Product Launch & Messaging
Are you in the process of launching a new product or service? Is your messaging right for this moment in time? Here are 4 pillars with which to base your messaging on.
1. Relevance
Does your new product or service make sense in the market right now?
Is this what my customers want?
Is this going to help your customers?
Is this what they need to hear?
2. Inspiration
Focus less on the details on of the product/service and more about the feeling it will create for the consumer.
3. Community
Community is more important now than ever. Does your product/service support the community in which your business operates? Does it make people connect or does it represent the principle of 'giving back'?
4. Context
Identify what's happening right now in your customers’ daily lives.
Case Study; German Rail
Your marketing can both drive sales and boost your brand. There's no reason why they should be exclusive to one another. You just need to connect them; creativity + data solution.
According to McKinsey, marketers who use consumer data reap higher financial returns *. Endless data is available, but using it without vision is like a bad teacher quoting the textbook: it’s all there, but lacks a meaningful connection. The right data needs to reinforce the meaning and the creative idea with one goal: decrease ad avoidance by focusing on relevance.
No Need to Fly served relevant ads based on an individual’s interests in real time: video ads showed a user popular international travel destinations and combined them with similar destinations in Germany. The campaign focused not only on price comparison but also the CO2 savings synonymous with travelling via train, making a strong proposition: a cheap train ticket and minimised CO2 emissions.
"We gave people a story they were looking for: saving CO2 is easy if you travel within Germany by train. To enhance the story and its creative potential, we had to address the right people at the right moment. Potential customers aren’t interested in offers about irrelevant locations, regardless of price, so personal travel preferences had to be identified without prior targeting.
We have never had more insights available to us, especially on social media channels. Location, interests and desired destinations can be targeted. The key was to combine these insights and data, so we could address the right people at a good time. This generated an entertaining, relevant campaign and 113% more clicks."
Ogilvy Germany
By organising their data to enrich the creative idea, German Rail used information on consumer interests and locations, competitor information like the cheapest flight offer, CO2 emission figures for planes and trains, visually similar German destinations and product information, like the cheapest train connections to create a relevant message and inspired the audience with something powerful: their own wanderlust. As a result, the individual message targeted people on a personal level and led to a 26% rise in sales.
Further Reading
Why customer analytics matter, McKinsey & Company 2016