultures, what increases product desirability in one market may do the reverse in another. (more…)

Protect your brand with meaning

Tuesday, March 4th, 2014 by Guest blogger

The truth is, if a brand can elevate its meaning and values to a level beyond its products, it is in a much stronger position to defend itself against “rip-offs” or “me-toos”. (more…)

Roses are red …. but marketers are missing a trick

Thursday, February 13th, 2014 by Guest blogger

 

Though it’s not an official holiday, Valentine’s Day contributed £11bn in revenue to the US economy in 2013. It seems that men spend on average £70 on a gift – almost twice as much as women and this generosity on the part of men makes presents designed for women an important focus.

(more…)