11:43AM July 7 2014

Breakfast Briefing – Has marketing forgotten about the customer?

Many predictions for the future of marketing have centred around the movement to customer-centricity: customer experience, customer outcomes, customer data enabling ‘micro-targeting’; it’s a hot topic.

In our latest Breakfast Briefing our Strategy Director Pete Edwards sought to answer the question: if our marketing is to become more customer-centric, where is it at the moment? Have we forgotten the most important person, the customer?

Check out the slides below.

9:50AM June 30 2014

Eight things that make a great launch

Launches are one of those things that keep marketers up at night. It’s a big spend in a short space of time with high expectations, that tends to sharpen the minds of a boardroom. We’ve done lots of launches and pretty much seen it all. So here’s what we’ve learned:

1. Have a reason to exist

Your new product or brand doesn’t have a right to exist, it has to be earned. What does it offer that isn’t being offered already? What unfulfilled need does it satisfy? The iPod put ‘1,000 songs in your pocket’. You need to be tough on yourself, be specific and be clear. If you can’t be those things, it hasn’t earned its right to exist.

2. Have a golden thread

Whatever your ‘thing’ is, make sure it lives in every channel you’re using. Go beyond simply matching luggage and use the unique elements of each channel to bring your story to life.

3. Tell a story

Storytelling’s one of those overused phrases flying around our industry. Humanise your launch, what was the challenge? What did you need to overcome? What was the breakthrough? It mightn’t be Rocky running up some steps but a bit of love goes a long way.

4. Coordinate

A launch is the coming together of a variety of elements, often with different audiences and different narrative touchpoints. In short, it’s bloody complicated. Make sure it’s clear in your mind, and those of your partners. Make sure there’s a plan that everyone gets and understands.

5. Be a democrat and a dictator

Launches involve an array of suppliers from above the line agencies, digital, social, events, PR etc. And they’ll all have their own perspective on your launch and be eager to make their mark. Striking the balance between using their expertise to bring your launch to life in their specialism while keeping a hold of your vision is important. Trust your own instincts on this one, nobody knows this thing better than you.

6. Get your people on side

Your internal launch is just as important as your external one. After all, you’re not going to be the one out there selling this amazing new product/service/brand are you? So it’s important that your people get it, buy it and love it. They can be your most powerful advocate.

7. Customise for each audience

You rarely only have one audience for a launch, there are your internal stakeholders, press, industry, oh, and let’s not forget customers! While your core point and golden thread need to be consistent, you should think about what’s in it for each audience and adapt accordingly.

8. Have fun

It’s a bit of a nebulous one this. All I can say is that when the core team approaches a launch on the front foot, with energy and ambition, everybody feels it. Embrace the stakes and be confident. In our experience it genuinely makes a difference.

 

Martin Flavin
Creative Director

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