It’s About the Experience® Blog
Explore Image 4’s latest blog posts, expert advice, news, and commentary. Learn more about the features of our blog here.
Tactile Activities – EXHIBITOR magazine
Image 4's Insight
We’re always looking for great tactile activities that will create powerful engagement and return on our clients’ marketing efforts. Check out this Trend of the Month video from Exhibitor Online.
Article Excerpt:
Tactile activities have the power to increase memorability and develop deeper connections with consumers.
New Study Proves Digital Banking Channels Aren’t Killing Branches
Image 4's Insight
With adoption rates for digital banking solutions skyrocketing, one question continues to vex bankers worldwide: Why do people still use branches?
Article Excerpt:
Many banks and credit unions incorrectly assume that consumers want to do all their banking digitally — that they would never visit branches again if only the experience in online and mobile channels was better. But new research proves that’s not true.
Don’t Miss Your Own Lightbulb Moment
First the light bulb, then touch screens, now facial recognition … what’s next?
Sears and J.P. Morgan were household names when the lightbulb was cutting edge technology. Now, Sears is nearly gone while J.P. Morgan, along with others such as Bank of America, Suncoast, Wells Fargo, are thriving. Why? Their success lies, at least in some measure, in their ability to integrate future-looking technologies into their customer experience.
Technology As A Means to An End
Not long ago, retail, healthcare and financial institutions viewed technology as a means to an end: their internal staff could use it to help solve problems for customers. The initial encounter with an institution often involved walking into a building and being met by a customer service representative behind a large monitor. The customer experience was driven by what was on that monitor and by how well the database behind it delivered answers to the human gatekeeper.
Today, we all live with a communication and information portal in our pockets. The iPhone created not only a revolution in how we use information, but also in our personal expectation of how that information is delivered and above all, how it drives our experiences as a customer.
Can “Digital” Cure All Ills?
Now, technology permeates all aspects of the customer service experience from customer greeting, to customer education/engagement to payment. As a result, mastering the category of “digital” is often viewed as a panacea for all modern retail ills.
Many of our retailers, bank, and credit union clients are deploying advanced technology – now referred to as “digital” – to “welcome” (make up for a lack of comfort with financial institutions), “educate” (address an inability to navigate bank products) and “assist” (help the institution reduce FTEs in branches).
At Image 4, we see our retail clients innovate by designing physical store footprints, product selection and floor staff training to integrate seamlessly with the online presence they’ve spent so much time and money to develop. All to reduce “friction” and to counter “showrooming”, today’s customers’ tendency to shop in-store and buy online.
The team at Image 4 works with clients to integrate the virtual, digital experience with the real, 3D experience through techno-physical integration. We work closely with our clients to identify and collect all points of digital and physical interaction in the customer journey, ignoring traditional concepts of “inside the building technology” and “out of the building technology”.
Today’s customer-experience goal is to remove the tech barrier and make the experience the star – good technology effectively integrated should be seamless, low-friction and high-value.
Using Technology to Enhance the Experience
Executed well, cutting-edge technology woven into real-life customer experience allows a conversation that began online to be continued in a private chat and then extended into a bank branch, agent’s office or examination room. It allows a retail customer to search for the perfect running shoe and come into your signature store for a fitting, ripe for cross selling to ensure a great race. It allows a financial services customer to learn about various options online, narrow down their choices, and set up an in-person meeting to cement the relationship.
Today’s customer is simultaneously online and offline exploring the digital and physical world to find answers that are right for them.
As marketers and designers of our customers’ experience, we always need to be examining how our customer interacts with our brand. Wherever, however, and whenever they do visit us, we need to embrace the interaction and seize the opportunity. As always, to be successful: “It’s About the Experience”
Chicago Tribune – We are currently unavailable in your region
Image 4's Insight
McDonald’s recently opened its new headquarters near downtown Chicago. While it will house McDonald’s corporate and U.S. headquarters as well as its Hamburger University training center. Phil Rosenthal thinks that the absence of a corporate museum is a missed opportunity for the company to present its heritage and its place in global culture to the public. For the city, it loses a possible tourist attraction.
Article Excerpt:
Trust in Social Media Platforms Is Eroding—and Brands Have a Lot to Lose – Adweek
Image 4's Insight
About 40 percent of digitally connected people worldwide said they had deleted at least one of their social media accounts in the past year because they didn’t trust that the platform would properly handle personal information. For brands, that means losing out on key communications with potential customers. Get more stats from Edelman’s Trust Barometer Study in this article from AdWeek.
Article Excerpt:
About 40 percent of digitally connected people worldwide said they had deleted at least one of their social media accounts in the past year because they didn’t trust that the platform would properly handle personal information.
Photo and Video Activations – EXHIBITOR magazine
Image 4's Insight
Selfie stations can equal social media gold. This short video shows how both high- and low-tech engagements can spur audience engagement at trade show exhibitions.
Article Excerpt:
Whether high tech and interactive or simple and quaint, selfie stations can turn attendee engagements into social-media gold. See how marketers are incorporating similar photo and video activations into their exhibits and events.
This Cohort Is Better Than Millennials for Bank Marketing
Image 4's Insight
“Banks often treat the demographic cohort as if it is some magical secret to unlocking the future of banking.” In this article, Chris Nichols argues that bankers should focus on intent over demographics and lays out his case by introducing us to the “Passionists”.
Article Excerpt:
If your bank is going after millennials, there is a better way. Targeting millennials has almost turned into a full-fledged past time for bankers. There are sessions on it at almost every banking conference, and it is the talk of many boardrooms. Banks often treat the demographic cohort as if it is some magical secret to unlocking the future of banking. We think going after millennials is a little like playing dead for a vulture – it is counterproductive.
The Most Instagrammable Pop-Up in America | Welcome to Happy Place
Image 4's Insight
Welcome to Happy Place" Happy Place is the brainchild of Jared Paul, a live entertainment producer who’s put on tours for everyone from Paula Abdul to the cast of Glee. “We’re very open and direct about the fact that Happy Place is a themed immersive experience designed to help you escape for a very short time and […]
Article Excerpt:
Welcome to Happy Place" Happy Place is the brainchild of Jared Paul, a live entertainment producer who’s put on tours for everyone from Paula Abdul to the cast of Glee. “We’re very open and direct about the fact that Happy Place is a themed immersive experience designed to help you escape for a very short time and immerse yourself in happiness…we wanted it to smell happy and look happy and taste happy and seem happy.”
Simplifying Supergraphics In Healthcare Environments
Image 4's Insight
“Supergraphics”, large images that cover an entire space or wall can set the mood and be a powerful addition to any project. We work with many of our clients to conscientiously design, implement, and install such graphics across industries. This particular article focuses on the role of the supergraphic in healthcare spaces, and the challenges that may be encountered.
Article Excerpt:
To make the most of these wow factors, it’s important to understand the printing methods, materials, and costs that must be managed.