Pixel Park
Helping an agency better understand and speak to their clients (and ultimately generate sales).
Project Background
Pixel Park is an animation studio that has been around for 10 years, and has primarily put their focus on areas other than marketing.
Now that Pixel Park is maturing and able to land bigger clients, they require a greater grasp of what Pixel Park needs AND a better grasp of the needs of clients.
The goal of this project was to gain a better understanding of Pixel Park’s ideal clients’ wants, needs, and perceptions during the marketing and engagement stages so that Pixel Park can provide clients with a better sales experience, empathize with their needs, and engage them for long term.
A Google Forms survey was distributed to 17 professionals in leadership roles that are high performing and in charge of bringing product or services to market.
They were either: past clients of PXPK, aware of PXPK, or unaware of PXPK.
-
17 Participants that met PXPK’s target client persona
-
3 weeks; 1 week of survey creation, 1 week of participant recruitment, and 1 week of data analysis
Through the survey, we were able to uncover and create a user journey to help the agency understand the behaviors, needs, and wants of potential clients to better engage with them in the marketplace.
Awareness
Clients consider video as a solution mainly to help sell a product or service and educate external audiences.
When clients experience a problem that requires outside talent, they most often pull in agencies or studios during:
The initial ideation, planning, and goal-setting stages (41%)
The design and development stages (41%)
“I think video is a great solution for conveying complex concepts. It's also an incredible story-telling vehicle - especially when trying to convey emotion. It's also helpful when you're trying to bring or share the human experience.”
Consideration
Clients begin to seek an agency or studio for work for the following reasons:
they have in-house expertise but lack time (71%)
lack in-house expertise or resources (53%)
need a fresh perspective (47%)
“We need more and more as digital consumption forms shift.”
Conversion
When choosing an animation or creative agency to work with, participants prioritize demo reel and artistic style, availability, and studio capabilities.
“We have previously worked with IC’s and have found [agency work] to be a much smoother and more rewarding process.”
Clients like to be very to moderately involved with agency-hired work, and consider the working relationship, responsiveness, and the quality of deliverables when considering working with an agency again.
Engagement
Loyalty
After video work reaches completion, clients said the following factors lead to continued work with the agency or studio:
Positive working relationship
Communication & Responsiveness
Quality of work
Flexibility to changing project needs
“[I would like to see] storytelling techniques, tips/tricks from the experts.”
“ [I’m interested in] industry thought leadership. New innovations in video.”
With this information, along with specific recommendations to action off of this data, the agency was able to create a strategic marketing plan and content calendar better geared to the needs and actions of their client.
What we delivered:
Document of analysis and synthesis of survey along with specific and actionable recommendations and opportunities
UX audit of website to measure effectiveness and areas of opportunity based on survey data
User journey map
Raw survey data
Call upon the
UX Oracles.
Don’t see the exact set of services your business needs? We can transform our approach as your business, timeline, or budget requires.