Macro Advisory Partners discussed the implications of the Russian invasion with regards to European energy security, political stability, and the cyber infrastructure.

In June, we had the pleasure of facilitating a few episodes of Crooked Media’s podcast series, Another Russia, when the team was in Copenhagen in connection with Obama’s visit. It’s all about war and corruption, as Ben Rhodes interviewes murdered Putin critic, Boris Nemtsov’s daughter, journalist Zhanna Nemtsova.

Podimo’s history podcast “Styr på historien” looks at the war from a Crimea perspective. What actually happened back then in 2014, is the top for Anne Sofie’s discussion with associate professor at the Defense Academy and Ukraine expert, Claus Mathiesen.

Also our friends the podcast, Magtsnak, have dipped their toes in the information war between Putin and Zelenskyy. Here they discuss whether Putin’s information barrier be torn down to let ordinary Russian’s know about the genocide?

All podcasts are facilitated and produced in our sound studio in Copenhagen, incl. recording, editing and upload. While most are physically present, some of the guests and even producers have participated remotely via Zoom.

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More about that and other news from us here

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Every day production funds are squandered away on expensive mediators, who neither simplify production nor increase efficiency. In fact, intermediaries often delay the process and increase the risk of misunderstandings.

Having produced TV commercial adaptations for more than 25 years, you can safely rely on us to get your message clearly across to the intended target group.

Learn more about how choosing the right video partner will free up more of your own precious time, and what to expect in terms of competencies, quality and pricing in the “The 7 Step Guide to Successful Adaptation of TV commercials”. Download the guide here

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Are you communicating relevantly to users at different stages of their decision making process, or are you like most focusing all your communication to that precious 1%, who is actually ready to buy?

You’ll find the answers to these questions and many more in this guide: 10 Easy Ways to Optimise Your Conversion Path

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“Get to the point, and if in doubt make a full stop” was my journalist mother’s words of wisdom. And that goes double for writing web texts. Except for the header. Long headers are great online – preferably formed as a question.

Often you only have a split second to catch potential customers’ attention, so use it wisely. Start with the big draw for your message: The header.

Get to the Point already in the Header

You don’t read webpages – you browse. So don’t save your gold nuggets. Put them into play. As the most important part of any text, a web header must be:

• Instantly intelligible. Catchy without becoming too cryptic, whimsical or implied
• Matching expectations, so the user doesn’t waste time on irrelevant content
• Able to stand alone – meaningful in and of it self, and in Google’s search results

And remember to include the most important keywords for usability as well as for SEO.

More Tips for Effective Web Writing

The internet spills over with good advise on how to optimise texts for web, but here are a couple of the most important:

• Use bullet points for readability
• Limit the copy and use deep links for those who are interested
• Use sub-headers to give users quick perspective and use bold to emphasise
• Use vivid and active language in present tense. Make it personal and avoid passive sentence constructions.
• Always end with a clear call to action that leads the user in his customer journey or decision making process

Please contact Mette Stenstrup on +45 40 88 13 60 or mette@nzinck.com for further information or to set up an appointment to discuss your opportunities.

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By automatically generating relevant and timely communication in all touch points along the customer journey according to individual needs, motives and behaviour, Marketing Automation can optimise your entire marketing set-up – making marketing activities measurable and indicating precisely when a lead is ready for personal contact.

Changing Buying Behaviour

As the market becomes increasingly transparent, potential buyers of high consideration purchases do more desk research and seek advice/reference with peers and colleagues before engaging with sales rep.

Up to 95% of qualified prospects on your website are there to research. They are not yet ready to talk to a sales representative, but 70% of them will, however, eventually buy a product from you – or one of your competitors.

If you push too early, you risk missing out on the sale. Instead you need to mature potential customers by servicing their needs until they are ready to buy.

Nurturing potential customers is about building relationships and trust. By providing the right messages and services at the right time leads are driven effectively through the sales funnel. If you are spot on, potential customers will consider you as a relevant professional experts and source of inspiration, which they may recommend in their network.

Rule-based marketing automation builds patience, persistence and timing into the customer relation allowing you to manage leads more effectively.

Automation requires systemisation and intelligence

The lack of a proper process for scoring, qualifying and following up, faulty contact information and untargeted content will at best prevent you from realising the full potential of marketing automation.

Defining the rules of engagement is mission critical in automating effective lead management. This requires intelligent segmentation with a deep understanding of client passions, pains and decision-making processes.

It’s all about listening for and interpreting signals, meeting needs and adding value to move prospects to the next phase of the decision-making process and closer to sales readiness:

• What messages do the target group respond to
• What type of information adds value – providing differentiated information according to different segment needs
• What signals indicates sales readiness – assign scores
• What score indicates that they are ready to speak to a salesperson

Overview and coherence in the customer experience – across touch points

Please contact Torben Zinckernagel on +45 23 83 76 90 or torben@nzinck.com for further information or to set up an appointment to discuss your opportunities.

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Once upon a time, companies had control over their brand communication – served up in perfect bite-sizes and full compliance with the positioning statement. Now, brands are built up and broken down in a turbulent online universe at the mercy of users and media. The most popular brands are always in direct line of fire, if they slip-up or make the slightest misstep.

Bad news has a tendency to surface, and the harder you try to cover it up, the bigger the risk of exploding in your face. Exaggeration promotes understanding and indignation is splendid click-bait. Especially, if it has to do with popular issues, like pollution, child labour and tax fraud..

Everybody will share their good news, while keeping the messy blunders to themselves. That’s understandable, but maybe not wise. It is positive that the telephone company, 3, comes forward and admits a hacker attack, even if they hadn’t known the full ramifications yet. It shows good intentions and makes us confident, that they will handle the situation. If you have a real stinker, it’s better to air it out than holding your breath. By going public at an early stage, you can stop the ball from rolling, gaining the upper hand to control the process, counterbalance critism and reduce misinterpretations. And when you out yourself, scandals are never quite as sensational.

Can transparency prevent shitstorms and restore a tainted image? Taking responsibility is sympathetic and confidence inspiring, and certainly both Nordea (Panama papers) and VW (emissions) would have been better off, if their executives had stepped up instead of sticking their heads in the sand.

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I was about to give up and hang up, when the message changed: “Please hold for personal service”. YES! Exactly what I need. But lo and behold, a new (still pretty dull) recorded voice now started ranting on about how I am all important and they are always trying to improve the customer experience, so if I’d please press 1 to participate in the customer satisfaction survey. I didn’t, so I pressed 2 only to have the voice ask me to press 1 or 2 depending on the kind of help, I was in need of. Answering this left me hanging for another 4 or 5 minutes with lovely music until I was finally serviced by a lovely and very helpful SAS employee.

This is hardly a unique experience, and SAS is probably no better or worse than most. I, however, fail to understand why companies that recognise customers as their most important asset has to make simple contact SO COMPLICATED.

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