Welcome to this episode of What’s After What’s Next, presented by Liz Scott - EY’s Digital Lead in the North West. In this series EY is celebrating innovators who are seizing the benefits of disruption and helping define our tomorrow through their curiosity.
In this episode Liz is joined by Ben Hookway, CEO of Lancaster based Relative Insights which uses language comparison analysis to help brands choose the right language to reach their target audience. Ben gives us insight into the challenges of working with big corporates, his predictions on the rise of voice as a marketing tool and how the word ‘maybe’ is worse than the word ‘no’ for start-ups.
Topics covered in this episode:
Using outreach to secure enterprise level clients, and how Relative Insights secured a contract with Unilever. Thinking about the UK as a whole, discarding the North/South divide, and taking a more global outlook. The importance of improving a product when scaling, and not letting early adopters distract you from your product’s rough edges. Working across cultures and continents as a small business, and making things happen when you’re not there. Using language as a data source to help improve businesses. The future of voice and its massive growth potential. Keeping an eye on the competition, and not letting it creep up on you.
Guest Bio
Ben Hookway is CEO of Relative Insights, a start up which uses language comparison analysis to help brands choose the best language to reach their target audience. Relative already has clients and agencies on both sides of the Atlantic and some of the world’s biggest brands already signed up. Ben has had already helped several successful technology-based businesses, such as Vidiactive, Next Device and Critical Path in the UK and USA.
Join the conversation on Twitter using #EYwhatsnext and subscribe to the series on iTunes.