Satisfaction Survey, Focus Group or Both?

MDG_NAR Chicago Eblast_10 2017_Does Your Association Value Prop Stick-

Know thy member. Understanding the evolving needs of members and identifying gaps to align your strategic plan is imperative. Where to allocate budgets, what programs to focus on and how to prioritize scarce staff resources. So what’s the best course of action? Should you conduct a member needs assessment or invest in a focus group? Or both? Consider the following:

MEMBER SURVEYS

The biggest pros:

  • Online surveys are very efficient
  • The data does not lie
  • It’s a scanning exercise that leads to planning
  • It’s objective

Don’t assume you know what members are thinking – focus on the facts. Surveys capture contemporary feedback from wide audience segments with concrete results that can be analyzed and presented to your Board.

For next year or the next three years, these can provide an excellent, objective backdrop to strategically plan:

  • Insights into member value (what’s valuable)
  • Behavior (what do they use)
  • Communication preferences (which channels and how often)

This is a critical management step to determine how to drive engagement and value through your association’s programs and services.

“McKenna Group’s work on our member survey was vital to the creation of our new marketing plan.  We now have a much better understanding of the value that we provide our membership and the best way to structure our value proposition.”

Bill Head
Director of Communications
MetroTex Association of REALTORS®

FOCUS GROUPS

Why conduct a focus group?

  • Dig deeper into the minds of your members
  • Allow key stakeholders to share first-hand perspectives and feedback on a variety of high-level topics: your association’s programs, services and delivery channels

Being able to ask follow-up questions and read body language can be vital to getting the truth on how members feel about current and future programming. It’s critical to have the CSE (chief staff executive) and CEO (chief elected officer) help to steward the process to invite attendees but no ask questions directly.

Hiring a third-party facilitator often provides the necessary “let your hair down” atmosphere to hear members’ blunt input and probe deeper. A recapping deliverable is often helpful to provide CSE and Board insights and member preferences. This can become the bedrock for strategic planning efforts and keeps the Board thinking strategically and engaged.

McKenna Design GroupMDG_NAR Chicago Eblast_10 2017_or both_Member Survey Circle

With over 15 years of experience in the real estate industry, McKenna Design Group supports scanning, planning and implementing a wide range of association solutions including:

  • Satisfaction surveys
  • Successful focus groups
  • Strategic planning
  • Increased member engagement

The best solution is catered to the specific needs of your association and goals of your Board. Contact MDG.

How Content Hierarchy Could Have Saved The Oscars

HOLLYWOOD, CA - FEBRUARY 26: Detail shot as 'La La Land' producer Jordan Horowitz holds up the winner card reading actual Best Picture winner 'Moonlight' onstage during the 89th Annual Academy Awards at Hollywood & Highland Center on February 26, 2017 in Hollywood, California. (Photo by Kevin Winter/Getty Images)

The awkward Best Picture announcement at the Oscars Sunday could have been avoided. Regardless of how Warren Beatty and Faye Dunaway got ahold of the wrong envelope. The horrible user experience that followed was unnecessary. Presenters should be able to tell the category through even a glance. Thanks to weak typography and illogical hierarchy the wrong winner was declared amid confusion.

The All-Powerful Hierarchy

Best practices of content hierarchy ensure accuracy and a much better user experience for the presenters and the winners. Legibility, scan-ability and readability are all hot buttons when we design. Here’s how we’d redesign the card:

  1. The award name is at the bottom, tiny and oblique. Easily missed, as evidenced by Beatty’s confusion on stage. We moved the name of the award to the top of the card in large, all caps type. Beatty would have immediately known that he had the wrong envelope and the La La Land/Moonlight debacle would not have occurred.
  2. The winning name is too small and blends in with the subhead. We differentiated the two pieces of information by using all caps and bold type on the primary winner and smaller, lowercase for the other information.
  3. The use of the Oscars Logo at the top of the card (the largest element!) is an unnecessary waste of space. The logo can stand strong, smaller at the bottom of the card.

Oscars Card Redesign

This mistake is reminiscent of the “hanging chad” issue from 2000. The artistry of excellent design is transparent. Like Shakespeare’s negative capability, well designed work brings the message to the forefront. Good design is good business.

#McKennaDesignGroup #Oscars #GoodDesignisGoodBusiness #MDG15thHour

Cyber Monday – Providing Holiday Joy Click by Click

Black Friday has nothing on Cyber Monday.

Cyber Monday. Don't miss the biggest online event all year.
Cyber Monday. Don’t miss the biggest online event all year.

After its inaugural launch in 2005, Cyber Monday has quickly grabbed a hold of Americans. The 2016 estimate is that 36% of Americans will shop on Cyber Monday according to the National Federation of Retailers. This represents a 2% increase over 2015.  In 2010 comScore measured a whopping $1 Billion in sales. That number is estimated to grow exponentially in 2016 to $3.3 Billion dollars, according to Forbes.

Online shopping provides holiday joy click by click. A great user experience can happen anywhere. With any device. There’s no long line. No constant bumping in the aisles. No crying toddlers (unless of course you have a crying toddler at your side).

Shoppers can have a tailored experience – over coffee in the morning, or with a beer in the evening. Whatever’s your pleasure is yours for the taking. A good digital strategy includes a brand-led experience balanced by understanding your targeted user and delivering how and when your customer is ready, willing and able.

The digital shopping world continues to increase its footprint and impact. Best practices shouldn’t be thrown out the window as you sell online. Now more than ever a good user experience is critical. 60-80% of  online shopping carts are abandoned. Marketers and e-commerce teams need to make the path to purchase as easy as possible and be able to evaluate the benefit of cross-sell / up-sell versus a distraction that take online shoppers of course completely. Who are you selling to and deliver an experience that has user-centered design at its core.

The Joy of Online Shopping

But returning to Joy. A great user experience is easy to spot. Provide a clear offer. Make the buy button easier to find and click. Keep related offers, the cross-sell / up-sell, available so that when I want the matching hat, gloves, scarf, it’s there. Spread joy by sharing your great experience if you are the recipient. Spread even more joy if you are the creator of the experience. Click. Click. Joy.


McKenna Design Group creates amazing experiences. In print, online and everywhere in between. We’d love to help you deliver Return on Experience. Find out more.

Forget Wheaties, Enjoy Deep-Fried Goodness

triple-donuts
Doughnuts – the perfect finger food

November 5th is National Doughnut Day. This is one of our favorite holidays – when our nation comes together to enjoy fried goodness.

How was the doughnut created? Who first invented it? Was it intentional or by chance? Amazing how fried dough can stretch a smile a mile wide.

It’s said that the doughnut came to us via Holland and was originally called olykoeks–“oily cakes.”  Should the name “olykoeks” persisted, this fried pastry might not have survived and National Doughnut Day wouldn’t be the same as it is today.

Attendees at the National Association of Realtor®donut_day2 annual meeting were greeted with unexpected in the lobby of the Orlando Hyatt. What better way to start the morning than with a doughnut and a cup of coffee from the team at Hyatt Orlando.

The best brands do what’s expected extremely well: a smooth check-in process, a clean room that meets the needs of the business traveler, helpful and friendly staff. An extraordinary brand does the unexpected. What better way to surprise and delight conference attendees and hotel guests than with doughnuts with a side of coffee.

In recent years doughnuts have come to enjoy couture status – everything from maple glazed doughnuts topped with pepper-spiced bacon to literary-inspired (or cereal embraced?) Captain My Captain doughnuts from Voo Doo Doughnuts (Portland, Oregon’s favorite doughnutiere). Buying doughnuts from Voo Doo is a great customer experience. Especially when doughnuts are lined in a coffin. One thing is sure: no matter how you roll there’s a doughnut for you.

National Doughnut Day is worth a visit to the Windy City’a best donuts Firecake Donuts. Firecakes is where your grandmother’s kitchen meets designer flavors. Enjoy old fashioned favorites including a scrumptious buttermilk donut or reach for the islands and gobble up a coconut cream.

An apple a day might keep the doctor away, but a doughnut today is good medicine too.

#InaHyattWorld #NationalDoughtnutDay

National Color Day – Red

red roses-photo
A Sea of Red Roses

In the red forest that blanketed the earth like a sea of roses, when time sang with the voice of the earth mother, when the tides of time, in rising, swelled, full of like, when milky breasts flowed endlessly, and it was the beginning, and life reflected the blood-red day, and I was new, and I came into love…

-Chantal Chawaf (1943-)

About Red:

  • More than any other color, red symbolizes strength.
  • Red is seen best by the human eye because, of all the rays in the light spectrum, this color refracts most rapidly on the retina.
  • The Onge of the Andaman Islands in the Bay of Bengal cover themselves everyday from birth with a mixture containing red ocher to guard against illness and scorpion bites.

Famous Logos Using Red:

red-logos
Coca-Cola, Netflix and Target Corporation

Thank you to Anne Varichon’s Book – Colors, What They Mean and How to Make Them, for supplying content and inspiration.

What was the last campaign you remember? Was it “I’m lovin’ it” or maybe a campaign centered on a sporting event? The most powerful campaigns pull at our heartstrings and spur us to action. At McKenna Design Group we tell a broad range of stories. Check out one of our favorites.

National Color Day – Yellow

yellow-photo

I was pleased with myself when I discovered that sunlight, for example, could not be reproduced, but that I had to represent it by some other means… by color.

-Paul Cezanne (1839-1906)

About Yellow:

  • The first pigments of yellow are traced back to the first cave painting more than fifty thousand years ago in a cave found in the northern part of Australia.
  • In India, the color yellow is connected to marriage (as indicated by the expression “to yellow the hands”) and conjugal happiness, and the pigment extracted from turmeric plays and essential role in this context.
  • In the Fiji Islands, when a daughter of a Lau noble reaches 16, she is forbidden from the sun, remains in at home for a period of time covered in a blend of turmeric and old so her skin becomes more dazzling.

Famous Logos Using Yellow:

yellow-logos
Post-it, McDonald’s and Best Buy

Thank you to Anne Varichon’s Book – Colors, What They Mean and How to Make Them, for supplying content and inspiration.

No one wants to be disappointed, to have a bad experience. Everyone wants to be delighted, happily surprised. It’s the little things that add a smile in the every day journey we as customers experience. Every. Single. Day.

We expect more from brands. We want to be heard and be part of the story. The user experience is central to a brand-led experience. Brand loyalty must be earned. Create that branded user experience so fantastic that it knocks the socks of your customer. Gain momentum by empowering your customers to tell their friends, family, co-workers, teachers, baristas, Uber driver just how awesome the experience was. And then do it again.

National Color Day – Orange

orange-photo
Orange you glad I didn’t say banana?

“Orange is red brought nearer to humanity by yellow”

–Wassily Kandinsky

About Orange:

  • Orange is the only color whose name was taken from an object.
  • Nobility were the only ones during the Elizabethan Era would were allowed to wear orange.
  • Originally, carrots weren’t orange. The most common color was purple until 17th century Dutch growers crossbred white rooted mutated yellow and wild carrots.

Famous Logos Using Orange:

orange-logos
The Home Depot, University of Illinois and Nickelodeon

Whether attempting a home remodeling or getting a degree, the process is perfect. Process is something we think about when designing a user experience for our clients. Building a 360 degree user experience and affecting how your customers experience your brand – orange or not – is what we do best. Own the experience. Get ideas how.

National Color Day – Brown

brown-photo

“I cannot pretend to feel impartial about colors. I rejoice with the brilliant ones and am genuinely sorry for the poor browns.”

–Winston Churchill

About Brown:

  • The Japanese do not have a specific word for brown. Rather, they use more descriptive names such as “tea-color,” “fox-color,” and “fallen-leaf.”
  • Brown is the color of security, protection and wealth.
  • If you dream of the color brown, it means you will be lucky with money.

Famous Logos Using Brown:

brown-logos
A&W Root Beer, United Parcel Service, Inc and M&M’s

How do you break through – in awareness, messaging and engagement? UPS provides a great example of how a brand can literally own a category. Capitalizing on the strength and omnipresence of brown through their trucks, uniform, branded packaging UPS’ 2002 campaign “What can brown do for us?” upped the ante from just a service delivery to all of the steps in the process.

“At UPS, brown is more than a color — it’s a tangible asset that people associate with all the things that are good about our brand.”

said Dale Hayes, vice president for brand management and customer communications, in a news release. “This campaign extends that association to the scope of new, and perhaps lesser known, capabilities we offer the marketplace.”

Does your organization ‘own’ a color? See how color can build preference and loyalty.

National Color Day – White

white-photo

“The white canvas-it’s like a layer of dust that covers up the real painting. It’s just a matter of cleaning it. I have a little brush to clear away the blue, another for the red, and another brush for the green. And when I’ve finished cleaning, the picture is all there.”

-George Braque (1882-1963)

About White:

  • In 1669, Isacc Newton demonstrated that the color white results from the synthesis of the six colored rays that compost the spectrum.
  • Many cultures have many perceived variations on white. For example the Inuit have 7 variations of white, Japanese use 6 distinct terms to evoke whiteness and in India Sanskirt texts describe whiteness by object (example: whiteness of a tooth, whiteness of a pearl or whiteness of an autumnal moon).
  • The whiteness of milk and it’s symbolism is important in many cultures, for example in Muslim Egypt, they refer to milk to describe a beautiful day.

Famous Logos Using White:

white-logos
Metallica, Cartoon Network and Uber Technologies, Inc.

 

Thank you to Anne Varichon’s Book – Colors, What They Mean and How to Make Them, for supplying content and inspiration.

National Color Day – Purple

purple-photo

“I see the red flag outside me window: the shadow, in fact, appears violet and dusky to me: it has an orangish glow, but why isn’t there any green? First of all because red needs to have hints of green, but also because of the presence of orange and violet, two tones that introduce yellow and blue, which make green.

-Eugene Delecriox (1798-1863)

About Purple:

  • Purple is among the most complex dyes to extract and, there, the most expensive, and was reserved for the clothing of nobles.
  • Kalasha women and young girls in Afghanistan make themselves up for the Feast of Flowers by drawing thick violet circles around their eyes. Before cosmetics, they would have used powder make of ground partridge leg.
  • Pope Paul II (1417-1471) decreed that cardinals would wear purple, and in the Roman Catholic Church, purple is still reserved for cardinals.

Famous Logos Using Purple:

purple-logos
Hallmark Cards, The Willy Wonka Candy Company and Yahoo, Inc.

Thank you to Anne Varichon’s Book – Colors, What They Mean and How to Make Them, for supplying content and inspiration.

Strategy Leads the Way

You know where you want to go but don’t know the way. Luckily, most women will stop for directions. Men: get a roadmap. Strategy projects provide the foundation of understanding for everything. Determining your organization’s position in the marketplace or how to get the most from your social media plan and channels. You need a plan.

At McKenna Design Group we believe that above else Strategy should precede tactics. A home builder or remodeler depends on blue prints. They define the project and provide cues as to the order in which the project will be done. Starting without a plan is no different that driving in circles. Don’t be lost: Get a Strategic Roadmap.

McKenna Design Group is a full-service marketing communications and technology firm in Chicago. Hire us and we'll develop integrated, results-driven solutions. Our promise? Return on Experience.® We build a brand so customers advocate for you.

GSA NAICS Codes 541430, 541511, 541613, 541810, 541910