Website Review – Fifteen Seconds

fifteen-seconds-logo-white

How friendly is the website?

Already by entering in the website, there is a welcoming feeling provided. The most important factors are visible from the. There is also enough information.  On the first view, it is possible to recognize what the Fifteen Seconds festival is which includes the next festival dates, description, after movie and a red marked bottom in the upper right corner of the website to buy the tickets, which is well visible. In case of any problems, they found in my opinion a good solution to solve them. On the upper right corner, there is a chat icon and by clicking on that, a window is opening. In terms of any queries visitor are able to go into a direct conversation with one of the responsibles. This provides a fast problem solving and saves time resources in order to provide a better user experience.

In the website itself, it is not possible to find any tool to increase the text of the website. However, by increasing the text via keyboard the text is still well visible without taking any negative impact on the content of the website. Furthermore, the website feels not overload at all, there is enough white space so that important think are visible quickly.

Unbenannt-1.jpg

Does it communicate everything it needs to?

The purpose of the website it is clear from the first moment by entering in it. As just mentioned, the most important information is already being communicated at the very beginning to the visitors. Also the type of audience they target it is recognizable by landing on the page as they address them as “curious minds”, which already provides the information that this festival is supposed for higher educated business people. By scrolling down more information about the festival is provided, which is kept really barely so it is not overloaded and important things are able to scan quiet fast. These information sections are always switching between blue backgrounds followed by a picture with red filter, blue background again and so on. In terms of that, the organizer provides further information in terms of numbers, partners, speakers, programs, information about the discussed topics at the festival and information about the festival experience (stage, duration of presentation).

As mentioned about the switch of blue background and pictures with red filters, the website show a high consistency, in which through the whole website the same language is used, the same typography and so on.

Also the navigation bar seems to be useful. First of all possible festival visitor have a quick access to the most important information as festival, speaker, program and FAQ (which is important as a festival is connected with many queries). There is one more interesting button on the website, called “press”. I think it is important in that sector that journalists have a fast access to the provided information and the press releases, which can be taken (pull communication), to make them public which in addition can be implemented as gratis advertisement.

Unbenannt-2.jpg

How relevant is the content to your audience?

They do have found a good solution to keep customers on the website:  Already at the beginning, customers are being connected with the aftermovie of the festival, which is in my opinion one of the best instruments, for giving people the most possible impression of a festival. All the content of the festival therefore, is being explained in 2 minutes where they get also impressions about the festival itself. The copy focuses on both, what customers want to know and what they want to tell them. This means that customers are provided with the right information (date, place etc.), but they communicate also to the visitors a certain feeling in terms of addressing them as “curious minds”, which creates already a special experience. In the FAQs, every possible query on the festival is covered. The FAQ contains mostly information about the tickets, the festival structure and so on. For any problems, which are not discussed in the FAQs, there is still the possibility to get in a direct conversation with the provider.

unbenannt-3

How beneficial is its interactivity?

That the main emphasis of the website is the sales of the ticket, this already clear in the first moment by entering. There is not much interaction visible at the beginning. On the upper right corner there is the access to the social media plattforms (Facebook, Instagram, Twitter) and by scrolling once visitors can subscribe for newsletters and updates, the call to action therefore is “become also a part of the community”, which is a very inviting strategy. The button for buying the tickets moves with the website by scrolling and is positioned always at the same place of the website.

The contact information is once in the footer as text and once in the footer as well as “impressum”. Herby the contact information in my opinion should be implemented already in the top navigation. It is important to reach this information fast as this is a festival, where they also do search for cooperation partners or media and press request. In terms of that the access to the information should be already given in the top of the website. In the impressum there is some more information as bank data for transaction of ticket sales, management and so on.

The content seems quiet effective to bring the customers to the purchase decision. Through the whole website the content, they have developed is targeting on brining the festival closer to the visitors with a nice solution on how they do provide the information, which for triggering a purchase desire, in my opinion is well done. To bookmark the website there is no special call to action. On the website navigation at the first page on the top there is another navigation, hence is not moving with the main navigation downwards.  That button I was just talking about is called magazine where they release blogs or general news about new trends. This is a good tactic to bring customers back to the website, as they are interested in kept being updated.

With the privacy policy, it is just necessary to agree in the final action of the payment of the ticket sale. If in the case customer feel like get information about the privacy policies they can find them in the footer. They do not have ticket accelerators, but they do send always e-mail information about the start of the ticket sale for example.

Unbenannt-4.jpg

 What about navigation?

Among the research for the webpage, providers are following the three-click rule. I needed exactly three clicks to put the tickets in the trolley, afterwards just the transactional details where anymore required. The structure of the webpage shows a logical principle. On the first page visitors arrive, they already are able to get the whole information about the festival in one scan, to support customers with information they need to get a purchase desire.

Also a positive user experience is given. The content is not do overloaded and enough information is provided. Users can navigate back to the homepage very easily by clicking on three different buttons 1) the FS logo 2) festival 3) and the button festival (one more time in the upper navigation). Also the button for doing the purchase action has got his clear position in the website and is well visible. The navigation bar is very clear and makes sense. It contains all required information for potential customers and for the press or the partners. One more thing they could but in the navigation bar are the contact details (“Impressum”), in the case that journalist are interest be interested in writing about the festival, they could have a fast access to that information. Otherwise, the navigation bar is fine; all the necessary information for the festival is implemented as festival general information ( button called “festival”), speakers, program, press and FAQ. Additionally to that, there is three more navigations in the upper section as festival, magazine and team, which however are not moving with, by scrolling down. The link to the social media platforms it fits to the rules (upper right corner). There is no search option in this website, which either is not necessary because it just contains the ticket sales as main conversion. In the lower left corner, there is the button visible in red for getting in touch with the organizer in a direct conversation. There is no back and forward arrows in the webpage, which is not a disadvantage in this website. As there just the tickets can be bought, the navigation is limited and people can always reach the homepage by clicking on festival button or the logo.

Unbenannt-5.jpg

Design quality?

The design of the website is very attracting and aesthetic. The CI is also given. As it can be found in the Logo, in the design, there is everywhere an implementation of the red color. The typography is keeping the same font in through the whole website. They created also a hall of fame with the best or most famous speaker where they do use always the same background in the pictures. On the information page, as it was already mentioned they are always using a combination of blue/black background with a followed picture of the festival with always a red filter. So there is given consistency. There is enough white space, the information is structured well, so that all in all is not overloaded and important things are easy to scan. Also the size of the font is well done, as important things have a bigger font-size or are marked in bold.

unbenannt-5

Arriving at the website of FS it is already on the first view possible to recognize where you are and what it is about. In short words it is explained what the festival it is about, the dates, place, time, the aftermovie and a button to purchase the tickets. All the just listed information it is possible to scan in one view.

unbenannt-6

The design is simple and minimalistic with interesting content, which holds the attention of the visitors. This means that also the positioning of the objects is done in a proper order, therefore they avoided clutter. The corporate color red which is contained in the logo can be found again on the website. Through the whole website they to have a red touch in the font color, pictures with red filter and the most important icons are also in red (ticket buy, help icon…).

Also for the description of the festival stages or the topics, which attend at the festival they invented nice pictograms. This provides an easier understanding to the audience and leads to a higher acceptance.

Unbenannt-7.jpg

In the navigation bar there are not many links just these once who are really necessary for the first information the visitors need. No error or frustration can be found on the webpage. There is no back button existing as the website provides not many items to buy as for example an online store does. Therefore, you just can go one page ahead. Going back it is possible by clicking on logo or festival button, which is not disturbing, and it brings you back on the homepage. All Images have a good quality and are aesthetic.

unbenannt-8

Copy Quality?

The content is kept short, with the most relevant information, which is visible very quick. The quality of the language is very good, grammatically correct and the formal way they write is business related, it has a creative tone and fits well to the target group. The creative way they write is appealing to the audience, which in my opinion creates a demand of buying a ticket. As in there is just information about the festival and the ticket sales there is not much to say about the different sections because they are very clear. As mentioned in previous section important information is easy to scan.

Readability?

The website provides the right information needed for the visitors. The hierarchy of the font size is in a proper way (important information have a bigger size, more important info’s are in bold) and the text always is kept in the same size. Even for the typography, a typeface without serifs is being used. The icons, which links visitors to a next site, are clear. The readability in general is very good, as they ways use a darker background and the color of the typeface is always in white.

Unbenannt-9.jpg

Attention to detail?

All mandatory and corporate identity requirements are included correctly, as there always the same font and colors are being used. Even the design of the website fits to the rest of their communication strategies.  There is even information provided about the team and the partners. Privacy policies can be found in the footer. There is no grammar mistake on the website. The facts are all written correctly and in a proper order. Also the Information is updated which means visitors get connected with the actual festival dates in the year 2017. The new speakers for 2017 are being updated as well. There is no unnecessary information on the website.

Credibility?

The website is done in a proper way, which provides a friendly user experience and leads to a higher satisfaction. Things can be handled very easily and visitors get a fast access to the information they need. With three clicks it is possible to buy the ticket. The design is nice and in an aesthetic way and the website is not overloaded. The design of icons is understandable and leads do an easier understanding. The structure of the information is also clear and recognizable. Vsitors know where they can get which information in short time. There aren’t disturbing pop-ups when I arrive on the website, blue text or underlined words (everything is in white,  they play with font size and bold).

How good is the marketing?

The marketing solutions in that website are done in a proper order. That is what I also expected from this website as we are talking about a marketing festival so exactly this should be the case. Anyway, by landing on the website the proposition is clear (festival for curious minds). The offers in the different ticket classes are also very clear. The language of the information is very customer oriented which means they use the same language and in a very creative way.

Also the parts which are not updated yet are market so the audience now what is going on. For example on the navigation at the buttons magazine and team by swiping over the information “coming soon” is pumping up.

Unbenannt-10.jpg

There is no actual reference for recommending the website to friends, but they do have links to Facebook, Instagram and Twitter, which can be seen as recommendation in an EOWM (Electronic Word of Mouth) perspective. The SEO strategy is working well, which means that when typing “fifteen seconds” in google the website is pumping up as first score and in typing “festival graz” it can be found as the third result.

Unbenannt-13.jpg

Unbenannt-11.jpg

 

 

 

 

 

 

Unbenannt-12.jpg

 

The branding?

As already mentioned the corporate identity goes through the whole website with the same font, colors etc. used.  Even the way, how they present themselves is consistent with other social media strategies. The tone is also very target group oriented and they arrived at the point, were they do have an exclusive image in which the audience is pleased to transfer the image of the festival on themselves in taking part the festival. It is clear and understandable what the brand is, what they do and what the support.

Accessibility?

The website is working same for all browsers. The change of monitor size does not show any discrepancies as well. This means that by switching the size on mobile devices the design of the website automatically changes on another view that fits perfectly to the size of the screen where information is adapted.

Loading Speed?

The loading speed in navigating in other information is working well and fast. Also the aftermovie on the website pops up really fast by clicking on it. There is also no disturbing animation or graphic on the webpage, which could affect the loading times.

Use of multimedia

The media items, which are being used here, are all implemented in a meaningful order.

Lukas Lanbacher

Fifteen Seconds (Objectives and Convertion)

Objetcives

The main goal of the brand is to get the 3.000 tickets sold out. The strategy of Fifteen seconds contains much more. Furthermore, part of the strategy is to get loyal customers who are going to visit the festival at every time when it takes place. Every year, Fifteen Seconds is searching for new festival partners. What the brand therefore did is to create a community of curious minds. Once people had been part at the festival, they get newsletter in which they are kept informed about the next year’s festival, speakers, pre-sale start and so on. The interesting thing in the e-mailing is that they don’t keep a formal language, thus they communicate with you as you would be a friend in which they are providing a much more relaxed feeling and a positive experience as an outcome.

Sell: The company Fifteen Seconds uses their website to provide the festival tickets. In that view we  are talking about direct sales. Of course, it is possible to buy the tickets at the gate but most of them are going to be sold on the website. Thus, customers are independent of the location and time and are able to buy the tickets online. Furthermore, they have the possibility to get discounted prices in different phases of the sales where prices are increasing (early-bird tickets). This allows the brand to sell the tickets already nine month before the festival starts. In case there are not enough sold tickets, the company could react with additional campaigns to increase sales.

http://fifteenseconds.co/en/

Serve: As already mentioned is the brand using their website to pre-sale the tickets in which consumers have the possibility to get discounted prices on for example early-bird tickets, where they have price variations in different phases in which they are going to increase.  Fifteen Seconds is therefore using different digital channels to get the customer attention for the pre-sale phase but also to recap moments from the festival to give the consumer a summary about the festival experience in an after-sale phase.

Implemented channels hereby are:

  • YouTube

YouTube is providing a recap of the festival in which the brand provides an admission of the presentation of the keynote stage. Thus, visitors of the festival have the possibility to watch the presentation they have missed or if they just would like a more accurate look at it in afterwards. This is also a good strategy in order to generate new potential customers. There are probably consumers who have heard about the festival, so the first thing they are going to do is to type the name of the brand into Google. There they will get the access to the recap video on which they can have a look at it. After watching that consumers are probably so impressed about the content, that they will take part of the next festival. A Second possibility is that visitors are afterwards able to show some impressions of the festival to their friends and generate therefore potential visitors of the next festival.

  • Facebook (Fanpage)

The Facebook fan page is as well in the pre-sale as in the after-sale phase used. During the whole year, the brand is using the Facebook page to release articles written by their bloggers, draw attention for the pre-sale of the festival tickets or to present some captured moments after the festival. The brand is working with the same principle for other social media channels as Instagram and Twitter.

https://www.facebook.com/wethinkahead/?fref=ts

  • Instagram (#thinkahead #fifteenseconds)

Instagram is also so used for user-generated content in the after-sales period, but more of the in a later point.

Unbenannt-1 Kopie.jpg

Unbenannt-2.jpg

Unbenannt2.jpg

  • Twitter

Talk: In case of any kind of problem at the pre-sale phase, costumers have the possibility to go in a direct conversation with the organizer of the festival. This helps to a higher customer satisfaction and a faster problem solving. On the site of the website, there is a speech bubble icon, with one click there is a chat window opening which allows to chat with one responsibles and in 2-5 minutes one of the employees is going to answer on any issues.

Unbenannt-3.jpg

Unbenannt-1 Kopie.jpg

Second for the very important for the talk in this case is Instagram and Twitter where people are forced to capture moments and publish them on the platform under the hashtag “#thinkahead16”. At certain points during the festival the audience is also being forced to re-tweet certain things or actions.

Unbenannt.jpg

 Measurement: As we have heard, the goals of the festival are:

  • Selling 3.000 tickets
  • Generating new partners
  • Engaging customers (make them loyal)
  • Interact the customers

 How can this objectives being measured?

First, we are talking hereby about realistic goals, which means that they are achievable. Those just analyzed goals can be easily measured. The  visitor they can measured on the sold tickets, the partners on the number of the new partners, the consumers who have done repurchase on the database in which are names, e-mail addresses and so on saved and finally the user generated content with the number of posts in social media platforms under the hashtag “thinkahead16” and subscriptions.

Convertion

So let’s talk about the convertion. The convertion is it the final target action which is requiered by the advertiser. The most important convertion for the brand is the sale of a ticket on their homepage. Furthermore other convertion are happening on social media plattforms as for example:

  • Twitter

Twitter is not important as the convertion sold tickets, but it is important to engage the customers. In terms of that the convertion would be a subscription, a follow, a tweet or a re-tweet.

  • Instagram

The convertion on Instagram would be the user generated content in form of the post of a selfmade picture around the festival under the hashtag “#thinkahead16”.

  • YouTube

On YouTube the convertion could be measured on the posts, the likes or the subscription. But this marketing instrument was implemented for a much more important convertion which is first reach and second generating new potential customer. Still to mention is that the actual convertion (ticket sale) it is difficult to measure if it’s the success of the YouTube kampagne.

  • Facebook

The convertion on Facebook is a similar one than on Twitter as the content it’s mostly the same. Thus as convertion we have a new like, a new group member, a share or a subscription.

Lukas Lanbacher

Audience Analysis: FIFTEEN SECONDS

Fifteen-Seconds-Logo-White.jpg

Unbenannt-1.jpg

Lukas Lanbacher | Advertising Communication Technology 1 | 1 Term 2016

The Fifteen Seconds Festivals it is about a Marketing Festival which takes place once per year in the historical city of Graz in Austria. They call it also the festival of Europe’s curios minds where 3.000 participants, 120 speakers and 900+ companies in 12.000 m² are coming together. In these two days the audience is getting connected with certain backgrounds and facets of economy, innovation and creativity. The elite of speakers is coming on to the stage and cover a broad range of success stories global brands. The speakers challenge trends, share insights and inspire with their ideas of the future.

The organization also built partnerships that are mainstay. Since getting big ideas going never happen alone, therefore the brand teamed up with certain companies and brands.

Business analysis

Marketplace position

The brand Fifteen Seconds is organizing a festival which takes place once per year, the rest of the year the audience is being kept in touch about new trends via press releases and blogs. Therefore Fifteen Seconds is manufacturer or a primary service provider.

Revenue Models

The revenue streams the brand takes from the sold festival tickets and through the support of their partners, thus we are talking about the “direct product sales of product or service” model.

Commercial Model

Connected to the previous description the “fixed-price sale” will be the most reasonable commercial model.

The on-line contribution

The tickets of the festival are being sold online, however to consume the event consumers have to leave the virtual world for going in to the real world to savor it. There it is about “Bricks and clicks” a mix of on- and offline transactions and customer service.

Situation analysis

All consumers are taking place at the festival for the same reason and that is for being kept in touch about the insights of new trends in the incoming year. Thus we are speaking about three main personas which are getting analyzed in a later point.  That are going to be students (with a main emphasis in economics, marketing, communication or design), employees (who are working in one of the just named sectors) and CEOs or persons who are running their own company. These kind of personas is willing to learn about economic, innovation and creative backgrounds. Furthermore to take the findings outside of the festival and to connect them with their profession. One more reason because people come to the Fifteen Seconds Festival is of the possibility of doing some networking. Which means that during the festival any visitor has the chance to get a conversation with speaker of the world’s biggest and most famous brands or companies.

Demographic analysis of personas

  1. Students
  • Education level & Occupation:

 People who are working on their university degree (Bachelor or Masters / higher education), with the main emphasis in economics, design, marketing or communication.

  • Location:

 As the Event takes place in Graz (Austria), students in German speaking countries will be targeted.

  • Income level

The income level of students generally is low that’s why extra early birds tickets for students are provided (100,-€ instead of 800,-€).

  1. Employees
  • Education level

That kind of personas shows a higher education level (University degree // High school degree with the main emphasis in design or economic)

  • Occupation:

They are working for a company or a brand or even as freelance in the marketing, communication, economics and design sector.

  • Location:

The communication targets mostly the German speaking countries and a small group of other countries in Europe.

  • Income level

The income level is middle to high depends on the sector they are working for. If they are no freelancers, which means they are working for a company, so the tickets are mostly getting paid by the employer. As the festival gives the visitor new findings and knowledge pushes employees on working more efficiency it is also in the interests of a company to give them the opportunity to get the insight of that sector.

  1. CEO/Entrepeneur
  • Education level

That persona shows also a higher level of Education (University degree).

  • Occupation:

They are running their own company or they are keeping a very important position in a certain company.

  • Location:

The communication targets mostly the German speaking countries and a small group of other countries in Europe.

  • Income level

The present personas are showing a higher income because of their important position in a company

Psychographic analysis of personas

  1. Students
  • Personality

People who want to make career and living a successful life, therefore they would like to earn one time a good salary.

  • Attitudes

People who are interested in incoming trends as economic development/innovation or creative produce of content in advertising (PR, Corporate Social Responsibility and so on) | Willing to networ for getting future contacts (jobs etc.) | People who show a lot of passion in this sector and they love what they do.

  • Lifestyles

Having the latest technologies as Smartphones, Smartwatches, | Some of them are even Bloggers who have their own blog already.

  • Behavior

Those personas mostly does not buy a newspaper in at the street, hence reading the online newspaper | They spend certain hours in front of their smartphone and ultimately in Social Media Networks as Facebook, Instagram, Pinterest, Snap Chat, Twitter and so on | Being updated at any time | Credit Card Payment.

  1. Employees
  • Personality

These personas are doing a job because the like it, which means that is not just a 9 to 5 job, no, they show a high rate of passion in what they are doing.

  • Attitudes

People who are interested in incoming trends, economic development/innovation or creative produce of content in advertising (PR, Corporate Social Responsibility and so on) | Networking for getting future contacts (jobs, partnerships etc.) | People who show a lot of passion in this sector and they love what they do

  • Lifestyles

People who are already doing the job they like which means they are following their passion |

People who want to make career and living a successful life, therefore earn a good salary.

  • Behavior

As well as the persona “Students” the “Employees” are spending a lot of their time online | It depends on the behavior it could probably be that some of them are still reading the newspaper as they work and have breaks and so on | Being updated at any time | Credit Card or Online Payment.

  1. CEO/Entrepreneur
  • Personality

CEO/Entrepreneur reached already the top level of the career and they reached the top of the pyramid of Maslow | We are talking about person with Charisma, Enthusiasm and Effort, which means they are really good in that what they are doing, we can call them also experts.

  • Attitudes

People who are interested in incoming trends, economic development/innovation or creative produce of content in advertising (PR, Corporate Social Responsibility and so on) | Networking for getting future contacts (jobs/partnerships etc.) | This target group shows the highest amount on passion for their business as they are keeping a really high position in the company | They are also willing to push their company in forward, therefore festival tickets are provided heir employees to give them the best insight what the market has to offer and to reach the most efficient workflow.

  • Lifestyles

People who are already doing the job they like which means they are following their passion | The fact that they have a high position means that they spend many hours at their job | That group has much money, therefore they drive expensive cars, are traveling a lot because of the job, do expensive holidays and so on.

  • Behavior

CEO/Entrepreneur are reading mostly economics and financial newspaper as online as printed (because the printed one contains a higher amount of information) | They can also be found on Social Media platforms, the most important one will be the Linked In as it is a networking based platform made for business.

Personas: Sara

Sara is a 22 year old student who is doing her master degree in “Communication and Public Affairs”. Her courses of study she chose fit perfectly in her interests. Later on when she is done with her degree she would like to start a big career in which she is going to earn a lot of money.  The objectives are therefore working in the public relation sector of a well-known company as for example Lufthansa.

The notes which Sara takes from the classes in the university she types on the newest MacBook and of course she get the latest version of the I-Phone in which she is online 24/7. That means that she checks her likes on Facebook, Twitter, Instagram etc, constantly. We can call her a social media junky because all her life it’s about communicating online. If she does not get enough likes for an Instagram post she is going to be upset, that’s why she is publishing her daily life on Social Media.

Apparently from that Sara is interested in the economic environment, thus she is reading every day the newspaper (economics and finance).  She is also always updated about the newest trends in the market, you can ask her anything and she will know it.

Sara is a really diligent girl. If her friends are going on vacation in the summer holidays, she is doing an internship at a company to get some work experience and therefore to move her career ahead.

Unbenannt-1.jpg