We see our customers all the time – in our stores, in our branches, on the phone, in their emails, on social media, in the daily or regular customer reports, in the Net Promoter Score scores, and particularly in the profit and loss accounts.
So we think we know them. We think we know what motivates them and market to our thoughts and get commensurate results.
But thinking and knowing may not be not the same, as a client recently found. Volunteers give it over 25,000 free days labour every year but the client, as any business, needs both labour and cash to operate.
We ran focus groups with the volunteers and clarified their motivations, which explained why the marketing had generated less than expected.
Post-focus group result? A revised marketing campaign that appealed to the volunteers’ actual motivations.
So, if identifying your customers’ actual motivations can further strengthen your marketing, please call or email me, and we can discuss the next steps to your strengthened results, just as the client has done.