marketeers

why are the most curious minds and critical thinkers probably the best marketeers?

curiosity (desk research) fuels imagination

good insights come from research

  1. disrupt the category

  2. make it simple & beautiful

  3. make it cool and interesting

  • needs = understanding the basics of what a customer is trying to accomplish

  • wants= these are the features that would make a significant difference in a customer’s life and go above and beyond their needs.

  • stereotypes= it’s important that you understand preconceived customer assumptions about your brand, experience or even industry so that you can work with or against (if they’re not what you want to reflect) them.

  • emotions= these are the feelings that customers experience throughout their contact with an organization. At Disney World, guests are likely to have a wide range of emotions during their visit

Repetition is the mother of learning the father of action which makes it the architect of accomplishment Distinctive angle= makes you stand out from the crowd =!

  • the foundation of a successful marketing strategy=

  • a distinctive angle provides opens the way to a boulevard of stories, content, experiences and a powerful visual identity.

  • an accelerator for new features, product line extensions etc. ...

How to find a distinctive angle: • look beyond the obvious: give way to beyond surface-level benefits • keep searching for a unique perspective • put on the different glasses: view your product from an unconventional angle ⇒ DIGGING FOR THE GOLDEN INSIGHT

where is golden insight?:

  • Deep market research

  • Begin by conducting thorough market research to understand your industry, competitors, and target audience.

-Identify gaps or unmet needs in the market that your product or service can address uniquely.

-Analyze customer reviews, surveys, and feedback to uncover pain points and desires that haven't been adequately addressed.

-Explore emerging trends and consumer behavior to spot opportunities for differentiation.

  • Customer-centric approach

-Put yourself in your customers' shoes to gain insights into their perspective. -Engage in conversations with customers to understand their needs, wants, emotions and stereotypes

  • Ask open-ended questions to uncover hidden motivations and unarticulated needs. -Seek feedback early and often, and be willing to adapt based on customer input.

  • Curious brainstorms

  • Gather a diverse team for brainstorming sessions to generate fresh ideas.

  • Encourage "out-of-the-box" thinking and challenge conventional assumptions. -Use techniques like mind mapping, SWOT analysis, and scenario planning to explore different angles.

  • Look beyond your industry for inspiration, drawing insights from unrelated fields or disciplines. -Explore macro trends

  • Conversations with the audience

-Gather a diverse team for brainstorming sessions to generate fresh ideas. -Encourage "out-of-the-box" thinking and challenge conventional assumptions.

  • Use techniques like mind mapping, SWOT analysis, and scenario planning to explore different angles.

  • Look beyond your industry for inspiration, drawing insights from unrelated fields or disciplines. -Explore macrotrends

Importance of being distinctive ● Brand recognition and recall

  • A distinctive brand strategy makes it easier for customers to remember and differentiate your products or services in a competitive marketplace.

  • This is not about the visual identity (alone) .... ● Competitive advantage

  • Distinctiveness gives companies a competitive edge by setting them apart from competitors.

  • In marketing, being distinct can lead to higher perceived value and greater customer loyalty, as consumers are drawn to what makes a brand or product special. ● Emotional connection and ultimately loyalty

  • Distinctive marketing campaigns will create emotional connections with customers. -A distinctive brand personality and storytelling approach can foster long-term relationships, driving customer retention and advocacy.

PART 2 The Buyer Persona

persona= THE CHARACTER ASPECTS OF A FICTIONAL INDIVIDUAL THAT REPRESENTS YOUR IDEAL CUSTOMER

→ based on research and data

WHY PERSONA’S FAIL: -LAZINESS & TEMPLATES -Stating the obvious -They’re built off of biases -They are not granular enough -They lack motivation and emotive context -Focus on the demographics -AI only -You forgot about the customer service people: they drive the bus direction golden insight

Psychographic studies delve past demographics to assess people’s attitudes, values, interests, and lifestyles, their motivations, preferences and behaviours to better define your marketing strategy

  • surveys

  • focus groups

  • online communities and SoMe

  • customer interviews

  • research reports

THE SHEER ESSENCE

  1. importance of understanding your audience

  2. Significance of distinctiveness

  3. Crafting an engaging message