Today is the two-year anniversary of my dad’s passing.
The ‘polite me’ feels the need to say, “It gets easier over time,” or “We’re just happy he’s in a better place.” But, no. It sucks. The only sugar-coated saying that has actually resonated with me is, “We’re thankful for the time we had.” Because, if not for him, I wouldn’t be a writer.
Each year we launch holiday season campaigns. Most are Black Friday or Cyber Monday-focused, but they’re always fun, challenging and, of course, a bit stressful. But as marketers, that’s our job. It’s our prime time, so to speak.
However, we don’t always get to make the world a better place with our holiday campaigns. This year we do.
We had the honor and privilege of working with IFAW (International Fund for Animal Welfare) to launch their 2018 year-end giving campaign.
For marketers, the holiday season is an insanely exciting (and stressful) time of year. We’re bringing our best ideas to life. We’re using all of the MarTech tools in our arsenal. Our media buys and targeting strategies are in full swing. We’re just waiting to crush our numbers and roll into the next year feeling like marketing heroes.
However, we have to remember that we’re really not that special. Every marketer is saturating every channel with their marketing and advertising campaigns.
The consumer, who holds all the power (and is getting blasted with marketing messages and ads across every possible place their eyes glance), doesn’t really think your Black Friday deal on light bulbs is really that special.
How much could user experience design possibly relate to holidays with the in-laws? Turns out, a lot. And my hope is, maybe it can help you too this year.
Recently, someone asked me if it was weird spending holidays with my in-laws. I answered honestly: No. It’s not, and I enjoy spending holidays with my husband’s family. I got back a look of mild surprise – like I was just saying that for nice, easy conversation.
That got me thinking about why holidays with in-laws are hard for us. Why do I enjoy the holidays with my in-laws, why isn’t it taxing for me? Then it struck me – I create experiences for a living. It’s what I do every day. Maybe I’ve subconsciously taken the spirit of UX and applied it to my life outside of work.
Ah, share of voice. Even if you only have a basic understanding of marketing, you’ve probably come across the term at least once. Everyone wants more of it. But they don’t seem 100 percent sure what “it” is.
So what is this “share of voice”? How do you track it? And, most importantly, why should you even care about it?