Step 1 – Gather insight
Any insight your client holds will be key in creating propositions and testing hypothesis.
Insight could include:
- Customer profiles
- Qual & quant research
- Transactional behaviour
- Customer segmentation
- Test and learn results
- Gut feel/ client beliefs
Those highlighted above are critical success criteria therefore if not delivered in step 1 this needs to be built into the evidence generation stage.
Step 2 – Generate evidence
In such an evolving world insight alone will not deliver a sustainable proposition. It is critical to understand all of the factors influencing the success of your business, both commercially and competitively.
Our process has been developed to include the reviewing of insights, generating the evidence, as well as immersing ourselves in our client’s business to understand its DNA and commercial milestones. With this we can then support in driving KPI’s that deliver to these milestones.
Generating evidence includes:
- Customer profiling -supported by external data sources
- YouSay online insight panel
- Focus groups
- Semiotic and cultural analysis
- RFV database analytics
- 5 simple truths workshop
Step 3 – Develop an evidence-led proposition
Using the insight and evidence gained in step 1 and 2 the go-to-market proposition can be derived to deliver segmented propositions that speak to your audience’s rationale and emotional characters. The delivery of this usually takes the form of a one day workshop held off sight and run by our Senior Planning Director.
Step 4 – Test your thinking
There is no better way to test your thinking/messaging than in a live environment but this can be both expensive and can take time. We recommend testing but in a controlled environment. Our YouSay panel can test both messaging and creative executions providing fast turn around live feedback from customer profiles who match your audience segments. Particularly useful in confidential, un-chartered or volatile environments.
Step 5 – Develop a messaging playbook
Similar to brand guidelines, developing customer personas and the associated messaging means everyone across your business will understand who you are trying to speak to and how to speak and connect with them. Delivering consistency of messaging across the business. This will lead to better conversions, longer relationships and less churn as your customers will feel valued and understood.
Step 6 – Continually testing the environment
Maximising the potential of any activity requires a continuous test and learn programme. Key KPI’s need to be established upfront and an element of continuous improvement needs to be factored into the launch strategy.
Step 7 – Evaluate and evolve
Setting up a process that allows for all activity to be tracked and measured is key to drive learnings, deliver efficiently and maximise growth. Being agile and delivering results in real time is key.