Speak each other's languages

Communicating Clearly Across Generations

“It’s Relationship 101: you have to learn to speak each other’s languages.”

At goBRANDgo!, we prepare businesses for successful transitions. Our client’s organization needed to move into the digital age in order to appeal to a younger demographic. With the median age of the membership creeping into its golden years, the sustainability of the organization is dependent on engaging future generations.

Transferrable Lessons
Baby Boomers are from Mars, Millennials are from Venus

It’s Relationship 101: you have to learn to speak each other’s languages. Our digital-marketing-nerd level of tech savvy may be the native tongue in the offices of goBRANDgo!, but we sometimes need a little reminder to back up an extra few steps when we’re explaining stuff to our clients. After all, these guys grew up playing outside and interacting with other humans face-to-face.

 

We were leading our client toward the most monumental change their organization had ever seen: completely new branding, a new website, and for the first time ever: online payment processing. Understandably, there was some anxiety and uncertainty that all of this was going to a) work, b) be accepted by the broader leadership, and c) not put anyone’s personal or bank information in jeopardy of being compromised.
We learned that communicating face-to-face with our client was the best way to go, so we conducted our meetings in person whenever possible. This helped ensure that both sides understood each other, and the face time allowed for much needed side-by-side, hands-on technology coaching and training.

Problem Solving to Make the Complex Look Simple

With our client’s multi-armed organization, we not only needed to take online payments–we also needed to route those payments to many different bank accounts, for multiple types of businesses. Our team applied conditional if/then logic to some monstrous custom-built forms.

 

We implemented Stripe for online payments, but due to the complexity of the client’s membership structure and routing to multiple bank accounts, we could not use existing forms or plugins. We built custom forms for new members, renewals, and validation, with customized functionality that calculated how much to charge, where to send the notifications, and where to send the money. Then, we connected with Stripe’s API to make sure payments went through properly.

We also developed a custom plugin to add an additional layer of access to our WordPress websites, creating a new permission level we called “Client Admin”. This simplified the dashboard for the client by only displaying the functions they use, and also restricted access to plugins and code to our developers only. While restricting access doesn’t sound too neighborly, our intentions were good–a slight typo in the code of one of our websites can lead to a costly service ticket–sort of the same principle as “you break it, you buy it”. We decided to protect our code so that we’re the only ones who can well, break it.

Previous
Next
You are not alone in your marketing challenges

A quick email can start a conversation that leads to predictable revenue for your business.