There has been a lot of discussion of the past few years of “delighting” your customers. While this sounds wonderful, in a great many cases, customers are not seeking to be “delighted” – they are seeking to be left alone! By this I mean that there are often times when a customer wants to have what we all a “friction-free” transaction with your business. They want easy access to exactly what it is they are looking for from you, and do not want any interference – or friction- imparted along the way. So, don’t shove a popup banner ad on your site asking a user to subscribe to your e-newsletter within 5 seconds of their arrival. Make it easier and faster for customers to transact with you. This saves them – and you – both time and money. I guess you could say that a “Friction-free experience is a delightful experience!”
Steve is a seasoned Brand Strategist and serves a strategic advisory role for many existing agency accounts at Davis Advertising, located in Worcester, MA. From market research, to brand positioning and account planning, he’s recently completed naming projects for Cornerstone Bank and Coastal Heritage Bank, brand positioning projects for Service Credit Union, the Yesway Convenience Store chain and the Wayback Burgers franchise.
Over the past 13 years at Davis Advertising, he was the Account Supervisor on the Charter Communications account – a Fortune 500 company, and has worked on a wide array of brands from the higher education, franchising, business-to-business, telecommunications, healthcare, financial and retail categories.
Having worked at RDW Group and Donovan Group Integrated Marketing, he has an extensive background in marketing, branding, advertising, public relations, and media. While there he managed such notable accounts as Fallon Community Health Plan, UMass Memorial Healthcare, HealthAlliance, HarborONE Bank (formerly Brockton Credit Union/HarborONE Credit Union), Markem, Stratus Computer and Simplex Manufacturing.
Steve holds a Bachelor’s Degree with Individual Concentration in Advertising/PR from the University of Massachusetts at Amherst.