Edelman PR

Ged Carroll discusses an AdAge.com article “that highlighted research about consumers and their use of, and attitudes towards technology.” Carroll highlights the following findings from the survey:

> “People love to buy them, but then they can’t get them to work” - eMarketer analyst Lisa Phillips
> 20 minutes was the average amount of time spent by a consumer trying to set up a device before giving up, over half of all electronic devices returned to stores are in perfect working order
> 77 per cent of respondents researched their purchase online. The same percentage purchased in stores

There are two interesting takeouts from the survey. Firstly it highlights the fact that consumers are researching their purchases online. While this may seem like a no-brainer the amount of organisations that overlook this key feature of the purchasing decision process is astonishing. Secondly, and more importantly, it shows that the Internet can play a valuable role in the post-purchase period due to the fact that it is a content rich medium.

Look at the second finding that Carroll highlights - consumers spend up to 20 minutes trying to figure out how to set up an electronics device. A quick and easy way to help customers during this period of confusion and frustration would be to create a video that shows first hand how to set up the device.

We’ve all tried to make sense out of user manuals in the past, but quite often we dump them because they may as well have been written in a foreign language. By and large, people find the ‘monkey see, monkey do’ approach much easier to learn from. A simple demonstration generally gives customers the intuitive hands-on knowledge they need to use a product. By making the video available online, it serves as a useful reference guide that your customer can go back to if they have problems in the future.

Technorati Tags: AdAge, Edelman, Ged Carroll, PR, Public Relations

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