This month Account Director, Tim Thomas shares some campaign development insight about taking an empathic approach and looking at marketing objectives from the perspective of your customer.
Thinking like your customer is easier said than done. Typically, people in our industry are notorious for heightened media consumption, which makes our ability to review communications from an “everyman” point of view challenging.
For your next campaign, challenge yourself to be as objective as you can. Try to step outside of your organisation’s goals and into your customers’ shoes. Try thinking of it this way, instead of thinking in terms of your campaign objectives ask yourself what are my customers’ objectives?
By thinking less in terms of “What do we want to achieve?” and more in terms of “What benefit can we give the end user?” you are able to construct a brief and a campaign based around a solid WIIFY - not to be be mistaken with an over the air internet protocol or spouse - WIIFY stands for What’s In It For You?
A good example of this from one of our own recent campaigns is the work we did with Environment Canterbury for their clean air initiative.
The end goal of that campaign was to encourage more Cantanbrian wood burner owners to burn smoke free. Wood burners that burn smoke free warm your home more efficiently and are cheaper to run in the log run.
1. What does my customer already know about me?
Chimney smoke is a cause of winter air pollution.
2. Can I build on this knowledge or start fresh?
I can build on this knowledge with helpful advice.
3. What would my customer want to know?
That burning a smoke free fire is possible.
4. What would make my customer act?
The benefits of saving money and being warmer by learning to burn smoke free.
The WIIFY for the end consumer wasn’t “burn smoke free to prevent pollution” but rather “You can have a warmer home for less money.”
Before approaching any new campaign goal, first ask yourself, “What’s the WIIFY?” and you’ll start from an empathic, benefit driven place rather than a “we focused” one that can often fall short of delivering true value to the end user.