A wonderful B2B advert
Tag: customer insight
People don’t give a sh*t about your marketing
If you are reading this, you are weird. You are weird because you give a sh*t about advertising. You notice when the ads you’ve made appear in front of you on the telly. You remember when your competitors’ ads pop up on Facebook … You have opinions about it … Now, it’s totally natural that you give a sh*t about advertising. Your rent or your mortgage depends on it. But that doesn’t make you any less weird. And this is a problem, because the people we are advertising to aren’t weird. They are normal. They don’t give a sh*t about advertising.
Lumen Research https://www.lumen-research.com/blog
Customers are thinking about themselves, not your company
Don’t worry about what others are thinking about you. They’re not thinking about you. They’re thinking about themselves
Dave Trott, advertising legend
(Heard via Andrew Wilshere on the Gasp! Call to Action podcast)
Innovation is less about producing something new, and more about enabling something new and important for customers
Clayton Christensen, strategy expert
The importance of market research
If you want to understand how a lion hunts don’t go to the zoo. Go to the jungle.
A.G.Lafley – CEO, Proctor & Gamble
What is an insight?
…an observation framed in such a way that it changes understanding of the situation and suggests action
Jem Fawcus, CEO – Firefish
In marketing, data can’t easily reveal customer desires
“Businesses have come to rely on big data to understand the emotions of their most important asset — customers. And while big data is helping companies see patterns in huge masses of information, it’s proving limited for understanding the most important aspects of customers’ needs and desires.”
Martin Lindstrom, author – Buyology
Don’t start with what you want people to do. Start with what people want to do.
Dave Trott, advertising legend
A better way to brainstorm
“Asking the right questions is so critical to success … Get everyone in a room and ask ‘OK, what are all the things we’re assuming or simply lack information about?’ and then ‘Which of these areas of ignorance are highest priority?’ It is both immensely useful and enhances collaboration.”
Erika Hall, author – just enough research
The earth has music for those who listen.
William Shakespeare
Bite-Sized Marcomms 