Työskenteleminen mahtavien ja osaavien työkaverien kanssa ei automaattisesti johda mielettömiin liiketoimintatuloksiin. Eikä markkinointi-idea, joka kollegoidemme ja meidän korvissa kuulostaa mielettömältä ehkä kuitenkaan palvele kohderyhmää. Markkinoijan suurin synti on unohtaa kuunnella potentiaalista asiakasta.
Marketing communications that looks good to you and your colleagues may still not be good from the customer’s point of view
Me and my people
I think I am privileged. Every day I work with people who are young, trendy, highly educated, intelligent, experienced, talented, marvelous marketing and market research professionals.
Same thing goes with our clients and cooperation partners. All the time in meetings with clients, advertising agencies etc. we meet trendy highly educated, intelligent, experienced, talented and if not market research professionals, at least marketing professionals.
But working with great people will not automatically lead to great results, if we forget that we are not doing marketing to ourselves, but to the end customers who in many cases have different life style, different values and different situation in life than us.
We are not doing this for ourselves, we do it for the customer
Very often we get great marketing ideas: stories that make people to challenge themselves, clever jokes, wordplays giving satisfaction when one gets the point etc. Turning these great ideas to advertisement, marketing campaigns and even customer acquisition strategies takes a lot of work. It is not a task for a single person, it’s team work. Hour after hour, day after day, until we, our professional team of intelligent market hipsters and clients, are satisfied. Finally we are finished, congratulating each other for great work.
But did we forget something? What sounds great in our professional ears may still not work outside the meeting room. We have a campaign for FMCG product that has to be sold hundreds of thousands units before even production costs are covered. We have a TV advertisement spot that really challenges one to think, and it will be very fun after one gets the idea. But people’s main motivation to watch TV is to relax, not to challenge oneself to have a new way of thinking, Oops. We, hipsters in the meeting room, like to challenge ourselves, but did we ask an unemployed man in a suburban pub what he thinks about our idea before we started the campaign? Or did we notice the big customer segment of elder, retired women living in the country side? Too many times not, even tough they are buyers and potential buyers of our product.
In many cases, we, people who are professional marketers, have similar education, similar work experience, even similar values. We all may even live in the same area! It is just too human to forget and ignore people who are so different to us. Politicians may do that, good marketers and market researchers may not!
We don’t have to live like him, but as data-driven marketeers we definitely have to understand how he lives
We don’t have to stop producing intelligent, challenging and mind blowing ideas, adverts and campaigns. We just have to think all the time, is our message understandable and acceptable to target group. Simply, we do not have to live our target group’s life, but we have to know a lot about it. If they like intellectual and challenging messages, that will be our way. If they do not, let us not to squeeze our “this-is-great-as-you-get-it” stuff down their throats.
One way to understand target groups is very simple: Ask and measure. Marketing data and insights develop all the time. Nowadays we know quite a lot about different target groups: who they are, where they live, their hobbies, their media consumption, their digital behavior, even their values and attitudes at least in general. Luckily we have several ways to examine out target groups from questionnaires and face-to-face interviews to data driven technologies, which are based on one’s digital behavior. But is that enough? I guess that in couple of years sociologist is the next “hot” occupation, what comes to headhunting in ad agencies and media agencies.