This course is about getting to know your customers and prospects so well, you'll practically be able to see the whites of their eyes. You will:
Gain a deep understanding of the different type of audiences.
Review what motivates people to become customers or buyers and why perception is so important.
Build a detailed picture of your audiences, and what matters to them.
Capture how your offer meets their needs—getting beyond the features to the benefits.
Customers — consumers — audiences (whatever you want to call them) are fickle things and need a lot of understanding. We start this course by finding ways to understand your customers, prospects and stakeholders. Seeing people as people, not consumers or audiences, will transform how you think about your brand and offer.
Elmer Wheeler was considered to be America’s Ultimate Salesman who offered probably the most important piece of sales advice ever in the 1930s. He was all about selling the sizzle, not the steak. While this is still a primary objective It’s more often called experience marketing these days, where marketers aim to provide experiences that tap into our emotions. In this lecture, we’re looking at the concept of getting beyond the features that reach minds (steak) to the benefits that reach their hearts (sizzle). Of course, the steak still has to be a succulent morsel or no amount of sizzle will be enough!
In this final lecture in our course on audience understanding, you’ll draw on all your work to date to complete a Brand Perception Model — a snapshot or map of your brand incorporating its rational and emotional aspects. At the centre of this is the jewel in your brand crown, the perception you want people to have. This core perception will shape all your brand activities and communications.
Created 4 Key Brand Assets
Audience Understanding Framework to define your audiences and what is most meaningful to them.
Stakeholder Matrix to support your Comms Strategy.
Customer Personas to inform key message development.
Brand Perception Model to capture the core perception you want people to have when they engage with your brand.