advertising

Broken customer experience in banking.

 
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We all know that consumers have increasingly demanded a smoother and faster-paced purchasing process for products and services across all industries. With our leaps in digital over the past decade, the “Now” economy not only expects this type of purchasing process, they demand it. In financial services, this certainly needs to become the standard as well.  

In a recent article by The Financial Brand,  Why Millennials Refuse To Open Bank Accounts Digitally, they’ve provided some very intriguing statistics on why financial brands need to make it a priority to map the customer journey with a specific focus on their digital properties. On average, more than 75% of e-commerce shoppers choose to leave a website before completing a purchase. That is a tremendous amount of people across all industries that are openly considering buying a product or service, but for a reason decided to leave your funnel. My advice, don’t encourage them with poor customer experience digitally.  

When it comes to financial services customer journey, it is hard to ignore these facts. Millennials made up 49% of those who opened bank accounts last year. Credit cards were the most common type of new account opened on web or mobile — 61% of individuals who opened a new credit card did so digitally.

I recently wanted to open a savings account with my current financial institution that already handles my checking and personal line of credit. I went through all of the steps digitally only to arrive at the end where they required a phone call confirmation. I thought no sweat, except they required a phone confirmation from the number listed on my account. This number happened to be my parent’s landline phone that I most likely used when setting up my account in 2006. Guess what happened? I definitely never confirmed the account with that number because the only time I am at my parents is on weekends when I am visiting, and not interested in handling my personal banking needs.

This whole process stuck out to me, and I wondered, why can’t I open an additional savings account with the financial institution who already handles my checking account? I was never angered by this, but slightly annoyed. I know a little savings account sounds like small potatoes, but these stats make it slightly more of a problem for banks. 31% shared their negative experience with a friend or family member, opened an account at another financial institution, filed a complaint, or discontinued their relationship. In my case, this experience planted a seed of doubt in my mind. Is this how they handle mortgages, car loans, other products? If it is, I don’t know if I would want to keep my money there or continue to explore other financial services. I certainly didn’t up and leave my bank, but it was an inconvenience for me. I never actually did open that savings account, and certainly shared my experience with others.

Now my experience was definitely not a crisis, but I think it should concern a financial services company into digging deeper through their digital customer experience. My advice, help people who want to spend their money with you, the cost is too high if you don’t.

If you would like help on mapping or furthering your customer journey or positioning your financial products, especially to Millennials, please let me know. Our agency would be more than happy to assist.


 
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JOHN CARUSO, BUSINESS DEVELOPMENT

John heads up business development at Elisco. His primary focus is to build awareness about the agency’s unique capabilities among prospective clients, in addition to developing and maintaining relationships with current and past clients. Prior to joining Elisco, he established and fostered supply chain management relationships at PLS Logistics. John graduated from La Roche College with a B.S. in Marketing and Business Management.

 

Which social media network is best for your brand?

 
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Comparing Facebook, Twitter, Instagram, and LinkedIn.

It’s safe to say that in this day and age, most businesses are well aware of the importance of a strong social media presence, but it’s not enough for a company to simply be on social media. Businesses need to utilize each platform differently depending on their audience and goals. After determining these factors, use this guide to better decide how your business should be using Facebook, Twitter, Instagram, and LinkedIn.


FACEBOOK

Facebook is rising in popularity with older generations and in rural areas. 41% of Americans over the age of 65 are on Facebook, and it’s the most popular social media platform amongst middle-aged adults so it’s a great platform for businesses looking to target an older demographic. Despite being heavily used by older generations, all ages, genders, locations, and interests can be targeted by paid Facebook ads. And, stats still show that Facebook is leading the pack for overall audience penetration.

In addition to fine tuning your targeting, Facebook allows you to create a detailed business page. This is where potential clients and customers can find your contact information, hours, reviews, events, website, and all the information they may be looking for about your business in an organized fashion.

Recap:

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TWITTER

Twitter is more popular amongst younger generations, specifically in urban areas. 40% of Twitter users are 18-29 years old. People turn to Twitter to receive quick and real-time updates about current events, in fact 43% of 30-49 year olds report using the platform as a news source. Twitter is a great platform to quickly respond to customer concerns and questions as well as comment on a trend or news story. Like Facebook, Twitter also offers targeted ads based on demographics and interests. It’s more effective to use Twitter to reach a younger audience in cities, and more effective to use Facebook to reach an older, rural audience.

Recap:

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INSTAGRAM

Instagram is a visual platform that allows businesses to share videos, photos, gifs, collages, and other creative content as well as pay for targeted promoted posts. Like Twitter, it’s immensely popular with younger audiences, with 59% of American users being under the age of 30. Businesses like restaurants, cosmetics brands, and designers can benefit greatly by showcasing their services and products on Instagram, but all companies can utilize the platform. Shots of day to day happenings within your company such as lunch meetings, awards and accomplishments, or events your employees attend make for engaging content. Be sure to keep the focus on the visuals and employ relevant hashtags. Using Instagram stories allow businesses to create posts that disappear after 24 hours, so these are great for providing short updates to your audience and documenting conferences and events. Instagram Live allows for more engagement with your audience. When you start streaming, Instagram will notify your followers so they can tune in, and viewers can comment during the live streaming. Everyone can see comments, when someone joins, and the number of people viewing.

Recap:

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Linkedin

LinkedIn allows businesses to share professional content about industry news and trends. It’s great for B2B marketing and outreach as well as scoping out talented employees. 61% of LinkedIn users are between 30 and 64 years old, an age group made up of professionals that have amassed strong skill sets within their fields and extensive experience. Utilizing the “groups” feature helps you join conversations within your industry and connect with other professionals. LinkedIn is different because it’s solely for professional use, so it’s not the best place for B2C companies to reach consumers. However, it’s still important to create a detailed company page with updates about your business as well as posts that share your thoughts on relevant news.

Recap:

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Social media is an essential tool for businesses to use in order to connect with their audience, establish their brand, and start conversations. Social media is still new in comparison to other forms of media, so there’s lots of room for improvement and adjustment. Stay informed about trends and tools on different platforms and utilize them according to your company’s needs.

SOURCES:

https://blog.hootsuite.com/facebook-statistics/ 

https://blog.hootsuite.com/twitter-demographics/

https://blog.hootsuite.com/instagram-statistics/

https://blog.hootsuite.com/linkedin-demographics-for-business/ 

https://sproutsocial.com/insights/facebook-vs-twitter/ 


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Jess sweeney, ACCOUNT COORDINATOR

Jess graduated with a B.A. in Public Relations from Penn State where she helped lead student-run events such as concerts, lectures, and other free activities. Before Elisco, she held a variety of internships in marketing, public relations and SEO. As Account Coordinator at Elisco, Jess provides support to the agency account team and works with all things media to negotiate, purchase, and monitor digital and traditional advertising on behalf of clients. 

 

Café textures: free download.

The creative team is counting down the days till October 8th. This date marks our happy homecoming to 3707 Butler St. Unexpected repairs have kept us apart from our beloved building since mid-July and we’re eager to be reunited. Beauty Shoppe Coworking has welcomed us in the interim, but the truth is we really miss our space. Who can blame us? From the café’s tin ceilings to the second story hardwoods, it’s the little things that make us feel at home there.

To commemorate our much-anticipated return, I put together a free texture pack for creatives and café lovers alike. Included are closeups of textures found in the agency from floor to ceiling that I’ve collected over the past year. Hopefully these come in handy for your own projects, or simply give you a magnified look inside Elisco’s Creative Café. Enjoy!

Included in download:

  • 11 café textures (JPEGs at 300dpi)

To download the texture pack, click the button below.


 
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LAURA SHIRLEY, ASSOCIATE ART DIRECTOR

Laura is a graduate of California University of Pennsylvania where she earned a B.S. in Graphic Design. While at Cal, she led the campus’ vanguard student-run design firm Studio 224. Laura is a member of Pittsburgh’s AIGA chapter.

 

CaféLife issue 1.

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Last week we said farewell & arrivederci to our four summer interns. If you’ve been keeping up with our café blog, & we hope you have, you’ve seen some of their work first hand. Theresa (Copywriting), Brandon (Graphic Design), Joe (Business Development), & Sydney (Account Management) brought us fresh perspectives & impressive work all summer long. Today, we’re thrilled to share a taste of what they created for the Elisco’s Creative Café brand.

The CaféLife story started in early Spring; the initial intention being to send a simple newsletter to clients & friends of the agency. It dawned on us that we hadn’t sent out an email like this in ages. By the time our interns arrived in June, the project pot had been simmering on the backburner for months with an ever-growing list of ingredients to add in. Since our new interns had the bandwidth, we were eager to brief them. Theresa quickly pointed out that this was shaping up to be one lengthy email. This realization led the team to move to a new medium: Elisco’s own digital magazine.

Issue 1 includes updates on our unexpected construction, up & coming Artichoke Productions, & even a few family recipes. We’re proud of the work that went into the magazine & hope you love it as much as we do:
 


 
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LAURA SHIRLEY, ASSOCIATE ART DIRECTOR

Laura is a graduate of California University of Pennsylvania where she earned a B.S. in Graphic Design. While at Cal, she led the campus’ vanguard student-run design firm Studio 224. Laura is a member of Pittsburgh’s AIGA chapter.

 

Finding Paris in Pittsburgh.

 
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I have recently been haunted by a certain Facebook video poking fun at study abroad students. The blonde caricature student rambles again and again, “when I was abroad…” filling in the blanks by longing for every European cliché from a more relaxed lifestyle to a different drinking culture.

This is a stereotype I may just fall into, but with a tiny bit of pride. This past spring semester I studied abroad in Paris. And yes, for four months I got to bask in espresso, sidewalk café terraces, and croissants galore. Sometimes clichés are beautiful. 

At the beginning of my study abroad program, we had a week-long orientation that included presentations on cultural and academic differences. During one of these sessions, our presenter lamented that while she loves the laid-back business style of the French, she often craves American efficiency. 

“Americans are just so efficient. They respond to emails; they have quick meetings. When I work in France everyone wants to get coffee or have a two-hour long lunch before anything gets done.”

I have to admit that I had noticed a difference in my day-to-day activities in Paris. Things take a bit longer in France. They aren’t rushed quite like they are here—unless you’re walking through the metro.

Americans really do value efficiency and convenience. We have quick meetings. We snack all day to keep from getting hungry. We don’t use all of our vacation time.

I was surprised to learn there was no online portal for my university and that professors most likely would not respond to my emails within 24 hours. I was also shocked by how often my host family had off work/school for a national holiday. 

And then there was the food. My host family made the most delicious dinners. In the early evening or sometimes even late afternoon, the smells would begin to waft through the house. Each night we sat down at the dinner table—no take-out or rushed fifteen-minute dinner. Sometimes it was just three or four of us, sometimes all six people. And we always had an appetizer or dessert along with our entrée. 

While I’m at school, I barely make myself three real dinners a week—and that’s a good week. I love how people in France take the time to enjoy food, from taking hours to eat, to shopping for fresh food at specialty stores, to spending hours in a café just to have a coffee. In the majority of cafés, you don’t see laptops and people working. They just sit, talk, and enjoy their espresso or café crème.

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I thought a lot about which style I preferred. The truth is I like a little bit of both. I wanted to bring some of those French traditions back with me, especially when it comes to food. But would it really be possible for me to live like that in the U.S.? How would I find time to cook each day?  Where even is the closest bakery? 

I realized that while I may be able to add some crepes into my diet, I would have let a lot of the other things go. If I have time to go to a farmer’s market, great. But the way I live at home just isn’t conducive to spending hours each night cooking and eating.

In the midst of this culture shock, the time came for me to apply for summer internships. Elisco was the first one I applied for and the first reply I received:

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I started to stress out because I realized how badly I wanted this internship.

“We’re reviewing your resume over espresso & croissants.”

It was only one sentence, but it made me really, really excited. I realized there might be a place where I could have the best of both worlds.

I enlisted my roommate’s help for my project. We spent the next few days running around Paris searching for the letters to spell out “Elisco.” Once I had photographed all six letters, I combined them into a photo collage that I posted on Facebook. A few weeks later, I was offered and accepted the position with Elisco. 

Sure there may not literally be any croissants, but I had found a place that had the American friendliness and efficiency I missed while in France, and also valued food like the French. We understand that food is more than just fuel, but an experience, a ritual, and an important part of life.

In the Elisco office, I’m surrounded by photos of food, the people are passionate about food, and every catered lunch is wonderful. The neighborhood helps too. I can help finish a proposal template before noon and then enjoy lunch on any one of Lawrenceville’s restaurant patios. Some days the people-watching rivals Paris’.

Because maybe how you get things done has less to do about where you are on the map, and more to do with what you value. A good meal doesn’t have to be sacrificed to squeeze in a meeting. Why not have both? Maybe we can forgo the formality of a corporate French lunch, but keep all of the flavor.  

And lucky for me, there is a French bakery right up the street.

 

SOURCES:


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Sydney Brown, Account Management Intern

As a Strategic Communication and French Studies student at the Ohio State University, Sydney seeks opportunities that allow her to combine her interest in communications with her passions outside the classroom. At OSU, she works on marketing and campus engagement for student organizations including BuckeyeThon and She’s the First. Sydney recently studied abroad in Paris, where she was able to improve her French; she hopes to keep advancing her language skills in her future career, or simply through her love for travel.

 

Artificial intelligence: outsourcing thinking.

 
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As advancements in technology rapidly push us further into the future, businesses will continue to utilize the latest tech to optimize their day-to-day functions. Artificial Intelligence systems, or AI for short, are enabling computers, gadgets, and machines to learn, think, and react to data in the same manner that humans do. AI systems are already beginning to have an imprint on the way we live. Do you remember that Uber you called last Saturday night? An AI system was used to determine the ride fare. How about the spam filter in your Gmail account? Yup, that was also a product of machine learning. Have you ever noticed how Facebook can recognize faces in uploaded photos? That’s because they taught a computer how to look for them. Don’t panic though – robots that can think and act on their own accord are still a product of fiction. However, marketing agencies are beginning to delegate some of their daily tasks to AI systems.

Big Data

Big Data is the gathering and storage of large amounts of information from various sources at various speeds and in various formats. Needless to say, big data is big – too big for humans to process and utilize without the aid of a computer. AI systems can be used to identify trends, analyze them, and then rearrange the data into comprehensible reports that marketers can then use to make decisions. Advertisements are now smarter than ever before. Let’s say that Tommy is the owner of a successful local pizza shop. He’s making a killing on deliveries, but he wants people to start coming to his physical restaurant. Tommy could utilize Big Data in conjunction with an AI system, such as Google AdWords, to get online customers through the door. Here’s how it works:

  • Tommy wants people to dine-in at his pizza shop, so he creates a mobile coupon for 20% off any dine-in order.

  • Tommy creates his AdWords campaign, and targets the coupon to mobile users, within a 10-mile radius of his store, that search for things like “pizza,” “food near me” and “Italian food.”

  • Users that fit his targeting criteria see an advertisement Saying “20% off! Dine-In at Tommy’s Pizzeria!” which can then be redeemed for a discount on dinner.

You might be wondering: How does he know that the advertisement reached his target? Well, that’s because Google AdWords took care of that for him. In return, he saw a 15% increase in dine-in customers that day. While it’s not as cut-and-dry as Tommy had it, the process is simple. Marketers create their ads, place a monetary bid on the advertising space, and then add extensions (location, call, mobile, etc.). Google AdWords combines all of this information, and in real-time, creates a ranking of display ads based on which ones are most likely to result in a conversion.

Speaking our Language

While the idea of a computer writing an elaborate novel with plot twists and character arcs may be years in the future, AI systems are already able to have simple conversations in real-time. Online customer service chatbots are almost entirely artificial now, allowing for nearly instant replies to customer complaints. The credibility of these bots is questionable; however, they can be used to help customers solve basic problems. It is estimated that around 20% of all business content will be machine-written. Google has taken the idea of a customer service chatbot a huge step forward. Enter Google Duplex: Google’s brand-new language interpreter making its way to your Google assistant device. While Google has its sights set on a fully automated speech robot that sounds natural, and can understand and respond to genuine speech, right now Duplex is an awesome way to schedule reservations and appointments without manually doing so. Duplex uses a combination of several text-to-speech (TTS) engines to control is intonation to sound as natural as possible. It even says filler-words like “hmm” and “uhh” whenever it’s calculating its response. If you know that you’re hearing Duplex and not a human prior to listening, it’s easy to tell that a robot is talking. However, if you’re on the other end of a staticky phone in a busy restaurant, you may not even think twice about it when Duplex requests a table for 2. You can listen for yourself here.

Looking to the Future

No, you don’t have to update your resume and start job hunting just yet. For every action that can be done by AI systems, a human has to oversee, analyze, and approve it. Every time an AI system is used to analyze a set of data, a marketer must interpret and apply that data to a project. For every Facebook post written by a machine, a Director of Social Media must evaluate the content, edit, and post it. AI systems, while already very advanced, are still in their infancy, and are tools that marketers can use to their advantage. Think of all this data as a foreign language and the AI system as a translator – there still needs to be humans, like the ones here at Elisco’s Creative Café, on the other end to translate to. Is this a good time to mention we’re Google certified?

 

SOURCES:

 


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Joe Novak, Business Development Intern

Joe is currently working toward a B.S. in Business Administration with a concentration in Marketing at California University of Pennsylvania. He is the President of the Student Marketing Association at Cal U—a group that he has been an active member in throughout his undergrad career. Now entering his senior year, Joe is looking to the future; he hopes to one day have a career in advertising, working in an agency setting. 

 

One part cuisine, one part conversation: Anthony Bourdain’s best recipe.

 
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Anthony Bourdain knew that the best conversations unfolded over a meal. At Elisco, we know this, too—it’s one of the beliefs that inspired our café-like office where advertising is always made from scratch. As an office full of creative minds who love food and the conversations that come with it, we were saddened to hear that Bourdain—a fellow food-lover and creative—had passed on June 8th.

In his 11-season run as host of CNN’s Parts Unknown, Bourdain sat, dined, and spoke with a myriad of people: chefs making names for themselves in oft-forgotten American cities, local residents in far-flung corners of the globe, small business owners in the Bronx, and a certain Mr. Barack Obama. More often than not, these conversations brought forward issues that aren’t candidly discussed in the mainstream media. For example, while traveling through Jerusalem, the West Bank, and Gaza, Bourdain spoke openly with citizens on both sides of the Israeli-Palestinian conflict. In Massachusetts, he explored the opioid epidemic that has taken hold of New England while also speaking frankly about his own history of addiction. Following an episode in Iran—a nation which most westerners know little about, despite its prominence in our newspapers— Bourdain wrote, “Nowhere else I’ve been has the disconnect been so extreme between what one sees and feels from the people, and what one sees and hears from the government.” In this way, Parts Unknown became an easily digested and well-disguised public service announcement that allowed viewers to eavesdrop on meaningful conversations from halfway around the world.

Bourdain spent the beginning of his career as a cook toiling on the lines of New York City’s top-rated restaurants, and still, was able to maintain an unwavering belief in simple food. Parts Unknown was made genuine by Bourdain’s inclination to seek eateries off the beaten path. Ever a fan of the 24-hour diner, Bourdain preached the virtues of street food, imbibed in dive bars, and shared a $6 meal of noodles and beer with Barack Obama. For all of the unfamiliarity featured on Parts Unknown, these modest locales gave the show a grain of humility, and endeared viewers to its host with the implication that you, too, can eat like Anthony Bourdain.
 

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Bourdain visited our home city of Pittsburgh in a Parts Unkown episode that aired on CNN in October, 2017. The saga of Pittsburgh is a familiar one: an industrial town enjoys a period of intense prosperity in the early 20th century before falling into economic collapse in the late-1980s. In recent years, however, we’ve been able to enjoy Pittsburgh’s renaissance first-hand. The city’s slow but steady revival is due in part to the introduction of big tech names to the area—not to mention its cultivation of a nationally-recognized arts and culinary scene.

Parts Unknown: Pittsburgh adhered to Bourdain’s “simple food” philosophy— while in town, Bourdain skipped Pittsburgh’s more familiar establishments, such as Primanti Bros., and opted instead for under-the-radar joints in the Hill District and East Liberty. In a nod to Pittsburgh’s more refined fare, he also shared a meal with notable Pittsburgh chef Kevin Sousa at Sousa’s restaurant, Superior Motors, in Braddock.

The episode was met with mixed criticisms from those who know—or have always assumed to know—Pittsburgh. Some felt that the show laid too heavily upon Pittsburgh’s gritty past, rather than highlighting the strides the city has taken to reach its glowing present. Others felt that the critique was fair for a city that seems all-too-eager to move forward, regardless of what or who may be left behind in the process.

Even still, in this dispute, Bourdain’s segment on Pittsburgh achieved what his work has always set out to do: encourage people to step outside of themselves and look at the world around them. For that reason, the episode—not to mention the show, and Bourdain’s career as a whole—should be regarded as an overwhelming triumph. Bourdain created a media phenomenon using three simple ingredients: a passion for food, a talent for storytelling, and an innate ability to get people talking.

It seems especially pertinent now, after his passing, to ask ourselves how we can take these same ingredients and create our own recipes. At Elisco, talking and eating comes naturally for us—and if we’ve learned anything from Anthony Bourdain, the stories should only follow. With simple food and genuine curiosity, not only can we eat like Anthony, but we can live a little bit like him, too.

 

IMAGE SOURCES


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Theresa Doolittle, Copywriting Intern

Theresa is a senior at the University of Pittsburgh, where she is pursuing a B.A. in Writing and Communication, with a concentration in Digital Media. Theresa has studied abroad in London and Prague, where she took courses in literature, art history, and new media. An intrepid traveler and avid photographer, Theresa uses a culmination of her personal and professional experiences to improve her craft and develop her style.