Tuesday, January 8, 2013

“Every fact about the consumer is consumer insight”

What are the key factors that you keep in mind while planning a successful campaign?

First and foremost, in any campaign, you need to understand what the marketing objectives of the client are and what the deliverables are from the expected campaign. Specific campaigns have specific deliverables. We need to be very clear while designing a campaign because it should be very clear what needs to be delivered for a specific campaign. What are the marketing objectives of the campaign? Based on that, we make a matrix of the campaign. Advertising is done to achieve marketing objectives. The first and foremost thing is a clear understanding between the media agency and the client. The client should have a clear idea on what they need out of a campaign. So, clarity of the campaign is aligned with marketing objectives and its very important.

The second most important thing is “an objective inquiry into the relevant consumer’s mind”. You need to understand whether your campaign is meant for an existing user of the brand or for a lapsed user or to expand the user base of the brand, et al. Depending on that, you will get an understanding about the consumer’s mindset. Every fact about the consumer is a consumer insight. Consumer insight is something, which has never been used before or something which was there in the consumer’s mind but was not unearthed so far. The things which are fresh and unused are what I believe to be consumer insights.


Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
For More IIPM Info, Visit below mentioned IIPM articles.


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