attest

 Listen to our live conversation with Professor Rajesh Bhargave and Rival Co-Founders DuBose Cole and Eric Fulwiler as we present the findings and implications from our Q2 report.

Abba came to Habito from a background in media and is now proud to make “batshit crazy mortgage ads” that speak to Habito’s strong purpose of setting people free from the hell of getting a mortgage. Abba explains that everything they do creatively comes from customer insights and admits that they do it “in a ludicrous manner.” There are, for example, TV ads showing animated characters being gruesomely killed by their mortgages, and the admittedly gorgeous print campaign depicting the mortgage kama sutra, and the erotic novel called The Road to Completion that promises “to put the moans back into your mortgage.” 

Abba is a “huge evangelist” of purposeful marketing but admits that telling people about doing the right thing can be really boring. It’s a big challenge to make purpose interesting. If you can get people to engage in your ads so much that they complain about them, she maintains, you’re doing a good job. “Every moment of making a Habito ad is terrifying”. She talks about some huge risks they’ve taken, and some they’ve had to reject. VCs do not want to take massive creative risks, so making incredibly risky advertising was never the obvious choice for a VC-backed start-up like Habito. 

Abba discusses her approach to Habito’s relationship with its creative agency, Uncommon. She is “inherently biased” in favor of creative agencies as that is where she came up, and she trusts the level o creativity that comes out of agencies. Her advice for working with a creative agency is to constantly share the work as it is being produced - even in the roughest state - so there are no surprises or disappointments.

Abba finishes up by talking about how they test their ads once they’re ready to make sure they’re doing exactly what they want to do and then they tweak them based on people’s reactions.  One thing is for sure: whatever they're doing, it's working.

See Habito’s “batshit crazy” advertising here, look at their mortgage kama sutra here, and read The Road to Completion here. 

• Follow @habitomortgages on Instagram https://www.instagram.com/habitomortgages/?hl=en
• Follow Abba @Peckham79 on Twitter  https://twitter.com/peckham79?lang=en
• Or find Abba on LinkedIn:  https://www.linkedin.com/in/abba-newbery-8216905

Scratch is made in partnership with Attest, a consumer research platform with access to over 110 million consumers across 50 markets. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. 

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Find Eric on LinkedIn and tweet him @efulwiler.

Say hi at media@wearerival.com, we’d love to hear from you. 

Tina Cassidy, CMO of GBH talks to Eric about the rebranding of Boston’s public broadcaster and the largest creator for public media in America. Trust is not only central to GBH as a company, it is central to GBH’s mission as a source of trusted news and information. It goes without saying that we find ourselves in an ever-changing information landscape where news is no longer traditionally produced or consumed, and the news media is increasingly seen as divided and divisive. Building trust with this new generation of consumers has been central to Tina’s mission at GBH. Through a commitment to transparency when it comes to gathering information from consumers and truly living its values, GBH has remained a deeply  trusted media source. Get in touch with Tina at  tina_cassidy@wgbh.org and find GBH on Twitter https://twitter.com/GBH

Scratch is made in partnership with Attest, a consumer research platform with access to over 110 million consumers across 50 markets. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. 

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Find Eric on LinkedIn and tweet him @efulwiler.

Say hi at media@wearerival.com, we’d love to hear from you. 

Talk to the customer.

Be customer-centric.

Do your customer research.

These are words we hear a lot in the marketing world, especially the fintech one where customer-centricity is one of the unique selling points of fintechs when compared to incumbents. 

So - how well do you know your customer? The truth is, we often overestimate how well we understand our customers — me included. “A 30 year old male software engineer with 2 kids who lives in the suburbs and his challenge is figuring out the best way to save for retirement”, doesn’t mean knowing your customer. You know you understand your customer well when you can predict what their next move is. 

And often to reach that point, you need to do research. That means doing qualitative and quantitive research. You need to send out surveys, get on calls with them and talk to your sales or support team. Then you start to understand your pain points.

In this episode, I’m chatting with the Head of Content at Attest, Sarah Hollinshead. Attest is a consumer research platform that aims to make consumer research fast, simple and affordable. They’ve worked with big companies like Klarna, Wise and others we mention on this podcast.

Attest website: https://www.askattest.com/
Sarah Hollinshead on LinkedIn: https://www.linkedin.com/in/sarah-hollinshead-72056360/

Besonders gefährdet für einen schweren Krankheitsverlauf durch eine Covid-19 Infektion sind ältere Menschen, Personen mit chronischen Erkrankungen und jene, die eine Therapie machen, die das Immunsystem abschwächt. Rund 90.000 Arbeitnehmer und Arbeitnehmerinnen gehören nach Schätzung des Gesundheitsministeriums zur sogenannten Risikogruppe. Für sie müssen am Arbeitsplatz besondere Schutzmaßnahmen getroffen werden. Geht das nicht und ist auch kein Home-Office möglich, dann sollen sie freigestellt werden. Die neue Regelung soll nun auch Menschen betreffen, die in systemkritischen Bereichen, wie in der Pflege oder im Lebensmittelhandel arbeiten. Mit Jürgen Holzinger, dem Obmann des Vereins Chronisch Krank, spreche ich heute darüber, um welche Krankheitsbilder es geht, worauf Betroffene achten sollen und warum es dringend eine Regelung für Menschen braucht, die mit Hochrisikopatienten zusammenleben.

Themen der Sendung:

– wer zählt zur Risikogruppe

– welche Krankheitsbilder können inkludiert sein

– in welchen Fällen erfolgt eine Freistellung und wer bezahlt sie

– was müssen Menschen beachten, die mit einem Risikopatienten/in zusammenleben – warum braucht es eine Regelung in diesem Bereich

– wie steht es um die 24-Stunden-Pflege

– wie geht es Menschen, die zuhause gepflegt werden