September 26, 2019
The age-old adage doesn’t just apply to customer service, it also rings true in advertising. For creative agencies and brand marketers, it’s easy to let business agendas drive key communication opportunities. You need to sell a product or service, and sell it fast. But you won’t be very persuasive without knowing to whom you’re selling – and what makes them tick.
When it comes to advertising, nothing’s more important than putting yourself in the shoes of the end-user. It helps on many levels:
It realigns the strategic focus: In the age of digital and data analytics, gathering information about consumers is crucial. When you know your customers’ habits and needs, you’re better able to hone in on the right socio-demographics and focus your energy more efficiently. You can lead a horse to water… but it saves a ton of time and resources to first find the horses who are thirsty.
It tightens the creative: When it comes to great executions of concepts, there are many obstacles to overcome – budgets, timelines, resources, etc. But big ideas can exist independently of all that… when you know your target. The greatest ads always begin with a simple thought, a bullet-proof insight that stems from understanding the customer inside-out and putting their needs front and centre.
It forges stronger relationships: Both internally and with external partners, you won’t always see eye-to-eye. When you aren’t on the same page, remembering that the other party is working towards the same goal is essential. You’re a lot more likely to be receptive to different approaches and collaborate when you trust that everyone is striving to reach the same target, literally.
The demands of our industry are real – with high expectations, tight purse-strings, and even tighter deadlines. The more pressure we feel, the more helpful it is to keep perspective: all we’re really trying to do is speak to our customers in a way that truly resonates.