Have you "mobilized" your clients?

Or for that matter, have you "mobilized" your own brand by optimizing your site for mobile viewing?

I continue to be dumbfounded by the number of agencies that have not optimized their site for mobile.  And I wonder if they are also missing that opportunity to lead their client by helping them to understand and appreciate its value to their business?

InMobi released a new study this week that examined the media consumption and shopping behaviors of 9,600 U.S. consumers across PC’s, smartphones and tablets.  We all know that mobile is growing - just take a look at your own personal use. So it shouldn't come as a shock that the rapid growth of tablets and expanded use of all types of mobile devices is impacting how U.S. consumers shop and consume media.

After all, tablets are now owned by 11% of the total U.S. population (29.5 million U.S. users) and I'm betting by almost all of an ad agencies staff.  But this study reminded me that consumers are spending more time on mobile connected devices, with time spent on smartphones and tablets playing a significant role in purchasing decisions.  Some of the more important findings are shown below.

Mobile devices are cannibalizing other forms of entertainment consumption as users are spendiing more time each day accessing media content.
According to the study, over 60% of tablet owners spend at least 30 minutes each day, and 29% report that they have reduced reading books in print after owning a tablet.  Another 29% report they have reduced surfing the internet via their PC or laptop and 48% agree that the design and readability of a tablet make it easier to access media content than on a PC or laptop.

Tablet users report they are shopping less in brick and mortar stores since purchasing a tablet.
Almost one in four respondents (22%) say they are shopping less in physical stores and more than half (55%) make purchases on their device in an average month.  The survey also demonstrates the impact of their lifestyle on shopping, as tablet users prefer that device at home, but prefer smartphones while on the go.

Mobile devices are impacting every stage of the purchasing decision, from evaluation to post-purchase.
Tablets are affecting all stages of the buying process, from awareness to browsing to the buying and even post-purchase social media stages. The study reports that transient shopping is help by the smartphone, while tablet use peaks at home in the evening for larger purchases that require greater consideration.  Among respondents that reported this use of connected devices, 55% say they first learn about the product on their tablet, while 53% actively evaluate and 58% follow through with purchasing those goods on their tablet.

Wake up agencies!  Clients need leadership, and this is a chance to demonstrate your value beyond a vendor of ads, or whatever.  If you have clients that want to optimize their selling opportunity, then now is the time to "mobilize" them.  If you wait until tomorrow, someone else may have already shown them the error of their ways.

And while you are at it, maybe you should  re-examine your own brand.

Does the agency that "wants it more" win?

I just watched an interesting discussion on ESPN between Mark Cuban and Skip Bayless, where Mark told Skip that his statement that Miami wanted the NBA Championship more than OKC was "horses*#t" and "the most ridiculous thing he had ever heard."

Cuban explained his statement this way,  "Does anyone think that Kevin Durant, Russell Westbook, et.al. didn't want to win a close-out game for the NBS Championship?  No, it's that Miami was better prepared with adjustments and changes and they simply executed better".

I agree with Cuban's assessment that the media often tries to simplify with generalities and overstatement, but would add to it by saying that "there's no doubt that both teams wanted to win, but the Miami did more than just execute better, they convinced observers that they wanted it more".

There is a great lesson in there for agencies in a new business pitch - can you convince the prospect that you want it more?  I remember a new business pitch several years ago for a regional restaurant chain that our agency really wanted to win.  We had restaurant experience, had pitched the prospect in the past so we knew them and their needs, and they had a budget and attitude toward advertising that would allow us to do some great creative work.

We did everything right - we did our homework, we had some great insights about their customers, we put together a really strong creative pitch that included a built-in promotion angle that could be used for a long time, and the new business team did a great job in the final presentation (I gave us a 9 out of 10 rating after the presentation).

But we didn't win the business.  When the marketing director called me to tell me the bad news, he praised our efforts and recommended solutions, but just felt like "the other agency wanted it more".  He went on the say that "I know you guys wanted it as well, but I just felt like the other agency guys would crawl through a glass-lined pit to make my business succeed".

I never found out exactly what they did, or what we didn't do, that made him feel that way, but I never forgot what he said.  We wanted it, but they convinced the client that they "wanted it more".

I never went into a new business pitch after that without making sure that the client would feel our passion for their business and for them to succeed.  I'm sure I was over-zealous at times, but I think prospects will usually forgive too much attention and too many questions over the alternative.

I have always maintained that you win new business before the pitch.  So I believe that an important ingredient in the mix needs to be how effectively you build a relationship and convince the client prospect of your desire to work with them and to help them succeed.  You won't always win, but you won't be second-guessing yourself, and your efforts, after the fact.

BTW, I agree with Mark Cuban that most of what Skip Bayless and the sports media says is "horses*#t", but that's a story for another time.

Does your client have a "Genius Bar"?

David Asker's latest blog highlights the success of the Apple Genius Bar and what has made it such a big hit with visitors to the Apple Store.

As a quick reminder, the Genius Bar provides technical support within Apple stores to customers having problems with the product or application. The Genius Bar has been hailed by many retail consultants as a key element in the most successful retail concept of recent times and a builder of the Apple brand and relationship.

As Aaker points out in his post, "the Apple store's financial performance and impact on the Apple brand is amazing. The sales per square foot for its 380 or stores is more than $5,000, which is six to ten times other successful retailers, and the average store pulls in 18,000 visitors a week. Perhaps more important, the stores provide a way to express the Apple brand and showcase its products."

Aaker lists these seven reasons for its success:

1. Apple owns the brand and the concept. No other firm can have a Genius Bar because Apple owns the brand. Any other firm will at best be an imitator. 
2. The brand has a distinctive personality — humorous and understated yet competent and reassuring.
3. It is staffed by people that are both knowledgeable and disciples of the products and philosophy.  
4. Their training is disciplined following the APPLE dictum of Approach customers with a personalized warm welcome, Probe to understand the problem, Present a solution, Listen for issues, and End with an invitation to return. That means consistency no matter which store you are visiting.
   
5. Apple makes both the hardware and software and, thus, has a unique ability to create and staff a Genius Bar. 
6. It enhances the customer relationship with its person-to-person approach. 
7. It can transform a disgruntled, disappointed customer with the potential to have a distasteful retail experience and become a negative voice in the marketplace into a satisfied if not enthusiastic supporter of the Apple store. 

What about your clients? Is there a "Genius Bar" in their story? If you can find one for them, you can be their hero!