Yellowwood recently launched our first white paper as part of a series to
give readers practical insight into key marketing topics. The
white paper centres on the topic of relevance with its title "How
to know more about your market than anyone else".
Relevance is so crucial, and yet the brands that really get it
right are few and far between. In our white paper we highlight that
a simple approach to relevance is needed, though marketers often
overcomplicate it. We explain that achieving relevance with your
customers is much like developing a relationship with people: it's
about listening, learning and connecting with them on the issues
they care about. Resonating with consumers requires you to really
understand them as people, on a deep level.
The following check-list of questions is an easy guide to ensure
you're getting real insight about your consumers:
Don't just ask what brands your consumers buy, but explore what
they really care about beyond your category. What issues are
important to them? What worries and interests them? Why do they buy
what they buy? This insight will help you innovate to create
marketing that really resonates with their market.
Who is doing it well?
TOMS caters to the 'do-gooders' of the world who want to be
fashionable, but feel strongly about giving back to the community.
The brand is based on the concept of one-for-one: when a pair of
shoes is sold they donate a pair of shoes to a child in an
underprivileged area, and for every pair of sunglasses sold, they
help to give or aid sight to those in need.
'Demographic boxes' are of very limited use when thinking about
your consumers. They miss the nuances that allow for real
relevance. Immerse yourself in your consumers' life to understand
their daily activities, chores and challenges that your brand can
help with. Unpack their psychographic profiles to tailor messaging
and offerings. Are they socialites, savvy students or
Starbucks understand that their customers come to their stores
not only for the coffee, but for the coffee experience. They are
now perceived as a lifestyle brand rather than simply a coffee
brand. They have enhanced their in-store experiences through
various offerings that apply to a successful 'coffee culture' (Free
wi-fi, lounge areas for reading, variety in their food and drink
Don't just think about which channels reach them - they are
already bombarded with messages on a variety of platforms that they
largely ignore. Think about finding, utilising and creating those
unique touch points that create a memorable brand experience.
The Union Bar in Melrose Arch was a pop up bar concept that
partnered with Grey Goose Vodka. They understood that their market
frequents stylish and sophisticated venues and loves to be in on
the latest trends - especially if it's a spontaneous and unique
concept. The venue attracted only the trendiest of customers
who had a taste for the finer things in life.
Marketers shouldn't simply try to put a 'spin' on their
offerings. Uncovering key drivers and needs is critical to
developing offerings that are relevant and resonate with
consumers. If your brand isn't meeting real needs, the
likelihood of consumers changing brands is very high. And if needs
are being met, your messaging needs to clearly communicate the
functional and emotional benefits.
BMW understands that their existing and potential customers want
to be pampered and feel special. They launched a Brand Store
(rolled out across dealerships worldwide) that turned dealerships
into highly sophisticated showrooms that preview existing and
concept cars to give potential buyers a view of what is to come.
Staff on the floor are equipped with 'Product Genius', which is an
app that allows the buyer's preferences and needs to be considered
when buying a new car - this allows the staff to give vehicle
recommendations that best suits the customer.
Social media has allowed opinionated consumers to share what
they think with the world. Marketers need to pay close attention to
what consumers are saying about them rather than trying to tell
consumers what to think or how they should perceive your brand.
Dominoes ran a real-time billboard tracker in Times Square of
what consumers really thought about the brand. A bold move
considering opinions were good and bad. When comments were
negative, the brand responded constructively and used the feedback
to improve their product offering. For example, when there
were comments about the 'lack of flavour', Dominoes created a new
range of flavours, and when there were complaints about the cheese,
they changed their cheese.
Achieving brand relevance starts with seeing your consumer as an
individual rather than set of data or a profile. Learn more about
who your consumers are and what they value - it's the first step to
building a better brand that truly resonates and connects with
them, driving goodwill, loyalty and sales.