Content Strategie. Flohmarkt Anwendung

Gestern war ich zum allerersten Mal auf einem Flohmarkt als Ausstellerin. Ich muss zugeben Verkaufstalent ist nicht mein zweiter Name. Und auch nicht der zehnte. Aber da meine Tochter ein Klavier braucht, einigten wir uns darauf, ihr altes Spielzeug und Kleidung am Flohmarkt zu verkaufen, um das Geld für ihr neues Klavier zu sammeln. Und so kam es dazu, dass eine Content Strategin um 3:30 in der Früh am Sonntag (!) aufstand, um auf Flohmarkt zu fahren.

Was hat Flohmarkt mit Content Strategie gemeinsam?

Das ist einfach. Wenn man eigene Ware als Content und Flohmarkt-Besucher (und Aussteller) als User betrachtet, dann ergibt der Vergleich plötzlich Sinn.

World Wide Web. In der Content Strategie geht es uns die meiste Zeit darum, einen mit Content überlasteten User mit eigenem richtigen Content am richtigen Ort (Plattform und Gerät) und zur richtigen Zeit zu überzeugen.

Am Flohmarkt hat man genau so einen Besucher, der vor lauter bunter Vielfalt die Hälfte übersieht. Außerdem ist nicht jeder Besucher an deiner Ware interessiert, insbesondere wenn es um Kinderkleidung und Spielzeug geht.

In WWW würden wir mit Landing pages Traffic auf die Seite leiten, wo durch ein durchdachte User Journey jeder Besucher an den Content kommt, den er braucht und entweder ein Kauf oder ein weiterer Schritt im Kundenbeziehung-Aufbau findet statt.

Am Flohmarkt schnappt man die Aufmerksamkeit von den potenziellen Käufern und leitet diese durch die sinnvoll ausgestellte Ware, sodass jeder Besucher schnell und leicht die (für ihn) richtigen Ware findet und im besten Fall auch den Kauf abschließt.

Ich muss vorwarnen, dass ich so ziemlich viel falsch gemacht habe und vielleicht ein paar Sachen richtig. Und dank meinem Studium in Content Strategie habe ich viel gelernt. Hier sind meine Learnings aus dem 8-stündigen Jänner-Frischluft-Flohmarkt Erfahrung.

User Research und SFO

Benutzerforschung ist eine großgeschriebene Thema in Content Strategie. Genauso am Flohmarkt. Hinter eigenem Stand stehend hat man keine Ahnung wie der Stand und die Platzierung von der Ware auf die Besucher wirken. Man sollte in Bewegung bleiben und den eigenen Stand aus der User-Perspektive immer wieder ansehen und auch immer wieder Änderungen vornehmen – sprich SFO (Stand-am-Flohmarkt-Optimierung).

Herumwandern um eigenen Stand empfiehlt sich auch für diejenigen, die an einem Frischluft-Flohmarkt mitten im Jänner ausstellen. User Research hilft beim Aufwärmen.

Sortieren, löschen, konsolidieren

Dieser Prinzip ist gut für deine Webseite und auch für deinen Flohmarktstand ist er sehr hilfreich. Denn als die Sachen verkauft werden, sollten die Leerplätze aufgefüllt werden. Wenn man Suchverhalten von Besuchern beobachtet, kann man die Gruppierung (Konsolidierung) von den Waren umstrukturieren und anpassen. Zum Beispiel anstatt Oberteile nur nach Größen zu sortieren, diese nach Geschlecht (Rosa vs. Blau) aufzuteilen.

Eyecatcher als Flohmarkt-Landing page

Um die Aufmerksamkeit von der Zielgruppe zu eigenem Stand zu lenken braucht man einen Eyecatcher. Etwas was das Thema angibt und auffallend schön oder interessant ist. Dieses Etwas sollte man gut sichtbar platzieren. Dafür dienen oft Sachen, die gar nicht Flohmarkt-tauglich sind. Ich habe dafür schöne Babywippe verwendet. Sie hat mir einige Besucher und Käufer verschafft, wurde selbst aber nicht verkauft.

User Journey durch Flohmarktstand

Eyecatcher gut platzieren ist der erste Schritt zur Erstellung einer User Journey auf deinem Flohmarktstand. Man sollte wieder auf User Research greifen und den Besucher-Flow von allen Richtungen anschauen.

Bei den Webseiten schauen Content Strategen, woher die Besucher kommen, denn die Möglichkeiten sich nahezu unbegrenzt. Zum Glück ist es am Flohmarkt einfacher. Da kommen die Besucher entweder von rechts oder von links. Und so sollte man sich den eigenen Stand von diesen beiden Perspektiven anschauen und dabei an User Journey denken.

Accessibility ist ein Thema

Aus Kostengründen versucht man an einem möglichst kleinem Stand möglichst viele Ware zu präsentieren. In diesem Kontext bekommt das Wort User Journey eine weitere Bedeutung, denn potenziele Käufer sollen zu den Waren auch dazukommen. Contenthaufen sowie Berge von den Waren will keiner besteigen. Sachen sollen auch nicht am Weg stehen oder unzugänglich platziert werden, denn dann stellen sie eine Barriere dar und hindern den Verkauf.

Zusammengefasst hat die Flohmarkt-Content-Strategie sehr viel mit digitalem Welt gemeinsam.

  • User Research
  • SEO
  • Sales funnel (Landing pages)
  • User Journey
  • Accessibility

Überraschenderweise finden diese Content Strategie Grundlagen eine sehr breite Anwendung und das ist genau das, was ich an meinem Studium so toll finde.
Ahja, das Klavier ist 80 Euro näher geworden 😉

User research, Two diamonds and Gut feeling

User research is complicated, expensive and scary. And then there is your gut feeling. It is simple, cheap and supportive. Why wouldn’t you trust it anyway? Let’s talk about it.

User research.

If you do it properly it requires quite a lot of resources, but then you never know what comes out. I mean IF you do it properly.

In reality, however, you never go and say like ‚Um, I have so much money, let’s do some user research!‘ In most cases, you have an idea or even some developments you want to test. Do you really keen on finding out that it is a bullshit? Definitely no. So thanks to that you pick up some user research methods and test groups that will let you find out whatever you want to. Right. The idea is brilliant and it is worth the investment. It is the only possible result of that research, isn’t it?
It is like an observer effect in physics. You see what you expect to.

+ On one hand side, it is a good thing, especially if you need some user research to convince your potential customers. ‚9 out of 10 women would recommend our product to their friends‘. So it is good to know you can ‚prove‘ anything you need to.
– On the other hand, if you are working on your business idea or some prototypes you would really want to get objective results. Why? Cause it is still early enough to change direction, to rearrange the priorities and make something potentially great instead of making potential debts.

The double diamond approach.

So if you are now considering to do user research for your next project but don’t know where exactly to start, try this double diamond approach.


The main idea of the double diamond approach is the guided creativity, I would say.

The first diamond.

Starting with some general problem/project/business idea go and diverge with your user research. This will help you get an overview. After this discovery phase, insights should be gathered and the specific problem should be defined. User research that is done in this first diamond ensures that the problem-to-be-solved is a real one and there is the need for the solution-to-be-developed. Quite a crucial part. Missing it and relying on your guts feeling (full of biases by the way) may bring you to a solution of a problem no one has.

The second diamond.

Knowing the problem different solutions are to be created. It is a constructively guided creative process. The ideas emerged in development phase offer different ways to address the problem and the best of them must just nail it. The result is being delivered as a prototype.

Frustration as an indicator for the right path

The left part of each diamond is all about user research. It always goes wide in order to deliver some precise and useful insights.
If you feel frustrated and confused during the user research part of any diamond, it is okay. You are actually supposed to feel that way. It basically means that you are on the right way.

If you, on the contrary, feel confident and all the pieces fall into their place – that’s a bad sign. Make sure your bias is not fooling your user research.

Gut feeling as a user research method

I once tried to establish a business (full disclaimer: it never really worked). I knew nothing about the double diamond method and I definitely underestimated the user research importance. So looking back and analysing design process I went through from the perspective of the double diamond method unpleasant realisation hits me.
I literally skipped the first diamond relying on my gut feeling. And instead of developing different ideas in the second diamond I came up with one single idea which made it up to a solution of the problem NOONE had. As you can see I could really save up on user research! I really needed that money to cover the debts afterwards…

So good luck with your further projects, and let them be frustrating and confusing at the beginning and fruitful in the end.

 

Read here about some types of biases and yoga (in German) or why Apps are f**king hard to create in a ‚Bias is a Nasty Bitch‘ Article (in English).

Survey incentives – what you can offer

Are you thinking of deploying a survey and need to offer an incentive for the survey participants? Good. I have been in that situation before and, who knows, maybe my thoughts would give you a clue. So here are the options I have worked out.

Activity vouchers

The first option was some vouchers (a Segway drive or a try dive) that can be gambled among survey participants.

You might want to offer an advertising deal to an activity provider to get vouchers ‚for free‘.  However, the activity is always bound to some location, which restricts the group of people who would likely take part in your survey. This incentive might be just perfect if you are only interested in respondents from some specific location.

Pros. 

  • No extra costs.
  • Little time investment needed.
  • No dependence on cooperation partners.

Contras. 

  • Geographical location is fixed. A small group of people interested. A big group of people would not be reached.

T-shirts

The second option would be some T-shirts with appropriate prints. This option is probably the most expensive one as one T-Shirt costs around 20 Euro. So granting every participant would be very expensive, though gambling 4 T-Shirts among the participants could work. Example of a t-shirt provider would be www.shirtinator.at

Pros. 

  • Supports wide geographical and interest coverage. A big group of people can be reached.
  • No dependence on cooperation partners.

Contras. 

  • Extra costs.
  • Time investment needed.
  • Content development for the T-shirts needed so that they speak for the brand as well.

Cooperation

The third option would be to shift this ‘granting problem’ to the cooperation partners. In this case, other organisations can be asked to share the survey and offer some incentive for participating, e.g. free time providers share and offer activity vouchers. For doing so they would get an access to the survey results or some other valuable service from your organization.

Pros. 

  • No extra costs.
  • Supports wide geographical and interest coverage. A big group of people can be reached.
  • As cooperation partners have direct access to the respondents and know best about their interests – they can offer benefits that suit to the audience the best.

Contras. 

  • Time investment needed.
  • Dependence on cooperation partners and their reliability not to disappoint survey participants.

Amazon voucher

Rambling an amazon voucher seems to be a pretty wide-used incentive as it naturally covers a wide group of potential respondents. However it is being used very often and often enough no voucher is being rambled at all, so that this incentive may become untrustworthy because of being misused.

Pros. 

  • Supports wide geographical and interest coverage. A big group of people can be reached.
  • Little time investment needed.
  • No dependence on cooperation partners.

Contras. 

  • Extra costs.

No incentive

Another option would be not to offer any incentives at all and hope that people are just nice and will answer the questions because of their good will. In this case, the number of questions should be very minimal and it could be a bit entertaining to keep people in a good mood to complete the survey once started.

Pros. 

  • No extra costs.
  • No geographical limit.
  • No dependence on cooperation partners.

Contras. 

  • Time investment needed to create and promote the survey properly, otherwise, it would not work.

At the time, I have deployed my survey I have stuck to the option with no incentive and concentrated on making questions and the survey promotion outstanding. So good luck with your survey and let me know if there are some incentive opportunities I haven’t come up with.

Free survey tools

Recently I have deployed a user research* in order to understand urlaubster user and their content needs better. However, it took me at least one week to investigate different tools and find out which of them offer free versions, what are the restrictions and which of them would serve the purpose of my project. Different tools have been taken into consideration, so in case you are currently looking for such a tool, here is a list of those I have taken a look at. Hope it will save you a week time 😉

Tool with free version Survey amount Time Questions Responses Notes
www.enalyzer.com 1 unlimited unlimited 100 none
www.unipark.com > 1 2 weeks unlimited > 2000 Different licenses can be tested for 2 weeks
www.netigate.net unlimited 30 days unlimited unlimited Paid version starting at ~500 Euro per month
www.powr.io
Survey plugin for WordPress
unlimited unlimited 6 unlimited  none
www.opinionstage.com
Survey plugin for WordPress
unlimited unlimited unlimited unlimited Only single choice question type possible
 www.google.com/analytics/surveys No free version

The tool of my choice was netigate.net as it is a professional tool with a wide range of opportunities when creating and also evaluating a survey. This tool is beautifully designed and offers great infographics for results visualization.  Flexible and mighty backend made me happy, whereas smooth, responsive and user-friendly survey frontend made user experience pleasant.

Thus thumbs up and my recommendations for netigate.net.

* A brief summary of my survey results including some graphics by netigate.net can be found in urlaubster blog.