Helping business align their Value Proposition to their Customers
Having recently attended a seminar that demonstrated a Business Model Tool called Canvas™ it became obvious how little businesses understand their customers when presenting their product offering.
It seems that business often have a biased and myopic view of their product/service and how beneficial it will be for customers that 'other' selling challenges are ignored or not considered in the Value Proposition development process.
The Canvas business model offers a process to ensure ALL the key elements of a business, product or service are considered so the resulting findings support Customer Segments needs alongside the final Value Proposition.
Making creative more accountable
MindWorks has long been aware of the importance of ensuring customers are front-and-centre of any product offering. We refer to better understanding the 'customers nagging need' that the product offering will fulfill.
Our proprietary process MindSearch® is designed to align product benefits to customer needs, and in the case of a direct marketing campaign the 'holy grail' for the creative messaging is developing a SIngle Minded Proposition (SMP) which sharpens the focus of the creative messaging by answering the customers identified 'nagging need'.
Being disciplined in direct marketing is key
Another key benefit of undergoing a process – which captures the threads/insights that lead to a final direction ie Single Minded Proposition – is the opportunity to 'test' this assumption prior fully committing limited marketing budgets.
If the testing results do not deliver the required ROI the thread/insights that have been captured and challenged to deliver a more refined or alternate SMP which again can be tested - often resulting in the ROI required.
If your organisation is challenged by results that don't reflect the ROI your budgets demand now might be the right time to consider taking a more process driven view of your creative development.
Having recently attended a seminar that demonstrated a Business Model Tool called Canvas™ it became obvious how little businesses understand their customers when presenting their product offering.
It seems that business often have a biased and myopic view of their product/service and how beneficial it will be for customers that 'other' selling challenges are ignored or not considered in the Value Proposition development process.
The Canvas business model offers a process to ensure ALL the key elements of a business, product or service are considered so the resulting findings support Customer Segments needs alongside the final Value Proposition.
Making creative more accountable
MindWorks has long been aware of the importance of ensuring customers are front-and-centre of any product offering. We refer to better understanding the 'customers nagging need' that the product offering will fulfill.
Our proprietary process MindSearch® is designed to align product benefits to customer needs, and in the case of a direct marketing campaign the 'holy grail' for the creative messaging is developing a SIngle Minded Proposition (SMP) which sharpens the focus of the creative messaging by answering the customers identified 'nagging need'.
Being disciplined in direct marketing is key
Another key benefit of undergoing a process – which captures the threads/insights that lead to a final direction ie Single Minded Proposition – is the opportunity to 'test' this assumption prior fully committing limited marketing budgets.
If the testing results do not deliver the required ROI the thread/insights that have been captured and challenged to deliver a more refined or alternate SMP which again can be tested - often resulting in the ROI required.
If your organisation is challenged by results that don't reflect the ROI your budgets demand now might be the right time to consider taking a more process driven view of your creative development.
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