VOICE Summit 2019 | VED Talks | Pat Higbie | July 24
summary
Examples include a Mattress Firm skill that offers deals and tips, a General Mills Rice Chex spot that triggers one‑word ordering, a Toyota flow that asks lifestyle questions then texts dealer info, and an Amazon Music TV spot that invokes Alexa. Three working strategies are direct-to-promotion, direct conversion, and direct-to-relationship. Success requires an explicit branded invocation that works on both Alexa and Google, integration with other channels, and using TV/radio reach plus smart speakers for measurable, transactional outcomes.
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chapters (10)
- 0:00Introduction and background
- 0:44Advertising paradigm shifts
- 2:12Mattress Firm voice campaign demo
- 3:58Three voice ad strategies
- 4:40General Mills voice commerce example
- 5:21Toyota direct relationship model
- 6:04Essentials for voice ad success
- 7:13Maximizing reach with voice ads
- 7:57Amazon Music voice TV campaign
- 9:18Key takeaways and conclusion