Nowadays, getting a website up and running isn’t nearly as difficult as it once was. Optimizing the website design for improved user experience (UX), on the other hand, continues to be something that marketers struggle with.

• Given 15 minutes to consume content, two-thirds of people would rather read something beautifully designed than something plain. (Source: Adobe)
• 38% of people will stop engaging with a website if the content/layout is unattractive. (Source: Adobe)
• Once on a company’s homepage, 86% of visitors want to see information about that company’s products/services. (Source: KoMarketing) 

I began conducting usability testing around five years ago when I started digging into UX. I found that the experiences and interfaces that my team and I were crafting, did not always resonate with our intended audiences. The reason being that we were attempting to solve the business problem first and not putting ourselves in the shoes of the Customer. 

We spent around 20 – 25% of our time gathering feedback from users in the real world. Comprehensive UX not only takes into account the needs of the business and supporting functionality, but places the importance on customer interaction. 

Our research sought to answer the following:

•  What are they thinking (or not thinking) about at that moment? • What’s in their immediate environment?
• What are other things that are taking place in their life that intersect with that touchpoint?
• What other external influences, human factors, etc. play a factor in use?

Over time, I learned and began applying Design Thinking frameworks which help to inform design through research and analysis. A national retail brand commissioned our services to conduct usability testing on their e-Commerce website. We worked with 20 candidates over the course of two days, conducting a guided usability test with their internal team while watching via streaming video in a remote location. The results produced a comprehensive usability report along with new insights and recommendations that continue to influence their very successful site.  

At the end of the day, our job is to provide a guiding voice for the user to turn their input into informed data points and highlight opportunities to help us create better design solutions.  

Customers want to feel inspired – and we want to help them feel more connected to the brand.

Music sponsorship is a booming business. Last Tuesday, the Atlanta chapter of the American Marketing Association hosted a signature panel luncheon, Bands & Brands: How live music promoters are partnering with marketers to grow the next generation of fans. Panelists included Katrina Johnson, Pandora; Joe Bellioitti, The Coca-Cola Company; Josh Antenucci, Rival Entertainment; Jason Carter, Soul Fusion Music Group; and Mike Walbert, AC3 Festival and Conference. 

The panel addressed topics that ranged from helping the audience understand the current surge in music marketing and where the opportunities exist in this niche moving forward. One of the key topics was partnerships because like with any musical collaboration, everyone must be in harmony. The speakers spoke to their experience in planning events and forming relationships with sponsors and artists alike with an overall common theme of authenticity. 

Joe Belliotti, Director of Global Entertainment Marketing at The Coca-Cola Company, shared that the ideal partnership for their brand comes when an artist uses, loves, and enjoys their product. To have a product that connects with the artist, the fans can see the obvious authenticity behind it, without feeling a forced “sale” infringing on their experience.

Having an online plan to match event activations was another notable topic. Knowing how the brand will appear online- the how, where, and why to share on social media- is crucial to leaving a digital footprint behind once the fans have all gone home. The big bonus is being able to reach more eyeballs than those who just attended the event.  And true to any 2017 marketing event, the topic of data came up.

Which data tools can be used to refine the game of “matchmaker” between music and brands. While our panel said they take data “with a grain of salt” since it can be manipulated to support anything nowadays, our speakers also recognized that smaller agencies have found tools to use data in unique ways, taking a lot of the guesswork out of the research and creation process.  

It’s hard to stand out as a musical artist today. Even the biggest acts work hard to stay relevant and to constantly challenge themselves and their art. This is one reason why many artists look to brand partnerships to help fans discover their work, or to broaden their listener base. For their part, marketers value musician partnerships to help build buzz, stand out from the crowd, or reach fans who may otherwise be elusive or skeptical. 

More and more brands are recognizing music marketing as an invaluable and memorable way to connect with their audiences.  Goldman Sachs published a report that predicts by 2030, music industry revenue is expected to double, ushering in a new digital revolution for us to take anywhere and everywhere- with wireless headphones or 3D glasses.  

The future sure does look (and sound) bright!

The NHL Playoffs are in full swing, and (statistically) you probably aren’t watching. Of the four major professional sports, the NHL achieves lower TV ratings than the NFL, NBA and MLB.  But if you are a hockey fan, you are deeply passionate about the sport you love. You know that a perfect exchange in hockey is called a ‘Tape-to-Tape’ pass. You know that the Pens are battling to defend their title. And you know that the team with the hottest goalie always has a great chance at Lord Stanley’s Cup.

Just like the NHL, marketers should reach their most passionate audiences with interesting content they desire. All too often, messaging is meant to appeal to wider audiences, while targeted themes have a more meaningful overall impact (despite a narrower reach). Sure, few people are interested in new methods for dispensing high-viscosity sealants, but those who are will attack valuable content like Mike Fisher chasing down a loose puck. (You might know him as Mr. Carrie Underwood).

Targeted, valuable content is a great start, but messages also need personality in order to be memorable. At Yalo, we look for inspiration in film, art, music and sports. NHL teams have done a phenomenal job developing unique personalities that their fans adore. Details like the singing of the National Anthem and the cheers fans yell when their team is on a power play contribute to each team’s differentiation. Your messages must stand out from the crowd, because your customers and prospects are continually bombarded with content.  

When marketers think about the tactics they use to reach target audiences, it’s prudent to find a balance between mass messaging (with broad, general appeal) and deep messaging that reaches the most passionate prospects with content that is very specific to them. Weaving personality into those messages will make them compelling and memorable. That’s a perfect tape-to-tape pass. 

Dangle. Snipe. Celly.

It’s time to get out your shaker and start practicing the art of margarita making. Cinco de Mayo is upon us once again. Making the perfect margarita is easier than you think. I don’t know that I would call myself a connoisseur of the Margarita, but I definitely have enjoyed the many different styles and varieties. They come in many different options – frozen or on the rocks, salt or no salt – and an almost infinite number of recipes and flavors: Cadillac, Texas, Strawberry, you name it. No matter the style or flavor, they are always cold, refreshing, and are best enjoyed in a pitcher, shared amongst friends.

I can think back to a few Margaritas that I have had that really made a lasting impression.  I spent the first few years of my career in Tampa, and we spent most of our weekends at a motel to condo conversion called the “Sea Rocket” right on the beach. That’s where my friend Jay introduced us to his “Grandma Brockenborough’s Margarita”. The recipe was simple: 1 can of limeade, 1 can of Tequila, ½ can of Triple Sec topped with ice in a blender. I can hear the ice crushing as I write this. The sides of the plastic cups frosted over almost immediately and those Margaritas kept us cool in the hot Florida sun while we enjoyed the beach and several epic shuffleboard tournaments. 

Several years later, I resurrected this recipe when I was bequeathed a Daiquiri Whacker, a gas powered blender complete with the throttle on the attached set of motorcycle handlebars. I made more friends at parties and tailgates with those Margaritas and the DW. It was a literal ice breaker, and everywhere it went, it always drew a crowd.  

Since those days I’ve gravitated to the rocks variety. I still prefer the combination of Tequila, lime juice, and Grand Marnier or Triple Sec. I just add a little agave nectar and club soda to complete the concoction. 

As we head into backyard cookout and garden party season, I’ll be there with a pitcher of Margaritas for everyone to share.

The NFL draft takes place in Philadelphia this weekend, Thursday April 27th though April 29th. The draft is three days where NFL front offices select eligible college football players to add to their roster. For teams who draft well, it can set them up for future success (see New England Patriots), but for teams who don’t draft well, they can continue to struggle for years to come (see Cleveland Browns). Those three days are clearly important for an NFL franchise, but what does the NFL draft have to do with your marketing strategy?

Consider this, who would have thought that watching NFL executives select college football players would become must watch TV every spring for millions of football fans? It may not sound like riveting TV, but the NFL has found a way to stay in the consciousness of sports fans all year with how they schedule and market their offseason activities. The actual football season starts in September and culminates with the Super Bowl in early February, but that does not mean that the NFL hibernates for the remaining 6.5 months of the year. 

The NFL has found a way to extend a 5.5 month season over a full year and remain in the consciousness of sports fans beyond the actual season. Like your business, professional football does not have an offseason. The Super Bowl in early February is followed by the NFL Combine in late February/early March. The combine is the event where teams workout draft prospects to learn more about their skillset. March also marks the start of free agency where teams can sign new players who are no longer under contract. That takes us to April where the NFL releases the schedule for the upcoming season. April is also when the “offseason Super Bowl” takes place – the draft. In May, teams bring in new players and conduct their mini-camp practices. That is followed with training camp during the summer months and exhibition games in August. 

What does all of this mean to you and your business? You already know that you don’t have an offseason, but do you continue to stay in front of your customers with fresh, relevant content like the NFL does? Do you continually look for new ways to engage with your customers? Do you know what they are interested in, or do you just pump out the same content that you have always produced? Expanding beyond the actual season has continued to grow demand for the NFL. They listened to their fans, fed their appetite for football and strategically scheduled events to remain in front of their customers all year. A well planned content strategy can do the same for your business. Now you’re on the clock!

Each year on April 22nd, people from around the world celebrate the Earth to bring awareness to an issue of our time – environmental protection.  It’s also considered a day of peace bringing together people from different races, ethnicities, creed and geography to fight for a common cause. As we all share this earth, we are responsible for its health and therefore each other.

So, how was I going to help protect the environment? Here are some steps I’ve taken (and you could too!) to minimize my waste and carbon footprint.

1. Recycle, Recycle, Recycle – This action is obvious. Simply, keep a separate trash can next to your regular trash for easy disposal. When full, take it to your local recycling center (most don’t require you to separate the trash).
2. Take a Stroll – I know it’s so convenient to hop in the car and drive to work or the local grocery store. Instead, step outside, take in the views and get that heart rate up as you walk to your destination. It’s good for YOUR health and the health of the ENVIRONMENT!
3. Reuse, Reuse, Reuse – Instead of buying plastic bottled water that will probably end up in a landfill and eventually in some poor fish’s stomach, bring a reusable water bottle with you and refill on the go. And, don’t forget your reusable tote bags when you’re walking to the grocery store!
4. Waste not, Want not – Water and energy conservation is vital in the protection of our ecosystem. Check Pinterest to learn tips on how to conserve, such as, using a shower timer and turning the faucet off when your brushing your teeth.
5. Reach Out – Contact your local community organization or government and ask how you can GET INVOLVED in this year’s Earth Day. Some activities may include planting a tree at the local park or cleaning up the community.

Reflecting on how I could be of more service to the earth and in turn protecting it, I thought of my time spent in Amsterdam. The city has taken great efforts in the cleanup of its canals with recyclable bins at every corner and prevention of air pollution by encouraging the use of electric cars, electric trains and bicycles. Coming from Atlanta with high numbers of gas-guzzling cars and traffic-ridden interstates, I was surprised to see most of the population riding bicycles or taking the train in their daily commute. This was a city committed to the protection of their home.  

If you don’t do it for yourself, do it for your neighbors, friends, and family, and in my case for my dog, Max! Don’t forget, we share this world with all kinds of animals including man’s best friend. Have a fresh day!

The crack of the bat, the roar of the crowd, Play Ball! Those three sounds signal the opening of my favorite time of year, baseball season! The Atlanta Braves open their 2017 season in the brand new Suntrust Park tonight. The Braves admit proudly that they borrowed and blended popular features from many stadiums in the design of their new home. It will bring together a classic ballpark feel, modern amenities and Southern hospitality, creating a fan experience unlike any other. 

Another signature defining feature of the Braves’ stadium will prove to be its interaction with The Battery Atlanta. Scott Mize, Director of Digital Marketing at the Braves said, “it’s exciting for us because we’re pioneering that experience between a ballpark and a non-baseball venue.” The stadium which has 41,000 seats, is adjacent to the 1.5-million-square-foot mixed-use development, featuring year-round amenities like shopping, restaurants, an Omni Hotel, The Coca-Cola Roxy Theatre, 550 residences and One Ballpark Center, Comcast’s regional office headquarters. 

The Braves have also sought to enhance the fan experience with a slew of ticketing options, including more than 19,000 seats priced under $20.

 The Atlanta Braves will also be reintroducing MLB’s Ballpark app to fans. “We’re placing an importance on the ticketing elements, whether it’s purchasing tickets or accessing your bar codes for the game and parking, or partnering with Waze and Uber on efficiently getting to the ballpark. We view the app as a core component to a fan’s game day experience”, says Mize. 

As Mize alluded to, included within the Ballpark app will also be information provided by the world’s largest community-based traffic and navigation app, Waze. Through a partnership with the Braves, Waze and Cobb County, if the Department of Transportation closes a road, re-routes traffic or impacts anything on the ground, fans will be notified in real-time through the Ballpark app without having to wait for a smartphone alert.

Also, a new built-in artificial intelligence feature, called Remedy, will assist in enhancing the fan experience and providing better overall customer service. If someone didn’t have an experience at SunTrust Park that met his or her standards or our standards, it’s an opportunity for them to raise their hand and for us, an opportunity to ‘Remedy’ the situation. The Braves will be Remedy’s first customer. 

Additionally, premium ticket holders will be able to order concessions via Bypass, a new addition to the app, and have it delivered to their seat. Another artificial intelligence feature called Satisfi will also help Braves fans navigate the new venue. Ask a question about the nearest bathroom or hotdog stand, and the app will send you to the nearest location.  In fact, thanks to what is called Comcast’s all-fiber network and multi-terabit capabilities, the Braves said SunTrust Park will have the highest-capacity network serving any stadium and mixed-use development in the nation. 

So what’s in it for brands you say? If teams are looking for sponsors to pay $5 to $10 million a year for naming rights, they need a venue that brands will be proud to attach their names to. Further sponsors also want to associate themselves with modern facilities that provide a more technologically advanced fan experience. 

This expansion of this idea of what is a stadium – an entertainment complex in which technology plays a greater role – doesn’t have to take away from the purity of the game. It’s a positive. There’s potential to bring more people into the game because of the energy going on around it. That’s a lot of what I see as going on…just seeing a game is enough for a strong fan of the game, but these stadiums and teams depend on more than people who just love the game to fill the seats and drive their businesses. 

It’s as if Turner Field lost a few pounds, hit the gym, had a bit of work done and moved out to the suburbs. Play Ball Braves, Play Ball!

Got your attention? Good. Middle of March and it’s that wonderful time of the year when corporate America will lose $2B of productivity because everyone is filling out their NCAA brackets in hopes of winning the office pool for bragging rights and happy hour money.

Or if you work for Berkshire Hathaway, the research has shifted away from investment strategies to who will be the upset in the 5-12 seed, since Warren Buffett has promised a cool $1M to the person who picks the perfect first round. (By the way – odds are about 1 in 4 billion – your luck is better with a single lottery ticket. Seriously.) In case you are wondering, picking an entirely perfect bracket – all 67 games – 1 in 128 billion.

So, while the focus inevitably is on the cash machine that is the Men’s NCAA March Madness Tournament, I would like to share a story about a little winning streak that is currently active on the Women’s side of things. The University of Connecticut Women’s Basketball team enters this tournament with 107 consecutive wins. The last time they lost a basketball game was November 17th, 2014. Yes a long time ago.

Anyone who has played any level of competitive sports, especially team sports, knows the challenge of a winning streak. Heck, just doing something on a personal level 107 times in a row – and doing it the right way – is a challenge. (Did you floss today?)

Now time for some facts about this impressive streak, and then more importantly: why all the fuss about it?

• 104 wins have been my more than ten points. If you’re counting, that means only 3 wins were less than ten points.
• 60 victories by at least 40 points. Not just winning – dominating!
• 41 consecutive road victories. Does not matter where they play – they are going to win.
• 20 more wins than Men’s record. Legendary John Wooden’s UCLA teams won 88 games in a row.

What does all this mean? You mean besides 2 national titles during this streak? And the 4 National titles in the row, 11 total for the school? A built-in competitive advantage – that’s what it gets you! That amount of sustained excellence has been proven to give the UCONN Women’s basketball team at least 8-10 points when our friends in Vegas set the line for the game. The name of the front of their jersey does mean something.

Translate that into what it takes to give your brand a built in competitive advantage – every time, all the time, and you will know where to put your money. I know where I am putting mine.

2017 is well under way, so what is leading the pack as far as marketing trends? As predicted, the biggest trends of 2017 will help marketers engage customers more directly by cutting through the noise. Marketers creating carefully coordinated campaigns and conversations, where brands and customers coalesce into a shared experience, increases their marketing reach.

Video (live or produced) connects immediately with the viewer, conveying emotion and a message that often is far more memorable than static words in a newsfeed.  Cisco’s much-quoted prediction says that “over 80% of internet traffic will be video by 2020 and online video ad spend is expected to grow 31% next year”. Although the kinks are still being worked out, it’s clear that livestreaming will continue to push the boundaries of video and customer interaction.

The biggest takeaway so far from the AR/VR phenomenon is augmented reality’s ability to drive real business results. This has become a seriously viable option for marketers looking to merge the online world and the real world. YouTube already offers 360-degree video ads, with BMW and AT&T taking advantage of the format. Sony became the first brand to trial Snapchat’s 360-degree offering with an immersive video ad for its movie Don’t Breathe. By the end of 2017, this emerging technology will be considered the norm.

A mobile first strategy is not just about “optimizing” for mobile; it’s also about making sure that pieces of content get integrated with a user’s lifestyle on the go. One more interesting plateau was reached late last year; the cost of making a smart phone is now the same as making a dumb phone. The smart phone and tablet trend will only continue to grow, so think mobile first when you redo your website, not desktop or laptop.

Data and analytics have always been part of the digital marketing equation from day one. Understanding your data is mission-critical to both improving your performance and delivering greater value with all your digital channels. You don’t need a crystal ball to tell you that in 2017 analytics is only going to become more important and influential, both in society and for marketers. The key to taking advantage of this will be in the tools. The tools are getting smarter and easier to use. The key to taking advantage of all this technology and data is in how it gets organized and structured. The data needs to be organized in a way that empowers the marketers to analyze, synthesize and make smarter decisions regarding their content, campaigns and user experiences.

And lastly, content marketing is still king as a strategic-marketing technique to create and distribute relevant information in order to attract a target audience. It’s all about the audience. It’s always been about the audience. From what content formats they prefer, to where they hang out online, to how much (or little) they trust our marketing. The technology around content marketing – the platforms, the formats, the strategies – exist solely to engage our audiences.

The pig is on the spit, the beer is cold and Big Al and The Tiger have both arrived in Tampa for Monday night’s rematch in the 2017 College Football Playoff Championship game. Alabama prevailed last year 45-40. Not much has changed with these two teams, so this one is shaping up to be just as dynamic. 

Sports is a fairly simple analogy to successful businesses because they both bring out the feeling of success and accomplishment. 

While football is unique in sports in that nearly every player has a unique job responsibility. Each lineman in every play has the responsibility to block a certain defender (or defenders) in an area; the quarterback has the responsibility to deliver the ball to a list of teammates, depending on the challenges coming from the defense.

A successful business strategy requires leadership, dedication, commitment and a strong work ethic in order to succeed. As we prepare to watch the two best teams Monday night, how does the organization of these two teams mimic successful businesses?

The Clemson Tigers have the best quarterback in the CFP. Deshaun Watson has been one of the top QB’s for the past 2 seasons. He has a wonderfully efficient receiving corps, and he knows how to use it. In addition, he is fleet of foot which makes him hard to sack.

Dabo relies on the pure talent of Watson to lead this team. One player crafting strategy on the go, making critical decisions based on the challenges in front of him. Much like good business leaders, navigating the road to success can be instantaneous decision after instantaneous decision relying on colleagues to ebb and flow with the process as Watson does with his teammates.

The Crimson Tide are the best team in the country, by far according to some. That doesn’t guarantee anything in a playoff — just ask the 2007 New England Patriots or 2016 Golden State Warriors — but it certainly helps. Alabama has the best defense in the NCAA and despite rolling in with a freshman quarterback (Jalen Hurts), the Tide rank 16th in offense. In the rare occasion that you can move the ball on the ‘Bama defense, the offense picks up the slack. An efficient machine on both sides of the ball. The success here lies in their leader Nick Saban. Saban has built an efficient process and recruits talent to fill the necessary roles. With his system of recruiting and efficiency, almost any player can succeed.

Smart business leaders have a similar challenge of placing talent in the right positions to succeed and creating one efficient workforce that gets the job done.

The national championship promises to be an exhibition of both talent and efficiency. Our Tribe will be watching Monday night, will you?