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Engagement - WHO CARES TEST
This post is from my blog 'The Forest Through The Trees'.
Everyone throws campaigns out into the market and hopes to god that their target audience will love it, involve themselves deeply and then share it to their nearest and dearest.
And as has been noted by many posts recently, there have been heaps of social digital campaigns created in the last 12 months in Australia.
Many of them never really reaching critical mass, and from the outside seemingly not achieving a worthwhile ROI or improvement in brand value for consumers, or encouraging noticable increases in sales.
My take-out from the past 12 months, from personal experiences with campaigns, marketer observation & consumer participation is WHO F-ING CARES?
So I have devised a Who Cares Test.
The answers should come from your deep and meaningful understanding of your target audience and not from whatever just happens to float your boat on that day you brainstormed a campaign.
WHO CARES TEST Questionnaire:
1. What exactly is it I am asking of consumers? (i.e. What is it we are calling engagement in marketing speak?)
2. Does this activity match the Social Technographics of my consumer? (Are they creators, critics, collectors, joiners, spectators, inactives?)
3. What do they get for their effort?
4. Why is this motivating?
5. Is it really motivating? Really? Really? Ask again, is it really going to get them to do it?
6. Why again are we asking them to do this?
7. Does the brand benefit from asking this of them?
Be bold and ask yourself, would I f-ing care? The answer will often enlighten.
Everyone throws campaigns out into the market and hopes to god that their target audience will love it, involve themselves deeply and then share it to their nearest and dearest.
And as has been noted by many posts recently, there have been heaps of social digital campaigns created in the last 12 months in Australia.
Many of them never really reaching critical mass, and from the outside seemingly not achieving a worthwhile ROI or improvement in brand value for consumers, or encouraging noticable increases in sales.
My take-out from the past 12 months, from personal experiences with campaigns, marketer observation & consumer participation is WHO F-ING CARES?
So I have devised a Who Cares Test.
The answers should come from your deep and meaningful understanding of your target audience and not from whatever just happens to float your boat on that day you brainstormed a campaign.
WHO CARES TEST Questionnaire:
1. What exactly is it I am asking of consumers? (i.e. What is it we are calling engagement in marketing speak?)
2. Does this activity match the Social Technographics of my consumer? (Are they creators, critics, collectors, joiners, spectators, inactives?)
3. What do they get for their effort?
4. Why is this motivating?
5. Is it really motivating? Really? Really? Ask again, is it really going to get them to do it?
6. Why again are we asking them to do this?
7. Does the brand benefit from asking this of them?
Be bold and ask yourself, would I f-ing care? The answer will often enlighten.
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