We’re halfway through the information gathering of our survey on the topics that interest you most. If you haven’t yet completed the six questions, then please do so HERE before the end of February. There are FIVE free consultations up for grabs.
I thought it would be interesting to see what the results to date are showing, so here are the top five demands in terms of both articles and webinar requests:
Increasing my impact on the business
Developing better business strategies and vision
Developing more actionable insights
Segmentation and consumer targeting
Any of these surprise you? Do you have different priorities? If so, then please add your request in the comments below, or complete the survey so that we can work on the most important topics for YOU! In the meantime, here are some thoughts on these five areas, on which we have already written some very popular posts:
We all know the importance of engaging our audiences, whether they are our customers, colleagues or bosses. Humans love stories and retain the information shown much more easily if shared through a story.
The post “Clues to a Remarkable Brand Story” remains one of the most popular on this topic and we will be expanding and turning it into a webinar in the near future. If you would like to be invited to this webinar, then please leave your name below in the comments below, mentioning the webinar(s) that is /are of most interest to you.
#2 Increasing my business impact
We all work to make a difference; for ourselves, our families and hopefully our customers and brands too. However, we all believe that we could do more and have more impact on the business if only we were given more freedom or more resources. (>>Tweet this<<)
The post “Try a new perspective on Business Intelligence; how to have more impact and answers” covered a few ideas about how to increase influence and hence impact within our organisations. Although it is on business intelligence, most of the ideas covered are relevant for marketing, market research and, in fact, most positions in large organisations. And don’t forget to leave a comment below if you would like to be invited to a webinar on the topic.
#3 Developing better vision and strategy
The popularity of this topic came as a surprise to me, as they are the very core of setting up a successful business. However, it is also exciting to see so many people looking for support in improving their own vision and strategies.
For me, the interest in this topic also suggests that many of you realize that your own are not as customer-centric as they could be. One of the most read posts on the topic was “Brand strategy, vision and planning; when did you last review yours?” published at the beginning of last year. Check it out for a clear plan of all the essential elements you need to consider when looking to update your own strategy and vision. As before, don’t forget to leave a comment below if you would like to be invited to a webinar on the topic.
#4 Segmentation and customer targeting
Choosing a group of customers to target is an essential basis for successfully meeting and even surpassing their needs. (>>Tweet this<<) Taking all category users and segmenting them into smaller groups which are more coherent will enable you to better meet the desires of one section of users more completely than if you tried to target everyone. As the infamous quote by John Lydgate says:
“You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time”
I have often heard excuses for not running a segmentation because the product / service is new, or that the cost is too high. The first is not valid, since (pre) launch is the best time to identify exactly who you want to please. And the second isn’t any more valid since segmentation can be done for little or no cost until such time as funds are available.
If you want to know more about segmentation, then read “How to segment for actionability and success” which was published a couple of years ago, but still gets hundreds of reads, as it is one of the fundamentals of good customer-centric marketing. Don’t forget to leave a comment below if you would like to be invited to one of the forthcoming webinars on the topic.
#5 Developing more actionable insights
Insights are the holy grail of marketing (>>Tweet this<<); the prize we are all searching for which will make our brands grow and our customers delighted. The problem I have found in running workshops on the topic around the world is that many companies work with information and then jump straight to action before the insight has been developed.
Now I know that insights take time and energy to develop, but they are another of the fundamentals of good brand management. Every brand should have (at least) one insight on which it is based and around which its brand purpose and communications are built. Without this, the brand is likely to jump from one positioning to another with every change in marketer or advertising agency.
I have written many posts on different aspects of insight development, but the most popular by far is “How the best marketers are getting deeper insights” which was published at the end of last year. Please leave a comment below if you would like to be invited to a future webinar on developing actionable insights.
The survey on the blog post and webinar topics is open until the end of this month, so you still have time to respond and add other topics – AND to win one of the FIVE FREE consultations that are up for grabs. If you would be interested in joining a webinar on any of these topics then please add a comment below. We will be sending invitations out shortly.
The featured image comes from Microsoft Office images. This post includes concepts and images from Denyse’s book Winning Customer Centricity.
It is now available in Hardback, Paperback, EBook and AudioBook formats. You can buy a copy from our website here, as well as on Amazon, Barnes and Noble, iBook, iTunes and in all good bookstores.