A business partner who helps a Connecticut real estate firm told me her client wanted "virtual tours" for their website.
Now, "virtual tours" can mean two things. First, those wizzy 360-degree pictures, with tiny counterintuitive pan-and-scan controls and that need a web browser plugin. To get those done, you need an "interactive agency" with a special camera.
I hate those.
The other kind of tour is a simple video like those done by Jim the Realtor, called by James Lileks, "our Virgil on our tour of the housing market".
In a post from last week, I mentioned (almost as an aside) that marketers have to own the “What The Customer Wants” piece if they want any authority. This was a rather loose end that needed tying. I can think of three other subjects that a marketer ought to know cold, if they expect to have a say in corporate strategy.
Interviewing customers for marketing purposes can be done two ways.
Regular calls from your marketing team to customers. This keeps your marketers focussed on customers.
A series of 10-15 interviews, outsourced to a third party who can understand and speak knowledgably about your products and services. The interviewer works from a set of basic questions, but in a conversational manner – to get the customer to open up about their needs and experiences.
Let’s focus briefly on the outcomes from a series of interviews: