POWERUP SPEAKER SERIES
Caroline
wilson
SMARTER, FASTER, STRONGER.
AND HERE WE ARE!
Obsessing about Questions, Human Ideas and Customer Insight So Entrepreneurs and Marketers Can Make Smarter, Faster, Stronger Marketing Decisions.
Workshops and One-on-One Consulting to Elevate Human Ideas and Customer Insight in your Business, Brand and Marketing.
Y THO?
We make about 35,000 decisions a day.
122 of those are considered informed* decisions
*You need and use information to make them
The most curious humans are kids who ask about 73 questions a day. 20 is the average number of questions* per day for adults.
*Let’s ask these questions with intention, and create space for the answers.
What will get my customers attention...
key messages, pain points, content distribution and media placements
9,7%
what do they want to hear from me in
... pr, ads, web copy, emails, social media
WHERE WILL THE CUSTOMERS FIND ME...
events, online, brick and mortar store
WHAT WILL KEEP THEM COMING BACK...
Loyalty program, new products, new services,
And most could tell you in detail about all of these.
- At least one customer persona including insights into lifestyle and life stage
- Insight into their ideal customer’s journey or path to purchase including pain points, motivators, barriers, rituals and habits
- Awareness of their brand among their customers and their competitors’ customers
- Awareness of their brand values among their customers and their competitors’ customers
Obviously they aren’t doing it for fun.
(Even though it kind of is!)
They do it because it leads to smarter, faster and stronger decision making.
Which leads to smarter marketing, faster results and stronger customer connections.
It’s ALL GOOD tho!
Anyone can learn how to continually grow their understanding of their customer.
Especially if you’re curious, creative and enjoy the challenge of ideas!
GOALS & PROBLEM DEFINITION
- What marketing actions are leaving you feeling unsure?
- What customer behaviours leave you perplexed?
- What are you struggling to communicate effectively to your customers?
- What are YOUR questions?
- Take these and define the challenge as a objective or statement.
METHODOLOGY & DESIGN
FIELD & EXECUTION
ANALYSIS & INSIGHT
I don’t know what is important to them.
Key messages, pain points, content distribution and media placements
I don’t know what to say or the tone to say it.
PR, ads, web copy, emails, social media
I don’t know what will generate leads and sales events, online, brick and mortar store
I don’t know how to build advocacy & engagement Loyalty program, new products, new services,
GOALS & PROBLEM DEFINITION
- What marketing actions are leaving you feeling unsure?
- What customer behaviours leave you perplexed?
- What are you struggling to communicate effectively to your customers?
- What are YOUR questions?
- Take these and define the challenge as a objective or statement.
METHODOLOGY & DESIGN
- Do you need to know WHAT they’re doing, or WHY they’re doing it?
- What questions do you want to ask them?
- Keep the focus only on your one objective or statement.
- Take these questions and put them in a logical order and in your voice.
FIELD & EXECUTION
ANALYSIS & INSIGHT
what are they doing=
Quant (Surveys)
- Closed ended questions
- Attitude statements
- Rating Questions
- Ranking Questions
what are they doing=
Quant (Interviews, Focus Groups)
- Open ended questions
- Follow Ups & Problems
GOALS & PROBLEM DEFINITION
- What marketing actions are leaving you feeling unsure?
- What customer behaviours leave you perplexed?
- What are you struggling to communicate effectively to your customers?
- What are YOUR questions?
- Take these and define the challenge as a objective or statement.
METHODOLOGY & DESIGN
- Do you need to know WHAT they’re doing, or WHY they’re doing it?
- What questions do you want to ask them?
- Keep the focus only on your one objective or statement.
- Take these questions and put them in a logical order and in your voice.
FIELD & EXECUTION
- Program Survey
- Write Out Interview Guide
- Add Intros and Outros
- How will you invite them?
- How will you incentive them?
- How will you record or receive the data?
Then send it out, run the project, and thank them profusely!
ANALYSIS & INSIGHT
FOLLOW THESE STEPS
2
1
Decide who will respond
Create and finalize your survey or guide
3
Invite them to participate with date, clear end, and the incentive
5
4
Send out the invitations with a live survey link or booking link
Decide how you’ll record or receive the data
6
Do ‘em and say thanks a lot!
GOALS & PROBLEM DEFINITION
- What marketing actions are leaving you feeling unsure?
- What customer behaviours leave you perplexed?
- What are you struggling to communicate effectively to your customers?
- What are YOUR questions?
- Take these and define the challenge as a objective or statement.
METHODOLOGY & DESIGN
- Do you need to know WHAT they’re doing, or WHY they’re doing it?
- What questions do you want to ask them?
- Keep the focus only on your one objective or statement.
- Take these questions and put them in a logical order and in your voice.
FIELD & EXECUTION
- Program Survey
- Write Out Interview Guide
- Add Intros and Outros
- How will you invite them?
- How will you incentive them?
- How will you record or receive the data?
Then send it out, run the project, and thank them profusely!
ANALYSIS & INSIGHT
- What were you ”right” about?
- What surprised you?
- What common words, feelings or themes do you see?
- What do the majority do or experience?
- Go back to your goals and answer your questions.
- Make a list of three priority actions for your marketing.
Your Customers Are Experts on Themselves...
NOT Your Brand, Business or Marketing.
The answers come from the insights NOT the recommendations of your customers
Customer insight is that A-HA moment.
- Customer insight is when all the little things make sense in one crystal clear moment.
- It's when history, trends, patterns in data, and your business challenges align.
- It's that unique, human perspective that ties all your marketing actions together.
- It's your competitive advantage.
Each piece of data from your customers.
Every conversation you have.
Every question you ask.
All of it gets you deeper perspective, clarity, and fills in the gaps you don't even know you're missing right now.
APPENDIX QUESTIONS
your customer's lifestyle/lifestage
your competitive set
your brand values
your brand trust
your customers habits
- What does a typical weekday look like for you?
- Who do you live with at home?
- What's the big life goal you're working towards right now?
- When you think of [product type], which brands come to mind?
- If you were choose between two very similar INSERT products, which would be the number one deciding factor?
- Which of these values do you associate with our brand?
- Tell me about how you use our product / service.
- If you discovered were to offer [new product or service in related category], what would your first thought be?
- What does a typical weekend day look like for you?
- Think about the times you are most likely to be using our product/service, how does it fit alongside other activities or habits at those times?
GOALS & PROBLEM DEFINITION
METHODOLOGY & DESIGN
FIELD & EXECUTION
ANALYSIS & INSIGHT